Love 4 the Loo:
From Campus Campaign to Content Engine
NICOLE GRANT
Introduction
As a member of the Communications team at Tougaloo College, this was my first video-led campaign for the school—and it came with a serious challenge: just one week to pull it all together. While the Division of Institutional Advancement focused on other key Founders’ Week engagements, my director and I were asked to lead the charge for Giving Day communications.
Video content can feel overwhelming or out of reach for many organizations—especially schools and nonprofits that often rely solely on graphics due to limited time, skills, or resources. But video is my thing. I’m passionate about increasing access to meaningful, high-quality content creation—especially for teams that assume it’s too difficult or expensive to try.
This campaign was my opportunity to show what’s possible: that video doesn’t have to be hard, that it can be done fast, and most importantly—that it can be effective.
THE CHALLENGE
Each year, Tougaloo College hosts a Giving Day to raise funds for scholarships, campus improvements, and student support. But fundraising fatigue is real. We needed a fresh, engaging approach to inspire alumni, students, faculty, and community members to participate meaningfully and joyfully.
THE Approach
Rather than launch another generic “please donate” campaign, we embraced the school’s affectionate nickname—The Loo—and crafted a fun, nostalgic, and community-driven theme: Love 4 the Loo.
The campaign strategy included:
- A strong sense of community and celebration, featuring students, faculty, and alumni sharing what they love most about Tougaloo
- A catchy, rhyming theme that was easy to remember and fun to share
- Nostalgic storytelling that reconnected alumni with their favorite campus memories
The Content
A multi-video content rollout, including:
SAVE THE DATE
A short teaser video featuring sweeping shots of the campus, created to build anticipation for Tougaloo’s Giving Day. This piece invited alumni and supporters to show their love by donating, while setting the tone and aesthetic for the full campaign.
WHY I LOVE THE LOO
This video spotlighted students, faculty, and staff sharing heartfelt reasons they love Tougaloo College. Their voices became the emotional core of the campaign, helping to foster a deeper sense of pride and connection across the community.
TOUGALOO IN ONE WORD
In this engaging video, members of the Tougaloo family were asked to describe the college in just one word—then explain why. The result was a powerful and personal mosaic of what Tougaloo means to the people who live and breathe it every day.
THE RESULTS
The Lessons
More Than a Moment: Building Evergreen Content:
One of the most powerful parts of this campaign was how it allowed me to multitask and build content that extended far beyond Giving Day. While filming interviews, I asked students, faculty, and alumni broader questions like:
“What’s your favorite place on campus?”
“What makes Tougaloo feel like home?”
These answers sparked a whole new content strategy focused on iconic campus locations. That footage became the foundation for an ongoing series highlighting beloved campus spots—designed to educate prospective students, energize alumni, and deepen school pride.
The Results from Ongoing Campus Content
Massive Engagement Growth
The Warren Hall video became our highest-performing piece of content with
A Thriving Content Library
We went from just 20 stock photos to a robust archive of reusable videos and images.
Strategic Repurposing
Asking smart, flexible questions during Giving Day gave us months of evergreen material
Final Thoughts
This campaign wasn’t just about raising money—it was about raising energy. “Love 4 the Loo” proved that storytelling and strategy can shift how people interact with an institution.
And for me? It was a proving ground. I showed that video doesn’t have to be scary, that you can build something fast and meaningful—even with limited time and resources. I believe every campus, nonprofit, and community organization deserves beautiful, effective content—and this project was my way of making that vision real.
