Case Study: WWF – Corporate Engagement Policy Review

WWF, a charity with 5 million supporters, is the world’s largest and most experienced independent conservation agency, working on both global and local environmental issues. WWF-UK has a clear policy of engaging companies in order to both raise money and exert influence over their behaviour. In order to explore the vital question of how to manage its policies and relationships with the corporate world, WWF-UK commissioned nfpSynergy to conduct a 360° review of its corporate engagement policy to gauge perceptions, explore comprehension and make recommendations related to these policies and its work with the corporate sector in general.

We responded to this challenge using a combination of qualitative and quantitative research methodologies, including in-depth expert interviews with senior WWF-UK staff members (from corporate fundraising and policy), environmental journalists, corporate executives and senior staff members from other environmental NGOs. This process included staff consultations or open forums open to all staff members and a comprehensive quantitative survey among current supporters of WWF-UK.

Our research enabled us to provide WWF-UK with key insights on a range of issues, including attitudes towards corporate engagement, perceptions of WWF-UK, awareness of and satisfaction with WWF-UK’s existing corporate partnerships, and recommendations for future corporate partnerships.

Our research on this project enabled us to provide WWF-UK with detailed analysis of stakeholder perceptions and clear recommendations for future strategic planning in corporate engagement.