Minnesota Conservation Volunteer
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Mission Statement
Minnesota Conservation Volunteer is your guide to wild Minnesota. This bimonthly magazine delivers in-depth, in-the-field coverage of the state’s outdoor news and critical conservation issues. It is the flagship publication of the Department of Natural Resources. Reader donations alone support MCV magazine and its education and outreach projects.
About This Cause
Our Mission: Encourage conservation and sustainable use of Minnesota’s natural resources. Readership: With more than 120,000 subscribers and an estimated readership of nearly half a million, Minnesota Conservation Volunteer is one of the most widely read magazines in the state. Readers include birders and anglers, hunters and paddlers, hikers and bikers, explorers and armchair adventurers. Just over half of subscribers live outside the Twin Cities metro area. More than half are male. All public schools and libraries receive each issue. Now in its 74th year, the Conservation Volunteer has become a trusted source of outdoor news and information in households statewide. Some families have received the magazine for several generations. “For many Minnesotans, this magazine is as much a Minnesota tradition as ice fishing and summer weekends at the lake,” says Kathleen Weflen, editor in chief and publisher. “It’s their Minnesota Geographic.” History: First published by the Minnesota Department of Conservation in 1940, the Conservation Volunteer aimed to mobilize “conservation volunteers.” It encouraged readers to take a pledge to “support by word and deed all aspects of conservation.” Early issues went to 2,000 subscribers and featured a Conservation Volunteer card to clip and carry. Outreach Today: MCV outreach now includes a host of online resources: Electronic version of the most current issue. Archive and searchable PDFs for every issue ever published. Teachers Guides for Young Naturalists stories. Video, audio, slide shows. MCV Facebook and Twitter. Two iPad apps of MCV special issues. Funding: Minnesota Conservation Volunteer is uniquely supported by contributions from its readers. No other state magazine has this model. And only Missouri’s conservation magazine, which relies on a percent of tax dollars for funding, reaches more readers. Since 2003, MCV reader contributions have covered the cost of production, printing, and mailing—from staff salaries to photographs, paper, ink, and postage. (The magazine receives no tax dollars, no hunting or fishing license revenue, no lottery funds.)