WWF's focus has evolved from its localized efforts in favour of single species that characterized WWF in the 1960s, to new horizons encompassing national, regional and global scales of complexity.
Focus of work today
"Our objectives have never been clearer - slow climate change
, reduce toxics
in the environment, protect our oceans
and fresh waters
, stop deforestation
, and save species
," says Dr Claude Martin, former Director General of WWF International. "Our great achievement over the past 40 years is spreading the message - through us people know that nature counts."
Effective ways of working
For WWF the answer lies in campaigning and lobbying, as well as working in the field. We can work with subsistence farmers on their land or Presidents in palaces to help achieve our goal of living in harmony with nature.
In the coming years WWF will continue to assume its role as a credible and influential global leader - influencing at the highest possible levels and at the same time staying firmly in contact with the realities on the ground
. WWF is about "doing conservation", not simply talking about it!
If you want to add your voice to WWF's lobbying activities go to wwf.panda.org/actioncenter
Become part of the solution
Our supporters (nearly five million throughout the world) have already done so much in the past to help us fight for nature. Without them we would never have achieved so much. Will you join them? We need your help to succeed.
To become a member of WWF or make a donation, visit the How You can Help section.