Non-governmental organisations and non-economically oriented companies are often assumed to be unprofessional when it comes to fulfilling a good purpose. A hippy approach to money and a negative attitude towards marketing and public relations seemed for a long time to be state of the art in the so-called third sector. But with the increasing disappearance of alpaca sweaters and nickel glasses from the offices of aid organizations and cultural institutions, as well as the simultaneous participation of young and modern people, this circumstance also seems to be changing rapidly. Little more than 15 years have passed since Greenpeace's first major and revolutionary media campaign against the sinking of the Brent Spar in the North Sea, yet everything seems to have changed at a rapid pace. Amnesty International tweets, the church has a Facebook fan page.