Genius peer-to-peer fundraising campaign
resonates across Canada.

Science World ignites wonder and empowers dreams through science and
nature. Perched along False Creek in a sparkling dome built for the Expo 86 World’s Fair, the iconic Vancouver attraction delights over 860,000 visitors annually through hands-on exhibits, while also delivering vital outreach education opportunities across the province of British Columbia to over 145,000 student and teachers.

When COVID-19 caused a sudden revenue drop of 85% and put the
charitable organization’s outreach education efforts in jeopardy, Science
World responded with a stroke of genius, creating The World Needs More
Nerds fundraising campaign with the benefit of JustGiving® from Blackbaud,which was being introduced to Canadian customers through an early access program.

Science World’s development team asked to join the early access program,
because the peer-to-peer fundraising solution “clicked all the boxes” and
could facilitate a quick response, according to Nancy Roper, Science World’s vice president of development. “From our point of view, it was efficient, easy, secure, and allowed us to personalize the campaign for what we needed in our brand and our message.”

The team’s successful use of other Blackbaud fundraising solutions through the years—including Blackbaud Raiser’s Edge NXT® and Blackbaud Online Express™—also boosted their confidence going in. “We knew we could trust the platform because of the reputation of Blackbaud.”

Calling All Nerds

Prior to its introduction in Canada, JustGiving® from Blackbaud had proven
successful in other parts of the world. The flexible fundraising solution
provides easy crowdfunding and do-it-yourself abilities that turn
supporters into advocates who can further engage family, friends, and
colleagues with related fundraising pages.

Science World champions STEAM learning: Science, Technology, Engineering,
Art and Design, and Math. In a time of world worry, the positive spirit of its
Nerd-a-thon campaign resonated, attracting national media coverage the
first weekend after its launch in July 2019 and raising more than $150,000
within the first two months.

After that point, the campaign incorporated a $100,000 matching challenge
from gaming entrepreneur Jesse Houston and his wife Erica, and once
that was complete, added a $50,000 matching gift campaign by founding
members of the energy analytics firm Ecotagious. The total was anticipated
to climb past $400,000, and thanks to the flexibility of JustGiving® from
Blackbaud, big and small offline donations could be added to the ongoing
online tally on the main Nerd-a-thon page.

With the help of Science World’s go-to marketing agency Rethink, the
campaign highlighted STEAM celebrities, incorporating photos from their
childhood. The nerd A-list included Jesse Houston as well as Canadian
astronaut Chris Hadfield, primatologist Jane Goodall, and B.C.’s Provincial
Health Officer Bonnie Henry, who had gained prominence for her leadership
$150,000 during the pandemic.

Accessibility was key, and through JustGiving® from Blackbaud, all nerds
were encouraged to get involved with simple guidance on how to make
the challenge their own. “There’s a variety of ways you can celebrate your
nerdiness and support the organization,” Roper said.

Groups like the life sciences company Zymeworks got involved, matching
their employees’ donations by “Nerd-ing Out” at work.

A line of merchandise complemented Science World’s larger campaign, with
Nerd in Training T-shirts for youth, and Giant Nerd T-shirts for adults, plus
themed pins, socks and COVID masks. Vancouver-born Avengers actress
Cobie Smulders gave the merch and Science World a shout-out on social
media, telling her Canadian peeps: “The place responsible for my nerdiness is
struggling due to COVID.”

The World Needs More Nerds campaign has also served a larger purpose
by reinforcing trust in scientific experts, their work, and recommendations
during a critical stretch of the pandemic. As Roper pointed out: “Science is
more important than ever right now.”