WWF Annual Review 2004

Living within our means© WWF-Canon / Jean-Luc RAY“ Collectively, WWF and its many
partners are demonstrating that ahealthy environment is essential
for creating a more sustainable
future for all humankind.”Chief Emeka Anyaoku, President, WWF International

The fifth Living Planet Report, published by WWF in
2004, shows that we are still plundering our planet at apace that outstrips its capacity to support life. "We are
spending nature's capital faster than it can regenerate,"says WWF Director General, Claude Martin.
Nevertheless, the report suggests that innovativemodels can be developed to tackle the challenges ofliving within the biocapacity of one planet. To succeed,"One Planet Living" must be achievable, affordable, andattractive. It must address such needs as housing,clothing, food, healthcare, education, energy, mobility,
and leisure. And it must be simple.
As a practical example, WWF and the BioRegional
Development Group have helped create BedZED, asustainable living project in London. Its homes andoffices consume 50 per cent less energy and water than
average, and are built of local and recycled materials.

1 Tackling the causes

14 WWF International Board and Directors

3 WWF in 2004

16 Points of view

5 Time to act!

17 WWF Worldwide Network© WWF-Canon / André BÄRTSCHI

8 Financial stewardshipResidents find BedZED an agreeable place to live,
contradicting the common assumption that a smaller
ecological footprint means a lower quality of life.
“Sustainable living and a high quality of life are notincompatible,” said Jonathan Loh, one of the authors of
the report. “However, we need to stop wasting natural

9 Income and expenditure

resources and to redress the imbalance in consumption

12 Supporters: a vital asset

between the developing and industrialized worlds.”
Download the latest Living Planet Report fromwww.panda.org/livingplanet

Tackling thecausesUnless the causes of climate change aretackled effectively, we face an increasingly
insecure world – environmentally, socially,and economically.

© WWF-Canon / Jean-Luc RAY

Claude Martin
Director General,
WWF International

Our programmes, summarized in this review, arepoised to address this and other threats to our planet.

Twice as much
Just a year ago, WWF reported the effective
doubling of protected-forest area over the past ten
years, from 6 per cent to 13 per cent of the world's
total forest cover. This has contributed greatly to theGerman Development Bank KfW – alone will make

Province, has greatly improved the chances ofa considerable contribution to the conservation ofsurvival of our emblem – the giant panda – now

tropical forests. We are also working on important

estimated to have increased to 1,600 individuals infreshwater and marine ecosystems, which will soon

the wild.

be given permanent protection.

expansion of all protected areas, now equivalent to
the land-surface of China and India combined.
I am confident that we will continue to make rapid
progress in setting aside further valuable areas insome of the remaining large forests. The Amazon
Region Protected Areas (ARPA) plan – a partnership
between WWF and the Brazilian government, theWorld Bank, and the Global Environment Facility,with further support from aid agencies such as the

Together with others in the conservation community,
we have made considerable progress on many fronts

Symbolic species
WWF has also made big strides in species

in biodiversity conservation. However, the challenges
have kept pace with these successes.

conservation. For instance, last year the results of a
25-year cooperation with the Chinese government
on panda conservation were made public. These
showed that effective protection of panda habitat,
particularly in the Qinling Mountains of the Shaanxi

progress...

1© WWF-Canon / Michel GUNTHER

Tackling thecauseseffective...

Global warning
Earlier in 2004, Sir David King, Chief Scientist to the
UK government, went on record to say that global
climate change is the most severe problem that theworld is facing today. He did not say that it is themost severe environmental problem, but the most
severe problem, full stop. Sir David’s concern isshared by many of us. Climate change places every
sector of life at risk: the Earth's biodiversity on which
we all depend; the social fabric, particularly in the
more vulnerable societies; and all of the world’s

difficulty in fulfilling their promises. Not only have theyfailed to tackle climate change effectively; but theyalso risk completely missing the key UN Millennium
Development Goals of ensuring environmental
sustainability by 2015. The repeated promises byindustrialized countries to increase their development
aid to 0.7 per cent of GDP – a key element inpoverty reduction strategies – have remained empty
ones. In fact development aid, at 0.23 per centaverage of GDP, is now in real terms only one-fourth

Sudden and extreme weather events characterize theof what it was in the 1960s.

dangers of a changing climate.

economies.
We are already witnessing serious impacts, fromcoral bleaching and forest fires, to rapidly melting
Arctic ice shields and disoriented migratory species.
Not even the most radical environmentalists would
have anticipated this development ten or twelve
years ago, when the Climate Change Convention
was concluded – let alone those who, for reasons ofshort-term vested interests, continued to deny any
human influence on the world's climate.

Inextricably linked
Climate change effects are particularly harsh on poor
rural societies, which are more directly exposed todrought, floods, and biodiversity loss. Thus, unlesspoverty reduction strategies include climate change
mitigation and effective long-term conservation of© WWF-Canon / Li LIFENG

2

forests, river basins, coral reefs, and mountain areas,poverty is very likely to grow even more, and leadincreasingly to security issues.
We have a vast job to explain and document the

Empty promises
But this is not the time to argue about who was rightand who was wrong. We are all needed now to solve
this grave world problem – especially ourgovernments. Political leaders have great difficulty incoming to grips with what to do, and even greater

undeniable fact that biodiversity conservation is a‘vital ingredient of any poverty reduction plan. And wehave to urge governments to integrate their trade,resource consumption, and energy policies with theirdevelopment strategies. I count on your support. CM

On the look-out: (from left to right) a Chinese game guard,
WWF’s Jim Harkness, and Claude Martin in giant panda
habitat in the Qinling Mountains, Shaanxi Province, China.

It’s not just about putting fences aroundthings and protecting them, but applying
a whole raft of different skills, tools, andpartnerships to ensure we’re delivering
long-term sustainable solutions.

Paul Steele
Chief Operating Officer,
WWF International© WWF-Canon / Jean-Luc RAY‘‘

WWF in 2004

In WWF's 2003 Annual Review, you said that

But is WWF really that different from other

Second, when we form an opinion on something,

our ethos “For a living planet” sets us apart.

conservation organizations, many of whose

it’s solidly based on science. We’re often criticizedHow?

work we admire, and with whom we often

because we won’t come out with dogmatic, black-

Steele: Trying to bring about a world where people

work in partnership?

and-white statements if the science isn’t clear. Onceare living in harmony with nature is fundamental to

Steele: I sincerely believe that a number of

it is, we’re quite happy to commit ourselves, as we

WWF's mission – and the essence of our living

differences do indeed make us unique.

have done over toxic chemicals and climate change.

planet ethos. Many other organizations operate witha “let’s just protect biodiversity” mentality, without
necessarily providing solutions. We, on the other
hand, pride ourselves on trying to rectify the causesof biodiversity decline instead of just identifying
problems and saying “You should stop doing thisor stop doing that”.

First is our breadth of influence, something I thinkno other large-scale conservation organization has.

But we won’t jump on a band-wagon just because
it’s popular.

From the know-how we have gained over 40 or

And third is our willingness to form partnerships inmore years of working in the field and right up toorder to provide solutions, which we believe can only

the global policy level – it amounts to a span ofcome through working together.

experience unlike any other.

e528 billion: total EU chemicals sales in 2002 • 37%: the amount of CO2 emissions generated by the electrical power industry through the burning of fossil fuels – mainly coal3WWF in 2004‘‘

How do you work with industries with a heavy© WWF-Canon / Juan PRATGINESTOS

ecological footprint?

solutions...

Has WWF changed since the 1960s?

‘

4

Steele: In a word, yes. Today we’re taking a much wider

Steele: First of all, the company has to be willing to beview of conservation. While recognizing that flagshipserious about addressing environmental issues. In the caseprogrammes such as tiger and panda conservation are stillof one of our partners, Lafarge, the world leader in building

important and will remain at the core of our on-the-groundmaterials, the senior management there recognize that

activity, we understand that we must take a much morethey have a certain responsibility towards the planet.

holistic stance when looking at the root causes of

Initially, we started working with them on forest restoration

biodiversity loss and the broader issues. Forty years ago

and developing guidelines for quarry rehabilitation. But ourwe were carrying out lots of small projects all over the

relationship quickly developed, and we broached evenplace. Now we look at broader programmes such as

more contentious issues, such as reducing their CO2

ecoregion conservation – taking large geographic areas

emissions and looking at the impact of chemicals. Now

and trying to understand all of the various factors that

we’re moving on to areas like sustainable construction.

are in play in order to come up with sustainable

This is a very good example of how, by working together,development solutions for them.

we can reach both business and conservation goals.

So, how would you sum up WWF in 2004?

Steele: The fact is, WWF today is a uniquely placedorganization that tackles issues from global policy toon-the-ground field programmes. We are a science-driven
and dynamic organization that’s committed to finding
solutions to a whole range of very pertinent issues

around the planet, in partnership with local communities,
governments, the private sector, multinational andmultilateral organizations – and of course, nature
herself. PS

1 million years: the time it takes for a glass bottle to break down in landfill; up to 500 years for aluminium; 400 years for plastics • 1%: the increase of temperate forest cover between 1990 andChris Hails (far left)
Programme Director,
WWF International

The year 2004 saw us continuing the struggle to stop the degradation of our naturalenvironment in two important areas – conserving the world’s biological diversity, andreducing humanity’s ecological footprint. Despite difficulties,
we had a number of successes in both of these vital areas.
This was also, inevitably, a year in which we continued to face a number ofchallenges, some immediate, some longer-term. Among them:“Paper parks”: areas that have been officiallyenvironment. Yet conservation can often seem like adeclared as protected, but which continue to be

costly luxury to developing countries. Ensuring thatclandestinely exploited and their wildlife poached.

development does not destroy the life-support
systems upon which it depends is an important partThe success of the Annapurna Conservation Area
Project, launched in 1986 and one of WWF’s
largest undertakings in Nepal, is largely due tolocal communities’ commitment to the project.

of our work.

© WWF-Canon / John E. NEWBYThe North/South divide, in which for example,
Northern “haves” exploit the fisheries of the Southern“have-nots”, paying them a pittance while they

The slow speed with which the world is moving

deplete stocks, damage coastlines, and maketowards renewable energy. Energy experts agree thatvast profits.

continuing reliance on fossil fuels is not an option –yet less than 4 per cent of the annual US$240 billion

Reconciling conservation with poverty

global energy subsidies is being allocated toreduction and development. Governments are

renewable energy sources, while about two-thirds

gradually realizing that social and economic

are spent on fossil fuels.

development must go hand-in-hand with a healthy

5© WWF-Canon / Michel GUNTHER© WWF-Canon / John E. NEWBY© WWF-Canon / Hartmut JUNGIUS

commitment...

Time to act!

Talking ethnobotany: Himba women sharetraditional knowledge of plants and their useswith WWF staff in Kunene Province, Namibia.

2000; 7%: the decrease in tropical forest cover during the same time • 300,000: the number of small whales, dolphins, and porpoises that die each year from entanglement in fishing gear

challenging...

One of our goals is to prevent further
species losses. We are determined tocontinue doing all we can to reverse
the trend of the Living Planet Index.
(Fig.1)

Upward steps on the conservation ladder

humphead wrasse listed, and we played a strong role

This year saw a number of significant steps takenin the agreement to impose strict new conditions for

towards reaching our biodiversity conservation

caviar and sturgeon.

objectives, for example:

Fig. 1: LIVING PLANET INDEX,
1970–2000- In a demonstration of commitment to the sustainable

1.4

management of its wetlands, the government ofMadagascar, in cooperation with local communities,
designated more than one million hectares offreshwater ecosystems to be protected as
Wetlands of International Importance under the

1.2

Index (1970=1.0)

BATTLING FOR
BIODIVERSITY. For several
decades the number ofendangered species on ourplanet has been steadily
increasing in proportion to
the impact of humankind.
The 2004 IUCN Red List of
Threatened Species* lists
more than 15,000 animals
and plants facing extinction,and there are probably
thousands more of which
we are unaware.

1.0
0.8
0.6

intergovernmental Ramsar Convention. This brings

0.4

WWF’s contribution to the area of freshwater under

0.2

protection to more than 50 million hectares.

01960 1965 1970 1975 1980 1985 1990 1995 2000

- With our global turtle study, released in May 2004, we
showed that conserving marine turtles can generate

Fig. 2: HUMANITY’S ECOLOGICAL FOOTPRINT,
1961–2001

up to three times more income for indigenous coastal

1.4

communities through tourism than from hunting them

1.2

– a classic case of conservation helping to reducepoverty.
- We had a number of successes at the 13th
Conference of Parties to CITES (the Convention on

1.0
0.8
0.6

International Trade of Endangered Species), obtaining

0.4

better trade controls for several species. Ramin and

0.2

Agarwood trees were the first commercial timber01960 1965 1970 1975 1980 1985 1990 1995 2000

species to be listed for protection in Asia, helping us in
the wider battle against illegal logging. We also lobbied
successfully to get the great white shark andSource: WWF’s Living Planet Report 2004 (www.panda.org/livingplanet)

Time to act!

Number of planets© WWF-Canon / Ronald PETOCZ

6*IUCN: the World Conservation Union; Red List of
Threatened Species: www.redlist.org

At least 50,000 tonnes: the amount of obsolete pesticides accumulated in African countries • US$20 billion: estimated total insurance claims for hurricanes Charley, Frances, Ivan, and Jeanne

7
REDUCING OUR FOOTPRINT. Arresting– or even reversing – the decline in
species can only work in the long run
if we also address the root causes.
There is no point in fighting to save a
species and then expecting it to survive
in a polluted, overexploited, climatealtered environment. This is where oursecond and equally important goal
comes in – to reduce the humanfootprint on the world. (Fig.2)

Life-support

governments to ratify it. In May 2004 it entered into

Fresh water is another life-supporting resource which isinternational law and twelve of the world’s mostmuch abused. In 2004, after three years ofdangerous chemicals will be banned or severely

campaigning by WWF and other civil society groups,

restricted.

the new Spanish government stopped plans (known as

To build on this success, WWF’s DetoX campaign

the Ebro River transfer) to divert vast amounts ofaims to ensure that a strengthened version of new

water from the country's northeast to irrigate tourist

chemicals legislation, known as REACH, is adopted in

facilities and intensive agriculture in the south.

the EU. To emphasize the need, WWF conducted
European-wide analyses of people’s blood – including

Insidious threat
Today toxic industrial, chemical, and pesticide pollution

EU legislators. Results show that many chemicals,
including DDT, which has been banned for years, arestill present in our bodies no matter where we live.

is everywhere. From the tip of the poles to the bottomof the ocean floor, not a single place on our planet isMarket advantage

free from contamination.

Turning down the heat

There are no better examples of overexploitation thanAmong the most dangerous and pervasive are

The other great threat is global warming caused by

our abuse of the world’s forests and seas. To tackle
this, WWF aims to create a market advantage for thesustainable use – certified by independent third parties– of these resources.

Persistent Organic Pollutants (POPs) – synthetic
chemicals with unique characteristics that pose aserious threat to wildlife and humans: they are toxic;
they are persistent – resisting normal processes that

atmospheric pollution from greenhouse gases. The
1990s was the hottest decade in the past millennium,
and the effects are being felt all over the world: frommelting glaciers to sweltering heat waves, such as thesummer of 2003 that killed 14,800 people in France

We have seen a big increase in the area of certified

break down contaminants; they accumulate in the bodyforests in Latin America in the past year. Our network

fat of people and animals and are passed from motheralone.

of buyers’ groups, committed to selling Forest

to foetus; and they can travel great distances on wind

There can be very few people who have not by now

Stewardship Council (FSC)-certified products (articles

and water currents.

heard of the Kyoto Protocol, which seeks to tackle

made only from well-managed, sustainable forests) is

Even small quantities of POPs can wreak havoc inclimate change by requiring its signatories to reduce

growing, and includes enthusiastic participation by
IKEA, the global home furnishings retail chain.
Similar in principle to the FSC, but at a much earlier

human and animal tissue, causing nervous systemdamage, diseases of the immune system, reproductive
and developmental disorders, and cancers.

stage, the Marine Stewardship Council (MSC) isdeveloping well. Four new fisheries have recently been

their output of greenhouse gases. The big success in2004 was the Russian government’s decision to reverse
its earlier objections and add its endorsement of the
protocol, thereby bringing it into law. WWF staff playeda crucial role in achieving this. In the words of WWF’s

certified, making eleven in all, and a further twenty are

Phasing out

Climate Change Programme Director Jennifer Morgan,in the process. Consumers can now make responsible

The Stockholm Convention is a treaty that will address“The world has clearly stated: ‘We are convinced.

choices when purchasing seafood.

some of these dangerous chemicals. WWF was

It is time to act seriously’”.

instrumental in developing the treaty and getting

Indeed it is. CH• 30 years: the time by when the Maldives could be under water; 3 islands have already been evacuated • 70%: the decrease in landings of Atlantic cod (Gadus morhua) between 1970 and 2000

8

Financialstewardship© WWF-Canon / Michel GUNTHER

Chiew Chong
Finance & Administration Director,
WWF International

We treasure our donors’ ongoing support and trust.
We receive donations from individuals, governments,
foundations, and corporations and we have strictfinancial controls to assure them that their funds areused according to their wishes.
The spending is reviewed by professional auditors, both internal and external,
and regular financial and technical reports are provided. Without continuous strong
relationships with our donors, we would not be able to invest in the long-term projects
that are essential to reaching our conservation targets.
Slight increase for WWF International
In 2004, the total income of WWF International was
CHF105.2 million, slightly up on the previous year. A
decrease of funding from WWF National Organizations
and trusts and foundations was counterbalanced by a
16 per cent increase in support from governments andaid agencies, together with higher corporate donations
and financial income. The operating surplus was CHF1.4
million, down from CHF4.3 million the previous year. This
surplus represents programme funds received late in thefinancial year, and not yet spent.

income actually grew by 22 per cent although this growth
is not as apparent in Swiss francs because of the relative
strength of the Swiss franc in 2004. Income from individual
contributions grew by 5 per cent and income fromgovernments and aid agencies increased 19 per cent.
Financial income increased from CHF1.4 million to
CHF50.4 million, reflecting improved financial market
conditions. However, income from trusts and foundations
declined by 50 per cent as 2003 had been an exceptionally
good year for this funding source. The operating surplus

trust...

increased substantially, from CHF15.7 to CHF64.6 million,
as some programme funds were received too late to be

spent in the same financial year. This operating surplus will
Income growth in the WWF Network
WWF Network income was CHF608.0 million, up 12 percent on the previous year. In US dollar terms, the total

allow us to continue to fund ongoing projects andprogrammes. CC

23% and 12%: mammals (1,130 species) and birds (1,194 species) considered threatened today • 95%: the amount of energy saved by recycling aluminium compared to primary production

9
NOTES TO THE ACCOUNTSWWF International: Income and Expenditure
Two-year summary 2003-2004

1. Joint Fundraising
Fundraising income (donations, royalties, etc.) which is raised

Financial Year*

2003

2004

2004

(CHF ’000)(CHF ’000)(US$ ’000**)

WWF National Organizations (1)66,95563,01048,592

Individuals (1)

1,501

1,019

786

OPERATING INCOME

Legacies and Bequests

453

364

281

Corporations (1)

3,013

4,880

3,763

Trusts and Foundations (1)

6,057

4,128

3,184

Governments and Aid Agencies

23,36026,99920,821

Royalties (1)

605

782

603

2,512

3,306

2,550

Other

416

704

543

Total

104,872

105,192

81,123Financial Income (Net) (2)jointly with a National Organization is recorded as income from
National Organizations.
2. Financial Income (Net)
Based on 5 per cent of investable funds.
3. Conservation Policy and AwarenessIn FY 2004, WWF International spent CHF7,292,000 on:(CHF ’000)
Conservation Policy

2,165

Awareness

5,127

4. Network and Learning & Development
WWF International expenditure in support of the activities of
National Organizations. Includes legal and trademark costs.

OPERATING EXPENDITURE

5. Non-operating Items
2003

2004

(CHF ’000)(CHF ’000)

Transfer from endowment funds(3,374)(1,236)

2,470

Donations to endowment funds

366

1,002

1,734

1,337

Total

(3,008)

(234)

380

356

275

100,561

103,771

80,027

Conservation Programmes

83,741

85,682

66,076Conservation Policy and Awareness (3)

7,848

7,292

5,624

Network and Learning & Development (4)

4,722

5,505

4,245

Fundraising

2,655

3,202

Finance and Administration

1,215

Fixed Asset Expenditure
Total
Operating surplus/(deficit)

4,311

1,421

1,096

Non-operating items (5)(3,008)

(234)

(180)

Surplus/(deficit) after non-operating items

1,303

1,187

916

Non-operating items were:* Financial years cover the period 1 July to 30 June** Average US exchange rate for the year: 1.29671• 1,000,000,000: the number of people for whom ocean fish represent the principal source of protein • 700km x 700km: the area of solar panels that would meet current global energy demand

10
NOTES TO THE ACCOUNTSWWF International: Balance Sheet
Two-year summary 2003-2004

1. Marketable Securities
At the end of the financial year, cash and short-term deposits,

2003

2004

2004

(CHF ’000)(CHF ’000)(US$ ’000**)- Cash29,25020,00415,859All fixed asset costs regarding the renovation of the secretariat- Short-term bank deposits

16,38013,09010,377

building have been capitalized. All other fixed asset costs are- Marketable securities (1)3,048

14,754

11,697charged to expenditure at the time of purchase.

- Recoverable taxes and other items

5,007

4,852

3,846

Fixed Assets (2)

4,994

4,994

3,959

Total

58,67957,69445,738comprised 69% of total cash, bank deposits, and marketablesecurities, compared to 94% a year ago.
2. Fixed Assets

3. Operating Funds
Operating funds are those funds available for expenditure on
conservation, awareness, public policy, National Organization

Financial Year*ASSETS
Current Assets:

support, direct fundraising, administration and finance, and fixed

LIABILITIES AND FUNDS

asset expenditure.

Accounts Payable and Accrued Expenses

10,510

11,1088,806

Operating Funds (3)26,78327,19821,562

Capital and Endowment (4)21,386

19,38815,370Total

58,67957,69445,738

4. Capital and Endowment
Includes The 1001: A Nature Trust, a trust fund built up throughindividual membership contributions; the Sigvaldason Fund, alegacy from the late Mrs Gerda Sigvaldason; the Endowment Fund
built up primarily from the proceeds of the WWF 25th Anniversary*Financial years cover the period 1 July to 30 June**Exchange rate CHF1.2614 = US$1, as at 30 June 2004

Coin Collection programme; the Prince Bernhard Scholarship Fundfor Nature Conservation, the income from which will be used toachieve conservation worldwide, including to help build
conservation capacity, provide training and scholarships, etc.; andstatutory capital of CHF20,000, representing the initial capital of

WWF Network: Income and Expenditure 2004
Income US$469 million

WWF.

Other
3%

Audited financial statements are available on request.

Expenditure US$419 million
Administration

Financial income
Royalties

8%

9%

4%
17%
43%
Individuals

21%

Governments
and Aid Agencies

Legacies

6%58%
Conservation
7%
5%

5%
10%

Trusts and Foundations

Corporations

Fundraising

Awareness

Education
4%
Conservation Policy

11

WWF Network: Income and Expenditure*

NOTES TO THE ACCOUNTS

Two-year summary 2003-2004
1. Individuals

Financial Year**Monies received from WWF individual supporters, including regular

2003***

2004

2004

(CHF ’000)(CHF ’000)(US$ ’000†)

Individuals (1)247,094

260,360

200,786

2. Corporations

Legacies and Bequests

65,70859,28545,720Donations from corporations, excluding royalties, licensing, andCorporations (2)29,65738,35029,575sponsorship fees.

Trusts and Foundations

58,38429,17522,499Governments and Aid Agencies

107,730

128,025

98,731

3. Royalties

Royalties (3)23,01327,032

20,846

Monies received from royalties, licensing, sponsorship fees andFinancial Income (Net) (4)1,447

50,40738,873

Other

9,786

15,378

11,859

Total

542,819

608,012468,889

OPERATING INCOME

dues and fundraising activities.

from the sale of WWF products via WWF catalogues and retail
outlets.
4. Financial Income (Net)The net results of dividends, bank interest, exchange differences,
gains/losses on marketable securities, bank charges, etc.

OPERATING EXPENDITURE
National Conservation:

5. National Conservation- Conservation (5)84,17973,12956,396- Conservation Policy, Education, and Awareness (6)93,49977,44359,722

206,478

242,117

186,717

7,885

7,388

5,698

Fundraising

87,436

92,91471,654

Finance and Administration

47,60250,38838,858Conservation Policy

15,588

Education

24,712

Awareness

37,143

International Conservation:- Conservation (7)- Conservation Policy and Awareness (8)Total

527,079

543,379

419,045

Surplus to support current and future projects

15,74064,63349,844

Costs of conservation activities by WWF National Organizations
within their own territory.
6. Conservation Policy, Education, and AwarenessIn FY 2004, the National Organizations spent CHF77,443,000 on:(CHF ’000)

7. International Conservation
Costs of the WWF International Conservation Programme.

* The figures given show total WWF Network income and expenditure but do not represent consolidated accounts. The network includes the
WWF International Secretariat and its Programme Offices, and all the WWF National Organizations and their Programme Offices.
** Financial years cover the period 1 July to 30 June for WWF International and all National Organizations except: WWF-India, WWF-Japan,
WWF-South Africa (1 April to 31 March); WWF-Germany, WWF-Hungary, WWF-Italy, WWF-Norway, WWF-Philippines, WWF-Spain, and WWFTurkey (1 January to 31 December, preceding year).
*** Updated† Average exchange rate for the year: CHF1.29671 = US$1

8. Conservation Policy and AwarenessIn FY 2004, WWF International spent CHF7,388,000(including part of fixed asset expenditure) on:(CHF ’000)
Conservation Policy

2,165

Awareness

5,223

Mario Fetz
Fundraising and Marketing Director,
WWF International

Our supporters are a vital
asset. Without them wecannot achieve conservation.

© WWF-Canon / Stéfane MAURISSupporters:
a vital asset

As such, we respect them and appreciate the trust
they place in us to use their contributions wisely.
Some 5 million people make a financial contribution directly to WWF every year,
providing around half of our global income. They constitute our most importantsource of funding, and we never take that, or them, for granted.

Challenging relationships In 2004, 10 per centof WWF's global income came from corporations.
Our alliances and partnerships with business andindustry not only provide benefits for conservation,
but are also proving to be the way forward inmoving companies towards corporate social andenvironmental responsibility. These relationships
are challenging and innovative for both sides,
and our goal is to increase long-term support
and commitment from the corporate sector.
(See www.panda.org/partnerships/corporate
for more details.)

Why do people give?

Helping to finance core activities

In today's complex world of instant communications

Supporters of WWF hail from all over the world.

and high technology, donors’ needs are more

The 1001: A Nature Trust has members from 54

sophisticated. With more competition for theirdifferent countries. The group was founded in 1971

support than ever before, it is important toby the late HRH Prince Bernhard of The Netherlands,

understand and meet those needs. Supporters want

and its members invest in an endowment fund toto hear about our solutions and the results we deliver,

help WWF finance its core activities.

Together we can make a difference Canon
Europa became WWF's first “Conservation Partner”
in 1998. Thanks to Canon’s support, acomprehensive online image library with more than
20,000 images is now available to the WWF
Network. This year, the partnership jointly launched

and they expect us to be accountable. Building a
relationship with them is key if we expect them tomaintain their support.

a toner-cartridge collection programme in several
Foundation support

European countries, which not only aims to raise

The Mava Foundation continues to support

funds for WWF's Global Freshwater Programme

freshwater conservation. Latest funding will enable

but also encourages closed-loop recycling.

Millions of supporters

WWF to make progress on projects in Croatia andNot all of the support we benefit from is the result of

the Lower Danube. The Oak Foundation continues

direct financial contributions. An increasing number of

its funding of WWF's marine programme work on

individuals help WWF through activism, volunteering,protecting European seas and delivering EU common

buying products with the WWF logo, and so on. We

fisheries policy reform.

value every person who, directly or indirectly, gives
their energy, time, or money in aid of the work we
do. Every contribution, big or small, financial orotherwise, really counts.

© WWF-Canon / Ste DRAYTON

12Smile please! Photographer Martin Harvey
80%: the percentage of illnesses that are water-related in developing countries • 5kg: the average amount of waste

shows off a Canon EOS-1Ds camera.

© WWF-Canon / Luc GIRAUD-GUIGUESThe partnership between WWF and Lafarge
has encouraged a sectoral shift in CO2emissions reduction.

Positive impacts Since 2000, WWF has beenworking with Lafarge, the world leader in building
materials, to develop and improve its environmental
policies and practices – notably CO2-emission
reduction. Progress by Lafarge has had a positive

Connect to protect! Together, Nokia and WWF

The most recent advertisement, in support ofare working to increase environmental awarenessWWF’s campaign on dams, was placed in moreamong Nokia's employees worldwide through athan 15 influential publications – a media value“Learning Initiative”, which includes workshops and aof over US$3 million – and significantly drew the

dedicated intranet site. Parallel to this, WWF and Nokia

attention of the players to the issue.

have held a series of seminars targeting joint stakeholders
to discuss general environmental issues as well as thoseProtecting the high seas Since September 2004,

specifically related to Nokia's business.

Wallenius Wilhelmsen Lines has been supporting
WWF's work to promote conservation of the high“Nokia chose to work with WWF because ofWWF’s global presence and constructive “problem
solving” approach in its work. The cooperation
has improved Nokia employees’ environmental
awareness and helped to make these issues a partof everyone’s daily business in the company. This,in turn, will help Nokia and its stakeholders reduce
their ecological footprint.”

seas. This joint initiative includes work on highseas governance, and on developing practicalconservation solutions, such as the creationof High Seas Marine Protected Areas (HSMPAs).

Thank you!
We thank all our donors for their generous support. We cannot
name them all here, however, in addition to those above, wewould like to make special mention of:

sectorial impact, with other companies following its

ABB Ltd
Groth AGIBTT BV
IKEA of Sweden AB
André and Rosalie Hoffmannlead. The partnership has given the world’s largest
cement manufacturer the opportunity to publish
three sustainability reports that document

Kirsi

progress made in jointly agreed key environmental

Sormunen,

Our thanks also go to those donors who prefer to remain
anonymous. MF

Vice President,
Environmental
Affairs, Nokia© Nokia

performance indicators.

Luc Hoffmann
Charles Stewart Mott
Foundation
Propaganda
Fondazione Ermenegildo Zegna

Investing in nature WWF and HSBC aim to
influence policy on freshwater management in Brazil,
China, the UK, the US, and Mexico. This year, HSBC
introduced a set of Forest Sector Guidelines, basedon FSC certification, that promote lending and otherforms of financial assistance to businesses
practising good forest management.

Raising WWF’s profile Ogilvy&Mather has beencommitted to increasing awareness of WWF's
activities for more than 30 years. In addition to
designing valuable, creative print advertising for
WWF, the Ogilvy Group provides pro bonoplacements in leading publications throughMindshare, the group’s global media company.

created for every 1kg of consumer goods • US$70 billion: the estimated yearly economic value of wetlands© WWF-Canon / Yifei ZHANG

promote healthy freshwater ecosystems and

HSBC joins forces with WWF in a Yangtze wetland project.

13© WWF-Canon / WWF Intl.

“ Clean air, clean water, clean soil, and abalanced energy cycle are no luxury, butabsolute requirements for our survival:
they are no longer local problems but
worldwide issues.”
HRH Prince Bernhard of the Netherlands(1911 – 2004)
Founder President of WWF

Without doubt, Prince Bernhard was one of WWF’s greatest assets, andarguably its most enthusiastic and influential supporter. As a spokesman forconservation, he was extraordinarily prescient (his environmental call-to-arms
quoted above, which could have been said yesterday, was made 35 years ago).
Indeed, from the earliest days, when with Peter Scott, Julian Huxley, and others
he helped found WWF, Prince Bernhard threw his considerable persuasive
powers into challenging heads of state, from Indira Gandhi to President Kennedy,
to pass legislation to protect endangered species and to create national parks.

‘‘“He will be sorely missed” is an over-used phrase. But in the case of Prince
Bernhard, for all of us at WWF, it is no cliché. Just the simple truth.

‘‘

My association with WWF began when my lateuncle Sohrab Godrej inducted me into the Board of
WWF-India. Sohrab was one of the Founder Trustees of WWF-India andI had observed the enormous impact that WWF was making on India’s wildlife

and biodiversity conservation. Being on the Board of WWF International allows
me to participate and contribute on issues of global importance. Coming froma business family as I do, WWF’s international programme encourages
business and society to work towards a living planet.

Jamshyd Godrej, WWF International Trustee

All photographs on pages 14/15: © WWF-Canon / Jean-Luc Ray

WWF International Board and Directors

14WWF International
Board Members 2004PRESIDENT
Chief Emeka Anyaoku* (Nigeria)-Chairperson, Advisory Panel on International
Support for NEPAD to the UN Secretary-General-Chairperson, Presidential Advisory Council onInternational Relations, Nigeria
VICE-PRESIDENT
The Hon Mrs Sara Morrison*(United Kingdom)-Chairperson of the Council and Pro-Chancellor,
University of BathHONORARY TREASURER
André Hoffmann* (Switzerland)-Director, Roche Group Basel-Director, Givaudan SA Geneva-Director, Glyndebourne Productions Ltd
TRUSTEESYM Tengku Datuk Dr Zainal Adlin (Malaysia)-Executive Chairperson, Lintasan Mayang Groupof Companies-Chairperson, Nexus Resort Karambunai-Chairperson, WWF-Malaysia
Lennart Ahlgren (Sweden)-Chairperson, Wood Technology (SSF)-Chairperson, Center for Process Design
and Control (SSF)-Chairperson, WWF-Sweden
Teymour Abdulla Alireza (Saudi Arabia)-President and Deputy Chairperson, AlirezaGroup of Companies-Director, Riyadh Bank
Alvaro de Souza (Brazil)-Director, AdS – Gestão, Consultoria &Invetimentos Ltda
-Chairperson, WWF-Brazil
Prof D Francisco Diaz Pineda (Spain)-Professor, Complutense University of Madrid-Chairperson, WWF-Spain
R L “Bob” Field (New Zealand)-Chairperson and Managing Director,
Toyota New Zealand-Chairperson, WWF-New ZealandProf Paul Galand (Belgium)-Researcher and Former Director, Laboratory for
Cytology Experimental Oncology, Faculty of
Medicine, Free University of Brussels-President, WWF-Belgium

Prof Ernesto D Garilao (Philippines)-Associate Professor, Asian Institute of Management-President, Bahay ni Angelo King Foundation-Trustee, WWF-Philippines
Jamshyd Godrej (India)-Chairperson and Managing Director, Godrej &Boyce Manufacturing Company Ltd-Chairperson, Aspen Institute-India-President, WWF-India
Quincy J Hunsicker (Switzerland)-Director Emeritus, McKinsey & Co Europe and Asia
R B “Biff” Matthews (Canada)-President and CEO, Manitou Investment
Management Ltd-Chairperson, WWF-Canada
Her Majesty Queen Noor (Jordan)-Patron, IUCN
-President Emeritus, Birdlife International
Jorgen Randers (Norway)-Professor, Norwegian School of Management-Chairperson, WWF-Norway
The Hon William K Reilly* (USA)-Chairperson and CEO, Aqua International Partners-Chairperson, WWF-US
Johan Schroeder (Denmark)-Consular General, government of New Zealand-Former President and CEO, Radiometer-Chairperson, WWF-Denmark
Kemal Stamboel (Indonesia)-Country Leader, Indonesia IBM Business
Consulting Services-Founding Member, Indonesia Society forTransparency (MTI)-Chairperson, WWF-Indonesia
Karel Vuursteen (Netherlands)-Supervisory Board member, Royal Ahold NV-Board member and former Chairperson,
Heineken NV-Chairperson, WWF-Netherlands
Christopher Ward (United Kingdom)-Co-founder and Director, Redwood-Chairperson, WWF-UK* Executive Committee Member

PRESIDENT EMERITUS
HRH The Duke of Edinburgh
VICE-PRESIDENT EMERITUS
Dr Luc Hoffmann
VICE-PRESIDENT EMERITUS
S Babar Ali
DIRECTOR GENERALDr Claude Martin

WWF International Directors 2004
PROGRAMMEDr Chris Hails-Director
Pascale Moehrle-Deputy Director
Dr Yaa Ntiamoa-Baidu-Africa & Madagascar Regional Programme
Dr Isabelle Louis-Asia & Pacific Regional Programme
Dr Magnus Sylvén-Europe & Middle East Regional Programme
Dr Hartmut Jungius (retired in June 2004)-Eastern Europe & Central Asia Programme
Dr Georg Schwede-Europe & Middle East Conservation Programme
Dr Guillermo Castilleja-Latin America & Caribbean Regional Programme
Jennifer Morgan-Global Climate Programme
Dr Simon Cripps-Global Marine Programme
Dr Chris Elliott-Forests for Life Programme
Jamie Pittock-Global Freshwater Programme
Dr Sue Lieberman-Global Species Programme
Clifton Curtis-Global Toxics Programme
Dr Sheila O’Connor-Programme Audits
Gordon Shepherd-International Policy

Dr Timothy Geer
-Government & Aid Agency
Relations
OPERATIONSPaul Steele-Chief Operating Officer
Thomas Schultz-Jagow-Communications
Chiew Chong-Finance & Administration
Mario Fetz
-Fundraising & Marketing
Lynda Mansson-Learning & Development
Dorothy Bray
-Human Resources Development
Dr Peter Kramer-Network Relations
LEGAL ADVISER
Michael Rogers OBE

Former Presidents
1962-1976
HRH Prince Bernhard of theNetherlands
Founder President
1976-1981
John H Loudon
1981-1996
HRH The Duke of Edinburgh
1996-1999
S Babar Ali
2000
Prof R F M “Ruud” Lubbers
2000-2001
The Hon Mrs Sara Morrison

15

16

Growth in effectivenessTwo sides of the same coin

Making change happen

Lynda Mansson
Learning & Development Director,
WWF International

Timothy Geer
Government & Aid Agency Relations Director,
WWF International

Gordon Shepherd
International Policy Director,
WWF International

Overall, the WWF Network
today is well positioned interms of linking global issues
and local ones — we look after
rhinos and whales, and at thesame time we work on
international trade and climatechange.

Environmental conservation andsustained poverty alleviation are twosides of the same coin.

One of WWF s great strengths is
its ability to mobilize its network
behind important policy
positions, before using
strategically directed lobbying
and advocacy work to try to
make change happen outside.

signed on behalf of the WWF Network with the German Bank for

Take February’s meeting of the Convention on

Bringing all those issues together without

Economic Cooperation and Development, which, among other

Biological Diversity (CBD) – the first international

overextending ourselves is a real challenge.

things, enables us to work on sustainable forest management ineffort to address the rate at which the world’s

This is why we are looking for growth, not so

the Congo basin. The key to these strategic partnerships is thenatural resources are being degraded andmuch in number of new offices, but growth in thereal-life demonstration of the environment as a positive factor indestroyed. Working with others, we managed to get

effectiveness of those offices and our network as

sustainable development, both from the point of view of the

188 governments to adopt a planned approach toa whole.

recipient country, and that of the donor country. We want theprotected areas at the landscape level, including acountries that are receiving development assistance to value theseries of measurable targets and timetables. It was acontribution that the environment and its natural resources makematter of identifying the critical players, and getting

to economic and social well-being – and for both parties toto them. I believe our success is due to two mainunderstand that protecting the environment is essential toadvantages. Firstly, we tend to be more scientificallyachieving lasting economic self-reliance. TG

based, so we have a stronger logic. And secondly,

Our policy, then, is to consolidate what we haveand make our existing offices stronger. For
example, we have increased the capacity of our
local office in China to communicate better, toraise funds nationally, and to do valuable policy
work. In another example of reinforcing theauthority of WWF in pivotal countries, weupgraded our presence last year in Russia. This
meant that we could give our people there more
power in their efforts to convince the Russian
government to ratify the Kyoto Protocol. LM

Governments and aid agencies are very important to WWF, andwe have many fruitful partnership agreements with Development
Cooperation Agencies around the world. To be effective, especiallyin large-scale conservation projects, we need to forge strategic
partnerships. A good example is the one WWF-Germany recently

we are more persuasive because our analyses are“WWF has a very balanced view of the poverty/
environment link. They still focus on biodiversity, but they
understand the bits about poverty reduction that matter totheir mission. And equally, through our relationship withthem, we’re learning about the bits of environment
protection that matter to our work on poverty reduction.”
Dr Stephen Bass, Senior Environment Adviser to the
British Department of International Development

based on real experience in the countries where theproblems exist and reflect local understanding of
how they can be solved. GS

© WWF-Canon / Diego M. GARCES© WWF-Canon / Soh Koon CHNG

WWF Worldwide Network

Australia
Austria
Belgium
BhutanBolivia
BrazilCanadaCaucasus (Georgia)
Central Africa (Cameroon)
Central America (Costa Rica)
China
Colombia
Danube/Carpathian (Austria)
Denmark
Eastern Africa (Kenya)
FinlandFranceGermany
GreeceHong Kong
Hungary
India
Indochina (Vietnam)
Indonesia
Italy
Japan
Madagascar
Malaysia
Mediterranean (Italy)
MexicoMongolia
Nepal
Netherlands
New Zealand
NorwayPakistan
Peru
Philippines

PolandRussiaSouth Africa
Southern Africa (Zimbabwe)
South Pacific (Fiji)
Spain
SwedenSwitzerland
Tanzania
ThailandTurkeyUnited Kingdom
United States
Western Africa (Ivory Coast, Senegal)

CREDITS

European Policy (Belgium)
Macroeconomics for Sustainable
Development (US)Front cover, from left: André BÄRTSCHI – Gerald S.
CUBITT – Gustavo YBARRA – Yifei ZHANG – Mauri
RAUTKARIWWF Associates:
Fundación Vida Silvestre (Argentina)
Fundación Natura (Ecuador)
Nigerian Conservation Foundation(Nigeria)
Fudena (Venezuela)
For contact details and further
information, please visit ourinternational website:

Written by Andrew White Creative Communications,
Switzerland.
Managing Editor: Zandra McGillivray, WWF International.
Designed and produced by River Design, London.
Printed by Ropress, Zürich, Switzerland on Aconda*
250gm2 & 150gm2, using vegetable oil-based inks.
*Aconda contains 40% recycled fibre (10% pre-consumer and 30%
post-consumer waste) and 60% virgin wood fibre of which at least
50% is from well-managed forests, certified
in accordance with the rules of FSC.
The printer, ROPRESS, holds FSC
chain of custody SGS-COC-0474.
© 1996 Forest Stewardship Council AC

Back cover, from left clockwise: Carlos G. VALLECILLO –Edward PARKER – KLEIN & HUBERT – André BÄRTSCHI –Mark EDWARDS – John E. NEWBY – Elizabeth KEMF –Martin HARVEY (2x)All photographs have been supplied by the WWF-Canon
Photo Database. We take the opportunity to thank thephotographers for their long-standing collaboration.

No photographs from this publication may be reproduced on
the World Wide Web without prior authorization from WWF.
Published in February 2005 by WWF – World Wide Fund For
Nature (Formerly World Wildlife Fund), Gland, Switzerland.
Any reproduction in full or in part must mention the title andcredit the above-mentioned publisher as the copyright owner.
© text 2005 WWF. All rights reserved.

© 1986 Panda symbol WWF – World Wide Fund For Nature (Formerly World Wildlife Fund) – ® “WWF” & “living planet” are WWF Registered Trademarks – 02.05 (15M)

ethicalcrediblesustainableaccountable
WWF is one of the world’s largest and most experienced independent conservation
organizations, with almost 5 million supporters and a global network active in morethan 100 countries.
WWF’s mission is to stop the degradation of the planet’s natural environment andto build a future in which humans live in harmony with nature, by:– conserving the world’s biological diversity– ensuring that the use of renewable natural resources is sustainable– promoting the reduction of pollution and wasteful consumption.

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