Jennifer Browning - Biodiversity Project, Executive Director

David Helf: Lake Superior, Rocks and Lichens ~Enlarge

1. Now that you've had some time to settle in as Executive Director, what are your near and long term goals for the Biodiversity Project?

One of the decisions I made when I joined the organization is to focus our work on the Great Lakes and the Mississippi River. We have a history of success in designing, conducting and evaluating Great Lakes communications projects, and I wanted to build on those successes. The organization had been doing some work on the Mississippi River before I came along, and as I learned more about it, I began to see that there were many strategies and successful methods from our Great Lakes work that could easily be transferred to the Mississippi project. 

That being said, in the short term I would like to focus on our current Great Lakes and Mississippi River projects, refining, testing and evaluating our communications and coalition building strategies. We are also working on several “fee for services” projects, (education and outreach for a Habitat Conservation Plan and a feasibility study for a Southern Lake Michigan Environmental Education Boat) and I would like to continue to cultivate those types of projects. 

Long term, I would like to see us expand and improve our work in these areas and focus on exporting the methods that have been most effective.

2. The organization recently relocated from Madison, a great city, to Chicago. How does that play into your strategy?

Moving the organization to Chicago made a lot of sense for us, because it allows for easier access to more partners, funders and board members. Being in Chicago also puts us on the shores of the Great Lakes, which where we need to be to actually implement and test some of our communication strategies. 

In all honesty, I have to admit that Chicago is home for me, both personally and professionally, and that was part of my decision. Chicago has a great network of environmental professionals that I have come to rely on throughout my fifteen years in the field of environmental education and communication, and I am using that network to help build the Biodiversity Project.

3. You're responsible for messaging for two of the world's greatest watersheds, the Great Lakes and the Mississippi River. How are they similar or different?

Interestingly enough the Mississippi River has this wonderful rich cultural and literary history, much more diverse than the Great Lakes, but what the Great Lakes has that the Mississippi River doesn’t is over a century of scientific research and conservation work focused on its waters. It is as if the Mississippi River has been taken for granted, even more so than the Great Lakes. 

In terms of our organizational focus the other big difference is the breadth and depth of public opinion research available in both regions. Biodiversity Project alone has commissioned three public opinion surveys in the last five years in the Great Lakes region, in contrast to the Mississippi River region, which only has a few total, one of which is the one we conducted two years ago.

4. Beyond funding, a given, what are your greatest challenges as we enter 2009?

As of January, it is hard to look beyond some of the funding challenges, as the slowed economy makes our job that much harder in fact, recessions are typically harder on charitable organizations, for example the Salvation Army reported 2008 donations were down nearly 20% for clothing and furniture in their thrift shops, Lincoln Park Zoo and Field Museum have both just announced significant layoffs and budget cuts.  It is imperative that those who are committed to the Great Lakes and Mississippi River not only renew their support financially but that they participate in reminding their friends, colleagues and family members to donate to such a worthy cause.

Beyond financial concerns, I believe that the Biodiversity Project needs to a better job of proving the value of our work. Evaluating communications is very tricky, but there are ways to approach it, and I would like to put a great deal of emphasis on this in the near future.

5. What advice do you have for citizens who want to engage in environmental issues related to the Great Lakes?

Unfortunately I think that most people feel that they can not be effective in helping the environment. Of course we all know -- that is simply not true! . First, I think we need to look at our own behaviors and think about what we can do to live a more environmentally friendly life. Can you recycle more, consume less, drive less or use less water? 

Next, I encourage people to become involved in a cause that really matters to them. For example for those who love the Great Lakes you will soon be able to participate in our Great Lakes Forever Water Conservation Program, which will be providing opportunities and tools to take personal actions at home and to engage in advocacy so that decision makers hear the our demands for responsible management of the Great Lakes.