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1995 annual report.

AMERICAN FORESTS continued, in 1995, its special role of touching people and influencing policies in ways that are essential for conserving trees and forests. A strategic planning process resulted in the reorganization of programs under the umbrella of three centers: Forest Policy, Urban Forestry, and Global ReLeaf. The Forest Policy Center built on our ground-breaking work on ecosystem management and forest health to lay the foundation for a new initiative in community-based forestry with some innovative and dynamic local partnerships.

The "newer" programs of this 120-year-old organization, Global ReLeaf tree planting and urban forestry, have especially sparkled. As the Urban Forestry Center developed a truly innovative high-tech method for mapping and analyzing the value of trees and other features of urban ecosystems, the urban forestry and Global ReLeaf staffs paid attention to the "high-touch" side with a premier national urban and community forest conference and other training and action programs for the growing national community of activists, scientists, and practitioners.

As we build on these successes, we continue to struggle to build the membership and support of contributors that are necessary for an organization with a high-quality magazine like American Forests and for an effective presence in Washington. That is the challenge we are struggling to meet even as we see that our science-based, collaborative approach to fostering conservation action and constructive dialogue on contentious issues is becoming more and more validated as the way to improve the environment and society.

The Global ReLeaf Center

Global ReLeaf transforms the research and policy work of AMERICAN FORESTS' Forest Policy and Urban Forest centers into on-the-ground opportunities for people. Since 1988, it has empowered citizens to take positive actions to improve their local environments, especially by making tree planting and care accessible to a wide range of individuals and organizations.

Global ReLeaf Forests - What do an island on the Mississippi River, a sandhill in Florida, and the windward slope of Hawaii's Mauna Kea have in common? All are examples of the 62 Global ReLeaf Forests established since 1990 with the support of private sector donors and our Global ReLeaf partners - a total of 3.7 million trees planted on 6,700 acres of damaged or abused land. In 1995, 1.3 million trees were planted on 25 Global ReLeaf Forest sites. (Some multi-year projects have not yet been reported.)

Global ReLeaf Fund - The Global ReLeaf Fund provides small, cost-share grants to local nonprofit organizations for tree planting and maintenance projects in communities across America, as well as to 21 AMERICAN FORESTS Global ReLeaf International partners. Since 1989 the Fund has supported 340 projects here and abroad with nearly $3 million in grants.

In 1995, Global ReLeaf International expanded its work with nonprofit partners in Bulgaria, Slovakia, Romania, Russia, and Ukraine, and formed new partnerships with organizations in Venezuela, the Gambia, and India. The success and visibility of Global ReLeaf International led to the U.S. government's invitation for AMERICAN FORESTS to participate in its Country Studies program (see section on Forest Policy Center for details).

Citizen Forestry Support System

A partnership of AMERICAN FORESTS and Los Angeles' TreePeople, the Citizen Forestry Support System (CFSS) strengthens the citizen forestry movement by providing specific and practical resources to create more effective, inclusive, responsible, and informed citizen forestry groups across the nation. During 1995, CFSS conducted workshops on environmental justice and efficiency at the 7th National Urban Forest Conference; provided assessments for the Delaware, Kansas, and Arkansas urban forest councils; launched a quarterly newsletter, Lean & Green; created a series of tipsheets; and provided information and referrals to hundreds of callers to its 800/323-1560 hotline.

The National Register of Big Trees

The biennial National Register of Big Trees, sponsored by The Davey Tree Expert Company, inspires people to search for the largest tree of each species. Tree hunters discovered nearly 200 new champions for the 1996 edition, increasing the total number of champions to 840.

Forest Policy Center

During 1995 - a year of transition and refocusing - the Forest Policy Center embarked upon a long-term initiative in community-based forestry that incorporates themes of ecosystem management and forest health. The project also examines the role of local communities, both urban and rural, in managing and caring for adjacent forests.

The Forest Policy Center helped clarify the concept of community-based forestry by cosponsoring a meeting in northern California with the Lead Partnership Group, a consortium of bioregional and local watershed-based groups.

The Center also joined the Communities Committee of the Seventh American Forest Congress, whose mission is to increase public awareness of the interdependence between forests and communities. Four new publications were released in 1995. "Forest Ecosystem Health in the Inland West: A Science and Policy Reader" is an easy-to-read presentation of information we've developed over the past three years. It presents forest-health issues from an ecosystem perspective, focusing on the natural and human forces shaping forests as well as the policy framework that will determine their future protection and management. Our objective: developing a broad understanding of forest-health issues and promoting constructive dialogue between environmental and forest-industry interests.

"Building Partnerships for Ecosystem Management on Mixed Ownership Landscapes: Regional Perspectives" presents ideas and perspectives on facilitating closer cross-boundary cooperation for ecosystem management through voluntary approaches using incentive - and information - based means. Nationwide workshops, held in 1994, provided raw data for the text.

"Maintaining the Public Benefits of Private Forests through Targeted Tax Options" evaluates the effect of current federal tax policies on nonindustrial private forest landowners and provides them with a corresponding new tax device Green Investment Reinvestment Accounts (GIRAs).

The U.S. Country Studies Program

During 1995 AMERICAN FORESTS expanded its activities with the U.S. Country Studies Program - a multi-agency effort to assist countries in developing studies, plans, and actions to address the threat of global climate change - by providing forestry assistance to developing countries and countries with economies in transition. Our role is to help countries build the capacity to develop and implement forestry projects through public-private partnerships. AMERICAN FORESTS staff met with representatives of government agencies and nongovernmental organizations to identify possible forestry measures during visits to eight countries - Slovakia, Romania, Bulgaria, Ukraine, Russia, the Gambia, the Philippines, and Venezuela.

Late in 1995, AMERICAN FORESTS prepared the forestry section of a hand-book on developing climate change action plans in cooperation with a group of technical experts. We're expanding our assistance with forest plans and action to additional countries, including China, Indonesia, Mexico, and Egypt.

Urban Forest Center

The Urban Forest Center continues to provide innovative conservation work through high-tech programs that make the benefits of trees easier for all to understand. The Center launched CITY green, a desktop Geographic Information System (GIS) computer software program that helps communities map, measure, and analyze urban ecosystems. The software, based on a GIS technique AMERICAN FORESTS created in 1994 to analyze the value of trees and other natural resources, is an application for Environmental Systems Research Institute's (ESRI) ArcView 2.1 program. The program provides detailed information on the economic benefits of trees and other environmental resources as a planning and policy tool for local governments, planning offices, citizen groups, and more. Its desktop format should encourage hundreds of communities to put natural resources into their planning process. In the fall, AMERICAN FORESTS' Urban Forest Center and the National Association of Home Builders published Building Greener Neighborhoods: Trees as Part of the Plan. This award-winning book shows how to conserve trees to enhance the appeal of a new development; select trees to save, plant, remove, or transplant; reduce development costs; publicize and market tree conservation efforts; create a tree conservation plan to guide land planning; and minimize disturbance to trees slated for protection.

7th National Urban Forest Conference

Over 700 people attended AMERICAN FORESTS' 7th National Urban Forest Conference - Inside Urban Ecosysems - in New York City in September. Topics ranged from analyzing urban ecosystems to communication and policy programs for urban areas. The conference included tours of Central Park, Jamaica Bay Gateway National Wildlife Refuge, and Prospect Park Forest Restoration Project. Keynote speakers were Jack Ward Thomas, chief of the USDA Forest Service; author Daniel Botkin, director of the Program on Global Change at George Mason University; and Jim Lyons, assistant secretary, U.S. Department of Agriculture. Conference organizers were AMERICAN FORESTS, the New York State Department of Environmental Conservation, and many regional and local organizations. The conference's presenting sponsor was Chevrolet/Geo Environmental.

Cool Communities

AMERICAN FORESTS' Cool Communities program continued to grow and coordinate conservation efforts in its seven model cities throughout 1995. Two new communities - Salt Lake City, Utah, and Andrews Air Force Base in Maryland - came on board. This national recognition and demonstration program, in cooperation with the U.S. Department of Energy, promotes strategic tree planting and surface-color lightening projects to improve local environments and cut energy bills.

Communications and Publications

Through the leadership of its communications department, AMERICAN FORESTS was an important partner in the year-long effort to organize the Seventh American Forest Congress. A 114-year-old tradition, the Congress brought people from different points of view and interests together to develop a common vision for the future of U.S. forests. Eight months of media outreach, planning, and 51 local roundtables led to the great success and high media coverage of the February 1996 event.

The communications department collaborated with representatives of place-based rural forest partnerships to help their voices be heard and led efforts to mobilize the urban forestry community's participation and impact on the process. With the support of the Mead Corporation, we assisted over 40 members of the urban forestry community with travel expenses or registration scholarships.

Publicity for Global ReLeaf tree-planting projects brought national attention. Publications including Time, National Geographic, and The New Yorker donated hundreds of thousands of dollars worth of advertising space for the program.

The publications department produced numerous forest policy and urban forestry publications, public service announcements, newsletters, brochures, and, of course, the organization's two magazines, as well as the logo and marketing materials for September's 7th National Urban Forest Conference in New York City.

Following a survey indicating strong crossover interests between the readers of Urban Forests and the organization's flagship publication, American Forests, the two magazines were combined into one quarterly publication. American Forests magazine became the sole reporter of the organization's cutting-edge programs and related developments, events, and opinions.

For example, the complex world of wildfire and prescribed fire management, including an article by Interior Secretary Bruce Babbitt, was featured in the July/August issue, continuing our leading role in shaping national wildfire policy debates. AMERICAN FORESTS was a major consultant on television documentaries on the topic, including the excellent Fighting Fire With Fire on the A&E network.

In the fall of 1995, the communications and publications departments merged, combining their resources to present the core conservation and action work of AMERICAN FORESTS to members and the public.

The new communications department brought AMERICAN FORESTS online with its own Web page - check it out at

Administration/Marketing (Supporting Services)

Membership and Supporters: AMERICAN FORESTS' combined member and supporter base hit 130,000 in 1995. The subscription base for American Forests magazine was 18,000. During the year, 5,000-6,000 Famous & Historic Trees were purchased.

Administration: The total number of employees, fellows, and interns decreased from 52 in 1994 to 46 in 1995. Administrative and general expenses were 15 percent of the total budget, and the cost for membership and fundraising was 6 percent. Seventy-nine percent of all income went directly to conservation programs. More than 3,000 federal employees contributed to AMERICAN FORESTS through the Combined Federal Campaign and various other state, county, local, and workplace giving campaigns. Total revenues in 1995 reached $3,776,965.

AMERICAN FORESTS continued as a founding member of Earth Share, a federation of environmental and conservation groups specializing in workplace fundraising. Earth Share participates in the Combined Federal Campaign as well as many state, county, local, and corporate workplace campaigns. AMERICAN FORESTS was the first of 40 Earth Share organizations to establish an employee fundraising campaign, and 25 employees pledged more than $2,800 in support in 1995 for conservation programs. To donate to AMERICAN FORESTS through CFC, specify the number 0901 on your CFC pledge card. For more information about how to participate in a workplace giving campaign, contact AMERICAN FORESTS at 800/368-5748.

Corporate Partners

In 1995, corporate partnership building strengthened with both new partnerships and continued relationships with long-time partners. Efforts with new supporters like Exxon and Pennsylvania House furniture and long-time supporters like Dayton-Hudson Department Stores and Bruce hardwood floors helped Global ReLeaf hit the 3.7 million trees mark.

A few examples of partnership building at work are:

Davey Tree

A national sponsor of AMERICAN FORESTS since 1987, The Davey Tree Expert Company is one of the nation's premier tree-care companies. Committed to environmental responsibility, it maintains high standards of environmental sensitivity in its work. Among other things, Davey's generous support has funded the Big Tree Program,which includes the National Register of Big Trees and the Big Tree calendar.

Eddie Bauer

AMERICAN FORESTS and outdoor outfitter Eddie Bauer forged a unique partnership in 1995 called the Eddie Bauer-Global ReLeaf Tree Project, which involves Eddie Bauer customers in the restoration of damaged forest ecosystems around the country. Through its Add a Dollar, Plant a Tree initiative, Eddie Bauer and its customers planted over 250,000 trees in Global ReLeaf Forests in 1995.

Chevrolet/Geo Environmental

Chevrolet/Geo Environmental - long a major sponsor of Global ReLeaf - continued its support of AMERICAN FORESTS in 1995 as presenting sponsor of the 7th National Urban Forest Conference. During the past eight years, Chevrolet/Geo has sponsored the planting of hundreds of thousands of trees in Global ReLeaf projects.


Larson-Juhl, the nation's largest manufacturer of picture frames and framing products, has been a long-term supporter of AMERICAN FORESTS' tree planting efforts. In 1995, the company provided funding to restore damaged forest ecosystems in Africa and Latin America through our Global ReLeaf International program and has pledged long-term support for-Global ReLeaf 2000.


The Texaco/Global ReLeaf Urban Tree Initiative has provided over $2 million to local organizations for urban tree-planting projects. Texaco continues to support AMERICAN FORESTS' action and education programs through a grant from the Texaco Foundation.

Supporters 1995

$100,000 and up

Chevrolet/Ceo Environmental Earth Share/Combined Federal Campaign Eddie Bauer Inc.


Exxon International Paper National Tree Trust Reese Brothers Inc. Texaco Foundation


Absolut Vodka (Ski Sports Marketing) American Electric Power Service Corporation Associates Bank AT&T BankAmerica Mortgage Boise Cascade Briggs & Stratton Corporation Brooklyn Union Bruce hardwood floors Consolidated Edison Company of New York Inc. The Davey Tree Expert Company Edison Electric Electric Power Research Institute Ford Foundation Georgia Forestry Commission Georgia Power Company William and Flora Hewlett Foundation Home Depot Interstate Power Company Larson-Juhl Larkin Meeder & Schweidel/Poulan Mead Corporation Metropolitan Dade County National Association of Home Builders Niagara Mohawk Power Corporation Parks and People Foundation Pennsylvania House The Nature Company The Seagram Classic Wine Co. Sterling Vineyards Switzerland Cheese Association T.I. Industries-Woodlands 2000 West Penn Power Weyerhaeuser Family Foundation


ACRT Adgap Group Mrs. Willard Brown California Community Foundation Champion International Corporation Chelsea Green Publishing Conoco Inc. Coors Brewing Co. Coral Gables High School Environmental Action Coalition F.A. Bartlett Tree Expert Company Florida International University Florida Power & Light Frontier Cooperative Herbs German Marshall Fund of the United States Good Earth Teas Guess? H. Alpert & Company Hart Scientific Merrill G. and Emita E. Hastings Foundation Heller Foundation of San Diego Hi-Rise Recycling International Health Awareness Center MBNA America Bank, N.A. McDonnell Douglass Foundation Melitta USA Inc. Natwest Bank Octane Boost Orange & Rockland Utilities Peachtree Business Products Peoples Gas Lois W. Peterson Estate Ransom Everglades School Ruegg Fireplaces Seagram & Sons Edith B. Smith Trust Smith Richardson Foundation Try-Foods United Design Corporation Westvaco Foundation Wheelabrator Woodstock Percussion Inc. Xerox Corporation

Federal Cooperators

U.S. Environmental Protection Agency USDA-Forest Service U.S. Department of Energy USDI-Bureau of Land Management
Balance Sheet

Assets 1995 1994

Cash $ 67,605 $ 106,885
Receivables & Inventories 839,558 591,240
Property & Equipment 88,915 94,003
Long-term Investments 1,491,525 2,238,240
Other 300,263 258,893

Total Assets 2,787,866 3,289,261


Accounts Payable 533,691 279,828
Due to Restricted Fund 216,916 216,916
Deferred Revenue 412,549 549,743

Total Liabilities 1,163,156 1,046,487

Fund Balances 1,624,710 2,242,774

Total Liabilities
& Fund Balances 2,787,866 3,289,261
COPYRIGHT 1996 American Forests
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1996, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:includes brief reports on programs, services, conference and corporate partners; AMERICAN FORESTS
Author:Hubbard, James
Publication:American Forests
Date:Jun 22, 1996
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