Fayetteville tech startup acquired by UK-based company


A Fayetteville tech startup was recently acquired by a UK-based company with operations in the U.S., Canada, and Israel.

Gratavid, a video platform that helps nonprofits and education organizations stay connected to their donors through personalized videos, has merged with Graduway + Gravyty, which specializes in virtual communities and fundraising.

Company officials said the merger will help improve donor retention for organizations that work with the newly-combined entities.

“This acquisition is an integral part of Graduway + Gravyty’s client strategy, providing a human feel and personalization in an extremely digital world,” said Daniel Cohen, CEO and founder of Graduway in a news release. “We are empowering and enabling people to connect more personably with a mission close to their hearts – allowing us to deliver on the promise to energize, mobilize and steward communities.”

Gratavid works with Habitat for Humanity, Teach for America, United Way, Texas A&M University, and others. By integrating with CRMs in the industry, like Blackbaud, DonorPerfect, Salesforce, Zapier, and Microsoft, Gratavid helps clients filter and segment their audiences based on donor information, gift amounts and milestones.

“Given Graduway + Gravyty’s proven track record of innovation and customer success, we couldn’t be more excited to start the next chapter of Gratavid by joining forces with their team,” said Will Trapp, CEO and founder of Gratavid in the release. “We’ve always been proud of our commitment to customer support and success, but now we can offer even more help and resources to our existing and new customers. We’ve never been more excited to get to work helping our customers fulfill their goals and objectives through personalized video.”

Trapp launched Gratavid in 2019. Before that, he was a director of technology who worked in web development and design systems at Saatchi & Saatchi X.

Combined, Graduway + Gravyty + Gratavid now works with over 2,500 schools, colleges, nonprofits, and healthcare organizations across the world.