A single grant sparked 1.7 million impressions, 89K+ engagements, and lasting donor growth for Science Friday.
When they received a one-time government grant for innovative marketing, they wanted more than a short-term boost. They wanted momentum that would carry into future fundraising seasons.
Their goal: reconnect with lapsed donors, inspire loyal listeners who had yet to donate, and introduce new audiences to the power of science journalism.
We set out to make it happen.
science-rooted strategy
We started by aligning around a clear goal: grow and diversify the donor base while staying true to Science Friday’s curiosity, trust, and community.
Through deep audience analysis, we segmented current and lapsed donors, identified high-potential prospects, and built a full donor profile system that reflected behaviour and belief. The strategy was built to meet people in mindset and values.
creative curiosity
The campaign came to life through targeted ad sets built around science myths, playful trivia, and audience-first storytelling. From copy to visuals, every piece was designed to feel like Science Friday: smart, fun, and surprising.
We wrote messaging that spoke to impact, designed ads that encouraged curiosity, and revamped a donation landing page showing why science and science journalism matter.
learning launch
We launched the campaign across Facebook, Instagram, YouTube, Gmail, and Google Display, covering new donor prospecting, lapsed donor reactivation, and retargeting for already-engaged audiences.
Throughout December, we monitored performance in real time, optimizing budget and creative placements daily to maximize impact.
it led to
💡1.7 million impressions
💡307,677 reach
💡21,124 clicks
💡 89,000+ post engagements on Facebook
💡 334 shares + 1,442 completed video views
💡 4.4-5.7 pages per session on landing pages
The campaign grew Science Friday’s donor base and gave them actionable insights to shape future outreach. The foundation for sustainable, year-over-year momentum is now in place.
A short-term opportunity led to long-term trust and reach. Because when you connect the right message to the right audience and invite them in, you expand your mission.
