I love pandas and I have a plan to make WWF a million bucks every year.

1. Let’s make WWF $1,000,000
How could the World Wide Fund for Nature
make a million bucks by reading these 18 slides?
Markus Sandelin (@banton)
December 17th 2012

2. Sell more stuff
People will keep consuming and purchasing more and
more stuff. More and more charities are making a lot
of money by participating in sales campaigns, such as
software bundles. Selling stuff is not a bad thing,
selling bad stuff is.

3. The reason for this?
I worked with WWF a few years back and noticed
that there was a major malfunction in the way things
were done. Out of the millions of people visiting their
websites, only one percent (1%) went to the donation
page, but close to a quarter (25%) went to the store.
This is quite common in every charity.

4. The problem?
The problem with all charities is that they usually
spend all their money on their donation page instead
of building and running a great store. The question
became, how to merge these two into a single
machine?

5. The idea - EcoCommerce
The concept is quite simple. WWF should own and
run the largest ecological web store in the internet. It
would choose all partners whose products would be
available and it would take 30% of all sales, just like
Apple does with its App Store. People can also donate
a percentage of their whole purchase towards charity
whilst paying.

6. eCommerce = lots of work
Yes. That’s why WWF will only run the proverbial
department store, where the partners can set up their
own shop-in-shops. Just like the App Store.
Here’s an example:

7. The platform
Landing page Maintained by WWF
Sellers
Payment Partnered with a vendor
Logistics Global green logistics partner

8. Why is this a good idea?
WWF is one of the top brands in the world. They also
have massive amounts of traffic. Most eco brands lack
the brand awareness of major corporations, so by
joining forces, WWF could give out its brand to raise
awareness for these smaller and local brands.

9. Our way or the highway
By controlling the whole, WWF can exert pressure it
never has been able to - financial. The platform
should develop constantly, increase demands for
ecological values, promote sustainability and
durability in both products and the supply and
delivery chain.

10. The business case?
Let’s speculate that WWF would get ten million
yearly visitors to their sites. If we assume that the
existing 25% will go to the store, the store would get
2.5 million annual visitors.

11. The money
Let’s assume that from the 2.5 million people, we
could convert 2% into 50,000 purchases. If the
average purchase would be $50, the site would sell for
2.5 million dollars per year. Should WWF take the
30% off that, they would earn $750 thousand every
year.

12. The charity
On top of those 50 thousand purchases, the site
would ask for donations just like Kiva.org does. Five
or ten percent of your total purchase to run and
support WWF. If 10% would give the 10%, that would
bring an extra $25,000 per year.

13. Own products
When we add WWFs own products to the mix,
limited runs of designer clothes and special products
(like product (red) does), they would earn another
hundred thousand on top of the previous sum.

14. Not just a million dollars
Sure, the sales might be a million bucks - but that’s
not the point. The point is leading by example and
raising awareness using tools that have not been
available before.

15. If you build it, they will come
The thing with great shops is that people like to come
again. Currently, most of WWF visitors are first-time
or otherwise new visitors. They are not repeat
customers. That can be fixed.

16. Building it
Setting up an eCommerce site is not as hard as it was
five years ago. There are great players who already
master the art and I’m sure modern players like
Shopify and Stripe could help the store get up just for
the heck it.
Check out: www.shopify.com & www.stripe.com

17. Can it be this simple?
Yes it can. You only need a few dedicated
professionals and good partners to get it done. Start
small and grow slowly. Instead of money donations,
accept help from companies - they can make you
much more money.

18. Thank you!
If you want to talk about this topic or want to know
more about the plan, send me a message or give me
a call!
Markus Sandelin (@banton)
markus@kingmuffin.com | +358 44 36 99 887