Who We Are


Why We Receive High Charity Ratings

on the west coast of New Zealand.
Pancake rocks in Punakaiki on the west coast of New Zealand. © TNC (Michael Looker)

Our Mission

The mission of The Nature Conservancy (TNC) is to conserve the lands and waters on which all life depends.


Our Vision

TNC’s vision is a world where people and nature thrive together. To achieve this positive vision of the future, we need to recognize the unprecedented challenges that affect global communities, and work together to find new ways to help nature thrive while securing a more prosperous future for people. TNC is committed to protecting land and water at unparalleled scales, tackling climate change, providing food and water sustainably for a growing population, building healthy cities, and connecting people and nature.

Everyone depends on a healthy, diverse environment, whether we live in Hong Kong, London or New York. It’s our turn to invest in nature.


Our Values

Integrity Beyond Reproach:

We will meet the highest ethical and professional standards in all of our organizational endeavors and, in doing so, we hold ourselves accountable to our mission and to the public. 

  • Be Honest at all times
  • Be accountable to each other, to the mission, to our donors, members, partners, and to the public (Read our Privacy Policy)
  • Earn trust by building relationships, being competent, and following through on all of our commitments

Respect for People, Communities, and Cultures:

Enduring conservation success depends on the active involvement of people and partners whose lives and livelihoods are linked to the natural systems we seek to conserve. We respect the needs, values and traditions of local communities and cultures, and we forge relationships based on mutual benefit and trust. 

  • Demonstrate respect by committing to local, on the ground involvement with people, communities and cultures, and with awareness and sensitivity to their economic realities
  • Treat our partners and colleagues with fairness and honesty
  • Celebrate individual, team and project success as the success of all who work for TNC
  • Work collaboratively with all sectors of society, including indigenous people, to develop practical conservation solutions

Commitment to Diversity:

We recognize that conservation is best advanced by the leadership and contributions of men and women of diverse backgrounds, beliefs and cultures. We will recruit and mentor staff to create an inclusive organization that reflects our global character.  

  • Respect and be open to a variety of viewpoints and diversity of thought
  • Work in an environment that encourages each of us to achieve our potential and values the contributions of all
  • Expand and strengthen the diversity of our workforce, trustee base and boards

One Conservancy:

Our strength and vitality lie in being one organization working together in local places and across borders to achieve our global mission. We value the collective and collaborative efforts that are so essential to our success.  

  • Work across all of our operations to implement and support the right strategies, at the right scales, and at the right places always with the greater good of our mission in mind
  • Act with continuity of purpose in everything we do, from the focus of our conservation efforts to the allocation of our resources
  • Celebrate individual, team and project success as the success of all who work for TNC

Tangible, Lasting Results:

We use the best available science, a creative spirit, and a collaborative, non-confrontational approach to craft innovative solutions to complex conservation problems at scales that matter and in ways that will endure. 

  • Use a creative spirit and original thought in the pursuit of excellence
  • Develop, analyze and use the best available conservation science and a science-based rigor to set priorities, make decisions, take action and measure results
  • Conduct our business in an environmentally sensitive manner

What Makes us Different

It is not just about what we do, but also how we do it. We are leaders with an optimistic vision guided by science, focused on being pragmatic, collaborative, community-based, and financially savvy. We take an innovative approach to find win-win solutions to complex conservation problems that allows us to achieve tangible and lasting results.

TNC Numbers Infographic
TNC by the Numbers about TNC values © TNC
an elderly farmer holding a potato sprout  on the edge of Laohegou Nature Reserve in China, Pingwu County, Sichuan Province, China.
In Minzhu Village, an elderly farmer holding a potato sprout on the edge of Laohegou Nature Reserve in China, Pingwu County, Sichuan Province, China. © Nick Hall

Impact Report and Finances

The devastation of the COVID-19 pandemic has underscored the urgency of our conservation mission, bringing into sharp focus the inextricable link between human and planetary health. Despite this year’s challenges, The Nature Conservancy has advanced science on oyster reef restoration, protected wildlife and habitats, and continued to inspire young conservationists with our (virtual) education program. None of this work would have been possible without you. Thanks to our supporters — our Conservation Champions — for making these achievements possible.

The world depends on us more than ever, so if you’re not already a Conservation Champion, join us today.

What we achieved together

Thanks to our supporters and partners in Hong Kong and around the world, The Nature Conservancy (TNC) accomplished remarkable conservation results. Across Asia, Australia and the Pacific Islands, we restored forests, secured habitats, protected communities and built climate change resilience.

Victoria Harbour, Ontario, Canada.
Star Trails at Robins Point Victoria Harbour, Ontario, Canada. © Andre Sousa/TNC Photo Contest 2019

Finances and Accountability

We carry out our work with a deep commitment to accountability and transparency. We want you and everyone in Hong Kong and around the world to know as much as possible about how TNC operates and how carefully and effectively we use your donations. We are transparent about our finances, and we are highly rated by charity watchdog organizations. Learn more about our financials in this year’s report. The charts and numbers here depict TNC’s 2020 global finances in Hong Kong dollars.

Testimonial of TNC monthly supporters © TNC

High Charity Ratings

As a leading global charity, we hold ourselves accountable to our members, the public and all creatures that have a stake in the preservation of the world’s natural resources. And we seek to make use of every Hong Kong Dollar donated to TNC with careful attention to effectiveness and efficiency.

Charity watchdog organizations applaud organizations who invest 66 percent or more of their funding directly into their work. TNC consistently receives high charity ratings from charity watchdog organizations. For example, we are:

  • An accredited charity of the Better Business Bureau Wise Giving Alliance;
  • Compliant with the Ethical Guidelines for Fundraising and Other Nonprofit Communications set forth by the Direct Marketing Association.
in Hong Kong
Needle Hill in Hong Kong © Kin Shing Ip/TNC Photo Contest 2018

The Nature Conservancy’s (TNC’s) conservation efforts around the world have led to the protection of more than 52.6 million hectares of lands and 8,000 kilometers of rivers. However, we could not have achieved so much — nor can we continue to make a difference — without support from individuals like you.

Like most major non-profit organizations in Hong Kong and across the globe, TNC employs a variety of fundraising channels to ask for your support in accomplishing our mission — to protect the lands and waters on which all life depends. These fundraising channels include direct mail, face-to-face, special events, our website and social media.

Please browse the Frequently Asked Questions below to learn more about our fundraising channels and why we use them. And if you ever have a question or concern about how we fundraise, please email us at hksupporter@tnc.org or call us at +852 3500 8228.

Frequently Asked

  • What is face-to-face fundraising and how is it regulated?

    You may have noticed our Fundraising Ambassadors around town, engaging members of the public in conversations about the environment and asking them to consider making a monthly gift via credit card or direct debit to support our work. They work with TNC to inform people about conservation challenges, and providing people the opportunity to participate and make a difference through a regular donation. They can be found in public venues like malls, at private events, and even on the doorsteps of local businesses, wearing uniforms with TNC’s logo, carrying identification badges and folders with our information and registration documents.

    TNC is a member of the Face-to-Face (F2F) Monthly Giving Alliance. The Alliance is a charity-led, self-regulatory membership organization that aims to: promote accountable face-to-face monthly donor recruitment in Hong Kong, and enhance public understanding about their right to know before committing to monthly giving to a charitable organization. Organizational members are bound by the rules of the Alliance and are required to comply with their Code of Practice for F2F monthly donors’ recruitment. Please refer to their website for more information on the Alliance.

  • Why does TNC do face-to-face fundraising?

    Face-to-face fundraising provides substantial support for TNC and for the other organizations that make use of this channel. We’re always looking for the most efficient way to acquire supporters who want to help us achieve conservation goals, and face-to-face fundraising is one of the most effective methods we have found.

    Having our Fundraising Ambassadors out around town is also a great way for people to learn more about TNC — they can answer questions about our projects, our goals, and how our supporters’ donations make a difference.

  • Who are the fundraising ambassadors?

    Whether employed directly by us, or by an agency we’ve contracted for this purpose, the Fundraising Ambassadors are trained and well-versed about TNC and our mission. According to the professional fundraisers code of conduct, to which they must adhere, our Fundraising Ambassadors are obliged to politely end their approach when asked, should not put pressure on someone to make a donation, and never approach adults who might be considered vulnerable. Learn more about our ambassadors and meet one here.

    For easy identification, our Fundraising Ambassadors wear uniforms with TNC’s logo, and carry identify badges and folders with our information and registration documents.

  • What can I expect from an interaction with a fundraising ambassador?

    If you take the time to speak with one of our Fundraising Ambassadors — and we hope you will — you should expect to have a friendly, informative conversation about TNC, our mission and goals, and how your support can make a difference. You will likely be invited to become one of our Conservation Champions by signing up to make a monthly donation via credit card or direct debit.

    You will never be asked for a cash donation, and for security reasons, our Fundraising Ambassadors are not allowed to accept one. If you have a concern about an interaction with one of our Fundraising Ambassadors, please email us at hksupporter@tnc.org  or call us +852 3500 8228.

    If you agree to join TNC as a Conservation Champion, our Fundraising Ambassador can assist you in filling out a donation form. Your personal and financial information will be stored securely, and you will begin receiving communication materials as Conservation Champion’s benefits, detailing how your donation makes a difference.

  • Why does TNC send direct mail?

    Like face-to-face, direct mail is a very efficient fundraising channel that helps us attract new donors that are so necessary to protect the lands and waters on which all life depends — TNC’s mission. It is a way to introduce us to people who might not hear about TNC otherwise, and ask them to consider joining us as a Conservation Champion by making a donation.

    We believe it is always best to avoid using paper whenever possible and invite all of our supporters and potential supporters to contact us at +852 3500 8228 and let us know if they would prefer to receive only paperless communications from us.

    When we do use paper, we make every effort to use recycled and recyclable paper and to use paper certified by the Forest Stewardship Council (FSC), a global non-profit organization dedicated to forest conservation and responsible forest management. FSC certification ensures that the paper used comes from well-managed forests that provide environmental, social and economic benefits to the communities that manage them.

  • How can I make a donation online?

    There are two ways to make a donation and join TNC as a Conservation Champion online: you can submit an electronic donation using credit card here, or you can print and fill out a donation form here and then fax or mail to us.

You may have already met one of our Fundraising Ambassadors about town. They are professional spokespeople for our organization, and their job is to help us raise awareness and financial support for our important global mission. Our Fundraising Ambassadors can be found at special events, in malls and plazas, and even the lobbies of office buildings, sharing information about TNC and our projects across Asia that help preserve and even improve our lives here in Hong Kong. They invite interested members of the public — like you — to join us as Conservation Champions by making a monthly gift via direct debit or credit card.

Our Fundraising Ambassadors can be recognized by their TNC polo shirts, and by their identification badges and TNC folders with more information and our registration documents.

Join us all in the world’s most ambitious effort yet to save the lands and waters we all depend on. Become a monthly Conservation Champion today.

Now is the Time to Act

Join our cause to protect our planet and our future.