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World Wildlife Fund Positioning

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WWF positioning for strategist's portfolio class

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World Wildlife Fund Positioning

  1. 1. Brand PositioningRiccardo Leumann
  2. 2. CultureAgendaIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  3. 3. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning“Skillful and devoted men and admirable organizations arestruggling to save the world Wild Life.They have the ability andthe will to do it but they tragically lack the support andresources.They are battling at this moment on many fronts andagainst many daily changing and growing threats.”- The Morges ManifestoFounding WWF documentIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  4. 4. The people
  5. 5. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningSkepticism amongst donors is increasingCurrent and prospect donors are skeptical about helping WWF.They feel like the company has grown too much. They are afraidthat their donations are not going to end up where they shouldand that they will use the money for less important operations,like home mail or higher payments for workers.“I am dismayed by the small percentageof donations that go to the programs. Ifyou go to their website, they claim that theyspend 84% of their budget on programs. Eitherthat’s an outright misstatement or they haven’tbeen checked out by CN lately. My cut-off is75%, so these people are off my list. Also,staff is too highly paid for a non-profit. “-Former donor“I gave $200 in early 2012 and every fewweeks received solicitations for more money.I saved every one of those mailings and theircombined weight over a year is a tad morethan 3 pounds.I am extremely unhappy andwill be giving elsewhere in future.”-Former donorIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  6. 6. Younger people (16-24) are more willing to get involved withthe organization, give their time and efforts rather than donatemoney. This could be a trend that will follow as they grow older,but it is common for this age group to want to help others,to want to do more for those that need more than themselves.“The real level of young people’sengagement with charity in the widersense is being underestimated bytraditional giving surveys and narrowapproaches to measurement, which rarelyinclude the type of activities mentioned bythe young people.”http://www.jrf.org.uk/sites/files/jrf/n22.pdf“Young people are engaged in a wide rangeof activities that could be described as ‘altruis-tic’,‘socially responsible’,‘ethical economics’,‘citizenship’ or ‘charitable’, but which may notnecessarily be counted under the more for-mal banner of ‘charity’.”IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningYounger people are more willing to volunteer
  7. 7. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningEven though younger people believe in helping, most of thedonations come from older people. These are the people thathave the money,but no time to give theirefforts.Theorganizationstheychoosehavemuchtodowiththeirpersonalexperience.“Research with adults has shown that givingis relatively strong around the age of 30and above, when adults become engaged inthe kinds of social and formal networks thatencourage giving and involvement.”http://www.bc.edu/content/dam/files/research_sites/cwp/pdf/Charitable.pdf“Charitable giving is found to increase withage up to approximately age 65. Giving andVolunteering in the US shows that the average dol-lar contribution increases from age 21 to 64 from aminimum of $698 to a maximum average of $1,781.”IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningMost of donations come from older supporters
  8. 8. The Category
  9. 9. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningThe importance of social media for non-profit organizations has growna lot in recent years. It is a way that people can stay in touch with theorganization and organizations can me more transparent to supporters.Even thou most non-profits think is important, WWF uses its socialmedia only as a tool to inform followers about donations; it doesn’thave any informations or updates on their current projects.“Young people want more information fromcharities about what is done with their moneyand how their donations effect change, and theybelieve that having more information wouldencourage them to give more in future.Thevast majority think that they will be engaged,giving both money and time in the future.”Independent Sector released suggestions from thePanel on the Nonprofit Sector about how toincrease accountability and nonprofitgovernance. Key recommendations followed bymany nonprofits included:Transparency – Provide detailed informationabout programs, measured outcomes, andfinancial management to the public by way ofannual reports, Web sites, and other means.http://www.jrf.org.uk/sites/files/jrf/n22.pdfhttp://na.sage.com/sage-nonprofit-solutions/product-support/resource-center/~/media/Category/Nonprofit/Assets/Documents/PDFs/WP_4ReasonsforTransparency.pdfIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningSocial media to provide more detailed information
  10. 10. “The public enjoys easier accessto nonprofit financial informationvia the Internet and a growing numberof organizations competing for theircharitable dollars each year”“Social media starting to edgeout email in importance tononprofit marketers.In-person events and media relationsgrowing in importance to nonprofits;print marketing falling.Nonprofits most likely to experimentwith Pinterest in 2013. Second placetie: Google+, LinkedIn,YouTube.International nonprofits most likely tosay blogging, social media, and video arevery important common tools for 2013.”http://na.sage.com/sage-nonprofit-solutions/product-support/resource-center/~/media/Category/Nonprofit/Assets/Documents/PDFs/WP_4ReasonsforTransparency.pdfIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  11. 11. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningThe Culture
  12. 12. The culture surrounding charities is changing. More and morepeople want to volunteer and see for themselves what the organi-zations and people are doing. Volunteering brings people close toorganizations. It gives them a better knowledge of the needs of theorganization, make them more likely to identify with and supportthe mission of the organization. People that do volunteer work withorganizations are more willing to give money and time in the future,to have a deeper relationship with them.“Larger charities are also noticing an increase in the number ofpeople willing to volunteer. Last year the Royal National Institute ofBlind People (RNIB) brought in 1,000 new volunteers, but the traditionalvolunteer demographic is changing, which is influencing the way vol-unteer managers work.The charity is seeing more volunteers who areprofessionals who have been made redundant or are career changers,looking for short-term volunteering opportunities.”http://www.guardian.co.uk/voluntary-sector-network/2012/apr/25/governance-and-management-charitiesIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningVolunteering brings organizations and people closer together
  13. 13. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning“Those who volunteer also give more money tocharity than those who do not. Volunteer givingis always associated with charitable contributionsthat are two to four times higher than non-vol-unteers.Not only do households where membersvolunteer give larger dollar amounts to18 charity,they also have higher participation rates in char-itable giving (94% versus 82%) and contributinghouseholds where members volunteer give morethan twice the percentage of income to charity”“Volunteering and charitable giving bring do-nors into contact with an organization,givethem a better knowledge of the needs of theorganization,make them more likely over time toidentify with and support the mission of the orga-nization,and to be asked by the nonprofit orga-nization to contribute either time or money.As avolunteer,proximity to the organization allows thedonor to see in person just how the organization isutilizing funds,thereby building confidence in anorganization.”http://www.bc.edu/content/dam/files/research_sites/cwp/pdf/Charitable.pdfIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  14. 14. The competitors
  15. 15. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningMost of our competitors have specific goals towards wildlife aroundthe globe. They focus on climate change, procreation of wildlife,education and preservation. Even thou they seem similar to WWF,they have completely different visions and ways to execute them.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningOur competitors are smaller and more specific
  16. 16. Defenders of Wildlife is a much smaller company that focuses on thereestablishment of gray wolves.Its objectives surround the procreationand preservation of animals rather than on their habitats,when it’sproven a waste of capitalwhenhumanactivitywillkeepondestroyingit.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningDefenders of Wildlife
  17. 17. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningNational Wildlife Federation focuses on finding Solutions to theClimate Crisis.Global warming is the single biggest threat to wildlifeand wild places.The impacts of global warming,caused by increasedcarbon pollution,are already being felt:more droughts,food andwater shortages,severe weather,and habitat loss.At the same timethat global warming threatens our future,we as a nation are losing ourconnection with nature,connections that foster healthy children andan appreciation for the natural world.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningNational Wildlife Federation
  18. 18. The Wildlife Conservation Society has the clear mission to save wildlifeand wild places across the globe.During our 115 years,we have forgedthe power of our global conservation work and the management of ourfive parks in New York City to create the world’s most comprehensiveconservation organization.They currently manage about 500 conserva-tion projects in more than 60 countries;and educate millions of visitorsat our five living institutions in New York City on important issues af-fecting our planet.Our parks include:the Bronx Zoo,New York Aquari-um,Central Park Zoo,Prospect Park Zoo and Queens Zoo.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningWildlife Conservation Society
  19. 19. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningThe International Fund for Animal Welfare saves animals in need allaround the world.With projects in more than 40 countries,we rescueindividual animals,campaign to prevent animal cruelty and advocatefor the protection of wildlife and habitats.“The organization could focus more on US,could get involved more in politically-charged scenarios.”“They could be stronger advocates for policies responding to climate change.”IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningInternational Fund for Animal Welfare
  20. 20. The Company
  21. 21. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningSince the WWF was founded in 1961,they have fought to protectendangered species by collaborating with the US Congress tosecure funding and further their mission,partnering with businessesto improve their practices,and doing community outreach to promotesustainable practices.To join the 1.2 million US members in helpingthe WWF meet their goal of conserving 19 of the world’s mostimportant natural places by 2020.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningBackground story
  22. 22. WWF is the world’s leading environmental conservation organization,is made up of a team of scientists,field staff,and policy makers thathave a global reach of 100 countries with nearly 5 million members.WWF does work on a much bigger projects than what ispossible portray to the public, like law enforcements, and makesure those promises are being kept.In recent years, WWF have been working on large scale programsand working with government to implement new regulations andprograms to ensure protection areas.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningAbout us
  23. 23. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningBrand pillars
  24. 24. Spokespeople for those that can’t defend themselves.WWF is a symbol for what nature has been going through.Weare the hands and voice of those that are currently under attackof the harmful ever growing of advancement of civilization.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  25. 25. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningWe are focused on the conservation of natural habitatsIn the speed that nature is being taken over,we want to make sure nomore damage is done.We are focused in conserving the natural habi-tats that we currently have and provide a better future for all living be-ings and nature before its too late.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  26. 26. Education of future generationsWe are always looking to the future.We want to make sure our futureis in good hands and the only way to do that is through education.When we educate our future generations about endangered speciesand natural habitats we can only assume that they will have a betterattitude towards the planet then we have right now.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  27. 27. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningWe inspire the futureWe are always looking for the future and long-term results.We be-lieve that the solution is not about turning back the clocks,but findingsolutions in our current world that both nature and civilization couldbenefit from and live in harmony together in the same planet.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  28. 28. Brand pillarsSpokespeople for those that can’t defend themselves.We are focused on the conservation of natural habitatsEducation of future generationsWe inspire the futureIntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  29. 29. Dependson donorsGovernmentsupportedInfluence onlocal scaleInfluence onglobal scale
  30. 30. CultureDependson donorsGovernmentsupportedInfluence onlocal scaleInfluence onglobal scale
  31. 31. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningPositioning
  32. 32. World Wildlife Fund is the largest advocate for wildlife in the worldworking on every level of conservation and preservation. Fromvolunteers on site making sure destruction doesn’t go any further torepresentatives in the government affecting environmental policy, weare the only ones with the power and structure capable ofinfluencing and inspiring a better future for our planet wherehumans and animals can live in harmony.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  33. 33. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningPromise
  34. 34. “ A future in which humans live in harmony with nature “We envision a world where animals and humans can live inharmony. Where technology doesn’t bring more destruction,but rather made possible to revert the process.In this future,thegovernmentrespectsthe laws made to conserve the Earth’sbiodiversity and support laws to make sure progress is being made.It will also be a very inspiring future. More people will beeducated on how fragile our world really is and will have amore“proactive”attitude towards doing what they believe isright.Not doing what they are told,but rather getting informedabout what they care and make decisions based on that.Oncethisworldbecomeslikethat,wewillbeablesayourjobisdone.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  35. 35. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningPersonality
  36. 36. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningRespectfulInspiringMotivationalHumane
  37. 37. IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningManifesto
  38. 38. We are not just the people working in offices, makingprogress on policy changes to guarantee the worldfauna will still exist tomorrow.We are also not only the people fighting in the frontline,sweating and getting our hands dirty to preserve whatlittle nature we have left.We are also not just the professors and volunteers trav-elling around the globe to inspire future generations tocare more than we do now.We are not only them, but so much more. We are youngand we are old. We are the environmentalists and all ofour donors. We are the not-so-carefree youth that wantssomething greater. We are the everyday people who seethat nature can’t defend itself against civilization.We all are World Wildlife Fund.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioning
  39. 39. Lorem Ipsum is simply dummy text of the printing and typesettingindustry. Lorem Ipsum has been the industry’s standard dummytext ever since the 1500s, when an unknown printer took a galleyof type and scrambled it to make a type specimen book. It has sur-vived not only five centuries, but also the leap into electronic type-setting, remaining essentially unchanged. It was popularised in the1960s with the release of Letraset sheets containing Lorem Ipsumpassages, and more recently with desktop publishing software likeAldus PageMaker including versions of Lorem Ipsum.IntroPeopleCategoryCompetitorsPillarsCultureCompanyPositioningMade by:Riccardo LeumannCreative branding and strategy

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