Project Description

The New York Academy of Science is a leader in engaging youth in science and innovation, through its programs such as ‘1,000 Girls, 100 Futures’ and ‘Challenge 2030’. However, acquiring funding for such programs requires effective messaging and marketing to an extraordinarily-challenging niche audience: donors. NYAS engaged ReAgency, with the business objective to drive donations amongst foundations, trusts, and high-wealth individuals, through the creation of video assets that could be used during fundraising events; such as the New York Academy of Science’s ‘Imagine 300’ Gala event. The assets would leverage the NYAS
brand assets, brand reputation, and influencers to drive donations.

Careful messaging was key to the success of the campaign. ReAgency’s communications team worked with NYAS through several rounds of communication
strategy and planning, including the scripting of the key video asset: the ‘Imagine 2030’ film. Communications messages were refined to meet the needs of sponsors and donors, and then built out into a video script. The script was then tested on representatives of the target market, and feedback was gathered on the campaign’s effectiveness. After final communications messages were locked in, we used archival photo assets from NYAS’s 200-year history, and filmed on camera interviews within influencers such as James Watson, Craig Venter, and Ted Turner (CNN), to add third-party credibility to the messages of innovation, integrity, and leadership.

The final marketing piece was screened at the NYAS ‘Imagine 2030’ gala, and raised over $1.6 million in donation commitments within 24 hours. This is just one case study of our ongoing marketing work with NYAS – we are delighted to work with the academy on a recurring basis to raise funds, increase youth enrollment in programs, and boost visibility of the NYAS brand.

CLIENT

NEW YORK ACADEMY OF SCIENCE
Case Study: Imagine 300 Fundraising Campaign

DELIVERABLES
CONTENT MARKETING
CONTENT PRODUCTION
INFLUENCER ENGAGEMENT
SOCIAL MEDIA STRATEGY