Is Your Message on MySpace?

To date, The Nature Conservancy has concentrated its social network efforts on reaching new constituents. Its involvement with one network, StumbleUpon, has resulted in nearly 35,000 visitors to the Conservancy’s Web site. The organization also has experimented with promoting its Gather.com presence to current constituents on the Conservancy’s home page and via its e-mail newsletter. This test yielded approximately 60 new members to The Nature Conservancy’s Gather.com group. Gather.com is particularly interesting to the Conservancy because of the closely aligned public radio demographic, enabling increased brand-building and findability for a key audience.