The Princess Margaret Foundation has for a long time run several branded fundraising events. The events themselves are well organized, but the digital and social faces for the events lacked strategy and design and gave users very little reason to engage. The primary focus upon joining the Foundation was to organize these digital properties, starting with social. We began by creating a strategy for each of the events that included a yearly ‘toolkit’ which would guide the look-and-feel for our social grids to create a cohesive, professional, and exciting presence. We introduced animation, made use of tasteful social stickers, and overall created a modern social presence that our participants expect.