Whale Trust Maui

What Whale Trust Maui does

Whale Trust Maui is a 501(c)(3) nonprofit research and education organization founded on July 19, 2001 by Dr. Jim Darling, Flip Nicklin, and Meagan Jones Gray, headquartered in Puunene, Hawaii. Its mission is to conduct, support, and promote scientific research and education programs on whales and the marine environment, with day-to-day operations executed by a small staff (1-10 employees) supplemented by roughly 60+ volunteers per year.

The organization runs an integrated portfolio of programs anchored by three research streams: the North Pacific Song Project (a three-year, 20-researcher, 12-location study of humpback song evolution across 7 countries, 2023-2026), hormone and biopsy research on humpback reproductive and stress cycles, and long-term photo-identification integrated with the Happywhale database. Acoustic recording uses hydrophones and spectrograph analysis, with autonomous Wave Glider platforms deployed for deep-ocean surveys. Education is delivered through the Keiki Program (serving approximately 165-186 elementary students annually), school visits, mentoring, and the Barnacle Buddies children's materials. Community-facing flagship initiatives include the annual four-day Whale Tales event at The Ritz-Carlton Maui, Kapalua (1,000+ registered participants in 2026), the Alaska Photo Expedition series ($6,000 minimum donation per participant, 4-day photo safari with National Geographic photographers), and an annual online silent auction operated on the BetterWorld platform.

Whale Trust's revenue model is donation-led and event-driven: individual monthly giving, foundation grants (John Lazarich, Fluke Foundation, Hoffman Family Fund), event sponsorships (including Makana Aloha Foundation, Weis Family Trust, and Bendon Family Foundation), merchandise sales, and premium expedition donations. The organization reports that 83% of every donated dollar directly funds research and education, and a 2026 summer challenge is targeting $250,000 to mark its 25th anniversary. The organization continues to recover operational capacity after losing two research vessels in the August 8, 2023 Lahaina wildfires.

Name

Whale Trust Maui

Legal name

Whale Trust

Website

https://whaletrust.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Whale Trust Maui is a 501(c)(3) nonprofit founded in 2001 that conducts humpback whale research and marine education in Hawaii, delivering long-running song evolution studies, hormone research, the annual Whale Tales event, photo expeditions, and keiki education programs for donors, foundations, and community partners.

Ownership category

akta.pro rank

Product category

Marine Conservation and Whale Research

NAICS

Environment, Conservation and Wildlife Organizations (813312)

akta.pro industry

PRIMARYBPAGAGAE

Marine & Freshwater Conservation

Business & Public Services/Nonprofit, NGO & Social Services/Environmental & Conservation Organizations

SECONDARYTHAAAIAC

Whale Watching & Marine Mammal Tours

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching)

SECONDARYTHAAAIAH

Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching)

Keywords

• Whale research
• Marine conservation
• Humpback whale studies
• Ocean education
• Marine nonprofit

Headquarters

HQ city

Puunene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Donations and Fundraising: As a 501(c)(3) nonprofit, Whale Trust relies primarily on donations from individuals, with a summer challenge raising $250,000. They utilize a monthly giving program where supporters pledge recurring donations (e.g., $25/month). 83% of every dollar directly funds whale research and education initiatives.
2. Event Sponsorships: Whale Tales annual event generates revenue through individual and business sponsorships, offering benefits such as reserved seating, special event invitations, whale watches, and promotional recognition.
3. Photo Expeditions: Premium photography expedition experiences requiring a minimum donation of $6,000 per person, providing 4-day photo safari experiences aboard research vessels with National Geographic photographers.
4. Silent Auction: Annual online silent auction featuring experiences, artwork, and one-of-a-kind offerings donated by community members, with proceeds supporting the Beneficiaries Fund for ocean conservation and research.
5. Store/Merchandise: Whale Trust operates an online store selling merchandise including 'Whale Tales' items and educational materials like the 'Barnacle Buddies' children's educational booklets.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Whale Trust Maui is a 501(c)(3) nonprofit organization that conducts and promotes scientific research on humpback whales and delivers marine conservation education programs. Its core offerings include the annual Whale Tales community science event, premium Alaska Photo Expeditions, the North Pacific Song Project collaborative whale song research program, a hormone and biopsy research program, and school-based education outreach including the Keiki Program and Barnacle Buddies children's materials.

Product overview

Whale Trust Maui operates as a non-profit research and education organization focused on humpback whale conservation. The organization offers a portfolio of programs including annual events (Whale Tales conference, Silent Auction), experiential programs (Alaska Photo Expeditions), and ongoing scientific research initiatives (Songs of the Pacific whale song study, hormone research). The core offering is educational programming combined with field research, delivered through in-person events, online content, and community outreach.

Differentiator

Problem solved

Functional benefit

Brands

• Whale Tales: Annual marine science gathering and community outreach event celebrating whale research and ocean conservation, held annually at The Ritz-Carlton Maui, Kapalua. Now in its 21st year (2027).
• Songs of the Pacific

Products and services

• Whale Tales Annual Event Annual four-day marine science gathering featuring presentations by scientists and visual storytellers, the Mauka to Makai Science Expo, Community Art Expo, and Benefit Whale Watches. Open to scientists, educators, ocean enthusiasts, and keiki (children) programming participants.
• Alaska Photo Expeditions Four-day premium photo safari experience in Juneau, Alaska, requiring a minimum $6,000 donation per person. Guided by National Geographic photographers Ralph Pace and Flip Nicklin aboard a private research vessel, targeting wildlife photographers and ocean enthusiasts.
• North Pacific Song Project (Songs of the Pacific) Collaborative three-year humpback whale song comparison study across 12 locations in 7 countries in the North Pacific Ocean, tracking how whale songs evolve and spread across feeding and breeding grounds. Coordinated by Dr. Jim Darling with 20 international researchers.
• Hormone Research Program Ongoing research program monitoring stress and reproductive hormones in humpback whales through biopsy sample collection to understand hormone levels throughout the year and their impact on whale behavior.
• Education & Outreach Programs Community outreach, mentoring next generation programs, school visits, children's educational materials including 'Barnacle Buddies' children's booklets, and the Keiki Program reaching 165-186 elementary students annually at Whale Tales.
• Silent Auction Annual online silent auction featuring experiences, artwork, and one-of-a-kind offerings donated by the community, with proceeds supporting ocean conservation and research through the Beneficiaries Fund.
• Whale Trust Online Store Online store selling Whale Trust merchandise including 'Whale Tales' branded items and educational materials such as the 'Barnacle Buddies' children's booklets.

Quantifiable outcome

• 20 researchers from 7 countries recording 148 humpback whale songs across 7 countries over 133 days in one year
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• HappywhalecoreTechnology or IntegrationIntegration with Happywhale database for humpback whale identification, enabling researchers to track individual whales across seasons and locations through photo identification.
• The Ritz-Carlton Maui, KapaluaflagshipStrategic or Co-development PartnerLong-term partnership hosting the annual Whale Tales event for 20+ years. Provides venue for presentations, children's programming, and benefit whale watches.
• Maui Ocean CentercoreStrategic or Co-development PartnerDonated use of facility sphere for pre-whale season training to local whale watching and ocean-related companies.
• North Pacific Song Project ResearchersflagshipStrategic or Co-development Partner20 researchers from 7 countries collaborating across 12 humpback breeding and feeding locations in the North Pacific, coordinated by Whale Trust under Dr. Jim Darling's leadership.
• Okinawa Churashima Foundation Research InstitutecoreStrategic or Co-development PartnerCollaborator on the North Pacific humpback song comparison study, hosting Dr. Jim Darling for research boat work and public talk in Zamami Village, Japan.
• Zamami Whale Watching AssociationcoreStrategic or Co-development PartnerCollaborated with Dr. Jim Darling for research activities in the Kerama Islands, Okinawa, continuing relationships from his work there in 1989-1991.
• Smithsonian Milk RepositoryminorStrategic or Co-development PartnerReceived rare humpback whale milk samples for analysis, which will be shared with other researchers through this repository.
• Four Points JuneauminorOthersDesignated hotel for Alaska Photo Expedition participants with special room rates.
• Malihini Holo TeamminorGTM or Marketing PartnerSelected Whale Trust as their charity for World's Toughest Row ocean rowing race, raising funds through donations and boat sale proceeds.
• Lindblad ExpeditionsminorStrategic or Co-development PartnerDonated items to Whale Tales silent auction supporting the Beneficiaries Fund.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pacific Whale Foundation: Maui-based 501(c)(3) nonprofit dedicated to whale research, education, and conservation; operates overlapping programs including whale watching, ocean conservation research, and community education in Hawaiian waters — the closest geographic and mission-based peer.
• Hawaiian Islands Humpback Whale National Marine Sanctuary: NOAA-administered sanctuary covering the same Hawaiian breeding grounds Whale Trust studies; conducts humpback research, monitoring, and education with overlapping mission, geography, and target species.
• Whale and Dolphin Conservation (WDC): Global nonprofit focused exclusively on whale and dolphin conservation through research, advocacy, and education; operates with a comparable mission and target species portfolio (including humpback whales) but at significantly larger scale.
• Cascadia Research Collective: Nonprofit research organization conducting field studies on marine mammals in the Pacific Northwest; shares the small-team field-research model and publishes peer-reviewed work on humpback whales.

Broad incumbents

• Ocean Conservancy: Larger U.S.-based marine conservation nonprofit with broader portfolio beyond whales; competes for donor dollars and partners, and overlaps on marine protected-area and policy work.
• Sea Shepherd Conservation Society: Established international nonprofit focused on marine wildlife conservation; broader advocacy and enforcement mandate but competes for whale-conservation donor attention.
• Greenpeace USA: Global environmental organization with active marine campaigns including whale protection; competes in the same donor pool but operates at vastly larger scale and broader mission scope.
• Wildlife Conservation Society: Large international NGO with marine conservation programs including cetacean research; comparable scientific publication output and donor fundraising reach but operates a much broader portfolio.

Others

• Marine Mammal Commission: U.S. federal advisory body providing oversight and funding recommendations for marine mammal science; an ecosystem participant that helps direct grant funding toward organizations like Whale Trust.

Regional players

• Maui Ocean Center: Maui-based ocean education facility that is already a Whale Trust partner; complementary rather than competitive, sharing similar audiences of Maui visitors and keiki for ocean-education programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WhaleTrust
• LinkedInlinkedin.com/company/whale-trust
• Instagraminstagram.com/whaletrustmaui
• Xx.com/WhaleTrust

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whale Trust Maui