Making Waves: Strategy in Motion at the St. Louis Aquarium Foundation
When the St. Louis Aquarium Foundation partnered with Monumental Strides to develop a strategic plan, it became more than a roadmap—it created a shared vision, focused direction, and a framework for meaningful progress.
Launched in 2023, the Foundation’s three-year strategic plan outlined bold goals around conservation, education, and infrastructure:
Build a conservation-minded community that inspires action for protecting our water.
Empower learners of all ages through STEM education and access.
Strengthen internal systems to support long-term growth and sustainability.
Every great plan starts with a clear understanding of where you're headed—and why it matters. To kick off the planning process, Monumental Strides partnered with the Board and leadership team to define a shared vision for the Foundation’s future. “As a young organization, putting a stake in the ground for what we are and what we aren’t was essential,” said Executive Director Tami Brown. “It gave us clarity—and it helped align our team across departments so we could move forward together.”
Bringing the plan to life, the Foundation has expanded both its reach and impact—now serving more than 20,000 students each year through STEM-based programs, field trips, and community outreach. Through its H2O Friends program, over $140,000 in free Aquarium visits and conservation education has been provided every year to students from Title 1 schools and underserved communities.
To strengthen development and engage the next generation of supporters, the Foundation launched a Young Professionals Board, which has already raised more than $80,000. Conservation efforts have also grown significantly—with nine annual river cleanups, corporate volunteer partnerships, and creative initiatives like art installations made from collected plastic caps. In 2024 alone, these efforts helped divert 3,600 pounds of trash from the Mississippi River.
Earlier this year, Monumental Strides facilitated an 18-month Strategic Roadmap workshop to assess progress, respond to current realities, and align the team for the path ahead. “It was helpful not just to reflect, but to bring new team members into the plan and give them ownership of the work ahead—rather than just handing them a list,” said Brown.
While challenges remain—including staffing transitions and the need for expanded donor support—the Foundation continues to move forward by staying anchored to the plan. “Our strategic planning document keeps things top of mind,” said Brown. “And having to report on progress at every quarterly Board meeting helps us stay accountable.”
With one year to go, the Foundation is refining its approach, doubling down on what’s working, and staying focused on long-term impact—for the community, the environment, and future generations of water stewards.