The Full Story
When it came to building excitement for Giving Day, Cleveland State University didn’t just want to ask for support—they wanted to earn it.
Led by John Templeman, Director of Annual Giving, the CSU team partnered closely with their marketing colleagues (including a standout videographer) to roll out a month-long video campaign that felt fresh, personal, and proudly CSU.
Instead of sending standard countdown emails, they introduced donors to real students through short, compelling ThankView videos, showing the direct impact of giving while building momentum leading up to Giving Day.
And then, they dropped the mic—literally. CSU partnered with alumnus and local artist Toby Raps to create a custom rap song and music video that captured the spirit of CSU and electrified their audience. Packed with references only true Vikings would catch, the rap wasn’t just fun—it was strategic, deepening school pride and strengthening alumni connections.
The result was a “perfect storm” of excitement: alumni and donors felt a renewed sense of pride and connection to CSU. Even outside the CSU community, fundraising professionals took notice—praising the creativity, authenticity, and catchiness of the campaign.
The team didn’t stop once the gifts came in. Using ThankView, CSU delivered a heartfelt thank-you video after Giving Day, featuring students expressing gratitude in multiple languages. It was a perfect way to continue the storytelling thread, deepen stewardship, and make every donor feel personally celebrated.
John emphasized that this success wasn’t just about creative ideas—it was about trust. CSU leadership gave the team the freedom to think differently, take risks, and operate more like a marketing agency than a traditional advancement office. That trust, combined with a strong cross-functional culture and a commitment to pushing the envelope, made all the difference.
Looking ahead, Cleveland State plans to keep the momentum going. They’re already brainstorming new Giving Day themes and exploring deeper partnerships with Cleveland’s vibrant arts and music scene—proof that with the right team, creativity can be a catalyst for connection (and serious fundraising results).
