CLOSE ENCOUNTERS: Nonprofits offer unique experiences to raise both money and awareness.

• Author: Christensen, Lisa
• Position: Nonprofits

Gone are the days when a museum or zoo could open its doors to the public and call it a day. Today's nonprofit educational institutions are finding innovative ways to both bolster their bottom line and reach new audiences.

"You have to make money to sustain your mission," says Jared Springer, director of sales and events at Loveland Living Planet Aquarium. The philosophy has been embedded in the aquarium's model since the current location's opening in 2014, owing to advice given to Brent Anderson, founder and CEO, at another aquarium?ust because it's a nonprofit, he was told by a mentor, doesn't mean it shouldn't be run as a business.

Making a splash

The aquarium hosts more than 200 events per year, most of which are accommodated nicely by events rooms built specifically for that purpose. Many of those events are weddings, school dances or corporate parties (to get a holiday party scheduled at the aquarium requires planning several months ahead; most slots are filled by late spring). But over the last two years, Springer and others in his department have been branching out.

"We want to go out and find segments of our population we're not quite reaching through normal channels," he says. General admission is still the biggest line item in the aquarium's budget, and grants and private donations help tremendously, too, he says, but events have become the second-largest financial contributor for the aquarium.

Some events are instant hits, like Sips Under the Sea, which paired beer and wine with tastings of chocolate and cheese. The event was shockingly popular, especially given Utah's reputation of not being a drinking state, Springer says. All but a narrow percentage of tickets were sold through social media, and the audience was an enthusiastic bunch of those very demographics Springer was hoping for. The success of the event has prompted the aquarium to make it a recurring feature, four times a year.

Yoga with Sharks was somewhat less popular initially, Springer says, because they as marketers didn't initially understand the event's audience. The first event had a bar at the back, but it was virtually ignored. A few different demographics of attendees did emerge, though, that allowed future events to be marketed much more effectively. The event has since become successful, Springer says, and he is hoping to expand it by partnering with businesses to do corporate events as part of wellness programs.

In the beginning, Springer and the marketing staff frequently clashed with the scientists and animal keepers over events? although there are dedicated rooms for events, guests are usually allowed a...