Centennial Convention Profile: Sheldon Greenberg of San Diego
With the Centennial Convention celebrating City of Hope's volunteer fund-raisers, we take this opportunity to highlight a few...
By Denise Heady
San Diego-area businessman Sheldon “Shelly” Greenberg has not been personally affected by cancer – nor has anyone in his family. And yet, for 50 years, Greenberg has dedicated his time and resources to City of Hope, raising millions of dollars for research and to help patients get the treatment they need to survive.
Because of his outstanding efforts, Greenberg was presented with the Izzy Freeman Award at the 2013 City of Hope Convention. The award is given to a City of Hope chapter member who has represented the City of Hope in the highest manner with fervor, integrity and dedication above and beyond the performance of all other outstanding members.
Not only has Greenberg’s contributions resulted in significant philanthropic benefits for City of Hope, his leadership has been an inspiration to his fund-raising counterparts and to others within the organization.
“It’s an honor that my efforts have been recognized,” Greenberg said. “Not for personal gratification, but because these efforts have helped make a difference in people’s lives. I hope everyone can learn that even one person projecting their efforts can make a difference.”
The Chicago native first became involved with the City of Hope in 1959 when he was a member of the Illinois Liquor Association, then a City of Hope industry council.
Greenberg was later honored by the council with the Spirit of Life Award, the highest award given by City of Hope’s industry group. Funds from that gala helped fund one of the first bone marrow transplants at City of Hope.
In 1998, after moving to the San Diego area, Greenberg re-opened City of Hope’s San Diego regional office, raising almost $25,000 in the first year. Since then, that office has raised millions of dollars for City of Hope, yielding impressive results amid a tight overall economy. 
Greenberg not only has raised money through large events and corporate donations, he’s also made significant personal contributions, donating more than $1 million directly to City of Hope. This year, Greenberg committed to a $100,000 gift in support of the Arthur and Rosalie Kaplan Family Pavilion. Further, his three children and their families are paying tribute to his commitment with a $10,000 gift, set to be memorialized in City of Hope’s rose garden.
Greenberg is currently a member of the Ambassador Leadership Council at City of Hope, for which he was one of the founding members, and has sat on City of Hope’s Board of Governors.
Greenberg says he’s committed to City of Hope because he knows his efforts are helping change the lives of others.
“The fact that I am able to help hundreds of people get treatment is a big part of why I do this,” he added.