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

By Abny Santicola

It’s no wonder then that Matthew Sherrington, director of development for Greenpeace USA, is known as a maverick. Reliance on individual gifts from its more than 2.7 million members worldwide has forced Sherrington’s team to the forefront of fundraising innovation. Concepts such as monthly giving and direct dialogue, alien to most U.S. nonprofits, are the organization’s lifeblood. And while its trek to the cutting edge of development hasn’t been without setbacks and challenges, Greenpeace has found success incorporating its action-oriented mission into its fundraising and DRM.