Organizational goals
This section describes Greenstand's range of goals to propel development of the Treetracker solution.
Program Goals
Continue expanding our technical service to increase the quality of functionality; see technology goals below for more details.
Employ 5000+ farmers to plant trees by 2025
Verify 1 billion trees from projects around the world
Expand the Treetracker platform to more urban projects
Support additional advanced integrations
Financial Goals
Secure diverse and stable funding streams that will offer long-term support to Greenstand’s operations and mission so that the largest impacts in the most underserved communities might be felt.
Secure $3.8M by the end of 2021 to accomplish strategic goals over the next 18 months
Secure support for an annual budget of $1.5 million by 2030
Facility Goals
Greenstand is a fully remote organization, with contributors telecommuting from 6 continents. Over the last year, the COVID-19 pandemic has brought countless volunteers our way, helping us advance our mission and technical service offerings. By continuing to function as a remote team, Greenstand is able to ensure that the majority of funding received is used to support our mission, service provision, and, of course, our contributors who make it all possible, rather than covering expensive overhead costs.
Technology Goals
Expansions to the existing Treetracker tech stack include:
Completion of Domain Model migration and implementation
Increased data pipeline functionality on edge networks
Advancements to automated tree species identification
Design and deploy manual repeat monitoring / capture matching tool
Implement rudimentary proof of planter payment tool
Technical build & deployment of trees’ relative impact valuation (RIV) criteria as a component of the Tree Value Matrix
Improvements to dashboard statistics & data visualizations
Increased efficiency in token creation, transfer, & reporting
Implementation of robust data reporting protocols
Global scaling
Governance Goals
Greenstand will continue to recruit high quality individuals who can offer committed expertise, support, and passion to the organization through service as a Board Member. Organizational goals include:
Further develop board understanding of Greenstand’s technical capabilities
Recruit additional talent to the Board of Directors that offers technical expertise
Create a shared organizational understanding through dissemination of division specific handbooks
Develop our global team according to Greenstand’s Diversity, Equity, and Inclusion Policy
Human Resources Goals
Greenstand’s contributors are the backbone of Greenstand. Volunteer positions will continue to be a vital component of Greenstand’s organizational success globally with our virtual team, as well as in the regions we serve. Aside from volunteer capacity, goals related to our core team include:
Support a core team of 10+ individuals as employees, instead of contractors
Marketing Goals
Greenstand seeks to employ a marketing intern to conduct a SWOT analysis that will lead to the recommendation of an overall marketing strategy for Greenstand that can be implemented over the course of three years at the lowest possible cost. These goals include:
Overall Goals
Create a unified communications and marketing strategy
Create a brand kit to support this strategy, particularly to enhance our social media presence
Increase donor contacts & donations
Increase paid service users
Increase volunteers & organic marketing
Specific Goals
Recruit for Brand Strategist and/or Social Media Marketing volunteer
Grow brand awareness & recognition of leaf logo
Increase activity of Treetracker Liaison on UpLink platform
Improve quality and quantity of content produced
Increase the reach of content via multi-channel marketing
Focus on #GivingTuesday and End-of-Year donation campaigns
Measurable Goals
Increase Awareness
Add 100 new planting organization contacts to mailing list over the next year
Increase newsletter open-rate & click-through-rates by 10-15%
Increase social media engagement & click-through-rates by 5-10%
Increase Donor Engagement
Add 50 new contacts to N4G database every month
Increase annual donations by 50% over next year
Reach 75% donor retention rate over next year
Campaign Purpose
Greenstand has yet to implement a fundraising or marketing strategy in our long-term organizational plans and has now outgrown the phase of inception. These tools have become pertinent to the organization’s success in driving the mission forward.
Key Budget Items
Technology Development = $1.5M
Science Team = $369,635
Operations = $799,320
Sales, Marketing, Fundraising & Partnerships = $234,017
Design & Media = $250,000
Finance Team = $183,100
Launch Testing & In-Person Training = $278,517
Employee & Miscellaneous Costs = $185,411
TOTAL = $3,800,000
Funding Application
Greenstand most desperately needs funds to support its various personnel; to date, our team has been primarily volunteer-based with some contributor contracts offered for a limited time. High-level developers are difficult to secure on a volunteer basis, which has hampered the growth of Greenstand’s tech stack. Without ongoing monetary support for our operations team, consistency will be a major roadblock. When Greenstand is able to support its staff financially, then we will be able to overcome our technological hurdles and begin to scale. This will allow us to bring on more tree-planting organizations, initiatives, and projects and thereby provide payments to some of the most impoverished people in the world.
Donor Stewardship
Greenstand is assigning core personnel to the task of designing and administering a Major Gifts Campaign beginning in spring 2022. The following gift appreciation elements are included in Greenstand’s current gift acknowledgment procedures:
Individual donors receive email thank you within a week of first-time donation and important details about their tax-deductible donation
Donors are placed on our virtual newsletter mailing list to stay current with accomplishments and challenges facing the organization through Annual Reports and Newsletters
Donor Stewardship Goals
Donors over $500 yearly contributions displayed on recognized in Annual Report and on website as “Greenstand Champions”
Recognition Event following the close of Major Gifts Campaign in 2031, scheduled to close with the end of the UN Decade on Ecosystem Restoration
Last updated