Turning Pages Into Participation: How PBS is Reinventing Fundraising Through Interactive Play
Nonprofit digital engagement vs pledge season, what PBS learned fast
Public media fundraising has deep traditions, which can make digital engagement feel like swimming upstream. “[Public broadcast] stations are amazing at pledge drives, but many are still behind on innovative ways to reach audiences online,” says Jen Newmeyer, Senior Director of Digital Fundraising Strategy at PBS. “My role exists to change that.”
Jen’s team set out to add a spark of play to the familiar pledge experience. The idea, simple and bold, was to pair broadcast moments with interactive challenges that enhanced viewing, not interrupted it.
Early attempts, tied to the pledge specials Mexico Made With Love and America Made With Love, looked gorgeous and featured artisan spotlights. Participation, however, lagged. The pledge audience is typically older, and less inclined to download an app, and timing collided with already packed calendars like Giving Tuesday and year-end pushes. “We learned fast that even a great concept struggles if it asks the wrong audience to change habits during the busiest weeks,” Jen explains.
“In digital fundraising, attention doesn’t just happen. It takes intentional strategy to capture and keep audiences engaged.” — Jen Newmeyer, PBS
How a citywide scavenger hunt sparked PBS’s interactive fundraising experiments
Before PBS ever launched a national activation, Jen experienced a citywide Goosechase first hand at Washington, DC’s Cherry Blossom Festival. “I was new to the area, and it got me out exploring neighborhoods, shops, and events. I loved it,” she recalls. That personal spark became the blueprint for PBS, using playful Missions to drive discovery, local partnerships, and learning moments.
Armed with that insight, PBS ran four Goosechase experiments:
- Two pledge linked games for Mexico Made With Love and America Made With Love, with rich content and artisan features.
- An internal conference game at PBS’s annual meeting to help station teams try the format and imagine local versions.
- A reader's first activation with the PBS Books Readers Club Experience, timed outside of pledge drives and aimed at a passionate, captive community.
The first two taught hard truths about timing and audience fit. The third proved the thesis.
“Even when the first attempts did not scale, the people who played absolutely loved it. That kept us iterating.” — Jen Newmeyer
PBS Books Readers Club, an interactive book club that drove participation
The PBS Books team already nurtures a vibrant digital community, including an active Facebook group and hosts that readers know by name. That trust translated into rapid adoption. “We released Missions in waves, mixed trivia with photo prompts, and offered weekly prizes. We had ten to twelve people tied for first nearly every single week,” says Jen.
Player feedback arrived in real time, which made the game better. Participants flagged a couple of incorrect trivia answers and even chased down promised bonus points. Instead of seeing complaints, the team saw commitment. “Someone wrote, ‘I have tried to answer this five different ways.’ That is dedication,” Jen laughs. It was proof that the format held attention and sparked friendly competition for this interactive book club.
The game design amplified the Readers Club and the PBS digital landscape. URL based Missions sent players to online episodes with the authors, PBS programs, and even opportunities to sign up for various newsletters. "It really elevated these platforms. We could see audiences signing up and discovering new content," Jen notes.
“The platform is straightforward and flexible. Unlockable Missions, mixed media prompts, and links let you build a unique pathway for every audience.” — Jen Newmeyer
How 8+ PBS Stations Launched Their Own Community Engagement Games
The national pilots were never the finish line. They were the runway. Working with their Goosechase account manager, PBS set up collaboration access so local stations could spin up games in their communities. “About eight stations are experimenting locally,” Jen says. Some nailed it immediately with clever ideas and strong participation. One station even received a six-figure gift after using Goosechase as part of one of their station events. It was deemed “a great success”. Others learned through tricky days, like a summer festival held on the hottest day of the year when families just wanted a quick photo and shade.
That is part of the playbook. Try, learn, and try again. “You cannot run one Giving Tuesday and decide it is not worth it,” Jen says. “Repetition builds brand and curiosity. It could be that by the third or fourth time someone sees it, they start paying attention”
Nonprofit strategy shift, engagement before solicitation
Jen’s north star is simple, and it mirrors a core belief that experience is everything. “Nonprofits need real touchpoints between asks,” she says. “Letters and newsletters matter, but interactive experiences invite people into the mission. That improves downstream results.”
Across the pilots, PBS took away three concrete rules for growth:
- Right audience: Choose communities eager to play, like readers and event goers, not time strapped pledge viewers.
- Right timing: Avoid peak fundraising crunches. Launch when attention can breathe.
- Right format: Mix trivia, photos, and discovery Missions, release in batches, and celebrate progress with prizes.
“These activities are worth the time. They spark connection, creativity, and learning. That is exactly what public media exists to do.” — Jen Newmeyer
Results, engagement metrics and station adoption
- Community momentum, weeks with 10 to 12 players tied for first, sustained chatter in the readers group, and a stream of helpful feedback.
- Local uptake, about eight stations testing their own games after the national pilots, building capacity for repeatable engagement.
- Partner lift, URL missions that channeled readers to artisan and author pages, adding value beyond PBS channels.
Why this interactive engagement platform worked for PBS
- Ease of use that welcomes both creators and participants.
- Flexible Mission types including photos, text, GPS, and URL hunts that drive partner discovery.
- Design that delights, from playful illustrations to a lively in-app feel that matches PBS’s imaginative and approachable voice.
Ready to turn your audience into a community of explorers?
PBS’s journey shows how a playful, well-timed experience can transform engagement for mission driven organizations. Start with an eager community, give them reasons to explore, and let the leaderboard laughter do the rest. If you want to build digital fundraising that feels human and fun, give your supporters an experience to remember. Experience is everything.
What is Goosechase?
At Goosechase, experience is everything. Originally inspired by scavenger hunts, Goosechase is an online platform that enables organizations and schools to engage, activate, and educate their communities through delightful interactive experiences. Sign up and try creating a free recreational Experience, or check out our Pricing!
