The Nature Conservancy is dedicated to protecting the lands and waters that species need to survive. The organisation chose to focus on three key areas when creating their web site. The first of these was that they needed to raise awareness of themselves in cyberspace. Secondly, they hoped that their site would prove to be sufficiently interesting that it would allow them to raise the funds necessary for land acquisition programs. Finally they wanted to create a central information resource concerning the organisation for members and non-members alike, providing an excellent quality of service.

The organisation has utilised a wide breadth of Internet technologies in pursuit of their goals. The web interface has allowed divisions of the organisation to get information to members within minutes rather than days. The site is secure so that donations can now be made online, rather than simply an online appeal with the member then having to follow up with a phonecall. Membership requests are now dealt with wholly online, thus allowing the organisation to save cash in processing forms and postage. The site hosts a photo contest, which generates cash for the organisation, through the utilisation of the images as part of an online gallery. Volunteers for the society's 1,300 sites are also recruited online, as are those web designers happy to donate their services.

The Nature Conservancy have run a number of highly successful schemes via their web site, including adoption programmes i.e. Adopt a Bison, Adopt an Acre (of rainforest). The have enabled the creation of a number of new environmentally oriented newsgroups and homepages for each of their offices around the globe. The web site provides their 9,000 members with the most convenient means by which to create or renew membership, in addition to the provision of Conservancy programme information. The site now attracts in excess of 80,000 visitors a month.