In 2014, in lieu of doing a Presidential holiday card, the NU president (Dr. Jim Linder) elected to do newspaper and digital advertising in order to reach and engage more Nebraskans. I led the development of the campaign, which included a full-page thank you ad—which ran in major newspapers across the state throughout Thanksgiving weekend—social media shares, and a splash page, www.nebraska.edu/thankyou, on which we invited Nebraskans to share their stories of how the University of Nebraska has helped them and their families.