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 mhoney@responsibletravel.orgmhoney@responsibletravel.org

Jill TalladayJill Talladaytalladayj@aol.comtalladayj@aol.com

Managing Guest Expectations

• [Jill: I’ll put this together tonight]

Marketing, Fundraising & Communicating

• [Jill: I will put this together]