During our recent webinar with the New Mexico State University Foundation, the chat was popping – and rightfully so. Their monthly “Thank Every Aggie” (T.E.A.) video series is equal parts nostalgic, scrappy, and wildly effective.
You asked incredible questions throughout the session, and we promised to follow up with answers. So, here they are, straight from the NMSU Foundation team.
Strategy + Cadence
How often do you send stewardship videos?
Every month! For example, anyone who makes a gift in April gets a T.E.A. video in May, and so on. They’ve also refined their data pull to ensure each donor only gets one video per month, even if they gave multiple times.
Do monthly recurring donors receive these too?
Yep. If they gave that month, they get the video.
Do all donors get the same video, regardless of giving level?
Yes. That’s the point. From $0.01 to $1M+, everyone gets a thank you. Major donors also receive tiered acknowledgment cards, but the videos go to all.
How do you handle thank-yous for tax receipts or formal acknowledgment?
Year-end giving summaries and tax receipts are handled separately, but each video is a touchpoint logged in their CRM.
Content Creation + Themes
How do you come up with new video ideas each month?
They have an 18-month list of themes (yes, really), but they also go with whatever idea sparks the most laughter in the office. Many of their favorite videos – like the Ferris Bueller homage – came together last-minute with whoever was around that day.
Why the ’80s theme?
Donor data showed the largest giving cohorts graduated in the 1980s, so the team leaned into nostalgia: The Breakfast Club, Ferris Bueller, Say Anything… all big hits.
How long are the videos?
The sweet spot is 60–90 seconds. Enough time to deliver a message, but short enough to keep attention.
Do you reuse content or create new videos each month?
Every month gets a fresh video. Some are themed. Some are heartfelt. All are human.
Production + Student Involvement
How are the videos filmed?
Most are shot by their talented Senior Visual Media Specialist, Ralph, using real camera equipment. But yes, iPhone footage makes appearances too (just no Blair Witch–style shaky cam, please).
How do you recruit student participants?
It’s mostly volunteers: student workers, student government reps, and creative media majors. No auditions—just enthusiasm and a willingness to have fun on camera.
Tips for filming students?
Keep it relaxed. Give them a script, show a clip from the movie you’re spoofing, and let them make it their own. Skip the teleprompter, it’s too stiff. Cue cards held off-camera work better.
Distribution + Email Copy
What kind of email copy accompanies the videos?
Short and sweet. The subject line and landing page are personalized (“NMSU has a video for you, Nick!”), and the tone is casual – no “Mr. Dakins” here. Just “Nick.” It’s all about bringing the tone back to something personal and warm.
Do they send mail, too?
Yes – for major milestones, first-time gifts, or planned gifts. Donors receive tiered, signed cards (not postcards) with rotating imagery, in addition to the T.E.A. video.
Metrics + ROI
What kind of metrics do you track?
They use ThankView’s built-in analytics to monitor:
- Open rate (avg. ~60%, compared to 34% industry avg)
- Video starts and completions
- Replies
- Individual engagement
Do you track retention?
Yes. They’ve moved from form letters to a data-driven, multi-touch model (email + card). While exact ROI from T.E.A. isn’t isolated, they’ve seen clear donor retention lift month-over-month, especially when looking at donation timing post-send.
Do you share metrics with leadership?
Absolutely. The team screenshots campaign performance and replies, and shares them regularly. Feedback from top donors – even a former coach from the ‘60s – helped build trust and expand their creative freedom.
Do you track this in your CRM?
Yes. They use Blackbaud Raiser’s Edge, and all stewardship videos and comments are logged as touchpoints in donor records.
Final Advice from the Team
Treat every donor like a person, whether they gave a penny or a million bucks.
Be creative, ask for help, and don’t be afraid to make it fun.
A genuine thank-you goes a long way. Having fun with it is even better!
Want help launching your own Thank Every [Insert Mascot Here] campaign? Interested in seeing more examples or strategizing creative donor engagement ideas? Reach out! We’ve got you covered.
