OTTAWA, Ontario--(BUSINESS WIRE)--The Canadian Wildlife Federation is finding that implementing several ‘Green’ initiatives is pleasing donors and leading to more efficient and successful donor communications and operations. The wildlife conversation group, founded in 1962, now represents more than 300,000 members and supporters across Canada.
“We start with the approach that people want to be part of the solution when it comes to helping the environment and wildlife and we find this leads to more actions we undertake and share with our supporters,” says Rick Bates, Executive Director of CWF. “We give people the maximum opportunity to support environmental issues and do so in a way they respect and appreciate. We feel this helps tighten bonds between us and our advocates.”
Bates says the CWF recently conducted an assessment of the organization’s carbon footprint so CWF could have a picture of its total operation and environmental impact. This exercise led to a reduction in travel which led to more centralized meetings. The wildlife group also reviewed their direct mail campaigns so production of marketing communications would reduce waste and be more efficient.
“We weigh our direct mail quantity so that we avoid over-mailing by better targeting, which helps the environment by being more efficient with paper resources,” says Bates. “We know direct mail is effective but we offer our donors monthly giving options to preclude sending them 12 monthly mail packages which reduces resource use. We are aiming at more balanced marketing using direct mail and online communications and we get positive feedback from donors who share our core priority to help the environment while we raise funds to help our wildlife. If our donors feel we are too resource heavy in our mailings, using too much hard plastic for example, we hear from them.”
Bates says the CWF installed more solar units at the central office, which now has 36 solar panels. Additionally, CWF is focusing on greater recycling efforts and also supports/maintains natural walking trails adjacent to their facility for people to enjoy wildlife and nature.
“CWF is one of the few organizations we work with that has gone to the lengths of performing an enterprise carbon assessment,” says Adam Freedgood, Director of Business Development for Quadriga Art. “This would be a transformational first step for all non-profit organizations with direct mail intensive fundraising strategies as well as heavy online programs, regardless of their mission.”
“CWF is helping lead the way in posing the new question for non-profits which is to ask how they can raise more money with less investment while reducing environmental impact from both marketing and enterprise operations,” says Freedgood.