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

By Abny Santicola

Most important, Sherrington says, is getting people to see the need for long-term support.

“If you’re honest about communicating that long-term goals take long-term support, people know that one $20 donation isn’t going to do it,” he explains.

However, while monthly giving is easier for the donor, it has by no means been a hands-free operation for Greenpeace. There are technical considerations, primarily the fact that roughly 1,000 monthly giver debits fail every month, mostly due to errant bank processing, expired credit cards, etc. Because of this, Greenpeace USA has had to stay on top of the debiting process to contact donors and “mop up” these issues when they arise.