This was the first email that we sent for our Annual Day of Giving. The intended audience was all solicitable audience members (which include current and past parents, alumni, current and past faculty/staff, trustees, current and past grandparents, and friends). This is mainly an appeal and our first engagement opportunity for our Day of Giving in that when someone made their gift, they were invited to share their word to describe Head-Royce. Later emails were segmented by constituency but included similar videos, also integrated into social media.