what is effective.  The Rainforest Action Network (RAN) is one of the most effective enviro groups, winning many important victories.  Sierra Club is a mixed bag, with many sellout to go along with some important victories.  However, RAN has an exponentially smaller budget than Sierra Club and is much more effective per dollar received and spent.

Comparing Rainforest Action Network -- a relatively small, recent, single-issue organization -- to the 750,000-member Sierra Club is just silly.  The club works on a broad range of issues, with hundreds of local groups nationwide.  There are roles for different organizations and different approaches.  But effective, broad-based activism means you have to reach mainstream Americans, and angry, confrontational tactics generally don't accomplish that.

Your post leaves out a crucial fact.  The Sierra Club has been extremely critical of Ford in the past, even running an ad that blasted Ford for going backwards on mileage since the Model T.  Now Ford comes out with a hybrid SUV with far better mileage.  That act deserved to be recognized, but again, you have to know the context: the Sierra Club has been a vocal critic of Ford.

You misunderstood the "2x4" metaphor.

The 2x4 in this case is a boycott of Ford and GM products, which is underway, with environmentally activated consumers buying Toyotsa and Honda vehicles.

Were that 2x4 swung hard enough and vocally enough, then the big 2 execs would here the whisper.

Sierra Club ads should call for a boycott by all it's members until Ford and GM introduce real hybrid vehicles like Toyota and Honda have, and in signifigant numbers.

There's your 2x4.