EXERCISE 1:MARKET RESEARCH (Hu yumeiwei 0138920)

 NGO of Free tree social Kuala Lumpur

Market Research — Kipling Q&A (20 Questions)

 

1. Who is FTS KL?

FTS KL, or the Free Tree Society Kuala Lumpur, is a grassroots environmental NGO in Kuala Lumpur (Freetree Society, n.d.). Born out of a passion for environmental stewardship, it has dedicated itself to not only distributing free trees but also acting as an educational beacon. By doing so, it seeks to empower communities with the knowledge and tools to engage in environmental conservation. This dual - approach of tree - distribution and education sets it apart as a dynamic force in the local environmental landscape, working to transform urban spaces and the mindsets of city dwellers alike.

2. What does FTS KL do?

FTS KL undertakes a comprehensive range of activities aimed at promoting environmental sustainability. It runs seedling nurseries where a diverse variety of tree species are nurtured, carefully cultivated to ensure healthy growth before being distributed to the community (Freetree Society, n.d.). The free giveaways are not just about providing trees; they are opportunities for community members to learn about the importance of urban greening and how they can contribute to it. Through workshops, FTS KL delves deeper into environmental topics, from composting techniques to sustainable living practices. Their mobile outreach takes this education on the road, reaching schools, community centers, and other locations, making environmental knowledge accessible to a wider audience. And with urban forest restoration projects, FTS KL actively works to reverse the impacts of urbanization on local ecosystems.

3. Where do they operate?

FTS KL has established its presence at key locations in Kuala Lumpur, namely facilities at Bangsar, Taman Tugu, and Pulai Trail in Federal Hill (Freetree Society, n.d.). These locations are strategically chosen. Bangsar, a bustling area, benefits from the greening efforts that can mitigate the urban heat island effect and enhance the aesthetic appeal. Taman Tugu, with its natural beauty, serves as an ideal spot for urban forest restoration projects, helping to preserve and enhance local biodiversity. The Pulai Trail in Federal Hill is another crucial area where FTS KL focuses its efforts, ensuring that the urban forest there remains healthy and vibrant, providing a green oasis for city residents.

4. When were they founded?

Initiated in May 2012, FTS KL took its first steps towards environmental change (Freetree Society, n.d.). This initial phase was a time of planning, gathering resources, and building a vision. A year later, in May 2013, it was officially registered, marking a significant milestone. This registration provided the organization with a more formal structure, allowing it to expand its reach, form partnerships, and implement more comprehensive environmental programs. Since then, FTS KL has continued to grow and evolve, steadily making an impact on the environment and the community.

5. Why were they created?

In an era of rapid urbanization, FTS KL was created with a clear purpose: to reconnect city dwellers with nature, promote biodiversity, and build environmental stewardship (Freetree Society, n.d.). As cities expand, the connection between people and the natural world often weakens. FTS KL recognized the need to bridge this gap, understanding that a reconnection with nature can lead to a greater appreciation for the environment and inspire individuals to take action to protect it. By promoting biodiversity, the organization aims to create more resilient urban ecosystems that can better withstand the challenges of climate change. And through building environmental stewardship, FTS KL hopes to create a community of individuals who are actively involved in environmental conservation, ensuring a sustainable future for Kuala Lumpur.

6. How do they operate?

FTS KL operates through a multi - faceted approach that relies on the support of volunteers, meticulous nursery care, engaging public events, strategic partnerships, and innovative mobile education platforms (Freetree Society, n.d.). Volunteers are the lifeblood of the organization, contributing their time and energy to activities such as tree - planting, nursery maintenance, and event organization. The nursery care is a crucial aspect, as it ensures the production of healthy, high - quality tree seedlings. Public events, such as giveaway days and workshops, serve as platforms for community engagement and education. Strategic partnerships with various entities, from businesses to other NGOs, provide additional resources, expertise, and support. And the mobile education platforms, like the On - the - Go outreach, allow FTS KL to reach remote and underserved areas, spreading their environmental message far and wide.

7. How many trees have been given away?

Since 2013, FTS KL has achieved an impressive feat by giving away over 70,800 trees (Freetree Society, n.d.). This large number of distributed trees has had a significant impact on the urban landscape of Kuala Lumpur. Each tree planted contributes to improving air quality, providing shade, reducing noise pollution, and enhancing the overall aesthetic of the city. The cumulative effect of these trees is not only visible but also measurable in terms of the positive environmental and social benefits they bring to the community. This achievement is a testament to the hard work and dedication of FTS KL, its volunteers, and partners.

8. Who are their partners?

FTS KL has forged partnerships with a diverse range of organizations, including CIMB Islamic, BRDB, The Body Shop, AirAsia, Yayasan Sime Darby, Swift, and Aeon (Freetree Society, n.d.). These partnerships are mutually beneficial. For FTS KL, they provide financial support, access to resources, and increased visibility. For example, partnerships with businesses like AirAsia can help with logistics and transportation for tree - planting events in remote areas. Collaborations with organizations such as The Body Shop, which have a strong brand image and customer base, can raise awareness about FTS KL's initiatives among a wider audience. These partnerships also allow FTS KL to pool resources and expertise, enabling them to implement more impactful environmental projects.

9. What is the NGO’s core cause?

The core cause of FTS KL encompasses urban greening, biodiversity promotion, environmental education, and climate action, all of which are closely tied to Sustainable Development Goals (SDGs) 11, 12, 13, and 15 (Freetree Society, n.d.). Urban greening is essential for creating livable cities, as it helps to combat the negative effects of urbanization, such as heat stress and pollution. By promoting biodiversity, FTS KL is working to preserve the variety of plant and animal life in urban areas, which is crucial for ecosystem health. Environmental education is the foundation for long - term environmental change, as it empowers individuals to make informed decisions about their actions. And through climate action, FTS KL is contributing to the global effort to mitigate and adapt to climate change. Aligning with the SDGs gives the organization a clear framework and direction for its work.

10. Which SDGs do they represent?

FTS KL represents SDG 11 (Sustainable Cities), SDG 12 (Responsible Consumption), SDG 13 (Climate Action), and SDG 15 (Life on Land) (Freetree Society, n.d.). In relation to SDG 11, their urban greening projects help to create more sustainable and livable cities. For SDG 12, their educational initiatives on topics like composting and recycling encourage responsible consumption and production. In the context of SDG 13, tree - planting and forest restoration projects play a vital role in carbon sequestration and climate change mitigation. And with SDG 15, their efforts in promoting biodiversity and protecting urban forests contribute to the conservation of life on land. By working towards these SDGs, FTS KL is making a significant contribution to global sustainability goals at the local level.

11. What is their mission & vision?

The mission of FTS KL, to nurture environmental stewards via free trees and education, is a powerful statement of its purpose (Freetree Society, n.d.). By providing free trees, the organization gives individuals the opportunity to directly participate in environmental conservation. And through education, it equips them with the knowledge and skills to become effective environmental stewards. Their vision, to saturate Malaysian cities with greenery, is an ambitious yet inspiring goal. This vision drives all of their activities, as they strive to transform urban landscapes into lush, green oases. It represents a future where every corner of Malaysian cities is filled with the benefits of nature, from cleaner air to enhanced well - being for city residents.

12. What is their organizational structure?

FTS KL has a well - defined organizational structure that consists of an Executive Committee (EXCO), a staff of 11+, and programme managers for Operations, On - the - Go, Nurseries, and Trail, all supported by a large number of volunteers (Freetree Society, n.d.). The EXCO provides strategic leadership and direction, making key decisions that shape the organization's future. The staff members handle the day - to - day operations, ensuring the smooth running of programs and projects. The programme managers are responsible for the specific areas of work, such as overseeing the nursery operations or managing the On - the - Go outreach. And the volunteers, with their diverse skills and enthusiasm, play a crucial role in implementing the various activities on the ground. This structure allows for efficient coordination and collaboration, enabling FTS KL to effectively carry out its environmental initiatives.

13. What are FTS KL’s core programs?

FTS KL's core programs are Giveaway Days, Rewild efforts, On - the - Go outreach, corporate CSR workshops, and Pulai Trail conservation (Freetree Society, n.d.). Giveaway Days are the cornerstone of their tree - distribution efforts, bringing communities together and providing them with the opportunity to take home a tree and contribute to urban greening. The Rewild efforts focus on enhancing local biodiversity by promoting the growth of native plants and creating habitats for wildlife. On - the - Go outreach is an innovative program that takes environmental education directly to schools, reaching the next generation and inspiring them to care for the environment. Corporate CSR workshops engage businesses in environmental projects, allowing them to contribute to sustainability while also providing valuable resources and support to FTS KL. And the Pulai Trail conservation project is dedicated to the long - term preservation and restoration of the urban forest at Pulai Trail. Each of these programs plays a unique and essential role in achieving FTS KL's mission and vision.

14. Who are their beneficiaries?

The beneficiaries of FTS KL are diverse and far - reaching, including homeowners, schools, marginalized groups, community gardens, NGOs, and B40 youth (Freetree Society, n.d.). Homeowners can enhance the beauty and functionality of their properties while also contributing to the environment by planting the free trees. Schools benefit from the educational programs, which help to instill environmental values in students from an early age. Marginalized groups and B40 youth gain access to environmental education and opportunities for community engagement, which can have a positive impact on their quality of life. Community gardens become more vibrant and sustainable with the addition of new trees and plants. And other NGOs can collaborate with FTS KL, sharing resources and expertise to achieve common environmental goals. This wide range of beneficiaries ensures that the impact of FTS KL's work is felt across different segments of society.

15. How are volunteers engaged?

Volunteers are engaged in a multitude of ways by FTS KL, including participation in giveaways, nursery work, tree planting, guided walks, and on - the - Go sessions (Freetree Society, n.d.). During giveaways, volunteers help with organizing the event, distributing trees, and providing information to the community. In the nursery, they assist with tasks such as watering, pruning, and potting seedlings. Tree - planting events rely heavily on volunteers to dig holes, plant the trees, and ensure their proper care. Guided walks allow volunteers to share their knowledge of the local environment with others, enhancing the educational aspect of FTS KL's work. And in on - the - Go sessions, volunteers may help with setting up equipment, facilitating workshops, and interacting with students. This diverse range of engagement opportunities allows volunteers to find an activity that suits their interests and skills, ensuring a high level of motivation and commitment.

16. Strengths?

FTS KL's strengths are numerous and significant. It enjoys strong community trust, which is essential for the success of its environmental initiatives (Freetree Society, n.d.). The hands - on nature of its programs allows community members to actively participate in environmental conservation, fostering a sense of ownership and pride. Its strong volunteer base provides a wealth of human resources, enabling the organization to undertake large - scale projects. Corporate support, through partnerships, offers financial and material resources, as well as increased visibility. And its SDG - aligned mission gives it a clear direction and purpose, making it more attractive to potential partners, donors, and volunteers. These strengths combined make FTS KL a highly effective and respected environmental NGO in Kuala Lumpur.

17. Weaknesses?

Despite its many strengths, FTS KL also faces some challenges. One of its main weaknesses is its dependence on donations and volunteers (Freetree Society, n.d.). Fluctuations in donations can impact the organization's ability to fund its projects and programs. And relying solely on volunteers means that there may be limitations in terms of the consistency and scale of operations. The limited number of paid staff can also be a constraint, as it may be difficult to handle all the administrative, planning, and implementation tasks required for large - scale environmental initiatives. Additionally, the yet - to - complete national expansion restricts its reach, preventing it from having a greater impact across Malaysia.

18. Opportunities?

FTS KL has several promising opportunities for growth and expansion. The potential for national rollout would allow it to spread its environmental initiatives across Malaysia, reaching more communities and having a greater impact on the country's environmental landscape (Freetree Society, n.d.). Strengthening CSR partnerships can provide additional financial and resource support, as well as open up new avenues for collaboration. Biodiversity restoration projects offer the chance to enhance the ecological health of urban and rural areas. Youth engagement is another area with great potential, as young people can be powerful agents of environmental change. And accessing climate funding can provide the necessary resources to implement more ambitious climate - action projects. By capitalizing on these opportunities, FTS KL can further its mission and vision.

19. Threats?

FTS KL faces several threats that could potentially impede its progress. Urban development, with its increasing demand for land, can encroach on existing green spaces and disrupt its urban forest restoration projects (Freetree Society, n.d.). Environmental risks, such as natural disasters and climate - related events, can damage its tree plantings and nursery facilities. Competition for grants among environmental organizations can make it more difficult for FTS KL to secure the funding it needs for its programs. And possible regulatory shifts may introduce new challenges or restrictions that could affect its operations. These threats highlight the need for FTS KL to be proactive in its planning and strategy to overcome potential obstacles.

20. What is the Pulai Trail project?

The Pulai Trail project is a significant undertaking by FTS KL, focusing on rehabilitating a 13 - acre urban forest (Freetree Society, n.d.). Through ongoing maintenance activities, such as pruning, weeding, and pest control, the organization ensures the health and vitality of the forest. Planting initiatives aim to increase the density and diversity of tree species, enhancing the ecological value of the area. Advocacy efforts play a crucial role in raising awareness about the importance of the Pulai Trail forest and garnering support from the community and relevant stakeholders. With a monthly funding of RM4,000, FTS KL is able to carry out these activities and work towards the long - term conservation of this urban forest, which serves as a vital green space and habitat for wildlife in Kuala Lumpur.

21. What is PowerPlantChallenge?

The PowerPlantChallenge is a global reforestation campaign with the ambitious goal of getting each person to plant 20 trees (Freetree Society, n.d.). This campaign aligns well with FTS KL's mission of promoting tree - planting and environmental conservation. By participating in or promoting the PowerPlantChallenge, FTS KL can encourage the local community to take an active role in global reforestation efforts. It provides an opportunity for individuals to contribute to the fight against climate change on a personal level, while also increasing the overall tree cover in Kuala Lumpur.

22. What is On - the - Go outreach?

On - the - Go outreach is a mobile education unit that FTS KL has been operating since 2023 (Freetree Society, n.d.). This innovative program brings environmental education directly to schools, eliminating the barriers that may prevent students from accessing such knowledge. Through engaging and interactive sessions on topics like planting, composting, recycling, and biodiversity, the On - the - Go outreach aims to inspire the next generation to become environmentally conscious citizens. By reaching students where they are, FTS KL is able to plant the seeds of environmental stewardship in young minds, ensuring a more sustainable future.

23. What is Rewild Malaysia?

Rewild Malaysia is an initiative by FTS KL that focuses on native plant giveaways and biodiversity - boosting citizen science in the Bangsar Ecological Corridor and Taman Tugu (Freetree Society, n.d.). By distributing native plants, the organization helps to restore the natural balance of these areas, as native species are better adapted to the local environment and provide essential habitats for wildlife. The citizen science aspect of the project encourages community members to get involved in monitoring and documenting the biodiversity in these areas. This not only provides valuable data for conservation efforts but also fosters a sense of connection and responsibility towards the environment among the local community.

24. What feedback have they received?

FTS KL has received positive feedback from various quarters. Volunteers have praised the free plants and eco - friendly product events, highlighting the enjoyable and educational nature of these activities (Freetree Society, n.d.). The organization is also commended for its efforts in providing both greenery and knowledge to budget - conscious communities. This feedback indicates that FTS KL's initiatives are not only making a positive environmental impact but also a social one, by engaging and benefiting different segments of the community. It serves as an encouragement for the organization to continue and expand its work.

 

Individual Reflection

 

This market research exercise, guided by the Kipling framework, revealed how FTS KL has grown from a grassroots tree giveaway initiative into a multi-program environmental force. I appreciate how structured questioning brought strategic clarity across SDGs, SWOT dynamics, programmatic diversity, and community impact. Crafting this overview enhanced my understanding of NGO scalability, grassroots mobilisation, and the importance of program alignment with global environmental goals.

 

APA Reference List

 

Free Tree Society. (n.d.-a). About. Retrieved from [https://freetreesociety.org/index.php/about/](https://freetreesociety.org/index.php/about/) ([freetreesociety.org][1])

Free Tree Society. (n.d.-b). Join & Support. Retrieved from [https://freetreesociety.org/index.php/join-support-2/](https://freetreesociety.org/index.php/join-support-2/) ([freetreesociety.org][3])

 Free Tree Society. (n.d.-c). Get #FreeTrees. Retrieved from [https://freetreesociety.org/index.php/whats-on/](https://freetreesociety.org/index.php/whats-on/) ([freetreesociety.org][7])

 Pulai Trail Community Forest. (n.d.). Community support. Retrieved from [https://pulaitrail.info/community-support/](https://pulaitrail.info/community-support/) ([pulaitrail.info][5])

 Happy Go KL. (n.d.). Free Tree Society KL volunteer activities. Retrieved from HappyGoKL.com ([happygokl.com][6])

 Reddit user “Refiller Mobile”. (2023, Jan 31). PSA: Affordable eco friendly products. r/malaysians*. ([reddit.com][8])