The Insight
One of the biggest opportunities for the REI Cooperative Action Fund to differentiate itself was embedded in the organization’s name. While other organizations also work to make the outdoors more accessible—including many of the Fund’s grantees—no one else has the power to mobilize REI’s 50 million customers to contribute to real change. Literally and figuratively, “Cooperative Action” is the organization’s middle name.
The Journey
Working with Mission Minded, the REI Cooperative Action Fund established a 3-year strategic plan that focuses on commitments to Connect People Outside, Create Spaces Outside, and Center Health Outside. We worked quickly and nimbly together to create a message framework that inspired the C-suite, in-store employees, REI members, and grantees alike.
Working with our in-house DEI advisor, we also helped the Fund create language that directly acknowledges racism in our society. It’s evident in their primary statement about the Fund: “Time outside and connection to nature is fundamental to the health and well-being of all people. But millions of Americans lack access to the outdoors, and far too many people do not feel a sense of belonging or safety outside. There is no simple or singular solution to these challenges. It takes community-wide action to ensure all people have their right to the outdoors honored and protected.
The Impact
Over 2.9 million donations from REI Co-op members, employees, and friends have supported the REI Cooperative Action Fund since it launched in October 2021. The fund has provided almost 700 grants totalling nearly $24M since its inception. Through funding to organizations like Boyz N the Wood, Refugee Women’s Network, and Urban Bike Project, this collective action translates to more people—especially those who have traditionally been excluded—experiencing the outdoors.
You guys are such great partners. Thank you for helping us to bring all of this together and advising us on this.
Kristen Ragain, Managing Director at REI Cooperative Action Fund