Cleveland Museum of Natural History

Overview

The Cleveland Museum of Natural History was preparing for one of the most significant transformations in its 100-year history — a $150 million capital campaign to fund a complete reimagining of its exhibits, facilities, and visitor experience.

TWIST was selected to reframe how the public viewed the museum: not as a static institution, but as a vital part of Cleveland’s cultural heartbeat. The work began by identifying a new audience, the Suburban Millennial Mom, and understanding how curiosity, family, and connection could become catalysts for renewed engagement and giving.

Goal

Reignite public excitement, reshape donor perception, reintroduce the museum as a living laboratory, transform nostalgia into participation, and inspire multi-generational support.

Save Curiosity Campaign

outside kiosk with green poster

Solution

TWIST helped the museum rediscover its most powerful asset: the wonder that lives at the intersection of science and imagination. Through the Save Curiosity campaign and The Natural content platform, the team gave donors and families a reason to reconnect and reimagine what the museum could mean to them.

Every tactic — from high-touch donor experiences and storytelling to immersive social and digital campaigns — reinforced one idea: this is where science and imagination meet. The result was a complete narrative and visual shift that turned the capital campaign into a community movement.

Results

40% increase in brand awareness across Cuyahoga County within the first year
25% increase in donor engagement and new high-value gifts during campaign launch
100% adoption of campaign materials by internal advancement and development teams
Established The Natural as an ongoing owned-media platform sustaining engagement through construction