In May 2013, the Smithsonian Freer and Sackler Galleries embarked on the Smithsonian’s first major crowdfunding campaign, raising more than $170,000 for the exhibition “Yoga: The Art of Transformation.” Its success depended on much more than fundraising tactics and involved marketing, branding, messaging across multiple platforms, planting word-of-mouth promotion, and special events. The team behind the campaign discusses what worked—and what other organizations can learn from the experience.