Annual Report
ForestEthics
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Main cover image: ForestEthics energy campaigner, Nikki Skuce, with BC First Nations chiefs performing ceremony outside the Enbridge Annual General Meeting. Secondary cover image: ForestEthics media officer, Will Craven being interviewed outside US State Department. Top: Senior Energy Campaigner, Gillian McEachern standing in a stockpile of clearcut wood in Canada’s Boreal Forest. Bottom: Woodland caribou. Photo by JD Taylor.
Table of
Contents Letter from our Executive Director
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An Overview of the ForestEthics Conservation Model
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Key Campaigns and Programmatic Areas
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Achievements
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Financial Information
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Individual and Foundation Contributors
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As part of our ongoing effort to increase the impact of your donations and decrease our environmental footprint, we are printing a limited quantity of 200 copies of our annual report this year. An electronic version can be downloaded at: www.forestethics.org/annual08
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Letterfrom
Todd
2008 was a story both of continuing the work that has defined us while also beginning to apply all we have learned to new challenges. We’ve all been called upon to do more, and sometimes to do more with less. I am proud to say that in 2008, ForestEthics answered that call. We did not hesitate when challenged to breathe new life and fresh thinking to existing campaigns; we also managed the excitement and risk of moving in new directions, and did so with success. As always, our goal is to protect the world’s last remaining Endangered Forests because they are the biological, cultural and spiritual repository of so much of what we need to survive and thrive. Increasingly, forests are slowly becoming a global priority as their role in staving off climate change comes to the fore. This year, the numbers themselves were impressive. In July, ForestEthics and its allies secured the protection of 55 million acres of northern Boreal forest, one of the most biologically rich forests in North America and one of the largest carbon sinks on the planet. The job is not done — we have to be watchdogs of the land protection process every step of the way — but this is a strong beginning toward protecting an area half the size of California. In 2008, we also successfully fended off efforts to dismantle the hard-earned Great Bear Rainforest agreement, which protected more than five million acres. As we’ve learned over the years, the energy put into any successful agreement must be met with equal vigilance during implementation. But that doesn’t mean we’ve been solely on the defensive — this year ForestEthics added over one million acres to the original five million acre agreement. In March we launched the high-profile Do Not Mail campaign calling for a national Do Not Mail Registry similar to the extremely successful Do Not Call system. We have attracted the attention of major media outlets such as the Washington Post, celebrity signatories like Leonardo DiCaprio and tens of thousands of ordinary citizens. We also launched our Climate Program to address Canada’s Tar Sands oil development, the dirtiest oil on Earth, and other threats to the world’s climate. How do we do it? This is a question we get often. We do so by starting with the marketplace: what products are threatening a forest, a wild place, our climate, biodiversity, or people? Where are these products going, who’s buying them, and
Executive Director Todd Paglia with family.
why? With this as our starting point we are relentless in bringing financial pressure — real power — to the problem. We engage some of the largest companies in the world, sometimes as partners and sometimes as adversaries that we intend to move toward partnerships. And then, together, we produce solutions. The bottom line is that we have an uncommon approach — and outstanding results. If you are already part of ForestEthics, thank you. It is because of your support that we can do this work. And if you are not yet part of the ForestEthics family, ask yourself: what could we accomplish if you joined our team? Let’s find out! For our future,
Todd J. Paglia Executive Director, ForestEthics
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ForestEthics the
Model
ForestEthics protects Endangered Forests, wildlife, and human wellbeing. Climate change, which threatens to undermine all of our conservation efforts, is also a focus area for us and represents a new chapter in our story. Founded in 2000 with staff in Canada and the United States, we catalyze environmental leadership among industry, governments and communities by running hard-hitting campaigns that leverage public dialogue and pressure to achieve our goals. Our efforts have transformed the environmental practices of Fortune 500 companies including Staples, Office Depot, Dell, Victoria’s Secret, Williams-Sonoma, and many others. We have also played a role in the passage of critical legislation in Canada that has led to millions of acres being permanently protected. Rainbow over the Sacred Headwaters. Photo by Brian Huntington
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Our approach to environmental conservation begins on the ground. Our campaigners live in the places we are fighting to protect and work with scientists to authoritatively evaluate and define the terms of the debate. We also work with local communities to make sure their interests are represented and that they receive support in building a viable, sustainable economy. When we find that forests are being destroyed, we determine which corporations are purchasing the products of that destruction. If a corporation refuses to change its practices, we hold that company publicly accountable — with protests, online campaigns, national advertisements, and more. And when corporations are ready to change, we help them implement sound policies through our Corporate Action Program. While companies like Sierra Pacific Industries and Royal Dutch Shell may be able to tune out environmental groups, they can’t ignore their largest customers when they demand environmental reform. To date, ForestEthics has secured the protection of more than 65 million acres (25 million hectares) of Endangered Forests.
Campaigns
Forest Program:
Conservation, community interests and economic development all come together within ForestEthics’ Forest Program. This year we celebrated one of the largest forest protection agreements ever — 55 million acres of northern Boreal Forest. We also laid the groundwork for the legislated protection of more than 6.7 million acres of the Great Bear Rainforest — arguably one of the most important protections in North American history. We have worked hard to bring our model of conservation to other forests including the Inland Temperate Rainforest of British Columbia and the native forests of Chile. In the US, our Save the Sierra campaign aims to change the way lumber supplier companies such as Sierra Pacific Industries (SPI) operate in order to protect California’s forests like the Sierra. SPI, California’s largest landowner, plans to clear-cut hundreds of thousands of acres in the coming years and we’re working diligently to stop them. The Save the Sierra campaign is a much-needed initiative at a pivotal moment in California’s natural history.
Save the Sierra campaign protest.
Climate Program: Our Tar Sands campaign is an integral part of ForestEthics’
new Climate Program: oil from the Tar Sands is the dirtiest on Earth and has a devastating environmental footprint. By applying our proven strategies to the energy sector, ForestEthics is using its deep expertise to address one of the most important issues of our time. Our Sacred Headwaters campaign seeks to protect a pristine corner of British Columbia, the shared birthplace of three of North America’s greatest wild salmon rivers. Home to rich populations of grizzly bears, caribou and many First Nations communities, the Sacred Headwaters is imminently threatened by Royal Dutch Shell’s proposed coalbed methane drilling project. We’re working to permanently protect the Sacred Headwaters from Shell’s short-sighted plans.
Paper Program :
Our Paper Program has successfully guided many of the world’s largest corporate consumers away from products procured from Endangered Forests and toward recycled and Forest Stewardship Council (FSC)-certified paper. In 2008, ForestEthics put public pressure on Sears, while we simultaneously worked to move the entire catalog sector forward. Our new Do Not Mail campaign provides us a double benefit: It will free Americans from the annoying burden of junk mail, and it will help to protect forests and our climate by reducing paper consumption and the environmental impact of the paper that is used. Woodland Caribou. Photo by Wayne Sawchuk
Corporate Action Program: ForestEthics’ Corporate
Action Program (CAP) is based on the common sense notion that the customer is always right. When large customers of lumber, paper and energy urge suppliers to change their forest management and conservation practices, change often follows. We have applied this market truism to our work with some of the world’s most well-known brands.With a potent mix of expert guidance and bold recommendations, we motivate some of the world’s largest companies to protect Endangered Forests, adopt sustainable practices, address climate change, and reduce consumption.
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Accomplishments Spring Paper Program
Stamping out junk mail
On March 11, the fifth anniversary of the passage of the national Do Not Call Registry in the US, we launched our Do Not Mail campaign with a flurry of wellbranded materials, including a new website: www.donotmail.org. Within a few weeks, our online petition had more than 35,000 signatures, including those of celebrities such as Leonardo DiCaprio, Jackson Browne, Ed Begley, Jr. and Paul Hawken. Numerous media outlets including The New York Post, the Washington Post, Grist, and Salon covered the launch.
Forest Program
Coming together to conserve Chile’s native forests Our Chile campaign organized ExpoNativa, a well-attended event celebrating the country’s ecologically unique forests. More than 6,500 people attended the five-day ExpoNativa in the city of Pucon including Indigenous Mapuche community members, singers, poets, photographers, and craftsmen. In just its first year, ExpoNativa managed to become an international meeting place linking conservation and the sustainability of local economies for indigenous communities such as the Mapuche.
Building support to save the Sierra
Through our work, five large customers of Sierra Pacific Industries (SPI), our campaign’s primary target, sent letters requesting that SPI Mapuche woman. Photo by Nicolas Piwonka stop its destructive logging practices. We also held a demonstration on Valentine’s Day at which more than 500 businesses were recognized for their support to save the forests of the Sierra. This event generated more than 15 media hits, including a lengthy feature article in the San Francisco Chronicle. Do Not Mail campaign’s Superman stamp.
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Counting down to protection in the Great Bear Rainforest
March 31 marked the beginning of the one year countdown for British Columbia to fully implement the Great Bear Rainforest agreement. As we crafted our strategy to ensure that the provincial government live up to its promises, we also helped local communities in the region begin to identify sustainable economic opportunities and held a press conference with First Nations announcing increased protections for the Great Bear Rainforest.
Setting BC government back on track to protect mountain caribou
In May, we released an audit of the BC government’s plan to protect endangered mountain caribou habitat in the Inland Temperate Rainforest. The audit found significant potholes in the mountain caribou population’s road to recovery and received media attention at the national level in The Globe and Mail. Our scientific findings and ensuing publicity forced the BC government to start moving in the right direction, including the legal protection of mountain caribou habitat and management of recreational activities such as snowmobiling. This was a critical step toward a lasting recovery of the endangered mountain caribou.
Corporate Action Program
Motivating paper leaders and laggards
On March 31, ForestEthics and our ally Dogwood Alliance published an ad in USA Today rewarding the office supply sector’s Spirit Bear of the Great Bear Rainforest. leaders and pushing the laggards to improve Photo by Aaron Ward further. The ad’s publication coincided with the American Forest & Paper Association’s annual “Paper Week” convention. Along with other strategies, the ad and accompanying ranking of the office supply industry’s paper impact yielded new sourcing polices from several Fortune 500 companies, including Staples, Office Depot, and FedEx Kinko’s.
Influencing corporate leadership in Indonesia
On April 10th, ForestEthics helped host “Pulp and Paper in Indonesia; Assessing Risks and Opportunities — A Roundtable for Buyers and Investors” at Random House’s offices in New York City. The roundtable brought together more than 80 leading experts, corporate consumers, and financial institutions, to provide a forum to discuss the issue of Indonesian forest destruction. The roundtable successfully engaged corporate consumers in a dialogue about future policy adoptions, contract cancellations, and corporate leadership.
Climate Program
Framing the international Tar Sands debate
On January 16, ForestEthics launched its Canadian Tar Sands campaign in, of all places, Washington, D.C. Supporters outfitted in polar bear costumes greeted Alberta Premier Ed Stelmech at an energy forum with a welcoming message: “Keep your dirty oil.” This story received coverage in most of Canada’s major media outlets, including CTV, The Alberta Premier Ed Stelmech greeted by Globe and Mail, and The ForestEthics polar bears. Edmonton Journal, and helped spark a cross-border debate about the future of the dirtiest oil on the planet: Canada’s Tar Sands oil.
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Accomplishments Summer Forest Program
Paper Program
In June, the province of Ontario committed to protect 50% of its Northern Boreal forest, as well as to implement sustainable development in the remaining unprotected areas. This announcement by Ontario is one of the largest conservation agreements in history and will protect an area half the size of California. Press around the world covered this exciting announcement, including The Toronto Star, Reuters, and Grist.
The Economist ran a feature article about our work with Limited Brands and our proven ability to move our campaigns from confrontation to cooperation. Here’s an excerpt:
Securing one of the world’s largest forest protection agreements
Exposing Sierra Pacific Industries’ greenwash
The Save the Sierra campaign continued its aggressive push for more sustainable logging and forest protection through other tactics. At the Pacific Coast Builders Conference in San Francisco, we passed out 500 small tape measurers that said, “SPI’s Green Talk Doesn’t Measure Up,” as a plane carrying a banner bearing the same message flew overhead. We also released a report outlining the connections between SPI’s destructive logging practices and climate change. In response, SPI released a report touting clearcutting as the best tool for forests to absorb carbon. We quickly countered by coauthoring a report with a leading forest and climate scientist that debunked SPI’s myths.
Making news with our unique approach
Limited Brands had been on the receiving end of a campaign in 2004 by ForestEthics, an advocacy group, which called on Canada’s Boreal Forest. Photo by Bryan Evans it to print its 400 million catalogues a year on paper from more sustainable sources. The campaign included demonstrations against Victoria’s Secret and ads featuring chainsaw-wielding, lingerie-clad models. Mr Katzenmeyer, Sr. Vice President of Limited, who says the campaign was “sophisticated and very well done,” agreed to speak to the group, and quickly realized that it knew what it was talking about. The company enlisted ForestEthics to draw up guidelines for sourcing paper, and the two have continued to work together.
Demonstrating Sears’ true family values
On Father’s Day, June 13, we organized demonstrations against Sears in 20 cities across North America, including a protest at Sears’ flagship store in Chicago. We used the holiday to contrast the company’s outdated policies with what fathers everywhere want: a healthy climate for their children and less junk mail in their mailboxes. “SPI’s Green Talk Doesn’t Measure Up” plane banner.
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Corporate Action Program
Strengthening our influence on the office supply sector
Our ad in USA Today targeted the greenwash of certain office supply companies.
Our office supply scorecard, which ranks companies based on their environmental behavior, circulated through key industry media over the course of the summer and continued to influence the pulp and paper procurement decisions of major office supply companies. For example, Staples began using Forest Stewardship Council (FSC)certified recycled paper as the standard for its retail copy centers — which then increased the pressure on mills to source from FSC-certified operations.
Catalyzing ground-breaking paper policies
Our growing reputation in the paper sector led Hewlett-Packard (HP) to ask us to assist in dramatically improving its new paper policy. The policy, which affects more than 300,000 tons of paper, commits HP to maximizing recycled content, giving preference to FSC fiber, more clearly eliminating sourcing from Endangered Forests, reducing overall paper use, and respecting indigenous rights.
Climate Program
Preparing to fight climate change by protecting forests
The Climate Program finalized its position paper on forest-based carbon offsets, which quickly attracted the attention of companies and market-based offset systems, many of whom sought our advice on this complex, emerging topic. We also prepared to dramatically ramp up our climate work, surveying best practices in both conservation policy and mapping.
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Old-growth forest.
Accomplishments Fall
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Forest Program
Helping to create new economic opportunities in the Great Bear Rainforest
First Nations in the Great Bear Rainforest are undertaking innovative economic development initiatives, creating toys, furniture, and essential oils. These initiatives model a conservation-based economy, celebrating community values and First Nations traditions, rather than an resource-based economy, such as large-scale logging. These projects are a result of collaboration between ForestEthics and First Nations; products of our ongoing commitment to help generate new ways for communities to thrive in forests that we’ve helped to protect.
Sharpening the pressure on Sierra Pacific Industries
Our Save the Sierra campaign released a “Back to School Pencil Buying Guide,” to draw attention to the connection between pencil creation and SPI’s forest destruction. Some of the largest pencil companies in the US were given grades based on whether they purchased SPI products and whether they carried FSC-certified or recycled content. A number of blogs, including Slate.com, made sure their readers knew about it.
Toys crafted by First Nations in the Great Bear Rainforest.
Climate Program
Publishing the link between forest destruction and climate change
Our Executive Director, Todd Paglia, took to the op-ed page of the San Jose Mercury News to warn California residents that any attempt to cap greenhouse gas emissions will be ineffectual if it neglects its forests. California’s forests are one of our best defenses against climate change. Todd made it clear: we can either keep forests intact to absorb carbon; or we can let companies such as Sierra Pacific Industries clearcut them and release tremendous quantities of carbon into the atmosphere. The op-ed shook things up for our Save the Sierra campaign while highlighting the incredible value of the state’s forests to its residents. Sierra Pacific Industries clearcut.
ForestEthics activist, Eric, protests in front of Sears’ flagship store in Chicago.
Paper Program
Empowering the future of environmental activism online and offline
The organizing department held its annual leadership summit for our grassroots volunteers. Twenty-five representatives from our most engaged activist groups came from around the country to build campaign-relevant skills in media, recruitment, action planning, and other key strategic areas. At the end of the Summit, they executed a major protest and petitioning event in front of Sears’ flagship store in Chicago. With the hiring of an experienced online organizer, ForestEthics made a bold investment in new media and the next generation of environmental activism. With this added capacity we were able to engage more than 50,000 new supporters on our Do Not Mail campaign, which posed a large yet relatively welcome challenge: bringing people into the ForestEthics fold who might at first care more about junk mail’s annoyance than about protecting forests. In October, we successfully converted more than 5,000 of these supporters to other ForestEthics campaigns through a series of emails and social networking calls to action: a high conversion rate for any online campaign. This list growth also contributed to a tripling of ForestEthics donors in 2008.
Revealing the climate change impacts of junk mail
Our Do Not Mail campaign released Climate Change Enclosed, a report highlighting the climate change impacts of junk mail. One of our key findings was that the production of the one billion pieces of junk annually sent in the US contributes as much carbon dioxide as nine million cars, seven US states combined, or the emissions generated by heating nearly 13 million homes for the winter! This report was heavily circulated online and offline, including Paul Harvey on ABC Radio, USA Today, the New York Sun, Radio Nation, Natural Home Magazine, the San Francisco Chronicle, Sierra Club Radio, and Canada’s leading national paper, The Globe and Mail.
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Accomplishments Winter
Climate Program
Setting the stage for our Tar Sands campaign
Designed to reform the extremely negative environmental impacts of the world’s largest petroleum project, our new Canadian Tar Sands campaign shifted into active campaign mode this winter. In Quebec, we helped block the “Trailbreaker” pipeline proposal from delivering Tar Sands oil through Ontario and Quebec to US markets. We gathered more than 5,000 names on a petition and used the initiative, which garnered much media attention in Ontario and Quebec during the national election, to raise the profile of the Tar Sands and the Canadian government’s short -sighted position on the Tar Sands.
Touring the Tar Sands
ForestEthics Executive Director Todd Paglia, and Strategic Director Tzeporah Berman toured the Tar Sands and discussed the issues with local First Nations communities affected by the project. Actor Neve Campbell accompanied them, helping to garner media attention in Canada, and a feature interview with Neve about the trip Boho Magazine.
Halting Shell’s plans to destroy the Sacred Headwaters
In December, an incredible victory: due largely to our work with local allies, the government of British Columbia announced a two-year moratorium on coalbed methane drilling in the pristine wilderness area of the Sacred Headwaters. Royal Dutch Shell, which had proposed a costly and destructive drilling project in the area, will be barred from all development activity in the Sacred Headwaters until 2011. It’s a bold first step toward permanent protection of a truly sacred place.
Paper Program
Grading direct mailers
In 2008, our annual Naughty/Nice Scorecard evolved to bring attention to the forest destruction caused by catalogs and by the junk mail sent out by the largest banking institutions. Financial mailers, including Capital One, American Express, and Bank of America, represent half of the junk mail Americans receive. The release of this year’s scorecard helped to spark productive conversations with several major mailers.
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The world’s largest fossil fuel project, Alberta’s Tar Sands. Photo by David Dodge/Pembina Institute
Making our mark in major media
Our work on the catalog sector and the Do Not Mail campaign were featured in Time Magazine, The Christian Science Monitor, and the Audubon Magazine. These articles helped us to meet our internal goal of 75,000 signatures on the petition to establish a national Do Not Mail Registry in the US.
Forest Program
Promoting species protection in British Columbia
We launched a coalition campaign to pass a Species and Ecosystems Protection Act in British Columbia — one of the last places on earth without an endangered species law. We unveiled our campaign logo, which ‘jammed’ the BC government’s expensive branding efforts, as well as a humorous video and a report, entitled The Last Place on Earth. The media coverage was strong, and the Union of BC Municipalities passed a resolution in support.
“Last Place on Earth” logo.
Antagonizing California’s largest forest destroyer
We pulled off several high visibility actions in early November starting with the North American Wholesale Lumber Association conference in Chicago. Early in the morning on November 7, ForestEthics staff and others dropped off nearly 1,000 mocked-up USA Today front pages at the doorsteps of conference attendees. The flyers imagined what a campaign victory might look like if SPI agreed to our demand set. USA Today thought our work was so good that they contacted ForestEthics with a cease and desist letter to demand we remove the image from our website! A week later, at the Building Industry Show in Long Beach, CA, ForestEthics passed out 1,000 fortune cookies to conference attendees with enclosed messages such as, “SPI’s clearcutting won’t cut it anymore. Tell them to change.” and, “You control your destiny— tell SPI that it’s time to enact greener practices.”
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Save the Sierra campaign’s spoof of USA Today.
Financials Other 2%
Revenue
Other 2%
Program Revenue Program Revenue
Individuals
12%
12% 9%
9% Individuals Foundation Support
77%
Foundation Support
Expenses
77%
12%
Fundraising Administration 13% 12%
Campaign & Programs Campaign & Programs
Revenue
Statement of Activities
Year Ended December 31, 2008 Revenue
Foundation Grants Contributions from Individuals Program Revenue (fee for service) Other Income Total Support and Revenue
$ 3,088,602 $ 309,304 $ 481,738 $ 104,947 $ 3,984,591
Expenditures
Fundraising
Administration
Revenue
13% 75% 75%
Program Services Canadian Boreal Forest Expenses Great Bear Rainforest Inland Temperate Rainforest Expenses Climate Campaign Paper Campaign Save The Sierra Do Not Mail Campaign Corporate Action Program Chile Native Forest Protection Total Program Services
Support Services
Administration Fundraising Total Support Services
$ $ $
Total Expenditures
$ 3,419,233
Increase in net assets Net assets - beginning of the year Net Assets - end of year Bald Eagle in the Great Bear Rainforest. Photo by Aaron Ward
$ 514,265 $ 431,188 $ 232,200 $ 405,113 $ 269,088 $ 144,859 $ 333,165 $ 158,358 $ 68,223 $ 2,556,459 417,844 444,930 862, 774
$ 565,358 $ 931,614 $ 1,496,972
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Board & Staff Board of Directors
Marika Holmgren, Acting President Neal Gorenflo, Secretary Michael Klein, Treasurer Angel Kyoto Williams Stuart Sender Michael Uehara Nadine Weil Mark Westlund
Senior Management Team
Todd J. Paglia, Executive Director Kristi Chester Vance, Communications Director
Candace Batycki, Forest Director Coila Ash, Executive Coordinator Merran Smith, Climate Director Tzeporah Berman, Strategic Director Matt Westendorf, Development Director Emily Barnett, US Campaigns Director
Staff Forest Program
Valerie Langer, BC Coast Director Catherine Grant, Campaigner Josh Buswell Charkow, Campaigner Karen Tam Wu, Forestry Advisor Gabrielle Kissinger, Policy Advisor Marlene Cummings, Campaigner Lafcadio Cortesi, Markets Director Jenn Nelson, Assistant Bernardo Reyes, Chile Director Leah Henderson, Campaigner
Climate Program
Gillian McEachern, Senior Campaigner Sharon Kurtz, Program Assistant
Paper Program
Ginger Cassady, Senior Campaigner
Corporate Action Program Daniel Hall, Associate Director
Organizing Department
Linda Wells, Organizing Manager Kim Marks, Outreach Coordinator
Communications Department Will Craven, Media Officer Alex Vanderweele, Associate Corrine Ball, Online Specialist Molly Samuel, Coordinator
Administration, Finance and Development Departments
Sue Danne, Operations Manager Dan Ross, Office Manager Allison Delauer, Associate Director Ken Bronstein, Finance Director Paras Uphadyay, Senior Accountant Sharon Rose, Associate Tom O’Leary, Grant Writer Eric Cleveland, Bookkeeper Sarah Gillett, Assistant
Be part of our solution
When you give to ForestEthics, you have the satisfaction of knowing you’ve made a tangible difference in the struggle against forest destruction and climate change. Because of your support for our work, Endangered Forests totaling 67 million acres of Endangered Forests—an area the size of Colorado—are secured for protection. We’ve also secured major environmental commitments from dozens of the world’s largest corporations, including Staples, Dell, Limited Brands, Office Depot and FedEx. Your continued support will allow us to protect even more Endangered Forests—for the people and wildlife that call them home, and for all of us.
There are many ways you can make a donation to ForestEthics: • Visit www.forestethics.org/donate; • Call us at 1-800-725-0087; • Or, find other ways to give at www.forestethics.org/ways-to-give. ForestEthics would like to thank the thousands of grassroots supporters, volunters, donors, and concerned citizens in the US, Canada and Chile who make our work possible.
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Right: Inland Temperate Rainforest. Back cover: Do Not Mail campaign Elvis Stamp.
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