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Strategic Plan 2007-2012
MISSION, VISION AND STRATEGIES
January 22, 2007

MISSION

To conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth’s biological diversity.

VISION

Audubon Washington is the leader in conservation of birds and their vital habitats along The Pacific Flyway and throughout Washington State.

Audubon Washington is strong and powerful and achieves measurable results through clear goals and objectives, adequate funding for its activities, and skillful execution of its strategic plan.

Audubon Washington has successful partnerships with communities, businesses and others that conserve vital areas for birds based on mutual understanding of their ecological and economic value to us all. Communities seek our assistance in developing nature tourism and environmental education programs.

Audubon Washington is known locally, regionally, and nationally as an effective and well-funded organization that works in concert with affiliated Audubon Societies and other allies to solve complex environmental issues.

STRATEGY

Audubon Washington leverages its unique capabilities and assets to accomplish its mission by advocating for bold public policy based on science, applying its environmental education expertise, and by working with rural communities and underserved groups.

Audubon Washington mobilizes its network of 26 affiliated Audubon Societies and 18,000 members, Audubon Nature Centers, ornithologists, and international Audubon resources to preserve local habitats along the Pacific Flyway. Audubon Washington also mobilizes this network to support statewide initiatives that advance Priorities for a Healthy Washington.

Audubon Washington collaborates with businesses, farmers, foresters, and public policy makers to achieve its mission and to develop a shared understanding of the economic value and benefits of bird conservation.

GOALS AND OBJECTIVES

Strategic Goal 1:
Conserve critical habitat and birds along The Pacific Flyway.

Objectives:

1. Raise public awareness about vulnerable birds throughout Washington by using the region’s ornithological and scientific experts. Publish State of the Birds Reports informing the public about status and conservation actions for birds and habitat.
2. Create the scientific capacity to direct The Pacific Flyway Campaign and ensure maximum habitat conservation in both public policy and “conservation action projects” on the ground.
3. Identify, prioritize and protect Washington’s most imperiled bird habitat, birding sites, and Pacific Flyway stop-overs.
4. Change current laws through conservation policy campaigns to protect forests, abate global warming, increase environmental education, and promote bird-friendly wind power,

Strategic Goal 2:
Create a “One Audubon” Campaign for Community Conservation.

Objectives:

1. Use our scientific expertise and organizing capacity to inspire, inform and mobilize statewide Audubon members to create local “Campaigns for Community Conservation”.
2. Strengthen local partnerships for conservation by leveraging our contacts from our advocacy work, the Great Washington Birding Trail, our two Nature Centers, and our 26 Audubon Societies.
3. Create new partnerships with foresters, farmers, businesses and science-related organizations to increase Audubon Washington’s effectiveness and build public support for Pacific Flyway conservation.

Strategic Goal 3:
Apply Audubon Washington’s environmental education expertise to connect more people with nature.

Objectives:

1. Align our conservation and education programs with national and state environmental education strategies and with Pacific Flyway conservation programs.
2. Open and operate the first Nature Center at Seward Park.
3. Expand the capacity of the Dungeness River Center Audubon River Center Board to increase their community outreach and impact.
4. Advocate for stronger environmental education policies and funding in the state legislature.

Strategic Goal 4:
Audubon Washington uses the Audubon “Brand” to create an effective marketing program.

Objectives:

1. Develop a marketing and communication program for 2007-2012 to publicize Audubon Washington’s activities and achievements and thereby broaden public support.
2. Provide strategic communications support to our conservation programs, campaigns and grassroots partners to help them succeed.
3. Update our communication technologies systems to fully leverage staff contributions

Strategic Goal 5:
Increase overall organizational and financial effectiveness.

Objectives:

1. Develop Audubon Washington’s board through strategic recruitment and training, clear accountabilities, and active committees.
2. Increase staff by 33%, review staff compensation and satisfaction, and implement plans to recruit, engage, and retain exceptional staff.
3. Increase fundraising capacity with special emphasis on major donors, earned income, and marketing The Pacific Flyway conservation vision.
4. Increase the efficiency of financial management systems.
5. Create a “Development and Communication” Intern Program.