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Audubon's mission is to conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth`s biological diversity.

Our national network of community-based nature centers and chapters, scientific and educational programs, and advocacy on behalf of areas sustaining important bird populations, engage millions of people of all ages and backgrounds in positive conservation experiences.

National Audubon Society Strategic Plan

Creating a Culture of Conservation

The Change, the Challenge, the Plan

Though an old story, it bears re-telling -- of how, a century ago, determined citizens banded together in common outrage against the slaughter of herons and egrets whose feathers were being used to adorn ladies` hats. Those citizens, who succeeded in fostering laws to protect birds and their rookeries, called themselves the Audubon Society.

The story has resonated throughout the history of the conservation and environmental movements because its guiding ethic still lies at the heart of our collective vision -- an ethic which asserts that citizens can and must succeed in preserving their natural heritage.

Audubon`s story parallels the story of the environmental movement, as one of its leaders, as its bellwether. In the first half of the century, Audubon was there to lead the way when protection of the nation`s "crown-jewel" wildlands topped the agenda. And during the 1970s and 80s, Audubon was there at the vanguard when the nation`s landmark environmental laws were enacted. But a sea change has occurred on the environmental scene -- a scene that now includes a strong opposition, a scene that reflects the nation`s evolving demographics and a shift of impetus in government from Capitol Hill to the 50 state houses and, ultimately, to local communities.

Change is challenging, but Audubon`s story has always been about rising to the challenge. So, to prepare ourselves to lead the environmental movement boldly forward into the new millennium, Audubon has just completed a long-term strategic plan. The process which led to the plan was thoughtful, rigorous, and disciplined -- encompassing interviews, focus groups, and surveys that involved all of Audubon`s staff and Directors, dozens of leading environmentalist, 700 Audubon chapter leaders, and nearly 1,300 randomly-selected Audubon members. The questions posed were tough, the answers were honest.

The resulting plan maps Audubon`s course for the next 25 years, as we dedicate ourselves to bringing about a national and, yes, worldwide culture of conservation.

To accomplish this, our plan mandates that we:

• Sharpen the focus of Audubon`s campaign and resources on the conservation of birds, other wildlife and their habitats.
• Expand our educational programs to nurture appreciation of nature and understanding of the essential link between ecological health and the well-being of human civilization.
• Invest heavily in Audubon`s distinctive grassroots network as the primary instrument of our environmental advocacy.

As we move forward, these initiatives will build upon our traditional strengths of education and advocacy. It will be by empowering ever-more citizens with the knowledge and means to be effective environmental advocates that we will bring about a culture of conservation.