World Wildlife Fund

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

Charitable Reg. #:11930 4954 RR0001


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

[Charity Rating: 4/5]



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) 68 cents are available for programs.

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About World Wildlife Fund:

World Wildlife Fund Canada is a four-star, financially transparent charity. Its results reporting score is an A+. Its overhead spending is 32%, which is within Ci’s reasonable range. Its funding reserves can cover one year and nine months of annual program costs.  

Founded in 1967, World Wildlife Fund Canada (WWFC) works to conserve species at risk, protect threatened habitats, and address climate change. It combines scientific analysis and Indigenous knowledge in its approach. It aims to create a world where people and nature thrive.  

WWFC was a Charity Intelligence Top 100 Rated Charity in 2023. 

The charity breaks down its spending across three main programs: Conservation Program Implementation, Raising Awareness, and Research and Grants.  

Conservation Program Implementation was 56% of spending in F2023. WWFC reports that populations of at-risk species have declined by 59% on average since 1970. It also reports that uncontained climate change will melt Arctic Sea ice by as early as 2035. In 2023, the charity planted 290 new native hardwood trees and 3,600 shrubs to reduce rising water temperatures. Over 75 species at risk were impacted by its work in 2023.

Raising Awareness was 28% of spending in F2023. WWFC offered conservation awareness courses to 52 community members alongside radio ads, posters, and videos. Participants in its re:grow program planted 197,876 native plants to foster biodiversity. The charity ran a No Dumping campaign, which aimed to prevent harmful dumping of ocean waste. The campaign had 23,000 signatories and protected 41,860 km2 of ocean.  

Research and Grants was 16% of spending in F2023. WWFC reported providing $3.4m in grants to various charities, Indigenous organizations, conservation groups, and international branches. It also provided $100,000 contracts to three award recipients to develop carbon monitoring technology. 

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Results and Impact

World Wildlife Fund Canada reported that Nepal’s wild tiger population increased from 121 to 355 as a result of conversation efforts.

Its advocacy resulted in a new regulation on oil and gas activities, bottom trawling and mining in marine-protected areas. Conservationists have restored more than 465 hectares of habitats across Canada.

As part of Regenerate Canada, its ten-year strategic plan to reverse wildlife loss, WWFC has restored 19,196 hectares of habitat and protected 19.83m tonnes of carbon.  

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 $23.6m in F2023. Administrative costs are 5% of revenues (excluding investment income) and fundraising costs are 27%. This results in total overhead spending of 32%. For every dollar donated, 68 cents go to the cause, which is within Ci’s reasonable range for overhead spending.   

In F2023, WWFC has $36.4m in net funding reserves, of which $6m is donor endowed. Excluding donor-endowed funds, WWFC’s funding reserves could cover one and a half years of annual program costs.   

­WWFC used external fundraisers in F2023. It paid external fundraisers $750k to raise $2.4m. It cost 32 cents to raise a 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 May 27, 2024 by Stellar Zhang.  

Financial Review

Financial Ratios

Fiscal year ending June
Administrative costs as % of revenues 4.8%3.6%4.5%
Fundraising costs as % of donations 27.2%21.3%25.8%
Total overhead spending 32.0%24.9%30.3%
Program cost coverage (%) 150.8%149.2%147.9%

Summary Financial Statements

All figures in $000s
Donations 23,69225,80318,650
Government funding 1,6242,9531,734
Business activities (net) 852961960
Investment income 3,884(2,309)4,846
Other income 8344321,535
Total revenues 30,88627,84027,725
Program costs 17,05916,27815,208
Grants 3,4433,1752,630
Administrative costs 1,3081,0951,033
Fundraising costs 6,4405,4824,810
Total spending 28,25026,03023,681
Cash flow from operations 2,6361,8104,044
Capital spending 14719678
Funding reserves 36,42133,92432,072

Note: Ci included changes in fair value of investments in investment income, affecting revenues by $1.7m in F2023, ($3.8m) in F2022, and $2.3m in F2021. Ci reported product sales, events promotions, and fees revenues in business activities. Ci reported income from WWF family in other revenue, affecting it by $834k.

Salary Information

Full-time staff: 109

Avg. compensation: $103,545

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 F2023

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Comments & Contact

Comments added by the Charity:

The following comments have been provided by the charity in response to Ci's 2022 report. Updates may be forthcoming.

World Wildlife Fund Canada (WWF-Canada) is the country’s largest international conservation organization. For more than 50 years we have connected the power of a strong global network operating in 100 countries with on-the-ground conservation efforts across Canada. Our long-term vision is simple: a Canada with abundant wildlife, where nature and people thrive.

But without urgent action, that future is at risk.  Every day, we get closer to crossing an invisible line — one that unlocks a future that is four degrees warmer. The next decade is critical. If we don’t set a path for nature’s recovery, we will continue on an irreversible course toward the destruction of complex ecosystems, severe climate disruption driven by greenhouse gas emissions and the extinction of more than one million species worldwide.  

Regenerate Canada is our bold, 10-year plan to fight the dual crises of biodiversity loss and climate change with one of the best, most effective tools around: nature. We will steward, restore and protect ecosystems that store carbon and provide habitat for wildlife—ensuring at-risk species can recover while reducing greenhouse gas emissions. More specifically, our conservation work will drive towards three goals, designed to get our future back on track:

  • Restore at least one million hectares of habitat
  • Protect and steward at least 100 hundred million hectares of vital ecosystems
  • Reduce carbon emissions by 30 million tonnes

Fiscal year 21 (July 2020 to June 2021) marked the first year of our Regenerate Canada plan in action. WWF-Canada is grateful to our donors, partners and volunteers who, by supporting our conservation work, are helping choose a path to a brighter future.

We were able to invest in our mission while keeping administrative costs fiscally responsible – for every dollar, 70 cents went to the cause. During this period, we invested $17.8 million directly into our conservation work and $5.8 million was spent on fundraising and administration. With a diverse donor base made up of individuals, foundations, government and companies, we have the financial resilience and courage to take the next steps for the future of conservation.

With donors and supporters across the country by our side, we made ambitious plans, set audacious targets and achieved impressive progress. We published crucial reports and funded incredible projects. We took responsibility for reconciliation by supporting Indigenous partners and helping to advance Indigenous-led conservation, where and when requested, with our words, our work and our financial support.

Below are just a few of the ways WWF-Canada’s work—and the incredible support of our donors—helped to Regenerate Canada in the past year:

  • Mapped Canada’s carbon stores with scientists from McMaster University. In the Ring of Fire, we’re supporting Mushkegowuk Council efforts to steward this area of carbon-rich peatlands where a square metre contains about five times as much carbon as an equivalent area of Amazon rainforest!
  • Granted $1,030,604 to Indigenous partner organizations to support Indigenous-led conservation initiatives.
  • Supported the 1,000-person community of Taloyoak, Nunavut, in developing their winning proposal for the $451,000 Arctic Inspiration Prize. Their innovative project addresses food insecurity and is intended to form the management plan for the proposed 85,769 km2 Aviqtuuq Inuit Protected and Conserved Area.
  • Protected sea life from shipping impacts by providing mariners in the Atlantic with a toolkit that identifies high-risk areas and best practices to reduce collisions, underwater noise and other threats to endangered whales.
  • Worked to secure the recovery of species in the Wolastoq/St. John River watershed by developing a “priority threat management” protocol and directing funds to local watershed groups to rebuild riverbanks, restore habitats by removing invasive plants and planting trees, and address instream barriers to migratory fish by building fish ladders.
  • Planted 317,709 native plants through In the Zone and other restoration work, including in southern Ontario and Quebec, and the Wolastoq/Saint John River watershed.
  • Collared elusive snow leopards in Nepal to identify critical habitat and wildlife corridors that need protection.
  • Advocated for No Dumping of harmful vessel discharges in marine protected areas (MPAs).

In the world of conservation, victories aren’t always swift but rather the culmination of years of work by many people and groups working together. Our donors and partners make finding those long-term solutions to some of nature’s biggest challenges possible. Learn more about our impressive track record here.

Financial stewardship is key to achieving our conservation and fundraising goals and fulfilling donor expectations. To do that, we ensure we have a strong internal control environment, effective governance over all operations, and an annual independent audit of our financial records. In addition to our annual report, we keep our donors informed on their efforts to help nature and people thrive through our Living Planet magazine, webinars, Fieldnotes e-newsletter, blogs, Wildlife Wednesdays and stewardship reports.


Charity Contact

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Charitable Registration Number: 80340 7956 RR0001