The mission of Museum of Science, Boston is to play a leading role in transforming the nation’s relationship with science and technology. During the COVID-19 pandemic, the Museum of Science pivoted its annual Pi Day campaign to engage its supporters to exceed its fundraising goals.

The Challenge

The Museum of Science, Boston faced a significant challenge. Despite being closed due to restrictions around the COVID-19 pandemic, the museum was dedicated to its longstanding commitment as one of the country’s leading and largest science museums. To provide educational experiences around science and technology, they decided to continue carrying out their yearly Pi Day campaign on March 14. This campaign had to immediately pivot the communications strategy to reference the pandemic lockdown to avoid sounding tone-deaf and reposition a continued need for donations despite the museum being closed.

The Solution

With the help of Allegiance Group + Pursuant, the Museum added nuances to the copy for the Pi Day campaign to reflect the current climate and focused messages around keeping the science and technology curriculum available for everyone despite the museum being closed. 

The Results

The Museum ended up surpassing its fundraising goal of $125k and raised $198k over the course of a weekend, which saw a 134% increase in revenue year over year with more than 200 gifts across all channels. It was their biggest and most successful Pi Day campaign to date.

Beyond donations, the campaign garnered 766,000 impressions and 1,900 reactions, comments, and post shares across their social media platforms.