The document provides an overview of the brand positioning for the World Wildlife Fund (WWF). It discusses WWF's pillars which focus on being spokespeople for wildlife, conservation of natural habitats, education of future generations, and inspiring the future. It also examines WWF's culture of depending on donors and government support while having influence on both local and global scales. The document proposes positioning WWF as the largest advocate for wildlife conservation working on every level from volunteers to government representatives. It presents WWF's promise of a future where humans and nature live in harmony and describes WWF's personality as respectful, inspiring, and motivational.
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“Skillful and devoted men and admirable organizations are
struggling to save the world Wild Life.They have the ability and
the will to do it but they tragically lack the support and
resources.They are battling at this moment on many fronts and
against many daily changing and growing threats.”
- The Morges Manifesto
Founding WWF document
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Skepticism amongst donors is increasing
Current and prospect donors are skeptical about helping WWF.
They feel like the company has grown too much. They are afraid
that their donations are not going to end up where they should
and that they will use the money for less important operations,
like home mail or higher payments for workers.
“I am dismayed by the small percentage
of donations that go to the programs. If
you go to their website, they claim that they
spend 84% of their budget on programs. Either
that’s an outright misstatement or they haven’t
been checked out by CN lately. My cut-off is
75%, so these people are off my list. Also,
staff is too highly paid for a non-profit. “
-Former donor
“I gave $200 in early 2012 and every few
weeks received solicitations for more money.
I saved every one of those mailings and their
combined weight over a year is a tad more
than 3 pounds.I am extremely unhappy and
will be giving elsewhere in future.”
-Former donor
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6. Younger people (16-24) are more willing to get involved with
the organization, give their time and efforts rather than donate
money. This could be a trend that will follow as they grow older,
but it is common for this age group to want to help others,
to want to do more for those that need more than themselves.
“The real level of young people’s
engagement with charity in the wider
sense is being underestimated by
traditional giving surveys and narrow
approaches to measurement, which rarely
include the type of activities mentioned by
the young people.”
http://www.jrf.org.uk/sites/files/jrf/n22.pdf
“Young people are engaged in a wide range
of activities that could be described as ‘altruis-
tic’,‘socially responsible’,‘ethical economics’,
‘citizenship’ or ‘charitable’, but which may not
necessarily be counted under the more for-
mal banner of ‘charity’.”
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Younger people are more willing to volunteer
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Even though younger people believe in helping, most of the
donations come from older people. These are the people that
have the money,but no time to give theirefforts.Theorganizations
theychoosehavemuchtodowiththeirpersonalexperience.
“Research with adults has shown that giving
is relatively strong around the age of 30
and above, when adults become engaged in
the kinds of social and formal networks that
encourage giving and involvement.”
http://www.bc.edu/content/dam/files/research_sites/cwp/pdf/Charitable.pdf
“Charitable giving is found to increase with
age up to approximately age 65. Giving and
Volunteering in the US shows that the average dol-
lar contribution increases from age 21 to 64 from a
minimum of $698 to a maximum average of $1,781.”
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Most of donations come from older supporters
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The importance of social media for non-profit organizations has grown
a lot in recent years. It is a way that people can stay in touch with the
organization and organizations can me more transparent to supporters.
Even thou most non-profits think is important, WWF uses its social
media only as a tool to inform followers about donations; it doesn’t
have any informations or updates on their current projects.
“Young people want more information from
charities about what is done with their money
and how their donations effect change, and they
believe that having more information would
encourage them to give more in future.The
vast majority think that they will be engaged,
giving both money and time in the future.”
Independent Sector released suggestions from the
Panel on the Nonprofit Sector about how to
increase accountability and nonprofit
governance. Key recommendations followed by
many nonprofits included:
Transparency – Provide detailed information
about programs, measured outcomes, and
financial management to the public by way of
annual reports, Web sites, and other means.
http://www.jrf.org.uk/sites/files/jrf/n22.pdf
http://na.sage.com/sage-nonprofit-solutions/product-support/
resource-center/~/media/Category/Nonprofit/Assets/Documents/
PDFs/WP_4ReasonsforTransparency.pdf
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Social media to provide more detailed information
10. “The public enjoys easier access
to nonprofit financial information
via the Internet and a growing number
of organizations competing for their
charitable dollars each year”
“Social media starting to edge
out email in importance to
nonprofit marketers.
In-person events and media relations
growing in importance to nonprofits;
print marketing falling.
Nonprofits most likely to experiment
with Pinterest in 2013. Second place
tie: Google+, LinkedIn,YouTube.
International nonprofits most likely to
say blogging, social media, and video are
very important common tools for 2013.”
http://na.sage.com/sage-nonprofit-solutions/product-support/resource-center/~/media/
Category/Nonprofit/Assets/Documents/PDFs/WP_4ReasonsforTransparency.pdf
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12. The culture surrounding charities is changing. More and more
people want to volunteer and see for themselves what the organi-
zations and people are doing. Volunteering brings people close to
organizations. It gives them a better knowledge of the needs of the
organization, make them more likely to identify with and support
the mission of the organization. People that do volunteer work with
organizations are more willing to give money and time in the future,
to have a deeper relationship with them.
“Larger charities are also noticing an increase in the number of
people willing to volunteer. Last year the Royal National Institute of
Blind People (RNIB) brought in 1,000 new volunteers, but the traditional
volunteer demographic is changing, which is influencing the way vol-
unteer managers work.The charity is seeing more volunteers who are
professionals who have been made redundant or are career changers,
looking for short-term volunteering opportunities.”
http://www.guardian.co.uk/voluntary-sector-network/2012/
apr/25/governance-and-management-charities
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Volunteering brings organizations and people closer together
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“Those who volunteer also give more money to
charity than those who do not. Volunteer giving
is always associated with charitable contributions
that are two to four times higher than non-vol-
unteers.Not only do households where members
volunteer give larger dollar amounts to18 charity,
they also have higher participation rates in char-
itable giving (94% versus 82%) and contributing
households where members volunteer give more
than twice the percentage of income to charity”
“Volunteering and charitable giving bring do-
nors into contact with an organization,give
them a better knowledge of the needs of the
organization,make them more likely over time to
identify with and support the mission of the orga-
nization,and to be asked by the nonprofit orga-
nization to contribute either time or money.As a
volunteer,proximity to the organization allows the
donor to see in person just how the organization is
utilizing funds,thereby building confidence in an
organization.”
http://www.bc.edu/content/dam/files/research_sites/cwp/pdf/Charitable.pdf
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Most of our competitors have specific goals towards wildlife around
the globe. They focus on climate change, procreation of wildlife,
education and preservation. Even thou they seem similar to WWF,
they have completely different visions and ways to execute them.
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Our competitors are smaller and more specific
16. Defenders of Wildlife is a much smaller company that focuses on the
reestablishment of gray wolves.Its objectives surround the procreation
and preservation of animals rather than on their habitats,when it’s
proven a waste of capitalwhenhumanactivitywillkeepondestroyingit.
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Defenders of Wildlife
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National Wildlife Federation focuses on finding Solutions to the
Climate Crisis.Global warming is the single biggest threat to wildlife
and wild places.The impacts of global warming,caused by increased
carbon pollution,are already being felt:more droughts,food and
water shortages,severe weather,and habitat loss.At the same time
that global warming threatens our future,we as a nation are losing our
connection with nature,connections that foster healthy children and
an appreciation for the natural world.
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National Wildlife Federation
18. The Wildlife Conservation Society has the clear mission to save wildlife
and wild places across the globe.During our 115 years,we have forged
the power of our global conservation work and the management of our
five parks in New York City to create the world’s most comprehensive
conservation organization.They currently manage about 500 conserva-
tion projects in more than 60 countries;and educate millions of visitors
at our five living institutions in New York City on important issues af-
fecting our planet.Our parks include:the Bronx Zoo,New York Aquari-
um,Central Park Zoo,Prospect Park Zoo and Queens Zoo.
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Wildlife Conservation Society
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The International Fund for Animal Welfare saves animals in need all
around the world.With projects in more than 40 countries,we rescue
individual animals,campaign to prevent animal cruelty and advocate
for the protection of wildlife and habitats.
“The organization could focus more on US,could get involved more in politically-charged scenarios.”
“They could be stronger advocates for policies responding to climate change.”
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International Fund for Animal Welfare
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Since the WWF was founded in 1961,they have fought to protect
endangered species by collaborating with the US Congress to
secure funding and further their mission,partnering with businesses
to improve their practices,and doing community outreach to promote
sustainable practices.To join the 1.2 million US members in helping
the WWF meet their goal of conserving 19 of the world’s most
important natural places by 2020.
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Background story
22. WWF is the world’s leading environmental conservation organization,
is made up of a team of scientists,field staff,and policy makers that
have a global reach of 100 countries with nearly 5 million members.
WWF does work on a much bigger projects than what is
possible portray to the public, like law enforcements, and make
sure those promises are being kept.
In recent years, WWF have been working on large scale programs
and working with government to implement new regulations and
programs to ensure protection areas.
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About us
24. Spokespeople for those that can’t defend themselves.
WWF is a symbol for what nature has been going through.We
are the hands and voice of those that are currently under attack
of the harmful ever growing of advancement of civilization.
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We are focused on the conservation of natural habitats
In the speed that nature is being taken over,we want to make sure no
more damage is done.We are focused in conserving the natural habi-
tats that we currently have and provide a better future for all living be-
ings and nature before its too late.
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26. Education of future generations
We are always looking to the future.We want to make sure our future
is in good hands and the only way to do that is through education.
When we educate our future generations about endangered species
and natural habitats we can only assume that they will have a better
attitude towards the planet then we have right now.
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We inspire the future
We are always looking for the future and long-term results.We be-
lieve that the solution is not about turning back the clocks,but finding
solutions in our current world that both nature and civilization could
benefit from and live in harmony together in the same planet.
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28. Brand pillars
Spokespeople for those that can’t defend themselves.
We are focused on the conservation of natural habitats
Education of future generations
We inspire the future
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32. World Wildlife Fund is the largest advocate for wildlife in the world
working on every level of conservation and preservation. From
volunteers on site making sure destruction doesn’t go any further to
representatives in the government affecting environmental policy, we
are the only ones with the power and structure capable of
influencing and inspiring a better future for our planet where
humans and animals can live in harmony.
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34. “ A future in which humans live in harmony with nature “
We envision a world where animals and humans can live in
harmony. Where technology doesn’t bring more destruction,
but rather made possible to revert the process.In this future,
thegovernmentrespectsthe laws made to conserve the Earth’s
biodiversity and support laws to make sure progress is being made.
It will also be a very inspiring future. More people will be
educated on how fragile our world really is and will have a
more“proactive”attitude towards doing what they believe is
right.Not doing what they are told,but rather getting informed
about what they care and make decisions based on that.
Oncethisworldbecomeslikethat,wewillbeablesayourjobisdone.
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38. We are not just the people working in offices, making
progress on policy changes to guarantee the world
fauna will still exist tomorrow.
We are also not only the people fighting in the frontline,
sweating and getting our hands dirty to preserve what
little nature we have left.
We are also not just the professors and volunteers trav-
elling around the globe to inspire future generations to
care more than we do now.
We are not only them, but so much more. We are young
and we are old. We are the environmentalists and all of
our donors. We are the not-so-carefree youth that wants
something greater. We are the everyday people who see
that nature can’t defend itself against civilization.
We all are World Wildlife Fund.
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39. Lorem Ipsum is simply dummy text of the printing and typesetting
industry. Lorem Ipsum has been the industry’s standard dummy
text ever since the 1500s, when an unknown printer took a galley
of type and scrambled it to make a type specimen book. It has sur-
vived not only five centuries, but also the leap into electronic type-
setting, remaining essentially unchanged. It was popularised in the
1960s with the release of Letraset sheets containing Lorem Ipsum
passages, and more recently with desktop publishing software like
Aldus PageMaker including versions of Lorem Ipsum.
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Made by:
Riccardo Leumann
Creative branding and strategy