Greenpeace's bold fundraising strategies echo its aggressive, cutting-edge approach to protecting Mother Nature's greatest gifts.

By Abny Santicola

Putting such emphasis on recruiting monthly donors has caused a structural shift in the organization’s donor base that’s resulted in it now having less than 20 percent the number of donors it had in the ’90s. Sherrington says that a decline in donor numbers might signal a failing program for a traditional fundraising program; but Greenpeace USA’s smaller numbers are offset by the greater return on investment it gets from its monthly donors.