Healthy Fundraising

Each letter included a testimonial quote from Shawna Farrar that she wrote only weeks after Ramsey's diagnosis: "Well, believe it or not I really look forward to doing this each night. It's sort of therapeutic for me."

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.