What: ProPublica  is an independent nonprofit newsroom that produces investigative journalism in the public interest. Studio Usher was brought in to boost year-end fundraising and we developed a campaign centered on digital storytelling, nonprofit marketing, and social media engagement. At its core was an interactive content tool that let supporters generate custom banners personalizing the phrase “I am pro-_________.”

Goal: This user-generated content campaign invited ProPublica’s Facebook and Twitter audiences to publicly align with the organization’s mission, while encouraging donations and expanding reach. The tool offered a simple, personal way to express shared values, reinforcing ProPublica’s broader nonprofit fundraising strategy.

Notable: The banners became a centerpiece of the campaign, which raised $500,000, highlighting the power of interactive digital tools in driving audience engagement, nonprofit fundraising, and brand visibility.