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A strategic planning toolkit to drive global stakeholder engagement

WWF is a Swiss-based international NGO founded in 1961, and operating in over 100 countries. It works to preserve wilderness and reduce human impacts on the environment.

WWF’s ‘Truly Global’ programme aims to drive the evolution of the WWF Network to enhance its ability to deliver outcomes and impacts, and share sustainability priorities in a way that drives engagement and action. We have worked with WWF on a number of insight-based transformational initiatives that underpin Truly Global, including ‘Critical Contributions’.

Critical Contributions empowers WWF country offices to maximise the fundraising and ecological impacts of their activities by defining their most compelling priorities, and aligning them to the wider value they bring to the WWF Network.

We developed a strategic planning toolkit and bespoke infographics to drive participation and help each office define its sustainability strategy and tell the story of its own critical contribution in an engaging and eye-catching visual snapshot.

We also used the Critical Contributions visual language to create an engaging animated film to bring to life WWF’s New Funding Model and shape thinking around its implementation. This has been rolled out across the Network and is now helping employees to embrace the new Model, and support the delivery of maximum global conservation impact.



WWF offices in 18 countries piloted the critical contributions framework, from Europe to the Americas to South and East Asia.


In the six months following the successful pilot, 62 of WWF’s national offices rolled out the critical contributions framework.