STRATEGY WWF FINLAND STRATEGY NATUREPL.COM/ERIC BACCEGA / WWF. People in harmony with nature

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1 STRATEGY NATUREPL.COM/ERIC BACCEGA / WWF WWF FINLAND STRATEGY People in harmony with nature

2 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 companies, 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 Global ecological footprint growth forecast to year 2050 calculated using the current rate of development 3 IF THE CURRENT DEVELOPMENT TREND CONTINUES, BY 2050 WE WILL NEED TO EQUIVA- LENT OF THREE PLANETS. Ecological Footprint (no. of planet Earths) Key Built-up land Fishing Forest Grazing Cropland Carbon 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 People in harmony with nature 2

3 2 Global biodiversity has declined by an average of 30% in the past four decades. Key High Income Middle Income Low Income Index Value (1970 = 1) 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. Ecosystem services = goods and benefits 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. WWF FINLAND STRATEGY People in harmony with nature 3

4 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 strategy of the WWF Network. WWF FINLAND STRATEGY People in harmony with nature 4

5 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 sector 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 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. ALL FOR A LIVING PLANET! 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 STRENGTH- ENED 1. PRESERVE NATURAL CAPITAL EQUITABLE RESOURCE GOVERNANCE 2. THE ECOLOGICAL FOOTPRINT IS SMALLER Produce better Consume more wisely ECOSYSTEM INTEGRITY PEOPLE LIVING IN HARMONY WITH NATURE FOOD WATER AND ENERGY SECURITY WWF FINLAND STRATEGY People in harmony with nature 5

6 ONE PLANET MODEL PRESERVE NATURAL CAPITAL 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 indispensable 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. Saimaa ringed seal Rhinoceros Tiger White-tailed eagle Salmon Tuna Arctic fox Baltic seals Orangutan Elephant Wolverine Lesser white-fronted goose Snow leopard Polar bear Freshwater pearl mussel River dolphin WWF FINLAND STRATEGY People in harmony with nature 6

7 ONE PLANET MODEL 2. THE ECOLOGICAL FOOTPRINT IS SMALLER Our ecological footprint work is focused on affecting change on both production and consumption. 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 selected 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. Particular efforts will be made to considerably reduce the ecological footprint, including carbon 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 People in harmony with nature 7

8 3. ONE PLANET MODEL THE GREEN ECONOMY IS STRENTHENED 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. 3. ONE PLANET MODEL EQUITABLE RESOURCE GOVERNANCE 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 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 People in harmony with nature 8

9 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 businesses, 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 We convince political decision-makers and companies We inspire and engage hundreds of thousands of Finns to further our goals WWF FINLAND STRATEGY People in harmony with nature 9

10 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 environmental 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 decisions 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 VOLUNTEERS volunteer work campers oil spill response team species work groups: Baltic Sea seals, freshwater 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 WWF FINLAND STRATEGY People in harmony with nature 10

11 BY SUPPORTING US, OUR FINNISH DONORS ARE GIVING US THEIR MANDATE TO ACT. PRIVATE SECTOR PARTNERSHIPS HELP US ACHIEVE OUR CONSERVATION GOALS. 2. WE INCREASE OUR INCOME EVENLY FROM DIFFERENT INCOME SOURCES 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 charities 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. 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 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. WE ARE PROUD OF EVERYTHING WE HAVE ACHIEVED. 4.FOR US, WE ARE THE BEST WORKPLACE IN FINLAND If we are to deliver excellent results, we need a committed, enthusiastic and highly competent 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 People in harmony with nature 11

12 WWF FINLAND 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 We increase our income evenly from different income sources 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