Environmental-conservation groups need to position themselves withn the mainstream, rather than as part of the “fringe.”

By Paul Barbagallo

But like Stein, McGuire acknowledges the need to attract a new choir of donors and supporters by freshening fundraising approaches. NWF has kick-started such initiatives online.

Roughly 100,000 subscribers receive the “Backyard Wildlife Habitat” newsletter, a segmented publication that provides tips and news for people who live in rural areas throughout the country. Thus far, more than 800,000 donors and prospects have signed up at www.NWF.org to receive new updates pertaining to wildlife and conservation issues via e-mail.