Find a fresh way to thank donors; with no call to action; the only desired outcome being a warm feeling and affirmed connection between donors and students.
Make the target the protagonist using a POV camera technique. In doing so we brought the donor right into the video, as the hero.
Key scenarios across the university campuses were storyboarded describing student/POV interactions. The coordination of logistics was extensive but, kudos to the director, allowed for extensive happenstance and spontaneity during shooting.
Cut to Andrew Gold’s, Thank you for being a friend (used with permission).
The video elicited significant, unrequested compliments (and even complimentary thank you’s) from the donor community and kudos from competitive institutions.