As Lee (201) points out, nonprofits and NGOs have experienced uneven growth around the world, depending on factors like pre-existing political and economic integration with the global marketplace. Both economic and economic factors, at both the national and global levels, impact the growth and development of nonprofit organizations. Greenpeace provides a perfect example of how a nonprofit organization adapts to contextual changes, shifting their target audience, fundraising methods, and strategies based on prevailing and emerging challenges. The challenges faced by Greenpeace have included political, economic, historical/temporal, cultural, and institutional conditions.
Greenpeace began in 1971, not as an environmentalist group as they are now, but as an antiwar and anti-nuclear weapons organization (Greenpeace, 2017). The organization started in Vancouver, Canada, with few cultural barriers to its initial growth. By the time Greenpeace expanded into a multinational NGO with a focus on environmental issues, awareness about the issues that Greenpeace promoted through its outreach, public awareness, and advocacy programs was growing within North America. As Zelko (2017) puts it, “Greenpeace's influence largely stemmed from its engagement with...world civic politics,” which blended the rise of globalization with the rise of a sense of mutual and transnational responsibility for environmental stewardship.
From a relatively small organization...
References
Greenpeace (2017). About Us. Retrieved online: http://www.greenpeace.org/canada/en/About-us/History/
Lee, T. (2010). The rise of international nongovernmental organizations: A top-down or bottom-up explanation? Voluntas: International Journal of Voluntary and Nonprofit Organizations, 21(3), 393–416.
Zelko, F. (2017). Scaling Greenpeace: From local activism to global governance. Historical Social Research 42(2): 318-342.
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