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

By Abny Santicola

An example of the “Wow!” experience in action was an integrated fundraising and activism campaign protesting the Japanese corporation that owns frozen-seafood company Gorton’s, along with part of a whaling fleet that has been targeted by various groups for the killing of endangered whale species.

(For a detailed look at the steps of the campaign, see the sidebar.)