Travelers’ Philanthropy: Giving Time, Talent &Treasure
Martha Honey, Co-Director, CRESTJill Talladay, Tourism Consultant
Travelers’ Philanthropy WorkshopCape Cod Hospitality Marketing Association
Thursday, March 22, 2012
Center for Responsible Travel
fil-an'-thro-pilove + humans
the act of helping people
Philanthropy is an act of helping based on love or strong caring.
Definition:
The Good Samaritan
Painting by Rembrandt
Definition of Travelers’ Philanthropy
… tourism businesses and travelers making
concrete contributions of ‘time, talent, or
treasure’ to local projects that are beyond
what is generated through normal tourism
business transactions.
Travelers’ Philanthropy is… Helping tourism businesses become actively involved as
‘good citizens’ in their host communities.
Enriching the travel experience through meaningful, culturally sensitive, and productive interactions with people in the host communities.
Generating travel resources to assist local projects that provide ‘a hand up’, not ‘a hand out’: to promote social empowerment, sustainable long term development, and environmental conservation in host destinations.
Travelers’ Philanthropy: Deepens Meaning of Responsible
Tourism
3 legs of
Responsible Tourism
Benefits to conservation
Benefits to communities
Guest education
Travelers’ Philanthropy
Origins of Travelers’ Philanthropy within the
Travel Industry Relatively new concept
Name coined in 2001 by U.S. organization:
Held 2 small meetings for tourism businesses
2003: CREST took over: Developed multi-dimensional program
Travelers’ Philanthropy Model
TourismCompanies
GuestContributions
CSRStatement/
Certification
CorporateContributions
Local Projector NGO
TransportRestaurantAccommodationChains
Tour Operators
National Forest Service
New York RestorationProject
Change for Children
IntrepidFoundation
Vail Resorts & RockResorts
Travelers’ Philanthropy Documentary:
Travelers’ Philanthropy Promotional Video Clip
Travelers’ Philanthropy Today
Growing corporate social responsibility within the tourism industry
Civic-minded travelers and travel businesses giving “time, talent & treasure”
New source of development aid to host communities Coalescing into more organized “best practices” Grown exponentially, with many millions flowing into
community projects Capturing media attention
“Travel philanthropy is now core to sustainability,” said David Krantz, program director for the Center for Responsible Travel (CREST).
Pioneer Companies
Moving Toward Mainstream
Why are Companies Involved?
Vanguard are ecotourism companies with strong social & environmental ethic
Rising needs in poor countries ~ shrinking government budgets & donor aid
“Insurance policy” ~ easier to do business in
host community Offers marketing differentiation Increases staff pride and commitment
Increasing consumer interest & demand
Consumer Support for Travelers’ Philanthropy
70% of upscale U.S. travelers would pay $150 more for hotel with “responsible environmental attitude.”
46 million U.S. travelers chose companies that “donate part of their proceeds to charities.”
In U.S., individuals represent largest single source (75%) of philanthropic dollars: est. $230 billion/year.
CREST’s study in Osa Peninsula, Costa Rica found travelers expressed willingness to contribute $68 to community programs.
Therefore well organized travelers’ philanthropy initiatives hold great potential for generating increased and sustained contributions
.
Some Ways to Give Backto Communities & Conservation
Business or staff gives in-kind or financial support or provides time & expertise
Organized tours or interaction with local projects integrated into the tourism experience
Fee split between tour operator and project
Guests contribute money, supplies and/or volunteer to projects identified by tourism businesses
Tourism company (hotel, tour operator, attraction, restaurant) helps connect travelers with community projects Solicits donations; add on to room night or restaurant bill
17
How Big is Travelers’ Philanthropy?
• Grown exponentially~ thousands of companies• Well organized programs show success.
• Lindblad Expeditions raised $4.5m in donations in Galapagos in decade
• Myths & Mountains’ READ Global Fund raised over $10m in 20 years.
• Virgin Airlines raises over 1 million lbs/year for children.
• But total amount of giving unknown. • “Most companies keep no records and very few have systems in
place to be able to easily report how much is raised by companies, staff and travelers.” (2009 :Travel Philanthropy Report, UK)
But…
‘Doing good’ doesn’t always
mean ‘doing right’… Unintended consequences of ‘giving’:
Dependence, divisions, favoritism Volunteers can take jobs from locals
Businesses lack “development” & nonprofit expertise
Hard to identify right projects & partners
Impacts on community & conservation if tourist $’s or volunteers dry up How to ensure longevity of donations
How to give a hand up, not a handout
“Give a man a fish; you have fed him for today. Teach a man to fish; and you have fed him for a lifetime”
- Author unknown
This is where CREST Comes in Travelers’ Philanthropy Website:
www.travelersphilanthropy.orgwww.travelersphilanthropy.org Donations portal
Trainings companies, community organizations, NGOs, tourism associations, governments, aid agencies, foundations
Tool Kit Video documentary Short Course Experts Bureau Travelers’ Philanthropy Handbook
Conferences: 2004, 2008, 2011
Travelers’ Philanthropy Site
www.travelersphilanthropy.com
Website: Donations Portal
www.travelersphilanthropy.org
2nd Travelers’ Philanthropy Conference
December 2008 ~ Arusha, Tanzania
…. 230 participants from around the world
3rd International Travelers’ Philanthropy Conference June 2011 ~ Monteverde, Costa Rica
150 participants 20 countries
New idea…
Destination Wide Travelers’ Philanthropy Funds
Potential to raise more support, involve more businesses and organizations.
Through community consultation develop a common list of community & conservation projects.
Create democratically selected committee & transparent processes oversee Fund.
Through tour businesses, solicit donations &/or volunteers for these projects.
Create common marketing materials, tours, presentations.
Monitor, evaluate projects; solicit new projects.
Monteverde, Costa Rica
Organizational Structure: Monteverde Project
Model for Pilot Project Monteverde, Costa Rica
Monteverde Institute:Institutional Supporter
Advisory Committee:6 community members
Plus:1 staff person
Local Project
Seed Funding
/Expertise
Participating Business
Why Cape Cod?
Help preserve environment &
cultural heritage
Connect visitor to Cape & Islands-
Enhance the visitor experience
Reach more socially responsible visitors who spend more money
Generate greatly needed resources for projects and nonprofits
Travelers’ Philanthropy SurveyMarch – April 2011
Online survey of businesses by GWU graduate students 20 questions 32% responded (67 out of 211)
Survey findings: 86% had not heard of of Travelers’ Philanthropy 51% contributed each year to one or more community
organizations or projects Amount of donations ranges from $50 to $100,000 /year
Mean average = $7790
Survey of Cape Cod Businesses
Cape Cod Destination-wide
Traveler’s Philanthropy
Initiative
• “Care for the Cape & Islands”
• First CREST destination-wide Initiative in North America
• Headed up by Jill Talladay
Care for the Cape & Islands:Steps Taken To Date
1. Discussed idea with Cape businesses
2. Assembling Advisory Committee
3. Developing Pilot Program to launch late spring 2012
4. Created basic website
5. Bookmark
6. Researched other existing programs
7. Researched potential projects
8. Exploring fiscal sponsorships
9. Writing business plan
Care for the Cape & Islands Website
www.careforthecapeandislands.com
Possible Community Projects ~ Some Candidates
Coast Guard Heritage Museum
This museum aims to preserve the long and exciting history of the US Coast Guard
The Provincetown Center for Costal Studies
The Provincetown Center for Costal Studies is dedicated to the issues of ecosystem management, habitat protection, and marine mammal and
marine wildlife conservation. They collaborate with shipping companies, fishermen, municipal leaders, and government officials. In order to
preserve natural habitats and ecosystems, the Center is comprised of policy makers, scientists, managers, and professors.
Cape Cod Museum of Natural History
Founded in 1954, this museum is dedicated to education and exploration through exhibits of local ecosystems, animals, and costal change. It is compromised of a museum of natural history, a nature education center, and a steward of 400+ acres of land next to the museum.”
National Marine Life CenterNMLC is a nonprofit dedicated to the treatment of sea turtles and seals, mentioning future plans for dolphins, porpoises, and small whales. They also focus on public outreach and education by reach out to schools and even other states. They are
comprised of scientists, educators, and management professionals.
Cape & Islands Historical Association
This Association is a database for historical landmarks and museums on the Cape of Massachusetts. The site breaks down the different
areas of the Cape and provides respective links or each museum or site. In addition to acting as a database, the website provides an
events calendar throughout the region.
Mass Audubon: Protecting the Nature of Massachusetts
This organization works on a number of different levels to promote conservation and
sustainability. They work through the study and implementation of advocacy, land protection,
conservation science, and climate change and energy. Reaching out to the public and running camps and educational programs for children is
another way that they push forward their message..
Possible Model: Care for the Cape & Islands
/Expertise
Participating Business
Advisory CommitteePlus
1 Staff Member
Institutional Supporter
SeedFunding
Hotels
Restaurants
Tour Operators
Attractions
Gift Shops
Transportation
Local Projects
How Travelers’ Philanthropy Could Work on the Cape?
1) Regions or towns select project(s) to be
supported by businesses in that area
2) Individual businesses select their own projects
to support
Both options have common: Brand such as “Care for the Cape & Islands” Advisory board & staff Website & promo materials Financial management
Hotels That Help: Joie de Vivre Gives
Hotel Adagio
Oregon Travel Philanthropy Fund
Funding Themes
oCarbon footprint reduction
oCommunity infrastructure
oSense of place
oEnvironmental stewardship
oFood & culture
Double Diamond Lodge
Bed and Breakfast
Businesses
Possible Model: Care for the Cape & Islands
/Expertise
Participating Business
Advisory CommitteePlus
1 Staff Member
Institutional Supporter
SeedFunding
Hotels
Restaurants
Tour Operators
Attractions
Gift Shops
Transportation
Local Projects
Travelers’ Philanthropy: Care for the Cape & Islands
Visit our websites:Visit our websites:www.travelersphilanthropy.orgwww.travelersphilanthropy.org
www,careforthecapeandislands.orgwww,careforthecapeandislands.org
Thank you!Thank you!
Martha Honey Martha Honey [email protected]@responsibletravel.org
Jill TalladayJill [email protected]@aol.com
Managing Guest Expectations
• [Jill: I’ll put this together tonight]
Marketing, Fundraising & Communicating
• [Jill: I will put this together]