From past experience, CaringBridge anticipated that most gifts would come in through the individual sites, so another goal was to create mobile and e-communications strategies that communicated the campaign so when people visited those individual sites, they would be more likely to make gifts.
Based off those conversations about what CaringBridge wanted people to see and feel, a strong visual image of the You Are Powerful message was created — images of people raising up the You Are Powerful slogan — and elements were used for all the different touchpoints. They included a direct-mail piece; an e-mail campaign; thank-you acknowledgments; video; and social-media, mobile, search and Web messaging.
The direct mailer had two different versions: one to donors who contribute less than $500 a year and another to major donors, who contribute at least $500 annually. Each included a two-page letter with similar copy and a personal signature from CaringBridge founder and CEO Sona Mehring; however, the major-gift solicitation also included a description of CaringBridge's major-donor program and planned-giving information.
Both letters had the CaringBridge.org logo and a version of the You Are Powerful image, showing consistent branding, and both letters began with a personalized greeting and the opening sentence, "You Are Powerful!" in bold type. They also both highlighted the story of the Farrar family, detailing how Shawna Farrar launched a website for her son Ramsey after he was diagnosed with acute lymphoblastic leukemia, and how CaringBridge helped alleviate pressures of having to call and e-mail family and friends with updates by allowing them to simply visit the site.
Each letter included a testimonial quote from Shawna Farrar that she wrote only weeks after Ramsey's diagnosis: "Well, believe it or not I really look forward to doing this each night. It's sort of therapeutic for me."