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

By Abny Santicola

Almost a year after the database conversion, in late 2003, Sherrington was recruited from Greenpeace U.K. to perform much-needed surgery on Greenpeace USA’s direct-marketing and retention programs. He worked with vendors to fix the database and change the way the staff viewed it.

“Previously, the database was this box, and if it didn’t work, people thought there was a problem with the box. Fundamentally, it was about everybody in the department understanding that they were responsible for the business processes associated with the database and how well they worked it,” Sherrington says.