What does it take to turn a passion for the ocean into a marine conservation organisation? In 2022, Gwenevere Persaud founded the Persaud Foundation, a non-profit based in Southern California that focuses on ocean conservation, education, and public engagement.
In this Q&A, Gwenevere Persaud shares the practicalities of setting up and running a non-profit, from navigating paperwork and securing funding to juggling the many unexpected responsibilities that come with leading a small organisation. Gwenevere also reflects on what they would do differently, why building a community matters, and what others should consider before starting their own organisation.
Could you start by telling us a little about yourself and the Persaud Foundation, and what led you to set it up?
Gwenevere Persaud
Hello Ladies and Gentlemen! My name is Gwenevere Persaud. I’m a marine biologist, public speaker, executive director, podcast host, and inventor! I have an intense passion for the ocean, its ecosystems, and its wonderful creatures. Many people have said they have stars in their eyes, but I have nautiluses in mine! I founded a marine biological nonprofit organization, called The Persaud Foundation, based in Southern California. We are a marine biological nonprofit organization, dedicated to protecting the ocean through conservation, education, and public involvement. Our website can be found at thepersaudcatalog.org. We currently publish an electronic newsletter called The Persaud Catalog, maintain a library of free courses on marine biology, and host local conservation and education events in Southern California.
I am also one of the proud hosts of the Marine Enthusiasts, a podcast about marine biology and all things ocean! We have over three dozen published episodes available on Spotify, iHeartRadio, and much more. In each episode, Skylar K, Jennette (Jenny) Hutchings, and I, explore a different marine biological or oceanic topic, and discuss it among our three eccentric hosts. These topics range from sharks to ocean acidification, to coral reefs, to the strangest deep-sea fish you have ever seen. In addition to this, we also conduct various interviews with people across the marine profession, such as marine biologists, scuba divers, underwater photographers, professors, science communicators, and conservationists!
I founded the organization back in December of 2022. I originally founded it in July of 2022 as a marine biological newsletter, The Persaud Catalog. After publishing for a few months, I realized that so much more could be done to contribute to the world of marine science. I knew that I ultimately wanted to start an organization anyway, and so in December of 2022, I officially incorporated it into The Persaud Foundation, and have happily run it ever since!
When you first had the idea, how did you go from “I want to do this” to actually creating an organisation?
I always knew that I wanted to be a marine biologist. Ever since I could speak, I had an intense passion for the ocean, and I had a great desire to be a marine biologist. I knew that in addition to pursuing an academic career, I wanted to start my own organization. I had a vision for it in my head, and I couldn’t wait any longer. Waiting any longer felt as if it was a betrayal to myself, and all that I could be. So, I didn’t! I filed the initial paperwork (State Articles of Incorporation, Statement of Information, Federal Form 1023) got the organization an Employer Identification Number (EIN), and registered it with the California Attorney General’s Office as Franchise Tax Board. I knew that my ultimate fate was to start the organization, so I figured, why wait any longer? I loved the ocean with such great intensity that I didn’t want to wait any longer.
What practical steps were involved in setting up the Persaud Foundation, and which were harder or more complicated than you expected?
The practical steps for setting up my organization involved filing my Articles of Incorporation, Statement of Information, Form 1023, getting an EIN, registering it with the California Attorney General’s Office, as well as the Franchise Tax Board, and creating a website. The initial paperwork is not as difficult as it is often portrayed.
Running the organization itself for the first 2 years or so was more difficult than I had expected in some respects, but much easier in others. I did not expect creating the website to be as long of a journey as it was to get it in the place that it needed to be. You have to pick up numerous skills that you otherwise would not have learned in order to be effective as an Executive Director of a small organization.
What did you underestimate when you started?
I underestimated how much I would need to learn to build a functional organization. I had not anticipated the many small tasks involved, from creating email marketing templates and cleaning beach-cleanup equipment to sourcing tablecloths for events. Managing such a wide range of responsibilities has helped me develop a diverse skill set.
How have you approached funding the organisation so far?
I have applied to a variety of grant programs, and received private donations from individuals who have great respect for the ocean. I am always looking for new funding opportunities.
Gwenevere giving hands on instruction at an Integrated Beaded Jellyfish Lecture & Workshop
How do you think about making the Persaud Foundation financially sustainable over the longer term – both as an organisation and for you personally?
I am attempting to apply to as many funding opportunities as possible, and avoid being reliant on a single source.
As for making it sustainable for myself, I am still pursuing an academic career outside of the organization. I intend to continue pursuing said career while running the organization. I don’t plan to stop running the organization until I’m cold, dead, and buried.
Has running the Persaud Foundation become your full-time work, or do you combine it with other paid work?
My primary work is running the organization. For the first 2 years, I worked 15 to 25 hours a week. Now that number has increased to 25 to 35 hours a week, excluding travel. I know that time commitment is not sustainable for many, but I’m so extraordinarily happy to have the organization, that I’m excited for every new task that comes my way.
In addition to the organization, I’ve also mentioned that I’m a podcast host. All of these things combined make for a very busy, but immensely fulfilling life
Has your idea of what success looks like changed since you started?
Yes. I originally thought success would be funds raised, organizations partnered with, and media published about my work. I still believe that all those things are immensely important, but I’ve expanded my view since. My current definition of success is more impact-focused. If I can truly impact even one person, show them the beauty, wonder, and value of the sea, then I have succeeded.
Looking back, is there anything you would do differently if you were starting again?
I think that I would have started certain programs sooner, and not waited. I waited 11 months to begin conducting beach cleanups. In retrospect, I wish I had started them sooner.
Volunteer beach cleaners at Santa Monica State Beach, which receives 8 million visitors per year. That makes it very prone to pollution as it has such heavy foot traffic
I also wish that I didn’t isolate myself for so many years. I didn’t begin accepting volunteers until March of 2025. In retrospect, I wish that I had begun accepting them earlier. I worked in practical isolation for almost 2.5 years, which was alright, but it certainly would have been more interesting, and would have made my work more impactful if I accepted volunteers sooner. Building community is an incredibly important part of working in an ocean profession. If you don’t, then building a career or organization won’t be impossible, but it will be much more difficult than it needs to be.
What would you say to someone in the ocean community who is considering setting up their own non-profit?
Thank you for caring! You need to carefully consider whether or not your organization addresses something which no organization is addressing, or addresses it in a novel way. If it is, then you need to be prepared for the long road ahead of you. It will be difficult, but it will be wonderful. It will be tedious, but you will find something new to fall in love with every single day. You will be constantly learning, and constantly amazed by the brilliant blue sea. To everyone who is considering it, or already has a fledgling organization, I wish you the best of luck.