Case Study: The National Aquarium, Inc. achieves a unified CRM and streamlined operations with Salesforce for Nonprofits

A Deep Dive on How the National Aquarium Brings the Oceans to Life with Salesforce

The National Aquarium in Baltimore welcomes more than 1.3 million visitors a year, manages over 1,000 volunteers, and runs extensive education and conservation programs aimed at inspiring stewardship of aquatic life. The organization struggled with antiquated technology and disconnected spreadsheets that made it hard to deliver personalized guest experiences and coordinate fundraising, programs, and volunteer efforts.

By standardizing on Salesforce with the Nonprofit Success Pack and add-ons like Marketing Cloud, the Aquarium unified development, guest services, programs, and marketing on a single platform. The solution automated ticketing and membership data, streamlined donor management and campaign ROI tracking, replaced paper-based program and EPA reporting with dashboards, and reduced administrative overhead—enabling better collaboration, faster decision-making, and scalable growth.

The National Aquarium, Inc.

Michael Grandel

Director of Business Intelligence