How we raise & spend donations

The majority of WWF's funds - two-thirds - are donated by individual supporters, generous people like you across New Zealand who fund our conservation projects. We are grateful to everyone who donates to our cause, in whatever way they can.

We also receive funding from the WWF Network, private foundations, trusts & grants, corporate sponsors and earned income. You can click this link to read our latest annual report, which gives a breakdown of funds. 

Your donations mean we are able to have a powerful impact in protecting endangered animals and defending our natural world.  We ask people to contribute to a specific conservation cause through our telephone, face-to-face and postal campaigns. We also ask people to become regular supporters of WWF's work, and make a contribution on a regular basis. 

All donations are important - without the generosity of you, our supporters, we simply wouldn't exist. 

Your support is critically important to our ability to campaign. The more people on whose behalf we speak, the more influential we are in persuading governments, businesses and communities around the world to reduce their impact on our planet’s natural environment. Regular givers in particular give us reliable, long-term income which is vital for successful conservation work. 
© Klein & Hubert/ WWF
© Klein & Hubert/ WWF

Our fundraising teams

We partner with specialist fundraising companies which run some campaigns on our behalf. We've found this is the most cost-effective and practical way for us to generate funds. It means our staff can focus on what we do best and ensure the money raised is used as effectively as possible.

Our fundraising teams are an important part of WWF-New Zealand's work, and we train our fundraising teams to operate by WWF’s own values, and engage with people in a respectful way.

© Equality Marketing
© Equality Marketing

Regular supporters - how your donations fund our work

When you sign up to become a regular supporter of WWF, either online, through filling in a form and posting it to us, or by signing up with one of our door-to-door or phone fundraisers, all of the money you donate comes to WWF.

The vast majority of our funds are donated by generous New Zealanders, people who make regular contributions to fund our work to protect nature here in New Zealand and around the world.

All fundraising methods have a cost, and the average cost of recruiting a new supporter through our door-to-door teams is 20-25% of the average contribution of a donor. WWF is a member of the Public Fundraising Regulatory Association (PRFA), and we comply with their code of conduct which is available here.

Along with directly funding our conservation programme, a proportion of your donation also goes to fund our operational costs - administration, marketing & communications, and fundraising. All parts of our organisation are essential to delivering our conservation programme - if we didn't raise funds, or employ staff to process donations, we wouldn't be able to run campaigns to protect wildlife and wild spaces. You can find more details of how we invest funds in our annual report.
© Lee Barry
© Lee Barry

How we keep supporters informed

We brief our fundraising teams to explain to you how we intend to spend your donations.

New regular givers receive welcome packs with information about the conservation programmes they are supporting.

We also update you on how your funds are being spent through letters & receipts, and through our Living Planet newsletter which we send out to our regular supporters, with news and information about current campaigns and programmes. We also send out regular e-newsletters which include links to our Facebook & Twitter profiles which are a fresh news stream about the progress of our campaigns.

If you have any questions you would like us to answer, or thoughts on how we can improve how we communicate to you about how your donations are spent, please do get in touch with us, either over email - – or call our team on 04 499 2930 between 8.30am and 5pm Monday to Friday.

Thanks again for supporting WWF to protect our living planet.  
Sam Flynn Scott is among over 50,000 New Zealanders speaking out for the last 55 Maui's dolphins 
© Louise Hatton Photography / Lisa Nicole Moes Illustration
© Louise Hatton Photography / Lisa Nicole Moes Illustration