The Sierra Club is a good example of a public interest group that is trying to use persuasion to further its goals. Its web site's purpose is both to educate new-comers about what its overall goals are, as well as to provide a way for members to stay connected. The website's clean layout is visually appealing, and the main color scheme - green - logically represents the natural environment that the Club is trying to protect.
The site gives many different examples of how it is striving to achieve its goals. For example, it gives a brief summary of its Curbing Carbon Intiative, which involves working with Congress to decrease greenhouse gases. The Club's multiple goals are listed in this fashion, which makes for an effective presentation. The site also features several pages on the history of the foundation, including its founder, John Muir, as well as famous supporters such as Teddy Roosevelt. This is a persuasive tactic, in a way, because it may convince a prospective member of the organization's prestige. The site also features links to newsletters, magazines, blogs, and radio - all ways for members to stay updated and enthusiastic about their membership. For all of these reasons, the web site achieves what it tries to do: convince its audience that is a bonafide purveyor of a worthy cause, and keep its membership enthused and motivated with regularly updated features.
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