This happens over and over again. It happened with the Southern Poverty Law Center. It happened with the ACLU. It happened with the Audubon Society. And now it’s happening with the Sierra Club. What is happening? An organization with a narrowly defined but admirable mission cannot resist the ideological Zeitgeist, and embraces social justice precepts that are not universally accepted. The organization becomes riven with controversy, and it erodes, becoming damaged. (This also happened with Scientific American, remember?)
The NYT from a week ago tells us how this is happening to the Sierra Club, which has lost money and membership after deciding to branch off into Social Justice Warriorism. Read about it by clicking the headline below, or find the article archived here for free.

I’ll put the upshot under bold headings, which are mine. Indented bits come from the article:
Why the club was good.
The Sierra Club was founded in 1892 to protect the Sierra Nevada mountain range in California, but it grew into a giant of American environmentalism.
It helped expand national parks, keep dams out of the Grand Canyon and establish Earth Day.
In 2016, the club was at the height of its success, leading what many in the green movement consider the most successful environmental campaign put on by anyone in the 21st century: “Beyond Coal.”
Its secret was focus, according to activists involved. The club put its energy behind the single, measurable goal of closing all of the country’s 500-plus carbon-spewing, coal-fired power plants. Armed with more than $120 million from billionaire Michael Bloomberg, they used lawsuits, petitions and protests to convince regulators and utilities that coal plants were too dirty and expensive to keep operating.
The move to social justice:
During Mr. Trump’s first term, when the Sierra Club was flush with donations, its leaders sought to expand far beyond environmentalism, embracing other progressive causes. Those included racial justice, labor rights, gay rights, immigrant rights and more. They stand by that shift today.
. . .It drove away longtime volunteers who loved the club’s single-minded defense of the environment, by asking them to fully embrace its pivot to the left. Some even felt they were investigated by the club for failing to go along. Many hard-core supporters felt the Sierra Club was casting aside the key to its success: It was an eclectic group of activists who had one, and sometimes only one, cause in common.
The club hired Mr. Jealous, its first Black executive director, that year to stop that slide, but his tenure accelerated it as accusations of sexual harassment, bullying, and overspending piled up.
The club became one in a string of “resistance” groups from Mr. Trump’s first administration that arrived at his second already exhausted from liberal infighting.
“It’s almost like uprooting a sequoia and converting it into an ax handle,” said Aaron Mair, a former board president.
Things got worse:
At the same time, the club asked its supporters to agree with positions farther from the environmental causes that had attracted them in the first place.
It issued an “equity language guide,” which warned employees to be cautious about using the words “vibrant” and “hardworking,” because they reinforced racist tropes. “Lame duck session” was out, because “lame” was offensive. Even “Americans” should be avoided, the guide said, because it excluded non-U. S. citizens.
After the murder of George Floyd in 2020, the group called for defunding the police and providing reparations for slavery.
The club even turned on its own founder, John Muir, with Mr. Brune saying the environmental icon had used “deeply harmful racist stereotypes” in his writings about Native Americans and Black people in the 1860s.
You can see part of the language guide below and a link to the whole thing, which is simply ludicrous.
They even came down on Israel:
In 2022, a group of union members asked the Sierra Club to “follow [its] values of antiracism and justice” and cancel sightseeing trips it operated in Israel, in protest of the country’s treatment of Palestinians.
“Palestine is an environmental issue from our standpoint,” Erica Dodt, the president of the Progressive Workers’ Union, which includes Sierra Club employees, said in an interview. “People are a huge part of our environment.”
The club postponed the trips. But Sierra Club officials said the club heard a backlash from donors including Mr. Bloomberg, the major funder of “Beyond Coal” who also gave to humanitarian causes in Israel. His staff declined to comment. The Sierra Club said he is still a donor.
Within days, the Sierra Club reversed itself and announced more trips to Israel.
If Palestine is part of the Sierra Club’s remit, and that includes “people” because humans are “part of the environment,” then there is nothing that does not become part of the Club’s mission!
The outcome: the Club lost members and money. and membership fractured:
The group has lost 60 percent of the four million members and supporters it counted in 2019. It has held three rounds of employee layoffs since 2022, trying to climb out of a $40 million projected budget deficit.
Its political giving has also dropped. Federal campaign-finance records show $3.6 million in donations from the Sierra Club during the push to defeat Donald J. Trump in 2020, but none as Mr. Trump stormed back to the presidency in 2024.
And this year, as the Trump administration returned better organized and better prepared than in its first term, the Sierra Club was the opposite. While Mr. Trump boosted coal power, canceled wind farms and rolled back pollution limits, the club was consumed by internal chaos, culminating when the board fired its executive director, Ben Jealous, a former president of the N.A.A.C.P.
Here’s the NYT chart showing the decline in “champions” (volunteer helpers or people the club endorses, but see below for the decline in membership), as well as the rise in expenses, which are now higher than donations:

They surveyed the members, who aren’t happy:
In late 2020, the club surveyed its dues-paying members, its most hard-core supporters. The members said they supported racial justice, but when asked to choose among priorities they ranked climate change first, and racism tied for last.
More than half of members also said they were worried that the club’s shift toward social justice “will detract from its core mission of protecting the environment” and alienate conservatives, according to a copy of the survey obtained by The New York Times.
Well, it already has detracted from its core mission, which is always the problem. Once again we see an organization flaunting its virtue when it should be institutionally neutral except for issues affecting its core mission. But it was not like that, and lost out.
Then culture began permeating the organization, with allegations of sexual misconduct arising. In response, the Club instituterd a system to “discipline its volunteers”, and some volunteers got investigated without even being told why. The deficit continued to increase and they chose as Executive Director Ben Jealous, who ran the NAACP and “promised employees to make the Sierra Club ‘the most progressive and inclusive employer in the movement, if not the nation.'”.
That, of course, is the kiss of death. Jealous fired 10% of the staff but also hired several “longtime associated as high salaries,” something that smacks of nepotism. Two of those salaries were over $300,000, which is simply ridiculous for the Sierra Club. Its “champions” declined by 60%, and dues-paying members were down by 27% from 2021. Even Jealous himself was accused of sexual harassment, and left the organization:
Is the Sierra Club moving away from Social Justice and back to its core mission? Don’t be ridiculous. Since Jealous left, the Club has shown no signs of reverting to its focus on strictly environmental issue:
In recent weeks, supporters who clicked on the group’s website for “current campaigns” were presented with 131 petitions, some out of date, like calls to support clean-energy funding that Mr. Trump has already gutted, or to support a voting-rights bill that died in 2023.
Patrick Murphy, the club’s current board president, who has helped lead the group since 2020, said in an interview that he could not name any decision he regretted.
“I have a hard time pinpointing how I believe we should have made different choices,” Mr. Murphy said. “And I’m happy with where we are today.”
It’s amazing that in the face of the Sierra Club falling apart, Murphy sticks to his guns. Seriously, they should adopt an institutional neutrality policy, which I think would make the group hew to what it’s good at. But they won’t, and they’ll learn their lesson the hard way.
Finally, here’s a bit from Nellie Bowles’s latest TGIF in The Free Press. The Sierra Club has an Equity Language Guide!
My favorite part: The Sierra Club put out the Sierra Club’s Equity Language Guide. It tells staffers to avoid words like lame. Fine. But it also tells them not to celebrate clean energy jobs unreservedly because fossil fuel jobs are more likely to be unionized, so maybe we’re pro-coal now. Maybe we’re sort of a coal lobbying shop, actually. The Sierra Club’s Equity Language Guide says not to use the words vibrant or hardworking because they have racial overtones (I’ve never heard that one. Seems kinda racist.). And then there’s this list of words to avoid, which, for an activist organization, is really hard. Especially when trigger itself is a trigger word, triggering them into a new dimension of triggerdom.
Imagine explaining this to the guy who lives in a cabin in Yellowstone and whose job is to check water levels in creeks.
Que sera, sera.