O’Neill Sea Odyssey
2014-2018
FIVE YEAR STRATEGIC PLAN
Approved by Board of Directors 9/16/2013
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O’Neill Sea Odyssey’s mission is to provide a
hands-on educational experience to encourage
the protection and preservation of our living sea
and communities.
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Quick facts:
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O’Neill Sea Odyssey (OSO) provides a one-day field trip on the Team O’Neill
catamaran and in a shore-side education center.
The program is free, but a community service project is required for participation.
Classes and youth groups apply to participate at www.oneillseaodyssey.org.
4th – 6th grade.
Adam Webster Memorial Fund serves special needs youth.
Curriculum provided for classrooms.
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Accomplishments by the end of 2013
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Founded in 1996, incorporated in 1997.
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As of the end of 2013, 75,000 youth in 2,700 classes have been served.
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AWARDS: December 2004: Governor’s Environmental & Economic Leadership
Award. May 2005 received US Senator Barbara Boxer’s Environmental Champion
award. August, 2009: Adam Webster Fund received the Special Parents’ Information
Networks’ COMMUNITY SPINNERS award for its work with special needs youth.
November 2013: Silicon Valley Business Journal’s COMMUNITY IMPACT Award.
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2004: renovated education center, owned by OSO under a 25 year lease from the
Port District. Jack O’Neill and Harry Hind donated the building to OSO in 2000.
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Curriculum has been aligned with education standards and ocean literacy principles.
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2013 study found 75% of OSO youth retained stewardship values 5-7 years later.
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Certified as a Green Business in 2010.
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Collaborated with other organizations to implement Ocean Scholars mentor program
for Latino youth, Ocean Protectors plastic education program, Project Discovery
w/State Parks, and the weeklong San Jose Community Oceanography Program.
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Organization
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Board of Directors governs, sets budget and policy, assists with fundraising.
Programmatic needs are funded as a priority and administrative and fundraising costs are kept to
a minimum. Recruit and retain volunteers and interns to strengthen staffing.
Organization’s assets include upstairs of OSO building at Santa Cruz Harbor, use of Team O’Neill
catamaran, curriculum, accumulated data, Board of Directors, staff, volunteers, website.
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Financial position as of YE 2013
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Goals of 2014-2018 strategic plan
O’Neill Sea Odyssey’s goals:
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In 2013 75,000 students had been served and our goal by the end of
2018 is to have served 100,000 students with our hands-on, ocean
going education program.
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Continue to increase environmental stewardship and advocacy
among youth through our hands-on ocean education program
combined with our promotion of ocean science curriculum and
watershed concepts in classrooms, especially for inland schools.
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Achieve financial sustainability through endowment & building.
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Using O’Neill Sea Odyssey’s success as a model, continue to
advocate for increased outdoor, hands-on environmental education.
These goals will be met using the following objectives…
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Objectives for 2014-2018
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Community Outreach & Advocacy
Objective: to educate decision-makers about the value of our work.
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Make presentations to community organizations, program supporters, government bodies.
Promote OSO’s value specifically and outdoor, ocean education generally.
Invite opinion leaders, media and supporters to observe program.
Promote milestones and OSO long-term study.
Make available data collected by OSO students and by our weather station, for research.
Tell stories of individual youth who were inspired by the program.
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Use assets to support our mission
Objective: to use building and endowment for OSO’s future.
• Promote planned giving
and legacy gifts for
endowment.
• Sustain building tenant
base and encourage
giving to building fund.
• Maximize use of these
assets to benefit
program.
Groundbreaking for O’Neill Building, 1965
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Sustain Program
Objective: to diversify, strengthen our fund base and therefore our service delivery.
• OSO is a complex program requiring significant financial support.
• Develop volunteer base/leadership for annual fundraising event.
• Identify new sources of funding including individuals, foundation,
government & corporate.
• Develop flexible funding for bus transportation.
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Promote Program
Objective: to increase our visibility & accessibility.
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Promote the website which has curriculum, interactive class database, donors, weather
station and video.
Use newsletter to promote ocean knowledge & recognize our supporters.
Develop new promotional video stressing program impact.
Use media coverage and social media and other means to promote our message.
Make use of testimonials from students.
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Innovate & Demonstrate Value of Program
Objective: to leverage resources to enhance and to demonstrate program’s impact.
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Continue and strengthen core program to achieve and increase from 75,000 to
100,000 total students by the end of 2018.
Promote curriculum & activities on website to students, teachers, get curriculum in as
many classrooms as possible to promote science and conservation.
Promote results of long term study. Utilize new student survey and logic model
developed in 2013 to measure annual outcomes.
Develop and promote visual mapping the scope of OSO’s impact ,allowing schools to
collaborate w/each other and see the bigger picture.
Re-align curriculum w/STEM & Common Core standards so schools can continue
participating. Continue to integrate climate change & adaptation into program.
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Continue partnerships and special programs
Objective: Add value to other education programs and support youth with special needs
• Collaborate w/others for
special programs such as
the Ocean Scholars
mentorship program with
Familia Center and the
Ocean Protectors program
with Save Our Shores about
the danger of plastic
pollution.
• Continue to promote and
sustain the Adam Webster
Memorial Fund to serve
cognitively challenged
youth.
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Export Program Content
Objective: to increase number of youth served, broaden impact & protect ocean.
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Continue to export lesson plans and curricula elsewhere.
Watershed to the sea video for a virtual representation of OSO’s
program for coastal and inland schools.
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Maintain Organizational Quality
Objective: to continue high quality of the organization thereby maintaining and enhancing our
resources and service delivery.
• Continue “greening” our
facilities by reducing waste,
water and carbon footprint
as we have done w/our
solar array.
• Stay apprised of legal
developments as they affect
non-profit organizations.
• Offer training and
information for staff.
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Strategic Plan Timeline:
January 1, 2014 to December 31, 2018
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OSO Team
BOARD OF DIRECTORS: Bridget O’Neill, Chair; Tim
O’Neill, President; Jack O’Neill, Founder and Co-Chair;
Mike McCabe, Vice President-Treasurer; Nick Petredis,
Secretary; Donna Blitzer; Rob Bremner; Jim Thoits, Jim
Beckett, MD; Jack McLaughlin, PhD.
STAFF: Dan Haifley, Executive Director; Laura Barnes,
Education Coordinator/Instructor; Adam Steckley,
Operations Coordinator/Instructor; Tim O’Neill, Skipper;
Mike Egan, Skipper; Rich Gerling, Building Steward;
Instructors: Darren Gertler, Nikki Brooks, Celia Lara,
Lauren Hanneman, Jay Weber, Erica Pittman, Sarah
Langley, Savannah Shaughnessey, Justine Grajski.
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Advisory Board
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Stephany Aguilar, Councilmember, City of Scotts Valley
Jeff Almquist, Judge, Santa Cruz County Superior Court
Blanca Alvarado, Santa Clara County Board of Supervisors (ret.)
Albert Aramburu, Marin County Board of Supervisors, Director, California Conservation Corps (ret)
Bruce Arthur, Capitola City Council (ret)
Cliff Barrett, Scotts Valley City Council (ret)
Celeste Basuino, Senior Vice President/Senior Financial Advisor, Merrill Lynch
Steve Belcher, Chief of Police (ret), City of Santa Cruz
Jess Brown, Executive Director, Santa Cruz County Farm Bureau
Harry Edwards, Ph.D., City of Oakland Parks and Recreation Director (ret)
Tim Fitzmaurice, Santa Cruz City Council (ret)
Sister Julie Hyer, O.P., Administrator, Adrian Dominican Sisters, Dominican Hospital President (ret) & Salud Para
La Gente President (ret);
David Jochim; Senior Vice President & Manager, Union Bank of California
Carl Keehn, Chief Financial Officer, O’Neill Australia
Robert F. Kennedy, Jr., President, Waterkeeper Alliance
John Laird, California Secretary of Resources
Bob Lee, Santa Cruz County District Attorney
Rafael Lopez, Watsonville City Council (ret)
Terry Medina, Chief of Police (ret), Watsonville Police Department
Harvey J. Nickelson, President/CEO, Coast Commercial Bank (ret)
Ellen Pirie, Santa Cruz County Supervisor (ret)
Emily Reilly, Santa Cruz City Council (ret)
Mike Rotkin,Santa Cruz Mayor & Counclimember (ret)
Simon Salinas, Monterey County Board of Supervisors;
Joe Simitian, Santa Clara County Supervisor;
Bill Simpkins, Community Volunteer, Boat Owner
Robert Stephens California Audubon & Elkhorn Native Plant Nursery
Mark Tracy,Santa Cruz County Sheriff-Coroner (ret)
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Sam Farr, US House of Representatives, District 17
Significant donors
As of 1/2013, our donors of $5,000 + include:
Jack O’Neill, Harry Hind, O’Neill, Inc.; Team O’Neill, The David & Lucile Packard Foundation, California Coastal Conservancy,
City of San Jose, City of Santa Cruz, City of Scotts Valley, City of Watsonville, County of Santa Cruz, Harden
Foundation, Leslie & Troy Daniels, Monterey Peninsula Foundation, Pacific Gas & Electric Company, Toyota USA
Foundation, US Department of Education, Wildlife Conservation Board, The Adam Webster Memorial Fund, American
Honda Foundation, Applied Materials, Inc., California Coastal Commission, California Integrated Waste Management
Board, Christensen Fund, Cisco Systems Foundation, City of Capitola, Comerica Bank, Community Foundation for Monterey
County, Community Foundation of Santa Cruz County, County of Santa Clara, Duke Energy, East Bay Community
Foundation, Fitzpatrick Foundation, Frieda C. Fox Family Foundation, Intero Foundation, Jim & Debbie Thoits, Joint
Services International BV, Stephen J. Luczo, Ludwick Family Foundation, Michael Lee Environmental Foundation, Morgan
Family Fund at the SVCF, National Fish & Wildlife Foundation, Newman’s Own Foundation, Ocean Honda, Robert and
Nancy Bremner Fund, Roots for Success Foundation Fund at the CFSCC, Santa Clara Valley Water District, Sharks
Foundation, Starbucks, State Parks Foundation, The Brickyard Fund at the East Bay Community Foundation, The Bright
Horizon Fund at the CFSCC, The Cathleen Chandler Eckhardt & Terry Eckhardt Fund at the CFSCC, Stocker Family Fund
at the CFSCC, Union Bank, Wells Fargo Foundation, Alan F. Shugart, Angelo & Lucile Canepa, Anonymous, Aspect
Communications, AtreNet, Bank of America Foundation, Barbara Karleen & Hank Cureton, Bareilles Famly Trust,
Beauregard Vineyard, Bill & Brigid Simpkins, Bridget O’Neill, California Department of Education, Charles & Ann
Walton, Cheryl & Joe Pruss, Citigroup Foundation, Clarence Souza, Dan & Rebecca Haifley, Daniel Joseph Motta Memorial
Fund, David & Lynn Jochim, Denny & R.N. Smith, Construction, Dilworth Family Foundation, Donald J. McCubbin, Dynegy
Power, LLC, Ecology Action of Santa Cruz, Edelgard Heine, E-TRADE Financial Corporation, Familia Center, Gateway
School, Granite Construction, Greater Bay Bancorp Foundation – Coast Commercial Bank, Greeenwaste Recovery, Gus
Gregory & Joyce Wrenn, Jack & Allison McLaughlin, Jorge Chino, Laura, Jesse, Josh, & Kate Ambrose, LS Power
Generation LLC, Marc Andreini, McCabe & Totah, McKay Fund & Scott Fund of the CFMC, Mike & Ann McCabe, Nancy
Buck Ransom Foundation, National Marine Sanctuary Foundation, Neal & Susan Motta; Omega Nu – Sigma Alpha
Chapter, Pacificare Foundation, Rancho Del Mar Shopping Center Fund at the CFSCC, Randall & Cynthia Pond, Redtree
Properties, Rex Foundation, Julie Packard, Rother-Hanser Foundation, Safeway, Inc., Santa Cruz Medical
Foundation, Santa Cruz Seaside Company, Sidney Stern Memorial Trust, Silicon Valley Community Foundation Troutbeck
Fund, Sobrato Family Foundation, Solectron, Soquel Creek Water District, Steve & Anita Westly Foundation, Steve & Lisa
John, Steve & Nancy Bareillis, Target, Thales Navigation, The Brian & Patricia Herman Fund at the CFSCC, The Catherine
L. & Robert O. McMahan Foundation, The George P. Kendall Memorial Fund, The Lenore & Howard Klein Foundation, The
Nicholson Family Foundation,The Repass-Rodgers Fund for the Environment at the CFSCC, The Robert S. & Grayce B.
Kerr Foundation, The Robert Stephens & Julie Packard Fund of the CFSCC, The Starbuck’s Foundation, Tim & Lisa O’Neill,
Tim & Mary Haifley, Trilobite Fund At Tides Foundation, Trimble Navigation Limited, United Way Santa Cruz County, United
Way Silicon Valley, Upjohn California Fund, WMS Media Inc., Wachovia Wells Fargo Foundation, West Marine Products,
Western Allied Mechanical, Inc., William Alvarez & Celeste Basuino-Alvarez, James Beckett, M.D. & Kimberlin Beckett
For a complete list of donors over $1,000 accumulated giving: http://oneillseaodyssey.org/view-our-sponsors/
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For More Information:
Dan Haifley, Executive Director:
(831) 465-9390
dhaifley@oneillseaodyssey.org
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