Case Study: Union University achieves 63.3% email click-through with Gratavid

How a Stewardship Team Got a 63% Click-Through Rate With Personal Video Email

Union University wanted a more personal way to communicate with donors and show the impact of scholarships, but its stewardship team faced major logistics challenges in coordinating hundreds of student thank-you videos and getting them to the right donors. The university turned to Gratavid, using its personal video email platform to create a more meaningful donor experience.

With Gratavid, Union University used bulk video requests, text message prompts, and a task list to collect, organize, and send student videos efficiently. The campaign delivered strong engagement, including a 81.4% unique open rate, a 63.3% unique click-through rate, and a 22.49% reply rate, while also generating enthusiastic donor feedback and personal replies that showed the emotional impact of the messages.

Union University

Lauren Kennedy

Director of Stewardship and Donor Relations