World Wildlife Fund: Fundraising Methods and Capability

The World Wildlife Fund is an international not-for-profit making agency incepted in 1961. The non-governmental organization pursues wilderness conservation in an attempt to minimize adverse human impact on the environment. The organization addresses global threats and forces that risk the earth’s biodiversity. World Wildlife Fund concentrates on six core factions namely; wildlife, climate, freshwater, forests, food, and marine spaces (WWF, n.d). The agency leverages on the human resource to direct assets towards safeguarding vulnerable areas, communities and species across the globe. Word Wildlife Fund mission focuses on averting the degradation of the earth’s natural resources and establishing a posterity where human’s and nature live in harmony. As a going concern, the agency’s mission propagates the sustainability concept by conserving the planet’s biological diversity. As Carroll (2014) explains, to foster sustainability, the organization’s mission underscores the need for human race to invest and utilize in sustainable renewable resources for instance sources of energy. World Wildlife fund's mission positions the firm’s stance as a going concern in its emphasis for the promotion of pollution reduction and minimization of wasteful consumption. The agency’s mission sustainability is pegged on the conservation of the earth’s natural environment including species and important habitats hence making the mission sustainable and a going concern ( Carroll, 2014). The mission also focuses on upholding and maintaining of the integrity of the earth’s natural places as well as improving the planet’s capacity to sustain life and sustainability of the earth’s resources. WWF uses its ethical code as a cultural bridge to navigate biodiversity in pursuit of its conservation mission. World Wildlife Fund adheres to the agency’s established ethical values namely; integrity, trustworthiness, fairness and loyalty. The code of ethics at World Wildlife Fund is fostered through the establishment of a compliance culture in provision of secure and respectful environment. For instance, WWF encourages upholding of a ‘speak up’ culture where people are allowed to safely report incidences of inappropriate conduct by the organization’s employees and partners without fear of reprisal. The agency’s position on ethics explains that the organization is multicultural, and non-party political, and runs its operations in a cost-effective fashion while applying high standards of accountability and transparency in utilization of donor funds (WWF, n.d). World Wildlife Fund respects the rights of its colleagues, cultural and ethnic diversity, observes a culture of honesty, unambiguousness and political neutrality. The organization expresses the will to uphold professionalism, openness, objectiveness and refrains from accepting bribes, favors. The agency maintains zero tolerance towards family, religious, tribal or political connections. Regarding social responsibility, World Wildlife Fund has a strong stance that encourages its members to enhance their social responsivity activities. The organization pursues social responsibility through nature conservation, dedication and commitment to protecting the environment (Carrasco et al., 2017). The firm holds the position that recognition for social responsibility would bring immense ecological benefits towards environmental conservation. World Wildlife fund relies on several fundraising methods and capabilities to fund its operations. First, the organization sends its representative's door to door while asking people to support WWF with a monthly donation. The agency equips its agents with tablets hence allowing credit and debit card donations. WWF also undertakes online fundraising. For instance, World Wildlife Fund requests individuals who might be joining events such as mountain climbing, birthday or marathon to make the function extra meaningful by setting up a challenge with a motive of making contributions towards WWF ( Carroll, 2014). To achieve online funding convenience, WWF has partnered with give.sg and simplygiving.com where people can raise funds to help WWF in its conservation endeavors. WWF makes use of business alliances to fundraise by cooperating with leading business groups. The organization has for example partnered with Sky Ocean Rescue which commits ten million pounds to support WWF marine activities. In addition, WWF fundraises through the European Commission and other development agencies. Such agencies include the Horizon 2010 and the Norwegian Agency. According to WWF (n.d), World Wildlife Fund also fundraises by seeking financial aid from governments such as France, Finland, Italy and Spain who partner with WWF to offer assistance towards the organization’s conservation activities ( Carroll, 2014). Trusts and Foundations are key in supporting WWF fundraising endeavors. Foundations such bas the MAVA, Drosos, Heinrich Bole and Oakand Gsell funds WWF’s projects in support of the organization’s climate change and smarter fishing practices. WWF also relies on corporate partners to fund its conservation projects for example Coca-Cola, IKEA, Portucel and Amorim. WWF fundraising capabilities are anchored on the WWF network offices that enable core funding. World Wildlife Fund relationship with external parties contributes immensely in influencing the agency’s conservation efforts. The organization relies on a network of global network that constitutes external entities that support WWF conservation reach. WWF maintains long term relationships with entities, both private and public sectors and civil society to give the organization global positioning. WWF further collaborates with countries to strengthen its environmental restoration agenda. WWF seeks to strengthen its relationship by working together with external entities to amplify and accelerate the needed impact. World Wildlife Fund has for example maintained a decade-long relationship with Coca-Cola to help address changes that impact fresh water ( Carroll, 2014) . WWF has cordial relationships with external entities that constitute governments, businesses, individual donors and local communities and leverages on the strengths to achieve far-reaching success. The expanded relationships spark commitments from the entities to coerce the human race to value, conserve and safeguard the planet’s natural endowments. WWF strong relationship with Coca-Cola aims at improving water efficiency, cut carbon dioxide emissions contained in drinks and source key agricultural ingredients sustainably. Carrasco et al., (2017) avers that the relationships have enabled WWF to realize conservation gains and improve ecological health. Maintaining close ties with the corporate sector allows WWF to drive conservation results that would otherwise not be feasible. Engagement with external entities is focussed on themes such as water stewardship, food, ocean comedies and forest as well as climate and energy. Such external entities include McDonalds, SEB Fonder, Sysco Corporation, IKEA, EDEKA, and Mars & Mars Global Petcare among others. Local communities and indigenous populations are also key eternal entities that relate cordially with WWF to promote sustainable use and protection of natural resources. The Word Wildlife Fund has attracted a mass of volunteers constituting both adults and interns from approximately 49 nationalities since the WWF program inception. WWF manages and leads its volunteers by providing powerful and hands-on exposure of unique hurdles that developing states experience in their environmental conservation attempts. The WWF adult volunteers receive a 3 to 6 months of volunteer experience by working with the agency in states such as Madagascar, Bolivia, the Carpathians, Pacific amd WWF International (Carrasco et al., 2017). WWF integrates the volunteers into a WWF team to offer services on environmental conservation initiatives in line with the programs which each is engaged in. The volunteers receive insights into the world of conservation most which constitute WWF projects in rural communities and WWF offices. WWF strives to inspire and motivate its volunteers to enable them learn and carry on with the knowledge throughout their entire life. World Wildlife Fund commits its energy, time amd resources to enable volunteers have a first-hand conservation experience. World Wildlife Fund ought to integrate the United Nations sustainable development goals with its biodiversity targets to foster sustainability and continue with its mission as a going concern. The agency should leverage on the experience, expertise and diversity that civil societies bring as an active partner in sustainable agenda implementation. To ensure sustainable financing, the SDGs ought to be reflected in member states national plans and budgets as well as in the European Union financial framework as an attempt to improve the agency’s financial flow. World Wildlife Fund should partner with universities and other learning substitutions as an attempt to increase volunteer uptake. The universities should collaborate with WWF to train the next generation of leaders competent to pursue environmental conservation initiatives. 

References 

Carrasco, L. R., Chan, J., McGrath, F., & Nghiem, L. (2017). Biodiversity conservation in a telecoupled world.  Ecology and Society,  22 (3). 

Carroll, R. (2014). World Wildlife Fund (WWF-US) Organizational Overview: Dzanga-Sangha Reserve, Central African Republic 

http://www.umich.edu/~infosrn/PDF_FILES/ENGLISH_.PDF/SEC._3/CARROLL.PDF 

WWF (n.d). A Critical year for our future and for the climate https://www.worldwildlife.org/