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How to Save the World
Unformatted Document Text:  (Tracking Number: ICA-15-11259) How to Save the World An Examination of Effective Practices of Non-Profit Environmental Organizations in the United States and England Introduction I think everyone underestimates public relations. Without letting people know what we do and without communicating our campaign names, we can’t change the public’s perception, we can’t change the perception of the government, and we can’t change the opinions of leaders and decision makers. Unless we are able to do that on a consistent and positive manner, a lot of our efforts become almost worthless. Our campaigns must be visible and proper public relations ensures that they are. -PR officer from London-based organization Environmental nonprofit organizations are entrusted with the weighty responsibility of educating the public, preserving pristine wilderness, and protecting wildlife to maintain the planet’s ecological balance. Their mission is difficult because they must accomplish these daunting tasks with restricted budgets, limited staff, and little support from the masses of people whose future they are struggling to sustain. As a result, these environmental agencies* must continually develop new ideas and campaigns to ensure the longevity of the natural environment, as well as their respective organizations. This study was devised in order to pinpoint effective strategies employed by this array of groups and examine how and why these campaigns were successful. In an attempt to obtain depth and rounded data, we chose to use structured interviews. In particular, the study focuses on the differences between agencies’ approaches to several tasks associated with running a successful environmental non-profit organization. The groups interviewed in this study range in age from 10 months to 107 years old. Despite this age gap (or as a result), there are a multitude of lessons that they can teach one another. Interviews were conducted in the United States and England to maximize different campaigns and operational techniques in use. Environmental activism is a critical responsibility on a global scale with the unified goal of a sustainable future. This study is a contribution toward attaining that goal. ____________________________ *The terms “organization,” “agency,” and “charity” will be used interchangeably throughout this paper.

Authors: Nordhoff, Andrew. and Downes, Edward.
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(Tracking Number: ICA-15-11259)
How to Save the World
An Examination of Effective Practices of Non-Profit
Environmental Organizations in the United States and England
Introduction
I think everyone underestimates public relations. Without letting people
know what we do and without communicating our campaign names, we
can’t change the public’s perception, we can’t change the perception of
the government, and we can’t change the opinions of leaders and decision
makers. Unless we are able to do that on a consistent and positive
manner, a lot of our efforts become almost worthless. Our campaigns
must be visible and proper public relations ensures that they are.
-PR officer from London-based organization
Environmental nonprofit organizations are entrusted with the weighty responsibility of educating
the public, preserving pristine wilderness, and protecting wildlife to maintain the planet’s
ecological balance. Their mission is difficult because they must accomplish these daunting tasks
with restricted budgets, limited staff, and little support from the masses of people whose future
they are struggling to sustain. As a result, these environmental agencies* must continually
develop new ideas and campaigns to ensure the longevity of the natural environment, as well as
their respective organizations. This study was devised in order to pinpoint effective strategies
employed by this array of groups and examine how and why these campaigns were successful. In
an attempt to obtain depth and rounded data, we chose to use structured interviews.
In particular, the study focuses on the differences between agencies’ approaches to several tasks
associated with running a successful environmental non-profit organization. The groups
interviewed in this study range in age from 10 months to 107 years old. Despite this age gap (or
as a result), there are a multitude of lessons that they can teach one another. Interviews were
conducted in the United States and England to maximize different campaigns and operational
techniques in use. Environmental activism is a critical responsibility on a global scale with the
unified goal of a sustainable future. This study is a contribution toward attaining that goal.
____________________________
*The terms “organization,” “agency,” and “charity” will be used interchangeably throughout this
paper.


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