TABLE 3.

Qualitative analysis of patient's life story primary appeal

Theme	Definition	Frequency n (%)	Exemplar excerpts
Hardship/disheartening circumstances	Campaign story emphasized the patient's hardships/disheartening circumstances, in an appeal to gather fundraising support (e.g. how young the patient is, many bad things happened back‐to‐back that led to present situation)	225 (46.3)	“But we found out that when the recession hit back in 2008, revenue slowly started to decline at the restaurant…. Also, during this same period, with housing values declining, like many Americans, their home mortgage was significantly more than the value of their house. We thought that in a few years, they would bounce‐back, which hasn't happened only to be compounded by a series of health issues…” “[Patient name] is only three years old and to have a fighting chance she will need to undergo further treatment…[patient name] also has a beautiful little brother, who at the tender age of 18 months wants nothing more than for his big sister to get better so they can play again.”
High moral character	Campaign story emphasized positive characteristics and society‐based values that the patient possesses, in an appeal to gather fundraising support (e.g. compassionate, kind, giving person, family man/woman)	171 (35.2)	“Many know my dad for his sense of humor, his kind smile, and how he is astoundingly and uncannily knowledgeable on just about any random topic you can think of. He is the hardest‐working man I know. He can rebuild a motor, restore a car, cook you the best dinner you've ever had, dazzle you with his storytelling skills, and crack an epic joke (few know he can sing too).” “[Patient name] was the icon of the restaurant, he was the one that made people feel good and enjoy their meal and the atmosphere! He had a zest for life and joy for everyone! Not one customer had a meal there that didn't get enjoy their meal and feel good when they left.”
Contribution to society	Campaign story emphasized significant contribution made to community/society by the patient, in an appeal to gather fundraising support (e.g. exquisite talent, veteran/military service, community worker)	58 (11.9)	“[Patient name] has devoted her entire life to nursing and the care of others. She honorably served her country as a nurse in the US Armed Forces. Being recognized for her dedicated service she obtained the rank Major in the US Army.” “[Patient name] has been a very visible and respected member in the community for decades. Those who know [him], know he is a selfless person who does so much to support and promote all of the great accomplishments by our student‐athletes...”
Other	Campaign story emphasized something not captured in the above categories	30 (6.2)	“The purpose of this Go Fund Me account is to raise financial support to fight what is not mine which is kidney cancer (renal cell carcinoma) and provide for the costs of medical bills. Beyond money I covet your prayers and encouragement the most!”