Science Friday is a nonprofit media organization best known for its weekly podcast and flagship radio show on over 500 public radio stations, reaching millions of ears and minds.
Hosted by longtime science journalist Ira Flatow, the show features expert interviews, timely discussions, and explorations of the latest discoveries. Beyond the airwaves, Science Friday produces award-winning digital content, educational resources, and live events that spark curiosity and deepen scientific understanding.
Operating under the Science Friday Initiative, a 501(c)(3) nonprofit, the organization is rooted in values like integrity, innovation, trust, and equity. Its mission is to transform the public’s relationship with science through joyful, expert-led storytelling that empowers informed decision-making and lifelong learning.
the need.
Science Friday came to us with a challenge: increase donor engagement using a government grant earmarked for innovative marketing efforts.
They needed support reactivating lapsed donors, converting loyal listeners who hadn’t yet contributed, and reaching new audiences likely to support and engage with their radio show.
A strategic approach was needed to grow and diversify their donor base during their most critical fundraising season.
the approach.
1. strategic session
We began by aligning with Science Friday’s goals for donor growth and audience expansion, using the grant to focus on high-impact digital marketing tactics. Our team conducted audience analysis to segment their existing donor base, identify lapsed donors, and define target profiles for potential new donors based on interests and behaviours aligned with Science Friday’s mission.
2. content audit
Next, we developed a cohesive digital ad campaign tailored to each donor segment. This included compelling ad copy and visuals optimized for various platforms. We also designed and launched a dedicated donation landing page articulating the impact of science journalism and why donations matter.
3. implementation
We launched across digital channels, including Facebook, Instagram, and Cross-Network (YouTube, Gmail, Google Display). This included targeted outreach to lapsed donors, interest-based prospecting, and retargeting for engaged site visitors. We closely monitored performance in real time, applying creative and budget optimizations throughout December to maximize donation volume during the peak giving season.
the outcome.
The campaign delivered an instant boost in donations during the peak giving season while also raising the baseline of Science Friday’s donor pool. This expanded base creates a stronger foundation for future fundraising, with momentum expected to compound year over year, leading to sustained donation growth.
Strong Engagement
impressions
shares
in followers
completed video views
Social Media Success
delivered exceptional interaction and boosted brand awareness
Post engagements from Facebook ads
Key Outcomes.
The campaign drove strong engagement and donor growth, delivering millions of impressions, high click-through rates, and exceptional interaction on social media. Donations surged during the giving season, expanding Science Friday’s donor base and setting the stage for sustained long-term growth.
“I’m incredibly proud of how we turned a single grant opportunity into both immediate impact and lasting donor growth for Science Friday. The cool, science-inspired creatives we designed for the ads were a personal favourite, and they really brought the campaign to life. Seeing our strategy spark massive engagement was a huge win and a reminder of how smart targeting, great design, and thoughtful storytelling can drive real fundraising and brand momentum.”
