The John Templeton Foundation Advances its Mission with Video Storytelling
Growing a community to further the impact of $150M in annual giving
The John Templeton Foundation is one of the largest philanthropic organizations in the U.S. Founded in 1987, the Templeton Foundation is dedicated to advancing humanity’s understanding of some of the world's biggest questions.
The impact of this mission is felt far and wide. The foundation gives away about $150 million per year to fund research, catalyzing discoveries that help people live more meaningful lives. The Templeton Foundation partners with Freethink Media to create branded video content, and a new publication that expands its reach.
Prior to partnering with Freethink Media, the Templeton Foundation primarily utilized its social media pages for press releases and other announcements. However in 2018, the foundation began to seek new ways to form deeper connections with those interested in its mission of progress.
The Templeton Foundation is dedicated to inspiring awe and wonder. It funds research and catalyzes conversations that enable people to create lives of purpose and meaning.
Growing the Foundation's Mission through Video Storytelling
The Templeton Foundation chose Freethink Media as a partner because of the content and video production team's experience telling nuanced, grant impact stories. The team's creative expertise would play a vital role in cultivating stories that could hook the foundation's science-minded audience. Additionally, Freethink Media's millions-strong audience mirrored the type of community foundation desired to grow.
The partnership began with several videos designed to highlight the research and work of some of the world’s brightest minds. Freethink Media’s team of world-class filmmakers traveled across North America to film interviews with scientists, professors, and other experts in the Templeton Foundation’s network of grantees.
One of the first videos the team produced, “Is Free Will an Illusion?” is featured below. This video highlights Dr. Uri Maoz's collaborative research project that brings together neuroscientists and philosophers from around the world.
First 30 and 90-days
Upon the first 30 days of this video's release, across several of Freethink Media's channels, this video obtained:
→ 367,958 views
→ 1,174,992 minutes of watchtime
→ 97% like ratio
Performance on Facebook, first 90 days
→ 440,300 views
→ 264,200 minutes of watchtime
Ongoing performance
Performance on YouTube, to date, across several of Freethink Media's channels:
→ 451,897 views
→ 1,461,972 minutes of watch time
Six Additional Mission-Focused Documentaries
Freethink Media went on to create six additional videos for the Templeton Foundation. This further amplified the work and impact of its grantees.
The Joy of Being Wrong
Can practicing intellectual humility make us smarter and happier? Science says yes.
What is Inside a Black Hole?
Avi Loeb, Chair of Harvard's Department of Astronomy, discusses what we know about black holes.
What Shapes Your Morals?
We believe we can make good decisions, but is our moral compass pointing us in the right direction, especially when others stand opposed to us?
Gratitude is Attractive
Gratitude reduces anxiety and depression, and lowers blood pressure and strengthens immunity.
Do Apologies Even Matter?
Science is proving the act of apologizing can save and strengthen a relationship that has been damaged by conflict.
Does Alien Life Exist?
Astrophysicist, author, and science communicator Neil DeGrasse Tyson discusses this phenomenon.
Growing a Community for the Foundation
The Well: Exploring Life's Biggest Questions
In 2021, the Templeton Foundation set out to build an online community of “young change-makers” interested in science and spirituality. Freethink Media helped develop and launch this community, which is now known as The Well. The Well is a multi-platform publication which embraces that there are no simple answers to life’s biggest questions.
With a fresh set of social media pages and a thought-provoking weekly newsletter, the Templeton Foundation began expanding its reach while expanding thinking. Freethink Media continues to manage The Well for the Templeton Foundation, and its growth has been remarkable.
To date, the Templeton Foundation and Freethink Media have partnered to create:
- 140+ videos
- 80+ shorts
- 30+ articles
- Daily social posts across 3 platforms
- A weekly email newsletter sent to nearly 40K subscribers
In addition to Freethink Media’s creative team keeping highly engaging content flowing, there is also a team of strategic marketers overseeing promotion to continue growing the audience. All of this has helped dramatically scale the Templeton Foundation’s presence on social media.
The Templeton Foundation originally set out to grow social media followers to 100,000 across all channels, including YouTube, Instagram, Facebook, and email. In just two years, The Well has 250,000 dedicated followers, and it has seen impressive engagement from members of the community.
- 3.6M video views
- 160K+ YouTube engagements
- 260K community members (across Facebook, Instagram, YouTube and email newsletter)
- 6.5M page views on articles
- 7.5M page views on The Well hub
The Templton Foundation has received external recognition through its storytelling through video. In 2023 alone, seven of Templeton Foundation's videos received Telly Awards. The Telly Awards seek to honor excellence in video and television across all screens. The award-winning videos are below:
The Beauty of Science
2023 Silver Telly Winner,
Branded Content Craft-Use of Stock Footage
The Heresy of Paraphrase
2023 Silver Telly Winner,
Branded Content General-not-for-profit
ASU 2022 Workshop
2023 Bronze Telly Winner,
Branded Content General-not-for-profit
New Ways of Thinking Through Art
2023 Bronze Telly Winner,
Branded Content General-not-for-profit
Architecture Shaping Sound
2023 Bronze Telly Winner,
Branded Content General Not-for-profit
Templeton Year in Review
2023 Bronze Telly Winner,
Branded Content General-not-for-profit
Primals
2023 Bronze Telly Winner,
Branded Content General-not-for-profit
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At Freethink Media, capturing a foundation’s story and optimizing its viewership and impact is our specialty. In addition to producing custom content, our team builds a unique distribution plan to reach the right people and meet the organization's goals.
Freethink Media’s production and distribution team is experienced in working with communications, marketing, policy and program leaders at foundations of all sizes. Whether your foundation aims to drive awareness, shift public perceptions, or inspire action, the team at Freethink Media is eager to help.
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