How does NCC measure success?
We take a long view in measuring success – a view that goes well beyond a single generation. But even if success is dozens or hundreds of years in the making, we still need to constantly ensure that we are on track.
Our five-year strategic plan outlines short-term (annual) and longer term goals against which we can measure our performance. By reporting against these goals on a quarterly basis to our Board of Directors we keep watch over the course we are steering, correcting as necessary to stay on course.
We continue to prioritize operational efficiency, ensuring an appropriate balance between how much of our donations are spent on overhead (including fundraising and communications) and how much flows through to fund our programs. We also have come to pay close attention to outcomes — the positive impact that NCC’s activities have on conservation in Canada, which we believe is a more tangible way for donors to see what their investment in NCC has achieved.
As we embark on a new capital campaign, we have in place a number of inspirational “stretch goals” — goals that we may not meet, but that we believe are worth the challenge. Among these stretch goals, we now include the degree to which we engage individuals in conservation (through events, Conservation Volunteers, internships, visiting properties).
The more we can engage Canadians in the protection and celebration of our natural heritage, the more successful NCC is at fulfilling its mission. We are proud to see the number of people involved in conservation activities increasing from coast to coast.