Poor people over-exploit their fisheries because they see no other way to feed their families. In Madagascar, Blue Ventures uses small, short-term fishery closures to show coastal communities how management can improve catch and increase incomes. Once people are convinced, Blue Ventures helps them establish locally managed marine areas that become part of a larger system of sustainable coastal fisheries. This straightforward approach creates a link between local economic benefits for fishermen and reef conservation. It is well suited to replication by a range of conservation organizations. Blue Ventures is gearing up to make that happen.