Strategic Plan 2005-2008 INTRODUCTION TO CPC Central Pennsylvania Conservancy (CPC) was founded in 1981 to address pressing environmental concerns in the greater Harrisburg region. Early recycling education efforts helped establish statewide mandates on municipal recycling. CPC's mission has evolved to focus on land conservation that protects the natural and cultural resources of the central Pennsylvania region. The Conservancy's motto is, "Conserving for Tomorrow...Today." CPC has had many successes through the years operating largely as an all-volunteer organization guided by a very enthusiastic Board of Directors and supported by a membership dedicated to preserving the region's high quality of life. As opportunities to conserve the region's resources continue to grow, so too must CPC. In response, CPC has hired professional staff and undertaken development of its first strategic plan. With projects in eight central Pennsylvania counties including Dauphin, Cumberland, Perry, Juniata, Mifflin, Huntingdon, Snyder and Franklin, CPC has defined its future vision, mission and conservation priorities within this region the Conservancy considers "the heart of Pennsylvania." This plan represents an effort to define the direction for CPC for the next three years. The planning process was a collaborative effort between the CPC Board of Directors and staff. It also included significant input from partners, members and other regional stakeholders. CPC is committed to reviewing the plan at an annual planning retreat and updating as needed. The plan will be used as a guide to develop annual work plans for staff and committees. Additionally, complementary fundraising and conservation plans will be developed based on the goals and strategies contained herein. VISION STATEMENT Central Pennsylvania Conservancy (CPC) has a vision of the future that drives its work as an organization and engages its members in support of its efforts. Protected mountain ridges will provide scenic views, wildlife habitat and ecosystem function throughout the region. Prime farmland will remain vital and fundamental to the local economy. Regional water resources will continue to provide life-giving nutrients and vitality to the landscape and the people who live there. The region's cultural heritage will be a valued and prominent part of the community fabric. Recreational opportunities will be available on protected lands throughout the central Pennsylvania region. Strategic Plan Page 2 Central Pennsylvania Conservancy Adopted November 2005 This same vision will also guide the way CPC does business as a local community institution. CPC will be a recognized and respected leader for conservation in the "heart of Pennsylvania." CPC will be a catalyst for effective and enduring partnerships working to improve the quality of life for residents of the region. CPC's diversity of programs will help ensure a balanced approach to protection of the region's most important natural and cultural resources with support for enhancement of local economies. MISSION STATEMENT To conserve natural and cultural resources for the benefit of current and future generations through the protection of open space in the central Pennsylvania region. VALUES OF THE CONSERVANCY Central Pennsylvania Conservancy pledges to its constituents that it will never falter in its attempt to achieve its vision. The Conservancy will continually monitor societal trends and opinions to ensure fulfillment of its mission. Furthermore, CPC's goals and strategies will be updated regularly as successes are realized and external constraints and opportunities shift. The Conservancy will continue to hold itself to the highest set of guiding standards feasible in fulfilling its mission and sustaining its vision for conservation in "the heart of Pennsylvania." Although there are many important principles that guide its work, Central Pennsylvania Conservancy emphasizes the following values as core to its efforts: The Conservancy believes in its obligation to maintain and improve the "quality of life" for future generations, which includes opportunities to experience an unspoiled natural environment. The Conservancy strives to build effective partnerships to achieve every objective. The Conservancy believes in the preservation of sustainable working landscapes and fostering a conservation ethic of connectivity between people and the land. The Conservancy emphasizes the important connection between land stewardship and water resource protection. The Conservancy believes that economic development and environmental protection are complimentary community goals, and that open space and a healthy environment are essential elements of an effective economic development strategy. The Conservancy places high emphasis on protecting and connecting natural areas because these connections are crucial for the preservation of the region's biodiversity. Strategic Plan Page 3 Central Pennsylvania Conservancy Adopted November 2005 The Conservancy believes the permanent protection of aesthetically pleasing views of forested mountain ridges, rolling farmland and clean streams is a benefit to society worthy of conservation efforts. PROGRAMMATIC GOALS AND STRATEGIES 1. The most important natural and cultural resources of the region are preserved in perpetuity. a. Identify and prioritize the most critical landscape areas for proactive protection. b. Engage landowners in priority areas to lead them to permanently protect their properties. c. Respond to opportunities presented in non-priority areas that may lead to protection of high value conservation properties. d. Steward the conservation values of lands protected by the Conservancy. 2. Communities in the region embrace private land conservation as a tool to protect important community values. a. Target education and outreach efforts to landowners and landowner advisors. b. Work with public ag ies and elected o enc fficials to improve public policies that affect private land owners and conservation options. c. Utilize our network of conservation partners and supporters to lead efforts to raise support for important local conservation initiatives. d. Develop consistent and compelling messaging and provide public engagement opportunities to ensure widespread organizational recognition and support of CPC's mission. ORGANIZATIONAL GOALS AND STRATEGIES 3. The Conservancy has the organizational structure and capacity to fulfill its mission and achieve its long-term vision. a. Create a strong, diverse and engaged board of directors to govern and support the Conservancy through active fundraising. b. Provide the structure (governance) and infrastructure (equipment and facilities) needed to support the work of the Conservancy. Strategic Plan Page 4 Central Pennsylvania Conservancy Adopted November 2005 c. Develop the professional staffing to guide management of the Conservancy. d. Develop alliances that enhance our capacity, effectiveness, and community support. e. Develop opportunities and coordinate volunteers each to assist with projects, outr and program management. 4. The Conservancy has a stable and growing base of financial support. a. Build an annual giving program that emphasizes support from high-donor contributions. b. Build a larger and broader membership across the region that provides a stable financial base for personnel and operational support. c. Seek grants and develop campaigns to support programs and special initiatives. d. Build an endowment to support cons ship and operations. ervation, steward e. Explore unconventional programs for widespread opportunities to contribute to conservation in the region. Strategic Plan Page 5 Central Pennsylvania Conservancy Adopted November 2005 DETAILED SCOPE OF WORK AND TIMEFRAME Goal 1: The most important natural a nd cultural resources of the region are preserved in perpetuity Strategy 2005-2006 2006-2007 2007-2008 Identify and Develop a Review the Review the pr ioritize the mo st comprehensive conservation plan conservation plan critical landscape conservation plan for annually for strategic annually for strategic areas for proactive CPC's service area effectiveness effectiveness protection Collect landscape Expand GIS Develop GIS maps for information and capabilities in-house all key resources and assessment results or partner with project priorities as an from other organizations to ongoing element of organizations to develop higher level conservation planning define critical areas in analysis of CPC CPC service area regional priorities Develop land Implement, review Implement, review protection policies to and update policies as and update policies as guide land transaction needed needed process Develop and maintain Ongoing database for tracking requests from landowners Collect Ongoing parcel/landowner information for priority areas and enter into database Use Southern Perry Co. Watershed Conservation Plan to identify priorities Strategic Plan Page 6 Central Pennsylvania Conservancy Adopted November 2005 Goal 1: Th e most important natural and cultur al resources of the re gion are preserved in perpetuity Strategy 2005-2006 2006-2007 2007-2008 Enga ge landowners Develop information Host landowner Ongoing in priority areas to packets on CPC and workshops in lead them to landowner conjunction with permanently protect conservation options partners throughout their properties CPC service area Apply conservation Ongoing plan priorities and criteria to proactively pursue up to five projects annually Work with partners in Expand riparian Ongoing Juniata River protection initiative to watershed to engage other central Pa. at least two riparian watersheds in landowners for partnership with local conservation groups easements Work with Kittatinny Begin one acquisition Ongoing Coalition partners to campaign and five engage landowners of conservation priority parcels in easements on Blue discussions on Mountain protection options Engage farmers in Implement five Ongoing Important agricultural Agricultural Areas conservation with protection easements annually options Respond to Negotiate options Ongoing Ongoing opportunities in non- with landowners who priority areas that approach CPC to may lead to protect properties in protection of high non-priority areas that value conservation meet criteria in properties conservation plan Strategic Plan Page 7 Central Pennsylvania Conservancy Adopted November 2005 Goal 1: The most im portant natural and cul tural resources of the re gion are preserved in perp etuity Strategy 2005-2006 2006-2007 2007-2008 Steward the Develop baseline Ongoing Ongoing conservation values documentation and of lands protected by conservation plans for the Conservancy all CPC properties Develop stewardship Review/update as Ongoing policies for CPC needed properties/easements Recruit/train land Recruit six additional Ongoing steward volunteers to land steward monitor CPC volunteers and hold properties annual training Develop and Review/update as Ongoing implement monitoring needed guidelines Monitor all CPC Ongoing Ongoing properties/easements Define stewardship Review/update as Ongoing contribution request needed guidelines Strategic Plan Page 8 Central Pennsylvania Conservancy Adopted November 2005 Goal 2: Communities in the region embrace private land conservation as a tool to protect important communi ty values and recognize CPC as the regional conservation partner Strategy 2005-2006 2006-2007 2007-2008 Target education Develop information Work with partners to Ongoing and outreach efforts packets on CPC and hold landowner to landowners and landowner workshops throughout landowner advisors conservation options CPC service area Develop list of Host meetings of Ongoing landowner advisor landowner advisors to groups to target promote conservation options for landowner clients Work with public Meet with one third of Ongoing Complete meetings agencies and elected all municipalities in with all municipalities officials to improve CPC service area to in CPC service area public policies that introduce affect private land conservation options owners and conservation options Develop CPC Prom CPC ote key Ongoing positions on key positions in policy issues affecting discussions with land use and public officials conservation Become engaged in Ongoing Ongoing local and county planning efforts where appropriate Strategic Plan Page 9 Central Pennsylvania Conservancy Adopted November 2005 Goal 2: Communities in the region embrace pr ivate land conservation as a tool to protect important community values and recognize CPC as the regional conservation partner Strategy 2005-2006 2006-2007 2007-2008 Utilize our network Raise support for of conservation Cumberland Co. Open partners and Space Plan supporters to lead efforts to raise Participate on Ongoing support for Cumberland Co. Open important local Space Steering conservation Committee initiatives Seek additional local Ongoing municipal conservation initiatives to support Develop strategy for Implement strategy Ongoing supporting ballot campaigns, including email alerts, website postings, partner network Develop consistent Use strategic plan and Update printed CPC Ongoing and compelling updated mission to material and produce messaging and develop new end-of-year report provide public marketing plan highlighting successes engagement opportunities to Upgrade website to Upgrade to ability to Ongoing ensure widespread make it more accept credit cards organizational informative and and make website recognition and interactive more fundraising support of CPC's capable mission Update CPC display Ongoing to highlight Ongoing for use with outreach new initiatives efforts Attend public events Ongoing Ongoing throughout region to introduce CPC and conservation issues Strategic Plan Page 10 Central Pennsylvania Conservancy Adopted November 2005 Goal 3: The Conservancy has the organ izational struc ture and capacity to fulfill its mission and achieve its long-term vision Strategy 2005-2006 2006-2007 2007-2008 Create a strong, Recruit board Ongoing Ongoing diverse and engaged members to add board of directors to fundraising diversity govern and support to the board. the Conservan cy Complete update of Update as needed Ongoing board member handbook Recruit ne d w Boar Ongoing Ongoing members based on grid analysis needs Develop clear roles and job descriptions for board members Establish non-board Implement term limits Strengthen leadership opportunities for transi e tions within th governing volunteer board involvement Develop clear expectations of board members Develop board Send board member Ongoing e m mber orientation to regional and and training program national training programs Develop self- Evaluate board Ongoing evaluation process for annually board Strategic Plan Page 11 Central Pennsylvania Conservancy Adopted November 2005 Goal 3: The Conservancy has the organizatio nal structure and capa city to fulfill its mission and achieve its long-term vision Strategy 2005-2006 2006-2007 2007-2008 Set up board and Recruit as needed Ongoing program committees Develop committee Review as needed Ongoing job descriptions and identify committee members/chairs Identify appropriate Strengthen Ongoing advisors involvement of advisors to support the board Provide the Complete and adopt structure personnel policies and (governance) and employee handbook infrastructure (equipment and Research options for Implement staff facilities) needed to staff pension plan pension plan support the work of the Conservancy Formalize staff job descriptions/goals Implement revised Evaluate staff Ongoing staff evaluation annually process Develop annual work Ongoing Ongoing plans and budgets to implement strategic plan Conduct annual Ongoing Initiate a planning retreat for comprehensive review and update of strategic plan revision strategic plan Upgrade membership Integrate me rship mbe database software database with website Strategic Plan Page 12 Central Pennsylvania Conservancy Adopted November 2005 Goal 3: The Conservancy has the organizatio nal structure and capa city to fulfill its mission and achieve its long-term vision Strategy 2005-2006 2006-2007 2007-2008 Develop the Develop a staff Hire project staff Hire development professional staffing development plan to staff to guide guide staff expansion management of the decisions Conservancy Identify opportunities Engage staff in Ongoing and funding support regional and national for staff training training programs Develop alliances Explore opportunities Explore potential for Ongoing that enhance our for collaboration with mergers with smaller capacity, neighboring land or neighboring land effectiveness, and trusts, watershed trusts to increase community support associations and regional capacity and conservation effectiveness organizations Explore opportunities to offer technical assistance to other organizations on fee basis Develop Develop volunteer Maintain veteran Ongoing opportunities and recruitment and volunteer involvement coordinate development plan to volunteers to assist add program with projects, volunteers as unpaid outreach and staff program management Develop training Recruit and train six Ongoing program for six new land stewards volunteer land stewards Establish program for Recognize, publicize Ongoing volunteer recognition contributions of volunteers Strategic Plan Page 13 Central Pennsylvania Conservancy Adopted November 2005 Goal 4: The C onserva ncy has a stab le and growing base o f financial support Strategy 2005-2006 2006-2007 2007-2008 Build an annual Implement Develop and Review and update giving program that development plan for implement development plan emphasizes support operating expenses fundraising activities from high-donor contributions Develop formalized Hold donor Ongoing major donor outreach, cultivation solicitation and dinner/event recognition program Finalize literature on Work with board Establish connections high donor members to identify between donors and "Guardian" program contacts through board members personal lists Finalize literature on Visit 15 corporations Visit 25 corporations corporate membership to solicit annual to solicit annual program and visit five corporate membership corporate membership corporations to solicit annual corporate membership Cultivate corporate Ongoing Ongoing relations for event sponsorship Promote employer Ongoing Ongoing matching programs Strategic Plan Page 14 Central Pennsylvania Conservancy Adopted November 2005 Goal 4: The Conservancy has a stable and growing base of financial support Strategy 2005-2006 2006-2007 2007-2008 Build a larger and Explore trading and Implement aggressive Ongoing broader membership renting membership member acquisition across the region that lists program using direct provides a stable mail appeals to rented financial base for and traded name lists personnel and opera tional support Compile board Ongoing Ongoing members' contact lists for solicitation Target solicitation Ongoing Ongoing efforts into underrepresented areas Hold events in key Ongoing areas and highlight local CPC projects and initiatives Seek grants and Develop list of Annually review Ongoing develop campaigns to priority projects based on strategic support programs plan and special initiatives Research foundations Make contact to Ongoing for program, foundation officers operational, and and leaders to develop capacity building proposal ideas and support submit proposals Research government Submit proposals Ongoing grant programs for applicable support Kick-off major Ongoing Ongoing until new fundraising campaign strategic plan or goal tied to strategic plan reached Seek challenge Ongoing Ongoing grant(s) Strategic Plan Page 15 Central Pennsylvania Conservancy Adopted November 2005 Goal 4: The Conservancy has a stable and growing base of f inancial s upport Strategy 2005-2006 2006-2007 2007-2008 Build an endowment Research foundations Submit proposals Ongoing to support to support endowment conservation, stewardship and Develop Explore strategies for Ongoing financial operations p com rehensive investing stewardship review endowment and gift and land protection acceptance policies funds Formalize Implement Ongoing stewardship request policies Develop planned Set up meetings with Market planned giving program for estate planning giving options to most endowment support professionals to loyal members and promote CPC major donors endowment support Explore Explore opportunities Implement nominal Ongoing unconventional to work with local fee charges on hotel programs for merchants to collect rooms, purchases at widespread nominal fees from outdoor/specialty opportunities to customers to support retailers, purchases at contribute to conservation nurseries, etc. conservation in the region Develop fee-for- Engage in initial Expand fee-for- service program for marketing to test service to broader conservation effectivenes e- s of fe audience of potential easement, baseline for-service customers documentation, legal review services