284: Breaking the Stigma: Fundraising and Hope in Lung Cancer Research with Natalie Reilly-Finch

What does it really take to raise money for a cause that many people misunderstand? 

In this conversation, Natalie Reilly-Finch, the Vice President of Growth at the Lung Cancer Research Foundation (LCRF), shares the real challenges behind fundraising for lung cancer research and the responsibility that comes with it. She has been working in fundraising since she was 18 and now leads LCRF's growth efforts. She explains that LCRF is the largest private funder of lung cancer research, helping to close the gap left by limited federal funding. Natalie is deeply committed to changing public perception and supporting everyone affected by lung cancer.

During the discussion, Natalie addresses the stigma surrounding lung cancer, especially the belief that it only affects smokers or that it is not a woman's disease. She explains how fundraisers must create urgency without making people feel blamed or judged. She also talks about understanding donor motivations, listening carefully, and using data to build strong connections. Through personal stories and practical advice, Natalie highlights the importance of empathy and flexibility while continuing the fight for a cure.

In this episode, you will be able to: 

• Understand the stigma surrounding lung cancer and how it impacts fundraising efforts.

• Recognize the importance of balancing urgency with hope in cause-based messaging.

• Learn how to communicate about sensitive issues without blaming or shaming affected communities.

• Discover how donor segmentation and data can improve fundraising effectiveness.

• Gain insights into identifying and aligning with a donor's deeper motivations.

Get all the resources from today’s episode here. 

Support for this show is brought to you by Practivated. Practivated delivers AI-powered donor conversation simulations that let fundraisers practice in a private, judgment‑free space—building confidence, refining messaging, and improving outcomes before the real conversation even begins. Developed by fundraising experts with real‑time coaching at its core, it’s the smart way to walk into every donor interaction calm, prepared, and ready to connect. Learn more at practivated.com.

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