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UNITED STATES MASTERS SWIMMING INC Organization Name provided in the GuideStar Exchange* as of 10/30/2014: UNITED STATES MASTERS SWIMMING INC

Organization Name as listed in the IRS Business Master File as of 12/08/2014: UNITED STATES MASTERS SWIMMING INC

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AKA  U.S. Masters Swimming
Sarasota, FL
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GuideStar Summary

&1002; GuideStar Exchange Committed to transparency ?
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&1002; Registered with IRS Legitimacy information is available
&1002; Financial Data Annual Revenue and Expense data reported
&1002; Forms 990 2012, 2011, and 2010 Forms 990 filed with the IRS
&1002; Mission Objectives Mission Statement is available
&1002; Impact Summary Impact Summary from the nonprofit is available
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Basic Organization Information

UNITED STATES MASTERS SWIMMING INC Organization Name provided in the GuideStar Exchange* as of 10/30/2014: UNITED STATES MASTERS SWIMMING INC

Organization Name as listed in the IRS Business Master File as of 12/08/2014: UNITED STATES MASTERS SWIMMING INC

* The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
Also Known As: U.S. Masters Swimming
Physical Address: Sarasota, FL 34238 
EIN: 31-0999051
Web URL: www.usms.org 
NTEE Category: N Recreation, Sports, Leisure, Athletics
N67 Swimming, Water Recreation
Ruling Year: 1984 


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Mission Statement

We encourage adults to swim.

Legitimacy Information

This organization is registered with the IRS.

This organization is required to file an IRS Form 990 or 990-EZ.

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Annual Revenue & Expenses

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October 2014)

Fiscal Year Starting: January 01, 2014
Fiscal Year Ending: December 31, 2014

Total Revenue --
Total Expenses --

Revenue & Expenses

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Balance Sheet (IRS Form 990)

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Forms 990 Received from the IRS Additional Information
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Forms 990 Provided by the Nonprofit

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Financial Statements

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Annual Reports

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Leadership

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October 2014)

Robert Butcher

Term:

Since June 2008

Profile:

Rob was hired in June 2008 to transition U.S. Masters Swimming from an all-volunteer, virtually run organization to one with a professional staff and a national headquarters. He serves as an ex-officio member of the USMS Board of Directors, which, along with the USMS House of Delegates, adopted a strategic plan to encourage more adults to swim. In early 2009, Rob established the National Office in Sarasota, Fla., and began assembling a team of professionals to assist him in carrying out the goals of the strategic plan. This started with a major rebranding and the development of a social media presence for USMS. Rob has overseen vast improvements to existing member benefits and the introduction of new member services. These include USMS's flagship publication, SWIMMER magazine, coming in-house; the redesign of usms.org; the creation of the Masters coach certification program; the hosting of the 2012 Summer Nationals in the Olympic Trials venue; the establishment of the Swimming Saves Lives Foundation, USMS's charitable arm; and the development of an in-house, online club and member registration system. Since Rob's hiring in 2008, membership has increased from 44,000 to 60,000 members. The number of registered programs has increased by 40 percent. The annual operating budget has tripled, allowing USMS to invest in more programs and services that encourage adults to swim. The Swimming Saves Lives Foundation, established in 2012, has provided more than $70,000 in grants to programs that are providing adult learn-to-swim opportunities in communities across the country. Rob is spearheading a national public relations campaign to have the month of April recognized as Adult Learn-to-Swim Month. Rob was a four-year varsity swimmer at Georgia Southern University, where he earned a bachelor's of business administration in marketing and master of science degree in sports management.

Leadership Statement:

The cause of providing opportunities for adults to learn-to-swim came from surveys, focus groups, and CDC research showing that 37% of American adults can't swim the length of a pool. Many of our 60,000+ members have a deep desire to share with others what they are experiencing, that swimming is an activity that provides physical benefit, emotional benefit, and social benefit. They also know that many adults are missing the basic skills and confidence to be able swim with a Masters Swimming program. So, Masters Swimmers all across the country are volunteering their time to teach others. More than any sense of individual accomplishment they may feel, the greatest joy comes from helping others and watching others be able to experience the rewards from an activity that so many of us love.

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October 2014)

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Board Co-Chair

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October 2014)
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Board Orientation & Education ?
Why does this matter? Without clarity around their responsibilities and expectations, board members are not positioned to succeed. They may find themselves challenged to fulfill their governance responsibilities or frustrated by the expectations that the organization has set for them. BoardSource recommends that every new board member participate in a formal orientation process, and that all board members sign a pledge or agreement committing to their board service and to all of the responsibilities and expectations that come with service. Ideally, board members also should participate in a formal governance training program prior to serving on a board.

Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations?
Response Not Provided
CEO Oversight ?
Why does this matter? Oversight and management of the chief executive is one of the board’s most important legal responsibilities. The CEO or executive director is the board's single employee, and - just like any other employer/employee relationship - regular and written assessment is critical to ensuring that the chief executive and board are communicating openly about goals and performance. BoardSource recommends that boards conduct formal, written reviews of their chief executives on an annual basis, which should include an in-person discussion with the chief executive and distribution of the written evaluation to the full board.

Has the board conducted a formal, written assessment of the chief executive within the past year?
Response Not Provided
Ethics & Transparency ?
Why does this matter? A commitment to handling conflicts of interests is essential to creating an organizational culture of transparency. Boards should create and follow a policy for identifying and handling conflicts of interest, whether real or perceived. BoardSource recommends that organizations review the conflict-of-interest statement and require signed disclosures from all board members and senior staff on an annual basis.

Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements within the past year?
Response Not Provided
Board Composition ?
Why does this matter? The best boards are composed of individuals who bring a variety of skills, perspectives, backgrounds, and resources to tackle the complex and strategic challenges confronting their organizations. BoardSource recommends that boards commit to diversity and inclusion by establishing written policies and practices, which include strategic and intentional recruitment of diverse board members, continual commitment to inclusivity, and equal access to board leadership opportunities.

Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership?
Response Not Provided
Board Performance ?
Why does this matter? Boards need to regularly assess their own performance. Doing so ensures that they are being intentional about how they govern their organization, which is a critical component of effective board leadership. BoardSource recommends that a board conduct a self-assessment of its performance a minimum of once every three years to ensure that it is staying on track with its roles and responsibilities.

Has the board conducted a formal, written self-assessment of its performance within the past three years?
Response Not Provided

Officers for Fiscal Year (IRS Form 990)

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Highest Paid Employees & Their Compensation (IRS Form 990)

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People information was last updated by the nonprofit in October 2014

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Programs

Program: Member Services (GuideStar Exchange,
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October 2014)

Budget:
$1,412,981
Category:
Recreation & Sports, General/Other
Population Served:
Adults

Program Description:

Member services include: Exclusive fitness and health information and content in SWIMMER magazine, STREAMLINES e-newsletters, and at usms.org, including workouts written for all types of swimmers. The USMS Discussion Forums
 have more than 30,000 users, and the USMS online Fitness Logs have more than 7,000 users. Supplemental insurance coverage is provided for members and event hosts during workouts and competitions. Members are also eligible to receive special offers, discounts, and benefits from USMS sponsor
partners.

Program Long-Term Success:

OBJECTIVE: Educate and certify Masters Swimming coaches, who can make or break member experience. OUR PROGRESS The coach certification program helps coaches become successful. Levels 1 and 2 teach on topics such as characteristics of a successful Masters Swimming coach, understanding the adult learner, coaching triathletes and open water swimmers, writing workouts, marketing, and stroke school. Level 3 prepares the Masters coach to become the CEO: leadership, budget, events, and developing a support team. All levels are taught in a live classroom environment. Since 2010, 1,100 coaches have attended certification. Surveys of attendees reveal:The majority of coaches attending have been coaching less than thee years.87% responded the program helped improve their Masters Swimming programs.While early in measuring, we see an improved membership retention rate for Masters Swimming programs with a certified coach vs. the overall USMS membership retention rate.The primary interest swimmers participate in their programs are: 44% fitness, 31% competitive pool swimmers, 22% triathletes, 3% open water swimmers.

Program Short-Term Success:

LOOKING AHEAD Add more coach improvement education products—71% of attendees said they would like to participate in future educational opportunities. Transition management of the certification to USMS. Survey coaches so we can offer products that fit their needs. Train LMSC/Zone ambassadors who can provide quick and accurate turnaround information to facilities seeking to start Masters Swimming programs. Study the cost-benefit of a national Masters Swimming coach conference.

Program Success Monitored by:

By National office staff and board of directors through the use of quarterly budget review of actual compared to budget

Program Success Examples:

Membership growth from 50,000 in 2010 to almost 60,000 in 2013.

Program: Club and Coach Services (GuideStar Exchange,
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October 2014)

Budget:
$393,000
Category:
Recreation & Sports, General/Other
Population Served:
Adults

Program Description:

Club and coach services include: Club development and support through visits by USMS staff and coaches to assist clubs and potential clubs in expanding or starting new programs in their communities. Marketing resources are provided at low or no cost to clubs and coaches. USMS maintains its own coach certification programs and certifies approximately 500 Masters coaches each year.

Program Long-Term Success:

The coach certification program helps coaches become successful. Levels 1 and 2 teach on topics such as characteristics of a successful Masters Swimming coach, understanding the adult learner, coaching triathletes and open water swimmers, writing workouts, marketing, and stroke school. Level 3 prepares the Masters coach to become the CEO: leadership, budget, events, and developing a support team. All levels are taught in a live classroom environment. Since 2010, 1,100 coaches have attended certification. Surveys of attendees reveal:The majority of coaches attending have been coaching less than thee years.87% responded the program helped improve their Masters Swimming programs.While early in measuring, we see an improved membership retention rate for Masters Swimming programs with a certified coach vs. the overall USMS membership retention rate.The primary interest swimmers participate in their programs are: 44% fitness, 31% competitive pool swimmers, 22% triathletes, 3% open water swimmers.

Program Short-Term Success:

Since 2012, we've made 147 site visits (74 to existing or newly registered clubs, 49 to workout groups, and 24 to facilities with no USMS affiliation). The 123 clubs and workout groups represent 12,824 registered USMS members. Event hosts and clubs have requested more than 30,000 USMS branded swim caps. They have also requested more than 400 USMS banners for their facilities. LOOKING AHEAD Continue to make site visits for the purpose of educating and promoting the benefits of USMS. Train volunteer ambassadors within LMSCs who have the skills and desire to support this cause. Implement an online ordering process of marketing resource for clubs, workout groups, and event hosts.

Program Success Monitored by:

By National office staff and board of directors through the use of quarterly budget review of actual compared to budget.

Program Success Examples:

Since 2012, we've made 147 site visits (74 to existing or newly registered clubs, 49 to workout groups, and 24 to facilities with no USMS affiliation). The 123 clubs and workout groups represent 12,824 registered USMS members. Event hosts and clubs have requested more than 30,000 USMS branded swim caps. They have also requested more than 400 USMS banners for their facilities.

Program: Events (GuideStar Exchange,
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October 2014)

Budget:
$326,000
Category:
Recreation & Sports, General/Other
Population Served:
Adults

Program Description:

USMS provides structure, support, recognition, and communication services for swimming
competitions and events every year, including Spring and
Summer Nationals, open water swims, long distance pool swims, and virtual competitions. Event results, including Top 10 times and records, are tracked at usms.org. Insurance coverage for event hosts and volunteers is provided, as well as marketing and product support, Internet broadcast of the competitions, and awards.

Program Long-Term Success:

Implement our short-term and long-term risk management program with our new risk management partner, Entertainment Sports and Insurance eXperts (ESIX).Expand our National Office to better serve our members, clubs, and constituents.Develop opportunities to boost our open water national championship events and other open water events.Develop a marketing and merchandising plan for our 50th anniversary in 2020.Continue to lead global discussions on Masters Swimming issues as we foster international relations, seek FINA committee appointments, and target international events we might want to host.

Program Short-Term Success:

Implement our short-term and long-term risk management program with our new risk management partner, Entertainment Sports and Insurance eXperts (ESIX).Expand our National Office to better serve our members, clubs, and constituents.Develop opportunities to boost our open water national championship events and other open water events.Develop a marketing and merchandising plan for our 50th anniversary in 2020.Continue to lead global discussions on Masters Swimming issues as we foster international relations, seek FINA committee appointments, and target international events we might want to host.

Program Success Monitored by:

By National office staff and board of directors through the use of quarterly budget review of actual compared to budget.

Program Success Examples:

Membership is growing and so is the number of clubs. Provision of services is becoming more extensive and delivery time-sensitive. Since 2012, LMSCs have experienced the following volunteer turnover rates:Registrar 15%Sanction chair 31%Top 10 21%Treasurer 23%

Program: Swimming Saves Lives Foundation (GuideStar Exchange,
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October 2014)

Budget:
$60,300
Category:
Recreation & Sports, General/Other
Population Served:
Adults

Program Description:

The purpose of the USMS Swimming Saves Lives Foundation: To solicit charitable contributions and provide grants for adult learn-to-swim programs.

Program Long-Term Success:

We have a goal to create a $10 million foundation. We completed a viability evaluation verifying this can be accomplished, we've identified two giving cases that have emotional appeal and tremendous societal benefit (adult learn-to-swim programs and medical research that advances the benefits of adult swimming), we created and recruited an SSLF Board of Trustees, and we received a record 38 SSLF grant requests for 2013.

Program Short-Term Success:

The CDC estimates that 37% of American adults can't swim the length of a 25-yard pool. Drowning is a societal issue and preventable. In 2012-2013, SSL funded five grants that benefited approximately 200 adults with learn to swim opportunities. In 2013-2014, we expect to provide grants to more than 30 programs that would benefit nearly 4,000 adults with a learn to swim opportunity. Our investment and commitment to eradicating adult drowning is a hand-in-glove complement to our purpose of encouraging adults to swim. Our goal within the next 10 years is to create a network of more than 1,000 SLF partner providers who are positively impacting lives, with USMS serving as a leader on this issue.

Program Success Monitored by:

By National office staff and board of directors through the use of quarterly budget review of actual compared to budget.

Program Success Examples:

Research shows that adults aspire to swim more than any other fitness activity, yet, according to the Centers for Disease Control, 37% of American adults cannot swim the length of a pool. Every day, about 10 people die from drowning. The majority of unintentional drowning victims are adults. Drowning ranks fifth among the leading causes of unintentional injury death in the United States. The CDC identifies a variety of factors that can influence drowning risk, including the lack of swimming ability. Research also shows that the children of adults who don't know how to swim are at a greater risk of not learning to swim, which increases their risk of drowning. Adult drowning is a problem we can solve—teaching adults to swim is the central cause of the Swimming Saves Lives Foundation, the charitable arm of USMS. The SSL Foundation does not operate adult learn-to-swim programs, rather, we solicit contributions and provide grants to programs that do. Since its formation in 2012 and through the generous contributions of USMS members and other supporters, SSLF has awarded more than $65,000 in grants to programs that are providing adult learn-to-swim opportunities. To view the programs that have received support, visit www.usms.org/giving. To date, USMS has funded all the costs to operate SSL meaning 100% of donor contributions are available for grant purposes. We do not store credit cards so any giving intention would be initiated by donors online.
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Impact Summary from the Nonprofit

In 2013, our Swimming Saves Lives Foundation received 38 applications and was able to award 11 grants totaling $49,000 to programs that are providing adult learn-to-swim opportunities. Masters Swimmers across the country are volunteering to be teachers to other adults knowing they will make a positive and lasting impact in their lives. Our hope is that once an adult learns to swim or improves their swimming skills, they will have the confidence and desire to continue swimming in a Masters Swimming program and experience the lifelong benefits of swimming.
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