The Next Wave

Education: Brown (Geology) Duke (Coastal Management) UCLA (Surfonomics) Lived: Southern CA Oregon Rhode Island North Carolina Surfrider HQ Intern in 1995 Laguna Chapter Chair in 1999 – 2001 Environmental Director 1998 – 2014 CEO 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

The protection of the ocean, waves and beaches through a powerful activist network What - Where - How Mission

Protection

Clean Water Beach Access Coastal Preservation Ocean Protection Surf Protection 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 Priorities 1.Increase Chapter Support 2.Move from Reactive to Proactive 3.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

Regional Chapter Support Impact Marketing & Communication 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

Dr. Chad Nelsen, CEO (949) QUESTIONS?

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

Clean Water Beach Access Coastal Preservation Ocean Protection Surf Protection Horizontal Vertical Parking Fees Amenities Runoff Wastewater Algal Bloom Illness Plastic Desal Recycling Green Streets Armoring Development Beach Fill Sea Level Rise Adaptation Retreat Dams Oil Drilling Seismic MPAs Ocean Planning Governance Rec. Studies Beach Access Clean Water Coastal Conservation Ocean Protection