The Full Story
Sometimes the best campaigns don’t begin with a big idea—they begin with a tough question: How can we do more with less? For MassArt, that question came on the heels of a shrinking budget and dwindling returns from expensive print mailers. The Advancement team needed a bold pivot—and they found it in a digital-first approach that put people, not paper, at the center of the story.
Guided by Dana Alsamsam, Associate Director of Advancement Communications, and Julia Crane Dempsey, Director of Individual Giving, the team reimagined their fall solicitation from the ground up. Dana—part writer, part creative director, part strategist—crafted a message that was emotionally resonant, equity-centered, and deeply aligned with MassArt’s mission. Julia brought a keen eye for donor experience and segmented strategy, helping shape the outreach in a way that felt personal, inclusive, and powerful.
Instead of a mailer, they launched a ThankView campaign built around the belief that Art is for Everyone. The video featured MassArt’s President, Dr. Mary K. Grant; Dean of Justice, Equity, and Transformation, Lyssa Palu-ay; and student leaders sharing stories of access, belonging, and impact. Shot and produced by a MassArt alum, the video blended professional polish with heartfelt honesty—and showed donors exactly how their support fuels opportunity.
By shifting to ThankView, the team reached more people with less spend, sidestepped inbox clutter with personalized messaging, and delivered a message that stuck. Donors didn’t just open the email—they clicked, watched, gave, and even wrote back. One long-lapsed donor, inspired by the video, made a surprise $10,000 gift. Another simply replied, “This made me proud to be part of this community.”
It was a campaign about connection, not just conversion—and it worked.
The Impact:
The “Art Is For Everyone” campaign didn’t just reimagine a fall appeal—it redefined what’s possible for small shops with big missions. Dana proved that donor engagement doesn’t require a massive budget or production studio—just a clear story, a smart platform, and a whole lot of heart.
Thanks to her leadership, MassArt now has a blueprint for digital storytelling that’s bold, authentic, and deeply connected to its values. The results are in: equity-centered innovation is more than a buzzword. It’s a movement—and MassArt is leading the way.
