Customer Stories:

How Berklee’s Campus Connector Program Turned Personalized Video into Real Donor Connection

Who:

Berklee College of Music is a global leader in contemporary music and the performing arts, renowned for nurturing creative talent across genres and disciplines. With a commitment to innovation and artistry, Berklee empowers the next generation of musicians, producers, and performers to make meaningful impact through their craft.

Camila Escobar, Assistant Director of Annual Giving, hit all the right notes when she launched Berklee’s Campus Connector program: an initiative that pairs loyal donors with student ambassadors, building relationships through authentic, behind-the-scenes video content. With warmth, thoughtfulness, and serious creativity, Camila transformed stewardship into connection.

The Challenge:

When Berklee discontinued its traditional phonathon program, the Annual Giving team needed a new way to foster connection and retain its most loyal donors. These supporters had grown used to hearing directly from students, and the absence of that personal touch was beginning to show in donor retention numbers. The goal was clear: build a program that reconnected donors with the day-to-day Berklee experience in a way that felt fresh, genuine, and impactful.

Why evertrue:

Berklee turned to ThankView to bring the vision to life. They created a new outreach strategy where three (now four!) student “Campus Connectors” each managed a portfolio of donors. Throughout the year, each donor received eight personalized video messages—crafted and delivered by the same student every time—featuring glimpses into student life, campus milestones, and the impact of donor generosity.

Thanks to ThankView’s flexibility, students could film videos from practice rooms, dorms, or even on-the-go, editing and uploading directly from their phones. They had creative freedom to script their own messages, blending professional tone with personality. Whether they were sharing what they were learning, showing behind-the-scenes footage of a performance, or sending festive holiday greetings, each video deepened the connection.

The results:

Camila identified 377 loyal alumni and annual fund donors and matched them with three student ambassadors. The results speak for themselves:

Engagement soared: The campaign achieved an impressive 66.6% average open rate and a 16.2% click-through rate—more than double and triple the typical industry averages of 20–30% and 2–5%, respectively.

Donors responded: 78 supporters replied to the videos, many with heartfelt notes and personal memories.

Giving increased: 26% of recipients increased their annual giving from the previous fiscal year.

The Full Story

The Campus Connector program launched as a way to build on existing donor relationships, specifically among alumni loyalty society members and consistent annual fund supporters. These were individuals already committed to Berklee, and Camila saw an opportunity to strengthen those ties and bring them closer to the current student experience.

One donor wrote:

“Hi Deysia! Your performance was awesome! Thanks for keeping me in touch—your videos are really cool and fun to watch. You just made me miss Berklee so much. I graduated from Music Production & Engineering in 2016!”

Another shared:

“I love your video and seeing inside the school again! That view on Hemenway is so familiar and brings back wonderful memories… I studied piano with Junja Woo and her teaching was life-changing for me!”

And one note, in particular, sums it up:

“What you’re doing at Berklee is awesome and will serve you for your entire life. Work hard, think ahead, and make it happen. Berklee is the best place for anyone in the music world.”

With ThankView at the core of the program, students were trained in both the platform and the art of storytelling. They received detailed guides and onboarding, but were empowered to write their own scripts, showcase their personalities, and build real connections.

Hiring was intentional. Each student was selected not just for their tech or academic savvy, but for their warmth and on-camera presence. The team even required applicants to submit a short video as part of the interview process.

The students remained with the same portfolio of donors throughout the year, fostering familiarity and continuity. If a donor replied to a video, Camila would pass the message directly to the student so the response could be just as personal and meaningful.

The Impact

This wasn’t just a donor stewardship win—it also reinforced student philanthropy education. Camila’s student team gained a deep understanding of the role donors play in supporting their Berklee experience. That understanding will likely ripple out to their peers and, down the road, may inspire them to stay connected as alumni.

The program also benefited from its remote-friendly structure. With Camila managing the effort from Miami and students working from both on and off campus, the team relied on tools like ThankView to stay flexible without sacrificing connection. In fact, the freedom to record and edit videos from anywhere helped keep content fresh, and students engaged.

Now in its second year, the Campus Connector program is stronger than ever. It’s become a blueprint for authentic digital donor engagement and is inspiring new ThankView usage across Berklee’s Advancement division.

Thanks to Camila’s leadership, Berklee isn’t just thanking donors—they’re bringing them back into the fold, reigniting their love for the institution, and strengthening lifelong connections, one video at a time.

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