Brand:

Surfrider Foundation

Mission:

Focus:

From Passionate Movement to Measurable Impact

The protection and enjoyment of the world’s ocean, waves and beaches, for all people, through a powerful activist network

Solving for:

Resulting in:

Organizational Growth and Transformation

  • Revenue increased 175%, from $3.6M to $6.3M

  • Corporate support grew 500%

  • Volunteer chapters nearly doubled, reaching 114 domestic and international sites

  • More than 250 coastal victories achieved in five years

  • And most importantly, the organization evolved into a measurable, media-savvy, movement-driven model for environmental change—one that remains a benchmark for grassroots-powered progress today.

How does the world’s largest coastal conservation nonprofit evolve from a passionate grassroots network into a modern, measurable force for change?

A multi-chapter network of volunteers

By the early 2000s, Surfrider Foundation had built a legacy of coastal activism, but lacked the strategic structure to scale its impact or prove its wins in a fast-changing media and environmental landscape. The challenge: transform a values-driven movement into a performance-driven organization without losing its soul.

Working with:

Under Jim Moriarty’s leadership, Surfrider’s national team worked hand-in-hand with more than 100 entities across its chapter network, school clubs, and international affiliates to build alignment around a new vision: one that fused activism with accountability. We engaged internal teams, volunteers, board members, and brand partners to shift the culture, introducing modern tools, metrics, and communications strategies that turned local passion into national influence.

We delivered:

A strategic charter that brought clarity to purpose and action

  • A first-of-its-kind “Engagement Index” to track grassroots effectiveness across an entire network of national chapters

  • Early adoption of a social media strategy that put Surfrider at the front of the nonprofit digital curve

  • A culture shift toward transparency and accountability, including public reporting

  • Major revenue growth, staff expansion, and a surge in corporate partnership support