WWF Annual Review
WWF Annual Review 2010

Contents
overview
Foreword from Yolanda Kakabadse

5

A message from Jim Leape6

50 years of WWF

8

Life on our planet

12

Living within one planet

20

The next 50 years

26

Our partnerships
Corporate partnerships

28

Our donors

32

Public sector partnerships

36

financials
WWF International accounts 201040

governance
Written and edited by Barney Jeffries/ngo.media
www.ngomedia.org.uk

Directors

45

Board of Trustees

46

Design by: Lou Clements / Cliff Lee, fruitcakedesign.com

The WWF Network

47

Front cover photo: © naturepl.com / Edwin Giesbers / WWF
Printed by Canon Europe Print Centre, Canon Giessen GmbH

Published in February 2011 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 2011 WWF
All rights reservedISBN 978-2-940443-27-7
WWF is one of the world’s largest and most experienced
independent conservation organizations, with over
5 million supporters and a global Network active inmore than 100 countries.
WWF’s mission is to stop the degradation of the planet’s
natural environment and to build a future in which humans livein harmony with nature, by conserving the world’s biologicaldiversity, ensuring that the use of renewable natural resources
is sustainable, and promoting the reduction of pollution andwasteful consumption.

WWF-INT Annual Review 2010 page 3

© Stone / Getty Images

FOREWORD FROM
yolandaKakabadse

A welcome from the
President of WWF
International© WWF-Canon / Elma Okic

In April 2011, WWF celebrates its 50th anniversary,and we will be looking back on our many achievements
over the last half-century. Thanks to the efforts ofour supporters, our partners and our staff over theyears, we have helped protect many of the planet’s
most remarkable species and places, and started slowing the growth of humanity’s
ecological footprint.
Politicians, industrialists, economists, scientists, community leaders and manyother people are now engaged with conservation issues like never before – atransformation for which WWF can take great credit. There could hardly bea more striking example of WWF’s global reach than Earth Hour 2010, whichreached more than a billion people all over the world.
But we cannot rest on our laurels. The WWF Living Planet Report 2010
showed how critical it is that the world switches from its current destructive
path to one of truly sustainable development. Our projects have demonstrated
that conservation is compatible with economic and social development; morethan that, saving other species is a must for human well-being, and for ourvery survival.

Yolanda Kakabadse
President of
WWF International

Our work over the next half-century will not be easy. But our achievements
over the last 50 years and the last 12 months should make us optimistic that
we can meet the difficult challenges ahead.
I have witnessed during my first year as President the amazing and inspiring
work that takes place throughout the network. It is an honour to be a part ofan organization that plays such an important global role.

Our projects have demonstrated thatsaving other species is a must for humanwell-being, and for our very survival.

Thanks to your support, we’ve helped protect many of the planet’s most remarkable species and places.

WWF-INT Annual Review 2010 page 5© WWFA message fromJim Leape

The Director Generalof WWF International
looks back on 2010

© WWF-Canon / www.ateliermamco.com

WWF was conceived as a response to thewholesale destruction of the natural world, andthe lack of action to prevent it. Fifty years later,a cynic might ask how much has changed. As lastyear’s Living Planet Report showed, ecosystems continue to decline while thedemands we make on our planet are escalating.

Yet 2010 – the International Year of Biodiversity – showed signs of progress.
In Nagoya, world governments made important commitments to protect vital
habitats on land and at sea, and to recognize the huge value of natural resources.
In St Petersburg, at an unprecedented summit, heads of government agreed alandmark plan to double tiger numbers in the wild. In Cancún, world governments
displayed a renewed determination to reach a deal on climate change.

While there are hugechallenges before us,
there is widespread
support for our mission
to stop the degradationof the planet’s naturalenvironment andbuild a future where
humans live in harmony
with nature.
Jim LeapeDirector General of
WWF International

We are also seeing growing engagement in conservation from the private sector.
Over half of Latin American CEOs and a third of Asia-Pacific CEOs say they areconcerned about the impact biodiversity loss will have on their businessdevelopment. Leading global businesses are taking significant steps to reduce
their carbon emissions and water footprints. The market for responsibly sourced
wood, paper, seafood, palm oil and other commodities is growing rapidly.
This in turn reflects a growing awareness on the part of consumers of the impactof their ecological footprint and the need to protect the natural world. Our Living
Planet Report posts on Facebook were viewed more than half a million times, while
hundreds of thousands of people signed our petition and uploaded photos, videos andmessages on our website to ROOOAR! their support for tigers. Earth Hour 2010
was bigger than ever, uniting more than a billion people around the world in aresounding call for action on climate change.
So while there are huge challenges before us, there is widespread support forour mission to stop the degradation of the planet’s natural environment and build
a future where humans live in harmony with nature. WWF is well placed to harness
this support. Our global network combines unrivalled experience on the groundwith an ability to see the bigger picture and open doors at every level. The
organization which runs projects with school children, works alongside local
fishers and conducts anti-poaching patrols is the same one which talks highfinance in boardrooms, publishes influential research and lobbies tirelessly
during heated international negotiations.
Over the last half-century, many millions of people have supported WWF – staff
and partners, donors and campaigners, and all those who are doing what they canto protect the natural world and reduce their impact upon it. I’d like to take thisopportunity to thank you all. We couldn’t have got where we are without you –and as we enter our second half-century, we need your support more than ever.

WWF-INT Annual Review 2010 page 6

Earth Hour 2010: one boy in Mongolia joins more than a billion people in over 100 countries around the world
to call for action on climate change.

Overview

50 years of WWF

50 yearsof WWF“Hundreds of thousandsof people have bought
best-selling books andmillions have watchedfilms and television
programmes about theworld’s endangered wild life.
Many of these have felt:‘If only I could do something
to help!’ They have been
frustrated by the lack of aneffective simple means ofexpressing their will tosave the world’s wild life.
Such a means is now
being created.”
From the founding
document of WWF,
the “Morges Manifesto”,
29 April 1961

Fifty years ago on the shores of Lake Geneva,
a group of conservationists released “aninternational declaration” with a single-mindedstatement of intent: “We must save the world’s
wild life.” And so WWF was born…

most important habitats and reduce humanity’s footprint in key areas. Already our
impact in these areas is leading to profound changes, from international conservationplans to ambitious commitments from some of the world’s largest companies.
Our latest Living Planet Report, released in October 2010, presented some stark
truths. The health of global ecosystems, measured by our Living Planet Index, hasdeclined by nearly 30 per cent since 1970. At the same time, human demands on nature– our ecological footprint – has been growing: we now use the equivalent of 1.5 planets
to support our lifestyles.

Today WWF is active on every continent. We employ over 5,000
staff and have more than 5 million supporters. Since our founding, we’ve invested
nearly US$10 billion in more than 13,000 conservation projects in over 150 countries.
And while our mission has developed over the years, it remains as clear as ever:“to stop the degradation of the planet’s natural environment and to build a futurein which humans live in harmony with nature.”

Tackling these two related issues – “the twin claims of human material prosperity
and the survival of the enduring values of wildlife within our developing civilisation”,
as our founders put it – is at the heart of our work. On the following pages, you canread about what we’re doing to conserve life on our planet and how we’re working
towards living within one planet.

Working with governments, other NGOs, businesses, scientists and many other people,
we’ve achieved some remarkable things during our first half-century. In the early days,
our focus was on saving individual flagship species – and it’s no exaggeration to say
that, without WWF, species like black rhinos, tigers and mountain gorillas might now
exist only in zoos or books.

13

But as we’ve grown as an organization, so has the scale and scope of our work. We’ve
helped win protection for many of the planet’s most remarkable places and important
ecosystems. Since our founding, we’ve helped establish over a billion hectares ofprotected habitat – that’s an area larger than China or Canada. We continue to work
to protect other vital habitats, join protected areas together, manage them better, andinvolve and support the local communities and indigenous people who live there. And
we work to improve the way forests, farmland, fisheries, river basins and other places
are managed, promoting practices that support people and nature.

3

1

2

8
10

We’ve played a leading role in bringing about international agreements to protect thenatural world, from the regulation of trade in threatened and endangered species, tothe moratorium on commercial whaling, to the Kyoto Protocol. We’ve influenced thepolicies of governments, changed the way leading companies do business, and helped
millions of people make a better living through conserving their natural resources.

9

5

12

4

6

7

11

But the challenges ahead of us remain as daunting and as urgent as they were half acentury ago, when our founders announced that “the eleventh hour has struck”. In
response, we’re raising our conservation work to new levels, in particular by focusing on
13 global Initiatives. These visionary, large-scale initiatives aim to protect the planet’s

50 years ofconservation
successes aroundthe world

50 years of conservation successes

1961

1971

1973

1980

1980

1986

1992

1997

1997

1999

2007

2009

2010

first year, webought an areaof wetland
on Spain’s
Guadalquivir
River to createa haven for
millions of
migrating birds.

10 per centof the world’s
wetlands are now
protected under
the Ramsar
Convention,
which we helped
establish.

for the creation of
the Convention on
International Tradein Endangered
Species (CITES).
Controlling thewildlife trade has
saved many species
from extinction.

popularized
the conceptof sustainable
development
by co-authoring
the World
Conservation
Strategy.

first international
conservation
organization
invited to workin China, where
we’ve helped
giant panda
numbers increase
to 1,600.

campaigning
helped secure
an internationalban oncommercial
whaling.

on Biological
Diversity (CBD)
was launchedat the Rio Earth
Summit – weplayed a majorrole in creating thislandmark treaty.

with Unilever tofound the Marine
Stewardship Council(MSC) – today, 10
per cent of wild
sea fish caught
worldwide is certified
as sustainable by
the MSC.

bring about
the Kyoto
Protocol, thefirst international
agreement on
climate change.

together six
heads of state
to help save theCongo Basinrainforest – morethan 10 per centis now protected.

people in
Sydney joinedin the first Earth
Hour. Now
it’s marked byhundreds ofmillions all over
the world.

support, six headsof state launched amarine conservation
plan for the Coral
Triangle, home tomore marine species
than anywhere elseon Earth.

of Russia’scommercial forests
are now certified
by the Forest
StewardshipCouncil.

1. In our

2. Around

3. We led calls

WWF-INT Annual Review 2010 page 8

4. We

5. We were the6. Our

7. The Convention

8. We partnered

9. WWF helped

10. We brought

11. 2.2 million

12. With our

13. A quarter

WWF-INT Annual Review 2010 page 9

Last year was the Year of the Tiger in the Chinese calendar – and apivotal year for tigers. Revered in many cultures, inspiring everythingfrom poetry to advertising, the tiger is a global icon. Yet only 3,200 remainin the wild, and scientists warn that they could be extinct by the next
Year of the Tiger in 2022. We won’t let that happen: our goal is to double
tiger numbers by then.
In November, representatives including several heads of government
from the 13 countries where tigers still survive in the wild met in St
Petersburg to agree a plan to help tigers recover. We played a key role inorganizing the summit and worked closely with governments to develop
action plans to stop poaching and to protect and link tiger habitats.
We also helped build public awareness on a massive scale.

“Illegal poaching of tigers for their parts and massive
habitat loss due to palm oil, timber and paper production
are driving this species to extinction. If we don’t take action
now, one of the most iconic animals on our planet could begone in just a few decades. By saving tigers, we can also
protect some of our last remaining ancient forests andimprove the lives of indigenous communities.”
WWF supporter Leonardo DiCaprio© National Geographic Stock / Michael Nicols / WWFYear of the Tiger

Overview

Life on our planet

Life on ourplanet-60%

For 50 years, we’ve worked to protect
the Earth’s biodiversity – the wondrous
variety of living things with which weshare our planet.

Biodiversity matters. It’s important in itself, of course – our world
would be poorer without the countless other species we share it
with. But it’s important to humans too. This complex, interwoven
web of life sustains our own existence. We depend on plants and animals, insects andmicro-organisms for food and shelter, for medicines and fuel, for clean water anda healthy climate, to pollinate our crops and enrich our soils.

Conservation on land…
In Nagoya, governments agreed to increase protected areas by almost half,
adding to the hundreds of millions of hectares we’ve helped to create over the lasthalf-century. Our goal is to create a global network of well-managed protectedareas, covering every type of ecosystem.
More than 1.4 million
hectares of Europe’s
most outstanding
wetlands now enjoy
official protection

The Living Planet Index

Tropical species
populations havefallen by 60%
since 1970

193

193 countries
agreed a ten-year
biodiversity
rescue plan under
the Convention
on Biological
Diversity

During WWF’s lifetime, biodiversity has come under unprecedented threat, as our
Living Planet Index (LPI) shows. The leading scientific measure of the health of
our planet’s ecosystems, the LPI has tracked trends in nearly 8,000 populations ofvertebrate species since 1970. The 2010 report showed that these populations havedeclined by about 30 per cent over the last 40 years. Tropical regions have borne
the brunt of this – their health has declined by around 60 per cent.
We focus on protecting a select number of endangered species. These include
flagship species like tigers and elephants, economically important ones such as
tuna or teak, and those like cacti and coral that play a crucial role in supporting
other species. Our work in 2010 ranged from catalyzing the Tiger Summit to helping
African communities benefit from living alongside elephants, from poaching
patrols to lobbying for restrictions on international wildlife trade. By helping thesepriority species to recover and thrive, we’ll also help countless other species
which share their habitats and face the same threats.

1ST
We helped create

the first everprotected areas on
the high seas, as well
as sanctuaries
for humpback andblue whales

The Living Planet Report 2010 was launched in the run-up to the Convention on
Biological Diversity (CBD) summit in Nagoya, Japan in October. The 193 countries
that are party to the treaty agreed a ten-year biodiversity rescue plan which, if put
into practice, will go a long way towards protecting our living planet for future
generations. The plan includes commitments to protect 17 per cent of land habitats
and 10 per cent of oceans – 14 times the marine area that’s protected at the moment,
although only half what scientists recommend.

WWF-INT Annual Review 2010 page 12

By 2020, we want to see the world’s most outstanding habitats – our 35 “priority
places” – protected or managed in a way that conserves their remarkable biodiversity.
We saw some significant successes in these areas in 2010. In South America, Argentina
committed to protect and sustainably manage 1.2 million hectares of its remaining
Atlantic Forest, while Brazil gave new protection to the Cerrado, a massive expanseof grassland and woodland that feeds the Pantanal, the world’s largest wetland.
In the Black Sea region, we marked ten years of our partnership with Bulgaria,
Moldova, Romania and Ukraine to protect the lower reaches of the River Danube.
More than 1.4 million hectares, including some of Europe’s most outstanding
wetlands, are now officially protected – much more than originally planned. And
in the Congo Basin, Cameroon created a national park around Mount Cameroon
which will protect rare ecosystems and unique species. Cameroon also gave official
protection to its portion of Lake Chad: the new 2.6 million hectare protected area
makes this the world’s largest cross-border Ramsar wetland.
...and at sea

Convention on Biological Diversity

We lobbied hard for a strong deal, and held events at the conference showcasing
important conservation successes we’ve achieved with our partners. We’ll now be
working with governments to help them turn words into action, and pushing forthe funding needed to make it happen.

But our work stretches well beyond protected pockets of land, as we work to secure
the long-term future of important regions. In 2010, we saw significant progress
towards a conservation blueprint that will help the Arctic withstand the effects of
rapid climate change. We added the final links to a chain of protected areas covering
9 million hectares in the Himalayas. A million-hectare area along the Apaporis Riverin Colombia became the latest addition to the pan-Amazon network of protectedareas, part of our wider ecological vision for the region.

Chile
Gulf ofCorcovado

Several countries made significant commitments to protect their seas in 2010.
In West Africa, Gambia, Guinea, Guinea-Bissau and Mauritania all pledged
major increases in protected coastal and marine zones between now and2020. Chile announced new marine protected areas including the
Gulf of Corcovado, an important calving ground for blue whales.
Another important calving and mating site – this time forhumpback whales – won protection on Colombia’s Pacificcoast. Argentina doubled the area of its seas under protection.
We helped to create the first protected areas on the high seas,around the South Orkneys in the Southern Ocean and the Charlie
Gibbs Fracture Zone in the northeast Atlantic. These opened in
September. Better protection will help fish stocks to recover in theseimportant fisheries. They’re the first links in a planned network ofprotected ocean areas beyond national boundaries.

WWF-INT Annual Review 2010 page 13

Overview

Life on our planet

Successes
then and now

Tropical forests, coral reefs, rivers
and wetlands... We’ve seen somemajor successes in the places thatmatter most for life on our planet
over the last 50 years – and continue
to do so...

Protecting tropical forests

1/2

Around half
the world’s
tropical forests
have been lost
over thelast century

COLOMbia

Colombia: a new
million-hectare
protected area

Tropical forests are home to the vast majority of land-based species, provide a
livelihood for more than a billion people, including 60 million indigenous people,
and play a vital role in regulating our climate by absorbing carbon dioxide. Butaround half of the world’s tropical forest has been lost over the last few decades,
and an area the size of England is destroyed every year. Through WWF’s global
Initiatives, we’re focusing on protecting and sustainably managing the three largest
tropical forests on the planet – the Amazon, the Congo Basin and Borneo. We’realso making ending deforestation a key part of tackling climate change through ourForest Carbon Initiative, and addressing some of the main causes of tropical forest
loss by promoting responsible production of commodities like beef, soy and palm oil.
In 1975… we launched our Tropical Rainforest Campaign. In the past,conservation efforts had focused on individual species or specific threats to areasof habitat. This was the first campaign to look at the bigger picture of rainforest
loss right across the tropics. It raised awareness around the world of the huge
importance of rainforests and the threats they face. The money raised from thecampaign helped to set up dozens of national parks in rainforests in central andWest Africa, Southeast Asia and Latin America.
In 2010... successes in the Amazon showed the progress we’re making in ourefforts to safeguard the world’s most important tropical forests. Colombia
announced a new million-hectare protected area along the Apaporis River, which
was strongly supported by indigenous communities. It’s another piece in the
pan-Amazon ecological vision that we’re working towards with the governments
and peoples of the region. Meanwhile companies agreed to extend a moratorium
on buying soy from newly deforested areas of the Brazilian Amazon for anotheryear. Since we helped establish the moratorium in 2006, deforestation has slowed
while soy yields have increased. We’re working with industry and the Brazilian
government to introduce similar freezes on logging and beef as part of a wider
sustainable development programme across the region.

A moratorium on buying soy from newly deforested areas of
the Brazilian Amazon has slowed deforestation and increased
yields for farmers. Now we’re working with industry andgovernments to introduce similar freezes on logging and beef.

WWF-INT Annual Review 2010 page 14

Only 0.6% of
our oceans areprotected

Coral reefs
are home to aquarter of all
marine life

We’ve worked
in the Galapagos
Islands since 1962

120 million
people dependon the Coral
Triangle

Protecting tropical marine biodiversity

1,500

Fishers in thePhilippines willsave up to 1,500
turtles a year
by using circle
hooks

An amazing array of species lives in our seas. But the world’s tropical marine
biodiversity is exceptionally fragile. For decades, we’ve fought to protect it –especially coral reefs, home to a quarter of all marine life. And we’ve achieved alot, helping to establish marine protected areas around the Galapagos Islands, East
Africa, Australia and the South Pacific. But only 0.6 per cent of the world’s oceans areprotected; we want to raise this to 20 per cent. That will help our marine biodiversity– and the hundreds of millions of people who depend on it for food and income –survive the ravages of climate change, pollution and overfishing.
In 1962... we helped establish the Charles Darwin Foundation Research Stationon the Galapagos Islands, one of the world’s most remarkable biodiversity
hotspots. We’ve continued to work with scientists, government and communities
on the islands ever since. The research station played a central role in raisingawareness of the importance of preserving the unique species of the Galapagos –among local people, the Ecuadorian government and worldwide. This led to thecreation in 1998 of the 13 million hectare Galapagos Marine Reserve – the world’s
second largest marine protected area.
In 2010... we continued our work to conserve the world’s most vital tropicalmarine areas, including Coastal East Africa and the Coral Triangle. We co-hosted
the first Coral Triangle Business Summit in Manila, the Philippines. Leadersfrom the fishing and tourism sectors joined government ministers and socialorganizations to explore practical ways that industry can protect the planet’s
most important marine region and the 120 million livelihoods that depend on it.
Some important agreements came out of the summit, including partnerships withthe tuna sector to prevent turtles being caught accidentally; a deal we secured
with the Philippine fishing industry to use only turtle-friendly circle hooks could
prevent the deaths of up to 1,500 marine turtles every year.

WWF-INT Annual Review 2010 page 15

Life on our planet

1.1

billion people
lack access toclean water andfreshwater
ecosystems are
more damaged
than any others© Brent Stirton / Getty Images / WWF

Conserving freshwater ecosystems
Without fresh water, we wouldn’t survive. Our rivers, lakes and wetlands provide
water for drinking, sanitation, agriculture, transport and generating electricity.
But freshwater ecosystems are more damaged than any others. Freshwater species
populations have halved since 1970 – a greater decrease than for species living at sea
or on land. Already 1.1 billion people lack access to clean water, and water shortages
are spreading. We have worked tirelessly to protect freshwater ecosystems andhelp farmers, businesses, cities, countries and individuals to use water more
efficiently. We’ve helped launch plans to manage many of the world’s great rivers
sustainably and reduce the environmental impact of hydropower dams.
In 1971... led by one of our founding Trustees, Dr Luc Hoffmann, we helped
establish the Ramsar Convention, an international agreement signed in Ramsar,
Iran to protect wetlands and other fragile freshwater and coastal ecosystems.
By 1996, 1,000 wetlands – covering 81 million hectares – had been included in
the Ramsar list of Wetlands of International Importance. In the 2000s, a WWF
campaign led to the protection of another 100 million hectares of freshwater
habitats worldwide, mostly under the Ramsar Convention. That’s an area threetimes the size of Germany, and includes the world’s largest wetland, Ngiri-TumbaMaindombe in the Democratic Republic of Congo.
In 2010... we worked with many partners to improve water stewardship andrestore freshwater ecosystems. With HSBC, Coca-Cola and other partners
we continued to improve the management of some of the world’s great rivers,
including the Yangtze and the Amazon. Our partnership with brewers SAB
Miller and German development agency GIZ investigated how we can protect
freshwater systems in South Africa, Tanzania, Ukraine and Peru. Reducing thewater footprint of agricutural products is a priority for our Market Transformation
Initiative. In Pakistan, we’ve worked with IKEA and other international buyers totrain 40,000 farmers in better methods of growing cotton and sugarcane: cotton
farmers reduced their water use by 38 per cent, while increasing their income
by 26 per cent. We also built on existing partnerships and signed new agreementswith companies that have a major influence on fresh water, including The
Coca-Cola Company, Proctor & Gamble and Carrefour.

UkraineWe’re working with farmers to reduce the water and chemicals needed to grow crops like sugarcane and cotton.
Peru

Tanzania
South Africa

WWF-INT Annual Review 2010 page 16

The tropical forests of Borneo contain many unique species: it’s one of
only two places where orang-utans survive. But their habitat is under
threat: half of the island’s forests have been lost over the last half-century.
We’re working with the governments of Brunei, Indonesia and Malaysia
to protect a huge area of forest within the Heart of Borneo.
Tropical forests are home to the vast majority of the world’s land-based
species. In the 1970s and 1980s, our global tropical awarenesscampaigns alerted the world to their importance and the threats they
face. Our campaigning and work on the ground has helped savehuge areas of tropical forest.

© naturepl.com / Anup Shah / WWF

Protecting
tropical forests

Overview

Living within one planet

Living within
one planet

Humanity’s ecological footprint– which measures the demands
we make on nature – has doubled
in size during WWF’s lifetime.
From sustainable fisheries torenewable energy to palm oil that
doesn’t lead to deforestation, we’re seeking ways
to tread more lightly on the planet.

remained a key priority of our work in 2010. At the global climate talks in Cancún,
Mexico and Durban, South Africa our teams worked tirelessly as negotiators sought toovercome the obstacles to a global climate agreement. We’re now optimistic that a strong
deal can be struck when governments reconvene in South Africa in 2011. Our national
offices continue to influence their own governments’ climate and energy policies.
Our planet can’tsustain the heavily
meat-based diets of theaverage European orNorth American

Sustainable consumption…

In the last few years, governments, banks and individuals have suffered theconsequences of borrowing more than they could afford. Ecologically, too,
humanity is living on credit: we use the world’s resources as if we had
another half a planet to spare. We urgently need to start living
within our means. We need to start living within one planet.
Our growing footprint

We release morecarbon into theatmosphere thanour remaining
forests can absorb

2 planets

If current trends
continue, we’ll
need two planets
to meet our needs
by 2030

There’s an unmistakable correlation between the decline
in the Living Planet Index and the other theme of our
Living Planet Report 2010: the growing ecologicalfootprint. This measures the area of land we use to
live, grow crops and graze livestock, the forest weneed to absorb carbon emissions and provide thewood we use, and the fishing grounds needed toprovide the seafood we catch. Comparing this to
the Earth’s biocapacity – the area of productive
land and sea available to provide these resources– shows whether we’re living sustainably.
In the mid-1970s, our ecological footprint
began to outstrip biocapacity, and this trend has
continued ever since. Today, our footprint is 40
per cent larger than the Earth’s biocapacity. We
take more wood from forests than re-grows, catch
fish faster than they reproduce and release morecarbon into the atmosphere than our remaining
forests can absorb. If this continues, just 20 years
from now we’ll need the equivalent of two planets.
The consequences for biodiversity, climate, theeconomy and human development are unthinkable.

in the 1970s
our ecologicalfootprint began
to outstrip
capacity

the living planet
report includes
groundbreaking
research iinto ourwater footprint

The Living Planet Report reveals huge inequalities within the global ecologicalfootprint. If everyone lived like an average resident of the United States or the United
Arab Emirates, we’d need more than 4.5 Earths to keep up with our consumption –nine times what the average Indian consumes. Rich countries are increasingly using
resources from less developed countries, which face deforestation, biodiversity loss
and water shortages as a result. We’re working to transform the way the worldconsumes and produces everything from beef to electricity, to make it fairer
and sustainable.
We work with producers, retailers and businesses at every stage of the supply
chain to reduce their environmental impact. We also help consumers makeresponsible choices – sustainably produced wood and paper through theForest Stewardship Council (FSC), responsibly caught seafood throughthe Marine Stewardship Council (MSC), or energy-efficient appliances
through our Topten consumer guides, which we launched last year in
the United States and China following their success in Europe.
...and development

We help local
people earn a better
living throughcommunity- based
conservation projects

The latest Living Planet Report also includes groundbreaking
research into our water footprint and how our choice of foodaffects the planet. With the world’s population set to reach 9 billion
by 2050, these are critical issues; through programmes like our Market
Transformation and Smart Fishing Initiatives, we’re seeking to fundamentallychange the way the world uses water and produces food.
Carbon footprint
The largest and fastest-growing element of the ecological footprint is our carbon
footprint. Helping nations, businesses and individuals to reduce their carbon emissions

WWF-INT Annual Review 2010 page 20

Twenty-five of the world’s leading companies have joined our Climate Savers
programme. By the end of 2010, they had saved more than 10 million tonnes of CO2– and saved themselves millions of dollars in the process. Last year, Volvo became
the first vehicle manufacturer to join, pledging to reduce the CO2 emissions fromthe vehicles they make by 13 million tonnes over the next five years – that’s equal
to Sweden’s total emissions for three months.

While the footprints of developing countries are small by comparison,
they’re growing at a faster rate. It’s vital that emerging economies
pioneer a path of sustainable development if we’re to live within one
planet. We’re helping to lead the way with our China for a Shift Initiative.
In October 2010, we published a report with the Chinese Academy of
Sciences on China’s footprint, which is helping to shape government policy.
We’ve also been advising Chinese banks with assets of US$9 trillion onsustainable finance.
Economies across Africa are growing by more than 5 per cent year on year.
Africa’s rich natural resources are an important part of this growth, but exploitingthese unsustainably threatens biodiversity and long-term economic prospects.
We’re working with African governments to promote environmentally and socially
responsible economic development, and have seen strong commitments made. In theCongo Basin, for example, the governments of Cameroon and the Republic of Congo(Congo Brazzaville) signed agreements that mean they will export only legally andresponsibly harvested timber to the EU. We’ve also worked with governments todevelop standards for the oil and gas sector and other extractive industries.
On the ground, our community-based conservation projects in Africa and around theworld help local people to earn a better living by looking after their natural resources.
The challenge now is for the global community to do the same.

WWF-INT Annual Review 2010 page 21

Living within one planet

Living within one planet

Successes
then and now
1.5ºC

If the planet’s
temperature
increAses by morethan 1.5ºC theconsequences will
be catastrophic

Reducing carbon emissions,pioneering sustainable forestry,
promoting smart fishing...
Here are some of the ways we’ve
helped reduce the impact humanity
has on the natural world.

102
FISHERIES ARE

CERTIFIED ASSUSTAINABLE BY
THE MARINESTEWARDSHIPCOUNCIL

Tackling climate change

In 2010… our efforts to stop bycatch and other destructive fishing practices– part of our wider drive towards sustainable fishing – gained traction aroundthe world. We’ve made circle hooks, smart nets and other fishing gear that helps
reduce bycatch readily available in all Central American and Coral Triangle
countries. We’ve published guidelines showing how fisheries can move towards
sustainable shrimp trawling. In Mozambique – one of the centres of our Coastal
East Africa Initiative – we signed a milestone agreement with the government
to improve fisheries management, introduce certification schemes and reduce
bycatch. We also advised the UN Food and Agriculture Organization, which isin the process of drafting guidelines on bycatch.

If the planet’s temperature increases by more than 1.5°C, the consequences will becatastrophic, ranging from severe droughts to entire island nations disappearing as
sea levels rise. Already climate change is seriously damaging critical ecosystems,
including the Amazon and the Arctic. We’re pressing governments to commit
internationally to control climate change, and a global deal is within reach following
the progress made in Cancún. Our Climate and Energy Initiative continues to push
for a strong agreement and to help countries get onto a low-carbon path.
In 1992… we played a critical role in the first international agreement on climatechange, the United Nations Framework Convention on Climate Change. As one of
the earliest organizations to take global warming seriously, we helped convince
governments to begin negotiations and, later, to ratify the treaty. We were closely
involved in drafting the text, including the key objective that greenhouse gaslevels must be kept within limits that will “allow ecosystems to adapt naturally
to climate change”. The convention remains at the heart of international efforts
to combat climate change, forming the basis for the Kyoto Protocol and the new
global climate deal we’ve pushed for at Copenhagen, Cancún and beyond.
In 2010… as generating energy is the biggest single contributor to global
greenhouse gas emissions, we worked hard to convince governments, businesses
and individuals to deploy renewable energy and energy efficiency on a large
scale. With energy experts Ecofys, we investigated how the world can move to a
fully renewable energy supply by 2050. Our report, the most ambitious analysis
yet, shows that our vision of 100 per cent renewable energy is technically,
economically and environmentally feasible. But it also presents the challenges
we’ll need to confront. The world needs to invest heavily in improving energy
efficiency and our energy infrastructure. We’ll also need to make changes to ourlifestyles, and minimize environmental impacts, particularly from bioenergy.
The Energy Report: 100% Renewable Energy by 2050 received a worldwide
launch in early 2011.

Overfishing anddestructive fishingpractices threaten
dolphins,turtles, sharks
and commercial fishstocks, jeopardizing
livelihoods

Promoting smart fishingOnce, our oceans seemed a limitless source of food. But overfishing and destructive
fishing practices have had a ruinous effect. They’ve threatened many marine species,
including dolphins, turtles and sharks, and commercial fish stocks, including
Atlantic cod and bluefin tuna, jeopardizing the livelihoods of coastal communities.
We’ve fought strongly to change fishing practices and the industry’s sourcing
policies. Our Smart Fishing Initiative aims to make fishing sustainable, now and for
future generations, by stopping illegal and unregulated fishing, motivating people tobuy certified sustainable seafood, and making sure shops sell it. We’re also working
to stop habitat destruction by bottom trawling and reduce bycatch – the billions offish and other marine creatures caught and killed unintentionally every year.

WWF-INT Annual Review 2010 page 22

In 1997… in response to the devastation overfishing was causing to fisheries,
other marine wildlife and the economy, we set up the Marine Stewardship Council(MSC) with Unilever. As a result, consumers worldwide can choose responsibly
caught fish and seafood by looking out for the blue “ecolabel” of the MSC. Today,
102 fisheries are certified as sustainable by the MSC, and another 132 fisheries
are already working to meet the MSC’s stringent environmental standards. These
fisheries catch about one-eighth of all the seafood we eat. The annual retail valueof seafood products bearing the MSC logo is more than US$1.5 billion.

Transforming markets to protect nature
Our consumption of nature’s resources, including food, fuel and fibres like cotton,
is becoming ever more unsustainable. But the same sectors that have the biggest
impact on the natural world are the ones that hold the key to a sustainable future.
Our Market Transformation Initiative is targeting the companies that can have thebiggest influence on the way key commodities are produced. To date, we’vedeveloped partnerships with 23 of the top 100 companies, and are in discussions
with 44 of the remainder. Our aim is to push the markets for each of our priority
commodities to a tipping point where sustainable trade becomes the norm.

6.4%

OF THE WORLD’SPALM OIL IS
CERTIFIED ASSUSTAINABLE ––TWICE AS MUCH
AS IN 2009

In 1993... we helped set up the Forest Stewardship Council (FSC) to promoteresponsible management of the world’s forests. Forests provide a vital habitat
for millions of species and regulate our climate by storing carbon. But the timbertrade provides us with essential products and income for millions of people.
The FSC helps us strike a balance by certifying forests that are managed in anenvironmentally and socially responsible way. More than 130 million hectaresof forest in 81 countries are now FSC-certified, accounting for about 8.5 per centof international trade in forest products, while consumers increasingly look for
the FSC label.
In 2010... The Roundtable for Sustainable Palm Oil (RSPO), which we helped
set up in 2004, went from strength to strength. Palm oil is used in everythingfrom food to cosmetics to biofuels, and demand is set to double by 2020. But
tropical forest is being cut down to make way for palm oil plantations, fuelling
global warming and damaging biodiversity. The RSPO certifies products madewith sustainably grown palm oil. Last year, 6.4 per cent of all palm oil produced
was RSPO certified – twice as much as in 2009. Our European palm oil scorecard
campaign significantly increased sales of sustainable palm oil. In May 2009
companies were only buying 1 per cent of sustainable palm oil on the market.
Now that’s risen to 95 per cent.

WWF-INT Annual Review 2010 page 23

Marine life like these blue maomao fish thrives in this marine sanctuary
off the Poor Knights Islands, New Zealand. But less than 1 per cent of ouroceans is protected, and marine life is in crisis.
More than three-quarters of the world’s fish stocks are being fishedclose to or beyond what’s sustainable. Scientists predict that stocks ofall species fished commercially will collapse within the next 40 years
unless things change. We’re striving to make the global fishing industry
sustainable, at every step from fishing boats through processors andretailers to consumers.
In 2010, governments committed to protect 10 per cent of the oceans.
It’s still only half of what scientists recommend, but it will give species
devastated by overfishing a much better chance of recovery.

© Brian J. Skerry / National Geographic Stock / WWFsea change

The next 50 years

Overview

The next
50 years

What we’ve achieved in the last 50 years has been
crucial – but what we do over the next half-century
will be even more important. Along with our partners,
we will take conservation work to unprecedented
levels to protect our planet’s biodiversity andreduce humanity’s footprint on the natural world.

Global Initiatives:
AmazonArcticCoastal East Africa
Coral Triangle
Green Heart of Africa
Heart of Borneo
Living Himalayas
Tigers13

China for a Global Shift
Climate and Energy
Forest Carbon

4

Market Transformation
Smart Fishing

8

9

7

2

5

•	people sharing the planet’s resources fairly, and only using what nature
can support.
We’ve played a pivotal role in every major conservation milestone over the
past 50 years – and we’re ready to do so again. We can draw on five decadesof experience: of ground-breaking, science-based solutions that have a lasting
impact; of connecting people and institutions around the world through ourglobal Network and numerous partnerships; of tackling the underlying issues,
from poverty to unsustainable consumption.
Over the next 50 years, we have ambitious targets for tackling climate change,
conserving entire ecosystems, shifting global markets to sustainability andreducing humanity’s footprint.

If we act now, together, we stand a fighting chance to preserve the Earth for
future generations. There are many challenges ahead. We have to move fast.
And we have to act on a scale never witnessed before.

6
1

11

•	the world’s most outstanding natural places intact and protected,
meaning a more secure future for the species that inhabit them – humanbeings included

To start reaching these goals, we’re focusing on the areas where we can makethe biggest difference through 13 global Initiatives. With success in these areas,
we can catalyze change on a much greater scale.

3

10
12

When we celebrate our 100th birthday, we want to see:We’re ready to do so.
Key targetsof our 13 global
Initiatives

What we will achieve

2011

2013

2020

2020

2020

2020

2020

2020

2020

2022

2025

2030

2050

companies, buyers
and retailers
across the Coral
Triangle commit
to sustainablefisheries by joining
our region-wide
Seafood Savers
programme.

leaders commit
to significantly
increase themarket share ofenergy efficient
products.

energy efficiency,
sustainable
management of
natural resourcesand emissions
cuts, China’s
economy isgrowing within
the capacityof one planet.

deforestationworldwide – forevery hectareof forest felled,another hectare isplanted.

manage theirnatural resources
sustainably andhave a fair share of
the benefits acrossa million hectares of
the Congo Basin’s
most important
habitats.

hectare mosaic
of protected
and sustainably
managed areasin the Heartof Borneo
ensures thesurvival of many
endangered
species.

tallest mountains
and greatest
rivers are
secure fromthe impacts ofclimate change,
providing energy,
food and water
security for a fifthof the world’s
population.

25 per centof global
purchasesof priority
commodities
meet acceptableenvironmental
standards.

of tuna, forage
fish, whitefish
and tropicalshrimp aremeasurably
recoveringand benefiting
communities
that depend on
them.

number oftigers in thewild hasdoubled fromjust 3,200 in2010.

half thetimber, tuna,and shrimp
exports from
Coastal East
Africa comefrom legal andsustainablesites.

Amazon’sland andfreshwater
ecosystems
are properly
conserved,
so they’re nolonger under
threat.

greenhousegas emissions
have been cut
by 80 per centcompared to1990 levels.

1. Fishing

2. World market

WWF-INT Annual Review 2010 page 26

3. Through

4. Zero net

5. Local people

6. A 22 million

7. The world’s

8. More than

9. Populations

10. The11. At least

12. The13. Global

WWF-INT Annual Review 2010 page 27

Our partnerships

Corporate partnerships

Corporate
partnerships

From leading change within theirsectors to sponsoring conservation projects,
our corporate partners play a vital role.

IKEA: lower emissions, sustainable forestry, better cotton
Under our long-standing partnership with IKEA, active in more than 15 countries,
we’re pursuing ways to produce essential commodities sustainably and help customers
and suppliers reduce their carbon emissions. Together we’ve helped increase FSCcertified forest area by millions of hectares, mainly in Russia, China, Bulgaria andRomania. We’ve also pioneered sustainable cotton by working with farmers in India
and Pakistan on environmentally and socially responsible growing methods.

ABB: supporting sustainable livelihoods

With ABB, the global leader in power and automation
technologies, we’re working to promote energy efficiency inenergy-poor areas. Together we’ve set up projects to give people
in remote areas of Tanzania and India access to electricity. We’ve also established arenewable energy project for a South African orphanage and helped set up low-carbon
business training in China.

Lafarge: building a more sustainable world
Lafarge has cut
its carbon emissions
from cement
production by a fifth

Allianz: pushing for a low-carbon futureWith Allianz, we’re researching how the insurance industry can adjust to climatechange and help prevent it. This year we worked together to look at how Allianz’s realestate business can reduce its carbon emissions and how much it would cost, and put
measures in place to start cutting down. We’re now working on a campaign to raiseawareness among Allianz staff of the need for a low-carbon future.

12

Canon Europe
has helped us
communicate our
impact for thelast 12 years

Canon Europe: communicating our impact
Our 12-year partnership with Canon Europe has helped us communicate our impact
to people worldwide – not least through the amazing photo library Canon developedwith us. Our Canon Kids’ Zone microsite educates children about global warming.
Thanks to the WWF-Canon Polar Bear Tracker project, we’ve also fitted polar bears
with satellite collars to see how global warming affects their habitat and behaviour.
Chopard: saving tigers
We began a three-year sponsorship with the luxury jewellery and watch company
Chopard in 2010 to support our Tiger Initiative. Tigers are one of the most endangered
species – numbers have decreased by 97 per cent since 1900. Chopard’s support will
help us in our aim of doubling the number of tigers in the wild by 2022. Chopard isalso working with us to reduce the environmental impact of its business.
The Coca-Cola Company: conserving water
Since 2007, we’ve been working with Coca-Cola to conserve freshwater resources
around the world. We’ve worked within the company’s manufacturing operations
to improve water efficiency and reduce carbon emissions, throughout their supply
chain to promote sustainable agriculture, and on the ground to conserve important
river basins. We’ve seen notable success – restoring wetlands and rivers, reducing
agricultural impacts in Australia, and improving the company’s water efficiency
13 per cent since 2004.

40 threatened species
are benefiting fromcleaner water thanks
to our partnershipwith HSBC

1 bn+

Over the ten years of our partnership, Lafarge has cut its carbon emissions per tonneof cement produced by a fifth. We’re now working with them to set new ambitious
targets. In 2010, we worked together to reduce water use at pilot plants around the globe
and to cut emissions of persistent pollutants from its highest-emitting plants. We’re also
improving biodiversity around their sites and promoting sustainable building materials.
Nokia: helping people make more sustainable choices
We’ve been working with Nokia since 2003. Together, we’ve created downloadable
content for mobiles encouraging over a billion Nokia users to make more sustainablechoices in their everyday lives. It’s one of the many ways we cooperate and raise
environmental awareness. We also provide expert guidance on reducing Nokia’s
environmental impact, while Nokia sponsors our vital conservation work.
Nokia Siemens Networks: saving energy

Nokia’s billion-plus
customers can accessWWF content on theirmobile phones

As a WWF Climate Saver and supporter of our Earth Hour and Let the Clean Economy
Begin campaigns, Nokia Siemens Networks (NSN) is helping reduce emissions by using
less energy, turning to renewables and making its products more efficient. NSN also
runs regular energy efficiency campaigns and webinars for staff and promotes energy
efficiency on its website.
Ogilvy: spreading the message
Ogilvy Advertising, one of the world’s largest communications agencies, has provided us
with free support for over three decades. Their creativity has helped make WWF one of
the world’s leading brands and attract worldwide public support for our campaigning.
We also work with media agency Mindshare, part of the same group, who place WWF
advertising free of charge in leading in international media.
Panasonic: protecting the Arctic
The Arctic faces massive threats from climate change. Damage to this fragile ecosystem
will wreak havoc worldwide, causing problems like rising sea levels and extreme weather.
As a sponsor of WWF’s Arctic Programme since 2008, Panasonic is helping us gain abetter understanding of how global warming is affecting the region, and what we can doabout it. Panasonic has also supported WWF’s conservation work in Asia since 2000.

HSBC: securing water for people and the planet

WWL: making our oceans healthier

Our global freshwater and climate change programme, under the five-year
HSBC Climate Partnership, is safeguarding four major rivers – the Amazon, Ganges,
Yangtze and Thames – for millions of people who rely on them and the uniquewildlife they support. Our partnership with HSBC has allowed us to introduce
ground-breaking solutions with huge impacts – for example, in Asia over 25 million
people and 40 threatened species are now benefiting from cleaner water.

Wallenius Wilhelmsen Logistics (WWL) is the sole sponsor of WWF’s High Seas
Conservation Programme. Together, we’re working to make sure shipping is wellmanaged to improve the health of our oceans. We work together on a number of projects,
including reducing CO2 emissions from shipping. WWL also provided expertise for our
groundbreaking study, The Energy Report: Towards 100% Renewable Energy by 2050,
which shows how we can reduce energy consumption to prevent climate change.

WWF-INT Annual Review 2010 page 28

WWF-INT Annual Review 2010 page 29

Sustainable forestry helps local people make a better living, while
ensuring the forest and its biodiversity will still be there for future
generations. This community forestry project in Yenga village, Cameroon
started trading in 2010. We provided training and business support,
and are helping members get a fair price for their timber. By offering analternative livelihood, the project is reducing poaching and illegal
logging as well as poverty and unemployment.
We believe conservation efforts are most successful when local people
are involved. Across the world, we’re enabling communities to benefit
from conserving their natural resources and managing them sustainably.
From ecotourism to rubber tapping to harvesting resin for upmarket
perfumes, we’ve helped people improve their income through living inharmony with their environment.

© Brent Stirton / Getty Images / WWF

Using forests wisely

Our partnerships

Our donors

Our donors:
financing theplanet’s future

A fund for supporting conservation:that was WWF’s original purpose.
Today, our donors continue to makean invaluable contribution. We
couldn’t do what we do without theloyalty, generosity and personal
involvement of our donors.

We’re fighting for the planet’s future with ourCampaign for a Living Planet, a huge global effort to take direct action on the groundand to influence decision-makers at the highest levels to protect the environment.

US$100m

Our Campaign fora Living Planet
is seeking to raise
US$100 million
over the next
five years

During the first year of the Campaign, early gifts have enabled us to lay the groundworkneeded to leverage much greater funds from governments, supporters and partners
across the world.

The Dillon Fund and Clarence and Anne Dillon Dunwalke Trust have provided
important support for our work on sustainable fisheries, helping to make sure marine
habitats and species are protected.
Thanks to the support of GoodPlanet, our pioneering Forest Conservation Programme
in Madagascar is developing important knowledge about the island’s forest carbon
reserves, preserving biodiversity and improving the livelihoods of local communities.
This project is closely linked to our Forest Carbon Initiative.

Donor

We continue our collaboration with Grupo Promociones Habitat to protect andrestore wildlife in the Srepok wilderness area in northeast Cambodia. By developing
sustainable sources of income such as ecotourism, our project helps local communities
look after their own natural resources.

Our longstanding partner the MAVA Foundation is funding projects around theworld to help create protected areas, manage water resources and conserve species. Last
year, the foundation provided funding to launch an important project on sustainablehydropower in the Dinaric Arc ecoregion. The MAVA Foundation is also providing
support to build our organizational capacity, enabling us to respond to opportunities
and innovate in order to scale-up our conservation work.

The Oak Foundation is a long-time supporter of WWF and continues to provide
funding for our work to promote sustainable fisheries in Europe. The foundation
supports our Arctic and Climate and Energy Initiatives too, helping protect the natural
world from the impact of climate change. The Oak Foundation also contributes to ouryouth volunteer programme Explore! and helps us effectively monitor the finances andimpact of our conservation programmes.

We are very grateful to the Chair of the Campaign for a Living Planet Steering
Committee, André Hoffmann, for his inspiring leadership gift, and to other membersof the committee who have shown their early support through their own leadership gifts.

Our partnerships with foundations are the bedrock of our work. We’re grateful once
again to the following for supporting our conservation projects around the world:

As a key part of WWF’s Forest Carbon Initiative, Fondation 1796 of the Partnersof Lombard Odier Darier Hentsch & Cie supported research into the financial
value of forest conservation and the international market for the carbon locked in forests.

We continue to work with Fondation Montagu to conserve the blue whale and otherkey marine species through the creation of new marine protected areas in southern
Chile. The foundation’s support is crucial to protecting the region’s unique biodiversity
and marine ecosystems.

We need more than US$1 billion over the next five years to fund this work. The
Campaign is looking to partner with individuals, foundations, corporations andothers to raise the first US$100 million.

The Audemars Piguet Foundation is supporting our education project in China toraise awareness among young people of how important forests are to their daily lives,
and what they can do to help conserve them.

“What is unique
about WWF is its
global reach and global
brand. It carries
immense authority as
an institution.”We’re researching thefinancial value of forest
conservation and theinternational market forforest carbon

Last year – the first year of the Campaign – WWF International set up a leadership andinnovation programme to make sure we have the people and resources we need to deliver
this critical work, and to develop new ideas and approaches to tackle the environmental
challenges the world faces.

Thank you also to the members of The 1001: A Nature Trust for their loyalty and support.
Foundations

Fondation Hoffmann provides WWF with strategic support so we can grow as aneffective and efficient organization – and have a greater impact. Fondation Hoffmann
funded our most successful ever Earth Hour last year – the second time they havefunded the event. They also contributed for the third time to our life-changing youth
volunteer programme Explore!

We’redeveloping atuna sanctuary
and a labellingsystem forsustainably
sourced tuna

Our strategic partnership with the Prince Albert II of Monaco Foundation focuseson protecting the Mediterranean bluefin tuna. We’re aiming to establish a high-seastuna sanctuary and develop a labelling system so consumers can choose sustainably
sourced tuna. The foundation also supports our work to create a new marine protectedarea and an environmental education programme in Madagascar.
We’ve formed a new partnership with Fondation Segré this year, supporting our
Smart Gear competition for developing fishing gear that reduces bycatch, a major
threat to marine ecosystems. The foundation also supports our programme to protect
gorillas, chimpanzees and other wildlife in Cameroon’s Campo Ma’an National Park.
We continue our collaboration with UEFA, who participated in Earth Hour for thesecond time. UEFA is also supporting our Global Climate and Energy Initiative,
which aims to achieve a just, effective and science-based global climate agreement.
As part of our Smart Fishing Initiative, The Tubney Charitable Trust is supporting
our efforts to improve the EU Common Fisheries Policy in 2012 and make commercial
sea fishing sustainable.
Fondazione Zegna is supporting our work in Qinling, China, to establish a modelfor nature reserves combining conservation and economic development. This key
conservation area is home to the giant panda and the watershed for the Yangtze
and Yellow rivers.

The Hans-Wilsdorf Foundation continues to fund a project to ensure the survival ofendangered western lowland gorillas and central chimpanzees in Cameroon. The project
promotes sustainable development opportunities focused on research and ecotourism.

WWF-INT Annual Review 2010 page 32

WWF-INT Annual Review 2010 page 33

Our donors: financing the planet’s future© Wild Wonders of Europe / Maurizio Biancarelli / WWF

Many thanks toall our other major
supporters

We would also like to thank:– Mr Philippe Bertherat– Ms Miel de Botton– Mr Mario Frering– Mr André and Mrs Rosalie Hoffmann– Dr Luc Hoffmann– Hoffmann-la-Roche Ltd.
– Manotel Hotel Group– Mr Pierre-André Maus
– Mr Patrick Odier– Mr Christopher Parker– Mr Kristian Parker– the family of Jade Peduzzi– Mr Sergi Ferrer-Salat– Mr Martin Bisang and Mrs Mirjam Staub-Bisang– all those donors who prefer to remain anonymous

Campaign for a
Living Planet
Steering Committee

Chair
Mr André Hoffmann
Members
Mr Philippe Bertherat
Mr Mario Frering
Ms Alejandra Moore Mayorga
Mr Kristian Parker
Mr Guillaume Taylor

Leaving alasting legacy

Thank you to everyone who has chosen to remember our work in their will.
By leaving a legacy to WWF, you’ll be helping to pass on a healthy planet
to future generations.
Finally, thanks to all of you who support us in whatever way you can.
As well as funding our vital work, your support makes us stronger by allowing
us to speak on behalf of millions of people around the world.

We’ve brought together a range of partners from several countries to protect the mountains, forestsand coastlines of the Dinaric Arc in southeast Europe.

WWF-INT Annual Review 2010 page 35

Our partnerships

Public sector partnerships

Public sector
partnerships
1990

Our public
sector partnerships
have gone fromstrength tostrength over
20 years

We began working with international development partners –including government aid agencies and multilateral institutions– in 1990. With the growing recognition that sustainability
and conservation are crucial to development, these partnerships
have gone from strength to strength. They provide us withvital funding and allow us to shape policies to conserve critical
habitats and encourage sustainable development.

Public sector partnerships multiply the impact of our conservation and development
work many times over. Pilot projects get replicated on a national level, and we share ourachievements and the lessons we learn to influence others. Our successes help to securelong-term finance. The results of our fieldwork influence national and international policy
debates – while changes in policy allow the schemes we set up to thrive.
Our partnerships reflect a broad range of cooperation models – from funding forindividual projects to commissioning a variety of services under framework agreements.
Through them, we’re expanding the scope and scale of our conservation work.

Bilateral agencies
Australia – AusAID
Austria – ADA
Belgium –DGCDCanada – Cida
Denmark – Danida
Finland – MoFA
France – MAE, AFD, FFEM
Germany – BMZ, KfW, DEG, GIZ
Italy – MoFA
Japan – JICA

Asian Development Bank: growing importance

Netherlands – DGIS, LNV

Rapid economic growth and the threat of climate change make our partnership with
the Asian Development Bank increasingly important. Since 2001, we’ve worked together
to help countries in Asia and the Pacific conserve their biodiversity and natural
resources, and to limit and adapt to climate change.

Norway – MoFA, Norad

Over the last year, we helped countries in the Mekong region develop a large-scaleconservation programme for co-financing by the Global Environment Facility.
We worked with a wide range of partners to improve water stewardship and river basin
management, and raised awareness of the importance of good fisheries management
for food security. At the Convention on Biological Diversity in Japan, we organized joint
events with governments and other partners to highlight our achievements in the
Coral Triangle, Borneo, the Himalayas and the Mekong.

Switzerland – SDC, SECO

European Union: partnering for sustainable forestry
We’ve spent years working in partnership with the EU and member states to develop
a sustainable timber trade, advising on policy and trade regulations. EU support
has helped us promote sustainable forest management, assist companies to develop
responsible supply chains and build the market for sustainable timber.
We helped bringabout a new law to banillegal timber from
European markets

Our public sector partners

In 2010, we celebrated a major achievement in this partnership when the European
Union adopted a new law that will ban illegal timber from European markets. European
companies now have to make sure that they don’t import illegal wood or buy or sell it
within the EU; countries must impose strong penalties if they do.

Spain – AECI
Sweden – Sida

United Kingdom – DFID, Defra
United States of America – USAID, USFWS, NOAA

Multilateral agencies
African Development Bank
Asian Development Bank
European Commission – Europe Aid
Global Environment Facility
Inter-American Development BankUN Development Programme
UN Environment Programme
The World Bank Group

Protected Areas for a Living Planet
With over 100 new protected areas covering 4.2 million hectares created since 2007,
and another 11.5 million hectares in the pipeline, our Protected Areas for a Living Planet
project has been a huge success. It’s also a great example of how we work together withpublic sector partners, involving 27 countries and at least 15 development agencies.
We’re working to help countries meet their commitments to preserve biodiversity
in five important “ecoregions” – large areas containing distinctive habitats andspecies – that cross national boundaries. By bringing partners together, we’re helping
to create and manage networks of protected areas across borders, develop legislation,and share ideas and lessons learnt.

WWF-INT Annual Review 2010 page 36

WWF-INT Annual Review 2010 page 37

A wind turbine factory worker in Baoding, China cuts a futuristic vision.
Responsible for around two-thirds of global greenhouse gas emissions,the energy sector is the single biggest cause of climate change. With
The Energy Report: 100% Renewable Energy by 2050, we’re presenting
a ground-breaking analysis of how the world can move towards a
renewable energy future and the challenges this presents.
It’s one of the many practical ways that we’re tackling climate change –the biggest threat to confront the natural world in our 50 years ofexistence. Following the disappointments of the Copenhagen climate
summit, 2010 ended on an optimistic note as governments in Cancún
made progress towards a global climate deal. We’ll be keeping up the
momentum leading up to the crucial UN climate conference in
Durban at the end of 2011.

© Brent Stirton / Getty Images / WWF-UK

Power surge

Financials

Financials

Financials

WWF International:
Balance Sheet two-yearsummary 2009 and 2010

Financial year*

2009

2010

2010

(CHF’000)(CHF’000)(EUR’000**)

63,91955,417

41,846

7,147

3,860

2,915

14,64822,13916,718– Recoverable taxes and other items

9,295

11,479

8,668

AssetsCurrent assets– CashWWF International: Income
and Expenditure two-yearsummary 2009 and 2010

Financial year*

2009

2010

2010

Operating income(CHF’000)(CHF’000)(EUR’000**)

100,987

96,142

65,212

2,206

1,200

814

Long-term receivables

2,928

3,276

2,474

24

12,892

8,744

Fixed assets

9,330

9,213

6,957

Corporations (1)14,292

11,900

8,072

Total

107,266

105,385

79,578Trusts and foundations (1)16,452

16,032

10,874

Liabilities and funds

Governments and aid agencies

56,03453,53536,312

Bank overdraft

193

-

-

1,627

1,040

706

Accounts payable & accrued expenses 30,869

24,26618,324(2,858)(1,596)(1,083)

1,820

1,905

1,438

Other

1,042

1,259

854

301

-

-

Total

189,806

192,404

130,505

59,40364,044

48,361

14,68015,17011,455

107,266

105,385

79,578WWF National Organizations (1)Individuals (1)Legacies and bequests

Royalties (1)Financial income / (loss) – net– Short-term bank deposits– Marketable securities

152,303103,305

Other long-term liabilities
Operating funds(4)- Conservation policy

9,968

7,826

5,308

- Awareness

6,239

6,743

4,574

Network services
and People development (2)

7,897

5,699

3,866

Fundraising

4,369

5,526

3,748

Finance and administration

6,318

6,129

4,157

429

748

507

190,499

184,974

125,465

(693)

7,430

5,040

Donations to endowment funds

652

65

44

Surplus / (deficit) after
non-operating items

(41)

7,495

5,084

Total

Conservation policy and awareness

Total
Operating surplus / (deficit)
Non-operating items

Notes to the accounts

WWF-INT Annual Review 2010 page 40

1. Marketable securities
At the end of the financial year, cash and short-term deposits comprised 73 % of total
cash, bank deposits and marketable securities, compared to 83 % a year ago.
2. Fixed assets
All fixed asset costs regarding the renovation of the main building, the purchase andrenovation of the pavilion in Gland, and the purchase and implementation of an ERP
system have been capitalized and are depreciated as appropriate. All other fixed asset
costs are charged to expenditure at the time of purchase.
3. Mortgage payable
Mortgage payable refers to the bank loan for the purchase and renovation of thepavilion in Gland.
4. Operating funds
Operating funds are those funds available for expenditure on conservation awarenessand public policy, National Organization support, direct fundraising, administration andfinance, and fixed asset expenditure.

1. Joint fundraising
Fundraising income (individuals, royalties, etc.) which is raised jointly with a National
Organization is recorded as income from National Organizations.
2. Network services and people development
WWF International expenditure in support of the activities of the WWF Network.
Includes legal and trademark costs.

(5)*Financial years cover the period 1 July to 30 June**Exchange rate CHF 1.3243 = EUR 1, as at 30 June 2010

*Financial years cover the period 1 July to 30 June**Average EUR exchange rate for the year: CHF 1.4743 = EUR 1

Notes to the accounts(3)

Capital and endowment
155,279

Fixed asset expenditure(2)

Mortgage payable

Operating expenditure
Conservation programmes(1)

Audited financial statements
are available on request.

5. Capital and endowment
Includes The 1001: A Nature Trust, a trust fund built up through individual membershipcontributions; the Sigvaldason Fund, a legacy from the late Mrs Gerda Sigvaldason; theEndowment Fund built up primarily from the proceeds of the WWF 25th Anniversary
Coin Collection programme; the Prince Bernhard Scholarship Fund for Nature
Conservation, the income from which will be used to achieve conservation worldwide,
including to help build conservation capacity, provide training and scholarships, etc; andstatutory capital of CHF 20,000, representing the initial capital of WWF.

WWF-INT Annual Review 2010 page 41

Financials

WWF Network: Income
and Expenditure* two-yearsummary 2009 and 2010

Financials

Financial year**

2009

2010

Operating income(EUR’000)(EUR’000)

Individuals- Individuals (1)221,479

242,078- Legacies and bequests

44,87356,940- Corporations

51,91356,030- Trusts and foundations

35,23331,595- Public sector finance

96,54588,919- Others

3,812

6,175

18,151

15,560(29,716)

26,006

1,514

1,660

443,804

524,963

WWF Network: Income and Expenditure 2010

8%

EARNED INCOME

INCOMEEUR 525 million

1%

OTHER

17%

Other donated income

PUBLIC SECTORFINANCE57%

6%

INDIVIDUALS (3)

TRUSTS AND
FOUNDATIONS

Earned income- Royalties- Financial income / (loss) - net- Trading net income
Total
Operating expenditure– Programme (2)272,506

272,770– Conservation policy

25,29922,538– Education

13,66815,049– Awareness

51,547

51,105– TRAFFIC

2,688

2,791

Fundraising

83,15891,290Finance and administration

40,402

38,773

Total

489,268

494,316

Surplus to support current
and future projects / (deficit)(45,464)

30,647*The figures given show total WWF Network income and expenditure but do not represent consolidated
accounts. The Network includes WWF International and its programme offices, and all the WWF Nationalorganizations 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 (1 April to 31 March); WWF-Germany, WWF-Hungary, WWF-Italy,
WWF-Norway, WWF-Spain and WWF-Turkey (1 January to 31 December, preceding year).

Notes to the accounts

1. Individuals
Monies received from WWF individual supporters, including regular membership dues
and fundraising activities.
2. Programme
Costs of WWF Network global conservation programme.
3. TRAFFICThe TRAFFIC (Trade Record Analysis of Flora and Fauna In Commerce) Network is theworld’s largest wildlife trade monitoring programme, and is a joint programme of WWF
and IUCN – The World Conservation Union.

WWF-INT Annual Review 2010 page 42

CORPORATIONS

1%

TRAFFIC (3)Expenditure

Conservation

(3)

11%

8%

ADMINISTRATIONEUR 494 million

18%

FUNDRAISING

55%

PROGRAMME (3)10%AWARENESS

3%5%

EDUCATIONCONSERVATION POLICYWWF International
In spite of the continuing global economic challenges, income grew by 1 per cent.
The uncertain economic climate led to a 3 per cent decrease in expenditure.
WWF Network
The total WWF Network income grew significantly, rising EUR 81 million to EUR 525
million, an increase of more than 18 per cent. This was largely driven by an increase
in investment income. Revenue from individuals grew by 12 per cent and the increase
in income from corporations was 8 per cent. These increases were partially offset bydecreased income from governments and aid agencies (down 8 per cent) and trusts andfoundations (down 10 per cent).
The Network’s conservation activities continued to grow during the year albeit at a
slower rate than income. The resulting surplus of EUR 31 million will be used to fundour ongoing projects and programmes and help us reach our conservation targets.
Peter Dickinson, Director of Finance & Administration, WWF International

WWF-INT Annual Review 2010 page 43

Directors© WWF-Canon / Steve Morgan

WWF International
Directors 2010*
Director General
Director General’s Office*As at: December 2010

Mr Jim Leape
Dr Christopher Hails		– Network Relations & Development
Ms Pascale Moehrle		– Executive Affairs

Conservation

Mr Lasse Gustavsson 		– Executive Director
Dr Carlos Drews		– Species
Dr Timothy Geer 		– Public Sector Partnerships
Dr Lifeng Li		– Freshwater
Mr Tony Long		– European Policy Office
Dr Isabelle Louis		– Asia / Pacific
Ms Donna Lusti		– Programme Office Performance/Development
Mr Gary Miller		– Europe & Middle East
Mr Niall O’Connor		– Programme Office Performance andDevelopment, Africa/Madagascar
Mr Jean-Paul Paddack		– Global Initiatives
Dr Georg Schwede		– Programme Office Management
Ms Susan Brown– Global & Regional Policy a.i.

Dr Stephan Singer		– Energy Policy
Mr Laurent Somé		– Partnership/ Development Africa
Dr Peter James Stephenson– Conservation Strategy & Performance

Mr Rodney Taylor		– Forests
Dr Roberto Troya		– Latin America & Caribbean
Communications andmarketing

Mr Sudhanshu Sarronwala– Executive Director

Mr Martin Atkin		– External & Media Relations
Ms Sarah Bladen		– Conservation Communications
Ms Danielle Chidlow		– Brand Strategy

Operations

Ms Judy Slatyer		– Chief Operating Officer
Ms Maria Boulos		– Corporate Relations
Mr Peter Dickinson		– Finance & Administration
Ms Linda Humphrey		– ICT Services
Mr Christopher Hutton		– People & Organization Development

One in five people depend on water supplies from the Himalayas, where we’re working to conserve ecosystems
and reduce the impacts of climate change.

Mr Jean-Paul Jeanrenaud		– Corporate Relations
Development

Ms Carol Monoyios

Living Planet FundManagement Company

Mr Chiew Y. Chong

Legal Advisor

Mr Michael Rogers OBE

WWF-INT Annual Review 2010 page 45

Governance

The WWF Network

WWF International
BOARD OF TRUSTEES 2010

THE WWF NETWORK*

President

WWF Offices

Ms Yolanda Kakabadse (Ecuador)

Armenia

GuyanaSingapore

Azerbaijan

Honduras

Solomon Islands

Australia

Hong Kong

South Africa

Austria

Hungary

Spain

Belgium

India

Suriname

BelizeIndonesia

SwedenTrustees

Bhutan

Italy

Switzerland

Mr Antony Burgmans (The Netherlands)

BoliviaJapan

Tanzania

Ms Cheryl Carolus (South Africa)

Brazil

Kenya

ThailandMr Nitin Desai (India)

Bulgaria

Laos

Tunisia

Prof Tim Flannery (Australia)

Cambodia

Madagascar

TurkeyProf Calestous Juma (Kenya)

Cameroon

Malaysia

UgandaProf Alison Richard (United Kingdom)

Canada

Mauritania

United Arab Emirates

Mr Roger Sant (United States)

Cape Verde

MexicoUnited Kingdom

Mr Vince Perez (Philippines)

Central African Republic

Mongolia

United States of America

Mr Ed Smith (United Kingdom)

Chile

MozambiqueVietnam

Mr Alvaro de Souza (Brazil)

China

Namibia

ZambiaPresident Emeritus

Colombia

Nepal

Zimbabwe

HRH The Duke of Edinburgh

Costa Rica

Netherlands

D.R. of Congo

New Zealand

WWF Associates

Denmark

Niger

Ecuador

NorwayFundación Vida Silvestre(Argentina)

FinlandPakistanFiji

PanamaFrancePapua New Guinea

Gabon

Paraguay

GambiaPeru

Georgia

Philippines

Germany

PolandGhana

Romania

GreeceRussiaGuatemalaSenegalVice-President
Mr André Hoffmann (Switzerland)
Treasurer
Mr Markus Joytak Shaw (Hong Kong)

Vice-Presidents Emeriti
S. Babar Ali (Pakistan)Chief Emeka Anyaoku (Nigeria)
Dr Luc Hoffmann (Switzerland)
The Hon. Mrs Sara Morrison (United Kingdom)

WWF-INT Annual Review 2010 page 46

Fundación Natura(Ecuador)
Pasaules Dabas Fonds(Latvia)
Nigerian Conservation
Foundation (Nigeria)*As at: December 2010

WWF-INT Annual Review 2010 page 47

annual review 2010

RECYCLED1961
WWF was founded in 1961

+100
WWF is in over 100 countries,
on 5 continents+5M
WWF has over 5 million
supporters

WWF has over 5,000
staff worldwide

INT

Why we are here
To stop the degradation of the planet’s natural environment andto build a future in which humans live in harmony and nature.

+5,000This annual review was printed by Canon Europe in Germany on FSC paper, in order to reduce theecological impact and minimise paper wastage. Several images used in this review were taken fromthe WWF-Canon Global Photo Network. Canon Europe became the first Conservation partner for
WWF in 1988, and since that time has worked with WWF to support its work by providing funds

Why we are here
To stop the degradation of the planet’s natural environment andto build a future in which humans live in harmony with nature.
www.panda.org© 1986 Panda symbol WWF – World Wide Fund For Nature (Formerly World Wildlife Fund)
Switzerland – Tel. +41 22 364 9111 Fax +41 22 364 0332. For contact details and further information,please visit our international website at www.panda.org© nasa® “WWF” is a WWF Registered Trademark. WWF, Avenue du Mont-Blanc, 1196 Gland,

INT
WWF.panda.org

for conservation and to raise awareness of conservation issues.

INT

egular

100%

•

URL

WWF in numbers