Bill Nichols is a volunteer for the Appalachian Mountain Club, but he doesn't clear trails or haul food to overnight shelters.

With a team of other professionals, Nichols, a marketing strategy consultant, is helping the outdoor group develop a plan to increase visitors to its Maine and New Hampshire sites while also reducing its carbon emissions.

Unlike the traditional image of volunteer work - whether stacking cans at food pantries or cleaning trash from vacant lots - the project requires business expertise and marketing savvy, not just time, sweat, and muscle.

"Many nonprofits need people willing to do those kinds of work, but I get more enjoyment from a multimonth project where I have a specific task and can see an outcome," said Nichols, who found the project through a program for Harvard Business School alumni. "So I get satisfaction helping these nonprofits, and I also get beneficial business contacts."

See the entire article on boston.com.