Paper Example on Sierra Club: A Non-Profit Environmental Organization in America

A non-profit organization refers to an institution or organization which its dedication is in furthering particular social cause or advocates for a shared point of view. Such organizations are accountable to volunteers, donors, public community, and funders, to mention a few. In the United States of America, there are several nonprofit organization, one of which is the Sierra Club which is an environmental organization situated in America. This paper will offer a discussion of Sierra club as an organization which is nonprofit making in terms of its SWOT analysis, appreciative inquiry 4-D cycle analysis and other aspects.

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Sierra Club was founded in San Francisco located in California by John Muir, who is a Scottish-American preservationist in 1892. It operates mainly in America. The club was among the leading environmental preservation organization in the world, preserving the environment in large scale and also engrosses in lobbying office-bearers to stimulate environmental policies (Dutton, & Duncan, 1987). The organization also takes concern with matters of mitigating global warming, promotion of sustainable energy, and opposing coal usage. Strategic change entails a restructuring of the organizations marketing plan which is conducted to attain an essential objective of the organization, whether short or long term objective.

The purpose of sierra club according to their mission statement is to enjoy, protect the wild places of the earth, and explore while promoting the responsible use of the earth's resources and ecosystems. The sierra club needs strategic change because according to its aim of protecting the ecosystem it needs to widen its scope by enlarging its territory through including the other regions and countries in their activities (Turner, 1991). Sierra Club requires strategic change due to the advancement in technology where their strategies of making the earth a better living place will need technology incorporation or use of technology in conserving the environment. Also, strategic change in their policies will enable them to react to internal and external pressure from their competitors and the changing climate.

SWOT analysis is an abbreviation for strength, weaknesses, opportunities and threats. SWOT analysis is an outline for identification and analyzation of the internal and internal factors which can have an impact on the viability of the product, person, and project. It is used by organizations to assess their projects and initiatives. SWOT analysis aids in decision making and enables clubs and organizations to uncover their weakness, opportunity, strengths, and opportunities for success which were earlier unarticulated.

Strengths refer to the internal attributes and resources which are of support for the organization to be successful. For the case of Sierra Club, their strengths which were identified after conducting the SWOT analysis includes it have a long, respected history in environmental conservations. Secondly, the club has always had a consistent approach which has loyal members and volunteers as their workers who aid them in ecological protection. Additionally, the track record which Sierra club have has been successful and through the incorporation of media in their campaigns aid in reaching a larger group and coverage.

On the contrast, the weaknesses of the Sierra club according to SWOT analysis which are the internal factors and resources which delay the success of the business included the club lacks recognition or public awareness, the clubs website is ugly, and it may not attract volunteers and funders at first sight. Also, the club is perceived as not making a difference in conserving the environment. Additionally, it has unclear directives to get people involved or join the club. Lastly, the roles assigned to volunteers and the staff are not clear, resulting in conflicts, and the criticism culture enhances burnout and dishearten new helpers.

There are numerous threats which face the sierra club. These threats include stiff competition with other social justice organizations for funding and volunteers. Secondly, there are several environmental matters which need attention, thus making it hard for the club to maintain concentration. The government wants to outdo all agencies, clubs, and organizations which are concerned with environmental conservation to left in its jurisdiction. Additionally, digital conversions are too strict, inconsistent funders, racism within the society and club (Terrados, Almonacid, & Hontoria, 2007). Lastly, inadequate funds for the clean energy transition. However, sierra club have opportunities for its organization to achieve its mission and goals.The possibilities consist of support from national training volunteers, filing lawsuits, running campaigns, and boosting their presence on media platforms. There has been a significant influx of volunteers and new members since the elections in 2016. Also, some mega-donors and funders are still interested in environmental conservation. Lastly, society has distrust with the coal and oil industries.

The results which were obtained after conducting the SWOT analysis organizational leaders can have a cross-check of well-prepared is the club in fulfillment of its mission and where a lot of attention is supposed to be focused. Strategic planning will be influenced by these results because the organization needs to set clearly the roles of staff and volunteers to avoid conflicts. Also, deal with its internal culture of criticism as well as distrust among volunteers and staffs.

An appreciative inquiry is the cooperative search for the best in organizations and the world. David Cooperrider and Diana Whitney describe four steps in the inquiry responsive inquiry cycle the 4 D's, which are destiny, design, discovery, and dream(Cooperrider & Whitney, 2007).Destiny involves determination of what will be and finding ways of creating that future. The design consists of the creation of shared images of the future, which is preferred by the club. Dream as an element of the 4D cycle of appreciative inquiry entails using the stories and the finding from the first phase to create a memorable image of the anticipated prospect.

The sierra club has made several discoveries since it came into existence. For instance, in November 2016, there was an Alaska airlines 737 that took off from Sea-Tac airport because it was the first commercial flight to be fueled by sustainable aviation fuels(SAF). The fuel was produced from wood waste sourced in the pacific northwest. SAF is essential in fighting climate change because gases emitted by the airplanes usually result in air pollution (Grunig, 1989). Secondly, it took part in mounted international campaigns which are linked to overpopulation, global change in climate, and worldwide trade. The design for Sierra club is protecting the environment, exploring the environment and living in a beautiful planet free from pollution. The main dream of Sierra club is the promotion of energy conservation, development of efficient energy and prevention of global warming.

There is a comparison of sierra club outcome using the SWOT analysis and when using the appreciative inquiry. The findings from these two forms of analysis have some similarities and differences. SWOT-analysis helps understand the strength, weaknesses, threats, and opportunities that a business or organization have. While appreciative inquiry entails discovering what is working, what gives the organization the life, the source behind the energy and excitement and determination of how to create more of it. The appreciative inquiry is designed in the form of a cycle with four D's, which are discovery, dream, destiny, and design. The organizational outcomes of sierra club using the SWOT analysis will be easier to understand because it focuses on all the spheres of the club, and it may be short-termed because it is carried out severally. On the other, the clubs outcomes may not be easily understood because its focus seems to be in the future of the organization.

In conclusion, the sierra club is one of the non-profit organization in the united states of America. It is a member-based organization which its responsibilities include empowering people to restore, enjoy, and protect a safe and healthy planet. It was founded by John Muir in 1892 in California. Sierra club try to make conscious efforts of choosing a sustainable lifestyle. SWOT analysis results showed that the club is experiencing some challenges, opportunities, strength, and threats. Some of its advantages are it has a successful track record and a respected and long history.

On the other hand, their weaknesses include their website is ugly, which does not appeal to the eye because it has only a tree. Secondly, it lacks public awareness, and there are unclear directions of people who want to join the club, thus making it difficult for new volunteers to join the club. However, their opportunities include paying attention to the promotion of participation. Secondly, there is room for the exploration of new strategies and mediums. Also, they have a chance of developing a different identity .lastly, encouraging non-monetary involvement through advocacy and volunteering.

An appreciative inquiry is a model which seeks to engage stakeholders in self-determined change. It is used for the development of the organization and a tool of consulting in an attempt to bring strategic change. The elements of the inquiry cycle are discovery, destiny, dream, and design. Discovery focuses on best side of the club, dream entails what the club might be while the design entails co-constructing the grounded vision of the future.

References

Cooperrider, D. L., & Whitney, D. (2007). Appreciative inquiry: A positive revolution in change. The change handbook. Oakland: Berrett-Koehler Publishers, Inc.

Dutton, J. E., & Duncan, R. B. (1987). The influence of the strategic planning process on strategic change. Strategic management journal, 8(2), 103-116.Retrieved from https://onlinelibrary.wiley.com/doi/abs/10.1002/smj.4250080202

Grunig, J. E. (1989). Sierra Club study shows who become activists. Public Relations Review, 15(3), 3-24.Retrieved from https://www.sciencedirect.com/science/article/pii/S0363811189800013

Terra dos, J., Almonacid, G., & Hontoria, L. (2007). Regional energy planning through SWOT analysis and strategic planning tools.: Impact on renewables development. Renewable and Sustainable Energy Reviews, 11(6), 1275-1287.Retrieved from https://www.sciencedirect.com/science/article/pii/S1364032105001000

Turner, T. (1991). Sierra Club: 100 years of protecting nature (p. 48). New York: Harry N. Abrams.