Brand awareness The SHR brand is becoming better known and this will continue with our increased focus on brand awareness and publicity. Our long-term plan is to make the SHR brand top-of-mind among current and prospective supporters and donors. SANParks relationship Questions raised by members at the annual SHR strategy session on 24 February 2024 (see page 40 for more detail) led to an engagement between the SHR Board and senior SANParks officials. The SANParks appreciation for the SHR and the work it does is overwhelming. However, SANParks will, itself, be making strategic changes in accordance with its “Vision 2040” process (which is still in progress). The challenge to the SHR will be to adapt to the changes at SANParks, at a similar rate, while still contributing significant value. Community involvement Communities surrounding our parks are affected by the current economic climate and lack of opportunity. Community financial security is essential to protect neighbouring national parks and to maintain the conservation imperative. Reputation risk As a non-government organisation, reputation is everything and the SHR must ensure that funds are spent responsibly and appropriately in support of SANParks, that SHR members manage their public interactions with respect and that the SHR retains its commitment to, and progress towards transformation. Six capitals The SHR uses significant accumulated capital comprising 60 years of relationships and operating experience, as well as a large volunteer membership. The opportunity exists for the SHR to significantly increase the value it creates for SANParks. This is unpacked in a discussion document formulated by the Board (see page 40). Financial Sustainability The SHR has consistently raised funds to maintain a bank balance over the last five years of more than R20 million, and therefore its financial sustainability is not at risk. The SHR aims to grow its core business through increased management and administrative capacity and to be in a position to fulfil therefore wish list items more quickly, whilst maintaining its financial sustainability. A sustained reduction in the level of the bank balance would result in increased assistance to SANParks in terms of providing much needed assets and operational expenditure. In addition, proving to donors that funds are utilised efficiently will increase the SHR’s fund raising ability in terms of corporate donations and grants from charitable trusts. Home to the largest variety of succulents on earth. SANParks Honorary Rangers 2024 36 Material matters
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