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7 Days of Love was a an e-mail marketing and social media campaign done in collaboration with the Alumni and Development office at St. Johnsbury Academy in efforts to raise money for the annual fund. For seven days leading up to Valentine's day, any one who gave a gift to the school, would be entered into a drawing to win cool prizes, which had romance as the theme: weekend gateway, gift cards to restaurants, flower shops, etc. The idea was to create a visual e-mail blast, that would be sent to alumni, faculty and friends. Following the blast, the focus became social media, where visual "prize tips" became an important role on the Alumni's Facebook. The idea behind the prize tips was to post an image daily on Facebook, giving people tips on what they could do if they won that prize. The messaging, and visuals were carefully tailored to for best results and the amount of gifts given in the seven days surpassed the expectations.