Johnny Mac Soldiers Fund

Supporting military families through sustained social media efforts.

Johnny Mac Soldiers Fund

The Challenge

The Johnny Mac Soldiers Fund began as a small effort to help one fallen classmate’s family, and then quickly transformed into a strategic mission to help as many military families as possible.

Since their founding in 2014, Johnny Mac Soldiers Fund has grown into one of the most inspiring organizations Thrive Creative has ever had the chance to work with. When they came to us with a desire to see their mission, message, and fundraising efforts reach a bigger audience through social media, we jumped at the opportunity to help by creating a social media content matrix and posting schedule designed to do just that.


  • Social media marketing
  • Visual design
  • Information architecture
  • Content development
  • Strategy & planning

The Solution

Our work for Johnny Mac Soldiers Fund began by understanding the organization’s near- and long-term goals. Once we had a clear idea of what JMSF wanted from their social media efforts, we designed a series of branded graphics that helped us put some helpful parameters around their already-established brand identity. We looked for ways to embellish and enhance their current suite of digital assets, ultimately using design, content, and a meticulously honed voice and tone to deliver an approachable and familiar message to their supporters.

In addition to organic social media efforts, we also had the opportunity to launch paid social campaigns aimed at bolstering fundraising efforts, design strategic reports for JMSF board members, supporters, and stakeholders, and help the JMSF leadership team forge a new path forward.

Social Media
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