{"id":9209,"date":"2020-07-20T17:58:00","date_gmt":"2020-07-20T17:58:00","guid":{"rendered":"https:\/\/www.blackbaud.com\/customer-stories\/norfolk-botanical-garden"},"modified":"2025-04-04T09:28:27","modified_gmt":"2025-04-04T13:28:27","slug":"norfolk-botanical-garden","status":"publish","type":"customer-story","link":"https:\/\/www.blackbaud.com\/customer-stories\/norfolk-botanical-garden","title":{"rendered":"Norfolk Botanical Garden"},"content":{"rendered":"\n<section class=\"hero hero--customer-story\" id=\"hero--customer-story-block_91d2cb202170311fb916f8989dbc1502\">\n    <div class=\"hero--customer-story__container has-image\">\n        <div class=\"hero--customer-story__container-diamonds d-none d-md-block\">\n            <div class=\"diamond-top__gradient\"><\/div>\n            <div class=\"diamond-top__green\"><\/div>\n        <\/div>\n        <div class=\"container\">\n            <div class=\"row\">\n                <div class=\"col-9 col-lg\">\n                    <ul class=\"breadcrumbs list-unstyled\">\n    <li><a href=\"https:\/\/www.blackbaud.com\"><i class=\"fa fa-home\"><\/i><\/a><\/li>\n            <li><a href=\"\/customer-stories\">Customer Stories<\/a><\/li>\n            <\/ul>                <\/div>\n            <\/div>\n            <div class=\"row\">\n                <div class=\"col-md-5\">\n                    <div class=\"hero--customer-story__container-content\">\n                        <p><span class=\"green-eyebrow\">NORFOLK BOTANICAL GARDEN<\/span><\/p>\n<h2>Norfolk Botanical Garden Scales Up to Serve Growing Fan Base with Seamless Shift to Blackbaud Altru<\/h2>\n                    <\/div>\n                                            <div class=\"hero--customer-story__container-download\">\n                            <a href=\"https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/norfolkbotanicalgarden_cs_final-2.pdf\" target=\"_blank\"><i class=\"fa-solid fa-arrow-down-to-bracket\"><\/i> Download PDF<\/a>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n        <\/div>\n                            <div class=\"hero--customer-story__container-image\">\n                        <img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1696\" src=\"https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-scaled.jpg\" class=\"img-fluid wp-post-image\" alt=\"\" srcset=\"https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-scaled.jpg 2560w, https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-300x199.jpg 300w, https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-1024x678.jpg 1024w, https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-768x509.jpg 768w, https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-1536x1017.jpg 1536w, https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/PHOTO-1-Norfolk-Botanical-Garden-2048x1356.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/>                    <\/div>\n                    <\/div>\n    <div class=\"hero--customer-story__vertical-region\">\n        <div class=\"hero--customer-story__vertical-region-diamonds\">\n            <div class=\"diamond-bottom__gradient\"><\/div>\n            <div class=\"diamond-bottom__blue\"><\/div>\n            <div class=\"diamond-bottom__white\"><\/div>\n        <\/div>\n        <div class=\"container\">\n            <div class=\"row\">\n                <div class=\"col-12 d-md-flex\">\n                                        <div class=\"hero--customer-story__vertical-region__vertical\">\n                                                    <img decoding=\"async\" src=\"https:\/\/www.blackbaud.com\/wp-content\/uploads\/2023\/06\/arts-cultural.svg\" class=\"img-fluid wp-post-image\" alt=\"\" \/>                            <span class=\"tag\">\n                                Arts and Cultural Organizations                            <\/span>\n                                                <\/div>\n                                                                <div class=\"hero--customer-story__vertical-region__region\">\n                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 24 24\"><g stroke=\"currentColor\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" clip-path=\"url(#map-pin)\"><path d=\"M12 14a3 3 0 1 0 0-6 3 3 0 0 0 0 6Z\"\/><path d=\"M17.657 16.657 13.414 20.9a2 2 0 0 1-2.827 0l-4.244-4.243a8 8 0 1 1 11.314 0v0Z\"\/><\/g><defs><clipPath id=\"map-pin\"><path fill=\"#fff\" d=\"M0 0h24v24H0z\"\/><\/clipPath><\/defs><\/svg>                                                    <span class=\"tag\">\n                                North America                            <\/span>\n                                                <\/div>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"customer-story-single__content\" id=\"customer-story-single__content-block_d9cf9cb035263683f33ff56ab4b5f7e6\">\n    <div class=\"container\">\n        <div class=\"row flex-column-reverse flex-md-row\">\n            <div class=\"col-md-7\">\n                <div class=\"acf-innerblocks-container\">\n<section class=\"lede-quote\" id=\"lede-quote-block_4cd82bb39c123c6fa5e4f50acf500f58\">\n                        <div class=\"longform-content-lede-quote__content\">\n                <img decoding=\"async\" class=\"longform-content-lede-quote__content__image\" src=\"https:\/\/www.blackbaud.com\/wp-content\/plugins\/blackbaud-blocks\/blocks\/acf-longform-lede-quote\/\/img\/quote-rectangle.svg\" alt=\"quotes\">\n                <p class=\"body-large\">The pandemic forced our hand to some degree and certainly opened our eyes. <span class=\"blue-highlight\">Blackbaud played a role in our response that was inspirational<\/span>.\u201d<\/p>\n            <\/div>\n                            <div class=\"longform-content-lede-quote__name\">\n                Peter Schmidt            <\/div>\n                            <div class=\"longform-content-lede-quote__organization\">\n                <i>Chief Financial Officer, Norfolk Botanical Garden<\/i>            <\/div>\n            <\/section>\n\n\n<section class=\"wysiwyg wysiwyg-white white-bg\" id=\"wysiwyg-block_56f90744af1ac632531fa36969b5af5a\">\n            <p class=\"body-medium\">Norfolk Botanical Garden became a respite from COVID-19 for its community by continuing to provide outdoor access to its 175-acre property and 15 miles of pathways from the earliest days of the crisis. \u201cAs we considered if we could stay open and how we could best serve the public, we were constantly challenging ourselves as to how we get to yes and how we to get yes safely,\u201d Chief Financial Officer Peter Schmidt explained.<\/p>\n<p class=\"body-medium\">Thankfully, staff found answers in Blackbaud Altru\u00ae\u2019s cloud-based solution for ticketing, fundraising, and membership management, with a critical shift to advance online ticketing\u2014an option the garden previously offered only for special events such as holiday lights. \u201cIt was so easy and quick for us to do. It was largely seamless,\u201d Schmidt said.<\/p>\n<p class=\"body-medium\">The adaptation allowed for an admissions experience that was safer and more expedient, with visits in May exceeding 41,000, a 27% increase over the previous May. Just as staff found themselves encouraging visitors to veer off pathways to allow everyone space, they realized they were veering from their usual paths as well, inspired to use technology in new, resilient ways.<\/p>\n<p class=\"body-medium\">\u201cThe pandemic forced our hand to some degree and certainly opened our eyes,\u201d Schmidt said. \u201cBlackbaud played a role in our response that was inspirational.\u201d<\/p>\n    <\/section>\n\n<section class=\"pull-quote pull-quote__top-bottom white-bg\" id=\"pull-quote-block_4df89f6adc17c89254a04eade4d936bb\">\n    <div class=\"pull-quote__wrapper\">\n                <div class=\"pull-quote__wrapper-content\">\n            <div class=\"pull-quote__wrapper-quote\">\n                <h4 class=\"h5\">\u201cAs we considered if we could stay open and how we could best serve the public, we were constantly challenging ourselves as to how we get to yes and how we to get yes safely.\u201d<\/h4>\n            <\/div>\n            <div class=\"pull-quote__wrapper-name\">\n                Peter Schmidt            <\/div>\n                            <div class=\"pull-quote__wrapper-role\">\n                    Chief Financial Officer,                <\/div>\n                                        <div class=\"pull-quote__wrapper-organization\">\n                    Norfolk Botanical Garden                <\/div>\n                    <\/div>\n    <\/div>\n    <\/section>\n\n\n<section class=\"wysiwyg wysiwyg-white white-bg\" id=\"wysiwyg-block_2328eb6869dcbb9181fc3efa742ae043\">\n            <h3>Meeting Challenges with Resilience<\/h3>\n<p class=\"body-medium\">Norfolk Botanical Garden seeks to immerse visitors in a world of beauty, lead through environmental action, and inspire through education and connection to nature. The largest botanical garden in Virginia, the nonprofit attraction offers more than 60 themed gardens, including its Bicentennial Rose Garden, 3-acre WOW Children\u2019s Garden, and WPA Memorial Garden honoring more than 200 African Americans, mostly women, who created the original garden during the Depression through the Works Progress Administration.<\/p>\n<p class=\"body-medium\">\u201cHonestly, when you are in the garden, it\u2019s this oasis,\u201d said Kelly Welsh, marketing and communications director. \u201cWe have lots of places within the garden where you can escape, and we have something for everyone.\u201d The property is uniquely surrounded on three sides by water and, in addition to its pathways, has a system of canals. Opportunities include sunset kayaking, bike hours, and Sunday Dog Days.<\/p>\n<p class=\"body-medium\">When COVID-19 forced social distancing measures, Norfolk Botanical Garden closed its indoor facilities to the public and sought to boost educational enrichment online but for its outdoor offerings followed the State of Virginia\u2019s lead in keeping parks open. Guests expressing thanks referred to the garden as \u201ca respite,\u201d Schmidt said, \u201cand we embraced that idea.\u201d<\/p>\n<p class=\"body-medium\">At first, the attraction scaled back hours while implementing adaptations to keep visitors, staff, and volunteers safe. \u201cBlackbaud was most beneficial with the ease of setting up our advanced ticket offering for our guests,\u201d Schmidt said. \u201cWe reconfigured the online option for special events tickets to use on a daily basis and support \u2018touchless\u2019 entry into the garden. Existing systems were reconfigured allowing us to scan both membership cards and the online advanced tickets from a safe distance.\u201d<\/p>\n<p class=\"body-medium\">As Norfolk Botanical Garden got the message out about COVID-19 changes through its website, social media, and email marketing, the percentage of prepaid tickets online grew over the course of six weeks to 70% by mid-April, with the trend continuing in May as the garden returned to normal hours with a jump in attendance.<\/p>\n    <\/section>\n\n<section class=\"lede-stat\" id=\"lede-stat-block_ecd061327b3d4776d71354f83f7d6d0d\">\n            <div class=\"lede-stat__wrapper\">\n            <div class=\"row\">\n                            <div class=\"col-12 col-lg-6\">\n                    <div class=\"lede-stat__item lede-stat__item-multiple\">\n                                                <div class=\"lede-stat__item-stat\">\n                            <h3>\n                                <mark>70%<\/mark>\n                            <\/h3>\n                        <\/div>\n                                                    <div class=\"lede-stat__item-context\">\n                                <p class=\"body-large\">\n                                    Within six weeks of pivoting to touchless entry, 70% of tickets were being purchased in advance online.                                 <\/p>\n                            <\/div>\n                                            <\/div>\n                <\/div>\n                            <div class=\"col-12 col-lg-6\">\n                    <div class=\"lede-stat__item lede-stat__item-multiple\">\n                                                <div class=\"lede-stat__item-stat\">\n                            <h3>\n                                <mark>27%<\/mark>\n                            <\/h3>\n                        <\/div>\n                                                    <div class=\"lede-stat__item-context\">\n                                <p class=\"body-large\">\n                                    Attendance exceeded 41,000 in May, a 27% year-over-year increase, as visitors saw Norfolk Botanical Garden as a respite during the pandemic.                                 <\/p>\n                            <\/div>\n                                            <\/div>\n                <\/div>\n                        <\/div>\n        <\/div>\n        <\/section>\n\n\n<section class=\"wysiwyg wysiwyg-white white-bg\" id=\"wysiwyg-block_b5257f43a3011eae61004bf9aefeea63\">\n            <h3>Converting Visitors to Members<\/h3>\n<p class=\"body-medium\">An immediate bonus: Backups at the gate\u2014which could grow to 10\u201320 vehicles before the pandemic, when most guests paid for admission onsite\u2014 nearly disappeared. And the overall positive impact of advance ticketing, which also can be timed to space out visitor arrivals, inspired staff to answer other challenges with technology\u2014for example, shifting an annual spring plant sale online.<\/p>\n<p class=\"body-medium\">Schmidt is also exploring how Altru applications can amplify membership totals\u2014which are already growing in number, thanks to increased visitation during the pandemic.<\/p>\n<p class=\"body-medium\">A longtime strategy has been to allow guests to put a percentage of their admission cost toward a membership before they leave. With the data provided by online ticketing, staff can use Altru\u2019s email marketing tools to reach those guests who don\u2019t take advantage of that opportunity and remind them of the advantages of membership. \u201cHaving the ability of that dataset now is really helpful,\u201d Schmidt said.<\/p>\n<p class=\"body-medium\">In addition, Schmidt said Norfolk Botanical Garden plans to move to an electronic renewal process for members that\u2019s paperless, rather than relying on old-school mailers that require envelope stuffing and postage\u2014a move that fits with the garden\u2019s environmental priorities. \u201cAgain,\u201d Schmidt explained, \u201cit all goes back to how the pandemic really challenged us to think about things differently.\u201d<\/p>\n    <\/section>\n\n<section class=\"pull-quote pull-quote__top-bottom white-bg\" id=\"pull-quote-block_2ab9b6d8e2c3c41ceb27e31836286d00\">\n    <div class=\"pull-quote__wrapper\">\n                <div class=\"pull-quote__wrapper-content\">\n            <div class=\"pull-quote__wrapper-quote\">\n                <h4 class=\"h5\">\u201cBlackbaud was most beneficial with the ease of setting up our advanced ticket offering for our guests. We reconfigured the online option for special events tickets to use on a daily basis and support \u2018touchless\u2019 entry into the garden.\u201d<\/h4>\n            <\/div>\n            <div class=\"pull-quote__wrapper-name\">\n                Peter Schmidt            <\/div>\n                            <div class=\"pull-quote__wrapper-role\">\n                    Chief Financial Officer,                <\/div>\n                                        <div class=\"pull-quote__wrapper-organization\">\n                    Norfolk Botanical Garden                <\/div>\n                    <\/div>\n    <\/div>\n    <\/section>\n<\/div>\n                                    <div class=\"customer-story-single__content-download\">\n                        <a href=\"https:\/\/www.blackbaud.com\/wp-content\/uploads\/2020\/07\/norfolkbotanicalgarden_cs_final-2.pdf\"><i class=\"fa-solid fa-arrow-down-to-bracket\"><\/i> Download PDF<\/a>\n                    <\/div>\n                           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