Pour affronter efficacement les enjeux environnementaux grandissants, le WWF doit continuer à croître en termes de moyens financiers privés. La forte notoriété du logo du WWF est un avantage mais elle est loin d’être suffisante.

1. The panda who
decided to develop
one’s muscles
… other than just doing kung fu

2. Once upon a time …
marketing day www.wwf.be Serge Schmitz – March 22, 2012

3. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
The WWF mission is …
To stop the degradation of the planet's natural environment and
to build a future in which humans live in harmony with nature, by :
 conserving the world's biological diversity
 ensuring that the use of renewable natural resources is sustainable
 promoting the reduction of pollution and wasteful consumption.
marketing day www.wwf.be Serge Schmitz – March 22, 2012

4. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
WWF (World Wide Fund for Nature) in short
+100
WWF is in over 100 countries,
+5000
WWF has over 5.000 staff
on 5 continents
worldwide
+3000
WWF has more than 3.000 +5M
projects on-the-go, WWF has over
in the field 5 million supporters
marketing day www.wwf.be Serge Schmitz – March 22, 2012

5. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
WWF in Belgium
10 million €
Budget 2012 from
+85.000 members
individuals, corporations
and institutions to sustain
the Belgian projects and
organization
1966
32 motivated staff
WWF-Belgium was founded
In 1966
marketing day www.wwf.be Serge Schmitz – March 22, 2012

6. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Nice mission, great organization but …
Very high notoriety … but limited knowledge by
the Belgians of what WWF is exactly doing
Objective #1 = clarify WWF perception,
focus on dynamism and efficiency
Income from individuals stagnated and attrition
increased
Objective #2 = optimise
fundraising opportunities
marketing day www.wwf.be Serge Schmitz – March 22, 2012

7. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Time to gym
marketing day www.wwf.be Serge Schmitz – March 22, 2012

8. Our
marketing
tools

9. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
The marketing tools we had
 Panda magazine
 direct mailing (7x yearly)
 website
 e-newsletter (10x yearly)
 press releases
 mass media campaign
 social media (facebook, YouTube)
marketing day www.wwf.be Serge Schmitz – March 22, 2012

10. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
marketing day www.wwf.be Serge Schmitz – March 22, 2012

11. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
marketing day www.wwf.be Serge Schmitz – March 22, 2012

12. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Custometer survey – oct 2011 – 456 interviews
28 min average reading time
Relayed characteristics :
dynamic, reliable,
human, efficient
8.6 recommendation score
Panda magazine du WWF Benchmark
marketing day www.wwf.be Serge Schmitz – March 22, 2012

13. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Direct Mailing
Testing has been a strong focus :
offer, size & format, tone of voice,
freemiums, …
Results are very positive :
+ 17% income
Frequence and segmentation will increase
Combination with e-mailing = extra 10 to 20% income
marketing day www.wwf.be Serge Schmitz – March 22, 2012

14. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Website
Very much instructive …
too much ?
marketing day www.wwf.be Serge Schmitz – March 22, 2012

15. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
New Website
marketing day www.wwf.be Serge Schmitz – March 22, 2012

16. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
New Website
marketing day www.wwf.be Serge Schmitz – March 22, 2012

17. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
The marketing tools we NOW have
 Panda magazine + poster + fiches
 direct mailing
 website
 e-newsletter (10x yearly) + e-touch points (welcome, events, birthday, surveys, good news, …)
 press releases ==> press relationship
 mass media campaign ==> 2 per year = Earth Hour + biodiversity
 social media (facebook, YouTube, twitter)
marketing day www.wwf.be Serge Schmitz – March 22, 2012

18. What offer
to whom ?

19. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Profiling & adapting the offer
Socio-demo Recruitment channel
“Grey” animal lovers (65+) face-to-face (street, door-to-door, event)
Beneficiary telemarketing
Grand-parents (50-65y)
for yourself paper (mailing, advertisement)
Parents (30-45y) with kids 7-12y
for others screen (e-mail, web)
Kids 7-12y
AV media (TV, radio)
Level of engagement
signing petition Motivations
subscribing to e-news Environment
project-based giving Climate
regular giving (member, adopter) Endangered species
after-death giving Sustainable development
marketing day www.wwf.be Serge Schmitz – March 22, 2012

20. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Profiling &
adapting the offer
Regular support
of species
Regular support
of the organization
Subscription to
Panda magazine
One-off support
of project
marketing day Legacy Serge Schmitz – March 22, 2012

21. Channel
is
Channel

22. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
Channel is channel
Recruitment channel Relationship channel
Face-to-face
Voice (f2f, tel, radio)
Telemarketing
Direct mailing Paper (mailing, advertisement)
Online Screen (large or small)
AV media (radio, TV)
marketing day www.wwf.be Serge Schmitz – March 22, 2012

23. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
marketing day www.wwf.be Serge Schmitz – March 22, 2012

24. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
marketing day www.wwf.be Serge Schmitz – March 22, 2012

25. The panda who decided to develop one’s muscles
or how WWF adapted its offer to various targets and channels
marketing day www.wwf.be Serge Schmitz – March 22, 2012

26. Saturday 31/3 – 20.30
Switch OFF the light + Switch ON Green Energy
www.wwf.be/earthhour