Strategic Plan

2024–2027 Strategic Plan

STAFF

Rachel Norton

Executive Director

Luis Alcala Operations Assistant

Amber Baldwin Junior Accountant

Sarah Dayley Development Associate

Emily Doyle, PhD Program Manager, Climate Resilience

Adele Escoto Membership and Operations Coordinator

Haley Gonzales Community Partnership and Impact Manager

BOARD OF TRUSTEES

Birt Johnson, Jr., Board Chair

Robert Walter, Board Vice Chair

Diane Ross Leech, Secretary

Bill Doolittle, Treasurer

Rachel Alvarez

Angel Barajas

Doug Beebe

Virginia Chang Kiraly

Ben Cipollini

ADVISORY TRUSTEES

Gail Kautz

Asim Khan

Patrick Lee

Travis Hattori Salesforce Database Manager

Samantha Joseph Director of Development

Shakaylah Leonard Events and Stewardship Manager

Sydney Little Associate Director of Digital

Cassandra Liu Director of Finance and Operations

Elise Matera Communications Assistant

Kathleen McCurdy Membership Manager

Alexander McCutcheon

Digital Content Specialist

David Pierce

Digital Marketing Coordinator

Melissa Potts

Volunteer Program Manager

Jessica Ro

Major Gifts Officer

Ashley Tittle Director of Marketing and Communications

Patricia Vlcek Volunteer Program Coordinator

Randy Widera Director of Programs

Michon Coleman

Jason Glickman

Carol Hart

James Lau

Leslie Leonard

Christi Light

Gina Orozco

Keith Pettus

Rao Rapeta

Dan Skopec

Darry Sragow

Mukund Srirangapatnam

Ryan T’Kindt

Joshua Wood

Cindy Yang

Emily Young

Paul Luning

Connie Lurie

California State Parks Foundation board meeting, Oct. 2022

California State Parks Foundation staff park tour, Sept. 2022

Welcome Letter

Dear California state parks lover:

Since 1969, California State Parks Foundation has been working to protect and preserve California’s magnificent state park system, for the benefit of all. In all these years working side by side with the dedicated employees of California State Parks and the people of California, we’ve learned a foundational lesson: the state park system will always need our stewardship and support, and none of us — staff, partners, volunteers, donors — are as effective alone as we are together.

Creating this strategic plan to guide and focus our work over the next few years has given us the opportunity to reflect deeply on that lesson, and how it shows up in our values and vision for the future. We’ve reaffirmed our commitment to addressing the very real threats our park system is experiencing — issues like intensifying climate change and loss of biodiversity, the need to stay relevant in a state with an incredibly diverse population and widening economic inequality, and a state budget that has not kept up with the needs of the park system for many years. We identify solutions and move them forward, and we work in partnership with the many organizations that share our values and goals for the park system. We know we will be successful if we can inspire a movement bigger than all of us — an invitation to celebrate, steward, and experience California’s incredible natural beauty, unparalleled recreational opportunities, and fascinating history through our state park system.

As we embark on this plan of action, we welcome you to join our journey, adding your voice, time, and support to our collective efforts. Those who came before us bequeathed a park system that provided for the health and well-being of Californians, and we have an obligation to carry these gifts forward, continually adding our own learning and wisdom to what came before. Together, we are powerful protectors of these places that offer so much to our people and all the living things of California. We are honored to be doing this work alongside you.

Rachel Norton Executive Director

Birt Johnson, Jr. Board Chair

Executive Summary

To develop this strategic plan, the staff and board of California State Parks Foundation reflected on what our parks need most in this time of great uncertainty and opportunity. The accelerating effects of climate change challenge the entire system, while increased interest in experiencing parks for their many mental and physical health benefits has created a surge in new visitors. Balancing these critical climate threats while keeping the California state park system open and accessible is critical to our work over the next several years, and into the future.

Assessing these factors holistically, we have prioritized these focus areas:

Defending Parks · Our network provides quick intelligence on looming issues for individual parks and the park system. We use that intelligence to craft effective strategies to defend against threats.

Developing Solutions · We pursue innovative programs and projects that exemplify solutions to issues facing state parks, and then we scale them statewide, through funding, awareness, and advocacy.

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Defending Parks: Our network provides quick intelligence on looming issues for individual parks and the park system. We use that intelligence to craft effective strategies to defend against threats.

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Building a Movement · We are building a diverse, inclusive movement of park champions, enabling Californians to engage with, experience, and advocate for their state parks.

Strengthening Operational Excellence · We are strengthening our operational effectiveness by improving business planning, processes, staff recruitment, engagement and culture, and the integration of justice, equity, inclusion, and diversity (JEID) into the fabric of the organization.

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Enhanced Governance · The Board of Trustees actively supports and promotes our organizational vision, values and programs, has well-defined roles and responsibilities, and is engaged, diverse, and collaborative.

Mission

Protecting and preserving the California state park system, for the benefit of all.

Vision

Californians have a state park system that is accessible and relevant, adequately and sustainably funded, and stewarded for future generations.

Values

A bigger tent · Just like a camping tent that accommodates more people, we strive to create an inclusive and welcoming environment for all. We believe that by coming together and embracing diversity, we create a stronger and more vibrant community where everyone can thrive.

Future forward · Our guiding compass, we embrace the boldness to push boundaries, stand firm in our convictions, and adapt to change. We fearlessly confront challenges, remaining steadfast in our commitment to our vision, and continuously seek innovation.

Connections create results · Through collective action, we pool our resources and align our efforts toward a common goal, amplifying our impact and making a real difference. We understand that no significant achievement can be accomplished alone, but can be through the power of connecting with others.

Celebrate California · We honor the exceptional beauty of our state, while also protecting and highlighting all that is unique about California's state parks. We believe that nature is a source of wonder and awe, and the outdoors offer endless inspiration.

Commitment to Justice, Equity, Inclusion, and Diversity

At California State Parks Foundation, our mission is to protect and preserve the California state park system, for the benefit of all. We believe that California’s state parks are essential to the health, happiness, and quality of life for all Californians. If we truly are to benefit all, we must address justice, equity, inclusion, and diversity (JEID) in our work. While the process of integrating JEID may not be easy, we are full of hope regarding our vision for a future California state park system that engages a broad audience and is welcoming and accessible to all.

Our commitments:

To bring our JEID values to fruition, we are committed to acting in all areas of our work. Specifically:

1. We commit to fostering an organizational culture that celebrates learning and growth, leans into difficult conversations and feedback, values connection to each other, and sustains staff and board members’ well-being and sense of belonging.

2. We commit to centering and amplifying the needs, values, and voices of marginalized communities, specifically Tribal Nations and Indigenous peoples, communities of color, people with disabilities, and LGBTQ+ communities in our advocacy work and in our programming.

3. We commit to building trust-based partnerships, especially with Tribal Nations and Indigenous peoples, communities of color, people with disabilities, and LGBTQ+ communities.

History

For over 50 years, California State Parks Foundation has been the leading statewide voice in advocating for a sustainably funded state park system, access to parks for all, and enduring park protection.

The organization was founded in 1969 by William Penn Mott, Jr., to be a partner to the California State Parks. As director of California State Parks, Mott rallied a core group to form California State Parks Foundation, an independent nonprofit partner to help engage a broader audience of park supporters, inspire philanthropy, and better serve more diverse communities. Early in its history, California State Parks Foundation helped grow the system by acquiring land for the state, thereby preserving these treasures for generations to come.

As the new millennium approached, the California state park system began to show its age with crumbling infrastructure and mounting deferred maintenance. It was also increasingly apparent that many people did not have access to California state parks and all the health and wellness benefits they provide. California State Parks Foundation needed to increase its advocacy and presence in Sacramento to defend the state park system in the Capitol.

California State Parks Foundation has built a dedicated movement of over 70,000 members and raised more than $300 million to benefit state parks.

Programs

Climate Resilience · We are using the best available science and research to learn deeply about climate threats and solutions, educate Californians and the Legislature, activate people to take action, and ultimately influence policy and legislation that prioritizes the communities most impacted by climate change.

Access and Experiences · While California state parks are public spaces, many people cannot access or experience them. Barriers to park access include lack of transportation, cost of visiting, lack of awareness of parks or the activities they offer, closures, and more. Though we are working to reduce these barriers, this is just the beginning of the effort to ensure that every Californian feels welcome in and can enjoy state parks.

Park Excellence · Sufficient staffing, adequate funding, and effective park policies are critical to ensuring a thriving state park system. We work to achieve park excellence by fighting for a fully funded California state park system and by creating thriving partnership programs so that state parks can benefit from all the work of nonprofit partners.

Park Stewardship · By expanding park staff’s capacity, volunteers help overcome resource constraints and carry out essential tasks such as trail maintenance, habitat restoration, planting, and more. Their involvement fosters community engagement and connection, spreading awareness and inspiring others to appreciate and protect these natural and cultural treasures.

THEORY OF CHANGE HOW WE

Every program we take on at California State Parks Foundation follows an intentional throughline.

The through-line: we learn, we educate, we activate, and we influence. This through-line extends and amplifies our in-the-field learnings, model programs, and innovative solutions to ultimately influence policy and funding decisions in Sacramento and to address the

critical needs of our state park system, for the benefit of all. While every effort starts at learn, the rest of our through-line approach can be applied with flexibility, informed by the goals we are working to fulfill.

Every step of the way, we carry our legacy and foundational values. Our Theory of Change is how we drive impact and change to achieve our mission.

OUR APPROACH HOW WE DRIVE IMPACT

PROGRAMS THE CRITICAL WORK THAT WILL LEAD TO SUCCESS

WE CREATE CHANGE FOR PARKS

EDUCATE

ACTIVATE

INFLUENCE

CLIMATE RESILIENCE

ACCESS AND EXPERIENCES

PARK EXCELLENCE

PARK STEWARDSHIP

VISION

WHAT CALIFORNIA LOOKS LIKE WHEN WE SUCCEED

Californians have a state park system that is accessible and relevant, adequately and sustainably funded, and stewarded for future generations.

Defending Parks FOCUS

Vision

Our network provides quick intelligence on looming issues for individual parks and the park system. We use that intelligence to craft effective strategies to defend against threats.

Goal: Improve system for assessing and tracking threats to individual parks, parks by region, or the entire California state park system.

Goal: Engage with park staff and partners to gather input on how threats are defined, their lists of threats to the parks, and how we communicate threats to the public.

Goal: Convene a network of state park partners actively working on solutions to threats facing individual parks or the California state park system.

Developing Solutions

Vision

We pursue innovative programs and projects that exemplify solutions to issues facing state parks, and then we scale them statewide, through funding, awareness, and advocacy.

Goal: Identify and fund projects and programs that research and assess solutions.

Goal: Scale and fund model solutions across the state that respond to threats facing California state parks.

Goal: Create reports for the public, funders, partners, and parks to inform and set a vision for solutions, ultimately influencing the Legislature to take action for parks and communities.

Building a Movement FOCUS AREA

Vision

We are building a diverse, inclusive movement of park champions, enabling Californians to engage with, experience, and advocate for their state parks.

Goal: Outline the diverse and inclusive movement we are working toward, with analysis and reporting.

Goal: Create relevant resources that foster a sense of connection and show Californians that California state parks are theirs to discover and use now, and for years to come.

Goal: Create educational materials that inform people about California state parks, where their parks are, and what activities parks offer.

FOCUS AREA

Strengthening Operational Excellence

Vision

We are strengthening our operational effectiveness by improving business planning, processes, staff recruitment, engagement and culture, and the integration of JEID into the fabric of the organization.

Goal: Generate an updated business plan incorporating 3–5year programmatic goals outlining needed resources, including staffing and other expenses, with an integrated revenue strategy.

Goal: Document, monitor, track, report out, and improve company culture, with an eye toward incorporating JEID values. Improve company culture by establishing norms around the use of tools and internal communication, continue to evaluate staff engagement, continue to improve resources for staff around professional development, and establish a clear compensation philosophy.

Goal: Create a data management strategy and plan to capture current and historical data, and document current and future integrations with applications.

FOCUS AREA

Enhanced Governance

Vision

The Board of Trustees actively supports and promotes our organizational vision, values, and programs, has well-defined roles and responsibilities, and is engaged, diverse, and collaborative.

Goal: Adopt a board performance matrix and update expectations to clarify California State Parks Foundation responsibilities and roles for Trustees and Advisory Trustees such as meeting attendance, event attendance, collaboration with staff, and philanthropy.

Goal: Identify new Trustees who value the organization’s JEID commitments and represent the state of California.

Goal: Have Trustees create and implement a process for biannual self-assessment for continuous improvement.