Below that was the planned-giving information, which was titled "PLANNING YOUR LEGACY IS IMPORTANT …" It invited the donor to "visit www.CaringBridge.org/PlannedGiving or call 651.789.3384 to learn more."
The reply device, which had more real estate as a buckslip, was also slightly different than in the regular appeal. It included a call-out box on annual-giving recognition, describing the different levels: Bridge of Hope ($20,000+), Bridge of Nurturing ($10,000-$19,999), Bridge of Helping ($2,500-$9,999), Bridge of Sharing ($1,000-$2,499) and Bridge of Encouragement ($500-$999). The reply device also included a different URL, www.CaringBridge.org/majorfunding, as well as a request to "Contact me to discuss including CaringBridge in my estate plans."
The reverse was identical to the regular reply device, plus it included CaringBridge's mission and put the thank-you in a separate box.
Coinciding with the direct mail was an e-mail campaign that began with a description of the You Are Powerful campaign in CaringBridge's June 2011 newsletter. It was a soft launch of the campaign featuring an invitation to give from the CEO, and most of the newsletter articles reinforced the campaign theme.
Then there were three separate e-mails sent, each with a subject line of "You Have the Power to Help Families," personal thank-you e-mails sent to donors after they made gifts in addition to the automatic confirmation e-mails, and a final thank-you follow-up featuring a personal thank-you video from Shawna Farrar.
The first e-mail was a an ask featuring the Farrar family story. A short, two-paragraph e-mail, it included the You Are Powerful image, a photo of Ramsey, the CaringBridge logo and a prominent "Donate Now" button, which took the donor to the CaringBridge donation landing page. The landing page featured the You Are Powerful campaign and provided options on making a tribute, giving levels, etc.