Orangutans are good news for WWF's balance sheet.

25 + years, tens of millions of pounds of donors money spent, and numerically speaking not a single tiger saved - but when did inconvenient facts like this ever prevent WWF asking for more money to waste on salaries, reports, travel, etc? Thousands of tigers have been killed during WWF's massive Save the Tiger Campaign.

And now, never an organisation to miss out on a good money-earner WWF is continuing to encourage people to adopt orangutans as well as tigers. How many orangutans have WWF saved with their campaign so far? How much of donors money do they pay their advertising agency? WWF raises over £500,000 a year in the UK alone from their orangutan adoption project....but where does the bulk of this money end up - and how many orangutans does it save each year?


WWF highlights adoption schemes

Marketing Week 25-Sep-08


The World Wildlife Fund (WWF) is launching an integrated autumn campaign to raise awareness of the charity's wild-animal adoption programmes.

The campaign, created by Kitcatt Nohr Alexander Shaw and media planning agency Trinity Communications, will see ads showing footage of animals in the wild being broadcast during daytime programming on digital channels ITV2, ITV3, Cartoon Network and selected music channels.

The charity will also use rich media online for the first time, broadcasting live footage of animals in the wild, in a bid to broaden their audiences and appeal to a fresh market.

The campaign will encourage new supporters to adopt an orangutan or a tiger and will carry the message "What Will You Do When I'm Gone?" to highlight the potential extinction of the species.

WWF says it is doubling its investment in "acquisition marketing" for the campaign, a move away from its traditional use of direct mail for fundraising.