StepbyStepGuidetoTreadingLightly

AnalysisandRecommendations

SidneySeverson
U068716
04/06/2015

TableofContents

Introduction...2

TreadLightly!................................................................................................3

TreadLightly!programs....5

CompetitiveComparison..............................................................................9

Financials....................................................................................................14

SWOT.........................................................................................................19

Recommendations......................................................................................20

Appendix.....................................................................................................23

Bibliography.................................................................................................25

Introduction

Thethepurposeofthisanalysisreportistogather,compare,andstandardizeinformation
regardingnotforprofitbusinessstrategies.Toconclude,allthisdatawillleadustoagreement
portrayingrecommendationsandfuturestrategies.

FocalPoint:Treadlightly!(SLC,UT)

Comparisons:
AmericanTrails(Redding,CA)
AmericanHikingSociety(SilverSpring,MD)
LeaveNoTrace(Boulder,CO)
ConservationFund(Arlington,VA)


TreadLightly!

BriefHistory

TreadLightly!wasapubliceducationalmessagecreatedbytheUnitedStatesForestServicein
1985,fiveyearslaterTreadLightly!receivednonprofitstatusandrecognition.Thefirst21years
TreadLightly!washeadquarteredinOgdenUtah,andjustrecentlyTreadLightly!relocatedto
SaltLakeCity,Utah.TreadLightly!spentitsfirstyearsrunningprintpamphletsandguidebooks,
educatingtrailusersmostlyonsite.TheintroductionoftheInternetcameaboutandthings
begantochangecausingprogramstoevolveandadapt,I'lltouchmoreonthisinthe
programmingsectionbelow.

Structure

TreadLightly!isgovernedbyasurprisinglydiversifiedboardofdirectors,rangingfromPolaris
andYamahamotorindustryCEOsallthewaytotheNationalParkandUSFSbiologistboard
members.Thediversificationkeepstheirheadgroundedaswellaschecksandbalancesin
order.

FTEStaff

MissionVisionValues

TreadLightly!smissionisToleadanationalinitiativetoprotectandenhancerecreationaccess
andopportunitiesbypromotingoutdoorethicstoheightenindividualssenseofgood
stewardship.

TreadLightly!accomplishestheirmissionbyinstillingandpromotingtheT.R.E.A.Dprinciples.
TheseprinciplesapplytoeverythingTreadLightly!standsfor.

T
ravelResponsibly
onlandbystayingondesignatedroads,trailsandarea.Goover,notaround,obstaclesto
avoidwideningthetrails.Crossstreamsonlyatdesignatedfords.whenpossible,avoidwet,muddytrails.Onwater,
stayondesignatedwaterwaysandlaunchyourwatercraftindesignatedareas.

R
especttheRightsofOthers
includingprivatepropertyowners,allrecreationaltrailusers,campersandothersso
theycanenjoytheirrecreationalactivitiesundisturbed.Leavegatesasyoufoundthem.Yieldrightofwaytothose
passingyouorgoinguphill.Onwater,respectanglers,swimmers,skiers,boaters,diversandthoseonornearshore.

E
ducateYourself
priortoyourtripbyobtainingtravelmapsandregulationsfrompublicagencies.Planforyourtrip,
takerecreationskillsclassesandknowhowtooperateyourequipmentsafely.

A
voidSensitiveAreas
onlandsuchasmeadows,lakeshores,wetlandsandstreams.Stayondesignatedroutes.
Thisprotectswildlifehabitatsandsensitivesoilsfromdamage.Dontdisturbhistorical,archeologicalor
paleontologicalsites.Onwater,avoidoperatingyourwatercraftinshallowwatersornearshorelinesathighspeeds.

D
oYourPart
bymodelingappropriatebehavior,leavingtheareabetterthanyoufoundit,properlydisposingof
waste,minimizingtheuseoffire,avoidingthespreadofinvasivespeciesandrepairingdegradedareas.

Programs

TreadLightly!hostsavarietyofprogramstohelpachievetheirmissionofprotectionand
education.TheseprogramsarefundedandmadepossiblebymanyofTreadLightly!sprogram
sponsors.EachprogramisdesignedtomatchandemphasizecertainaspectsofTread
Lightly!soverallmission.

ProgramHighlights

(2012=Yellow)(2013=Blue)

Educationalposters:
TreadLightly!designsandpostshundredsofpostersthroughoutthe
countrythataresitespecific,constructedofhighqualityPVCandmadetolast.Themajorityof
thesepostersarestationedatinformationkioskslocatedatmajortrailheads.

TreadTrainer:
TheTreadTrainerprogramwasdesignedtobeaP2P(peertopeer)methodof
training.TheobjectiveoftheprogramistocreateanexponentialspreadofT.R.E.A.Dprinciples.
OncesomebodybecomesaTreadTrainer,itstheirdutytospreadknowledgewhereverand
whenevertheyseefitting.Thecoursesfocuspointisonmechanizedandmotorized
recreationaluseandhasbecomequitepopularsinceitwasformedin2003

RestorationforRecreation:
TreadLightly!sflagshipandmostpopularoftheircampaigns,the
programisoneofthenationsonlyprogramsthatraisesdonationsintheprivatesectorand
appliesthemdirectlytoonthegroundprojects.Thismightincludesignage,mapping,access
points,facilities,orroadmaintenance.Essentiallycoveringanythingbackloggedbyourpublic
agencies.Thisyearalonefivemajorprojectshavebeencompleted,totaling95tonsoftrash,
and1,147volunteers.

RideonCampaign:
Withthegrowingincreaseandpopularityofmotorizedrecreationalvehicles
wequicklybegantoseetheimpactassociatedwithit.RIDEONwasdesignedtoencourage
andeducatethepublicontheimportanceofstayingondesignatedtrailsandtheimpactthatis
inherentlyathand.RIDEONdesignatesroutethatareopentothepublic,andfromthereitsin
thepublicshandstomonitorandpolicetheactualusageofsaidtrails.Thatswherethe
educationsystemcomesinthebetterthetrailusersareeducated,thebettertheycanutilize
trailsinthecorrectfashion.SincetheintroductionofRIDEON,theUnitedStatesforestservice
hasadoptedthecampaignandtakenitnationally.

FinancialSummary2013

ComparisonSection

AmericanTrails

ThisyearAmericanTrailscelebrates25yearsofsupportingandrepresentingALLtrailusers,
fromhikerstoATVusersAmericanTrailsdoesitall.Theyleadtheinitiativeandcoordination
forefrontoftheindustrywhenitcomestohousinginformationrelatedtoanyformoftrailuse.
Americantrails.orgisanastonishingresourceusedbymanypeoplerelatedtoorassociatedwith
planning,building,maintaing,managingorfundingtrailsandgreenspace.Americantrails
envisionsanetworkoftrails15minutesawayfromeveryoneshouse!

FlagshipProgram:

InternationalTrailSymposium,isaconferenceheldonceayear.This
conferenceallowsfortrailadvocatesfromallovertheworld,tositdownandhaveaformal
meeting.Thisisalsotheworldslargestmeetingandgatheringofalltrailusers,andallinterest
groups.AmericanTrailsbelievestheircombinedvoicesarethebestthingforstrengthening
trails.


ConservationFund

TheConservationFundstandsrightatthecrosshairsofconservationandcommunity
development.TheConservationfundtakesprideintheircreationofbalance.Abalanced
communityisahealthycommunity.

FlagshipProgram:

TheConservationAcquisitionfund,wasdesignedtohelpprovide
conservationist,communitysanctions,andgovernmentagenciesthefundingnecessaryfor
purchasingland,withstrictstipulationsofprotectingandpreservingthatland.Thisspecific
programhashelpedprotect7.5millionacresnationwideandinalmosteverystate.

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LeaveNoTrace:

LeaveNoTrace

isamemberdrivenorganizationthateducatespeopleofallageshowto
responsiblyutilizepublicland.Theirmainactionplanutilizeseducation,researchandoutreach,
strivingtokeeppubliclandusableandhealthyforeveryonetoenjoy.Leavenotraceisbroken
downinto4categories
People,Land,Collaboration,andSustainability

FlagshipProgram:
TravelTrainerprogramisLeaveNoTracesbreadandbutter,thisprogram
consistsofateamofmobiletrainersthattraveltheUnitedStatesspreadingLeaveNoTrace
principles.Theteamisalsoresponsibleforspreadingandbuildingthesupportofcommunities,
strengtheningtheiroutreachprogram.

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AmericanHikingSociety

TheAmericanHikingSocietyrepresentsmillionsofhikers,providinganationalandrecognized
voiceforthemasses.TheAmericanHikingSocietyleadsmanyinitiativesincludingbuilding
trails,stewardshipprograms,whilesimultaneouslyplanningandmanagingtrailuse.Allwhile
buildingprivateandpublicpartnershipsalongtheway.

FlagshipProgram:
NationalTrailsDayistheAmericanHikingSocietysmostsuccessfuland
boaststhelargestimpactofalltheirprograms.NationalTrailsDayisastewardshipoutreach
programthatprovidesmeansandorganizationtoleadanationaltrailbuildingandexistingtrail
improvement.IttakesplaceeveryyearandisusuallyduringthefirstweekofJune.Theirgoalis
toacknowledgeandcoordinatethediversityofgroupsthatutilizetrailsonaregularbasis.

Overview

12

FinancialComparison

13

Charts

Thissectionofanalysiswillfocusoncomparingandcontrastingthefinancialsassociatedwith
myfivenonprofits.Alldatabeingpresentedwasgatheredandcompiledfrom990sforeach
companyandeachcorrespondingyear.Eachsectioncontainsabriefoverviewofnormalized
dataandwhatthatdatameans,thenintodetailofhowTreadLightly!standsagainstits
counterpartsandassociationsbasedstrictlyoffthedatapresented.

Overview

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Explanation:
Thecurrentratioisexpressedashowmanytimesthesaidcompanyscurrent
assetscovertheircurrentliabilities.Thehighertheratio,themorecapableandablethesaid
companyisabletopaytheirbills,anythinglessthan1meansthecompanyishavingtrouble
managingcashflow.

TreadLightly!:
OverthepastcoupleyearsTreadLightly!hasbeenkeepingtheircurrentratio
stabilizedbetweenthe2and5range,thisisreallygoodnews!TreadLightly!isabletocoverall
theirliabilitiesveryconsistently,incomparisonwithsomeoftheothernonprofits,whofluctuate
withtheintroductionofnewprograms.TomethismeansthatTreadLightly!istakingtimeto
planandaccountforeveryinandoutassociatedwithnonprofitprograms.

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Explanation:
Thisgraphgivesyouanoverviewofhowreliantsaidcompanyisonanysingular
formofincome.Ivecometorealizeinthenonprofitworldthereliancyratioisalittlehardto
decipher.Themajorityofthetimenonprofitsarealmost100%reliantoneitherfundraisingor
grants.Iresearchedaroundandfoundthatwhenyoulookatwhereyourgrantscomefrom,it
helpsyoutodecipherhowreliableandsteadythatformofincomeisbasedoffofthedonating
party.

TreadLightly!:
TreadLightly!sitsjustover40%(2011,2012,2013threeyearaverage)asnon
profitstandardsgoTreadLightly!seemstomeetthestandard.Intheprofitbusinesssectoryou
mightbealittleworriedtosee40%,itwouldmeanyourbusinessisn'tdippingintoenough
buckets.TreadLightly!smainsourcesofincomearecomingfromveryestablishedand
recognizedcompanies(Yamaha,Goodyear,Polaris,etc.),andalsothefederalgovernment.As
farasthestabilityofTreadLightly!sdonorsgo,theycouldn'tgetmuchmorestable.Totop
thingsoffTreadLightly!justrecentlydippeditshandsintothebrandedmerchandisingrealm
totallingalmost$24,000in2013.Everylittlebitofdiversificationhelpstoconstantlyand
consistentlyfeedthegreaterwhole.

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Explanation:
DebttoworthisacomparisonofLiabilities/Networth,orinotherwords,if
everythingelsefailshowmanytimescanthecompanyitselfcovertheirliabilitiesatstake.This
isimportanttoshowthecapabilityofacompanytobeselfreliantintimesofstruggle,intimesof
expansionandintroductionofnewprograms.Creatingnewprogramshasawayofcostingalot
ofmoneyupfrontbutmakingendsmeetinyearstocome.

TreadLightly!:
TreadLightly!hashadagreattrackrecordthroughoutthepast3yearsin
maintainingequilibriumintermsofdebttoequity.EssentiallythisissayingthatTreadLightly!
doesnotgobeyondtheirmeanstomakeprogramssuccessful,properplanningand
managementofprogramsgoestoshowthatprojectscanbestrongandindependentfromthe
start.

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Explanation:
Althoughnotallmycompetitorshaveamembershipbasedsystem,TreadLightly!
andAmericanHikingbothhavesubstantialsupportfromrepeatannualmembers.

TreadLightly!:
Duringthe2011fiscalyearTreadLightly!showedsubstantialgrowthin
members.Youcanassociatethiswiththeintroductionof5majorprogramsthatwereintroduced
thatyear.2012and2013weresomewhatofadifferentstory,TreadLightly!shiftedfocusonto
movingheadquartersfromOgdentoSaltLakeCity,Utah.Thatyeartheylostaminiscule
amountofmembers.Iconcludedthatbecausesomanyprogramswereintroducedin
2011,someofthemembershipbasecouldhavebeenassociatedwithsomefalsehype.
Sayingthiswithpositiveconnotation,thatsomeofthemembersmayhavenotbeendiehards
orloyalmembers,butratherjoinedbecausethatswhateveryoneelsewasdoing,atthatgiven
time.

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Recommendations

ToconcludethisanalysisreportIwillgivetwomajorrecommendationstobetterTreadLightly!,
keepinginmindtheirmission,vision,values,andcompetitivethreatsinvolvedwithinTread
Lightly!ssaidmarket.Theserecommendationsbelowarestrictlymythoughtsand
interpretationsassociatedwithinformationthatIhavegathered,theseareinnowayassociated
withTreadLightly!oranyofitscomparisons.

Recommendation#1
PrivateLandownerProgram

FrommyinterpretationsitcametomyattentionthatTreadLightly!wasmosteffectivewithinthe
westernportionoftheUnitedStates.IbegantowonderwhythiswasandwhyTreadLightly!
hadnotexpandeditsdoorsintothemidwest,andbackeast.Ibeganresearchingpublicland
percentagesandpubliclanduse,whatIfoundwasshocking.

ThismapdepictspubliclandthroughouttheUnitedStates.(green/yellow=public)

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Overview:
ThisleadmetooneconclusionforTreadLightly!,inordertogrowtheirmembership
andnationalacknowledgment,theyneedtogrowtheirrootsintotheprivatelandownersector.
Asstatedintheopeningofthisreport,TreadLightly!smissionisToleadanationalinitiativeto
protectandenhance
recreationaccessandopportunitiesbypromotingoutdoorethics
to
heightenindividualssenseofgoodstewardship.

34.1%oftheUnitedStatesispubliclyownedland,thisincludes(blm,forestservice,national
forestetc.)Thisleavesuswiththeprivatelandownersectorthataccountsfor
65.9%
oftotalland
withintheUnitedStates.

IfTreadLightly!weretoleadanationalinitiativeandeducationprogramfocusedonprivate
landownerstheycouldgreatlyincreasetheirmembershipbase.Imbynomeanssayingthat
TreadLightly!shouldpushprivatelandownerstoopentheirlanduptopublicuse,insteadTread
Lightly!shouldeducatetomakeeveryuser,publicorprivate,betterlandusers.

Educatingprivatelandownersforthegreatergoodhelpspreserveandmaintainlandwellinto
thefuture.Iknowfromexperiencethatalotofthingshappenonprivatelandthatinnoway
wouldevertakeplaceonpublicland.

Lookingintothefuturebetterlandusersasawholewouldmaketheprivatelandownersmore
inclinedtopromotingpublicuse,doingsowithpermitsorothermeansisanotherstory.Bottom
line,respecteduseisresponsibleuse.Themoreresponsibleweareasawhole,themore
opportunitieswecouldpotentiallyhaveinthefuture.

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Recommendation#2
InternationalEducationProgram

Formysecondrecommendationofimprovement,comestheinternationaltourismeducation
program.IfeellikethisprogramwouldworkbestifTreadLightly!partneredwithAmerican
Trails.Partnershipwouldguaranteespreadofawarenessandcombineresourcestomakethis
programasuccess.

Overview:

In2012internationaltourismspendingreachedastaggering82milliondollars(thats
toUtahalone!).Withinternationaltravelerscomesaplethoraofproblems,includingbutnot
limitedto,acceptedrecreationalpractices,languagebarriers,andgeneralizedunderstandingof
howtoactwithinourpubliclands,whetheritbeanationalparkorotherunmonitoredvisitation
sites.

(UtahInternationalTourismVisa2012)

Thisprogramwouldentailamandatoryonlinecoursewithminorfees,priortoacceptanceof
prospectivetravelvisa.Thecoursewouldbeofferedinmanydifferentlanguagesandwould
alignandadjustdependingoneachtravelersplanofcorrespondingareas.

ThisparticularprogramhasatakeonTreadLightly!smissionofleadinga
national
initiativeof
promotinggoodstewardshiptoourpubliclands.InorderforTreadLightly!toprotect,preserve,
andmaintainopenspacewemusteducateeveryuser,includinginternationalusersaswell.
ThiswillhelptoenforceanddoawaywithparticularinstanceswhenpeopleDidn'tknow.

Itsimportanttoprotectthenationslandfromonetimeusersandabusers,byinstillinga
internationalpubliclandusepolicy,wecanbetterprotect
our
landsfor
our
futuregenerationsto
come.

AppendixA

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IchosetoanalyzeTreadLightly!becausetheyworkwithinasectorofmyinterest,alsobecause
theyarelocaltoSaltLakeCity.ListedbelowarethestepsandprocedureItooktocometomy
finalrecommendations.
Istartedbyanalyzingmycompanieswebsite,browsingtabs,blogs,etc.Itwasthisstep
thatIpinpointedTreadLightly!sMVV.
Igathered990informationforthepast3years,andbegantocompilenecessaryand
relevantinformation.
The990gaveagoodoverviewofthecompaniessuccessandtypesofprograms.

AfterpickingapartmynonprofitofchoiceIwaspresentedthechallengetocompareittofour
othernonprofitsofthesamerealmoffocus.
Ichosetofocusongroupsofsimilarinterestandcameupwith
AmericanTrails
AmericanHikingSociety
LeavenoTrace
ConservationFund
Ifocusedongatheringcompaniesofsimilarsize,sothattheywouldscaleand
compareeasier
Ibegancompilingallthesecompanies990sandorganizingthemwithinexcel,keeping
inmindandfocusingonsimplifyingandpresentationofsaiddata.

OncealltheinformationwasgatheredIarrangedandnormalizedthedataintochartsthat
anyoneandeveryonewouldbeabletounderstand.
Eachcharthasasimplifieddefinitionofthecorrespondingratio.
EachchartalsohasanoverviewofTreadLightly!andhowtheirdatafallsintothechart
andalsowhattheirdataessentiallymeans.

AfterComparingfinancialdataIproceededtodoaSWOTanalysisofTreadLightly!Thisstepof
theprocessreallyhelpedmetounderstandtheoverallpictureofmyorganizationandhowthey
fitintothebigpicture.TheSWOTalsoopenedmanydoorsandfeddirectlyintomy
recommendationsection.

Recommendation1:
ThisrecommendationcameaboutbecauseIkeptseeingrepetitionofone
particularword,Public.Notoncedidanyofmyorganizationsdipintotheprivatesector.My
gearsbegantoturnandIutilizedthisinformationandfurtherresearchtocraftmyideaforthis
particularprogram.

Recommendation2:
Thisonecameaboutbecauseofacombinationoftwoofmyclasses,I
attendedMichaelKanesonsitepolicyclassandwasshockedwhenzionpresentedtomethe
numberofinternationalvisitorsonayearlybasis(millions).Ithentookthisproblemandapplied
itdirectlytoTreadlightly!sprinciples,andpastprograms.Theirpastsuccessledmetoforma

23

programthatwouldaidintheeducationoftheirmissionandprinciplesuponinternational
travelers.

24

Bibliography

Treadlightly!
http://treadlightly.org/
990s
http://www.guidestar.org/FinDocuments/2013/870/481/20138704814560a4e90069.pdf
http://www.guidestar.org/FinDocuments/2012/870/481/2012870481456098025269.pdf
http://www.guidestar.org/FinDocuments/2011/870/481/20118704814560808d80a9.pdf

AmericanTrails
http://www.americantrails.org/ee/
990s
http://www.guidestar.org/FinDocuments/2012/521/591/201252159190209600d4b9.pdf
http://www.guidestar.org/FinDocuments/2011/521/591/201152159190208cef41e9.pdf
http://www.guidestar.org/FinDocuments/2010/521/591/201052159190207bc91539.pdf

ConservationFund
http://www.conservationfund.org/
990s
http://www.guidestar.org/FinDocuments/2013/521/388/20135213889170aa72d269.pdf
http://www.guidestar.org/FinDocuments/2012/521/388/201252138891709621c1e9.pdf
http://www.guidestar.org/FinDocuments/2011/521/388/20115213889170888bd339.pdf

AmericanHikingSociety
http://www.americanhiking.org/
990s
http://www.guidestar.org/FinDocuments/2013/510/211/20135102119930ad17d8e9.pdf
http://www.guidestar.org/FinDocuments/2012/510/211/201251021199309a4080e9.pdf
http://www.guidestar.org/FinDocuments/2011/510/211/2011510211993088989109.pdf

LeavenoTrace
https://lnt.org/
990s
http://www.guidestar.org/FinDocuments/2013/841/303/20138413033350aadc0d29.pdf
http://www.guidestar.org/FinDocuments/2012/841/303/201284130333509c434819.pdf
http://www.guidestar.org/FinDocuments/2011/841/303/201184130333508a0fcac9.pdf

OtherSources
http://www.nrcm.org/documents/publiclandownership.pdf
https://bebr.business.utah.edu/sites/default/files/uebr2013no4.pdf
http://nationalatlas.gov/printable/fedlands.html
"
AllFederalandIndianLands
"

25