Despite a historical trend of weak NGO development in Mexico, the sea turtle conservation movement has met with great success during the last ten years in Baja California Sur (B.C.S.). Grupo Tortuguero, a leading conservation group, invited Dr. Andrew Schneller, SFS lecturer in environmental policy, to speak at its 12th annual reunion on January 29th in Loreto. Also speaking were collaborators Patricia Baum of Eco Educadores Verde y Azul de B.C.S. and Dr. Wallace J. Nichols of the California Academy of Sciences. Below is their white paper for the event outlining the need for a public membership program and other development methods in B.C.S. based on their research assesments. Schneller is lecturer at the SFS Center for Coastal Studies in B.C.S. and is responsible for a component of the Center's Five Year Research Plan which investigates public perception and involvement with the sea turtle conservation movement.

FUNDING, EDUCATION, AND OUTREACH OPPORTUNITIES FOR ENHANCING THE SEA TURTLE CONSERVATION MOVEMENT IN BAJA CALIFORNIA SUR, MEXICO (Presione aquí para la versíon en Español)

Andrew J. Schneller, Ph.D., The School for Field Studies
Patricia A. Baum, Eco Educadores Verde y Azul de B.C.S., A.C.
Wallace J. Nichols, Ph.D., California Academy of Sciences

SUMMARY

The following summary and opportunities and recommendations are based on a year-long qualitative assessment of the strategies and accomplishments of the sea turtle conservation movement in B.C.S. Mex., which included interviews with 16 (Mexican and U.S.) directors of community-based and A.C. sea turtle organizations, 4 representatives from Mexican environmental agencies, and 776 adults and students in 11 cities in B.C.S. (adults n = 398, students n = 378). The average age of our adult participants was 36; the average age of our student (ages 12 - 18) participants was 14.

1. PUBLIC MEMBERSHIP AND PHILANTHROPY
Our research with sea turtle organizations showed that the majority of the groups do not actively pursue funding from the public, or retain formal public “membership.” While 75% (300) of B.C.S. adults had never donated money or equipment to a sea turtle conservation group, 75% (300) wanted to become a paying member of a sea turtle conservation organization, and want to receive newsletter updates, email and print announcements of volunteer opportunities in their community, and t-shirts, stickers, and other promotional materials. It was common to see students wearing Grupo Tortuguero, ProCaguama, and WildCoast t-shirts, as well as cars with sea turtle group stickers. While these materials have been instrumental in helping the public to recognize the sea turtle movement, more name recognition outreach materials are needed. 38% (144/378) of students had the ability to name at least one sea turtle group in B.C.S., while only 23% (91/398) of adults could do the same.

2. PUBLIC PARTICIPATION AND TRUST
Although not a surprising finding, we found that the public is actively participating in community events organized by your sea turtle organization. Our surveys and interviews showed that 45% of adults (180/398) had volunteered for an activity, with the most common activity being a beach or sea turtle habitat cleanup effort (Figure 1). Most people were repeat volunteers; adults on average volunteered 4.4 times in their lifetime, while 33% (60/180) of adults volunteered five or more times during their lifetime. Among student respondents we found higher rates of participation; usually coordinated through their schools - 58% (220/378) of students had volunteered for environmental activities organized by sea turtle groups.

3. WORKING IN COMMUNITIES AND SCHOOLS
The movement collectively reported reaching 5,700 students each year in B.C.S. schools. The larger programs of note include the programs of ASUPMATOMA, who reported yearly having 33 groups of students visit their San Cristobal facility to be involved in an environmental learning program, at times complete with baby sea turtle releases; Grupo Tortuguero, who reported speaking to about 1000 students in educational programs in the schools, and baby sea turtle releases; and the Municipality of Los Cabos, involving about 1000 students yearly in environmental learning programs and baby sea turtle releases. Here we note the lack of marine/turtle focused curriculum materials that can be used by teachers and nonformal educators in B.C.S. schools.

4. SEA TURTLE FESTIVALS
Among student participants, 62% (233/378) reported that they had attended a Sea Turtle Festival. Of those that had attended a festival, 33% (76/233) reported having attended three or more fests in their lifetime. We found similar numbers among our adult participants: 48% (188/393) reported that they attended a festival. Of those that had attended a festival, 44% (83/188) reported having attended three or more festivals in their lifetime. While these events provide an opportunity to reach the public with sea turtle and marine-centric conservation information, organizations have not taken full advantage of this advent, and in many instances do not set up tables where the public can talk to representatives and receive materials. While the popularity of the events cannot be denied, longtime participants mentioned that some of the festivals have diverged from their original intent, with a focus on conservation education and student/youth centered activities, to more of a beer bash/late night dance party for adults. The party atmosphere is undeniably the draw for many participants and their families; we therefore below make recommendations on how to bolster the youth activities without deterring the party.

RECOMMENDATIONS
From a broader organizational perspective we would first like to acknowledge that in light of the historical trend of weak NGO development in Mexico, the sea turtle conservation movement in B.C.S. has met with amazing success in the last 10 years; the movement has grown from a mere 2 groups in 1999, to 35 registered A.C. and community-based groups in 2010. Additionally, despite the fact that public involvement and trust in NGOs in Mexico is historically considered to be “low,” the sea turtle conservation movement in B.C.S. has proven it can operate beyond this paradigm. Based on the abovementioned research findings we believe that the movement is now strategically poised - and has the logistical ability - to significantly advance its conservation agenda. Due to increased participation in, and trust of sea turtle conservation movement by the public and federal agencies, we believe that opportunities exist for the following programmatic enhancements:

1. CREATE PUBLIC MEMBERSHIP IN SEA TURTLE CONSERVATION ORGANIZATIONS
In order to increase public buy-in and participation in marine conservation, as well as to provide an alternative source of funding, groups develop a membership retention program, similar to those already established by ProPeninsula and Wildcoast(CostaSalvaje). Retain all contact information from the public for your action campaigns! The public is willing to support the movement and its initiatives, and public membership will further solidify their commitment to your efforts.

Basic Components of a Membership Program

• A staff membership coordinator/representative, assigned to community outreach, action campaigns and educational responsibilities.
• Paying members of your group pay annual dues of +/- $200 pesos/yr.
• Groups distribute quarterly newsletters detailing: programmatic achievements, events for public involvement, letters and other submissions from members, news, policy and research developments from the field, etc.
• T-shirts, stickers, etc.

2. CREATE MORE AVENUES FOR PUBLIC PARTICIPATION AND VOLUNTEERISM
Groups should work to increase the number of volunteer and service opportunities available to the public. Students and adults alike are participating in droves, and have the ability to do more to protect sea turtles and their habitat, if asked. During our public interviews, adults and students asked about how they could be more involved in the activities of turtle groups. Advertise your public events widely via local radio and television, and flyers. Directly visit schools and invite teachers and students to participate. Our research showed that people who are directly invited by conservation organizations to participate in volunteerism do so 2X more than those who saw newspaper or television advertisements.

3. DEVELOP COMMUNITY OUTREACH TOOLS AND EDUCATION CURRICULUM FOR B.C.S. SCHOOLS
Develop printed informational materials for adults and students, which can be distributed at festivals and other community events. During our visits to various sea turtle festivals throughout the state we encountered minimal NGO sponsored tables with information and outreach materials concerning information on sea turtle and marine conservation issues. An exception was IEMANYA, a group that has developed an impressive booth containing informational materials and activities for the public that visits them at events and festivals. IEMANYA does not distribute sea turtle conservation materials, as this is not their mission. Therefore, sea turtle groups need to fill in this important outreach gap.

Age appropriate sea turtle and marine conservation curriculum is desperately needed for B.C.S. teachers. Training teachers to implement marine focused environmental education is also needed. SEMARNAT’s new Strategy of Environmental Education for Sustainability in Mexico proposes broad environmental learning goals to be implemented by 2014. Due to our positive working relationship with SEMARNAT, the environmental community in B.C.S. should take advantage of this directive, and work to lead this effort in regards to environmental education focused on conservation of the marine environment. More informal programs have already been implemented by ProCaguama in Lopez Mateos, Eco Educadores Verde y Azul de B.C.S.,A.C. in Pescadero, Todos Santos and Elias Calles, and Grupo Tortuguero.

4. FESTIVALS and ACTIVITIES WITH A FOCUS ON PLANNED ACTIVITIES FOR YOUTH
(as implemented by proCaguama)

• Organized mural painting and art competitions (that remind the community of their responsibility to the environment)
• Re-enactments to “play” biologist and search for turtle tracks, nests and eggs
• Ocean trips/adventures (kayaks, pangas and beach exploration)
• Sea Turtle and Environmentally themed Movies and Plays (better if the kids are actors)
• Kids create signage for clean beaches and other environmental messaging
• Painting garbage cans (that are sold to benefit groups or distributed free for use in public places and schools)
• Youth dance/tardeada with a band or DJ

Figure 1. Adult Volunteerism with Sea Turtle NGOs: 180 Individuals Volunteering 792 Times. 45% (180/398) of adult respondents participated in at least one volunteer activity with sea turtle groups throughout B.C.S.

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