WORLD

WILDLIFE FUND
FOR NATURE

Abbreviation WWF

Formation 29 April 1961; 57 years ago (as

World Wildlife Fund)a

 Prince Bernhard of Lippe

Founders
Biesterfeld

 Prince Philip, Duke of

Edinburgh

 Julian Huxley

 Max Nicholson

 Peter Scott

 Guy Mountfort

 Godfrey A. Rockefeller

Type Charitable trust

Purpose  Environmentalism

 Conservation

 Ecology

Headquarters Rue Mauverny,

Gland, Vaud, Switzerland

Coordinates 46.4171864°N

6.2709482°E
 Region Worldwide

Methods  Lobbying

 research

 consultancy

President Pavan Sukhdev

President
Prince Philip, Duke of
Emeritus
Edinburgh

Director
Marco Lambertini
General

Revenue € 654 million (2013)

The World Wide Fund for Nature (WWF) is an international non-governmental

organization founded in 1961, working in the field of the wilderness preservation, and the
reduction of human impact on the environment. It was formerly named the World Wildlife
Fund, which remains its official name in Canada and the United States. The Living Planet
Report is published every two years by WWF since 1998; it is based on a Living Planet
Index and ecological footprint calculation.

It is the world's largest conservation organization with over five million supporters
worldwide, working in more than 100 countries, supporting around 1,300 conservation and
environmental projects. They have invested over $1 billion in more than 12,000 conservation
initiatives since 1995.

In 1961, a limited number of organizations around the world—such as the International

Union for the Conservation of Nature and Natural Resources (IUCN) and The Conservation
Foundation—were trying to meet conservation needs, but were desperately short of funds.
The first call for broad support was the Morges Manifesto, signed in 1961 by 16 of the
world’s leading conservationists, including biologist and African wildlife enthusiast Sir
Julian Huxley, IUCN vice president Sir Peter Scott and director-general of the British Nature
Conservancy E. M. Nicholson. The Morges Manifesto stated that while the expertise to
protect the world environment existed, the financial support to achieve this protection did not.
The decision was made to establish World Wildlife Fund as an international fundraising
organization to work in collaboration with existing conservation groups and bring substantial
financial support to the conservation movement on a worldwide scale.

84% of WWF's spending is directed to worldwide conservation activities.

The group aims to "stop the degradation of the planet's natural environment and to build a
future in which humans live in harmony with nature." Currently, their work is organized
around these six areas: food, climate, freshwater, wildlife, forests, and oceans.
FOOD: Around the globe, food production, distribution, management and waste threaten
wildlife, wild places and the planet itself. By 2050, the world’s population will reach 9 billion
and the demand for food will double. WWF works to secure a living planet that will sustain a
more affluent population. From refining production and distribution to combating waste and
environmental impacts, they want to improve how the world grows, transports and consumes
this precious fuel.

CLIMATE: To adequately address the climate crisis we must urgently reduce carbon
pollution and prepare for the consequences of global warming—which the world is already
experiencing—and raise our collective voice for action. Combining global outreach with
local expertise, WWF’s focus is on: PREPARING FOR A CHANGING WORLD

WWF works with local communities, governments and others around the world to help
people and nature prepare for the many impacts of a changing climate.
FRESH WATER: PROMOTING GOOD WATER GOVERNANCE

WWF seeks to change how water is managed around the world. They protect freshwater
ecosystems. WWF embraces a holistic basin-wide approach to address the variety of threats
to fresh water. We work on the ground in key rivers basins around the world, supporting
responsible water use and infrastructure, and testing and implementing innovative solutions.

WILDLIFE: Conserving wildlife is at heart of their mission. They focus on protecting

populations of some of the worlds most ecologically, economically, and culturally important
species—the survival of which are threatened by poaching, illegal trade and habitat loss.
They use the best science available to link on-the-ground work with high-level policy action
to create lasting solutions that benefit wild animals as well as the people that live alongside
them. Their projects major focus on: i) DOUBLE THE NUMBER OF TIGERS, ii)
EMPOWER PEOPLE TO PROTECT WILDLIFE, iii) CLOSING ASIA'S IVORY
MARKETS, iv) STOP WILDLIFE CRIME.

FOREST: WWF seeks to close the gap between how much is available for forest
conservation and how much is needed. We help create multi-million dollar funds to properly
manage forests that are designated as protected. WWF works to strengthen the US
government’s ability to prosecute illegal timber cases; stop illegal logging in countries that
export high volumes of timber; WWF uses to stop deforestation.

OCEANS: WWF, is matching big ideas with the brightest minds in search of solutions to the
global challenges of oceans conservation.WWF is working with fishers, fishing companies
and scientists around the globe to understand and meet sustainability standards. We then
connect those sustainable seafood producers with partners in preferred markets, linking
fishermen directly with major seafood buyers in retail, food service, and manufacturing who
want to support sustainable fishing. This creates financial incentive to invest in long-term
sustainability.
WWF's strategy for achieving its mission specifically concentrates on restoring populations
of 36 species (species or species groups that are important for their ecosystem or to people,
including elephants, tunas, whales, dolphins and porpoises), and ecological footprint in 6
areas (carbon emissions, cropland, grazing land, fishing, forestry and water)

The organization also works on a number of global issues driving biodiversity loss and
unsustainable use of natural resources, including finance, business practices, laws, and
consumption choices. Local offices also work on national or regional issues.

WWF works with a large number of different groups to achieve its goals, including other
NGOs, governments, business, investment banks, scientists, fishermen, farmers and local
communities. It also undertakes public campaigns to influence decision makers, and seeks to
educate people on how to live in a more environmentally friendly manner. It urges people to
donate funds to protect the environment.

ABOUT THEIR BUSINESS:

The world’s leading conservation organization, WWF works in 100 countries and is
supported by over 1 million members in the United States and six million globally. WWF’s
unique way of working combines global reach with a foundation in science, and involves
action and partnership at every level from local to global to ensure the delivery of innovative
solutions that meet the needs of both people and nature. It works as a Non-Profit
Organization Management as Carter Roberts as CEO with a company size of over 1000-5000
employees, estimated annual revenue of $7M. It’s headquarters in located in Washington
D.C. WWF main competitors as such are MedWet, UICN and Birdlife.

World Wildlife Foundation’s Mission states:

“Our mission is to conserve nature and reduce the most pressing threats to the diversity
of life on Earth.”
What is World Wildlife Federation’s Business?

WWF engages with companies to advance sustainable production and consumption, WWF
helps reduce their impact, which protects endangered species and preserves the planet's rich
biodiversity and ecosystem services for future generations. This work protects the Earth and
is the basis for a better business model. There is a great potential for the corporate sector to
co-operate with WWF Armenia for developing partnerships that can lead to mutual benefits,
not only for conservation but also in terms of marketing and communications. Companies can
sponsor conservation work of WWF in particular areas of wildlife protection.WWF believes
that business, trade and industry have a crucial role to play in supporting conservation efforts
and promoting greater environmental responsibility for our planet. The three areas especially
in WWF Armenia cover:
• Licensing
• In kind donation
• Corporate sponsorship
Apart from their 6 sectors of work they focus on, there are a few more key areas to which
they cater to. They are as following:

• Finance
By demonstrating the value of nature and the links between financial and environmental
risks, we aim to redirect the flow of finance away from activities that harm our planet toward
those that heal.

• Governance
An important part of WWF’s work is tackling corruption, poaching and illegal logging,
supporting local communities to govern natural resources, or ensuring development plans
take into account environmental impact and the needs of local people.

• Markets
Markets impact nature and by default WWF gets impacted/ affected too. So to overcome this
they focus on this area as well. The economies are geared towards continuous growth and
rely on people buying more stuff and a lot of resources from the Earth than what it can
provide, contributing to climate change, water scarcity, pollution, and biodiversity loss. But,
as the global population grows further, business as usual will accelerate this destruction. This
way Wildlife is affected causing an effect on WWF as well.

• Biodiversity
We as humans have caused massive destruction to Nature and WWF believes that ‘Nature
can thrive again’. Humans can be smarter about the usage of oceans, freshwater and land, and
how energy is produced, food and resources as well. There is knowledge and capability
available and WWF helps in implementing and executing the same.

• People and Conservation

WWF’s mission is to create a world where people live in harmony with nature. For many
indigenous people and local communities around the world, that’s the way it’s always been.
Land and sea, forest and river have provided for them for countless generations. WWF work
in many places directly with communities to support them to manage the natural resources
they depend on and protect those resources against emerging threats, in a way that’s good for
people and nature alike.

• Projects
WWF is working to reduce humanity's ecological footprint – the amount of land and natural
resources needed to supply our food, water, fiber and timber, and to absorb our CO2
emissions. By 2020, humanity’s global footprint falls below its 2000 level and continues its
downward trend, specifically in the areas of: Energy and carbon, Commodities (crops, meat,
fish and wood) and water. By 2050, humanity’s global footprint stays within the Earth’s
capacity to sustain life and the natural resources of our planet are shared equitably

An example is stated below in the recent works on WWF:

World Wildlife Foundation will work closely with famous American coffee brand, Starbucks
which is present worldwide for developing a plan that not only sets a new standard for
sustainable practices in stores, but also ensures new Starbucks stores will be built and
operated in a way that significantly reduces environmental impacts. As market demand for
food increases, so too does the impact on natural resources and important wildlife habitat.
WWF recognizes the enormous potential to improve how we produce food and other
products—all while creating opportunities for business.

GLOBAL MARKETING STRATEGIES

The role of social

Social is not a singular focus for the charity – but something that feeds into every element of
its digital strategy. This means it views each and every digital touch point – from its
Facebook page to its main site – as an opportunity for people to discover more about the
charity and its work. In turn, social also provides an opportunity for WWF to tell its story,
grow its community, and find out more about its audience.

Social is not only key to the user journey, but a vital way for the charity itself to capitalize on
valuable data from new and existing supporters.

Whether it’s sharing a Facebook post, signing up to an e-action (a WWF petition) or joining
Earth Hour – WWF is focused on making it as easy and intuitive as possible for people to get
involved.

Local and global content

A lot of the issues WWF focuses on – such as climate change, wildlife crime, or ocean
conservation – are global in scale. However, these issues also have very stark local impacts,
with the interest of users often dependent on where they live. As such, even though WWF is a
global network – with national offices all around the world and over 6,500 staff – it plans
content at a local level in order to be most relevant and compelling for local audiences.

Of course, that does not mean it limits followers to just local issues. WWF’s large global
network also offers the audience opportunity to discover its work in places thousands of miles
from their doorsteps. The current #savethevaquita campaign – a movement to save the
world’s smallest porpoise found only in the Upper Gulf of California in Mexico – is just one
example of this.

Only recently, the Mexican government announced they are taking the necessary steps to help
stop the most endangered marine mammal from going extinct. It was a combination of local
and international support which truly drove the change. The campaign generated a lot of
support from celebrities around the world, most notably from Leonardo DiCaprio, who is also
a WWF-US board member

Experimenting with Viber

In terms of specific areas of focus, WWF works across the major social media channels of
Facebook, Twitter, and Instagram. However, the charity is not averse to venturing outside of
the big three. It also recently began experimenting with Viber, launching on the messaging
app in time for Earth Day. This allowed users to send free stickers to friends, use public chat,
and even talk to an adventure Chabot that aimed to engage a younger audience on important
topics.

WWF has amassed 2.5m followers on Viber since the launch – evidence that the charity is
able to adapt its strategy to suit various platforms and demographics.

For certain types of content, the charity might focus on engagement levels, while for others it
might aim for conversion (e.g. a user signing a petition), website visits, or comments and
responses.

Social data and demographics

Alongside differing metrics, WWF is also aware that each channel tends to attract a different
demographic. Consequently, the charity tailors its messages to varying audiences where it
can. This is not only due to the varying concerns of different age groups – but the differences
in how they respond to certain calls to action.

For example, an older demographic might have more money to support fundraising efforts or
show more interest in signing up to emails. On the other hand, a younger audience might be
more interested in galvanizing their local community or joining a creative competition, such
as the one launched this year for Earth Hour, which challenged young people to make a video
about how climate change affects them.

Again, data is a big focus for WWF. As a non-profit organization, social data in particular
allows the charity to generate the best ROI on digital activity. The charity uses a weekly
review schedule to measure content across all channels, in order to see what is performing
best and where. It also regularly conducts user surveys and asks for feedback from supporters
about what types of content they like the most.

WILDLIFE FUND’S “#LASTSELFIE”

From front facing smart phone cameras to selfie sticks, the selfie is a phenomenon now a
cultural staple, and is constantly evolving into new trends since this campaign was launched.
Unlike the Selfie, many animal species are not so lucky. Enter the World Wildlife Fund
(WWF), one the preeminent conservation non-profits. Using the mobile social media
platform Snapchat, the WWF reminded us of this sobering fact.

The World Wildlife Fund’s brand awareness campaign was centered around Snapchat, a
mobile social media platform that allows users to send each other pictures and videos that
disappear after ten seconds. The WWF realized that this fleeting functionality could allow
them to highlight that time is also quickly running out for many endangered species. This was
one of the first introductions to the Snapchat filters, and the way WWF used the social
platform was both relevant and impactful to its core message for the campaign.

The activation of the campaign came as followers of The World Wildlife Fund’s Snapchat
account received pictures of an endangered animal overlaid with a caption such as “Don’t let
this be my #LastSelfie” or “Better take a screenshot this could be my #LastSelfie.”
Accompanying these images was information that told the followers where they could go to
help.
As a result, there were posts by 40,000 Twitter users that were seen by 120 million users
which represent 50% of all users on the platform at the time. The WWF met its monthly
donation target in just 3 days.

World wild life hidden role in spreading harmful corporate practices

Overcoming adversity by piercing through the corporate fabric in which the world's
corporations are banded together, PandaLeaks - The Dark Side of the WWF exposes the ugly
underbelly of the planet's largest conservation group. On ground investigative research
reveals a number of horrid, and incredibly disappointing, facts about the WWF. While earlier
skepticism has surrounded the conservation group for years.

"Selling its soul" to corporations in exchange for their donations, as well as forging alliances
with powerful, non-sustainable businesses that are destroying the planet and "greenwashing"
their operations under the conservation group's label.

WWF's cozy relationship with Big Business

Monsanto, Coca-Cola, Shell, HSBC, Cargill, BP, Alcoa and Maine Harvest have reportedly
all benefited from the WWF's green label while continuing business as usual. While publicly
condemning such corporations, behind closed doors the WWF has set up "round tables" of
industrialists on hot commodities such as palm oil, timber, sugar, soy, biofuels and cocoa.

"WWF is a willing service provider to the giants of the food and energy sectors, supplying
industry with a green, progressive image... On the one hand it protects the forest; on the other
it helps corporations lay claim to land not previously in their grasp. WWF helps sell the idea
of voluntary resettlement to indigenous peoples.

WWF involved in the beatings and torture of indigenous peoples in the

name of "conservation"
The world's biggest polluters, the WWF has also been accused of committing crimes against
indigenous peoples by funding their "displacement" and "cultural extinction," contributing to
more than 20 million people who are now classified as "conservation refugees."

An ethnic group residing in the Congo, the Baka people, say they've been forced from their
ancestral lands in the name of "conservation." Restricting indigenous people's access to their
own lands has resulted in roaming, fee-paying game hunters who are often accompanied
by wildlife officers and soldiers during patrols. Baka men and women say they've been
harassed, beaten and tortured, some of whom have died as a result of the beatings, by these
patrol forces that are reportedly funded by the WWF

An elite club consisting of 1,001 of the world's richest people, including philanthropists,
industrialists and upper-class naturalists, are reportedly operating out of the WWF, which was
set up more than 50 years ago by Prince Philip and Prince Bernhart of the Netherlands. This
elite club serves as an "old boys' network," holding "influence in the corridors of global and
corporate and policy-making power."

Some previous members include Henry Ford, Alfred Heineken, Fiat boss Gianni Agnelli and
Swiss billionaire Baron von Thyssen, as well as other corrupt politicians. The club is still
important and is holding influences over the WWF's strategic decisions.

Initialism Dispute

In 2000, the World Wide Fund for Nature sued the World Wrestling Federation (now
named WWE) for unfair trade practices. Both parties had shared the initials "WWF" since
1979. The conservation organization claimed that the professional wrestling company had
violated a 1994 agreement regarding international use of the WWF initials.
On 10 August 2001, a UK court ruled in favour of the World Wide Fund for Nature. The
World Wrestling Federation filed an appeal in October 2001. However, on 10 May 2002, the
World Wrestling Federation changed its Web address from WWF.com to WWE.com, and
replaced every "WWF" reference on the existing site with "WWE", as a prelude to changing
the company's name to "World Wrestling Entertainment." Its stock ticker also switched from
WWF to WWE.
The wrestling organization's abandonment of the "WWF" initialism did not end the two
organizations' legal conflict. Later in 2002, the World Wide Fund for Nature petitioned the
court for $360 million in damages, but was not successful. A subsequent request to overturn
by the World Wide Fund for Nature was dismissed by the British Court of Appealon 28 June
2007. In 2003, World Wrestling Entertainment won a limited decision which permitted them
to continue marketing certain pre-existing products with the abandoned WWF logo.
However, WWE was mandated to issue newly branded merchandise such as apparel, action
figures, video games, and DVDs with the "WWE" initials. Additionally, the court order
required the company to remove both auditory and visual references to "WWF" in its library
of video footage outside the United Kingdom.
Starting with the 1,000th episode of Raw in July 2012, the WWF "scratch" logo is no longer
censored in archival footage. In addition, the WWF initials are no longer censored when
spoken or when written in plain text in archival footage. In exchange, WWE is no longer
permitted to use the WWF initials or logo in any new, original footage, packaging, or
advertising, with any old-school logos for retro-themed programming now using a
modification of the original WWF logo without the F.