Steve Irwin's family run Australia Zoo, which was opened by Steve's parents Bob and Lyn back in 1970. Steve had helped his parents since childhood to care for crocodiles and reptiles and to maintain the growing number of animals in the zoo. As Steve's TV show grew in popularity and generated extra funds, Steve and his wife Terri put all money raised from filming and merchandise into conservation and building new exhibits.
I'm sure Steve Irwin's reaction the the sting ray that accidentally killed him would be to say something like "I'm sorry I scared you, I just wanted everyone to see how awesome you are."