The second e-mail's main call to action was to watch and share the You Are Powerful video CaringBridge created. The copy was even shorter than the first e-mail, and the link to watch and share the video took the recipient to the You Are Powerful landing page, caringbridge.org/powerful, where he or she could make a donation easily by clicking on the Donate Now button. The short video could be easily shared via Facebook and Twitter as well, helping constituents spread the word.
The third e-mail was a direct ask, again with quick-hitting copy: "Your gift today makes CaringBridge possible. Generous donations from individuals like you ensure that this valuable service is available, accessible and provided at no charge to families. Because of you, families can connect with their community when they need it.
"Thank you for powering the CaringBridge community."
The next phase of e-mails was the acknowledgment stage, including those personal thank-yous, gift receipts and tax information, and the final follow-up thank-you from the Farrar family.
CaringBridge also updated social-media mentions of the campaign each time an e-mail went out, posting things to Facebook frequently about the campaign. Mobile was incorporated as well, with the mobile site functioning with the e-mails and messages, as well as having highlights and the ability to donate via the mobile site for the campaign. The campaign was mobile-friendly in every aspect. Then there were prominent stories and features about the campaign on CaringBridge's homepage, other website pages and on all the various pages set up by the authors chronicling their health journeys. Badges and apps were created to encourage giving, integrate the campaign and make it as accessible to everyone as possible. Those different channels were segmented appropriately to how authors, visitors and donors interacted with CaringBridge.
Campaign strategy and deployment