The Nonprofit Sector’s Most Pressing Issues: The C-Level Exec’s Point of View, Part 3

“Take every opportunity to listen to the donor and what he’s saying … and have everyone do it,” McGregor said. Everyone at Greenpeace takes calls, does street canvassing, touches donors at every turn to hear what people are saying. Then those insights are spread around to everyone at the organization. “Current donors can be self-fulfilling. Talk to potential donors, too,” McGregor said. “Everybody should be listening. The mistake is often [that] just the two people running the campaign or program listen.”