Standard 5: Philanthropy and Fundraising
The land trust conducts philanthropy and fundraising activities in an ethical and responsible
manner.
Background
Raising money through philanthropy and fundraising activities is a critical and ongoing activity for every active land trust. Philanthropy is a voluntary gift eligible for a tax receipt. Fundraising activities generally include some type of benefit to the supporter such as at a special event, lottery or gaming, for which no receipt may be issued. Land trusts should approach fundraising as a way to build longtime supporters and friends of their conservation mission. Charitable solicitations and fundraising activities should be undertaken not only with an eye toward meeting short-term needs, but also with an understanding of how philanthropy and fundraising practices affect the long-term credibility of the land trust. A good source of charitable giving standards is Imagine Canada, an organization formed in 2004 with the joining of the Canadian Centre for Philanthropy (CCP) and the Coalition of National Voluntary Organizations (NVO). Imagine Canada’s standards can be found on the website: www.imaginecanada.ca
Relevant Law
- Canada Revenue Agency policy interpretation of Income Tax Act, SC 1985, c. I; see
- Canada Revenue Agency policy interpretation of Income Tax Act, SC 1985, c. I; see:
- Personal Information Protection Act, SBC 2003, c. 63
- Personal Information Protection and Electronic Documents Act, SC 2000, c. 5.
PRACTICE
D. Marketing Agreements
Prior to entering into an agreement to allow commercial entities to use the land trust’s logo, name or properties, the land trust determines that these agreements will not impair the credibility of the land trust. The land trust and commercial entity publicly discloses how the land trust benefits from the sale of the commercial entity’s products or services.
Background
Occasionally, a land trust may enter into a marketing agreement that allows the organization’s name, land or logo to be used by a commercial entity in return for financial support (for instance, when a land trust’s logo is used on a commercial product and a portion of the income from the sale of that product is then given to the land trust). This practice suggests that these agreements be approached cautiously, that the activity not impair the credibility of the land trust and that any financial benefit to the land trust be clearly disclosed to the public.
Assessment Questions
BC Assessment Questions
- Does the land trust analyze the costs and benefits of any marketing agreements?
- Does the land trust disclose any financial benefits of marketing agreements to the public?
- Does the land trust review potential agreements and research potential partners to be sure they will not impair the land trust’s credibility?
- How does the land trust determine what businesses use the land trust’s name in its marketing – is there a written agreement in place following any agreed on services including pro-bono, in-kind, supportive recommendations, agreements for use etc?
CLTA Assessment Questions
- Does the land trust allow commercial entities to use its logo, properties or name?
