Social Profit Partnership Guide
LETTER FROM THE PRESIDENT AND CHIEF EXECUTIVE OFFICER When putting together this corporate partnership package, we decided to present a different way of thinking about partnering with a charitable organization such as our own. We wanted to shift the view from typical sponsorship of a ‘non-profit’ organization and move towards building partnerships that generate ‘social profit’.
It provides an overview of some different ways that your business and/or employees can collaborate with us to protect, maintain, and celebrate areas of ecological beauty and significance here in New Brunswick.
Follow along as this booklet explains the concept of ‘social profit’ and presents potential partnership opportunities between the Nature Trust of New Brunswick and your business. The various options we will outline are aligned with the three pillars that drive our mission to ‘Conserve, Steward, and Engage’.
Yours in conservation,
We are open to any other partnership ideas or suggestions that may be better aligned with your corporate social responsibility goals. For more information, please contact our office to set up a meeting.
Wayne Burley, President
Renata Woodward, Chief Executive Officer
What does social profit mean? Charitable organizations such as the Nature Trust are typically referred to as ‘non-profits’ or ‘not-for-profits’, but why should we use a name that describes what we are not? The concept of ‘social profit’ is best explained by Paul Alofs, President and CEO of The Princess Margaret Cancer Foundation and the bestselling author of Passion Capital: What other sector of the economy refers to itself by what it’s not? Grocery stores don’t call themselves ‘not furniture stores’. It creates an expectation that we should not be profitable. This negative naming has created a severe disadvantage for us compared with the other sectors in how money is raised, how it gets spent and who gets to ‘profit’ from success. A better name is the ‘social profit sector’.1 At the Nature Trust, we agree with Alofs; the charitable sector delivers profit, or value, to society through many institutions, programs, and services. Therefore, charities’ net profit (like the profit of a private company) is in delivering social value. 1Alofs, P. (2011, October 31). It’s time to say ‘not’ to not-for-profit. The Globe and Mail. Retrieved from http://www.theglobeandmail.com
1 Social Profit Partnership Guide
Social profit and the Nature Trust of New Brunswick It is not difficult to see the value delivered to society by conservation organizations like the Nature Trust. Land conservation safeguards places where people can get outside, learn, be active, and experience nature. Intact and healthy ecosystems provide people with an array of services that support clean air, clean water, fertile soil, and nutritious food. Furthermore, it supports the preservation of biodiversity by providing critical habitat for wildlife. The setting aside of natural spaces benefits current and future generations, meaning a partnership with the Nature Trust of New Brunswick allows you to leave a legacy for your community and province.
About the Nature Trust of New Brunswick
Established in 1987, the Nature Trust of New Brunswick is a charitable land conservation organization that is responsible for conserving 7000 acres (2600 hectares) in 50 beautiful and diverse nature preserves throughout the province.
Mission
S O M E S TATS
• To CONSERVE areas in New Brunswick that are ecologically significant, establishing nature preserves that remain protected forever; • To STEWARD the nature preserves through a network of volunteers and supporters; • To ENGAGE with the public on the importance of land conservation, New Brunswick’s natural heritage, biodiversity, and species at risk.
460 MEMBERS
1,978 ‘FRIENDS’ (RECIPIENTS OF E-NEWSLETTER)
7000 ACRES CONSERVED IN
50 NATURE PRESERVES
3,204 FRIENDS ON FACEBOOK
1,935 FOLLOWERS ON TWITTER
9 STAFF
25 BOARD MEMBERS
1,740
400+
FOLLOWERS ON INSTAGRAM
VOLUNTEERS
Social Profit Partnership Guide
2
Partners in Conservation
($10,000+/year for 3-5 years or value of land)
Become a partner in conservation with the Nature Trust of New Brunswick by either donating ecologically significant land or financially supporting the acquisition of land to be conserved in perpetuity.
Benefits & opportunities: • • • •
Achieve corporate social responsibility and sustainability goals. 4.7 % of New Brunswick’s landmass is permanently protected: help the province increase this percentage. Give back to your province with a gift that can be enjoyed forever. Opportunity to host a public grand opening event in partnership with the Nature Trust to celebrate the conservation of the nature preserve donated or supported by your company.
• • • • •
Opportunity for naming of the nature preserve. Opportunity for onsite interpretive signage with information about donation and logo. Limited use of the Nature Trust logo in partner’s advertising. Promotional opportunities through traditional and online media. Recognition on various Nature Trust communications channels: website, print newsletter, e-newsletter, social media, etc.
Case Study: Partnering in coastal conservation - Connors Bros. Clover Leaf Seafoods Company Connors Bros. Clover Leaf Seafoods Company has humble beginnings that date back to more than a century ago when two brothers, Lewis and Patrick Connors, started fishing in the waters off the coast of Blacks Harbour, New Brunswick. They eventually developed a sardine canning operation and incorporated their business in 1893, which continues in the same coastal community today. As a seafood company, they appreciate the importance of clean and healthy marine ecosystems to the sustainability of the fisheries and the families that rely on them for a living. In demonstration of this deep respect for the oceans and ongoing commitment to sustainability, Connors Bros. Clover Leaf Seafoods Company donated over 250 hectares of ecologically significant land in the Bay of Fundy to the Nature Trust of New Brunswick over the course of three years, creating three coastal nature preserves. These nature preserves—Connors Bros. Nature Preserve at Pea Point, South Wolf Island Nature Preserve, and Frye Island Nature Preserve—not only help the company to achieve their sustainability goals, but also provide endless ecotourism and recreation opportunities for residents and visitors for now and into the future.
3 Social Profit Partnership Guide
Partners in Stewardship ($5,000 + /year for 3-5 years)
Become a partner in stewardship and contribute to the maintenance and management of one of the nature preserves that compose the Nature Trust’s extensive network, either financially or through employee involvement in stewardship activities. Voluntary land stewards act as the eyes and ears on the ground at nature preserves across the province.
Benefits & opportunities: • • • •
Achieve corporate social responsibility and sustainability goals. Getting your hands dirty! Staff involvement in maintenance and annual monitoring of a nature preserve of the corporation’s choice. Teambuilding opportunities through staff participation in volunteer work days at the nature preserve. Opportunity for staff involvement on various committees of the Nature Trust (i.e. Acquisition, Stewardship, Communications, Fundraising, and Finance Committees).
• • • • •
Opportunity for an annual corporate event hosted by the Nature Trust on sponsored property. Opportunity for installation of a small ‘sponsored by’ logo sign at sponsored preserve. Limited use of the Nature Trust logo in partner’s advertising. Promotional opportunities through traditional and online media. Recognition on various Nature Trust communications channels: website, print newsletter, e-newsletter, social media, etc.
Case Study: Partnering in stewardship at Hyla Park - Remsoft At Remsoft, a global leader in land-use planning solutions, employees have a soft spot for the environment. For over five years, Remsoft has been acting as land stewards of Hyla Park Nature Preserve. Leased to the Nature Trust by the City of Fredericton, Hyla Park protects 8.6 hectares of prime habitat for the rare gray tree frog (Hyla versicolor) among seven other species of frog. Once a stock car racing site, elm tree disposal, unauthorized dumpsite, and an ATV playground, this nature preserve is now a sanctuary for many amphibians, reptiles, birds, butterflies, and flowers. “I’ve been volunteering with the Nature Trust now for six or seven years,” says Sandy Loder, Senior Analyst. “Remsoft has given me time off in the fall to help with some heron nests, or platforms on Manawagonish Island. We’ve done some clean-ups of Hyla Park, some frog walks (…) its great team building. I think overall each corporation should have some community involvement as part of their philosophy.” Sandy sits on the Board of Directors of the Nature Trust and is a member of the Acquisition Committee. Social Profit Partnership Guide
4
Partners in Education
($1,000 + /year for 5 years or more)
The Nature Trust’s outreach and education programs engage citizens of all ages and walks of life from landowners to school children. The aim is to connect people to nature and teach them about conservation, species at risk, and what they can do to help protect wildlife habitat. Become a partner in education through employee involvement in educational initiatives or financially supporting the Nature Trust’s outreach programs.
Benefits & opportunities: • • • •
Staff involvement on various committees of the Nature Trust. Annual corporate Power of Nature event hosted by the Nature Trust (opportunities include paddling, frog walks, and art-in-nature workshops). Recognition of the partnership at educational events surrounding location/age demographic of choice. Support landowner outreach efforts in a location of your company’s choice.
• • • •
Recognition plaque presented at the event of donor’s choice. Limited use of the Nature Trust logo in partner’s advertising. Promotional opportunities through traditional and online media. Recognition on various Nature Trust communications channels: website, print newsletter, e-newsletter, social media, etc.
Case Study: Partnering in education throughout Carleton County - McCain Foods Canada For over two years now, McCain Foods of Florenceville-Bristol has been working with the Nature Trust to educate local community members about land conservation and stewardship. Like the Nature Trust, McCain Foods strives to create positive changes within the community and sees great value in becoming directly involved in the protection and maintenance of natural spaces. The upper St. John River, which runs through this community, offers a rich habitat for various species, making it a priority for land conservation initiatives. Most notably, McCain Foods supported the acquisition of two properties in Carleton County and has encouraged employee and community member involvement in hands-on, nature-based learning. Through this partnership, the Nature Trust has been empowered to work closely with this community through school outreach and has hosted various Power of Nature events to celebrate the beauty of the river.
5 Social Profit Partnership Guide
A glance at some of our nature preserves: 1. Shea Lake Nature Preserve, Victoria County First protected in 1988. Shea Lake Nature Preserve is a 151 hectare (370 acre) property made up of fen and bog that is rich in a variety of rare plants, including 17 species of orchid.
1. 5. Cape Enrage Nature Preserve, Albert County Cape Enrage Nature Preserve was donated to the Nature Trust in 1996 by Bill and Sharon Ayer as Canada’s first land donation under Environment Canada’s Ecological Gifts Program. It consists of 26 hectares (64 acres) of a diverse combination of wetland, forest, and an expansive cobblestone shoreline and provides vital migration and feeding site for shorebird and waterfowl populations.
2. Hyla Park Nature Preserve, Fredericton This 8-hectare (19 acre) park is owned by the City of Fredericton and is leased to the Nature Trust. It is the north-eastern limit of distribution for the gray tree frog (Hyla versicolor), which is more than 80 km away from other tree frog sites.
2.
5.
3. 3. Caughey-Taylor Nature Preserve, St. Andrews Caughey-Taylor Nature Preserve is a 240 hectare (600 acre) preserve stretching along Taggart’s Brook and marsh, surrounding Sam Orr’s Pond, to Birch Cove and Berry Point on Bocabec Bay, part of the Bay of Fundy.
4.
4. Seven Days Work Cliff Nature Preserve, Grand Manan Seven Days Work Cliff is located on the north-eastern end of Grand Manan. At 23.8 hectares, this nature preserve is best known for its spectacular sea cliffs that are home to birds of prey and a popular trail that overlooks the Bay of Fundy. Social Profit Partnership Guide
6
If you are interested in learning more, contact the Nature Trust office: 404 Queen Street | PO Box 603, Stn. A Fredericton, NB | E3B 5A6 T. (506) 457-2398 | F. (506) 450-2137 ONLINE: naturetrust@ntnb.org | www.naturetrust.nb.ca www.facebook.com/NatureTrustNB www.twitter.com/NatureTrustNB Registered Charitable Number BN 14074 2289 RR0001