World Wildlife Fund

410 Adelaide St. West, Suite 400
Toronto, ON M5V 1S8
President & CEO: Megan Leslie
Board Chair: Alex Himelfarb

Charitable Reg. #:11930 4954 RR0001


Ci's Star Rating is calculated based on the following independent metrics:

Unlock Charity Ratings



Audited financial statements for current and previous years available on the charity’s website.



Grade based on the charity's public reporting of the work it does and the results it achieves.



The demonstrated impact per dollar Ci calculates from available program information.


Charity's cash and investments (funding reserves) relative to how much it spends on programs in most recent year.



For a dollar donated, after overhead costs of fundraising and admin/management (excluding surplus) 71 cents are available for programs.

You may also like:

Canadian Parks and Wilderness Society
CPAWS is Canada's voice for wilderness
Ottawa, ON

My anchor


About World Wildlife Fund:

Founded in 1967, World Wildlife Fund Canada (WWF) aims to protect and restore Earth’s natural environment for future generations. World Wildlife Fund Canada is part of a global organization with World Wildlife Fund offices in over 40 countries. WWF Canada conserves the environment by running conservation programs, raising public awareness about the importance of the environment, and granting money for conservation research projects. WWF Canada divides its program efforts into five conservation areas: Arctic, freshwater, habitat-friendly renewable energy, oceans, and species.

In F2018, World Wildlife Fund Canada spent 65% of program and granting costs on conservation programs. WWF Canada mapped 1,400,000km² for renewable energy potential and conservation value in F2018, up from 98,000km² in F2017. WWF Canada partnered with Ocean Wise to have the first Great Canadian Shoreline Cleanup in 1994. Since then, 1,200,000kg of garbage has been kept out of aquatic ecosystems.

World Wildlife Fund spent 20% of program and granting costs on raising conservation awareness and 15% on conservation research and grants in F2018. Supporters of WWF Canada’s CN Tower Climb for Nature raised over $1.4m at the 2018 Climb for Nature. Additionally, 20 communities across Canada hosted the Kids’ Run for Nature, up from eight last school year.

My anchor

Results and Impact

World Wildlife Fund Canada reports that after the release of its Living Planet Report, the Government of Canada committed a new $1.3 billion to protecting wildlife and their habitat. As fossil fuels are the largest contributor to greenhouse gas emissions, WWF Canada is committed to seeing Canada use 100% renewable energy by 2050.

While Ci highlights these key results, they may not be a complete representation of World Wildlife Fund Canada’s results and impact.

My anchor


World Wildlife Fund Canada is a Major 100 charity. In F2018, WWF Canada received $21m in total donations. Administrative costs are 4% of revenues (excluding investment income) and fundraising costs are 25% of donations. For every dollar donated, 71 cents go to the cause. This is within Ci’s reasonable range for overhead spending. Funding reserves of $24.9m can cover 1.4 years of annual program costs.

­WWF Canada used external fundraisers in F2018. It paid $805k to raise $2.1m at a cost of 39 cents per dollar raised.

This charity report is an update that has been sent to World Wildlife Fund Canada for review. Changes and edits may be forthcoming.

Updated on June 17, 2019 by Lauren Chin.

Financial Review

Financial Ratios

Fiscal year ending June
Administrative costs as % of revenues 4.4%4.0%4.5%
Fundraising costs as % of donations 25.0%27.3%28.2%
Total overhead spending 29.4%31.3%32.7%
Program cost coverage (%) 142.1%160.1%155.4%

Summary Financial Statements

All figures in $000s
Donations 20,96018,86418,154
Government funding 1,127306385
Business activities (net) 1,0421,0101,088
Investment income 9251,848796
Total revenues 24,05422,02820,423
Program costs 14,93613,89114,712
Grants 2,5892,0401,967
Administrative costs 1,026816884
Fundraising costs 5,2325,1495,125
Total spending 23,78321,89622,688
Cash flow from operations 271132(2,265)
Capital spending 636152172
Funding reserves 24,90325,51125,910

Note: Ci included changes in fair value of investments in investment income, increasing revenues by ($115k) in F2018, $765k in F2017, and $275k in F2016. Ci reported product sales, events promotions and fees revenues gross of direct expenses in business activities.

Salary Information

Full-time staff: 112

Avg. Compensation $83,913

Top 10 staff salary range

$350k +
$300k - $350k
$250k - $300k
$200k - $250k
$160k - $200k
$120k - $160k
$80k - $120k
$40k - $80k
< $40k

Information from most recent CRA Charities Directorate filings for F2018

My anchor

Comments & Contact

Comments added by the Charity:

The charity comments below are from a previous profile. Updated charity comments may be provided in the future.

At WWF, our job is to create solutions to the biggest conservation challenges of our time. But  that work is only possible with the support of Canadians.  Our 2012 Annual Review is available online at  In our 2012 review we not only highlight conservation advancements, but also explain how we achieve our results:  through innovation, science, and partnership and by building global solutions that are anchored in our communities.

Charity Contact

This email address is being protected from spambots. You need JavaScript enabled to view it.