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WWF positioning for strategist's portfolio class
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Brand PositioningRiccardo Leumann
CultureAgenda
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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 ManifestoFounding WWF document
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The people
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Skepticism amongst donors is increasingCurrent 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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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 their efforts. The organizations they choose have much to do with their personal experience.
“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.pdfhttp://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
“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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The Culture
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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The competitors
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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
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 capital when human activity will keep on destroying it.
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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
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
The Company
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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
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
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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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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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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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Depends on donors
Governmentsupported
Influence on local scale
Influence on global scale
Culture
Depends on donors
Governmentsupported
Influence on local scale
Influence on global scale
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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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Promise
“ 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, the government respects the 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.
Once this world becomes like that, we will be able say our job is done.
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Personality
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Respectful
Inspiring
Motivational
Humane
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Manifesto
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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Positioning Made by:Riccardo Leumann
Creative branding and strategy
