Since launching Kelly Corrigan Wonders (KCW) in 2020, best-selling author and podcast host Kelly Corrigan and her team have established a track record of creating content that resonates deeply with listeners. The show explores themes such as religious belief, civil discourse, and higher education, many of which have been supported by AVDF. While KCW has garnered over 18 million downloads and a loyal fan base, analysis of comparable programming indicated that the podcast was reaching only a fraction of its potential audience. Recognizing this gap, Corrigan and her two-person full-time team—supported by contractors—took the decisive step to transition from ad hoc promotion to a comprehensive, research-informed marketing strategy. This pivot aimed not only to elevate KCW’s reach but also to better leverage philanthropic investments and strengthen the broader public media landscape.
AVDF awarded KCW a $171,000 grant to implement a one-year comprehensive marketing plan, which was completed in 2024. This plan, developed in partnership with podcast growth agency Tink Media, centered on five interrelated strategies: strategic audience development, public relations outreach, National Public Radio (NPR) station engagement, targeted advertising, and audience engagement. Each component was designed to address key gaps in KCW’s promotional infrastructure while amplifying its visibility across multiple platforms.
Strategic audience development proved foundational. Tink Media facilitated Corrigan’s guest appearances on major podcasts, including Happier with Gretchen Rubin, which averaged over one million downloads per month during a nine-month period. KCW also initiated promotional ad swaps and feed swaps with acclaimed shows such as Radiolab and The Moth, enabling cross-audience exposure without additional cost. These collaborative efforts significantly increased KCW’s average unique listeners from 30,000 to 34,000 and occasionally exceeded 50,000. Even as industry-wide podcast downloads declined due to changes in Apple’s iOS, KCW added 5.5 million new downloads over the year, a testament to the efficacy of its approach.
Public relations efforts further elevated KCW’s profile. Targeted media outreach placed Corrigan and her work in high-visibility outlets, generating both audience engagement and institutional credibility. Notably, Corrigan appeared twice on NBC’s TODAY show in May 2024 to discuss a series on motherhood and mental health. People.com, with over 77 million monthly visitors, featured the KCW motherhood series, while Corrigan also delivered a TED talk that has since surpassed one million views. The campaign secured additional exposure through digital platforms and newsletters such as Podnews, Podcast the Newsletter, and Lifehacker. These efforts culminated into a nomination for an International Women’s Podcast Award, bolstering the show’s industry standing.
The audience development plan also prioritized direct engagement with KCW’s growing listener community. Over the course of the grant, newsletter subscriptions increased from 11,000 to 15,000; Instagram followers surged by 40,000 (from 67,000 to 107,000); and KCW’s Rephonic Score—a measure of podcast engagement—increased from 71 to 82 on a 100-point scale. These metrics reflect not only expanding reach but also deepening listener connection, both critical for sustaining a public media initiative rooted in civic dialogue and cultural exploration.
Equally important was KCW’s concerted effort to expand its presence across NPR affiliates. Public radio partnerships enhance both reach and credibility, and are instrumental in securing high-profile guests. To make KCW more accessible to NPR stations, the team developed a curated “Best of Kelly Corrigan Wonders” series for the PRX Exchange. This effort led 36 non-subscribing NPR stations to air individual episodes and resulted in KUOW of Seattle, the nation’s 11th largest radio market, becoming a regular subscriber. KCW is now carried by 15 NPR stations nationwide.
KCW’s experience illustrates a vital lesson for public media organizations, funders, and podcast producers: producing exceptional content is only one part of the equation.
“In a saturated media environment, intentional marketing, cross-platform partnerships, and proactive audience engagement are essential for ensuring that public service content reaches and resonates with the audiences it is designed to serve,” said Miica Patterson, AVDF Associate Director of Board Relations and Communications. “The KCW initiative demonstrates how well-planned audience development not only expands listenership but also reinforces the civic and cultural mission of public media.”
As the sustainability of public broadcasting comes under increasing scrutiny, initiatives like KCW offer a scalable model for aligning editorial excellence with strategic outreach. This project underscores the role of philanthropy in enabling mission-aligned media to thrive amidst growing competition and shifting algorithms. Kelly Corrigan Wonders exhibits what is possible when compelling storytelling meets intentional investment—and why that combination is more necessary than ever in today’s fragmented media ecosystem.
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