Case Study: Akron Zoo achieves 75% fewer ticketing complaints, 50% less staff time, and 2,000 new memberships with Blackbaud Altru

Akron Zoo boost new memberships, save staff time, and dramatically reduce customer complaints related to ticketing

Akron Zoo, home to more than 1,000 animals and nearly 400,000 visitors a year, needed a better way to know who was coming through its doors and to shift public perception from attraction to community-focused institution. With visitation rising and staff shortages exacerbated by the pandemic, the zoo sought to consolidate disparate systems and streamline ticketing, membership, and guest services to improve the visitor experience.

The zoo implemented Blackbaud Altru® alongside XTruLink (from partner SwipeTrack), integrating ticketing, membership, kiosks, handheld check‑ins, and analytics with their existing Financial Edge NXT®. The unified system delivered immediate ROI: more than 2,000 new memberships, a 75% drop in ticketing complaints, and about 50% less staff time spent managing sales and software—while giving staff real‑time data to better serve and grow their supporter base.

Akron Zoo

Jeannette Andreski

Guest Services Director