ICL Reinvents Conservation in Idaho

BOISE — Idaho Conservation League is not just using new web-based communication tools — they are using them to reinvent conservation to be more responsive to the people of Idaho, to better protect Gem State’s water, air and wilderness. The emphasis on new media has already paid off with citizen-driven environmental detective work.

“Idaho Conservation League is looking to the future,” said Rick Johnson. “We have a proven track record of successful conservation efforts and it is time to build on that success.”

The most visible elements are ICL’s new website (www.idahoconservation.org) and increased emphasis on social media, such as blogging, Facebook and Twitter. But Johnson says the changes go much deeper, fundamentally changing the way Idaho’s largest and most established conservation work relates with Idahoans.

“Everyone in Idaho values our clean water, wants to breathe clean air and cares deeply about public land,” Johnson said. “We want to inform, inspire and empower people to protect the things in Idaho that belong to all of us.”

While maintaining its traditional tools, such as newsletters and member action alerts, ICL is focusing on several new elements using Web 2.0 tools to create conservation opportunities by:

            • Serving the public

            • Reaching younger Idahoans

            • Bridging people across Idaho’s vast and rugged geography

“Today’s conservation-minded citizens are looking for more ways to get involved and want information they can use in their daily life,” said Courtney Washburn. For example, ICL is investing in becoming a “go-to” source for outdoor activities and green living in Idaho, while continuing its traditional role of being an information source on state legislation and public land policy.

“Conservation isn’t just about rules and regulations,” Washburn said. “It’s about the decisions we all make every day to enjoy life in this beautiful state, and keeping it that way for our kids and grandkids.”

ICL is being assisted in its transition by ONE/Northwest, a non-profit technology-consulting firm from Seattle.

“This is about flipping the traditional nonprofit model on its head and opening it up for much broader participation," said ONE/Northwest director Gideon Rosenblatt. “Very few groups are as willing to embrace change in as fundamental a way. It all boils down to better serving the people of Idaho.”