From Faces to Funds:
Mastering Social Media with a Transformative Week of Giving
NICOLE GRANT
Introduction
During my time with the Albany State University Office of Communications, I had the chance to work alongside two other interns on a campaign that left a real impact. One of our biggest projects was supporting the university’s annual Week of Giving—an initiative designed to bring the ASU Ramily together around giving back.
Our boss came up with the idea to spotlight the different departments and people that make ASU special. The goal? To literally show their faces. And just like that, the Faces of ASU campaign was born. It was a bold content series meant to tell real stories from across campus, and I was in charge of filming and editing those interviews—capturing the voices and energy of the ASU community.
THE CHALLENGE
ASU had some real hurdles to get past:
- Historically low financial support
- Trouble building strong, lasting connections with alumni
- And honestly—not a lot of video content to help tell the story
We needed to make the ASU community feel seen, heard, and proud again.
THE Approach
Instead of focusing on the “ask,” we focused on the people. I helped capture over 20 interviews with students, faculty, alumni, and staff—each sharing their unique experience at ASU. We cut those interviews into short, punchy videos designed to be shared across social.
Timing was everything. We released the videos throughout Founders Week to tap into nostalgia and pride, and made sure the content felt personal, not promotional. Each clip helped paint a fuller picture of the university’s reach and relevance.
The Content
A multi-video content rollout, including:
INTRODUCTION
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 ASU
This video spotlighted students, faculty, and staff sharing heartfelt reasons they love Albany State University. Their faces became the emotional core of the campaign, helping to foster a deeper sense of pride and connection across the community.
FACES OF ASU
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
- People over polish – Real stories will always connect more than overproduced content.
- Make it work – We didn’t have much, but we made it count. It’s not about resources—it’s about resourcefulness.
- Plan to repurpose – Even short interviews can be gold if you know how to break them down and stretch them out.
- Don’t sleep on timing – Launching the campaign during Founders Week gave it an emotional boost that made people pay attention.
Final Thoughts
Faces of ASU proved the power of honest storytelling. We didn’t have a big budget or a professional crew—just a couple of Nikon D3100s, $30 lav mics, and some old film lights that blew out halfway through the week. But we had a vision, and that was enough.
In just four days, we filmed over 20 interviews—students, faculty, alumni, staff—and by Monday morning, everything was edited, sorted, and ready to launch. It was intense, scrappy, and totally worth it.
This was my first real video campaign. It taught me that video doesn’t have to be intimidating. You can build something fast, effective, and meaningful—even with limited tools and time. It was a proving ground. And I proved to myself that I could do the work, tell the story, and make it count.
Every campus, nonprofit, and community org deserves beautiful content that reflects who they are. This campaign was my way of showing what’s possible when you lead with heart, hustle, and a clear message.
