en about

rare inspires community-led change
that change lasts. that's rare.

our beliefs

What we’ve learned these past four decades informs what we believe:

Conservation is about people and motivating them to behave differently.
Human behavior is the root cause of every major conservation and development challenge. Therefore, changing how people behave is the single most important thing we can do to ensure nature’s survival. Since people are emotional beings, we can leverage emotions—such as pride—to drive people toward action and unleash transformative change.

The most pressing conservation challenges are local in nature but global in impact.
Nearly half of the world’s population (over 3 billion people) lives on less than $2.50 per day. The world’s poorest people depend on the world’s remaining forests, wetlands, and coral reefs to survive. Inspiring these communities to adopt new behaviors and practices that balance use and preservation requires a toolkit and mindset uncommon in conservation work.

our origin

It all started with a conservationist’s quest to save a tropical bird. Paul Butler’s successful campaign to save the St. Lucia parrot—by forging partnerships, engaging communities and building pride of place and natural resources—serves as the foundation for Rare’s signature Pride campaigns. Read more about the origin of Rare and our unique behavior science approach to conservation.

rare achievements
mascot with kids
350+ pride campaigns
world map
impact in over 50 countries
kids planting seedlings
Rare holds the highest ranking given by Charity Navigator