Donor Focus: Getting John Q. Public to Hug a Tree
Environmental-conservation groups need to position themselves within the mainstream, rather than as part of the "fringe."
“This is a pretty active group,” Murray shares. “They write letters, send e-mails, make phone calls and sign petitions.”
NRDC boasts more than 550,000 “online activists” — individuals defined internally as those who take action on behalf of the organization and might or might not contribute actual dollars.
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