World Wildlife Fund

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

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) 70 cents are available for programs.

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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 focuses on six areas: wildlife, ocean, urban areas, arctic, freshwater, and climate.

In 2019, World Wildlife Fund Canada spent 65% of program and granting costs on conservation programs. Participants in 2,074 Great Canadian Shoreline Cleanups collected 115,429 kg of waste along 3,397 km of shoreline. WWF Canada also worked with property management companies to stop 1.3 million kgs of salt from entering waterways. The online ‘In the Zone Garden Tracker’ is now tracking 2,710 gardens across nearly 28,000 hectares.

In 2019, WWF Canada spent 22% of program and granting costs on raising awareness. The annual CN Tower Climb for Nature saw 5,971 people climb the CN tower’s 1,775 steps. The Kids’ Run for Nature had 2,225 youth participate in 27 communities, up from 20 communities in 2018 and eight in 2017. In Quebec, the charity led 21 educational programs through the Biopolis, which is the charity’s urban biodiversity hub.

In 2019, WWF Canada spent 13% of program and granting costs on conservation research and grants. The charity identified 5 priority areas across Canada that can provide the most species protection and the most carbon storage to help Canada achieve its 17 percent land & freshwater protection target. It also identified 19 beaches used for spawning by Pacific sand lance; the data will be used to expand the charity’s network and identify beaches in need of help so that forage fish populations can be healthy.

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Results and Impact

In 2019, World Wildlife Fund Canada’s advocacy work with the Qikiqtani Inuit Association influenced the federal government to declare 427 sq. km in the last area in the arctic expected to have ice as a Marine Protected Area. This helped the Canadian government surpass its commitment of 10 percent ocean protection before 2020.  

Over the past five years, WWF Canada's Loblaw Water Fund has supported more than 60 projects across the country with the help of more than 25,000 volunteers. Results from these projects include the restoration of over 3,370 hectares of habitat for freshwater species, and the planting of over 110,000 native trees and plants.

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

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World Wildlife Fund Canada is a Major 100 charity, meaning it is one of Canada's 100 largest charities in terms of donations. In F2019, WWF Canada received $22.1m in total donations. Administrative costs are 5% of revenues (excluding investment income) and fundraising costs are 25% of donations. This means overhead costs are 30%. For every dollar donated, 70 cents go to the cause. This is within Ci’s reasonable range for overhead spending.

WWF Canada has funding reserves of $26.7m. This includes $10.7m of donor-endowed funds, which makes the program cost coverage roughly 11 months. 

­WWF Canada used external fundraisers in F2019. It paid $861k to raise $2.4m at a cost of 37 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 16, 2020 by Eric Jose.

Financial Review

Financial Ratios

Fiscal year ending June
Administrative costs as % of revenues 4.7%4.4%4.0%
Fundraising costs as % of donations 25.0%25.0%27.3%
Total overhead spending 29.7%29.4%31.3%
Program cost coverage (%) 91.3%88.6%99.8%

Summary Financial Statements

All figures in $000s
Donations 22,09220,96018,864
Government funding 9141,127306
Business activities (net) 9891,0421,010
Investment income 1,5889251,848
Total revenues 25,58324,05422,028
Program costs 15,67214,93613,891
Grants 2,3762,5892,040
Administrative costs 1,1191,026816
Fundraising costs 5,5225,2325,149
Total spending 24,68923,78321,896
Cash flow from operations 894271132
Capital spending 50636152
Funding reserves 26,68025,35325,511

Note: Ci included changes in fair value of investments in investment income, increasing revenues by $330k in F2019, ($115k) in F2018, and $765k in F2017. Ci reported product sales, events promotions, and fees revenues gross of direct expenses in business activities.

Salary Information

Full-time staff: 109

Avg. Compensation: $94,696

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 F2019

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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