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

By Paul Barbagallo

“Our research tells us that there are 50 [million] to 60 million Americans — one out of every three — who really care about the environment,” McGuire shares. “But when you look at all the housefiles in the sector, we’ve got maybe 3 [million] or 4 million of those people.”

Most environmental files represent the same core donor constituency: well-educated, affluent, older, suburban and predominantly white. Of that universe, about half fall into the distinct “user-group” category — hikers, bicyclists, campers, anglers, hunters, etc., people who generally enjoy the outdoors and wish to preserve a place for their chosen activities.