Written by Tatiana Villate: Cuseum Membership Leader
Cuseum took part in the AZA Annual Conference 2025 in Tampa, Florida, joining professionals from across the zoo and aquarium community to discuss how their institutions can improve their membership programs and understand their audiences in new ways that both increase interactions and revenue stream. During the conference, we also had the privilege of presenting “Strengthening Membership Engagement through Digital Strategy,” a panerl session focused on practical methods to improve the member journey.
We explored all the ways in which memberships can tailored to the specific requirements of zoos and aquariums, and we also analyzed what sets these kinds of institutions apart from other membership based organizations; from the ways in which they conduct data analysis to more personal communication and benefit deliveries.
Key Themes and Trends
From what I was able to gather, two ideas dominated the conference this year: the expanding role of data and AI in membership management, and the push to develop more flexible funding structures.
Institutions are moving toward data-informed planning, using insight from member behavior to guide renewal timing, messaging, and benefit structure. Many also shared interest in AI-assisted tools that help identify engagement patterns and predict member needs.
Funding discussions revealed a shift toward hybrid approaches that combine traditional memberships, corporate partnerships, and new recurring models. Participants emphasized that financial stability increasingly depends on digital infrastructure that tracks and supports those evolving relationships.
One takeaway cut across both topics: interactive content attracts 81% more engagement than static material. The number captured a shared belief that audiences respond best when they can participate and contribute.
Cuseum’s Session
Our session, presented in collaboration with Claire Cooper, Membership Representative from the North Carolina Aquarium, invited our attendees to think about engagement as an ongoing relationship rather than a single transaction. Together, we explored how data visibility, responsive communication, interactive outlines, and intentional design can create meaningful connections that extend far beyond renewal cycles. Through real examples and audience dialogue, we demonstrated how strategic use of digital tools helps institutions strengthen retention, build loyalty, and foster a more personal member experience.
We also examined how zoos and aquariums, particularly aquariums, differ from other membership-based organizations, and how those differences can actually work to their advantage. With their strong focus on conservation, education, and immersive experiences, these institutions often enjoy deeper emotional connections with visitors. We discussed how these unique qualities can be leveraged to design engagement initiatives that feel more participatory and mission-driven, inspiring members to take an active role in the institution’s broader goals.
The discussion further encouraged attendees to think holistically about collaboration between membership, marketing, and development teams—highlighting how alignment across these areas drives both operational efficiency and mission success. Many participants were particularly interested in practical ways to implement these methods without increasing administrative burden, a challenge our system already helps address through automation, streamlined data flows, and simplified workflows.
Conversations and Observations
Throughout the week, we spoke with teams exploring new membership models, integrations, and data practices. Many expressed a desire for a unified system that captures visits, benefit usage, and communication in one place.
Sessions dedicated to data analytics and audience research reinforced how much the field is changing. Several presenters pointed to pain points that still slow progress—manual workflows, disconnected data, and limited tracking capabilities—highlighting the need for solutions that prioritize clarity and ease of use.
A marketing session featuring a leading aquarium stood out for a different reason. Their podcast retains 70% of listeners for nearly an hour, showing how consistent storytelling can sustain interest long after a visit ends.
Reflections and Takeaways
For me, AZA 2025 reflected a community ready to rethink how it measures and supports engagement in a technological world that is changing at a pace unbeknownst to any of us. The conversations made it clear that institutions value systems that connect insight to action, helping them strengthen relationships and communicate their mission more effectively.
For Cuseum, the conference offered the chance to share ideas, learn from peers, and, more importantly, continue shaping a member-first approach grounded in strategy and data.
If your institution is exploring new ways to strengthen member relationships, simplify operations, and turn data into action, we invite you to see how Cuseum’s evolving technology is built to support that vision. Our tools are designed to help zoos & aquariums engage audiences connect every touchpoint in the member journey.