Access Gamma - The Perfect CRM Partner for Attraction Websites

Renowned worldwide for its collection of over 2500 fascinating and endangered animals, and part of the Royal Zoological Society of Scotland (RZSS),Edinburgh Zoo serves as an international hub for conservation, via projects to revitalise endangered animals through breeding programmes, public education, and research.

As part of our ongoing digital partnership with RZSS, we were tasked with transforming the mobile user experience and streamlining their transactional journeys while lifting the site's overall visual identity.

Key online objectives:

• Develop mobile-first transactional user journeys across: ticketing, membership & donation
• Integration with Access Gamma to manage bookings and memberships; nurturing the customer relationship life-cycle
• Improved revenue potential via the upselling of on-site experiences and quick, simple Gift Aid and donation options
• Deliver an enhanced membership purchase & renewal UX including direct debit to spread costs
• Reaffirm key messaging around conservation, animal adoption, and 'Feed our pandas' programs at critical points in the journeys
• Easy creation of seasonal event landing pages including Spooktacular & Zoo Nights with live booking calendars tied to event-specific booking journeys within Access Gamma
   

The RZSS suite of sites, including Edinburgh Zoo and its sister park, Highland Wildlife Park, is driven by leading open-source CMS: Umbraco. Umbraco is loved by our team and clients alike – offering complete flexibility from a design, features, and 3rd party integration perspective whilst offering simple yet powerful client-side website management.

Centralised commercial operations management

Through Access Gamma, our client can manage ticketing, admissions, retail and catering, bookings and events, as well as every type of membership through one software and ePOS solution.

Relationship management

The Zoo’s digital team can see every interaction, interest, donation, event attendance and more. Engage your best prospects using prospect management tools.

Fundraising management

Audiences are initially forked on the site through several fundraising journeys including adoption / donation, with multi-criteria segmentation making it easy to create personalised and targeted multi-channel communications. 

Membership management

Our client can manage every type of membership and get a 360-degree view of supporters for greater insight. Set mailing preferences for personalised communications and easily run regular tasks such as subscriptions and renewals. 

Income & GiftAid management

Intuitively integrated at key points in the checkout journey & upsell-optimised through messaging and imagery – ‘how this will help’, ‘why GiftAid’ etc., claims are calculated in seconds and submitted at the click of a button. Easy income analysis and declaration processing simplify Gift Aid management.

Direct Debit payments

Growing income relies on regular payments and effective collection processes. The Zoo’s Direct Debit payment processing, powered by CharityCRM, cuts administration, eliminates collection failures and helps our client reduce attrition - leading to more income, quicker.

Membership and subscriptions management

A key online aim for the Zoo is to grow membership & improve loyalty. Access Gamma allows our client to manage memberships and subscriptions more efficiently, gain insight and drive revenue. Run every membership scheme, monitor performance and incentivise spend, all in one system.

Run multiple membership schemes such as ‘friends of’, Gift Aid and corporate membership, and manage membership types including group, family and joint.

Get closer to your customers

Create a better experience and drive sales Seamless integration with Access Charity CRM (API integration) lets you capture GDPR compliant visitor data and track venue visits, on-the-day spend and online purchases for better insight into visitor behaviour. Build comprehensive visitor profiles and create personalised experiences, communications and incentives.