With public awareness of green issues at an all-time high, environmental nonprofits have to adapt their communications strategy to reach various audiences.

In 2004, Wal-Mart decided to make the environment a strong focus of its evolution. While many "feel-good" companies such as Ben & Jerry's had incorporated environmental values into their operations in the past, and most Fortune 500 companies had at least paid lip service to the issue, a mega-retailer's significant greening of its operations was big ...