World Wildlife Fund

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

Charitable Reg. #:11930 4954 RR0001


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

[Charity Rating: 5/5]



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) 73 cents are available for programs.

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About World Wildlife Fund:

Founded in 1967, World Wildlife Fund Canada (WWF Canada) aims to protect and restore Earth’s natural environment for future generations. WWF Canada is part of World Wildlife Fund, which is a global organization that operates in nearly 100 countries. WWF Canada conserves the environment by running conservation programs, raising public awareness about environmental issues, and granting money for research. WWF Canada further divides its programs into five areas: arctic, oceans, freshwater, global conservation, and conservation awareness.

In F2020, WWF Canada spent 61% of program and granting costs on conservation programs. In F2020, 83,803 volunteers participated in Great Canadian Shoreline Cleanups and collected 163,501kg of trash. In 2019, groups across Canada restored 193 hectares of habitat, planted 19,399 native plants, and treated and removed 75,186m2 of invasive species.

In F2020, WWF Canada allocated 23% of program and granting costs to conservation awareness. In F2020, 4,273 individuals and 150 corporate teams registered for the CN Tower Climb for Nature. As of F2020, WWF Canada had 12,068 students enrolled in its Living Plant @ Campus program.

In F2020, WWF Canada spent 16% of program and granting costs on conservation research and grants. WWF Canada’s Arctic Species Conservation Fund supports research and protection of at-risk species. Through this program, WWF Canada partners with university researchers, government scientists, and Inuit organizations. In F2020, the charity distributed $250k to ten projects that addressed environmental concerns in the arctic.  

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Results and Impact

In F2020, WWF Canada partnered with Katzie First Nation to restore salmon habitat in the Upper Pitt River watershed in British Columbia. This project restored four sites, equal to 11,326m2. The charity reports that salmon were spotted returning to the restored spawning sites after the project.

In 2019, WWF Canada took measures to reduce shipping speed and noise impacts for southern resident killer whales. The charity reports that these measures reduced sound intensity levels in Haro Strait in the Salish Sea by 50%, which provided killer whales increased feeding opportunities.

In F2020, 19 students from WWF Canada’s Living Planet @ Campus program completed their Living Planet Leader Certification. The charity states that this certification recognizes knowledge and experience in sustainability and prepares students to lead change in their communities and careers.

In F2020, WWF Canada conducted a threats assessment for at-risk species, which was published in the scientific journal FACETS. The study found that Canadian species at risk face an average of five threats, while at-risk amphibians and turtles face an average of seven threats.

While Ci highlights these key results, they may not be a complete representation of WWF Canada’s results and impact. This charity is not yet rated on impact (n/r). 

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World Wildlife Fund Canada had total donations of $21.6m in F2020. Administrative costs are 5% of revenues (excluding investment income) and fundraising costs are 22% of donations. This results in total overhead spending of 27%. For every dollar donated, 73 cents go to the cause, which is within Ci’s reasonable range for overhead spending.

WWF Canada has $29.6m in net funding reserves, of which $5.2m is donor endowed. Excluding donor-endowed funds, WWF Canada could cover 133% or roughly 16 months of annual program and granting costs with reserves.  

­WWF Canada used external fundraisers in F2020. It paid external fundraisers $537k to raise $2.3m. This means it cost WWF Canada 24 cents to raise each dollar through external fundraisers.

­Charity Intelligence sent an update of this report to World Wildlife Fund Canada for review. Changes and edits may be forthcoming.

Updated on June 24, 2021 by Sydney Olexa.



Financial Review

Financial Ratios

Fiscal year ending June
Administrative costs as % of revenues 4.6%4.7%4.4%
Fundraising costs as % of donations 22.4%26.6%27.1%
Total overhead spending 27.0%31.3%31.5%
Program cost coverage (%) 133.1%125.7%122.5%

Summary Financial Statements

All figures in $000s
Donations 21,56720,73419,319
Government funding 2,3119141,127
Business activities (net) 9409891,042
Investment income 7871,588925
Other income 2,0821,3581,641
Total revenues 27,68725,58324,054
Program costs 15,63515,67214,936
Grants 2,9902,3762,589
Administrative costs 1,2351,1191,026
Fundraising costs 4,8265,5225,232
Total spending 24,68624,68923,783
Cash flow from operations 3,001894271
Capital spending 30350636
Funding reserves 29,59126,57825,214

Note: Ci included changes in fair value of investments in investment income, affecting revenues by ($400k) in F2020, $330k in F2019, and ($115k) in F2018. Ci reported product sales, events promotions, and fees revenues in business activities. Ci reported income from WWF family in other revenue. 

Salary Information

Full-time staff: 111

Avg. Compensation: $100,131

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 F2020

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Comments & Contact

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Charity Contact

This email address is being protected from spambots. You need JavaScript enabled to view it. Tel: 416-489-8800