You Are Powerful was launched at the beginning of June and ran throughout the month, with the thank-you stage deployed in the first week of July. The first piece to go out was the direct-mail letter. Shortly thereafter, CaringBridge began its e-communications strategy. The first step in that process was a soft launch of the campaign through the CaringBridge e-newsletter, populated with stories to get constituents familiar with the look and feel of You Are Powerful. Nelson describes it as "an invitation from our CEO to really give and get involved in the campaign."
That was followed up by the "hard launch" of the e-mail campaign, deployed in three e-mails with specific calls to action followed by acknowledgments and the final thank-you e-mail. The first e-mail was the direct ask featuring the Farrar family's story, the same story that was featured in the direct-mail appeal; the main call to action was to make a donation so CaringBridge could continue its important work in allowing people to chronicle their health journeys and gain support through community. The next e-mail was the You Are Powerful video e-mail, which took recipients to the campaign landing page. Its main call to action was to watch and share the video, and coinciding with that was another ask on the landing page to donate. The final follow-up e-mail was another direct ask, this time short and direct asking for a gift.
Throughout, any time a donor made a gift, he or she got a subsequent thank-you e-mail on top of the auto-response tax receipt. It was personalized and more authentic than the standard e-receipt. Then to wrap things up, a thank-you e-mail featuring a video from the Farrar family directly thanking donors was sent out the first week of July, providing a touching, personal message.