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

For Greenpeace, branding is a touchy thing — people tend to “either love us or hate us, with really no one in between,” McGregor said. With that in mind, McGregor said the key for Greenpeace is to educate staff on changing the message for different people. For example, the organization is moving away from using the term “nonviolent actions” because “many people hear the word violence and associate it with us.” Greenpeace now focuses on articulating its communications carefully.