Bird Watching as Organizational Strategy
Bird Watching as Organizational Strategy
Chapter 6 looks at the rise in membership numbers of the British and German bird conservation organizations since the 1970s. The focus is on the organizational strategies that facilitated this rise. Currently one of the main strategies of organized bird conservation for recruiting new members is to turn people into bird watchers. The large membership of the Royal Society for the Protection of Birds is based exclusively on the appeal of birds. The organization is engaged in a wider set of environmental issues, yet it maintains bird conservation as its focal concern. In Germany, by contrast, bird conservation has become one issue among many others in the work of the organization. In 1990, the Deutsche Bund für Vogelschutz (German League for Bird Protection) changed its name to Naturschutzbund Deutschland (League for Nature Protection Germany) to reflect this change and to attract new members. The increasing success of the organization was made possible by the retreat from bird conservation as its main focus. It has only been in more recent years, when larger environmental topics began to lose public resonance, that the German organization started to copy some of the more popular bird watching schemes from its British counterpart.
Keywords: organizational strategies, bird watching, bird conservation, Naturschutzbund Deutschland
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