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Worldwide Fund for Nature (WWF-UK)Facts
●Membership in 1993 was 230 214, however, calculation of this figure has
changed and now members and donors are counted together and stand at
242 ,939 on 3 September 1995.
●Founded in 1961.
●Total income in 1995 was over £21 million.
●Direct expenditure on conservation projects and fund-raising activities was
£13.5 million.
●Legacy and appeals income steadily increasing but regional fund-raising and
catalogue trading have shown losses recently and the WWF-UK admit that
cost of attracting new members is proving to be inhibitive.
●WWF-UK are rumoured to have a falling membership base and a poor staff
morale.Aims
●‘WWF’s ultimate goal is to stop, and eventually to reverse, the accelerating
degradation of our planet’s natural environment. Our vision is a future in
which humans live in harmony with nature.’ This will be achieved by:
●preserving the abundance and diversity of genes, species and habitats
●ensuring that any use of biological resources is ecologically sustainable
both now and in the long term
●promoting actions to minimize pollution and the wasteful exploitation
and consumption of resources and energy.Perception of the WWF
●The greenhouse effect and pollution of the UK rivers and seas are seen as the
two main issues by their membership.
●A quarter of the membership believe that global influence is their greatest
strength.
●Only 15 per cent believe that WWF have a strong public profile.
●Members believe that the charity should devote more resources to active
promotion and publicity of their cause.Future strategic directions
●Active involvement in influencing governments across the world, projects
cover timber certification schemes, wildlife trade legislation, encouraging and
providing environmental management systems.
●Emphasis and concentration on conservation issues.
●Development of education programmes in schools and communities.Figure 2.6.2 (continued)