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Sep/Oct 09 Wildlife Leader article: PRN Uses Social Media to Further Mission

(National Wildlife Federation)

Prairie Rivers Network is on Facebook

Prairie Rivers Network (PRN), NWF's Illinois affiliate, received NWF Affiliate MiniGrant funds in 2009 to assist with the development of a sophisticated online outreach and development strategy. PRN's goal is to use the Internet and social media tools to reach new audiences, increase and diversify membership, and provide supporters with new ways to make a difference on behalf of Illinois' rivers and related habitats.

PRN's online communications project has empowered their staff, board, members and partners, to engage in new forms of advocacy, organizing, constituent networking and fundraising. Specifically, the project seeks to help PRN grow through: increased support from the business community, due to improved capacity to recognize sponsors; increases in their total supporter base from reaching new audiences; better retention of members, due to enhanced ability to tell their story in a vivid manner and ability to receive and respond to input from supporters;  and steady increases in online fundraising amounts, number of petition signatures, event registrations, and volunteer engagement opportunities.

The project will help PRN's efforts to protect and restore wildlife in Illinois by improving their ability to mobilize members and the broader community in support of clean water and habitat protection work. PRN will use the tools developed to further link Illinois residents in active ways to the rivers around them, connecting people with nature. Through the support of the NWF MiniGrant program and a matching grant from the Lumpkin Foundation, PRN has been able to develop this comprehensive online strategy including work with a specialized consultant and public workshops.

Check out PRN's website and Facebook page to see how they are using web technology to further their mission.