Purpose

The purpose of this study is to demonstrate how an academic library can use a library-led, public, positive, and broad faculty gratitude campaign to help a campus embrace a culture of open education. Design/methodology/approach

Using a literature review of faculty outreach efforts in the area of open education and an examination of the psychology of persuasion, this library developed a gratitude campaign that consisted of a faculty video, letters from the provost, signed cards from students, door hangers, and the delivery of swag bags to faculty offices. Findings

While it is challenging to assess how much an initiative may have changed campus culture, initial responses to the gratitude campaign have been overwhelmingly positive. In addition, it cost little or nothing to develop the campaign and materials can be reused in future events and initiatives. Practical implications

Changing campus culture, maintaining momentum in a program with limited funding, and reaching reluctant faculty are all challenges for open education initiatives. Initiating a gratitude campaign can begin to address all of these by being public, positive, and inclusive. This case study describes how a campus could adopt any or all of the gratitude campaign strategies and it includes openly licensed examples, templates, and models for readers to use. Originality/value

Open education and affordability efforts that use presentations, grant programs, and awards are common on academic campuses. However, when funding is tight or these efforts fail to reach new audiences, a gratitude campaign can make inroads where these traditional efforts are limited.