Realizing that its constituents interact with CaringBridge in a multitude of ways, the organization made You Are Powerful a truly multi channel campaign, utilizing direct mail, e-mail, social media, mobile, search engine optimization, video and Web — all done in-house.
"While we have done dedicated fundraising campaigns during this time period in the past, I think it's safe to say this campaigns was by far the most integrated," says Development Engagement Officer Amy Nelson.
The overall goals of the campaign were to raise $1 million and create a compelling, highly integrated, engaging campaign for CaringBridge constituents.
"One of our main goals was to focus on the 'you' in You Are Powerful," Nelson says. "We wanted to have CaringBridge constituents be able to see themselves and connect and identify with the messaging that we put forth and show donors that they really do have an impact — that gift to CaringBridge is powerful and benefits so many people."
Unlike many organizations, CaringBridge doesn't have very specific donor demographics, so the message had to be diverse enough to resonate with authors chronicling their journeys on CaringBridge sites, visitors who read those stories and interact, past donors, and even new prospects that came in contact with CaringBridge for the first time. That's a big task with more than 60,000 individual sites created in the past year and some 43 million people interacting with CaringBridge in a given year.
So Nelson and Espy sat down with the development staff and identified what they wanted people to feel and see during the campaign — no matter where they felt and saw it.
"One of our ultimate goals was wherever or however people interacted with CaringBridge during this time, they would see the You Are Powerful campaign and understand that call to action," Nelson says.