Healthy Fundraising

However, there were some slight differences between the versions. For starters, the regular appeal included a photo of Ramsey, something that was absent from the major-donor letter. Also, the reply device was perforated to the bottom of the letter for the regular appeal, whereas the major-gift solicitation included a separate buckslip as the reply device. There were also slight differences in copy, though the tone was similar in each. Both versions were littered with "you" copy, describing just how vital donors are to CaringBridge and those it aids.

Each letter also gave an update of Ramsey today, along with a few bullet points on what "your gift will …" do, followed by a thank-you, the CEO's signature and a P.S. that read: "You can make your donation today at www.CaringBridge.org/powerful. Through your generosity, you have the power to make each health journey easier."

The biggest difference was in the reply forms. On the regular appeal, it asked for the donor's e-mail address and phone number, offering check boxes to keep the donor informed about how his or her donation helps connect families using CaringBridge, as well as an option to be listed as an anonymous donor. It also included another You Are Powerful image above a Charity Navigator Four Star Charity seal. On the reverse was an option to make your gift in tribute of a family using a CaringBridge site, allowing the donor to add the specific URL of that site and a tribute message.

Meanwhile, the major-donor letter had a reminder that the gift is tax-deductible, along with information on the major-gift program and planned-giving options where the reply device was on the regular appeal. CaringBridge's major-gift program is called the Leadership Giving Society for donors who contribute $500 or more annually to the organization. The text invited the donor to learn more about leadership giving by visiting the 2010 annual report, with a URL to view it, as well as providing a phone number and e-mail to discuss gifting options.