In 2010, Kruger (South Africa-born) introduced Shannon (Texas-born) to African penguins during her first visit to South Africa. Shannon was instantly enchanted. Kruger saw fewer penguins than he remembered. That same year, the IUCN declared African penguins an endangered species. Just 14 years later, they were uplisted to the critically endangered category.
Our Why
The people and ecosystems most affected by climate and resource decisions are often the least responsible for them. That imbalance, and the lack of empathy behind it, became impossible to ignore. Our tipping point came when we learned what was happening to African penguins. In the face of a global climate crisis, this is where our connection to South Africa, skills, and commitment enable us to make the greatest impact.
Every donation goes directly to our programs. We take no salaries, cover our own travel, and are not wealthy. We passionately believe this work matters.
Vision
A future where African penguins thrive — and where their recovery signals a global shift toward empathy, equity, and climate action that protects every coastline.
Mission
KruShan Foundation is a U.S. nonprofit organization protecting critically endangered African penguins by partnering with South African organizations with lived experience and local expertise to strengthen conservation capacity and advance empathy as a climate solution, ensuring those least responsible for climate harm can shape a future where penguin colonies thrive in the wild.
Theory of Change
The Need | The Work | The Results |
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Problem
African penguins are now critically endangered, with fewer than 9,000 breeding pairs remaining: a collapse from millions just decades ago. Their crisis reflects a larger truth: a lack of empathy in global climate action leaves vulnerable species and coastal communities in South Africa to bear the consequences of decisions made far from their shores. Without urgent action aligned with SDG 14 (Life Below Water) and SDG 17 (Partnerships for the Goals), and SDG 4 (Quality Education), African penguins could disappear from the wild by 2035.
People
We partner with South African nonprofits that protect critically endangered African penguins, restore vital habitats, and support the communities that depend on their survival.
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Input
1. Funding from donors and partners
2. Relationships with South African nonprofits 3. Local expertise, data, and frontline knowledge 4. Storytelling, education, and communication tools 5. Organizational capacity and operational systems Big idea
Empathy Is a Climate Solution — and the Penguins Are Calling for It
Partners
● Climate justice organizations
● Domestic and international marine animal and ocean conservation funders ● Non-profit organizations protecting African penguins Behaviors
Allies and Advocates:
● Decisions must consider impact on the most affected, not the most powerful ● Treat wildlife as intrinsically valuable and stop treating species loss as abstract ● Replace extraction‑first actions with care‑first actions ● Value and resource local expertise ● Reconnect people to responsibility |
Activities
We protect African penguins, partner with South African experts, and transform how climate decisions are made so empathy is adopted as a climate solution.
ProtectSafeguard critically endangered African penguins and the coastal ecosystems they depend on.● Fund rescue, rehabilitation, and colony monitoring ● Support habitat restoration and protection ● Provide resources that reduce harm to penguins and ecosystems PartnerHonor our partners’ expertise, reject donor-over-grantee power dynamics, and embrace trust-based philanthropy.● Strengthen local nonprofit capacity (training, tools, staffing) ● Build long‑term, trust‑based collaborations ● Partner with local schools and organizations to provide the DEEP Blue Ambassador Program for unerprivileged students TransformShift away from harm‑blindness and toward empathy‑centered action to advance empathy as a climate solution.● Create empathy‑centered climate storytelling and education ● Shift narratives around species loss and responsibility ● Engage donors and the public in empathy‑driven climate action |
Pathways to sustainability
● Maintain strong long‑term partnerships with South African nonprofits
● Use transparent, meaningful impact reporting ● Grow a global community of empathy‑driven supporters ● Keep operations lean and mission‑aligned, anchor every decision in our core belief ● Build local capacity, not dependency ● Diversify and stabilize funding streams Outputs (measurable)Protect● Penguins rescued, rehabilitated, and released● Colony monitoring hours/sites supported ● Artificial penguin houses provided Partner● Dollars invested directly in South African nonprofits● Staff and equipment provided or supported ● Number of students completing the three-year DEEP Blue Ambassador Program Transform● People reached through campaigns and storytelling● Empathy‑centered educational resources used (guides, workshops, educational series) ● Growth in donor participation and sustained giving |
Short-term outcomes
● Stronger, more stable nonprofits
● Increased public understanding of the penguin crisis ● Donors connected emotionally and ethically to the work Medium-term outcomes
● Improved survival and breeding success for African penguins
● Greater capacity and resilience among partner organizations ● More people making climate decisions with empathy in mind Long-term outcome (Impact)
We’re working toward a future where empathy rebalances the world, ensuring no species or community bears the cost of others’ choices. By 2035, African penguins will remain in the wild — thriving, resilient, and no longer on the brink.
BHAG*
Reverse the decline of African penguins and transform how the world responds to climate harm by advancing empathy‑centered action led by local experts.
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REASON
Those least responsible for climate harm carry the heaviest burdens. The African penguin’s decline is one example of why empathy must shape the solutions we choose.
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MISSION
KruShan Foundation is a U.S. nonprofit organization protecting critically endangered African penguins by partnering with South African organizations with lived experience and local expertise to strengthen conservation capacity and advance empathy as a climate solution, ensuring those least responsible for climate harm can shape a future where penguin colonies thrive in the wild.
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VISION
A future where African penguins thrive and where their recovery signals a global shift toward empathy, equity, and climate action that protects every coastline.
* Big, hairy, audacious goal
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KruShan Foundation Core Values
Leading with Empathy
Empathy is the emotional engine and heart of our work. It’s where we lead from. Not as a soft sentiment, but as a strategic force. Empathy turns “someone should do something” into “we want to help.” Empathy is the thread that weaves connection through every effort to safeguard critically endangered African penguins from extinction.
Our hashtag #NotBy2035, reflects a refusal to let empathy fade into apathy while extinction looms.
- Statistics about African penguin population declines and extinction risks can feel abstract. Empathy helps us see that penguins have lives, families, struggles, and triumphs.
- African penguins endure starvation, habitat loss, and oil spills. Empathy lets us imagine their experience and recognize their suffering, even when it’s invisible or distant.
- Their decline is mainly human-caused, driven by overfishing, climate change, and habitat disruption. Empathy transforms guilt into responsibility and action.
- Empathy reminds us that we’re not separate from nature. As indicators of ocean health, African penguins are sounding the alarm that our oceans and our future are unhealthy. Protecting penguins is protecting future generations. Our capacity to care remains intact.
- African penguins spark joy and connection. Empathy is about love. Penguins are charismatic, social, and deeply expressive. Caring for them can be a source of hope, humor, and belonging.
Our Impact
Wondering what empathy-led real-world change looks like? Our impact chart breaks it down.
Note: We are an IRS-qualified US 501(c)(3) nonprofit organization. Your donations are tax-deductible in the United States per current tax regulations.
Do you have any questions or would you like more information? Please get in touch with us. We love talking about African penguins.