Alongside all of that e-communications, Espy says, every time CaringBridge sent an e-mail, it also updated that same information on Facebook and Twitter to drive people to either the donation form or the video. The messaging also was viewable on mobile devices, really helping hit supporters anywhere they may be.
So often, you hear fundraising professionals stress the importance of the donor, the importance of using more "you" language than "we" language. That was clearly the driving force behind the You Are Powerful campaign, and the results proved the theory correct.
Typically during its end-of-spring, early-summer annual campaign, CaringBridge sees a spike in donations of around 35 percent compared to giving the rest of the year. With the You Are Powerful campaign, the organization saw that balloon to a 58 percent increase in gifts. That resulted in CaringBridge not only reaching its $1 million goal, but exceeding it by bringing in more than $1.25 million. To put that in perspective, CaringBridge raised $754,000 in that same time period in 2010.
Nelson and Espy credit the collaboration across departments for the success of the campaign. The IT folks worked hard on optimizing the campaign for mobile communications and helped the development team with how best to incorporate the channel. The marketing team aided in the design, and everyone chipped in with ideas and shaping the campaign.
Of course, the focus on the donors and the people CaringBridge serves also played a huge role.
"We learned that we can't ever forget that at the heart of any fundraising campaign are the donors and the people we exist to serve," Nelson says. "The more we can illustrate that and show the true reason for being and how we exist to help people and we do it together with our supporters, the better."