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

By Paul Barbagallo

“We have had a solid couple of years in terms of fundraising and membership growth, and one of the big positive changes, particularly, has been with our online fundraising and activism,” says Jack Murray, development director of New York-based NRDC.

The charity’s Web site, www.NRDC.org, features a section called “Earth Action Center,” where visitors can send elected officials personalized e-mails on just about every issue threatening natural resources. Among the hot topics: “Tell the EPA to phase out ozone-destroying, cancer-causing methyl bromide”; and “Urge your representative to help restore our oceans’ declining fish stocks.”