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STRATEGIC
PLAN
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INTRODUCTION For nearly four decades, Bird Studies Canada (BSC), formerly known as the Long Point Bird Observatory (LPBO), has marshalled thousands of volunteers for bird studies. It now draws over 6,000 volunteers annually, actively participating in local, regional, national and international programs of research and education in support of bird conservation. In response to this growth of interest and commitment, BSC is entering a new phase of its history. BSC obtained revised Supplementary Letters Patent in April 1998, and has adopted a new constitution (By-Law Number 1). The future brings new opportunities along with challenges and risks. They require adaptation and innovation. "Strategic" activities are those needed to secure the long term viability and effectiveness of the organization and its programs. The strategic plan (and the planning processes that led to it) identifies key directions and actions that provide focus and a practical "operating envelope" for directing the work that lies ahead. The plan provides a context for the periodic re-setting of priorities, and for developing business plans, a communications program and other measures to achieve them. The main audience for this document is internal to BSC, i.e. Board, committees, and staff. Information in the document will also be useful, in other formats, for members and the general public. The document identifies a mission and a vision, the underlying values and principles, and the strategic intents and objectives for BSC. It builds upon the wealth of experience from LPBO, which continues as an integral part of BSC. The document will be revised and up-dated periodically in the light of experience and achievements. The strategic planning process was led by a small group of people drawn from the Board of Directors and staff of BSC. Beginning in the summer of 1998, the group invited and received extensive comments and suggestions from individual staff, and members of the National Council and the Board. As part of the process, the National Council and the Board also devoted time at their meetings to consider issues to be addressed by the plan. MISSION The mission of Bird Studies Canada is to advance the understanding, appreciation and conservation of wild birds and their habitats, in Canada and elsewhere, through studies that engage the skills, enthusiasm and support of its members, volunteers, staff and the interested public. The mission statement addresses the question of what the organization does. BSC's mission guides everything it does from the focus of its programs to the allocation of resources, and the reporting of results. The mission will be achieved by:
VISION Bird Studies Canada will be recognized nation-wide as a leading and respected not-for-profit conservation organization dedicated to the study and understanding of wild birds and their habitats. The "vision" declares the organization's aspirations, and identifies what it is striving to become in the years ahead. It draws upon the values and commitments that underlie the organization's existence, and provides guidance for dealing with essential matters arising from day-to-day events and preoccupations. This vision will have been achieved when BSC is widely accepted by others to be:
VALUES The expression of values reflects widely held beliefs among people associated with an organization. Together, beliefs and values constitute the essence of organizational culture, providing motivation, stability, and direction, especially in times of stress and change. Respect for Birds and Nature BSC respects birds and nature and strives for better understanding of them. BSC believes that wild birds and the habitats that sustain them have values beyond their immediate or practical value to humans. Bird populations can be indicators of changes in environmental conditions. Many people appreciate birds for aesthetic reasons. For others, birds open up an understanding of the natural world. The study of wild birds, including all facets of their biology, is fascinating in itself. BSC will share the joy and fascination of working with wild birds with others. Engaging the Public BSC believes that informed amateurs and volunteers have important roles to play in the study of wild birds and their habitats. Not only can volunteers collect more data from more places than professionals can ever do on their own, they can help BSC improve the design of programs by learning from their experience. The rich rewards for those who participate in nature study often lead to a lifetime commitment to conservation. Commitment, creativity and constant care are required if future generations are to inherit and enjoy a biologically rich world in which wild birds enrich people's lives. Achieving Conservation Bird conservation depends on the public at large, especially landowners and resource managers, having a conservation ethic. BSC's role -- to help educate and inform people with reliable data, analyses, and interpretations of information so that people can exercise responsible stewardship of wild birds and their habitats -- will make a substantial contribution to conservation. Excellence in Science BSC strives for excellence and innovation in all of its science-based programs. To make a difference, BSC must be respected for the quality of its science and its ability to interpret scientific knowledge in ways that others can apply to conservation actions. In working to strengthen the scientific base for the conservation of wild birds and their habitats, BSC will acknowledge gaps in knowledge, and consider the overall weight-of-evidence from its interpretation of scientific knowledge, the available data, and other information. Respect for BSC's Own Heritage Long Point, an area of outstanding natural significance, is the historic home of BSC. The decades long investment in research, monitoring and education activities in this area provides both substance and credibility for BSC's work. Long Point Bird Observatory programs, volunteers and supporters are valued sources of tradition, inspiration, and support. LPBO's work will be continued. PRINCIPLES The following principles, based on BSC's fundamental values are rules of conduct and standards that guide decisions about the organization, its programs, and resource allocation. Integrity and Professionalism The responsibility and trust placed in BSC by supporters, volunteers, partners, and the public must be earned every day. BSC will exercise the highest ethical and professional standards in all of its endeavours, provide self-evaluation and solicit feedback on progress, and be held accountable for results. The existence of BSC indicates a commitment to bird conservation, but its "advocacy" for this is through provision of data and analyses to those who can act constructively on this information. BSC is committed to making its databases and results from field studies available for wide use. Commitment to People Success in achieving a vision and mission depends critically upon the people who work for and with BSC. An organizational culture must be maintained that encourages individuals to achieve their potential, values their contributions, and provides opportunities to improve personal skills and knowledge through training and education. BSC has a special responsibility to organize a range of volunteer surveys and activities, appropriate to various levels of expertise, and to provide timely and interesting feedback. BSC's special strength is the contribution volunteers make to conservation through their fieldwork. Innovation and Resourcefulness To accomplish all that BSC must do requires vision, resourcefulness, a responsible entrepreneurial spirit, and adaptability to change. A high degree of technical and professional competence will be brought to bear in all areas of BSC's work. Innovative ideas leading to practical applications grounded in credible knowledge and experience are encouraged. Effective Partnerships BSC conducts its work through constructive and productive partnerships, based on mutual benefit and trust. It knows that success comes only through these combined efforts. It will help develop and nurture regional initiatives that meet BSC's priorities, and collaborate with a wide variety of individuals, foundations, corporations, conservation organizations, government agencies and other interested parties. BSC will fully acknowledge the contributions of these partners. Across Boundaries and Scales Existing collaborative arrangements for the study and conservation of birds found in Canada ranges across all geographic scales from the local through national to the continental and international. They also have varying degrees of inclusiveness, ranging from a concentration on selected groups of birds to all birds found within some geographic region. BSC will work constructively in collaborative arrangements where it can help make a difference, and strive to reach across these boundaries of scale and inclusiveness in order to bring perspectives from within each to bear on the work of all. PARTICULAR STRENGTHS, OPPORTUNITIES AND CHALLENGES The strategic planning process identified the following significant factors for BSC as it strives to fulfill its mission and vision. Strengths Particular strengths include BSC's: * established credibility among agencies and conservation organizations in Canada as a non-government organization that conducts research and monitoring regarding birds and their habitats, and has a proven ability to deliver satisfying and enjoyable programs that attract volunteers;
BSC's STRATEGIC INTENT AND OBJECTIVES FOR 2004 A strategic intent identifies a major direction to orient organizational efforts. Objectives specify some achievement points along the way that will serve as measures of success. BSC has chosen the following four strategic intents to enhance organizational capabilities and programs. First Strategic Intent: Develop effective national and regional programs consistent with BSC's mission, and covering all bird species. Issues: How should BSC best build upon national programs already underway and develop stronger regional volunteer participation in them? What new national and regional programs should BSC initiate? How should BSC give enhanced and tangible evidence of a Canada-wide presence to validate the reality of a BSC? Objectives and Actions
Second Strategic Intent: Continue to play a constructive role in collaborative arrangements for bird conservation across Canada and internationally. Issues: How can BSC maximize the conservation significance of its work? How can BSC play a stronger role in addressing emerging conservation issues? Objectives and Actions
Third Strategic Intent: Create a National Centre for Bird Studies at Long Point. Issues: BSC needs a new headquarters in Port Rowan to enable it to build its capacity as a national organization, and maintain and develop LPBO as a model operation. How should BSC integrate its local programs with central expertise required for national and regional programs? How can BSC use the cooperative agreements and close working relationships it has with other bird conservation organizations to develop a national centre for bird studies? What expertise and infrastructure are needed to create this national centre? Objectives and Actions
Fourth Strategic Intent: Develop BSC's capacity to generate funds to achieve its vision and mission. Issues: How can BSC develop effective Canada-wide operations, with discretionary funding as a major basis for program support, develop or initiate national and regional priority programs, and raise enough money to complete the capital campaign? Objectives and Actions
NEXT STEPS BSC will develop annual work plans to specify particular objectives and actions to be taken in accordance with the broad directions laid out in the Strategic Plan. While the strategic intents will likely remain for a number of years, the objectives will be reviewed regularly and up-dated annually. Priorities for actions will be determined in the light of opportunities to achieve objectives and recent accomplishments. Appendix 1 The Integrated Population Approach is a 5-step program that is designed to identify:
The Integrated Population Approach is adapted from British Trust for Ornithology's integrated population monitoring program. For more information see: Baillie, S.R. 1990. Integrated population monitoring of breeding birds in Britain and Ireland. Ibis 132: 151-166.
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