What we do

'Inspiring people to care for the natural environment through Responsible Tourism'

Nurture Lakeland works with visitors and tourism related businesses to fundraise for local conservation projects and to promote environmentally sustainable tourism practices. We encourage businesses to adopt our Visitor Payback Scheme, to directly link visitors with the conservation of the area they have come to enjoy.

Our membership represents over 1200 individual tourism businesses and holiday cottage owners across the Lake District and Cumbria. Individual Membership is also available and allows visitors and members of the public to directly support our work.

Fundraising for projects

fixing a pathSo far we have raised over £2million to support a diverse range of projects throughout Cumbria.

Many of our fundraising appeals relate in some way to climate change - either repairing damage made by changing weather patterns, or preparing and adapting for future change. 

Some projects, such as Fix the Fells, focus on repairing and maintaining footpaths in the high fells, whilst others are working to improve ‘access for all’ by removing barriers and making small but important improvements. 

Conserving threatened species such as red squirrels and the Osprey continue to be important, but we also provide financial support for the ongoing care of small local nature reserves and community projects, helping to preserve traditional skills such as dry stone walling. 

Our ‘Love Your Lakes’ project is working to improve the quality of our lakes by reducing the amount of phosphate going into them. In our ‘Drive Less See More’ campaign we are encouraging visitors to the area to give their car a break and enjoy low carbon transport opportunities such as boat, bike and bus.

Sustainable Tourism

Nurture Lakeland is a leading light in Sustainable Tourism. Based in the heart of the Lake District National Park we have seen firsthand how wildlife, the landscape and tourism activities are interlinked.

We are working to ensure that the environment and human activity co-exist harmoniously.

read more about sustainable tourism

Our work

Tourism and conservation working in partnership

Nurture Lakeland works with visitors and tourism related businesses to fundraise for local conservation projects and to promote environmentally sustainable tourism practices. We encourage businesses to adopt our Visitor Payback Scheme, to directly link visitors with the conservation of the area they have come to enjoy.

We currently have over 275 business members and associate fundraisers who between them represent over 1200 businesses and holiday cottage owners across the Lake District and Cumbia. We have also recently introduced individual memberships, so that the public can directly support our work.

Fundraising for projects

So far we have raised almost £1.7 million to support a diverse range of projects throughout Cumbria.

Many of our fundraising appeals relate in some way to climate change - either repairing damage made by changing weather patterns, or preparing and adapting for future change. 

Some projects, such as Fix the Fells, focus on repairing and maintaining footpaths in the high fells, whilst others are working to improve ‘access for all’ by removing barriers and making small but important improvements. 

Conserving threatened species such as red squirrels and the Osprey continue to be important, but we also provide financial support for the ongoing care of small local nature reserves and community projects, helping to preserve traditional skills such as dry stone walling. 

Our ‘Love Your Lakes’ project is working to improve the quality of our lakes by reducing the amount of phosphate going into them. In our ‘Be Car Free’ campaign we are encouraging visitors to the area to give their car a break and enjoy low carbon transport opportunities such as boat, bike and bus.

Sustainable Tourism

Nurture Lakeland is a leading light in Sustainable Tourism. Based in the heart of the Lake District National Park we have seen firsthand how wildlife, the landscape and tourism activities are interlinked.

We are working to ensure that the environment and human activity co-exist harmoniously.

 

What is Sustainable Tourism? 

Sustainable tourism, in its purest sense, is an industry which attempts to make a low impact on the environment and local culture, while helping to generate income and employment. It is responsible tourism which is both ecologically and culturally sensitive.

 

Research

Nurture Lakeland is taking a leading role in researching the impacts of tourism within the Lake District and Cumbria, and the development of sustainable events.

Sustainable Outdoor Recreational & Challenge Events

footprint1

The growth in the popularity of outdoor recreation and ‘Challenge’ events has brought with it new pressures on the landscape.

Nurture Lakeland is leading on research into the environmental impacts of outdoor events and is working with the Lake District National Park Authority, Natural England, Friends of the Lake District and the National Trust to develop a range of sustainable practice ‘toolkits’ for event organisers.

Sustainable Outdoor Events Stakeholder Report 2009
Sustainable Outdoor Events Final Report 2009

Visit our Sustainable Outdoor Recreational & Challenge Events
Website for more information
 (opens in new window)

 

Conservation

Nurture Lakeland provides financial support for conservation and environmental projects across Cumbria.

ennerdale_school_planting_trees_wWorking with conservation organisations we identify and engage business sponsors for projects and provide support to these sponsors in their fundraising activities.  

Working in this way we have to date raised over £2 million for those projects. Any group or organisation involved in conservation, be it landscape, environment, heritage, or community, can apply to Nurture Lakeland for support.

Find out more about the conservation projects we support

   

Visitor Giving Consultancy

Nurture Lakeland is a leader in providing Sustainable Tourism consultancy and advice on establishing Visitor Giving Schemes in the UK and Europe.

With over 19 year's experience of inspiring businesses to support conservation and adopt sustainable tourism practices, we work with conservation organisations, the private sector and the public sector to secure funding and support for a range of conservation and environmental initiatives.

We are leaders in the field of Visitor Giving, operating the most successful scheme in Europe, and working with other National Parks and conservation agencies to develop Visitor Giving Schemes across the UK and Europe.

Over the last ten years working with our business members we have raised well over £2.2 million for conservation and over half of our members have undergone environmental accreditations and training., Our results speak for themselves.

Nurture Lakeland can provide training, advice and consultancy in:

  • business planning and development
  • sustainable tourism
  • fundraising and preparation of funding bids
  • visitor giving schemes
  • project management
  • funding applications

To talk to someone about your training and consultancy needs please call 01539 82622 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it

 

Visitor Giving

annual_report_nurture_lakelandImagine if every visitor to the Lake District and Cumbria were to give just £1 towards looking after this special place, we would have around £15million to spend each year on conservation, environment, community, heritage and more.

'Visitor Payback' is a scheme which we set up with our business members to provide a way for our visitors to make this small contribution.

 

What is visitor payback?

Visitor Payback is the process of asking visitors to voluntarily support conservation by donating a very small amount of money via their bill or fees.

How does Nurture raise money through visitor payback?

Firstly we recruit tourism related businesses to become members of Nurture Lakeland. These businesses are our mechanism for gaining funds via Visitor Payback.

Our membership is made up of a large number of hotels and guest houses of all sizes, caravan parks, holiday cottage companies and a broad spread of tourism related businesses, such as design companies, transport companies and retailers.

Once businesses are members of Nurture, they pledge to raise money for a chosen conservation project. We help the business to choose an appropriate beneficiary for their fundraising.

 

"What fundraising techniques are used?"

Opt Out: One of the most successful and convenient methods that businesses use to fundraise is 'Opt out'. Businesses, typically hotels, add a small amount, usually just £1 to the customer's bill. The customer then has the option to 'opt out' of this payment, by crossing it off or un-ticking the box. The English Lakes Hotels group has to date raised a total of £81,000 as a result of a £1 opt out on customers' bills.

Match Funding: Some of our member businesses are also prepared to 'match fund' the monies raised by opt out, and some even double this.

Donations: We still put out collection boxes and although they don't bring in large amounts they still have their place. More successfully, we have recently started giving hotels donation envelopes which they put in guests rooms with their welcome pack.

Sponsored products: Some organisations have identified a product they can sell where either all or part of the revenue is passed on to Nurture Lakeland.

Benefits both ways: The Ullswater Steamer's ticket levy is a very good example of how Visitor Payback benefits everyone. A small 10p levy on the price of a ticket has to date brought in £20,000 for conservation work around the Ullswater Lake. This has been used to fund path repair work on the popular Howtown to Glenridding trail.

raven_1_w

There is benefit both ways from this work; benefit to walkers, who have a well maintained path to walk on, benefit to Ullswater Steamers who receive good publicity for their support, and a great benefit to the conservation of the lakeshore of Ullswater itself.

 

 

   
 

Nurture Lakeland, Windermere Road, Staveley, Cumbria LA8 9PL     T. 01539 822622    E. info@nurturelakeland.org  get directions >

Nurture Lakeland is a part of Nurture Cumbria, a charity registered in England and Wales with the charity number 1130453 and company number 3317259

photography featured in top header courtesy of  James Bell PhotographyJames Bell Photography