World Wide Fund for Nature (WWF)

A Presentation by H2O

Overview1.Organisation

2.History

3.Finance

4.Management

5.Marketing A. Paid mediaB. Earned media

Organisation For over 50 years, the WWF has been protecting the future of nature.

The WWF...●Is involved in more than 100 countries ●Has more than 1 million members in the USA ●Has almost 5 million members globally

Areas of involvement Area of involvement

Aim

Forests ‘Conserve the world’s most important forests’

Climate ‘Create a climate resilient and zero carbon world, powered by renewable energy’

Fresh water ‘Secure water for people and nature’ Oceans ‘Safeguard healthy oceans and marine

livelihoods’Wildlife ‘Protect the world’s most important

species’ Food ‘Double net food availability; freeze its

footprint’

HistoryBefore the WWF: They have been nature preservation foundations around, but all with limited funds to have a bigger impact. WWF intended and still intends to change that.

Foundation: World Wildlife Fund was founded in 1961, with a shop set up in Morges, Switzerland and the first president Prince Bernhard of the Netherlands

- World Wildlife Fund, Inc. (WWF) created 2 national appeals, US and UK, in 1961- 1973 over 170 nations have signed the CITES international agreement to ensure

working together to preserve wildlife & nature- Since 1961 the WWF has engaged in multiple preservation actions for the

worldwide wildlife and nature by starting campaigns, collaborations with states and governments and funding preservation of land

Finance85% of WWF's spending is directed to worldwide conservation activities.

ManagementPresident & CEOCarter Roberts

- MBA from Harvard Business School following a BA from Princeton University

- Marketing management positions for Procter & Gamble and Gillette.- Serves on the Boards of the Nicholas Institute for Environmental

Policy at Duke University and the Grantham Institute for Climate Change at Imperial College and the London School of Economics.

- A member of the Council on Foreign Relations and the International Finance Corporation’s Advisory Panel on Sustainability and Business.

- Serves on the Advisory Board of the Sustainable Energy for All (SE4All) initiative chaired by the Secretary-General of the UN

- President Obama’s Advisory Council on Wildlife Trafficking.Source:http://www.worldwildlife.org/

Management-Team

Source:http://www.worldwildlife.org/

Online Marketing WWF

Owned media Digital properties:

- Working together with hootsuite (social media marketing management tool)

- #EndangeredEmojicampaign- Encouragement of petition sign-up through social media

engagement- Put corporate social media accounts in line worldwide- Social media- Facebook, Instagram, twitter, LinkedIn- Mobile APP: WWF Together in app stores

Paid media ●Use of Google AdWords

●Mobile phone ads encouraging a call to action → Donations via text message (WWF Sweden)

● Working together with newspapers for their advertisements such as The New York Times

Advertisement examples of the WWF

Advertisement examples of the WWF

Earned media

Partner networks:- Developing partnerships with possible donors to increase funding

and have word-of mouth, through their community engagement → “Partner in Conservation”

- Cause Marketing - Working together with corporation to develop integrated consumer-facing campaigns

- Green-marketing with corporation to assess their sustainability- Humanitarian/ BOP marketing to develop communities