In an effort to reach our donation goal, I created 15 posts for the final 15 days of the I heart MacJ fundraising campaign highlighting reasons support MacJournalism. I wanted these posts to stand out from our other social media content to ensure that they caught reader attention and encourage community members to donate to our fundraiser. I carefully selected photos of McCallum students or repurposed imagery from some of our most popular posts, knowing that it would both highlight our work as journalists and also draw readers in. I incorporated a consistent typographical treatment to each post, along with one short reason for supporting our program. This added a daily storytelling component with a ‘Top 15″ countdown that engaged our followers. While these posts weren’t the only reason for this campaign’s success, they did help with the final push that helped us raise more than $10,000 to fund our program.
