As chief executive officer, John Racanelli leads a team of 600 full and part-time employees and 1,000 volunteers in pursuing the National Aquarium’s mission to inspire conservation of the world’s aquatic treasures. More than 1.5 million people annually visit the Aquarium’s venues in Baltimore, Maryland, and Washington, DC, while millions more are touched by the Aquarium’s education programs, outreach activities, social media campaigns and conservation initiatives.

A passionate advocate for the ocean, John strives to drive conservation action worldwide, ensure the success of one of the nation’s leading aquarium enterprises, and fundamentally change the way the world views the ocean and aquatic systems.

John joined the National Aquarium in July 2011 after 10 years as president of Racanelli Partners, Inc. The San Francisco-based consulting firm served the needs of nonprofit leaders nationally and globally, focusing on cultural and conservation organizations including Mission Blue/Sylvia Earle Alliance, the International Union for the Conservation of Nature and the Surfrider Foundation.

After co-founding Mission Blue with author and oceanographer Dr. Sylvia Earle, John assisted her in developing and launching Google Ocean, Google’s most significant enhancement of Google Earth, the most popular earth visualization tool in existence.

Prior to founding his firm, John spent 16 years in leadership positions at U.S. aquariums. He was the first CEO of the Florida Aquarium in Tampa, where he built the facility, team and vision for Tampa Bay’s leading cultural attraction. He also served for nine years on the leadership team of the world-renowned Monterey Bay Aquarium as its vice president of marketing and development, joining the aquarium a year before its opening. While in college, John began his career as a diver and aquarist, an experience that he credits with giving him great appreciation for the work of everyone on the aquarium team.

Fluent in Spanish, John holds a degree in strategic management from Dominican University of California. He is a SCUBA diver, open-water swimmer, sailor and surfer. His weekly radio show and podcast on WYPR public radio, “A Blue View,” explores important issues related to the aquatic world. John and his family are proud residents of Canton, Baltimore’s historic waterfront district.

As chief financial officer of the National Aquarium, Bruce Hoffberger oversees Finance and Accounting, Information Technology, Administrative Affairs, Human Resources, risk management, and contractual relationships.

Before joining the National Aquarium, he was treasurer and chief financial officer of the Enterprise Foundation, Inc. (now called Enterprise Community Partners), an entrepreneurial nonprofit organization focused on supportive housing. Prior to that, he was vice president and chief financial officer of Zurich Personal Insurance, a business unit of Zurich Group, and audit partner with Ernst & Young. In addition, as a certified public accountant, he has actively worked with nonprofit organizations as a volunteer and as an independent financial consultant.

A lifelong Baltimore-area resident, Hoffberger earned a B.S. in accounting from the University of Maryland and an MBA from the University of Miami.

He has volunteered and held offices in various nonprofit institutions for more than 25 years, including the Associated Jewish Community Federation of Baltimore; the Advisory Board for the Robert H. Smith School of Business at the University of Maryland; National Multiple Sclerosis Society, Maryland Chapter; Sinai Hospital; the Jewish Volunteer Connection; and the Jewish Community Center of Greater Baltimore.

He is a past president of the Hoffberger Foundation, Inc., which is dedicated to responding to unmet needs in the greater Baltimore community and supporting initiatives in Israel.

When not working, Hoffberger enjoys flying, road biking, classical music, and reading fiction. He and his wife, Caren, live in Pikesville with their children, Corie and Bret, and their rescued cats.

Kathy Sher, deputy director of External Affairs, has been with the Aquarium for more than 25 years. Her Aquarium experience includes executive management and administration, strategic planning, fundraising, marketing, visitor services, retail management, and private consulting. Her duties have also included direction and management of auxiliary revenue areas, development, corporate sponsorship, membership, retail, and food service.

Currently her focus is directed toward public funding for the Aquarium’s complex multimillion-dollar capital improvements. She also serves as a liaison to the National Aquarium Board of Directors and the community.

Widely experienced in the fundraising and marketing of nonprofit attractions, Sher has served as a consultant for many institutions, including the Audubon Zoological Park in New Orleans, the Monterey Bay Aquarium in California, the Tennessee Aquarium in Chattanooga, and the South Carolina Aquarium.

In her External Affairs role, the Aquarium has increased its already strong commitment to the citizens of the City and State. She serves on a number of statewide and community boards, including the Governor’s Maryland Tourism Development Board, the American Visionary Art Museum Board, and the Aspire Fundraising Committee for the benefit of the Cal Ripken, Sr. Foundation.

Sher has been a pioneer in mentoring other women and helping them to establish themselves in their fields. She has a B.S. degree from Edinboro College and an M.S. degree from Duquesne University. She lives in Ruxton with her husband.

Steven Schindler brings to the National Aquarium more than 20 years of experience developing marketing programs. He has held key marketing positions with Bally’s Las Vegas and Contiki Holidays, where he worked on assignment in London, England, developing U.S. inbound tour programs. He also developed advertising programs for destination marketing organizations, attractions and hotels and resorts with San Diego and San Francisco Bay Area advertising agencies.

In 1992, he founded his own California-based marketing firm, Schindler Marketing Group, Inc., and served as president and creative director for 16 years before focusing his communications and marketing skills in the digital world.

In 2006, Schindler co-founded Sasa Technologies, where he launched two online businesses and spearheaded digital commerce transactions that strengthen business-to-business relationship development, led negotiations with content and distribution partners, and directed online search engine initiatives that optimize online presence and marketing opportunities.

Most recently, he was the vice president of marketing of Local.com Corporation, a leading online media company that connects small and medium businesses and national advertisers with more than 25 million monthly unique visitors. He led that organization’s successful online relaunch; launched the corporation’s daily deals site, Spreebird.com; and led all strategic marketing planning and communications for its diverse consumer and digital businesses.

Schindler earned his Bachelor of Science degrees in marketing and public relations from San Diego State University and studied international business at the University of Copenhagen, Denmark.

Currently a partner and director of commercial real estate firm Ward Properties, Jennifer Ward Reynolds has spent over 30 years in the asset management business, most recently serving as Vice Chair and Chief Investment Officer of Legg Mason Trust. In 2008 Jennifer became chair of the board of trustees of Dickinson College, for which she has been a trustee since 2000 and co-chaired the First in America capital campaign (2006-2011). She also chairs the board of the National Aquarium, is immediate past chair of the National Aquarium Foundation, and serves on the investment committees of the Walters Art Museum, Sheppard Pratt Hospital and the Baltimore School for the Arts. She has twice been named one of Maryland’s Top 100 Women by Warfield’s Daily Record and is a past recipient of the Distinguished Women award from the Girl Scouts of Central Maryland.

Jennifer received her undergraduate degree from Dickinson College (’77), her Masters of Finance from Loyola College, and is a Chartered Financial Analyst (CFA).She resides in Phoenix, Md with her husband George, an attorney.

A consultant with significant expertise in local, national and international fundraising, Bob Carter has faced complex problems and opportunities and found ways to be successful in nearly every case. Bob established Of Counsel Philanthropy in 2010 and is now President and CEO of Bob Carter Companies LLC.

Bob concentrates on building dynamic teams to deliver specific services that meet the unique needs of charities and donors. He works with complex regional, national and international organizations and institutions to design specific strategies, based on individual cultural realities, to maximize positive outcomes. His service as member and chair of numerous not-for-profit boards lends firsthand experience to his governance counsel.

Bob’s experience includes a 26-year career with Ketchum (including 15 years as President), one of the largest firms in the fundraising industry, and serving as Senior Advisor to Changing Our World and Omnicom Nonprofit Group.

A graduate of Johns Hopkins University, Bob has published articles in several professional journals and frequently serves as a lecturer and presenter for Columbia University’s Masters in Philanthropy Management program, the Council for Advancement and Support of Education (CASE), the Association of Fundraising Professionals (AFP), and the Association for Healthcare Philanthropy (AHP).

Bob and his wife, Carol, live in Anna Maria, Florida. His sons, Travis and Trent, and their families live in Naples, Florida.

Board Membership

Having worked on several local, regional and national boards, Bob Carter is current Chair for the Association of Fundraising Professionals (AFP) International Board of Directors, and he has served as first chair of their Industry Partners Council. He also serves on the board of directors for: the National Aquarium (Chair-Elect), The Center for Philanthropy at Indiana University, and The Mote Marine Laboratory (Board Chair). He is a member of the USA Advisory Board of PlaNet Finance, a microfinance organization headquartered in Paris with global operations.

Academic Career

Prior to joining Ketchum in 1981, Bob served as Vice President for University Relations at The Catholic University of America; Director of Development for Arts and Sciences and Engineering, and Associate Director of Annual Giving at The Johns Hopkins University; and Assistant to the Headmaster at the Gilman School in Baltimore. After graduating from The Boys' Latin School in Baltimore, Bob taught there and organized the school’s development office.