Each year, The Simon School, a top-ranked graduate business school in Rochester, conducts a campaign asking alumni to donate to the school. To inject life into this repetitive message, we produced a two-minute web-mercial delivered via email. This mini-movie uses music and motion graphics to suggest that a gift to Simon will increase the value of a graduates own degree, plus engage the worlds next generation of business leaders. The goal was to create a value proposition and move the audience to immediate action. The execution resulted in a wave of online donations from a single mass email. The web-mercial was so successful in showing off the Simon School that it is being re-purposed for marketing to potential MBA and PhD candidates.