STRATEGY
2015-2020
© NATUREPL.COM/ERIC BACCEGA / WWF
WWF FINLAND
STRATEGY
People in harmony with nature
2015-2020
WHY WE ARE NEEDED MORE THAN EVER
OUR TASK IS TO STOP BIO­
DIVERSITY LOSS AND BUILD
A FUTURE IN WHICH HUMANS
LIVE IN HARMONY WITH
NATURE.
Our mission is to stop the degradation of the natural environment and build a future in
which people live in harmony with nature. WWF Finland has since its establishment
achieved significant conservation wins both in Finland and internationally. As part of
WWF’s global Network we are involved in influencing political decision making, carrying
out effective field operations and working together with a wide variety of private compa­
nies, other organizations and volunteers. However, as biodiversity loss continues and the
human ecological footprint both in Finland and globally remains disproportionately large,
it is clear that we must continue to work even more effectively and to seek new working
practices to reverse the trend of unsustainable development.
Biodiversity and healthy ecosystems are fundamental for human health, well-being and
security. Our current lifestyle is a threat to biodiversity and, consequently, to the ecosystem
services from which we currently benefit. In 2013 Finnish people consumed three times more
energy and other resources than is globally sustainable. Globally the human ecological footprint is currently one and a half times greater than what the planet can support. If we continue on this path, we will need the equivalent of two planets by 2030 to satisfy our demand and
nearly three by 2050.
Global ecological footprint growth forecast to year 2050
calculated using the current rate of development
IF THE CURRENT
DEVELOPMENT TREND
CONTINUES, BY 2050 WE
WILL NEED TO EQUIVALENT OF THREE
PLANETS.
Ecological Footprint (no. of planet Earths)
3
2
Key
1
Built-up land
Fishing
Forest
Grazing
Cropland
0
Carbon
1961
1970
1980
1990
2000
2008 2015
2030
2050
Year
(Source: Living Planet Report 2012)
According to the WWF Living Planet Index unsustainable exploitation of natural
resources has led to a 30 per cent global decline in biodiversity over the past 40 years. In the
same time period biodiversity declined by 60 per cent in the tropics. The decline is primarily due to rising consumption in developed nations such as Finland, the effects of which are
being felt across the world, including in the tropics. What this means is that biodiversity loss,
and the decline in related ecosystem services, have a direct impact on the world’s poorest
populations, whose survival is most directly dependent on them.
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
2
Global biodiversity has declined by an average
of 30% in the past four decades.
Key
High Income
2
Middle Income
Index Value (1970 = 1)
Low Income
1
0
1970
1975
1980
1985
1990
1995
2000
2005 2008
Year
(Source: Living Planet Report 2012)
If we want to reverse the decline in the Living Planet Index, bring our ecological footprint
down to within planetary limits, avoid harmful human-induced climate change and act in accordance with the principles of sustainable development, we must recognise that the planet’s
resources are finite and place the limitation of the natural capital at the centre of our economies, business models and lifestyles.
THIS TREND
CAN BE REVERSED.
WHITE-TAILED EAGLE
5 –> 410
SAIMAA RINGED SEAL
150 -> 310
At WWF, we believe that the only alternative available to us is to reverse the current trend
urgently and decisively, to ensure that by 2050 we no longer exceed the world’s biocapacity.
The goal is a realistic one if all parties are committed to change. That is why the role of WWF
in promoting the well-being of people and nature is more important than ever before. People
bear the responsibility to conserve the planet’s diversity of species and habitats also because
of their intrisic value alone.
The role of WWF Finland as the leading conservation organisation in Finland is to lead the
way, bring people together and identify comprehensive solutions in cooperation with others.
There is hope. We began protecting the White-tailed eagle in the Baltic Sea region in 1973
when only five chicks were hatching annually. In 2013, a record-breaking 410 eagle chicks
were counted. When we pioneered efforts to protect the Saimaa ringed seal endemic to Lake
Saimaa in Finland, the entire population was down to just 150 individuals. In 2013, the
Saimaa ringed seal stock had risen to 310. We have also been successful in promoting solar
and wind power in Finland as well as climate friendly diets.
Together with WWF network we have been successful in Himalayas, Borneo and coastal East
Africa; the wellbeing of people and nature has increased.
GLOSSARY:
Ecological footprint = a measure of
how much land and water is required to
produce the resources people consume
and to absorb the carbon dioxide generated by fossil fuels.
Biodiversity = the genetic diversity
within a species, the size and number
of the populations and the size and
diversity of the habitats.
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
Ecosystem services = goods and be­
nefits obtained directly from ecosystems, such as clean water, medicines,
raw materials, etc.
WWF Living Planet Index = is a measure of biodiversity. It tracks the annual
rate of population change for over 2,500
vertebrate species. It incorporates data
on more than 9,000 populations.
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WWF FINLAND - OUR REGIONAL PRIORITIES
OUR PARTNERSHIP
WITH FINLAND’S
MINISTRY OF FOREIGN
AFFAIRS SIGNIFICANTLY
INCREASES OUR
ABILITY TO OPERATE
AS A TRULY GLOBAL
WWF OFFICE.
We want to be a stronger player than ever before. Our partnership with Finland’s Ministry of
Foreign Affairs is a significant change and an opportunity for our international operations.
We have selected WWF Finland’s focus areas by prioritising regions where the WWF Network
requires our support and in which we will be able to make the largest possible contribution.
THE ARCTIC
FINLAND
THE BALTIC SEA
EASTERN HIMALAYA
India
Nepal
Bhutan
COASTAL EAST AFRICA
Tanzania
Mozambique
BORNEO
Indonesia
To ensure that we work as effectively as possible, we are expanding our international operations as part of the wider WWF Network. We will continue and expand our long-term activities is coastal East Africa, the Himalayas and Borneo. The Arctic is our new priority area. Our
chosen international priority areas form part of our partnership programme with the Finnish
Ministry for Foreign Affairs, excluding the Arctic and the Baltic Sea. In addition to WWF’s international priorities, we will be continuing our wide-ranging activities in Finland, the focus
being in forests, climate, energy and commodities.
In addition to our own strategic priorities we will also be supporting the Truly Global stra­
tegy of the WWF Network.
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
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WWF FINLAND’S TARGETS FOR 2020
All offices in the WWF Network are committed to do their best in order to stop the decline in
biodiversity and to reduce the size of the human ecological footprint. All offices around the
world work in a wide variety of ways; influencing political decision-makers, the private sec­
tor and other organisations as well as the choices made by individual people. We also carry
out significant practical work as part of our field operations.
WWF Network objectives
BIODIVERSITY
By 2050, the biodiversity of the most outstanding natural places on Earth will be
conserved and carefully managed, and the
natural stocks of ecologically, economically
and culturally significant species will have
returned to sustainable levels. In order for
this goal to be achieved, biodiversity decline should halt by 2020.
ALL FOR A
LIVING PLANET!
ECOLOGICAL FOOTPRINT
By 2050, the consumption of natural resources has reduced so that the ecological footprint is within the Earth’s capacity
to sustain life, and the natural resources of
our planet will be shared equitably. In order for this goal to be achieved, consumption should fall below its 2000 levels by
2020 and continues its downward trend.
The One Planet model developed by the WWF Network sets out the measures and solutions
that are required for WWF’s goals to be achieved. WWF Finland uses a localised version of
the model as a framework in its own activities by prioritising activities that will deliver the
most effective results. Protecting biodiversity is vital for the health and well-being of people
and nature alike. A thriving nature is needed to ensure that ecosystem services can continue
to flow and there is enough food, clean water and energy to meet the needs of both current
and future generations. One of the most important ways to protect biodiversity is to reduce
consumption and, with that, the human ecological footprint. This can be achieved with
measures that support the green economy and facilitate a more equitable distribution and
management of natural resources.
ONE PLANET MODEL
3. THE GREEN
ECONOMY IS
STRENGTHENED
1.
PRESERVE
NATURAL
CAPITAL
4. EQUITABLE
RESOURCE
GOVERNANCE
2.
2. THE ECOLOGICAL
FOOTPRINT IS SMALLER
Produce better
Consume more wisely
ECOSYSTEM
INTEGRITY
FOOD WATER AND
ENERGY SECURITY
PEOPLE LIVING IN HARMONY
WITH NATURE
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
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ONE PLANET MODEL
3.
1.
2.
1. PRESERVE NATURAL CAPITAL
4.
The diversity of species and habitats must be protected and restored both because of their
intrinsic value and to safeguard ecosystem services for people. Wellbeing of nature is indis­
pensable to all life.
Our aim:
To ensure that sites and species important for biodiversity are more effectively protected and
restored in Finland and in WWF Finland’s international priority areas to safeguard ecosystem services. As a result, biodiversity loss in these areas will have been halted.
BY 2020
THE DECLINE OF
BIODIVERSITY WILL
HAVE BEEN STOPPED
IN WWF FINLAND’S
PRIORITY AREAS
To achieve our aim, we are directing our efforts in Finland at the Baltic Sea, forests, cultural
landscapes, the Arctic environment, rivers as well as endangered species. In our international
projects in Himalayas, Coastal East Africa and Borneo we are focusing on improving forests,
and watersheds management, and protecting endangered species and their habitats.
BY 2020, OUR PRIORITY SPECIES AND THEIR HABITATS WILL HAVE BEEN CONSERVED
OUR PRIORITY SPECIES IN FINLAND
AND THE BALTIC SEA
OUR PRIORITY SPECIES IN THE HIMALAYAS,
BORNEO, AFRICA AND THE ARCTIC.
Rhinoceros
Saimaa ringed seal
Tiger
Salmon
Tuna
White-tailed eagle
Orangutan
Arctic fox
Baltic seals
Lesser
white-fronted
goose
Elephant
Snow leopard
Wolverine
Polar bear
Freshwater pearl mussel
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
River dolphin
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2. THE ECOLOGICAL FOOTPRINT IS SMALLER
ONE PLANET MODEL
3.
1.
2.
4.
Our ecological footprint work is focused on affecting change on both production and consump­
tion. The environmental impacts of production must be reduced and consumption rationalised.
A. Produce better
Smart raw material choices and resource-efficient production methods will help bring
our ecological footprint down to within planetary limits. They will significantly reduce
human consumption of water, energy and other resources as well as limiting land use.
Our aim:
Energy and resource consumption will have dropped thanks to increased resource efficiency
within the production chain. Renewable energy, notably wind and solar, will have replaced
a significant proportion of energy from fossil sources. The responsible production of selec­
ted key goods, including bioenergy, forest products and fish, will have risen significantly in
Finland, in WWF Finland’s priority areas and in international settings overseen by Finnish
private sector actors.
In order to achieve this aim we will work together with companies and other organisations to
encourage the adoption of renewable energy sources and to improve sustainabile production of
fish and forest products in Finland and in WWF Finland’s priority areas.
B. Consume more wisely
The consumption of natural resources should not exceed their ability to regenerate. Par­
ticular efforts will be made to considerably reduce the ecological footprint, including car­
bon footprint, of people living in high income countries.
Our aim:
Consumption by private individuals and the corporate sector will be showing a trend towards
smart raw material choices and reduced ecological footprints. By 2020, resource consumption will be significantly lower compared with current levels.
GREEN
OFFICE
A WWF INITIATIVE
TO REDUCE
ECOLOGICAL
FOOTPRINT
To achieve our aim, we are working to promote more sustainable consumer behavior in Finland, particularly with regard to food and energy. We will also work together with businesses
and other organisations to reduce their consumption levels. This will be done through our
Green Office programme and other initiatives. Furthermore, we will work to ensure that the
demand for significant goods, such as soya and palm oil, used by Finnish industry, does not
jeopardise biodiversity. With regards to water consumption, we will promote a responsible
attitude among Finnish businesses in our international priority areas.
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
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3. THE GREEN ECONOMY IS STRENTHENED
ONE PLANET MODEL
3.
1.
2.
4.
The benefits of biodiversity must be valued alongside with economic and social benefits.
We must move away from current decision making that value GDP over other indicators
of well-being.
Our aim:
Environmentally harmful economic incentives will have been replaced with environmentally
sustainable alternatives. The WWF Network’s model for a green economy has been adopted in
Finland and in WWF Finland’s international priority areas. WWF Finland maintains a position
as a highly regarded expert organisation providing practical solutions for the green economy.
To this end, we will be working with Finnish political decision makers and business leaders
to increase their awareness of green economy. We will propose practical measures to implement a green economy.
ONE PLANET MODEL
3.
1.
2.
4. EQUITABLE RESOURCE GOVERNANCE
4.
We will only be able to meet the basic needs of all human beings if natural resources are
equitably distributed and managed. What is required are global and national borders and
measures that ensure equitable access to food, water and energy for all.
Our aim:
Political structures, legislation and norms will be better placed to ensure the sustainable use
of natural resources in Finland, in EU politics, and in WWF Finland’s international priority
areas. The well-being of the people living in our international priority areas will have seen
tangible improvements thanks to the more equitable management of natural resources.
In order to achieve this aim, we will work towards a new climate treaty and achieve full
implementation of the provisions contained in the Convention on Biological Diversity (CBD).
We will also influence the United Nations Post 2015 Agenda strategy as well as Europe’s
post-2020 climate and energy policies. We will seek to influence the Baltic Marine Environment Protection Commission (HELCOM) and the Arctic Council during Finland’s next
chairmanship 2017-2019.
In our international priority areas we enhance capacity of flocal communities and orgnisations to influence legislation and policy. This promotes tangible improvements to people’s
well-being through new and environmentally sustainable livelihood opportunities.
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
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INFLUENCE THROUGH
JOINT PRACTICES
To achieve our conservation goals, we have defined joint practices to which all WWF
Finland’s employees are committed. Our joint practices help to maximise our ­impact,
our internal cooperation, and the commitment of the whole staff to our strategy.
1. We inspire and engage hundreds of thousands of Finns, and we convince political
­decision-makers and company directors.
2. We increase our income evenly from different income sources.
3. We manage our funds responsibly.
4. For us, we are the best workplace in Finland.
BY WORKING
TOGETHER WE ACHIEVE
PRACTICAL SOLUTIONS
AND CONCRETE
RESULTS
1. WE INSPIRE AND ENGAGE HUNDREDS OF THOUSANDS OF FINNS,
AND WE CONVINCE POLITICAL DECISION-MAKERS AND COMPANY DIRECTORS
We will define the goals and target groups of each action more precisely than before. We
are characterized by our cooperativeness and solutions-focused approach, and we will
further develop these strengths. We believe that it is possible to implement solutions based
on the “one planet” model together with people, political decision-makers, officials and busi­
nesses, as well as the media and other organizations (such as municipalities, associations,
schools and research institutions).
ALL OF OUR
ACTIONS AND
COMMUNICATION ARE
BASED ON TARGET
GROUP THINKING
We aim to achieve our conservation goals more efficiently by focusing on target groups. The
broadest possible supporter base made up of individuals – hundreds of thousands of Finns
– increases our power to influence political decision-making and corporate cooperation, and
promotes the achievement of our conservation goals. Nature conservation is long-term work.
We need lots of committed people.
The most
urgent problems
threatening the
wellbeing of nature
and people
Solutions based
on WWF’s one
planet model
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
We convince
political
decision-makers
and companies
We inspire
and engage hundreds
of thousands of Finns
to further our goals
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Our values and guiding principles make us unique
OUR VALUES:
OPTIMISTIC,
KNOWLEDGEABLE,
DETERMINED,
ENGAGING
OUR GUIDING
PRINCIPLES:
CONNECTING,
SOLUTION FOCUSED,
INTERLINK APPROACH,
LEADING
• The WWF Network’s brand, common values and guiding principles steer all that we do.
We put special emphasis on cooperativeness and solutions-focused approach. As a small
and agile office, we are able to react quickly to changes in the environment.
• We are the world’s most influential international environmental organization,
whose opinions and results are held in high regard.
• We inspire and engage hundreds of thousands of Finns to lead sustainable lives, and to
support and take part in our work. We concretize our mission, to build a future where people
live in harmony with nature, by emphasizing the significance of nature not only for its intrinsic
value but also from the perspective of its beneficial effects on peoples well-being and health.
• We are the first choice for Finns wanting to support an international environ­
mental organization that achieves results, focuses on solutions and engages in
well-functioning cooperations.
• We convince the most important political decision-makers and companies of
the urgency of finding and implementing solutions to ensure the well-being of people and
nature. We present realistic, comprehensive, and science-based solutions that can be implemented immediately.
• Our experts are invited to join the most significant working groups where deci­
sions are made to support our conservation goals.
• We strengthen our partnerships with companies and increase their impact by raising the companies’ target levels in matters that are crucial for our conservation goals.
• Responsible companies want to cooperate with us because we are a critical but
constructive partner.
TOGETHER WE
MAKE IT POSSIBLE
• We strengthen our cooperation with other organizations (e.g. municipalities,
associations, schools and research organizations) as an integral part of influencing our
priority target groups.
• We are a desired partner that produces added value.
• We improve our visibility and increase people’s awareness of what we do through environmental education, communications and marketing, as well as theme years and campaigns. We will also increase our cooperation with the media.
• We are invited as key speakers to various events and media interviews.
SUPPORTERS
WITHOUT OUR
SUPPORTERS,
CONSERVATION
VICTORIES WOULD
NOT BE POSSIBLE.
DONORS
• regular monthly or annual donors
• one-time donors
• gifts
• major donors
• legacies
• lottery ticket buyers (supporting the Saimaa
ringed seal)
• school pupils donating the pay for a day’s work
• online store customers
• companies, communities, and their staff/
members
FOLLOWERS AND FANS
• people who live responsibly
• people who sign our petitions
• followers and distributors of our messages
• participants in events, campaigns and theme
years
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
VOLUNTEERS
• volunteer work campers
• oil spill response team
• species work groups: Baltic Sea seals, fresh­
water pearl mussels, lesser white-fronted
geese, sea eagles
• nest counters, nature surveyors, experts
• WWF ambassadors
• participants in events, campaigns and theme
years
• social fundraisers on the Oma Panda platform
COMPANIES
• partner companies and their staff committed to
environmental pioneering
• companies participating in WWF’s campaigns
and other actions
• companies supporting WWF’s work financially
• Green Offices and their staff
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2. WE INCREASE OUR INCOME EVENLY FROM DIFFERENT INCOME SOURCES
BY SUPPORTING
US, OUR FINNISH
DONORS ARE GIVING
US THEIR MANDATE
TO ACT.
We will ensure that WWF Finland has the best possible means of continuing to achieve
successful conservation outcomes in an environment where the competition between char­
ities and charitable projects is increasing and the overall financial outlook remains poor.
Our key funding sources are private individuals, Finland’s Ministry of Foreign Affairs and
commercial partnerships.
• We are all responsible for ensuring that high-quality fundraising strategies are in place
and we are committed to responsible fundraising. Our aim is to secure a strong growth.
• We will enhance the role of private donors as a key source of income. By offering us
their financial support, our donors are giving us a mandate to act on their behalf to promote
the well-being of humans and nature.
PRIVATE SECTOR
PARTNERSHIPS HELP
US ACHIEVE OUR
CONSERVATION GOALS.
• To minimise the risks and maximise our influence, we will seek to raise private funds
from a variety of sources and a mixture of donor groups. We will place particular emphasis
on attracting and retaining regular donors, also known as sponsors, as they are a source of
regular income that enables predictable income. In addition, we are developing a new legacy
concept as well as new approaches to working with major donors. We will motivate people
who make one-off donations and engage with us in social media to become regular donors.
• Private sector partnerships, can help support our fundraising efforts and lead to better
conservation outcomes. We will prioritise partnerships with businesses and other entities
that are relevant for our conservation goals or can help us meet our “hundreds of thousands
of Finns” target. We will expand the number of WWF Green Offices in Finland and will share
our expertise by offering our Green Office concept for wider use within the international
WWF Network.
• Public sector funding is set to increase during this strategic plan due to new partnership
with Finland’s Ministry of Foreign Affairs. The first phase of this partnership concludes in
2017. We will submit a new partnership application during this strategic period. We will
also seek funding from other, carefully selected, public and charitable organisations.
3. WE MANAGE OUR FUNDS RESPONSIBLY
Responsible financial management is at the very core of our operations.
RELIABLE
COST-EFFECTIVE
TRANSPARENT
• In accordance with the WWF Network principles, we spend at least 70% of our total expenditure on conservation activities and related communications, a maximum of 20% on
fundraising and 10% on finance and administration.
• We make cost-effective and targeted use of the funds at our disposal.
• In light of the weak economic outlook, we have taken action to ensure that our reserve fund
in each financial period is equivalent to at least six-months’ operating expenditure.
4.FOR US, WE ARE THE BEST WORKPLACE IN FINLAND
WE ARE PROUD
OF EVERYTHING
WE HAVE
ACHIEVED.
If we are to deliver excellent results, we need a committed, enthusiastic and highly compe­
tent staff as well as a positive working environment. Constructive self-criticism forms part
our organisational development activities.
In 2009, we set ourselves the target of becoming the best place to work in Finland, with an
emphasis on mutual respect and trust. We have now achieved this goal and maintaining it is
one of our key aims. This also means that WWF Finland is now a more highly-regarded and
sought-after employer and this supports our efforts to recruit top tier candidates.
WWF FINLAND STRATEGY 2015–2020 • People in harmony with nature
11
WWF FINLAND 2015-2020
Conservation goals
of the WWF Network:
biodiversity is protected and the ecological footprint is
smaller
Our regional priorities:
the Arctic
Finland
the Baltic sea
Eastern Himalaya
Borneo
Coastal East Africa
We manage
our funds
responsibly
We inspire and
engage hundreds of
thousands of finns, and
we convince political
decision-makers and
company directors
For us, we are
the best workplace in Finland
Why we are here
To stop the degradation of the planet’s natural environment and
to build a future in which humans live in harmony with nature.
wwf.fi
© WWF Finland 2014
We increase our
income evenly from
different income
sources