Yorkshire Wildlife Trust’s five year charitable strategy by Yorkshire Wildlife Trust

Yorkshire Wildlife Trust 2030

Driving nature’s recovery in Yorkshire

Foreword

We have been working in Yorkshire for nearly 80 years. In 2024, our landmark publication, State of Yorkshire’s Nature, provided a comprehensive new analysis of the evidence of how Yorkshire’s nature is faring – and crucially where action is most needed.

In 2025, our follow-on report, Bringing Yorkshire’s Nature Back, set out a blueprint for recovering nature across Yorkshire to meet the international minimum target of 30% of land, water and sea protected for nature by 2030. Here we share our charitable strategy to show how we are going to play our part in achieving this target.

Making the case for wildlife and our natural systems has never been more urgent. Climate breakdown, biodiversity collapse, pollution, poor health, stagnating economies and rising inequality – all are symptoms of systems in crisis. Evidence shows life-giving natural systems are the foundation for our health and economic security, and yet despite many reports and campaigns, the

natural world is still being plundered every day, overlooked and undervalued.

To change this, we must show how progress can be made by respecting and working with nature.

We are committing to focus our experience, expertise, assets and network to demonstrating how nature can recover, showing a nature positive system is possible and indeed is our only route to a liveable future.

Join with us to Generate Hope, Build Power and Take Action. Nature needs us now.

Rachael Bice, Chief Executive

Nick Perks, Chair of Trustees

Our Mission

Driving nature’s recovery in Yorkshire

Our Vision Wildlife and people thrive together across Yorkshire’s communities, land, rivers and sea

Our 2030 Strategy

Generate Hope

Build Power

Take Action

One Trust

£ Resourced and Resilient

This is our vision for nature’s recovery in Yorkshire: wildlife and people thriving together across Yorkshire’s communities, landscape, rivers and sea.

Our strategy builds on the findings and ambitions of our landmark publications, the State of Yorkshire’s Nature (2024) and Bringing Yorkshire’s Nature Back (2025), to achieve our 2030 goals, and to look beyond to a wilder future.

Our Blueprint identifies seven opportunities, evidence based and carefully designed to contribute to national and international targets for nature’s recovery. We will focus our nature restoration programmes and associated engagement activity to demonstrate these measurable opportunities are deliverable and impactful.

Our charitable strategy is focused on five ambitions

To create the momentum, influence and opportunities nature needs, we will:

We will also develop and grow as an organisation by making sure we are:

Generate Hope

We will show how Yorkshire’s nature can be restored and protected for future generations, through compelling evidence, case studies and campaigns for change.

Our role: Evidence provider, vision generator

Build Power

We will work together with a diverse network of members, supporters and organisations, to build the collective capacity, influence and resources to stand up for nature.

Our role:

Nature connector, local convener

Take Action

We will be at the heart of a coalition taking sustained action to ensure 30% of land, rivers and sea are positively managed for wildlife by 2030, enabling nature’s recovery and adapting to climate change.

Our role:

Nature restorer, culture shifter

One Trust

Our Trust is inclusive, integrated and innovative. Our diverse teams work collaboratively, enabled through digital technology and commitment to personal and professional learning.

Our role:

Modern employer, innovator

Resourced and Resilient

Our finances are resilient and balanced, with income secured from a diverse portfolio of sources. Our work programmes are carefully designed and risks effectively managed.

Our role:

Designer, steward, investor

Jeopardy and opportunities

Many of our supporters are motivated by the threats to wildlife. They may feel emotions of sadness, anger or rage when they think wildlife is not being cared for or respected; this is what drives their choices to become involved with Yorkshire Wildlife Trust.

Others are motivated by positive opportunities to do something, to feel they have taken action, to be relieved of feelings of grief or guilt, or to have a sense of belonging as part of a movement for change. Thus, our work needs to be holistic to appeal to these different motivations, illuminating threats and solutions. Clearly showing how supporting Yorkshire Wildlife Trust directly confronts the threats, identifies solutions based on science and makes progress possible.

Our focus needs to be informed by the external factors which create threats to wildlife, some of which are long-term and known, such as intensification of farming and loss of habitats; while others are less predictable, such as sudden changes in policy, an extreme event or disease outbreak, all of which are contributing to and exacerbating the climate and biodiversity crisis.

By carefully matching threats we respond to, with the opportunities which can make the greatest progress to achieve 30% by 2030, we will create hope, momentum, and impact. Strategic, targeted action creates positive feedback loops, generating more hope, power and action.

Our Theory of Change

We have created our Theory of Change to show how our intent and activity creates a positive cycle of hope, power and action.

By carefully designing the work we do to be inclusive, impactful and sustainable, we can focus on inspiring hope in others, helping them come together to build momentum for change and to take action locally and on relevant national issues.

If enough people in Yorkshire work together for the benefit of wildlife, we can achieve a nature positive future for people and wildlife to thrive together.

GENERATE HOPE

showing how nature can be restored and protected

DRIVING NATURE’S RECOVERY IN YORKSHIRE

ONE TRUST an inclusive, collaborative and innovative team

TAKE ACTION to ensure land, rivers and sea are positively managed for wildlife BUILD POWER working with a network of members, supporters and organisations

RESOURCED AND RESILIENT supported by secure income from diverse sources £

Ambition 1: Generate Hope

We will show how Yorkshire’s nature can be restored and protected for future generations, through compelling evidence, case studies and campaigns for change.

To do this, we will:

n Sharing the science – Promote insights from the State of Yorkshire’s Nature and our 30 by 30 blueprint Bringing Yorkshire’s Nature Back.

n Visions and stories of recovery – Champion largescale, long-term projects that focus on landscape, seascape and species-recovery, which can inspire and show progress at a local level.

n Naturalist network – Support systematic data collection, applied research and analysis by developing our relationship with Yorkshire Naturalist Union and universities.

n Nature positive campaigns – Develop a long-term programme of campaigns which show opportunities to and solutions for reducing threats to wildlife, inspiring hope for successful nature recovery.

Ambition 1: Generate Hope

So that…

Through…

n Nature is understood and properly valued by society; we will use our evidence and insight to give a clear assessment of Yorkshire’s wildlife and what nature needs to thrive. We will show the ways in which nature can recover and the power of nature based solutions, how people will benefit, and a more equitable, nature positive societal and economic system is possible.

By...

n More people individually and collectively feeling connected to, understanding and valuing nature in their lives. We will provide opportunities for people to get involved, learn about and experience nature, and make nature an integral part of their lives.

n Creating and communicating practical insights from evidence and experience, to inform and underpin our powerful visions and strategies for nature’s recovery.

n Sharing compelling stories of success and change across diverse channels, and creating outreach events to empower and grow, new and existing audiences.

n Generating respect and value for environmental expertise, building skills data and insight across all sectors.

n Promoting bio-regional perspectives, governance and proactive accountability for wildlife in politics, policy, spatial planning and regulatory systems.

Ambition 2: Build Power

We will work together with a diverse network of members, supporters and organisations, to build the collective capacity, influence and resources to stand up for nature.

To do this, we will:

n Grow the movement – Grow and diversify membership and support by investing across digital and media channels and places to connect more people to Yorkshire Wildlife Trust, particularly younger people and under-represented communities.

n Generate interaction – Create initiatives, networks and active experiences to provide educational, recreational and volunteering opportunities which inspire further support and action.

n Stand up for nature – Create a powerful coalition of individuals, communities and organisations to advocate and act for nature through a range of focused actions and campaigns, informed by science and evidence and animated with spirit.

n Embody wild service – Model a nature-positive culture, where access, equity, kinship and reciprocity are foundational values for our relationships and partnerships.

KAREN VAN DIESEN

So that…

Ambition 2: Build Power

n Supporters and members of the Trust become a powerful coalition, inspired and mobilised to stand together to champion, deliver and sustain nature’s recovery in Yorkshire.

Through…

n Encouraging and facilitating connections between individuals, communities, and organisations, through meaningful programmes of action in the different regions of Yorkshire. Using local and digital engagement activities to enable people to show care and concern for wildlife; to learn with and connect to nature; and mark thresholds of their lives in nature.

By...

n Optimising use of our data and insight to tailor stories, offers and actions to our target audiences.

n Actively designing inclusive opportunities for diverse communities and individuals to connect to nature throughout their lives and across generations to increase ecological literacy.

n Creating inspirational visitor and volunteering experiences to spark individuals and communities into action for wildlife recovery at all levels.

n Strengthening support by increasing memberships, building lifelong connection, loyalty and opportunities for increased and diverse giving.

n Encouraging and contributing to the development of nature positive and sustainable systems of economics, finance, corporate culture and business practices.

Ambition 3: Take Action

To do this, we will:

n Flagship acquisition – Build a network of support for a major land purchase to contribute to the Wilder North vision; supported by smaller acquisitions which buffer and join up reserves, and create partnership leverage.

n Land stewardship – Create a structured plan to designate the purpose of reserves and assets in our land portfolio, allowing us to focus resources, development and communication on larger and more accessible reserves.

n Iconic species recovery – Catalysing, delivering and supporting sustainable reintroduction of keystone species which re-naturalise ecosystems e.g. beavers, bison, eagles.

n Network and scale nature recovery – Work with National Parks and National Landscapes, Councils, progressive estates, landowners, land managers, farmers and gardeners on the development and delivery of Nature Recovery Programmes and Partnerships.

Ambition 3: Take Action

So that…

Through…

n Yorkshire’s nature network is identified, secured and strengthened by more, bigger, better and joined up spaces being managed for nature, which address the biodiversity, pollution and climate crises and re-establish naturally functioning ecosystems.

n Programmes and partnerships delivering nature-led programmes for resilience, recovery and adaptation, which scale up and accelerate recovery on land, in rivers, and at sea, for the benefit of Yorkshire’s wildlife and communities.

By...

n Providing opportunities for everyone to take positive action for nature at all scales.

n Managing our portfolio of nature reserves to maximise our contribution to the nature network, providing high value, interconnected habitats where species can recover, flourish and re-populate land and seascapes.

n Showcasing and scaling up wildlife recovery on and beyond our nature reserves through flagship landscape, catchment, seascape and species recovery programmes and partnerships.

n Contributing to the creation and operation of governance models to steward uses of land, water and sea and to promote nature-based solutions to bring ecosystems back to functional health.

n Designing for results, effectively measuring and demonstrating our successes.

Ambition 4: One Trust

Our Trust is inclusive, integrated and innovative. Our diverse teams work collaboratively, enabled through digital technology and commitment to personal and professional learning.

To do this, we will:

n Digital transformation – Use digital opportunities to enhance our services, integrating working practices across the Trust to drive engagement, advocacy, fundraising and nature’s recovery.

n People and culture – Optimise our use of the People First system and develop our Human Resources services to drive staff engagement, development and purposeful reporting.

n Health and safety – Drive a proactively safe working culture and improve performance to align to sector averages.

n Low carbon solutions – Identify opportunities to reduce emissions, and invest in low carbon operations. e.g. renewable energy generation, electric vehicles and charging infrastructure

n Asset management – Establish standards, long-term development and maintenance plans for Trust facilities and assets.

So that…

Ambition 4: One Trust

n We are an aligned, diverse and collaborative team of staff and volunteers embodying our values and focused on creating a positive inclusive culture.

Through…

n Working, innovating and learning together, making best use of digital systems and technology and ensuring progress towards carbon neutrality (by 2030).

By...

n Developing and investing in our culture, people and systems, to provide capacity and capability to deliver our ambitions for nature’s recovery.

n Effectively managing and governing systems of work, to create a proactively safe, compliant, continuously learning and modern work-place.

n Seeking every practical opportunity to reduce our carbon emissions to become carbon neutral by 2030.

n Embracing digital solutions to drive efficiency and realise potential to deliver our ambitions and add value to our activities and services.

Ambition 5: Resourced and Resilient

Our finances are resilient and balanced, with income secured from a diverse portfolio of sources. Our work programmes are carefully designed and risks effectively managed.

To do this, we will:

n Financial design and forecasting – Deliver a balanced budget using 3-year forecasting to drive management, fundraising pipelines for all sources and commercial opportunities (e.g. green financing/BNG)

n Build value – Build relationships and maximise income and opportunities from corporates and major donors

n Organisational design – Resource a robust, scalable and sustainable organisation, to structure reward and recognition including pay-rise financing, management control, and working patterns.

n Work smart – Drive efficient, effective services and agreements to deliver best value.

JOHN POTTER

So that…

Ambition 5: Resourced and Resilient

n Income is sourced from a diverse portfolio of funding sources across the private, public and philanthropic sectors and we profit for purpose where appropriate.

Through…

n Carefully managing programmes and proactive strategic investments which demonstrate our positive impact for wildlife, people and places.

By...

n Designing and delivering joined up programmes of work and budgets – to drive integration across Directorates; forecasting; Business Plan delivery; strategic investments and impact reporting.

n Collaborative fundraising to deliver a growing and diverse portfolio of income from the public sector, philanthropic and private sources.

n Trading to earn commercial income to increase our impact and provide profits for purpose.

n Actively and systematically managing our cumulative work programme and associated risks.

Our commitment to driving nature’s recovery...

There are many threats to wildlife and opportunities to help it to recover, as well as many different actors who need to contribute. Choosing carefully what we focus on will ensure as a charity we are both impactful and sustainable.

n We use our evidence and experience to create powerful information and stories to illuminate the pressures on and threats to our wildlife and wild places.

n We use our knowledge and networks to show those pressures and threats can be counteracted through changed systems and/ or actions, thereby advocating for solutions and turning jeopardy into hope.

n We ensure our solutions are linked to an opportunity within Bringing Yorkshire’s Nature Back, and develop clear policies, positions and communications to make the case for change and to engage hearts and minds.

GILLIAN DAY

n We deliberately attract people to connect to our cause through careful use of compelling information, stories and experiences with us; enabling them to feel connected to nature, to become more ecologically literate and inspired to act.

n Our Flagship Reserves, Nature Discovery Centres and events provide entry and engagement opportunities to encourage people to spend time in nature, with wildlife and learning more.

n We provide opportunities for people to get more involved by supporting advocacy and fundraising campaigns; and/or volunteering with us building the power to drive change nationally, regionally and locally.

n With this support we design and deliver programmes of work which directly take action to protect and regenerate natural systems and wild species on our own reserves, in landscape and seascape recovery partnerships and initiatives.

n We will encourage, facilitate and support others to implement land and seascape recovery programmes so that the widest possible coalition of action is mobilised across Yorkshire.

n We effectively monitor our work to demonstrate our impact, fuelling our hopeful stories and to make the case for future support.

Join with us to generate stories of hope and become part of a powerful community taking action to recover Yorkshire’s nature now, and for future generations.

Visit ywt.org.uk/membership, scan the QR code or call us on 01904 659570 to discover the great benefits of being a member, and get your welcome pack on its way!

Yorkshire Wildlife Trust is registered in England no. 00409650 and is a registered charity no. 210807.