In this episode of The Metamorphosis Moment, Nancie McDonnell Dougherty sits down with Patrick McMaster, Vice President of Marketing and Communications at Philadelphia Zoo, to explore what it really takes to balance mission with financial reality.
For Patrick and his team, marketing is not just about driving attendance. It is about building belief in the zoo’s mission of conservation and education while ensuring the organization generates the revenue required to sustain it.
Patrick shares how his team approaches storytelling in a way that connects visitors to the animals, the science and the conservation work happening behind the scenes. From the global story of a nearly 100-year-old Galapagos tortoise becoming a first-time mother to the everyday work of animal care teams, these stories help transform a day at the zoo into a deeper connection with the natural world.
The conversation also explores how the Philadelphia Zoo has adapted its marketing strategy since the pandemic, from reaching new audiences to creating experiences that motivate people to leave the couch and reconnect in person. Patrick reflects on the importance of listening across teams, building sponsorships that align with the zoo’s values and rethinking assumptions about how people engage with place-based attractions.
For leaders responsible for both growth and purpose, Patrick offers a clear reminder. Revenue and mission are not in conflict. When approached thoughtfully, they strengthen each other.
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