Session 1: Vision

Nik Strong-Cvetich, Executive Director

Central questions of the Weekend: What do

we need to answer to meet our mission?

1. Where are we going?

(Vision)

2. What are we doing and how do we do it

better? (Programs)

3. How do we pay for what we do?

(Fundraising)

4. How do talk about what we do?

(Communications)

Vision 2014: Where We Want to Go

Goals for this session:

• Review progress in 2013

• Build shared vision for next year

• Create foundation for strategic planning process

• 2013 Year in Review

• One Year Vision / Three Year

Vision

• One Year Goals / Three Year

Goals

• Conceptual Model

• Proposed One Year Program

Strategy

• Strengths, Weaknesses,

Opportunities and Threats

• Partnerships and Personnel

Strategies

• How Will We Get There?

• Open Questions for STW

2013 Year in Review – Accomplishments

Hired new

people!

New fellows

program!Dedicated

Huanchaco WSR!

New WSR

planning

process!

Launched

Surfonomics

studies!

New

partnerships!

2013 Year in Review – WSR Objectives

1. WSR will have a refined EC and VC

management structure.

COMPLETE

2. WSR stewardship planning process

will be defined and piloted at at

least one site. COMPLETE

3. At least one surfonomics study will

be completed as a component of

the plan. COMPLETE

4. A WSR financing feasibility study

will be conducted. COMPLETE

5. STW will have designated at least 2

new sites, and approved at least

two new sites. COMPLETE

2013 Year in Review – Endangered Waves Objectives

1. At least 2 campaign

successes will be achieved

and attributable to new direct

action criteria. Partially

COMPLETE

2. Tool kit will be launched, and

successfully employed in at

least 2 campaigns. Partially

COMPLETE

3. At least 2 surfonomics studies

will be conducted, others

compiled as repository.

COMPLETE

4. At least one film will be

produced to help in a

campaign success.

INCOMPLETE

1. At least 1000 people will

participate in the national clean-

up. Partially COMPLETE

2. A strategy for

expansion/evolution will be

developed, focused on water.

Partially COMPLETE

3. At least one other STW program

area will be put in motion.

COMPLETE

2013 Year in Review – Waveshed Objectives

“Where waves are valued and surfing becomes

a tool for the long term protection and

preservation of special coastal places, and the

communities and living things that depend

upon them”

Draft Org Vision: Where We Want to Go

Mission:

to protect and preserve the coastal

environment, with an emphasis on the surf

zone, and educating the public about its value.

Conceptual Model: What do we need to

address to meet our mission?

To preserve and protect coastal heritage with a

focus on the wave, zone and education the public

about its value.

Coastal Development

Endangered Waves

World Surfing Reserves

Surfonomics

Lobos Para Todos

Water Quality and Watershed Function

Endangered Waves

World Surfing Reserves

Wavesheds

Unidos Por AguasLimpias

San Miguel

Clean Cowells

Climate Change /Sea Level Rise

?????

Coral Reefs Impact ?????

Trash and Marine DebrisWavesheds

World Surfing Reserves

Bueno Aires, AguasMalas

Unidos

Program StrategyThreats to Waves

STW Mission

Branded

Campaigns

“In three years, STW will have a budget of over

$1.5m, with a staff of 10 (6 FTE), with local

offices where we work, and be the leader in

solving critical threats to the surf zone

internationally.”

Three Year Vision: Where We Want to Go

One Year Vision: Where We Want to Go

“In the next year, we will be an improved STW

with capacity to deliver on-the-ground

(measureable) results, strategically select

campaigns, invest adequately in programs, and

clearly communicate our value to stakeholders

and communities.”

1. WSR Goal : Protect iconic surf environments by

improving on-the-ground impact of WSRs

2. Surfonomics Goal : Improve efficacy and use of

STW tools and campaigns

3. Endangered Waves Goal : Improve efficiency

and efficacy of campaigns

4. Waveshed Goal: Improve water resource

protection around iconic waves and surfing

coastline

2014 Program Goals

Program Strategy

“We achieve our mission

through protected areas,

economics, and direct action

campaigns”Protected

Areas

• WSR• Past WSRs

• SC

• Ericeira

• Huanchaco

• Todos

• Pta Lobos

• Bali

Economics

• Surfonomics• Bali

• Huanchaco

• Pichilemu

Direct Action

• EW• Passive

• Active

• Branded Campaigns

• Wavesheds• Unidos

Program Strategy

“We achieve our mission

through protected areas,

economics, and direct action

campaigns”

Protected Areas

Economics Direct Action

WSR : Protect iconic surf environments by

improving on-the-ground impact of WSRs

• Create Stewardship Plan for Pta de Lobos, Chile

• Define SCWSR goals through Summit

• Dedicate Bahia Todos Santos WSR

• Hire manager for Huanchaco Reserve

• Form Uluwatu LSC, Create Stewardship Plan, link with

MMA

• Dedicate Pta de Lobos with legal protection (purchase if

necessary)

• Dedicate Uluwatu / Padang-Padang WSR linked with MMA

• Accept new applications from Goldcoast and France

• Finish Buenos Aires trash issue at Huanchaco

Shit we want to do in 2014…

# Lobosparatodos:

World Surfing Reserve

with Legal Protection!

Surfonomics Goal : Improve efficacy and use of

STW tools and campaigns• Launch Bali survey publicly

• Complete Huanchaco study and publish

• Complete Pichilemu study and publish

• Start San Miguel study

• Create standardized Surfonomics methodology in Santa Cruz

• Create standardized repository of Surfonomics studies (map)

Shit we want to do in 2014

Endangered Waves Goal : Improve efficiency and

efficacy of campaigns

• Build central repository Map of all Endangered Waves

• Create strategic planning tools for campaigns

• Create branded STW campaigns for those that merit

Shit we want to do in 2014…

Waveshed Goal: Improve water resource protection

around iconic waves and surfing coastline

• Complete Unidos por Aguas Limpias campaign with water

testing

• Create campaign to preserve San Miguel as State Park

• Create branded campaign for Clean Cowells

Shit we want to do in 2014…

• Are we biting off too much?

• How does Waveshed nestle with other

programs? How does it scale?

• What other program areas do we explore to

meet the mission? When?

Key Discussion Questions

Strengths, Weaknesses, Opportunities, Threats

Strengths

• Improving Outcomes

• Growing Brand / Name recognition (FB growth)

• Growing Staff Capacity

• Partnerships (CI, CSR)

• Growing program awareness (Kirra)

Weaknesses

• Financial Sustainability

• Marketing and communications

• Staff burnout

• Over commitment

Opportunities

• Capitalize on name through merch

• Capitalize on iconic places

• Working in upcoming economies (Chile, Peru, Indonesia) Long term growth

• Proximity to Silicon Valley / SF economies

Threats

• Dependence on surf industry

• Financial Sustainability

• Mission creep from other orgs

• Brand control

$-

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Save The Waves 2005 - 2014

Revenue

Expense

Fundraising Goals: $500k by 2015

Fundraising Goals: $500k by 2015

Budget $411,000 Goal $500,000+

Fundraising events $133,000 $175,000

Grants $143,500 $150,000

Corporate Contributions $41,000 $41,000

Individual Contributions $37,000 $50,000*

Membership Dues $9,500 $10,000

Merchandise (STW) $10,000 $20,000

Co-Branded Products $37,000 $40,000

STW Donor Trips (part of events) $20,000

* Does not include Lobos campaign

2014 Personnel Goals:

Board of Directors

Programs Operations

Communications

2014 -17 Personnel Goals: 1 FTE / year

Board of Directors

Programs Operations

Communications

Personnel Strategies:

• Hire / Contract Local Staff (WSR managers)

• Build personnel capacity for program

delivery

• Continue fellowship program to support

weaker areas:• Surfonomics fellow - CBE• WSR fellow – CBE • Communications Fellow • Film and Video fellow

• Broaden strategic partnerships

• Broaden skilled volunteer base (Ex-Intel)

Personnel and Partnerships:

• Broaden partners in international

conservation (Ex. Conservation

International)

• Work with non-traditional STW partners

• Continue to partner with universities /

fellowships:

• Broaden international partners (Ex:

UNESCO)

• Strengthen local relationships (Ex: DG

Costera)

How do we get there?

• Stack services and opportunities

• Leverage strategic partnerships for

resources

• Creative approaches to staffing

• Org wide consensus on vision!