Scripted by Ramsay Inc, this fundraising video features current students and the headmaster talking about what the school means to them and how important the fundraising initiative is. This video is a stand-alone story that was sent to all former students and their families. The families with the highest donor potential received customized videos that included direct “straight-to-camera” addresses by Headmaster Stuart. The school raised over 20 million dollars well ahead of schedule and kept going. The extra funding enabled them to construct an additional building on the campus.