The organization serves approximately 5,000 members across the United States and more than thirty countries, representing a wide range of roles and settings, including parks, museums, nature centers, zoos, aquariums, historic sites, and commercial tour operations. It takes place in parks, museums, zoos, aquariums, historic sites, and cultural institutions, where professionals use storytelling, exhibits, guided experiences, signage, and digital media to help audiences understand and care about natural, cultural, and historic resources.