In the Bay Area, we are lucky to live in a place that truly values protecting the environment. From the redwoods and rolling hills to the coastline and city parks, nature is part of our identity. But as anyone in environmental fundraising knows, it is not always easy to raise support for long-term work, especially with so many local organizations doing important things.
In honor of Earth Month, we connected with Nora Cullinen, Director of Major Gifts at Greenbelt Alliance, to hear her perspective on environmental giving. Greenbelt Alliance works across all nine Bay Area counties to protect natural landscapes and promote sustainable growth. For more than 65 years, they have helped ensure our region stays vibrant and climate resilient.
Here are a few fundraising takeaways from our conversation with Nora that you can put into practice in your own work:
1. Environmental progress takes time
Unlike some causes where the impact is immediate, environmental work often takes years to show results. Whether it is securing conservation easements or passing land-use policies, the wins are long-term and sometimes hard to explain in the moment. Nora put it well: “This isn’t like purchasing a meal for someone in need today. Our work involves playing the long game.”
Tip: Keep donors informed about progress, even when outcomes take time. Share real stories and milestones to make the long-term impact feel tangible today.
2. Environmentalism is about people, not just places
For a long time, many imagined the typical environmental donor as someone older, white and outdoorsy. But that narrative is outdated. Climate issues like wildfires, drought and sea-level rise affect everyone and they are happening now. Environmentalism today is about community safety, health and shared responsibility.
Tip: Expand your messaging to include a wide range of people and experiences. Highlight how climate action benefits families, neighborhoods and cities as well as open space.
3. Align your practices with your values
Greenbelt Alliance takes steps to make its fundraising more sustainable. They choose venues accessible by public transit and reduce print mailings by focusing on digital communication when possible. These decisions reflect the values they promote in their advocacy.
Tip: Take a look at your own fundraising practices. Are there small changes you can make to be more environmentally conscious? Even modest adjustments can demonstrate a real commitment to the mission.
4. Talk about systems, not just symptoms
Greenbelt’s recent campaign The Environmental Case for Housing shows how climate and equity are deeply connected. Nora shared that when housing is pushed into fire-prone areas due to affordability issues, it increases risk and environmental strain. By supporting policies like SB79 which helps build affordable housing near transit, they are showing how smart development can protect both people and the planet.
Tip: Help your donors understand the bigger picture. Connecting climate to housing, transit or social justice can deepen their understanding and commitment.
5. Use Earth Month as a moment to reflect and invite
Earth Month is not just about raising money. It is also a chance to invite supporters to reflect on their own relationship with the environment and what it means to give back. Nora mentioned how Greenbelt encourages people to consider how land-use decisions affect climate resilience and how giving can help shape a better future.
Tip: Whether it is through an email, a community event or a social media story, use Earth Month as a time to reconnect with your donors and remind them why their support matters.
Final thoughts
Environmental fundraising might be complex but it is also full of meaning. Nora reminded us that donors are not just giving because they care about nature. They are giving because they believe in a healthier, more just future for all of us.
And that is what Earth Day and this work is really about.
About Nora Cullinen
Nora Cullinen is a skilled fundraising professional with over 10 years of experience in nonprofit development. As the Director of Major Gifts at Greenbelt Alliance, she has led successful fundraising initiatives to protect natural landscapes and promote sustainable growth across the Bay Area. Nora is passionate about building strong relationships with donors and advancing environmental causes through strategic, long-term engagement.