Joy, Courage, Curiosity, Community, and Integrity
Services
- Communications Strategy
- Institutional Messaging
The mission of Mass Audubon—one of New England's largest conservation organizations—centers on protecting the nature of Massachusetts for people and wildlife.
In 2021, the organization launched a comprehensive, five-year Action Agenda focused on protecting and stewarding the state’s most important natural lands; promoting equitable and inclusive access to nature; and mobilizing to fight climate change.
Libretto worked with a broad cross section of Mass Audubon stakeholders to create the content for Go Wild, a publication that introduced and explained the Action Agenda to the organization’s key audiences, including volunteers, members, donors, and the general public. Throughout the piece, we highlighted instances where individual readers could become active participants in helping Mass Audubon achieve its strategic goals.
Libretto was subsequently engaged to help Mass Audubon rewrite its organizational values to align with the goals of the Action Agenda. This effort included creating a staff and board survey that evaluated Mass Audubon’s existing values; drafting new values based on those responses; and testing that language in focus groups involving dozens of participants. After this extensive and inclusive review process, Mass Audubon was able to identify five clear and compelling values that support efforts to achieve its conservation goals: Joy, Courage, Curiosity, Community, and Integrity.
