For most charities, one or two marketing agencies normally suffice; this is clearly not the case for conservation group WWF, which has just appointed six to handle its fundraising campaigns following a review.
Having worked with agencies on a project basis, the charity has decided to appoint four it has already worked with – Audience, Focal Point, Good Agency and Outburst – as well as two new ones – Arthur London and Consider – to its six-strong roster.
And although some in the industry – and quite possibly those on the roster – may wince at the number of businesses which will be vying for campaigns just for a charity, the situation is actually an improvement on past practices. Previously the organisation held a pitch before every new appeal.
WWF interim head of donor appeals Lisa Munden said: “Repeated pitches are obviously very time-consuming for all parties and do not really add any value. The creative roster will allow us to pick one of the six agencies without having to go through a pitch each time.”
The charity is the world’s largest conservation organisation with over 5 million supporters globally, working in more than 100 countries. As a foundation, WWF it derives nearly 60% of funding from individuals and bequests, 20% from government sources and the rest from business partnerships.
Purple signs up AGA and WWF