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Visitors walking through a museum gallery
The XTru Platform

Ticketing, memberships, donations, and engagement — built for places people love to visit.

XTru is the end-to-end guest experience platform for zoos, aquariums, museums, gardens, and cultural attractions. From online purchase to onsite admission to post-visit fundraising — it all runs on XTru.

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Proof in the field

Built for the real-world complexity of nonprofit attractions.

$1 Billion+ in nonprofit commerce supported
15+ years serving nonprofits
150+ organizations served
MOXI, The Wolf Museum of Exploration + Innovation logo
SUN 'n FUN Aerospace Expo logo
Fort Worth Botanic Garden logo
Blank Park Zoo logo
The Arboretum logo
Riverside Art Museum and The Cheech logo
The San Diego Museum of Art logo
Tulsa Zoo logo
Conner Prairie logo
Turtle Bay Exploration Park logo
Kids Zoo logo
What XTru does

From the front gate to the follow-up.

One family books a timed-entry ticket, gets a digital member pass, scans in at the gate, donates to a campaign in the lobby, and gets a thank-you the next morning. Every step of that arc runs on XTru.

  • 01Modern checkout for tickets, memberships, donations, and add-ons.
  • 02Wallet-ready passes your staff can scan and recognize at the gate.
  • 03Clean data pushed to Altru, Raiser’s Edge NXT, and your other systems.
Visitors moving through a busy attraction gate
Member pass Active
Family Plus — Rodriguez Renewed 04/2026 · 4 named members
Gate scan Recognized
Guest journey

The full guest journey runs on XTru.

From the first ticket purchase to the post-visit follow-up, every step is handled inside the platform - not stitched together from five different vendors.

  1. 01

    Discover

    Promote events, programs, admission products, donation campaigns, and member opportunities from one platform.

  2. 02

    Purchase

    Sell tickets, memberships, gift cards, donations, and merchandise through a modern checkout experience.

  3. 03

    Visit

    Recognize members, scan tickets, process onsite sales, and support high-volume admission days with kiosks and mobile tools.

  4. 04

    Engage

    Send surveys, launch fundraising campaigns, collect donations, and invite guests to deepen their relationship after the visit.

  5. 05

    Sync

    Push transactions, memberships, donations, and constituent activity back to Altru, Raiser’s Edge NXT, and the operational systems your team relies on.

Platform products

A platform built around the way nonprofit attractions actually operate.

XTru brings together the tools your admissions, membership, fundraising, finance, and guest services teams need — without forcing each department into a separate system.

XTruTicketing

Admissions, ecommerce, events, programs, and memberships for modern nonprofit attractions.

Sell general admission, timed entry, camps, classes, events, memberships, add-ons, and donation-aware checkout through guest-friendly purchase flows built for visitor-serving nonprofits.

  • General admission sales
  • Timed entry
  • Event ticketing
  • Camp and program registration
  • Membership sales and renewals
Explore XTruTicketing

XTruPass

Digital membership cards and wallet passes made simple.

Make member access easier with digital cards, Apple and Google Wallet passes, household membership support, automated updates, member portal access, and staff validation tools.

  • Digital membership cards
  • Apple Wallet support
  • Google Wallet support
  • Household membership support
  • Member portal access
Explore XTruPass

XTruEngage

Fundraising and engagement tools for every step after "buy now."

Donation forms, campaign pages, Text 2 Raise, Tap 2 Raise, post-visit surveys, and follow-up campaigns — all running on the same platform as your ticketing, memberships, and onsite tools.

  • Donation forms
  • Campaign pages
  • Text 2 Raise
  • Tap 2 Raise
  • Recurring gifts
Explore XTruEngage

XTruInsight

Smarter reporting and data insights for visitor-serving organizations.

Turn ticketing, membership, attendance, campaign, transaction, and guest behavior data into clearer reporting, operational dashboards, board-ready insights, and AI-assisted insights.

  • Sales reporting
  • Attendance trends
  • Membership insights
  • Guest behavior trends
  • Campaign performance
Explore XTruInsight

XTruLink

Integration and connectivity for the XTru platform.

Connect XTru to systems like Blackbaud Altru, Raiser’s Edge, and other nonprofit platforms so ticketing, membership, donation, constituent, and transaction data moves cleanly across your organization.

  • Blackbaud Altru connectivity
  • Raiser’s Edge connectivity
  • Constituent and household matching
  • Membership data sync
  • Order and transaction posting
Explore XTruLink
Industries served

Made for places people love to visit.

XTru supports the unique mix of admissions, memberships, donations, programs, events, and onsite operations that power mission-driven attractions.

Aquarium visitors viewing an exhibit
Featured industry

Zoos & Aquariums

Timed admission, digital memberships, guest passes, animal-care campaigns, kiosks, and high-volume seasonal events.

Explore industry
Visitors walking through a museum gallery

Museums & Science Centers

General admission, special exhibitions, member recognition, donations, programs, and visitor feedback.

 Sunlit pathway through a botanical garden

Botanical Gardens

Seasonal admission, member mornings, festivals, classes, donations, and guest engagement tools.

 Families exploring a children’s museum exhibit

Children’s Museums

Family memberships, camps, field trips, birthday events, and family-focused engagement.

 Cultural attraction guests during an event

Cultural Attractions

Flexible ticketing, programs, group visits, memberships, rentals, and event workflows.
Giraffes at Roger Williams Park Zoo
Roger Williams Park Zoo Zoos & Aquariums
Customer story

Real outcomes inside real attractions.

Scanning makes entry much faster, kiosks take care of long cashier lines, and the online interface is much better than Altru's. A real game changer for us has been the confirmation of email addresses.

As told to the XTru team
  • Faster Guest entry on busy days
  • Flexible On-site sales and kiosks
  • Cleaner Member and supporter data
See more organizations
Platform layer

One platform across revenue, access, and engagement.

Instead of stitching together separate tools for tickets, memberships, fundraising, and onsite operations, your team runs all of it on XTru.

Sell

Revenue

  • Tickets
  • Memberships
  • Donations
  • Campaigns
  • Gift cards
  • Merchandise
Recognize

Access

  • Digital passes
  • Ticket scanning
  • Kiosks
  • Mobile POS
  • Guest passes
  • Member recognition
Follow up

Engagement

  • Surveys
  • Text 2 Raise
  • Tap 2 Raise
  • Recurring gifts
  • Follow-up campaigns
  • CRM sync
Why XTru

Why teams choose XTru.

Built around the realities of nonprofit attractions — from peak admission days to membership renewals and fundraising campaigns.

  • Built for nonprofit attractions

    Designed around zoos, aquariums, museums, gardens, and cultural institutions — not generic ecommerce retrofitted for nonprofits.

  • One platform, not five vendors

    Tickets, memberships, donations, campaigns, and surveys all run on XTru — not split across unrelated tools that you have to stitch together.

  • Native CRM connectivity

    XTru is the system of action for guest commerce, and feeds Altru, Raiser’s Edge NXT, and other CRMs with the clean data your team needs.

  • Ready for peak days

    From camp sales to holiday events to high-volume admission days, XTru is built for moments where speed and reliability matter.

  • Hardware-aware

    Online sales, kiosks, mobile devices, and onsite guest service workflows all run on the same platform — no switching between tools.

  • Human support

    A team that understands nonprofit operations, ticketing pressure, membership complexity, and the messiness of guest data.

Operations team reviewing platform data

Ready to run your full guest experience on one platform?

See how XTru replaces a stack of disconnected tools with a single, modern platform built for nonprofit attractions — and feeds your CRM with cleaner data than you have today.

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