the next wave education: brown (geology) duke (coastal management) ucla (surfonomics) lived:...
TRANSCRIPT
The Next Wave
Education: Brown (Geology)Duke (Coastal Management)UCLA (Surfonomics)
Lived:Southern CAOregonRhode IslandNorth Carolina
SurfriderHQ Intern in 1995Laguna Chapter Chair in 1999 – 2001Environmental Director 1998 – 2014CEO 4 months
Legacy
• 1984: Surfers in Malibu
• 84 chapters / 20 Quad clubs
• Regional staff in ½ the country
• Over 300 victories since 2006
• Major player in marine & ocean protection
http://www.30.surfrider.org
The protection of the ocean, waves and beaches through a
powerful activist network
What - Where - How
Mission
Protection
CleanWater
BeachAccess
CoastalPreservatio
n
OceanProtection
SurfProtection
Oceans, Waves & Beaches
Activist Network
300+ Victories
Measuring Impact
Surfrider’s Structure
Good• Victory cadence• Activist interest • East Coast expansion• Strong regional model• Brand trust Challenges• Chapter moratorium• Resource limitations• Not enough chapter support • Reactive
Current Status
Meanwhile…Local Threats:
• Texas Open Beaches Act
• Plastic Pollution
• Sea Level Rise / Coastal Erosion
Regional & Global Threats
• Water Pollution
• Plastic Pollution
• Climate Change
– Sea level rise
– Ocean acidification
Vision for the Future
Three Priorities1.Increase Chapter Support2.Move from Reactive to
Proactive3.Address Climate Change
Vision for the Future
1. Chapter Support
• Add Regional Staff– Field staff & Policy staff
• Add Issue & Program staff– Experts & Scale
• Better Activism Story Telling• Orient HQ around chapter, state &
regional campaigns
Regional Support
2. Reactive to Proactive
3. Climate Change
• Global warming of our oceans• More frequent & severe storms• Sea Level Rise -> Coastal Erosion– Seawalls, Beach Fill or Retreat
• Ocean acidification– Reefs, shellfish & foodchain– Local sources are a big deal
• Under resourced– Lack full regional support (e.g. Texas)– Lack full campaign & program
support (e.g. Coastal Preservation)–Many regions cost more than they
generate
• Lack effective marketing strategy• Membership program on the mend• Need for fundraising
Current Reality
Achieving the Vision
• Assemble the right team & structure
• Ambitious 5-year revenue plan• Invest to grow–Membership & Donations–Chapter support–Build New Revenue Sources
• Fix–Marketing & Communications
• Board Fundraising
What’s The Plan?
5-Year Plan • Complete Regional Support• Full Campaign Support• Strong Voice for the Coast• Measureable Impacts• Clear ROI
Grow 70% by 2019
Planting The Flag!
2015 Plans & Actions
• Mission– Chapter, Enviro, Legal
• Marketing & Engagement– New Dept / New Strategy
• Revenue– Corp. Partners, Donations, Grants–Membership– Regional Model
• Operations
New Organizational Structure
RegionalChapter Support
Impact
Marketing & Communicat
ion
Funding
The Virtuous Cycle
• Chapter support– Conferences, legal support, CAC
• Better Communication of our Impact– Improved Metrics–Marketing & Engagement Strategy– Activism storytelling
• Fundraising– National Strategy– Regional Model
2015 Priorities
• Regional plan (e.g. Texas)• Long term goals (3-5 years)• Clear conservation outcomes• Steps to achieve outcome(s)• Deliverables• Measurable outcomes• Annual / Multi-year budget• Regional staff• Funding• Reporting / Accountability
What is Regional Model?
• Track record of success• Allows for regional differences• Reactive -> Proactive• ID long term goals• Improves fundraising–More direct / local– Relevant
Why a Regional Model
• Requires Chapter / HQ collaboration• Chicken & the Egg– Requires capacity to get capacity
• Takes time• ~$150K / year per staff• Partial funding limits effectiveness• Requires continual fundraising• Accountability & reporting
Realistic Expectations
• Renewed Mission Focus– Chapters, campaigns, programs– On-the-ground impact
• Communicating our Impact• Fundraising / Growth• Chapter Support
Summary
Mission Projects:• Campaign Priorities• New improved metrics• Regional model• Improved chapter collaboration• ROI (Where a dollar goes)Outcomes:• Victories • “New Metrics (e.g. Policy
Advancement)”
Mission
• New Organizational Structure• Market Research• Marketing Strategy– Based on impact & activism stories
• Membership acquisition• Story Matrix• Outcomes
-TBD
Marketing & Engagement
• New Organizational Structure• Corporate Partners
– Consultants (endemic / non-endemic)
• Donations– New York position– In-house research & cultivation
• Grants– In-house research
• Membership $– See Marketing & Engagement strategy
• New events: Fundraiser, donor surf trip
Revenue
• New staff / HR• Tech Support• Governance• Board re-org– Treasurer / CFO skills
• New COO role –More financial strategy
Operations
CleanWater
BeachAccess
CoastalPreservatio
n
OceanProtection
SurfProtection
HorizontalVerticalParking
FeesAmenities
RunoffWastewaterAlgal Bloom
IllnessPlasticDesal
RecyclingGreen Streets
ArmoringDevelopme
ntBeach FillSea Level
RiseAdaptation
RetreatDams
Oil DrillingSeismicMPAsOcean
PlanningGovernanceRec. Studies
Beach Access
Clean WaterCoastal
ConservationOcean
Protection