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

By Abny Santicola

A fundraising rebuild
Greenpeace’s cause was big in the environmentally aware ’80s and ’90s.

“1992 was the first Earth summit in Rio, so I think the issue had resonance, and environmental awareness was very high, and Greenpeace sort of rode that,” Sherrington says.

But as environmentalism became mainstream under the Clinton/Gore administration and the concept of recycling took off, there was a perception on the part of the public that progress had been made and the country was nearing a “solution” to its environmental woes.