The Full story
When the stewardship team at the NMSU Foundation realized that their thank-you efforts were primarily focused on high-dollar donors, they knew something needed to change. The majority of their donor pool – those giving anywhere from pennies to a few hundred dollars – weren’t being meaningfully thanked, and form letters weren’t cutting it. “If you’ve ever read a form letter, you probably put it in the trash,” said Nick Dakins, Stewardship Officer. “It was not what we needed to be.”
That’s when the team discovered they already had the perfect tool to scale heartfelt gratitude: ThankView. By using personalized video, they could thank every donor in a more personal, fun, and engaging way. And thus, the “Thank Every Aggie” campaign (affectionately known as T.E.A.) was born. The first video went out to over 17,000 donors – every person in their database who had made a gift, large or small, since 2017.
The response was immediate and enthusiastic. Donors ranging from recent grads to retired faculty and even former coaches replied with heartfelt notes about how much the video meant to them. And with open rates consistently over 60%, it was clear that this new approach was working.
Donors don’t just open these videos, they look forward to them. Replies pour in every month, many with personal memories of NMSU. One former baseball coach from the 1960s wrote back to say the thank-you video brought him back to campus. Another alum said it reminded him of the place he met his wife. The videos aren’t just stewardship, they’re nostalgia-fueled reconnections.
But the team didn’t stop there. They doubled down on creativity, using humor and nostalgia to make each monthly video something donors actually looked forward to. Their secret? 1980s movie parodies. From The Breakfast Club to Teen Wolf to Ferris Bueller’s Day Off, they’ve tapped into beloved classics to connect with their audience, most of whom graduated in the 1980s. The videos are funny, warm, and totally unique – featuring team members and students in full costume, with scenes carefully recreated to match the tone of the original films.
Students get hands-on experience in video production and philanthropy education, while staff get to have fun. The vibe is electric: golf carts, boomboxes, themed outfits, and all. As NMSU’s Stewardship Officer Sonia Colantuono put it, “If you can make someone laugh, it goes a long way.”
Students play a critical role in bringing each video to life. They help brainstorm, write, act, and even direct the shoots – learning valuable skills while also building a deeper connection to philanthropy. “They’ll direct us, too,” laughed Chevy Teague, Impact Officer. “It’s awesome to see their personalities come to light and for them to feel that comfortable with us.”
While they keep a loose annual content plan for leadership, the most successful videos often come together at the last minute. Some of their best ideas happened with just a few days notice, keeping things fresh, fun, and genuine.
For the NMSU Foundation team, the T.E.A. campaign is more than just stewardship – it’s storytelling, relationship-building, and a celebration of what it means to be part of the Aggie community. And as they continue to hear from donors who say they look forward to each month’s video, they know the effort is paying off.
