How the Sierra Club is broadening its digital reach

By Molly K. McLaughlin, Contributing Writer

It’s no small task to innovate at an organization like the Sierra Club, the grassroots environmental nonprofit that was founded by conservationist John Muir in 1892.

sierraclub-chris-thomasBut when Chief Innovation Officer Chris Thomas joined the organization in 2011, he was charged with just that: growing the Sierra Club’s base of 2.5 million supporters and uniting its 52 volunteer-run local chapters, all while competing with new organizations like Change.org that were proving excellent at engaging young, digitally-savvy donors.

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