Space Center Houston Development Event Experience Design Strategy

Development Event Experience Design Strategy

Space Center Houston 2024

we harness the mad potential of people and ideas and deliver memorable multisensory experiences.

This report is the result of an intensive four month process of immersion and discovery to aide in propelling Space Center Houston into its next chapter of donor growth. We are proud of the mad potential we uncovered in this process, and will be honored to partner with the Development team to bring these ideas to life.

SECTORS OF EXPERTISE:

Executive Summary

Space Center Houston (SCH) has a rich history as a popular destination for space enthusiasts of all ages, offering a mix of education, inspiration, and entertainment. Commanding an audience from the Greater Houston region, nationally, and internationally, SCH provides the unique chance to dive deep into the world of space exploration where visitors enjoy an immersive experience into space discovery and the history (and future!) of NASA and all forms of human space exploration.

Positioned adjacent to the NASA Johnson Space Center, Space Center Houston presents unparalleled access to where the cutting edge of science and research take place. Simply put, there is no place on Earth like Space Center Houston, as it offers a glimpse into the humanity and innovation that makes exploration into the cosmos possible. Presented here is the compelling case for Space Center Houston to embrace its inherent advantage of being a one of a kind human treasure, its role as a community-led nonprofit entity, and as a premier global and local destination.

SCH provides the unique chance to dive deep into the world of space exploration where visitors enjoy an immersive experience into space discovery and the history of NASA.

The event strategy and brand recommendations provided here are the result of qualitative interviews with two dozen individuals who are a part of Space Center Houston’s operations and public experience. These individuals include Board Members, staff, community members, media representatives, space enthusiasts, philanthropists, and industry professionals. The fruitful findings of these interviews are distilled in the pages that follow, but the greatest takeaway is that Space Center Houston is on a clear growth trajectory that is both palpable and primed for a reintroduction to the greater Houston community and beyond. General public interest in space exploration has grown recently due to a number of larger cultural events such as growth in the private space industry, a broad emphasis on the value of STEM jobs in growing cities, and the plan to return to the moon with the Artemis Missions. The public has a growing appetite for space-related programming and Space Center Houston is in a key position to deliver.

Space enthusiasts from all corners of the globe—whether casual observers or die-hard fans—share one common experience: they find a united, vibrant community at Space Center Houston, where their passion for the cosmos is celebrated and amplified. Events are the most foundational way to build and celebrate that community and develop brand trust. From a gathering of members interested in hearing about what went into the design of the new space suit, to high profile social events, each level of event engagement has the potential to tell the rich story of Space Center Houston, where SCH is headed, and how its community of donors can play a pivotal role in that trajectory. Historically, Space Center Houston’s development events and activations have taken on a tradition of offering existing donors “something to do” or “something to give to” with a recruitment strategy focused on converting visitors into paying members by highlighting exclusive benefits. This report is focused on how a robust event strategy can take that strategy farther to enable Space Center Houston to broaden and strengthen its donor base.

Holistically, just about every function of Space Center Houston is an event; from summer camps, adult education, to the guided tours of NASA Johnson Space Center, these are all opportunities that provide a touchpoint to potential supporters. As such, throughout this report there will be references not only to the potential of larger scale, more traditional event activations, but also the notion of ingraining “event” work and calls to action into many of Space Center Houston’s existing activities. Here, the potential for produced,indepth video content can most appropriately tell this story and elucidate Space Center Houston’s mission so that everyone who attends any level of “event” feels that they are a part of something much bigger and grander. Space Exploration is a very complex undertaking that requires the talents and passions of some of the most brilliant people in science, engineering, and design. As donors start seeing themselves in those stories, they will feel that, through being a Space Center Houston donor, they are an invaluable part of that story. In essence, video content distributed before, during or after an event, engages audience members directly into the story. Donors share the success of Space Center Houston’s “service offerings” directly, and indirectly with the accomplishments of space missions themselves.

This approach is more comprehensive than a simple event planning guide, and will require investment and enablement of development team members to forge organizational partnerships between Space Center Houston, corporations, and other mission-aligned organizations to yield activations that offer potential and existing donors the chance to witness how their involvement with the mission of Space Center Houston advances humanity by fueling curiosity. They will see that supporting Space Center Houston allows people from all walks of life to experience space technology up close, get inspired by engaging with astronauts and NASA experts, and feel intimately connected to the space exploration journey. Development and membership events hosted and owned by Space Center Houston need to embrace storytelling and purpose with each curated gathering, to not only relay the wonders of space, but to take a stake in steering future leaders, companies, and communities into pushing the boundaries of human potential, fostering collaboration, and expanding our vision of what humanity can achieve.

Aims + Outputs to This Report

To provide understanding of the Houston philanthropic culture of giving through events and how Space Center Houston can utilize Houston’s unique assets to recruit new volunteers, board members, supporters, and donors.

To provide a vision for events in the next one to three year timeframe (old and new) that solicit net new donors and motivate existing donors to give more.

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To offer ways to incorporate Space Center Houston’s brand through inperson and virtual experiences to motivate action and build brand loyalty.

Current State

Current State

Development efforts at Space Center Houston are largely grounded in individual giving and traditional nonprofit fundraising methods, often contained under the banner of Membership opportunities. There are a few notable fundraising events in the past that have generated varying levels of success, with teams reporting financial gain in the amounts of approximately $250K-300K for Luncheons with Galas typically raising an estimated $750K-$1M. Events are also measured by overall experience uniqueness, interactivity and enjoyment as definitions for success. Recent events that were explored during discovery for this report, include:

FUNDRAISING EVENTS

• The 2017 "Galaxy Gala" with the mission of raising for youth STEM education

• The 2018 "To The Moon and Beyond” luncheon supporting the restoration of Historic Mission control and the Gene Kranz scholarship program in anticipation of the 50th anniversary of the Apollo 11 moon landing

• The 2019 “Galaxy Un-Gala” supporting youth STEM education and announcing the first Space Center Houston Commercial Space Exhibit

• Biannual Development Luncheons and Galas

Continuing the tradition of a biannual schedule alternating between a luncheon and a gala is not a growth strategy sufficient enough to enable Space Center Houston to take their efforts to the next level. An overarching event strategy that offers opportunities to build a community of donors at varying points of entry is needed to realize the full potential of not only meeting fundraising goals, but also strengthening donor relationships with the organization. The story of Space Center Houston is told through the vast offerings of the museum, but a donor-specific message of how people can get involved in the magic is often missed.

GENERAL OBSERVATIONS

• The Development department currently operates on its own island when it comes to tying mission-based work to giving. This is a big opportunity to organize a cohesive team and efforts.

• The Communications department needs to help Development in coordinating and sharing the Human-centric stories at Space Center Houston, or the Development team needs more enablement to be able to tell the full story of all that Space Center offers that could be backed by philanthropy beyond the giving web site.

• Membership is the activation arm for Development - the first step in a journey from Space Enthusiast to Space Center Houston Member to Donor.

• The Board of Directors has 30 current members, a minority of whom are not providing annual gifts in the four to five figure range. The Board can be better engaged, with a minimum annual giving or fundraising requirement to hold a position on the board.

SWOT

/ STRENGTHS / WEAKNESSES / OPPORTUNITIES / THREATS /

STRENGTHS

WEAKNESSES

• Unrivaled access to NASA Johnson Space Center, a major hub for human space exploration that plays a critical role in the United States’ space program. Space Center Houston is not only a monument to the achievements of human space exploration, but it is also an active part of the "cutting edge" of these pursuits.

• Culturally, Houston strongly identifies with being “Space City.” You see this from the names of restaurants, to the names of sports teams, from airport displays to street art.

• Large scale aerospace commercialization has piqued community interest in space exploration, with the hub of these activities being the Houston Spaceport.

• Exclusive access to mission briefings, exciting NASA missions to the moon, with a mid-term goal of missions to Mars create moments of energy and public excitement.

• Donors and members feel very connected to the staff of Space Center Houston.

• Space Center Houston’s distance from downtown Houston is a consistent theme of why it’s challenging to grow new Houston donors beyond the already existent space enthusiasts.

• Many people are not aware of SCH’s improvements, cutting edge research and evolving educational exhibits. There is a "been there, done that" mentality.

• People see SCH as a museum of static artifacts or as a visitor center of NASA Johnson Space Center, with the underlying assumption that it is government-funded. This is true of the people who haven’t recently visited as well as people touring the facility: they are not fully aware of all that Space Center Houston has to offer and that it is funded in part by everyday people like them.

• Some of the most exciting research, programs, and offerings of Space Center Houston are not widely known or shared. Facets such as the Human Performance Accelerator Lab, to name one, do not have an annual report that can be touted and perhaps are left as unharnessed fundraising opportunities.

/ STRENGTHS / WEAKNESSES / OPPORTUNITIES / THREATS /

• Leverage behind the scenes access to grow understanding.

OPPORTUNITIES

THREATS

• Global Leadership: To spread understanding that Space Center Houston is the only human space flight museum in the world.

• Focus on partnerships with low hanging fruit such as Houston Spaceport, and industrial partners in parallel industries (petrochemical, medical, start ups).

• Expand the global donor pool by increasing remote opportunities to connect with the material and programming, using the model of other internationally known museums (like the Musee d’Orsay) where some members rarely if ever physically visit the museum, but they are involved through online interactions.

• Offer higher levels of access during “space events,” such as rocket launches for really high dollar donors (example: a five or six figure donor gains the opportunity to travel with William Harris to Cape Canaveral to experience a space launch).

• Capitalize on storytelling opportunities that show the broad reach of Space Center Houston through compelling video content of what is happening at SCH; effectively bringing the he message of Space Center Houston to people, rather than relying on physical visits to the museum.

• Confusion about government funding and how it supports Space Center Houston.

• There is a perception that even some of the private investments in human space flight are from billionaires who are both out of touch and don’t need more "donor money".

• There is a general theory, grounded in the fact that Space Center Houston is a museum destination, that the daily admission costs to the Center are or should be enough to sustain Space Center Houston, and further, that asking a visitor to contribute at a higher membership echelon is out of the question.

Key Interview Findings

The interviewees provided key insights that informed the strategies included in this report to enhance donor engagement at Space Center Houston events. This report emphasizes understanding audience desires, creating community connections, and addressing the broader purpose of space exploration. Key points from interview answers include fostering personal interactions, promoting STEM education, and utilizing unique experiences to attract donors. Sponsorships and innovative event formats are crucial, alongside personalized follow-ups with the goal of creating meaningful relationships with donors by transforming events into collective experiences that resonate with their interests and values, ultimately expanding support for SCH’s mission.

"Anything that makes Houston a better place to live and work is something that major philanthropists want to support. The idea of having a closer connection to what is actually happening in the space program and using that for education purposes. That is something that the big money would go for. Especially if it's improving Houston's profile with STEM and workforce development."

KIM PARKER

CLICK TO VIEW INTERVIEW HIGHLIGHTS

Donor Landscape

Exploration of Houston Philanthropic Culture

Houston is known to be an economically vibrant city interested in improving the quality of life of its citizens through the arts, green spaces, and cultural events. It is also a city with a big heart, as shown through its thriving not-for-profit organizations, museums, food and art scene and local foundations.

Moreover, Houston has a large professional base who are interested in being a part of something. Space Center Houston

provides philanthropists with an opportunity not only for being part of the action but to have a hand in a better future for humanity - it offers a way for a Houstonian to invest in the future and sustain and create a better quality of life for all humans.

As a cultural institution - Space Center Houston can strive to speak to Houston donors in a manner they respond to, clearly stating impact. For example;

“Donor contributions to Space Center Houston has powered over $X million dollars to science education and to space exploration since its inception. Donors make a lasting impact by empowering young people, supporting scientific advancements, and fostering a sense of community that benefits both present and future generations.”

Houstonian Philanthropic Drivers

Quality of Life Initiatives

• Parks (The Bayou Greenways 2020 Project, Memorial Park renovation)

• Historic preservation (Astrodome, River Oaks Theater)

• Healthy Living (food education and access, The United Way, Baker Ripley)

• Cultural Institutions such as Houston Livestock Show and Rodeo

For example: Affinity to HLSR is hugely driven by the understanding that it is a volunteer powered event and that all revenues of HLSR fund education and scholarships for Texas students. Further, Future Farmers of America, FFA, is an example of an cultural workforce development organization that everyone understands as a direct tie to a fruitful future.

• Education and Workforce Development Investments (University of Houston, Rice University, professional programs, and a diverse range of higher education institutions)

• Healthcare (Home of the Texas Medical Center, the largest healthcare complex in the world).

Philanthropic Events

There is a highly competitive nature of events surrounding date selection in the two Houston Social high-seasons. Space Center Houston can capitalize on already existing high-season events by ensuring there is a Space Center Houston presence at these events. This can happen in a variety of ways: from having team members attend and volunteer to sponsoring or to creating activations during these events. Furthermore, Space Center Houston can embrace the off-season months to host large-scale events like galas.

FALL — OCTOBER

• Renaissance Fest, “RenFest”, Todd Mission, Texas (North of Houston)

• Bayou City Art Festival, Memorial Park Houston

• Houston Thanksgiving Day Parade, Downtown Houston

• Professional Sports: Astros PostSeason , Houston Texans NFL, Houston Dynamo, Houston Dash FCs

End-to-end Polish

SPRING – MARCH/APRIL

• Houston Livestock Show and Rodeo, NRG Park

• Art Car Parade, Eleanor Tinsley Park

• Mardi Gras, Galveston, Texas

• Buffalo Bayou Regatta, Buffalo Bayou

The end to end polish and presentation of a non profit event is really important to Houstonians. They are discerning when it comes to events that are well produced. Indicators of well produced events generally showcase:

• Printed invitations – Invitations with a creative, collectible component become mementos or keepsakes. Interview subjects mentioned invitations to memorable events are valued and kept as mementos for bookshelves in homes or offices. This also reinforces the importance of "artifacts" to SCH's offerings.

• Attendees – Who is part of the event matters to people. Access to astronauts and NASA VIPs is important, as is seeing fellow philanthropists in the room, tapping into the spirit of identification and status.

• How funds are used - If there is a perception that events are paid for by donations, or that a significant amount of contributions to an organization are shifted away from mission based work to one-time expenditures like events, folks can be turned off by the extravagance.

• Event Location - If a social charity event is hosted at the Downtown Hilton Americas, there is a certain perceived strength of the host organization and size. Philanthropic events hosted at an unexpected or out of the box location like a warehouse or art gallery, park or a creatively done site specific showcase are also appreciated by philanthropists - a new destination is always something to be seen. As such, Space Center Houston has access to the unexpected with The Houston Space Port or in open spaces for the new campus development.

Event Types

Houston event attendees are savvy – they will go to events with a range of drivers, value simplicity in giving, attending themselves, ability to invite others with a clear line of sight on how funds are used, and they also enjoy a creative twist instead of a flashy or stuffy gala.

The Tickled Pink Luncheon is The American Cancer Society's fundraising luncheon designed to honor prominent women in the Greater Houston area. This luncheon was named as a respected, enjoyable and simple event to attend by interviewees. It was referenced as a phenomenal success in that it sells out annually and there are funds raised on site. Palatable ticket prices were listed as an easy “in” as well as the fact that everyone who attends feels part of the mission to eradicate cancer in a variety of ways both obvious and otherwise. There is an influencer component, alternate to table purchases, where event co-chairs can invite others to be part of the “friends of co-chair” group. The “friends of” group is offered discounted tickets and because the price to attend is palatable, there is often lots of generosity on site during the luncheon. The luncheon has a few kitschy signature elements such as unlimited pink champagne for all and “bling rings” that are described as flashing light up rings handed out to individuals as they give via a cell phone based platform.

This luncheon is an exemplar model that Space Center Houston can embrace in borrowing the “friends of” aspect, of leaning away from individual tables and filtering table sales towards corporations, and offering a kitschy signature giving element such as the "bling rings". Additionally, the theme of space has so much creative potential to excite and entice people to be involved and have fun.

There are a few extravagant galas or luncheons, however, that have become fixtures in the Houston social calendar such as The Houston Ballet Ball, The Houston Symphony Gala, The Museum of Fine Arts Grand Gala, and Houston’s Best Dressed Luncheon.

OTHER NOTABLE ANNUAL FUNDRAISER EXAMPLES INCLUDE:

• Houston Livestock Show and Rodeo Trailblazers Luncheon

• Houston Parks Board Luncheon

• Hermann Park Conservancy “Hats in the Park” Luncheon

• Asia Society Tiger Ball

• Zoo Ball

• Museum of Fine Arts Grand Gala Ball

• Memorial Hermann Gala

• Cattle Barons Ball

GLOBAL GALAS THAT DRAW HOUSTONIANS

• Gala de Versailles

• American Friends of the Louvre

Professional

Professional Organizations are attractive to community leaders and philanthropists as they provide membership and affiliation to a curated group of like-minded people who are all interested in their own professional advancement, as well as the advancement of others in similar paths and they provide community engagement and giving opportunities to their members. Collaborations with professional organizations and their leaders will create a mutually beneficial environment where both SCH and professional organizations can drive more meaningful outcomes in their areas of focus like expanding networks, resource sharing, credibility, and visibility. This is a great opportunity for SCH to access potential board members and volunteers because of shared common goals, such as promoting education, sustainability, or community development. A partnership helps both entities achieve a larger impact together. Professional organizations benefit from inclusion in and sponsorship of existing Space Center programs.

EXAMPLES:

• Young Presidents Organization

• EO - Entrepreneurs Org

• Volunteer Houston

• YNPN Houston

• Leadership Houston

• Center for Houston’s Future

Organizations Foundations

Houston boasts a handful of well endowed foundations whose sole purpose is infusing money into innovative institutions. Cultivating relationships with local, regional, and mission-aligned foundations is essential for several reasons:

• Access to crucial funding for supporting Space Center Houston’s educational programs, exhibits, and community outreach initiatives; this financial support helps ensure sustainability and allows for innovation in offerings.

• Mission-aligned foundations share similar goals, such as promoting STEM education, space exploration, fostering public engagement with science, or showcasing Houston’s unique culture. Partnerships with these foundations enable Space Center to further its mission by accessing resources, expertise, and funding focused on these shared objectives.

• Local and regional foundations are often committed to improving the communities they serve. By building relationships with these foundations, Space Center Houston can enhance its ability to impact the local economy, education system, and tourism. This strengthens the organization's role as a cultural and educational asset to the region.

• Relationships with well-known foundations enhance Space Center Houston’s credibility and visibility. A foundation's endorsement, through funding or partnership, signals to other potential donors and partners that Space Center is a trusted and impactful organization worthy of support. This is especially helpful with large profile event attendance and potential video content.

• Notable Foundations that are known to be generous to nonprofit ventures, that are perceived to have low barriers to entry are:

Kinder Foundation

The Houston Endowment

The Powell Foundation

John S. Dunn Foundation

Corporations

Corporations are always looking to grow their philanthropic and community engagement efforts. Community is a big driver for corporations to give back, to give their employees a sense of meaning and to activate their brand visibility. For Space Center Houston, developing relationships with corporations is crucial for a variety of reasons, key among those reasons is the ability to significantly drive donor activity.

• Corporations often provide sponsorships for events, exhibits, and educational programs. These sponsorships not only offer financial support but also enable Space Center Houston to enhance the quality and scale of its programming, making space exploration and STEM education more accessible to a wider audience.

• Corporations frequently encourage employee engagement in community service. By fostering relationships with corporations, Space Center Houston can attract volunteers for its programs and events, creating opportunities for corporate employees to actively participate and give back, enhancing the organization's community involvement and visibility.

• Many corporations, especially those in tech, aerospace, energy, and STEM-related industries, have missions and values that align with the work of Space Center Houston. Partnering with these corporations helps build mutual brand value, and Space Center benefits from corporations’ marketing and public relations platforms, expanding its reach and appeal to potential donors.

• Building stronger relationships with corporations often gives nonprofits access to broader business networks. Corporations can introduce their business partners, clients, and customers to Space Center Houston, potentially attracting more donors and expanding the organization's sphere of influence, including potential board members.

Adjacent Industries

A look at the Houston Region’s economic positioning.

STEM Education + Houston Higher Education

The case for why STEM education is important to the economic prospects of any industry have been thoroughly researched and are largely understood. STEM is a buzz word that has meaning in the broader culture, and is popularly known as “tech style education for high paying jobs.” Most people generally identify this focus of education as important or meaningful for the future, and there is a particular emphasis on the importance for young people. However, not everyone connects how Space Center Houston engages with and activates around STEM Education.

There is a talent pipeline offering that major Houston institutions regard as part of the economic prosperity of the region. Greater Houston Partnership, for example - touts Houston as having a strong space education and research ecosystem.

OTHER INSTITUTIONS:

• San Jacinto College

• Rice University

• Texas A&M University

• University of Houston

• Baylor College of Medicine

• UTMB

• UTHealth Houston

Each of these universities/programs have their own cultural draw of some of the brightest young minds who are tomorrow’s leaders in STEM fields. As such, creative programming can target these audiences specifically to engage them early to see Space Center Houston as an institution worth knowing and investing in as they develop their career. There is also opportunity here to drive volunteerism and event attendance from these populations.

Public Sector - Large Companies

Houston is home to 22 fortune 500 companies, and these industries are representatives of Finance, Healthcare, Petrochemical, Education, and of course Aerospace. Each of these companies are made up of professionals who are interested in the pursuit of technology and what advances in research mean to the world at large. The irony of many of these breakthroughs is that, despite how ubiquitous and commonplace many breakthroughs become, the story of how those innovations became commonplace is often unknown and certainly hasn’t been celebrated/showcased. There is a great opportunity for Space Center Houston to be the prime storytellers in sharing these stories, in particular when a story can highlight how Space Exploration enabled advancements in technology, or how a diverse ecosystem of technologies/companies contributed to advancements in Space Exploration.

Private Sector Smaller Innovators

The private space sector is leading advancements in space technology, from reusable rockets to lunar landers and commercial space stations. By partnering with companies like SpaceX, Blue Origin, Axiom Space, and others, Space Center Houston has access to the latest innovations. These partnerships can enhance its mission, expand its reach, and offer numerous practical benefits:

• Allows the Center to integrate cutting-edge developments into its educational programs and exhibits, giving visitors first-hand insights into the future of space exploration and commercialization.

• Collaborating with the private space sector can enable Space Center Houston to develop new STEM programs, student internships, workshops, and hands-on learning experiences that highlight realworld applications of science and technology in space.

• Joint marketing initiatives and partnerships with high-profile space companies can increase both Space Center Houston's visibility and credibility. This alignment helps position Space Center as a key educational partner, attracting more visitors, media attention, and donors.

• These relationships can result in corporate sponsorships for exhibits, events, and educational programs, as well as long-term funding for STEM initiatives, helping Space Center to expand its offerings and impact.

• By working closely with the private space sector, Space Center can help prepare the next generation of workers for careers in aerospace, engineering, robotics, and related fields. This helps sustain Houston's position as a global leader in space exploration and innovation. This is an area that many donors, current and potential, care about.

LOCAL COMPANIES:

• Axiom Space

• Intuitive Machines

• Nanoracks

• Blue Origin

Exploration of Target Audiences

Exploration of Target Audiences

Highest Potential Audiences

Houston residents, and by extension the Houston donor community, can be broadly described in five main segments, based on what motivates them to visit local attractions. These motivations translate to how to best reach and better understand potential donors. The NAVIGATE study

Personas/ Behaviors

explores these Personas in greater detail, with the original analysis offering a look through the lens of “likeliness to visit” Space Center Houston. We expanded the scope of this analysis to include motivations to become a donor. The specific descriptions of the following archetypes (and their

The percentages and numbers offered in parentheses are indications of their presence in the greater Houston region.

Habitual Explorers

(17%, 1.2M)

corresponding numeric representation in Houston) are specific to the greater Houston area, but any visitor to Houston has potential to be drawn to Space Center Houston for these same reasons.

These are individuals who seek unique experiences that can be enjoyed over the long-term, and in this context can be seen as the “bread and butter” of current Space Center Houston members. Of all of the personas defined, these are the ones who are most likely to already be members and have an affinity around “Space City.” They are interested in new experiences and reimagining their city. 2/3 of Space Center Houston members indicate that they would at least be somewhat interested in becoming a donor.

WHAT’S IN IT FOR ME?

"I want to see new things in my home city of Houston. I love Space!"

EVENTS THAT EXCITE ME: Moon2Mars, SpaceX Falcon 9 Rocket Exhibit, Mission Mars

Novelty Seekers

(18%, 1.3M)

These are individuals who look for dynamic and changing experiences where exhibits and fresh themes are motivators. They prioritize hands-on experiences, enjoy attractions that are fun and appealing to their social circles, and are more motivated by novelty and entertainment.

WHAT’S IN IT FOR ME?

"I am drawn to Space Exploration because it’s different and unique. I could just as easily be interested in something else, so the bigger splash something makes, the more I am in to it."

EVENTS THAT EXCITE ME: Independence Plaza, Moon2Mars, The Infinite Experience

STEM Socialites

(38%, 2.7M)

These are individuals whose value attractions that spark conversation and offer opportunities for social interaction, enticed by more premium offerings, such as VIP tours, because of the opportunity to connect with others who are interested in science. Most likely to have children in the household. Motivated by science itself and the discussion surrounding it, as well as the community. More likely to visit an attraction when there is a celebrity involved. Science is a hobby/profession. Good advocates for SCH when speaking to visitors who are coming to Houston. Values authenticity, women in STEM, education, environmental issues, healthcare, sustainability. Interested in how science and space exploration can bring people together.

WHAT’S IN IT FOR ME?

“I am already involved in a STEM type activity via my job or hobby, and I love opportunities for social interaction. I likely have children in my life who are important factors in determining where I put my time and attention.”

EVENTS THAT EXCITE ME:

VIP Tours of JSC

Learning Lovers (13%,

900K)

Motivated by their love of knowledge and exploration, valuing attractions that offer learning opportunities and introduce new content. Educational programming would be of interest to them. More likely to be retired and 65+. This group just wants to learn, earning the title "Lifelong Learners". Appreciate hands on educational experience and mix of education and entertainment.

What’s in it for me?

“I am likely a retired person who is motivated by keeping my mind active and always learning. I have time and interest to volunteer and become an evangelist for a cause.”

Events that excite me: Film Screenings, Mission Briefings

Immersive Escapists (15%,

1.1M)

Look for immersive and personalized experiences that ignite the imagination and create memories. Interested in special events like “Moon2Mars” and “The Infinite Experience.”

Least likely to have children in the household. Science is a passive interest, more drawn to unique experiences. Visits because of novelty and newness of events. This population is the least likely to become a regular donor, but may have the most to learn about Space Center Houston's educational offerings.

What’s in it for me?

“Space Exploration is one of the most unique experiences that a person can have, which is what motivates me to seek these kind of stories and experiences out. I am not really interested in seeing the same thing twice. I want an experience that moves me.”

Events that excite me:

Moon2Mars, The Infinite Experience

Event & Experience

Events & Experience

Ideation

Events are characterized as a moment in time where people gather and experience that moment together. Humans are inherently social and emotional, and event gatherings feed an innate need to be around others and gain a better understanding of self and the world around them through an emotional experience. When approached strategically and grounded in behavioral sciences that leverage human psychology, an event can create lasting memories, move a person or group of people to unite around a common goal or action, and create impact for the greater good.

Event gatherings are said to be the new town square, where ideas are exchanged and trust is built by a community. People not only benefit from gathering, seeing or engaging with others, but they are often inspired to engage with

reciprocity. Reciprocity is a core factor in community building and events are prime opportunities for Space Center Houston to provide that tangible impact.

Not all nonprofit events need to be fundraisers. Often, special events lead by “giving access” to their community through experiences, creating a sense of value and privilege, encouraging potential donors to give in return for the unique experience. Focusing on impact, gratitude, and reciprocity in gatherings is key for growing the Space Center Houston donor community and compelling existing donors to give more. Operationally, events are inherently costly- requiring organizational time, focus, and investment. It is advantageous for Space Center Houston to continue to be wise about investment in events by challenging each event to have its own purpose

and outcome that is not only financial but also mission driven and meaningful. Additionally, events of all sizes should be understood by all to be a part of a constellation of events painting a larger picture of the work of Space Center Houston, its storied past and its exciting future.

What follows are frameworks for gathering types from 1 to 1 experiences to cultivate board members, corporate relationships with decision makers, and higher giving levels, 1 to few experiences that offer access and cultivation of the member to donor pipeline, and 1 to many experiences that forge new trust, awareness and inspire a desire to reciprocate, especially when they see how their involvement directly benefits others.

Cultivation of Community

Hierarchy of Donor Needs

Awareness

• Awareness is about beginning a relationship with someone who will ultimately make a decision on how to align with the organization.

• There is already a regional awareness of Space Center Houston as a museum destination featuring artifacts of manned space travel but awareness that Space Center Houston is a non-profit organization is not there.

• Storytelling is key – multimedia and messaging regarding the rich programming, research and educational opportunities at Space Center Houston is lacking because there isn’t one aggregate arm to tell the story. The brand mission is to enliven the museum as a destination. Development can bring the cause to life to make a potential donor feel part of something bigger than themselves.

• Engage potential donors in conversations about the long-term vision and strategy of Space Center Houston. Invite them to be part of shaping the future direction of the organization, emphasizing that their involvement is essential to achieving ambitious goals. Key components:

Youth Engagement + Purpose: future leaders, from all backgrounds, gain access to immersive educational opportunites

Workforce Development

Impact of research initiatives to advancing every facet of humanity’s sustenance such as Space Center Houston’s proximity to the International Space Station

Trust

• Key tenets of trust building: consistency, follow through, and accountability.

• Transparency in what is being done with gifts is key for philanthropists. In the manner that a business invests in what provides returns, so do private and corporate donors.

• Space Center Houston builds trust by being vocal and transparent about what initiatives are funded, and what percentage of gifts tie directly to an outcome related to the Center itself or to its educational, scientific research, or workforce development impact.

Spending reports and impact reports are critical to sustain donor growth and engagement. There are opportunities here to utilize robust video to tell those stories of impact and reach potential audiences at their attention span.

Consistent and personalized engagement is needed with real people tasked with evangelizing Space Center Houston. This is where events and multimedia can enhance the feeling of belonging and give supporters the words and emotions to then go out and invite their friends, colleagues, and family to join in the mission.

The development team and other influencers can be embraced to expound upon that voice. Scholarship recipients, participants in the Human Performance Accelerator Lab are also notable voices that are relatable and should be heard throughout different touchpoints.

Donors are more likely to give when they feel that they are part of an open, transparent organization that values their input. This trust leads to sustained giving, as supporters feel confident their donations are making a real impact.

Engagement

• Engagement is grounded in interactivity – what can Space Center Houston offer from a donor POV to engage with the Center and with other supporters?

EXAMPLES

memberships, special events at Space Center Houston to meet all persona types like films, mission briefings, mission celebrations, inviting SME’s to share research endeavors on ISS, block parties, and appearances by not only astronauts but major players in the private space industry.

• The recent Space Center Houston Capital Campaign Feasibility Study found that current donors don’t quite feel engaged enough to commit to continuous giving or to increase their giving amount. Embracing tenets of belonging, reciprocity, recognition, and access, can help to imbue donors to not only be part of the mission of Space Center Houston but see themselves as a big part of the solution.

• Partnering with outside organizations will increase engagement and the circle of influence SCH can have in the public eye.

• Donors who feel they belong are more likely to become active advocates for the nonprofit. They engage more deeply, participate in events, and even spread the word to their own networks, encouraging others to donate as well. Their sense of belonging amplifies their desire to help the nonprofit succeed.

Belonging

• Belonging is the feeling of being accepted, valued, and connected to a group or community. In the context of nonprofits, fostering a sense of belonging among donors, volunteers, and beneficiaries can be a powerful way to encourage giving.

• They are comfortable with the people they have been introduced to – and are forging relationships through familiarity and reciprocity.

• Space Center Houston already displays consideration of comfort and belonging with their homeschool days, family overnights targeted to segments, and offerings for sensory sensitive individuals.

• Interview subjects relayed a common thread where while they themselves are enthusiasts who benefit from all that Space Center Houston has to offer, they would benefit more if they were able to meaningfully engage with like minded individuals to forge relationships. This can be as simple as offering name badges to events or simple indicators like special issue pins affiliated with experiences. This requires an organizational investment in time and expense, but once it becomes tradition, that becomes an important identifier for belonging.

Giving

• Once all needs are met - this is when giving can be ignited. When an individual has the Awareness of a cause that they trust, feels engaged enough to feel they belong, they are ready to offer that cause their own resources, namely their time, energy, thought leadership, and financial resources.

• When individuals feel that they belong to a cause or organization, they form an emotional connection. This sense of connection deepens their investment in the mission. They begin to see the nonprofit’s success as their own success, making them more likely to give; emotionally engaged donors tend to give more frequently and in larger amounts.

• Space Center Houston represents a legacy for humanity. Capitalizing on the idea of planned givingpeople are compelled to participate in planned giving to reach future generations beyond their own time on earth. Every gift to Space Center Houston represents ensuring legacy and the future of humanity. The Development team can embrace this in their procurement of gifts.

Igniting Potential of Programs Already in Existence

There is no need to break from the tradition of proven fundraising experiences hosted by Space Center Houston. In fact there is a benefit of continuing event formats known by donors and board members, and are familiar to the donor population as a whole. However taking a fresh look at existing programs and igniting those with a development angle is a no fail mission. Embracing Space Center Houston leaders and program owners and enabling them to break through silos can be as simple as a single aggregate Space Center Houston Events Calendar.

Successful Programs

HUMAN PERFORMANCE ACCELERATOR LAB

A leadership development program that integrates NASA's unique insights on leadership and innovation. It focuses on unlocking human potential and performance by leveraging techniques developed by NASA's Human Research Program. Participants work with NASA experts and business thought leaders to accelerate their individual and team performance in high-pressure environments

CONRAD CHALLENGE

An annual global innovation and entrepreneurship competition for students aged 13-18 to design and develop products or solutions that address global and local challenges in areas such as aerospace, cybertechnology, energy, health, and more. Winners often receive scholarships, investment opportunities, and mentorship to further develop their innovations.

SPACE EXPLORATION EDUCATOR CREW

Launched in 2017, SEEC connects educators with NASA experts and provides them with innovative resources and teaching strategies related to space exploration.

SUMMER CAMPS

A variety of engaging summer camp programs aimed at children aged 4 to 11, designed to foster interest in science, technology, engineering, and math (STEM). The camps are known as the Explorer Camps, and they provide hands-on learning experiences through interactive activities, behind-the-scenes tours, live presentations, and films related to space exploration.

SPACE EXPLORATION EDUCATORS CONFERENCE

An annual professional development event hosted by Space Center Houston for educators interested in enhancing their STEM (science, technology, engineering, and mathematics) teaching practices. The conference typically features a range of activities, including workshops, presentations, hands-on learning experiences, and networking opportunities with NASA experts and fellow educators.

MISSION 2 MARS FEST

A dynamic event celebrating space exploration and education featuring a variety of familyfriendly activities, live music, and engaging STEM experiences with performances by notable artists. The festival aims to inspire interest in space and science while providing a vibrant atmosphere filled with entertainment.

INNOVATION CIRCLE

A distinguished group of leaders committed to enhancing the impact of the center's educational programs in science, technology, engineering, and mathematics (STEM). Members enjoy exclusive benefits, including invitations to special events with industry experts, personalized concierge service, free admission for guests, priority registration for programs, and curated tours of Space Center Houston and NASA facilities

PRESIDENT’S LUNCHEON

Traditional event with donors, innovation circle, warm prospects, major gifts, sponsorships, and elected officials. While this event doesn’t typically get supported by sponsorship sales- this is an opportunity to capitalize on, in offering named sponsorships to feature across screen in recognition.

GALAXY GALA

A major fundraising initiative for the nonprofit and supports the center's educational programs, exhibits, and other initiatives aimed at inspiring the next generation of explorers and scientists. The biannual gala generates revenue through ticket sales and typically features a space-related theme, live entertainment, auctions, and appearances by astronauts and space industry professionals. It serves as an important event to raise awareness and funding for Space Center Houston's mission to engage and educate the public about space exploration.

New and Improved Event Formats to Activate Existing and Net New Audiences

Activating existing and net new audiences for Space Center Houston can be achieved through a variety of event formats and styles that cater to different interests, age groups, and demographics. The goal is to create immersive, educational, and engaging experiences that spark curiosity about space exploration and science while building community connections. Here are some event ideas tailored to achieve that: 1:1 - High Net Potential

Already vetted as a major gift donor. The 1:1 experiences can also be 1:few experiences. These are presented as events designed to grow current donors to higher giving echelons, to recruit incoming board members from private sector with giving potential, and to appeal to new higher net philanthropists.

BEHIND THE SCENES TRIPS WITH LEADERSHIP

• Offered by interview subjects as enlightening, once in a lifetime experiences that could be “sold” to donors. These trips were noted by interview subjects as an idea for netting five to six figure gifts, generating approx. $100K per trip.

• High security test launches done by private sector companies (examples such as test launches by SpaceX in South Texas).

• Being accompanied by the organization’s leadership provides personalized attention and creates an opportunity for the donor to build relationships with key decisionmakers. High net-worth individuals often appreciate tailored experiences that cater to their interests, and these trips can be customized to highlight specific areas of the nonprofit's work that resonate with the donor’s passions/interests.

PRIVATE SECTOR SPACE EXPLORATION “FAMILIARITY” OR FAM TRIPS

• Events of this nature would help to forge deeper relationships with c-suite and founders of companies innovating space flight and exploration. Space Center Houston can offer a win-win with these organizations by exchanging contacts and hosting events around their big milestones beyond speaking appearances.

• This level of exclusivity makes donors feel valued and gives them a deeper connection to the organization’s mission and operations.

INVITATIONS TO HOSTED EXPERIENCES IN THE HUMAN PERFORMANCE ACCELERATOR LAB

• There is tremendous opportunity for corporations to sponsor HPAL for up and coming leaders to be part of the program - a leadership investment or society for select individuals with an application and recruiting process. This could grow a pipeline for giving as beneficiaries from the experience “graduate.”

• HPAL can also be something that is expanded to be part of corporate outings or team building exercises - there are already institutions that know about HPAL and participate regularly, the reach could be expanded to new institutions.

• Additionally, HPAL could be something that donor’s “sponsor” for non-profit organizations, youth leaders, or interested delegations. In this perspective, the HPAL sponsorship can be valued in a way that donors see a direct impact for their community by sponsoring local non-profits to benefit from these unique workshops.

• Donors value the chance to network with others in their peer group, as well as with influential leaders in their industry sector. These trips often bring together like-minded leaders, which can lead to meaningful relationships and partnerships. It also gives them the opportunity to be recognized within a prestigious group, which can further motivate continued support. This value of “connecting like minded people” can not be understated.

SPACE CENTER UNIVERSITY BEYOND MISSION TRIPS

• This is a great way to compel existing donors to see, first hand, how Space Center Houston is investing globally in exposing students aged 11-16 worldwide.

• Current Vice Chair Ivan Rodriguez is a living example of a board member who tangibly invests in growing Space Center University beyond - other board members can be enabled to participate in the program and to recruit others that are interested in this mission.

• There is a clear “heart string” tie through this program. High-net-worth donors are more likely to give significantly when they have confidence in the impact of their donations. Space Center University can provide firsthand insight into how their contributions are used, allowing them to see the inner workings of programs, initiatives, or future projects. This transparency helps reinforce the effectiveness of their giving and can inspire them to deepen their support.

1:Few

For High net potential donors, identified donor prospects, and net new prospects, focusing on opportunities to encourage donors to move up in contribution amounts, frequency or to be compelled to expose their sphere of influence to the Space Center Houston orbit.

“BREAKING

BREAD ROUNDTABLES”

• These can be breakfasts, luncheons, brunch meetings, and/or exclusive dinners with up to 12-18 or so participants that embrace the success of what has been previously formatted as in home salon style events and sponsored/hosted by individuals or corporate sponsors.

• Hosted on site and catered by local star chefs or in pop up locations around the Houston Spaceport, NASA Johnson Space Center, in private rooms of restaurants, boutique hotels, or private residents.

• Frequency of opportunity: bimonthly, quarterly, or can be ad hoc

• Target participants: Space Center Houston leadership, Board leadership, startup founders, innovators in the private space industry (Axiom Space, Intuitive Machines), Astronauts, energy executives and target donors.

BEHIND THE SCENES TOURS - SPACE CENTER HOUSTON, NASA JOHNSON SPACE CENTER, HOUSTON SPACEPORT, WITH ROUNDTABLE INCLUDED

• There is a winning formula here that should be maintained- interview subjects noted the NASA VIP Tours and Space 9 tour as moments of enlightenment that in the past have been critical in exposing new donors and prospective board members to how they can make an impact and how unique Space Center Houston’s offerings are with unparalleled access to the center of Human Space Flight.

• Campus Planning - 2025, include a development roadshow or preview of master plan.

• Invite corporate leaders and sponsors for an exclusive, after-hours experience at Space Center Houston with private tours, networking, and fine dining. Offering VIP packages can bring in a higher-end audience and potential donors.

• Frequency of Opportunity: frequent, ad hoc

• Target Participants: High net worth individuals, Board members- enabled to invite their sphere of influence. Example: Each board member is asked to host two of these per year.

• Opportunity Identifiers: Enable Board Members, Enable Corporation executives to attend or sponsor, can be hosted by Board members or Space Center Leadership - Chief Development Officer Barrett Shaver, Director of Major Gifts, Development Manager. These opportunities do not require President and CEO William Harris.

ASTRONOMY NIGHTS

• Set up telescopes for stargazing with expert astronomers offering talks and Q&A sessions about the night sky, planets, and stars. These could coincide with celestial events like meteor showers or eclipses to attract new attendees. (keep attendance small and intimate). Possibly with a partnership with George Observatory.

• Mission Control Simulation Events: Give guests the opportunity to experience what it’s like to be part of a mission control team, making critical decisions during a space mission simulation. This can attract space and tech enthusiasts.

1:Many

Large scale events or open house opportunities for hundreds of Space Center Houston members, grab-all events for donors and prospective donors, and activations for recognition within larger events to “meet people where they are” regionally.

LUNCHEONS

• Luncheons are appreciated by the Houston philanthropic and business communities alike both for gaining the "state of an organization," and for easy to digest and access social opportunities.

BLOCK PARTIES

• Either hosted by Space Center Houston or capitalizing on already established events, block parties are community hosted events that can be leveraged to feature Space Center Houston and drive fundraising efforts. Interview findings tell us that the Clear Lake community, for example, are prime targets for a community block party, gathering nearby residents together.

Example: Mid Main First Thursday - with a simple introduction, Space Center Houston can be featured as a non profit during what is known as Mid Main First Thursdays, hosted on the 3500- 3600 block of Main Street. In the heart of an eclectic neighborhood, Mid Main First Thursdays are simply a celebration of community, arts and culture.

Culturally Relevant Events

SPACE ART EXHIBITIONS

Partner with local and international artists to create exhibitions or live art performances inspired by space, exploration, and the universe. This format would attract new audiences interested in arts and culture, and could be uniquely Houston.

COSMIC CONCERT SERIES

Host live music events featuring orchestras or electronic music bands playing spaceinspired compositions. A visually stunning light show could accompany the music, attracting both music lovers and the general public.

STORYTELLING AND POETRY NIGHTS

Invite renowned storytellers, authors, and poets to share space exploration tales or original work inspired by the cosmos. This intimate, creative experience could attract an older, literary audience.

Networking Style Events w/ Educational or "Epiphany Inducing" elements

SPACE EXPLORATION INNOVATION SUMMIT:

Host a professional conference or summit featuring space innovators, startups, and scientists presenting the latest advancements in space exploration, AI, and technology. This could activate new audiences from the tech and startup ecosystem.

• Scientific findings + presentations by ISS innovators.

• Healthcare briefings – how Space Center Houston is “helping humans survive and thrive”

• Acquisition and “unboxing” of new artifacts.

HACKATHONS AND INNOVATION CHALLENGES:

Organize space-themed hackathons where innovators, coders, and engineers come together to solve problems related to space travel, sustainability, or communication. Prizes or NASA collaborations could help draw in fresh, tech-focused audiences and prize donations from corporate sponsors.

Activations or Showcases in Major Houston Institutions

EXAMPLES:

• Minute Maid Park installation along concourse

• Discovery Green

• Post HTX display / interactive

• Non space events that want to embrace space brand - World Cup 2025 THE “PORTAL” CONCEPT

• Embracing the core elements of the Infinite Experience and combining with a popular artifact installation known as “The Portal” (or “The Wormhole”) which provides visitors with an interactive look “through” a two way visual “portal” from one location to another.

• Previously connecting cities to New York City, Space Center Houston could create an interactive “portal” from key Houston locations to Space Center Houston, so visitors from all over Houston can “see” what’s happening at Space Center Houston.

• Tap into regional events and donor activity outside of Houston SPACE PROM

A fun event that draws on the theme of space as well as the memories of Prom. Can become an annual event that is catered mainly for those in the Clear Lake area.

Attendees can dress up as astronauts, aliens, or famous space personalities. This type of event could appeal to a wide audience and be especially popular with families and young adults.

FAREWELL TO THE ISS

The ISS is set to be decommissioned in 2030. This is a huge opportunity for Space Center Houston to program around the massive increase in public awareness and discourse around this milestone, as the broader culture reflects on all that the ISS accomplished in its 30+ years in operation. This will be one of those moments on par with the Apollo 50 year anniversary in a true zeitgeist moment.

PARTNERSHIP WITH HOUSTON LIVESTOCK SHOW AND RODEO

A potential expo on space exploration and current research to help grow crops more sustainably on earth, or how “ag” professionals can work with space exploration for research and breakthroughs.

HOUSTON ART CAR PARADE

There is an opportunity for SCH to be integrated into this quirky cultural event by designing or commissioning an art car made from the SCH/NASA community.

Other Events

SPACE-THEMED FILM SCREENINGS/FESTIVALS:

Hold outdoor or indoor screenings of popular space movies (e.g., space documentaries like Apollo 11, to “based on true story” films like Apollo 13, to space escapist movies like Interstellar, to philosophical classics like 2001: A Space Odyssey) with pre- and postscreening talks from NASA scientists or historians to engage both casual visitors and serious space fans. This could even be an overnight marathon style of presentation.

LIVE SPACE FEEDS & INTERACTIVE WEBINARS

Partner with NASA to stream live space missions and pair them with interactive webinars where guests can ask questions in real-time to scientists and engineers.

SPACE VIDEO GAME COMPETITIONS

Video games like Kerbal Space Program or Universe Sandbox have an active gamer audience who are always looking for ways to compete and earn their own status. Gamer competitions hosted by Space Center Houston would be a perfect avenue to bring this audience into SCH's orbit.

Brand Opportunities

There is nothing routine about Space Exploration; it is novel and cutting edge for everyone who is participating in it, from the engineers to the astronauts. The community that supports Space Center Houston is also a part of that, as new milestones are achieved, everyone can celebrate them. Video storytelling is a key way to bring Space Center Houston to its audience and build affinity for giving/ donor opportunities. The brand already has a solid and creative presence on social and traditional platforms. The opportunities outlined here are to tell the story of Space Center Houston’s more “philanthropic” efforts (such as impact of educational programming) and a way to connect special programming to a broader donor audience by increasing the production value of smaller donor events and packaging them to extend beyond the Houston area or to those not in attendance.

The purview of Space Center Houston is to capture the excitement and awe of human space exploration. As William Harris clarified, any mission in space that leads to a better understanding of life on earth falls under Space Center Houston’s focus, regardless if those missions involve people in space. Space Center Houston also tells the story of the people who

make space exploration possible, from the engineers to the designers to the astronauts to the scientists. The mission of Space Center Houston travels beyond the attraction itself; the broader undertaking of Space Center Houston is to tell the story of human space exploration through the spaces and faces on the frontlines of that work.

There are varying interest levels in space exploration, from the casual layperson who gets excited when they look into the night sky, to the enthusiast who digests NASA press briefings, to those who work directly in the space industry. And there is a whole universe of direct inputs (designers, mathematicians, scientists, engineers, manufacturers, politicians, astronauts) and outputs (technologies in every industry, scientific breakthroughs, a deeper understanding that benefits life on Earth) that make the work of space exploration happen. Space Center Houston can be the thought leader in telling that full story of human potential beyond the gates of 1601 E NASA Parkway by utilizing produced video and behind the scenes access through live streamed experiences and activations in more visible regional locations. Video is still the medium of our age. Space Center Houston already does a great job at creatively engaging

audiences through its short form “social” video content. To bring the entire donor engagement to the next level, produced, documentary style videos can speak to the complexity of the work of Space Center Houston, explore the human story behind Space Exploration, and tell more long form stories that pull at the heart strings and showcase Space Center Houston’s place as more than a museum, but an institution for learning, connecting, and being in the center of the action. Bringing those spaces and faces to more people will increase the reach of Space Center Houston and cast a wider net for engaging potential supporters.

Houston Tourism - Houston is Space City- it is the globally recognized moniker for Houston and is the core to the Visit Houston Strategy for evangelizing Houston and its offerings around the world. The first place listed on the Visit Houston web site as “what makes Houston Houston” is Space Center Houston. Space Center Houston is referenced as “Houston’s No. 1 attraction for international visitors and the first Smithsonian Affiliate in the greater Houston area.”

Rather than latently benefiting from this as a tourist destination - Space Center Houston can capitalize on this brand recognition by boldly claiming itself as the heart of “Space City” and reminding the Houston community how that name was created. The grandest opportunity for Space Center Houston is to provide the context for:

• Space City is everywhere from professional sports teams (the Houston Astros and the Houston Rockets) to the imagery that greets visitors at our airports, to street art.

• “Space City” has won the moniker war with Bayou City as the unofficial/official nickname of Houston, TX and is being used as a reference for the unlimited potential that Houston represents in business and its economic impact.

• Space Center can better grasp its role at the helm of making Houston what it is through expanded, bolder partnerships with all of the major institutions that tout Space City Houston.

Events Roadmap

Events Roadmap

To engage donors through events and storytelling for Space Center Houston, it’s essential to create a comprehensive event strategy that emphasizes connection, community building, exciting storytelling, and the mission of the organization. Space Center Houston can leverage the philanthropic culture and unique assets of Houston to enhance its reputation among potential donors and remain relevant for funding future scientists and curiosity. Space Center Houston should also leverage partnerships with academic institutions and public/private companies to enhance its reputation and fundraising efforts and promote the things that donors care about: STEM education, space exploration innovation, and future workforce development. Video storytelling can significantly enhance these fundraising efforts by making an emotional connection to the mission, demonstrate impact, and increase engagement. Video storytelling can significantly enhance these fundraising efforts by making an emotional connection to the mission, demonstrate impact, and increase engagement.

(1) Define the Big Story of Space Center Houston

It is suggested to simplify the “Big Story” of Space Center Houston, and communicate this story at all member events, creating a common thread at events, both big and small. Often donor members are not fully aware of the “mission” of Space Center Houston as a philanthropy that directly helps the community, rather engagement often seems linked to a transactional “This is what you get from being a member” rather than “this is how you can help by being a donor”. The big story will increase Awareness and Trust, the basis of the Hierarchy of Donor needs- media reaches an individual’s heart and offers a vision for a collective purpose.

Videos are a great way to consistently tell this story and highlight impact, directly addressing the “Threats” such as misperceptions on funding sources while pulling at the heart strings by showing the impact of donor engagement (educational programming).

Script the ask

Once the “Big Story” has been refined, the next step is to script a consistent “Call To Action”. Space Center Houston offerings are often framed in a transactional manner, “this level of membership gives me access to this echelon of programming”. It is imperative to reiterate the philanthropic mission of Space Center Houston and that its future hinges support of member donors. Any representative of Space Center Houston working member events must have a simple script they can refer to to deliver this ask.

Scripting the ask, and empowering Space Center Houston staff to use it, will put emphasis less on members themselves, and more on the beneficiaries of Space Center Houston’s services.

(2) Increase Production Value of Member Events

People are encouraged to donate to a cause when they sense that an organization is a responsible steward of their funds and pays attention to details. One of the most effective ways to reinforce this is to consider the journey of the member attending these events, from how they are notified about the event, to the experience that awaits them when they arrive, to the timely execution of the event itself, to the follow up.

Examples of increased production value:

• Implementing a name tag system for every event, with a status indicated, so members can show off how many events they attend and how long they have been involved, encouraging community.

• Physical invitations or mementos for certain member events.

• A pre-defined calendar of events, so as a member attends one event, the next event can be directly promoted.

• Ensuring that AV works flawlessly, so that programs aren’t interrupted and begin on time.

• Small touches, like music and video ambience when guests arrive.

(3) Elevate Board of Directors Activities

The Board of Directors have a crucial role in overseeing the budget and strategic vision. It’s critical to implement “give” or “raise” terms to be on the Board of Directors. Board members, upon sign up to be a member of the Board Of Directors, should be required to “give” or “raise” a set amount (ex $5,000). Provide board members with specific donor tools, such as a landing page, a script, and a complete calendar of events to fundraise to.

Increase opportunities for Board of Directors to network by making Board of Director meetings in-person, including a meal or a networking event before or after the meeting.

(4) Develop and Embrace Partnerships with Adjacent Organizations

Utilize growth strategies from peer to peer relationships through a community engagement consultant or members of the board. Focus on leads from: Professional Organizations, Foundations, and Corporations. Feature leaders from adjacent organizations such as Houston Spaceport or Innovators conducting research at the Space Station at events. Offer Human Performance Accelerator lab experiences to leaders from adjacent organizations. Recruit partner organizations as named sponsors to: Annual Luncheon, Mini Gala experience, and to new experiences.

(5) Re-introduce the Galaxy Gala

This is a perfect time to re-introduce the Galaxy Gala, presenting a big new unique Space Center Houston gala experience. This gala will build on the momentum of the above strategies. Determine what the next big communication benchmark will be to infuse a story into this exciting event. The Artemis 2 mission will take place in September of 2025, a great time to thematically incorporate an exciting new chapter of space exploration into the "story" of the gala. Invite the members who you have been cultivating in the previous steps to attend the gala, and reach out to those who have attended before with personal asks that this is something new and bigger.

(6) Work Toward Further Engraining Space Center Houston

Key to building Space Center Houston's donor gravitas is to boldly place the brand where the greater Houston Community lives. Partnerships with the Houston Livestock Show and Rodeo demonstrating the educational nature of the two philanthropies would work wonders to get Space Center Houston aligned with one of Houston's most enduring and trusted brands.

Similarly, showcasing a Space Center Houston car in the Houston Art Car Parade would allow Space Center Houston to showcase its quirky side by highlighting the engineers who make Space Exploration happen, possibly working with STEM students to design a one of a kind Art Car that will have the whole city talking.

Development Events Roadmap

2025

[COMMUNICATE + CULTIVATE]

The outcome of 2025 Development marketing initiatives are are to reinvigorate existing events by offering enhanced donor experienes, and experiment with more designed member engagement offerings by appealing to and recruiting new audiences through a better engaged board and current donors.

Communication is critical in 2025 - the “big story” must be told through investment in media, scripted events and written engagement.

POTENTIAL 2025 DEVELOPMENT EVENTS

Q1

Space Exploration Educators Conference (possible board VIP corporate sponsor experience Or Innovation Circle select)

Moon2Mars Conference + Event Beefed up Corporate Sponsorships + Enhanced Donor Experiences

Lunch or Evening Salon Event @ Brennan’s

Donor Events surrounding The Moonwalkers and museum additions

Q2 Q3

Board Networking Reception + Dinner (April, kickoff Mini Gala)

Innovation Circle select Human Performance Accelerator experience

Lunch Salon Event @ Brennan’s or alt high end restaurant- Board + Friends

Spaceport Networking Experience - co hosted, benefits SCH, targeting Houston Innovation Scene

SAMPLE 2025 MEMBER EVENTS

January

Q1

Space Brews - Trivia Night

Space Exploration Educators Conference - Discovery Circle Experience / discounted attendance

February

The moonwalkers debut Film Screening @ SCH

March

Discovery Circle Briefing

Q2

April

Discovery CircleConrad Challenge invitation (pitches?)

May

Space News & BrewsArtec House Houston (partnership)

June

Astronomy Night

The Moonwalkers Screening Event

“Artemis II Mission Briefing” -VIP Breakfast + Tours on site, Preview Master Plan

Mini Gala - High Concept, Kitchy Space Party with dance/concert component, $150-$250 to attend w/ lots of giving on site (Artemis II Mission theme)

Goal: (1) or (2) 1:1 VIP launch trips with William Harris

Q4

President’s Luncheon (1 event - larger w/ corporate sponsors)

Galaxy Lights

Block Party- Member Preview - VIP + season pass to Zoo lights + others

Board Networking Luncheon

Q3

July

Discovery Circle BriefingArtemis Mission

August

Space Brews - Cosmic Concert

September

Artemis Mission Experience/ Event/Celebration

Q4

October

Space Brews - Storytelling / Poetry night

Discovery Circle Briefing

November

Galaxy Lights Member Preview Night - VIP Party

President’s Luncheon

December

Member Holiday Party at SCH - holiday party featuring Galaxy Lights + band

Development Events Roadmap

2026

Embrace reinvigorated Board of Directors with higher emphasis on fundraising, embrace new members and higher echelon donors - host a large gala. Communicate specific development outcomes and progress from 2-24/2025, specifics on Facilities Master plan. Incorporate more creative event offerings based on 2025 member schedule performance.

Q1-Q2

• Continued amplified presence at Space Center major events in Q1

• Development Video launch - the Facilities Master Plan

• Tailored Salon Event or a larger scale luncheon with a fundraising goal

• Board of Directors Networking Events and recognition of 2025 successes

• Tailored Human Performance Accelerator Lab experiences for high level leaders - from partners cultivated in previous year

• Growth of Spaceport Networking Opportunities - innovation connectivity

Q3-Q4

• Galaxy Gala or reinvigorated name - high dollar gala with ambitious, multi pronged development approach from sponsorships to table sales to on site fundraising opportunities

• President’s luncheon with emphasis on facilities master plan

• Smaller Salon events

• Board networking + momentum building for 2027 - ambitious goals + budget rolled out

• Continued 1:1 and 1:few fundraising trips to space events

MAJOR FUNDRAISING FOR DEVELOPMENT OF SPACE CENTER HOUSTON CAMPUS - To fund the “master plan”, celebrate a groundbreaking, commemorate decommissioning of ISS [CO-CREATE + GROW]

Q1-Q2

• Groundbreaking or Reception kickoff for Space Center Houston Campus construction

• Roadshow / Tour of Facilities Master Plan

• Regional and National Fundraising events - hosted salon style, nurtured along by Board of Directors

• Continued 1:1 and 1:few fundraising trips to space events

Q3-Q4

• Mini Gala / Celebration - high concept kitschy party experience

• Roadshow / Tour of Facilities Master Plan

• Regional and National Fundraising events - hosted salon style, nurtured along by Board of Directors

Synopsis

RECOMMENDED NEXT STEPS

Develop a Cohesive Event Strategy for the Next 1-3 Years

• Create a Variety of Events: Introduce a diverse range of fundraising events that cater to different donor interests and levels (e.g., behind-the-scenes tours, educational workshops, exclusive launch events included in this report).

• Regular Calendar: Implement a calendar of events that includes a mix of activation types, sizes, and scopes. Audit which current events should remain and provide more opportunities for donors, and consider adding new and unique activations to the annual lineup.

• Leverage Houston's Cultural Events: Participate in and host events that resonate with local traditions (e.g., Houston Livestock Show and Rodeo, Art Car Parade), reinforcing Space Center Houston's role as a key cultural institution and the beating heart of “Space City”.

• Develop Corporate Sponsorship Opportunities: Have sponsorship opportunities for all event and program types, thinking outside of the box to match with potential sponsors’ interests and goals. Approach corporations, particularly in tech and aerospace, for sponsorships of events and educational programs, emphasizing alignment with their corporate missions.

• Enhance the Quality of Events: Ensure that events are well-produced, with attention to detail (e.g., creative invitations, significant attendees like astronauts, clearly articulated calendar of events, video storytelling to capture event and show at event), to meet the discerning tastes of Houston’s philanthropic community.

Leverage Storytelling

• Showcase Impact Through Storytelling: Share success stories about how donations directly contribute to educational programs and community outreach, engaging potential donors emotionally.

• Human-Centric Messaging: Work with the Communications department to craft compelling narratives around individual donors, beneficiaries of programs, and staff involvement. Highlight stories that showcase the impact of donor contributions on Space Center Houston's mission, making potential donors feel part of a larger cause.

• Robust Video Content: Produce engaging video content that shares success stories, research programs, and the transformative experiences offered at Space Center Houston. Long form, documentary style video storytelling is the perfect medium to share stories of human interest and can not only maximize the emotional appeal of supporting the Space Center Houston mission, but also allow Space Center Houston to take their message to people beyond the Greater Houston Region.

• Emphasize STEM Education and Community Impact: Connect Space Center Houston’s mission to local philanthropic interests in education and workforce development, stressing the importance of funding STEM programs for future scientists.

• Showcase Innovation: Serve as a storyteller for innovations emerging from Houston’s public and private sector (e.g., from Fortune 500 companies and startups alike), sharing the narratives behind technological advancements and their implications for space exploration.

Build Strategic Partnerships

• Collaborate with Mission-aligned Businesses: Engage with Houston Spaceport and other regional organizations to co-host events that can attract new donors and expand the donor base.

• Engage Industrial Partners: Identify and approach companies in parallel industries (e.g., petrochemical, medical) for sponsorships and partnerships.

• Cultivate Deeper Relationships with Local Foundations: Build partnerships with wellendowed foundations (e.g., Kinder Foundation, Houston Endowment) that support innovative educational initiatives, enhancing credibility and access to funding.

• Foster Professional Organization Collaborations: Partner with professional organizations (e.g., Young Presidents Organization) to expand networks and engage potential board members or volunteers who share common goals.

• Invest in a Community Relations Role or Consultant: someone who can tangibly activate the partnership recommendations above along with the major gifts team.

Promote Accessibility and Engagement

• Remote Donor Opportunities: Create virtual events and online content that engage remote audiences, making Space Center Houston accessible to a global donor pool.

• Space Event Experiences: Offer high-level donors exclusive access to special events, such as rocket launches or mission briefings, to foster deep connections with the organization.

• Utilize Volunteer Engagement Programs: Collaborate with corporations to create volunteer opportunities, fostering a sense of community involvement that resonates with corporate values and enhances Space Center Houston's visibility.

• Create Engagement Programs for Students: Design programs that target students from partner institutions to engage them early, fostering a sense of ownership and investment in Space Center Houston as they progress in their careers.

Educate About Funding Needs

• Clarify Funding Structure: Communicate clearly how Space Center Houston is funded and how donor contributions play a vital role in its operations and programs. Provide clear and transparent reports on how donations are utilized, linking contributions directly to specific outcomes in education, research, and community initiatives.

• Annual Reports/Impact Reporting: Develop and share annual reports showcasing achievements, research programs, and impacts of donations to inform and inspire potential donors. This is a great opportunity to leverage video content to effectively communicate stories of success and the tangible effects of donor contributions.

• Increase Awareness of Non-Profit Status: Develop targeted messaging to educate the public on Space Center Houston's role as a non-profit organization, emphasizing its mission beyond being a museum destination and how they can get involved.

Strengthen Relationships with Existing Donors

• Foster Consistent, Personalized Engagement: Assign dedicated team members to cultivate relationships with supporters, utilizing events and multimedia to enhance their sense of belonging and encourage them to advocate for the mission.

• Feedback Mechanism: Establish a way for donors to provide feedback on events and programming to ensure continued engagement and address concerns.

• Offer Interactive Engagement Opportunities: Develop more VIP membership programs and host diverse events (e.g., film screenings, mission briefings, block parties) that cater to various donor personas, encouraging deeper connections with the Center and each other.

• Create a Culture of Belonging: Implement initiatives like name badges and special issue pins at events to foster familiarity and community among attendees, reinforcing a culture of belonging and reciprocity.

• Participation from Board: Require board members to bring in validated prospects and have a Development representative or board member onsite when available to answer questions about giving opportunities.

• Personalized Communication: Tailor messages to reflect a donor’s past engagement, showing that they are recognized and valued using language and imagery that make all supporters feel welcomed and included, no matter their background.

Space Center Houston is poised to create a larger, vibrant donor community who feels connected to its mission and the excitement of space exploration, ultimately driving increased support and engagement. By leveraging these strategies, Space Center Houston can effectively tap into the unique philanthropic culture of Houston, boost its reputation among potential donors, and secure the funding necessary to inspire future scientists and promote curiosity in space exploration. Through a robust events calendar and vivid storytelling, Space Center Houston can enhance its reputation, strengthen fundraising efforts, and solidify its role as a central player in the region's economic development and space exploration landscape.

Appendix

Methodology

Research for the Space Center Houston Event Strategy Report took place from June to August 2024. Our research involved a comprehensive study of previously prepared reports (listed below), as well as qualitative interviews conducted with 16 key stakeholders from the Space Center Houston community. In total, 13 interviews were conducted via a 30-45 minute Zoom video format. Interviews were recorded and centered around the same core ## questions. Interviews involved Luke McKibben and Bianca Ferrer from madpot creative and were open-ended in nature. Questions were presented more as discussion prompts, and the ensuing conservation was encouraged to venture in the direction of the subject expert’s area of focus. Notes were taken during the interview, and the videos were later tagger and key themes identified.

In addition to the “conventional” research and interview process outlined above, the madpot team attended the following “in-person” experiences to generate creative ideas and gain insight in how Space Center Houston events can leave lasting impressions on its donor audience:

• In-person tour of Space Center Houston

• The Infinite Experience at Sawyer Yards, August 2024

• Bad Astronaut Event with Ana Fisher, August 2024

Interview Subjects/Key Stakeholders

• Keesha Bullock, Chief Communications & Marketing Officer at Space Center Houston

• Amber D’Eath, Event Sales & Operation Director at Space Center Houston

• Sandy Wilder, Discovery Circle Member at Space Center Houston

• Pat Cunningham, Cunningham Group

• Fred Griffin, Griffin Partners, Inc.

• Joni Baird, Public Affairs and Corporate Citizenship Leader

• William Harris, CEO at Space Center Houston

• Gracie and Bob Cavnar, non-profit leaders and Philanthropists

• Amy Marks, Director of Memberships and Development Services

• Jose Elizalde, Manager of Member Programs

• Ivan Rodriguez, Vice Chair, Board of Directors at Space Center Houston

• Mallory Rogers, Development Manager

• Barrett Schaver, Chief Development Officer

Interview Questions

SPACE CENTER HOUSTON (GENERAL - ESTABLISHING QUESTIONS)

• Talk about your experience with Space Center Houston (open ended starter question) What do you first think of when you think about Space Center Houston?

• What is the general public’s view of Space Center Houston, especially that of Houston residents?

• How knowledgeable are you in SCH’s educational programs?

If aware…. What are your favorite - what are the most experiential offerings? Most memorable?

• Are there any outside the box ideas that you have that would help SCH be a more exciting return destination for people to visit in person or who haven’t visited in a while?

GENERAL

EVENTS AND PHILANTHROPY (FOCUS OF TIME)

• What are elements of a successful fundraising event?

What motivates you to attend?

How about motivations for giving?

• Is there a not-for-profit organization that, from your perspective, really does a standout job at fundraising and putting on memorable events that you want to attend?

What are the best of the best events in Houston - hosted by non profits?

*can be any event- a fun run, a volunteer day, an auction, a luncheon, any kind of event

• What are the best events you have attended recently? Or - tell me about an event that you experienced that was beyond expectation?

• Walk us through what you think, feel, remember about events that are done right in your book. What are the sensory or experiential elements that you love about that event? What do you remember about the message - what was the message of that event from your memory?

SPACE CENTER HOUSTON EVENTS

• Have you attended either the “Galaxy Gala” or another SCH Fundraiser before? Was there anything about the format of the event that stood out to you, “positive” or “negative”?

• How likely would you be to attend a fundraising event held at Space Center Houston? What would make others attend?

Are there any people in your personal or professional network who you think would also be interested in attending a SCH fundraising event?

QUESTIONS FOR TEAM LEADERS + BOARD MEMBERS

• How is the new brand performing? Has the rebrand helped you with discussions with new audiences?

• Tell us about recent brand events - like moon2mars or events for discovery circle Is the discovery circle growing? Are new people upgrading memberships? Is moon 2 mars a winning format - and why? Could it be used to raise funds? Tell us about the Space Exploration Educators Conference - (thought leadership conferences can be great fundraising tools)

• When thinking about the big industries in the Houston Area, (aerospace, health care, petrochemical, finance, “engineering”), are there opportunities for SCH to tie participation in those industries into SCH programming/offering?

• What programs/initiatives of SCH or NASA do you think would be exciting to highlight in a fundraising event?

• What outputs or outcomes would motivate you to commit more time to producing and participating in SCH events in the future? (Seek specific answers here: “The Gala should raise $1 mil.” is much better than “The Gala needs to raise money for SCH.”

QUESTIONS FOR CURRENT/FORMER DONORS

What motivates you to continue giving to SCH?

Would we consider taking temperature on a series of sample or hypothetical events? For instance, “On a scale of 1 to 10, rank the following events in terms of what you think would be broadly appealing to potential donors:

Set 1

A small salon-style event in an exclusive home in Houston, featuring an astronaut in conversation with SCH leadership

A small salon-style event in an exclusive home in Houston that features a science expert guiding guests through a unique hands-on activity related to space exploration

Set 2

A large gala-style event that is heavily focused on space exploration and celebrities from the history of exploration

A large gala-style event that is heavily focused on the similarities and collaborations between aerospace and other Houston industries (such as energy, life science, etc), featuring business leaders from those industries.

Other Sources

• 2023 Houston Space Center Campaign Feasibility Report

• July 2020 “Special Events Fundraising” Document provided by Development Team

• Space Center Houston Strategic Plan 2023-2027 2023- 2027 Strategic Plan

• Space Center Houston Wikipedia Entry https://en.wikipedia.org/wiki/Space_Center_Houston

• Space Center Houston Websites: https://future.spacecenter.org/ https://spacecenter.org/support

• Space Center Houston Brand Space https://brand.spacecenter.org/

• Space Center Houston 2022 Impact Report

• NAVIGATE 2023 Space Center Houston Audience Segmentation Presentation

• Society Texas “Wow Factor” - Spring Season 2024 Gala’s Issue

• Salesforce NGO Fundraising Donor Needs E-book

• 20 breakthroughs of 20 years of ISS

• Greater Houston Partnership “Space City” PDF