By Marcos Stoltzfus
Center Director
Published October 26, 2026
This article is from Audubon Great Plains
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“Dedicated to the conservation of Sandhill Cranes, Whooping Cranes and other migratory birds and their habitat along the Platte River.” This serves as the mission statement for Rowe Sanctuary and describes the work we have done in Central Nebraska for more than 50 years. But beyond this statement, what else guides our work? What dictates how we approach it?
As part of Audubon, ultimately our goal is to ‘bend the bird curve’ as we work to halt and reverse the dramatic decline of birds since 1970. This ambitious and hemispheric effort is outlined in the pages of the Flight Plan, the strategic plan that guides all of Audubon’s work across North, Central, and South America.
Flight Plan outlines Audubon’s collective work in four major areas: Habitat Conservation, Climate Action, Policy, and Community Building. In late 2025, staff and stewardship board members at Rowe Sanctuary worked to update our own strategic plan. Aligned with the four areas of Flight Plan, Rowe Sanctuary’s strategic plan translates these hemispheric initiatives into the local/regional level.
This plan provides guidance on an annual basis and in our day-to-day activities. Our work to prepare for crane season each Spring provides a good example of this. In our plan, separate strategies under ‘Habitat Conservation’ and ‘Community Building’ connect this annual migration. These strategies describe the work that must occur each year to successfully support the arrival of the birds and people: ensuring a wide, unvegetated river and preparing to host crane viewing and offering educational programs.
Similarly, our recent work offering guidance on local county regulations falls within a ‘Habitat Conservation’ strategy to “provide guidance and assistance… to local communities on how to support native wildlife in agricultural fields, grasslands, and public/private property”.
Like the best strategic plans, ours is a living document designed to be responsive to changing pressures, dynamics, and opportunities. Rowe staff engage with this work regularly and complete annual updates based on our accomplishments and aspirations.
Our strategic plan serves as a guidepost, helping us focus our limited resources and attention where they can make the greatest difference. It is both a practical tool and a source of inspiration, connecting the work we do each day to a larger vision for birds and the habitats they depend on. Whether it is restoring habitat, engaging communities, or welcoming visitors during crane season, each effort moves us closer to a future where the Platte River remains a vital lifeline for migratory birds and a place of wonder for generations to come.
Click to view the Strategic Plan.
