Our stakeholders
Our stakeholders
When we engage intentionally with our stakeholders, we listen more closely and understand more deeply what truly matters to them. These relationships help us honour the trust placed in us and ensure that the value we strive to create is real, meaningful and shared. Through open, respectful partnerships, our work stays relevant, impactful and sustainable – allowing us to save lives and build safer communities together. We measure the strength of these relationships through honest, transparent dialogue.
How we create value for our stakeholders and how they create value for the NSRI
Donors and sponsors
By demonstrating measurable impact through our rescue operations and water safety initiatives, we build trust with our donors and sponsors, who represent both individuals and entities. In turn, their funds enable us to deliver our operational services and programmes.
- Direct contact by phone, in person, email or digital media platforms.
- Daily contact between fundraisers and donors.
- Meetings with organisations.
- Special events.
- Visits to schools, retirement homes and other organisations by guest speakers (our ambassadors).
- Stories shared via the NSRI magazine, newsletters, social media and events.
- Community forums and public open days attended by station volunteers and donors.
- Transparent reporting of funding allocations and outcomes.
- Relevant and alignment to their interests.
- Accurate and timeous reports on rescues.
- Financial management integrity.
- Association with a strong, well-respected brand.
Volunteers and employees
The NSRI provides volunteers and employees with professional training, operational support and the opportunity to contribute meaningfully to saving lives. Volunteers and employees sustain the organisation through their skills, commitment and willingness to respond whenever help is needed.
- Meetings at volunteer stations nationwide with Board members, executives, management and support staff.
- Annual Station Commander Conference and Annual General Meeting (AGM) event.
- Regular team meetings and cross-station exercises.
- Internal and external communications across a range of relevant channels and formats.
- Training interventions both at station level and courses and assessment at VSC.
- Regular engagement and communication with managers and leadership to feel connected, supported and aligned with the NSRI’s goals.
- Training and skills development to maintain high service standards.
- Recognition and appreciation for their contributions.
- Support for physical and mental well-being under demanding and sometimes stressful conditions.
- An inclusive, collaborative and purpose-driven work environment.
- Effective internal communication to keep them informed.
- Opportunities for career growth and leadership development.
Communities
Communities play an active role in the NSRI by volunteering, while we support them through rescue operations, water safety education and public awareness delivered from our rescue bases, which also serve as community hubs.
Through education and training for scholars and adults, we help reduce drowning incidents and empower communities to prevent water-related emergencies. In areas where emergency or civic services are limited, the NSRI often fills critical gaps to ensure people are not left without help.
- Community projects, public education campaigns and social media platforms.
- Public access to information and training.
- Face-to-face meetings promoting drowning prevention programmes.
- Guest speakers at various schools and institutions.
- Open days at bases.
- Events where the communities are invited to join e.g. Solstice Swim.
- Visits to schools, retirement homes and other organisations by guest speakers.
- Access to rescue operations in underserved areas.
- Emergency response to water-related incidents.
- Water safety education for children and adults.
- Information on emergency contacts, rescue procedures and water safety measures.
- Infrastructure and services such as swimming facilities, public rescue equipment and lifeguarded beaches.
Government and regulatory bodies
The NSRI supports government and regulators by delivering specialist water rescue capability that strengthens national emergency response and public safety outcomes. Government and regulatory bodies support the NSRI through funding and sponsorship, enablement of services and access to infrastructure.
The NSRI engages with the Department of Transport through our role in the South African Search and Rescue Organisation Executive Committee. We advocate for resources from the Department of Transport and National Lotteries Commission.
- Tenders for public services.
- South African Search and Rescue meetings with national representatives of rescue agencies.
- Provincial government and Disaster Management Committee meetings.
- Local government meetings with municipalities about drowning prevention and lifeguarding opportunities and services.
- Annual applications to the National Lotteries Commission for competition compliance and funding.
- Execute the rescue mandates for the South African Maritime Safety Authority and the Maritime Rescue Coordination Centre.
- Effective maritime rescue operations and inland services during floods.
- Active participation in regulatory structures (such as South African Search and Rescue).
- Public drowning prevention and water safety education messaging, initiatives and communications.
- First responder services, especially for disaster management.
- Policy and regulatory compliance.
- Advocacy and support for maritime and nautical standards, policies and processes.
Industries
The NSRI supports a wide variety of industries, with a special focus on maritime, coastal and tourism industries by helping keep people safe, reducing operational risk and responding quickly when incidents occur. These industries support the NSRI through funding, advocacy and cooperation that help maintain coverage where economic activity depends on safe water use.
Increased shipping along the South African coast has escalated the need for medevacs at major ports of call (Gqeberha, Richards Bay, Cape Town and Durban). Tourism growth has also increased medevacs of passengers at sea alongside water safety programmes for hotel groups, including lifeguarding and PRB deployment.
- Meetings with businesses and associations.
- Active services and support.
- Collaboration and marketing.
- Sharing safety information, signage and campaign material to help industries protect their staff, customers and communities.
- Training programmes.
- Joint planning.
- Regular engagement with maritime, fishing, shipping, tourism and coastal industry stakeholders.
- Access to rescue operations.
- Water safety tools and education.
- Emergency preparedness and awareness.
- Infrastructure to support water safety initiatives.
- Risk mitigation for operations, assets and people.
Partners and suppliers
The NSRI works closely with partners and suppliers to ensure reliable access to high-quality equipment, services and technical expertise used in rescue operations. In return, partners and suppliers support operational readiness through dependable delivery, innovation and long-term collaboration.
We receive some pro bono legal and courier support, discounted boat-building costs and free advertising placements from many of South Africa’s media owners.
- One-to-one communication and negotiation.
- Regular meetings and relationship-building opportunities.
- Tax and B-BBEE compliance certificate provision.
- Briefings around product and service innovations.
- Collaboration on service and programme developments.
- Feedback reports and engagements.
- Site visits, team-building workshops.
- Recognition in our marketing and communication.
- Cash flow management supporting operational stability and long-term viability.
- Staged payment plans aligned with our financial planning and sustainability.
- B-BBEE status compliant with government requirements.
- Marketing and communication collaborations and brand endorsement.
- Partnering with a trusted organisation.
- Strong governance and reputation.
- Long established track record of service delivery.
Emergency services
We coordinate closely with other emergency response agencies, participating in multi-agency rescues, conferences and recognition events. This collaboration ensures effective incident management and maximises our collective impact on public safety.
We assist other emergency services during rescues to ensure coordinated incident management, which we acknowledge in our communications.
Our Emergency Operations Centre (EOC) receives and activates emergency response for various incidents, including fire and crime, 24/7.
- Participation in conferences.
- Cooperation and collaboration in rescues.
- We engage as part of multidisciplinary teams at events, briefings and stakeholder initiatives.
- Collaboration and shared storytelling on public platforms.
- Interservice relationships between the NSRI, ambulance services, police, disaster management and others to ensure effective emergency response and preserve the chain of survival.
- Building and maintaining relationships to ensure effective coordination and mutual support.
The media
Media owners, editors and platform partners offer free exposure, normally outside our affordability, helping us deliver essential public service messaging, significantly amplifying our reach and impact.
The NSRI provides media with timely, accurate information and responsible access to incidents and messaging that are of public interest and concern.
- Media releases and interviews.
- Sea Rescue magazine and newsletters.
- Social media and website content.
- Direct relationships with journalists, influencers and media owners.
- Newsworthy stories appealing to various interest groups.
- Compelling stories that reflect the true significance of each rescue.
- Notifications about weather warnings and water safety.
- Acknowledgement for free advertising space.
- Tangible value and impact in terms of audience reach and outcomes.
Conservation bodies
We collaborate with relevant conservation organisations. Through shared resources and joint operations, we contribute to the protection of marine wildlife while ensuring the safety of both humans and animals. In turn, the NSRI develops unique skills (e.g. whale disentanglements) and gains specialist experience and knowledge through partnering. Shared operations also reinforce our commitment to environmental stewardship and deepen our connection to the marine environment in which we work.
- Active participation in joint initiatives and backup services to conservation programmes.
- Shared advocacy and communications where applicable.
- Participation in events of mutual interest.
- Operational support and backup.
- Endorsement and advocacy of conservation issues.
- Collaboration and communication.
