Love 4
the Loo.
A nostalgic, community-first Giving Day campaign that reconnected alumni to the Tougaloo experience before asking them to give.
The overview.
Every year, Tougaloo College hosts a Giving Day during Founders Week to raise money for scholarships, campus improvements, and student support.
Fundraising fatigue is real, and the team needed a fresh, engaging way to get alumni, students, and faculty to actually participate.
How it came together.
Identify the Problem
Another generic donation ask wasn't going to move anyone. Giving Day needed a hook that felt personal instead of transactional, something that would make people want to give rather than feel obligated to.
Determine the Solution
Instead of another straightforward appeal, we leaned into the school's nickname, the Loo, and built a nostalgic, community-first campaign around it called Love 4 the Loo. The idea was to reconnect alumni to their Tougaloo experience before asking them for anything.
Execute the Strategy
We built the campaign around a catchy, rhyming name and nostalgic storytelling, paired with a save-the-date drone video and four school-focused highlight videos. Content leaned on students, faculty, and alumni sharing what they genuinely loved about the Loo, giving the whole campaign a sense of community instead of a sales pitch.
Love 4 the Loo Campaign Video 01
Giving Day · Tougaloo College
Analyze the Results
Alumni engagement on social media increased by 40% compared to the previous Giving Day, and donation participation exceeded expectations with a 20% increase in first-time donors. The campaign theme was so well received that it's now a recurring part of Giving Day branding.
The conclusion.
People give when they feel connected, not solicited. By tapping into alumni nostalgia and keeping the campaign fun instead of formal, Love 4 the Loo became a celebration of community rather than a transaction, and the Loo definitely felt the love.
Next case study: Giving Tuesday →The Loo definitely felt the love.
Nicole Grant, Content Strategist