2014 WWF-Canada Annual Report
PRESIDENT AND CEO’S MESSAGE
The power to create transformational change
In my first year as President and CEO, I’ve had the privilege of seeing firsthand the richness of Canada’s natural spaces from coast to coast to coast. During my travels, two things became clear. First, the challenges facing our environment are real and urgent. And second, Canadians are up to the task of tackling them.
Together, we’re facing the biggest environmental issues of our generation: WWF’s recent Living Planet Report pointed out the devastating news that the population of mammals, birds, reptiles, amphibians and fish around the globe has declined by 52% over the past 40 years. The health and security of critical habitat in oceans, rivers, on land, in the Arctic and across the country remain under threat from unsustainable development and from the everyday decisions we all make.
That’s where you come in. Your demand for sustainable seafood at the grocery store drives change in the fisheries we work with. Your donations fund our conservation projects from Toronto to Tuktoyaktuk. Your participation in conservation events in your local community help create healthier habitats for species and people.
I believe we live in a country that has the capacity to lead the world in conservation, thanks to you. You’re one of tens of thousands of WWF supporters committed to nature — supporters who understand that we can’t enjoy vibrant, prosperous societies without healthy, resilient ecosystems to sustain them.
Together, we have the power to create transformational change and to build a future where people and nature live in harmony.
© JEFF DAVIDSON PHOTOGRAPHY
David Miller, President and CEO, WWF-Canada
Conservation from coast
to coast to coast
Programmatic Areas of Our Work
Our newly formed Science, Research and Innovation unit links
across each of the Arctic, Freshwater and Oceans program areas
Mouse over or tap on map icons for more info on WWF programmatic work in that area.
Research & Innovation
This year you drove major conservation achievements
There’s no question the journey to sustainability is a long and bumpy one. But like the salmon you’ll read about here fighting their way upstream or the monarchs here undertaking 5,000-kilometre migrations, we’re determined to succeed.
As an organization, we have significant strengths to help us get there: solid science, an energetic and dedicated staff and the relationships we’ve forged with communities, corporations, governments and organizations of every kind.
At the end of the day, however, what makes all this possible is your loyalty, your passion and your support. The essence of WWF is collective power.
This year, you drove the solutions our country needs. By supporting WWF, you put 3Ps cod on the path to certified sustainability, proving it is possible to transform fisheries. You rewrote history with precedent-setting protections for fresh water in British Columbia. You funded oil-spill mapping in the Beaufort Sea that make the right choices for Arctic development clear.
These achievements are the culmination of years of hard work. And with your help, we will build on them in the coming years, envision bold new possibilities and reach even greater heights.
Thank you for your generosity and your commitment. Without you, none of this would be possible.
Roger Dickhout, Chairman,
WWF-Canada Board of Directors
© RICHARD STONEHOUSE / WWF-CANON
Conservation from coast
to coast to coast
THE FIRST ATLANTIC COD FISHERY IN CANADA
ON THE ROAD TO SUSTAINABILITY
ATLANTIC COD (GADUS MORHUA)
Cod have survived in the harsh North Atlantic for millennia, thanks to their astounding reproductive capacity—an adult female cod lays between four million and six million eggs at a single spawning. However, years of overfishing finally led to the collapse of the Atlantic Canadian cod stocks in the 1990s, pushing the hardy species to the brink of extinction—and over 30,000 people out of a job. Although cod populations are showing early signs of recovery, reducing bycatch and protecting key habitats, such as spawning and nursery grounds, will be essential to a real comeback. Through the Fisheries Improvement Project for 3Ps cod, we’re proving it’s possible.
PHOTO: © GILBERT VAN RYCKEVORSEL / WWF-CANADA
This Year’s Successes
We can’t restore healthy oceans unless we harvest fish more sustainably. That’s why WWF is working closely with Loblaw — Canada’s largest seafood retailer — to catalyze change across the supply chain.
© ALBERTO WAREHAM
“Sustainability is the right approach,” says Alberto Wareham, CEO of Icewater Seafoods Inc. “For business, for the future of cod and for all natural resources.” Alberto was born in Arnold’s Cove in Newfoundland, where the Icewater Seafoods plant operates. He is the 7th generation to work there and hopes to see future generations carrying on long after he retires. Of course, that depends on healthy Atlantic Canadian cod stocks, which fuels his passion for supporting a sustainable fishery.
“Ensuring the Atlantic cod fishery is up to MSC standards isn’t a choice
– it is a necessity. Our plant employs 200 people in a community of 1,200. Entire families work in the plant. If we want their grandchildren to work here too, we must take care of the ecosystems and populations of cod today.”
“A sustainable fishery is a key component to a
sustainable future for our business and the economy of our local area.”
© ALBERTO WAREHAM
The Big Story
The statistics are grim. In 2010, 80 percent of global fisheries were pushed to their limits or beyond. Overfishing has weakened marine ecosystems around the world.
But by buying products that bear the Marine Stewardship Council’s blue “check fish” logo, eco-conscious consumers are changing the picture. Today, more than 22,000 seafood products boast the MSC ecolabel. Canadian cod could soon join those ranks.
For 500 years, cod was the foundation of Newfoundland’s economy: a fish so plentiful, John Cabot reported, that you could walk across their backs. But by 1992, decades of mismanagement had taken their toll. Stocks had plunged to less than one percent of 1960s levels, forcing the federal government to close the fishery.
Which is why all eyes are now on 3Ps cod. Located in the southern waters off the Newfoundland coast, the health of this small fishery shows that good management and cross-sector collaboration can have huge health benefits for our oceans.
In 2011, Icewater Seafoods joined forces with WWF to bring the fishery up to the MSC standard, a development that was driven by Marks and Spencer, Loblaw, WalMart and other major retailers in North America and Europe.
The multi-stakeholder Fisheries Improvement Project ultimately involved two dozen partners: processors, distributors, retailers, unions, and government ministries. Together, they assessed stocks, completed bycatch analyses, developed conservation plans and agreed on rebuilding strategies. 3Ps cod stocks continued to improve. Three years later, on March 13, 2014, the fishery applied for MSC certification.
If it is successful, 3Ps cod will provide a blueprint for restoring depleted fish stocks across the region and around the globe.
The federal government closes the Newfoundland cod fishery
WWF and Unilever establish the Marine Stewardship Council
Loblaw pledges to source all its seafood products from sustainably managed fisheries
WWF and Icewater establish a Fisheries Improvement Project for 3Ps cod
The 3Ps cod fishery enters MSC assessment
3Ps cod earns MSC certification
A BOLD NEW B.C. WATER ACT PROTECTS WATER FOR NATURE AND FOR PEOPLE
PACIFIC SALMON (ONCORHYNCHUS)
Salmon are a cornerstone of coastal ecosystems in British Columbia. For proof, you don’t have to look any further than the annual salmon run. After spending their adult life in the ocean, these determined fish swim hundreds of kilometres to spawn in the stream where they hatched. Each fall, B.C.’s rivers heave with salmon fighting their way upstream past waterfalls, dams, and feasting bears. The province’s new Water Sustainability Act will help ensure enough flow in those rivers to support the massive annual migration—and ensure all creatures across the province have the water they need to survive.
PHOTO: © TIM IRVIN / WWF-CANADA
This Year’s Successes
WWF’s work in B.C. is part of our national campaign to understand the health of our freshwater wealth and to protect it.
Ted Hogarth was well aware of the importance of protecting the habitats of species at risk, and so was an annual contributor to WWF for many years. His close friend John McCutcheon, former WWF board member, remembers him fondly: “Ted and I had a number of discussions with WWF’s conservation team regarding the vital need to provide a sustained level of fresh water for our wild creatures. Ted passed away two years ago, and in his will left a substantial bequest in support of WWF’s freshwater initiative—a timely gift for what is rapidly becoming one of WWF’s priority programs.”
“Ted was possessed of an iron discipline that made him a success at whatever he did. Generous and thoughtful, he left quite a legacy.”
© MIKE AMBACH / WWF-CANADA
The Big Story
Salmon can’t survive without fresh, clean water. Nor can grizzly bears, Douglas firs or Pacific tailed frogs. So when the B.C. government decided to overhaul its century-old Water Act, WWF was front-row centre, making sure the new rules took nature’s needs into account.
We sat on the Technical Advisory Board for the B.C. Water Act, which advised on the new legislation. We hosted workshops and submitted briefs, put out fact sheets, and transit ads, and published academic papers.
You were right behind us. Our polls showed 94 percent of British Columbians thought the new provincial water rules should protect the needs of nature—especially as climate change and a growing population puts more pressure than ever on freshwater resources.
Thousands of you watched the video featuring our freshwater ambassador, Scott Niedermayer, calling for a strong new water act. More than a hundred came out to our water and salmon event in Vancouver. And across the province, more than 2,900 people submitted their thoughts on the proposed water legislation.
The B.C. government acted. Its new Water Sustainability Act requires for the first time that the quality, quantity, and seasonal timing of water that flows through our watersheds (environmental flows) be protected.
In the coming years, we’ll work with the government to develop regulations to accompany the new act, and will hold up B.C. as an example for the rest of Canada to follow.
So raise your glass to B.C.’s precedent-setting new rules: rules that ensure water for crops and kayaking, sockeyes and salamanders, energy to power our communities, and so much more.
B.C. passes the original B.C. Water Act
The B.C. government releases Living Water Smart, a plan for sustainable water stewardship, which includes a promise to update B.C.’s water law
WWF sits on an advisory board for the new water act
WWF submits a brief on the proposed new water act, emphasizing the need to protect environmental flow
WWF hosts a workshop on environmental flow in conjunction with the B.C. Ministry of Environment
WWF organizes a presentation by a key official on B.C.’s new water law and how it protects flows at the Canadian Water Resources Association conference
More than 100 people come to our water and salmon event, where WWF Freshwater Ambassador Scott Neidermayer launches his YouTube video
B.C. passes the new Water Sustainability Act
ONE THOUSAND CANADIAN CLASSROOMS INSPIRE THE
NEXT GENERATION OF MONARCH CONSERVATION
This Year You Protected a Natural Phenomenon
MONARCH BUTTERFLY (DANAUS PLEXIPPUS)
Each November, millions of monarchs embark on a miraculous migration between Canada and Mexico. It’s an epic journey that spans 2,000 to 5,000 kilometres in total, and takes several generations to complete. However, monarch numbers have plummeted in recent years as logging destroys their overwintering grounds, climate change disrupts their flight patterns and herbicide use in their summering areas decimates milkweed plants—the one and only source of food for hungry monarch caterpillars. Through our highly popular Schools for a Living Planet program, teachers and students across Canada are partnering with us to protect monarchs and the milkweed they depend on.
© PAUL BETTINGS / WWF-CANADA
This Year’s Successes
Because the monarch migration spans three different countries, so do WWF conservation efforts. We work closely with our counterparts in the U.S. and Mexico to protect the habitat these butterflies depend on.
Laurel Merriam is a special education teacher at Brighton Public School; she has raised monarch butterflies in her classroom ever since her colleague Kim Strong handed her some milkweed and a tank with a couple of caterpillars in it. After taking a course with the Monarch Teacher Network in 2007, Laurel’s middling interest in monarchs was totally transformed. Then, in 2008, Laurel and Kim travelled to Mexico to see the overwintering grounds; she counts “being in Mexico, surrounded by millions of monarchs” among her most powerful experiences, and the one that sealed her fate as a monarch teacher. As a member of WWF’s Schools for a Living Planet program, Laurel was part of our Google Hangout’s expert panel, helping WWF to bring monarchs into classrooms across the country.
© LAUREL MERRIAM
“My students absolutely love having monarchs in the classroom. Teaching my students to love and respect monarchs helps me to cultivate in them a love and respect of nature in general.”
The Big Story
In the March issue of WWF’s Schools for a Living Planet e-newsletter, WWF put out the call to 12,000 participating teachers. There were 100 packages of milkweed seed to give away. Any takers? Within minutes, we were inundated with emails.
Faced with so much demand, WWF tracked down 1,000 seed packages for schools eager to create monarch butterfly havens.
There’s something about monarchs that captivates children and adults alike. Perhaps it’s their bold black and orange wings that signify summer to so many Canadians. Or the fact that these tiny, featherweight creatures, fluttering this way and that, can migrate thousands of kilometres. Or maybe it’s the fact that one simple action—planting the milkweed they need to survive—could save them from extinction.
For years, monarch numbers plummeted owing to logging in the Mexican forests where they spend the winter. WWF successfully worked with local communities, the government, and the private sector to protect the area as a biosphere reserve. We also established a fund to support economic alternatives to logging.
According to scientists, the most pressing challenge now is protecting milkweed in Canada and the northern U.S., where herbicides and noxious weed laws have decimated the plant that feeds monarch caterpillars each summer.
A huge thank you to all the enthusiastic teachers and students who planted milkweed, put our lesson plans to work, and made our first-ever Google Hangout live broadcast with monarch experts such a success. With more curriculum-linked lesson plans currently in development, we’re getting ready to roll out an even bigger program in 2015.
Crucial overwintering grounds in the mountains of Central Mexico are designated a UNESCO Biosphere Reserve
Canada, the U.S., and Mexico commission a monarch conservation task force
WWF creates the Monarch Butterfly Conservation Fund to give local people economic alternatives to logging monarch habitat
Seven hundred teachers at 1,000 schools in Canada plant milkweed seed provided by WWF, creating vital monarch habitat
WWF reports the number of monarchs wintering in Mexico hits its lowest point since we began surveys 20 years ago
WWF introduces a new Schools for a Living Planet curriculum resource for Grade 6: Wild About Butterflies
Nature lovers from coast to coast join WWF in celebrating Monarch Butterfly Week with stories, facts, photos, and a Google Hangout with monarch experts
The monarch conservation task force presents its report at the next North American Leaders’ Summit
TENS OF THOUSANDS OF CANADIANS REJECTED THE
NORTHERN GATEWAY OIL PIPELINE AND TANKERS
KERMODE BEAR (URSUS AMERICANUS KERMODEI)
The Great Bear region of coastal British Columbia is not only one of the richest ecosystems on Earth, but it is the only place in the world where the Kermode bear, or the “Spirit Bear”, can be found. One in ten North American black bears are born white here due to recessive genes, and given the name “Spirit Bear” by Coastal First Nations. These rare white bears prove to be excellent fishers as their colouring appears less visible from the perspectives of fish. The future of the Spirit Bear, as well as of the entire Great Bear region, is at stake as a result of the proposed Northern Gateway pipeline and tankers project that could destroy the bear’s habitat. We are working to ensure that the Great Bear region remains a vibrant and flourishing ecosystem, where unique animals like the Spirit Bear can thrive.
© ANDREW S. WRIGHT / WWF-CANADA
This Year’s Successes
Fighting the Northern Gateway pipeline and tanker project is not the only way WWF is protecting the Great Bear Sea. We’re also advancing marine noise research, engaging communities, and influencing policy and planning to preserve one of the richest marine ecosystems on Earth.
Art Sterritt believes that well-informed people will make good decisions. “The Canadians for the Great Bear campaign helped demonstrate that this is a worthwhile cause,” says Art. “We gave Canadians the facts—the science—about the threat the pipeline poses to the region, and they heard us. Natural capital from the Great Bear region has enriched us for millennia and we inherently know that if we protect it, it will continue to do so. My people are used to fighting alone, but seeing that we have partners across the country that appreciate our values has given us confidence to stand strong for this cause.”
“Natural capital from the Great Bear region has enriched us for millennia and we inherently know that if we protect it, it will continue to do so.”
© ART STERRITT
The Big Story
Stretching from B.C.’s coastal mountains to the Pacific shore, the Great Bear Rainforest encompasses 6.4 million hectares of soaring forests and salmon-bearing streams. It’s one of the world’s largest intact temperate rainforests, nestled up against richly productive marine ecosystems.
That’s why Enbridge’s plan to drive a pipeline through this global treasure and pilot 220 massive oil tankers a year through the treacherous Hecate Strait creates unacceptable risks.
An oil spill would devastate important habitat for humpback whales. Tankers would increase noise in some of the province’s quietest ocean waters. And according to WWF-funded report by University of British Columbia economists, a spill from a tanker the size of the Exxon Valdez could cost $9.6 billion to clean up, far outweighing the $600 million in economic benefits the pipeline is purported to bring.
This past year, you spoke up. You signed our petitions, rallied in front of the B.C. legislature, and made submissions to the Joint Review Panel (JRP) established by the federal government. Fifty thousand of you responded to our “Ask a Canadian to Care” campaign to reject the Northern Gateway project, joining scientists, artists, economists, First Nations leaders, and other prominent figures.
When the JRP recommended approving the project, 300 scientists pointed out fundamental flaws in that decision in a letter to Prime Minister Stephen Harper. And when we invited you to stand with those scientists, 20,000 supporters signed our letter in less than two weeks.
This year, on June 17, the federal government approved the pipeline and tankers. But the fight to protect the Great Bear Rainforest and the Great Bear Sea does not end here. There’s simply too much at stake: salmon, spirit bears, wolves, whales, sustainable livelihoods, and more.
First Nations and environmental groups launch numerous court cases against the federal government’s decision.
The federal government approves the pipeline, provided Enbridge meets certain conditions.
Three hundred scientists call the Joint Review Panel’s assessment “deeply flawed”
The Joint Review Panel recommends approving the Northern Gateway project, subject to a number of conditions
Fifty thousand supporters respond to our
“Ask a Canadian to Care” campaign
WWF submits a 100-page statement to the Joint Review Panel outlining the project’s unacceptable social, economic, and environmental risks
The Joint Review Panel begins public hearings to determine if this project is in the public interest
Enbridge files an application to the National Energy Board for the Northern Gateway pipeline and a Kitimat tanker terminal
Enbridge announces preliminary plans to build a pipeline from the Alberta oil sands to the West Coast
OIL SPILL MAPPING PUTS KEY INFORMATION IN THE HANDS OF LOCAL COMMUNITIES
This Year You Made the Right Choice Clear
BELUGA WHALE (DELPHINAPTERUS LEUCAS)
So-called canaries of the sea, beluga whales rely on their chirps, clicks, whistles, and squeals to communicate, navigate, and find food. More than just a smiling face, these sociable mammals serve as important indicators of overall marine health. As Arctic warming accelerates and sea ice retreats, oil and gas companies are gearing up to drill in prime beluga habitat. WWF’s recent mapping work makes it clear just what an oil spill could mean for these whales—and for other species in the Beaufort Sea.
© NATUREPL.COM / SUE FLOOD / WWF
This Year’s Successes
As a rapidly warming Arctic attracts mining, shipping, and oil and gas development, we’re working with local communities to conserve key Arctic habitats for the wildlife and people who depend on them.
Karine Blatter has always had a soft spot in her heart for wildlife and nature. She and her husband support WWF’s Arctic program because of their passion for protecting Canada’s natural beauty. “My family loves living in the city, but our ideal vacation is to get away from everything and go into nature,” says Karine. “My favourite places are those that are still untouched—like much of the Arctic. It is clear how climate change is negatively affecting this region and its wildlife. The Arctic is vulnerable and it is our responsibility as Canadians to take care of it.
“The Arctic is vulnerable and it is our responsibility as Canadians to take care of it.”
© KARINE BLATTER
The Big Story
Scenario: June 23, 2009.
A shallow-water oil well blows out in the Amauligak lease area, just north of Tuktoyaktuk. With no response, 3,000 barrels of crude oil pour into the Beaufort Sea each day for 30 days.
This is just one of 22 scenarios mapped at arcticspills.wwf.ca, an interactive website that examines how potential oil spills in the Beaufort Sea might play out. To create it, we commissioned experts to examine existing or proposed shipping routes and drilling locations, compile actual historical environmental data such as wind patterns and ocean currents, and apply knowledge of oil spill behaviours gleaned from real-life spills.
None of the scenarios they examined look good for the belugas, bowheads, polar bears, and eider ducks in the area, nor for the Inupiat, Inuvialuit, and Gwich’in communities intimately connected to this Arctic ecosystem.
Currently, the National Energy Board is considering two oil and gas applications for the Beaufort Sea. That’s just the beginning. In 2012, the federal government auctioned off exploration rights to 905,000 hectares of the Beaufort—rights that were snapped up by companies keen to take advantage of increasingly ice-free summers.
By sharing our scenarios with northern communities and decision-makers, WWF is helping ensure that development in this remote and ecologically fragile environment is done right: only in the right places, with all the right precautions in place.
WWF experts travel to Inupiat, Inuvialuit, and Gwiich’in communities to share our research
WWF launches a website modelling 22 oil spill scenarios in the Canadian Beaufort Sea
Imperial Oil, ExxonMobil and BP submit a joint application to drill offshore in the deep waters of the Beaufort Sea
The federal government places 905,000 hectares of the Beaufort Sea up for bids for offshore energy exploration
WWF participates in National Energy Board hearings to uphold the highest safety standards for offshore drilling in the Canadian Arctic
WWF establishes an office in Inuvik, enabling us to work more closely with local communities
This Year You Did It at Home, at Work,
at School, and in Your Community
FROM COAST TO COAST, CANADIANS RALLIED TO CREATE CONSERVATION SOLUTIONS
|At the 20th Great Canadian Shoreline Cleanup in September, you cleared away nearly 100,000 kilograms of litter from riverbanks, lakefronts, and seashores, fostering watershed stewardship across the country.|
|In March, hundreds of millions of people around the globe took part in Earth Hour 2014—the world’s largest-ever call to climate action. As well as switching off the lights, you donated to WWF climate and energy projects on our new Earth Hour Blue crowdfunding website. Meanwhile, our second Earth Hour City Challenge celebrated municipal leadership on climate change. Congratulations to Cape Town, South Africa, the global winner, and to Edmonton, Canada’s new Earth Hour Capital.|
|In February, you celebrated National Sweater Day by turning down the thermostat, pledging personal actions to combat climate change, and raising money for Arctic conservation. More than 1,500 teachers brought the campaign to life in the classroom, while Loblaw promoted the event in flyers, on its website, and in stores from coast to coast.|
|In May, more than 4,700 supporters laced up their sneakers for the Canada Life CN Tower Climb and raised nearly $1.1 million for conservation. Another 420 volunteers ensured our flagship fundraiser ran like clockwork.|
|Finally, hats off to the
Living Planet @ Work champions
and CEOs who made our first Spring Things campaign a huge success. Forty-six corporations raised nearly $400,000 through workplace events celebrating National Sweater Day, Polar Bear Week, Earth Hour, and the CN Tower Climb. “What is gratifying is that our belief in a new way of mobilization is working—giving business two things it needs: engaged employees and footprint reduction, and also a source of a new fundraising stream for WWF and the environment,” says Lloyd Bryant, managing director, HP Canada and “Spring Things”
CEO committee co-chair.
What inspires us
By the Numbers
More than 58,000 Canadians cleaned up 1,950 shorelines across the country
Our ever-growing Great Canadian Shoreline Cleanup saw 18% more corporate teams pitching in
More than a third (36%) of Canadian adults turned off their lights for Earth Hour, as did 350 Canadian municipalities and 162 countries and territories around the world
More than 35,000 people checked out user-generated Earth Hour videos
700 teachers and their students, at 1,000 schools across Canada, planted milkweed seeds provided by WWF, creating vital monarch habitats
More than 4,700 supporters climbed the CN Tower, raising nearly $1.1 million to help protect species at risk and the places they call home
All 2,300+ Loblaw banner stores from coast to coast turned down the thermostat for National Sweater Day
More than 40 workplaces participated in our inaugural Living Planet @ Work Spring Things campaign, raising close to $400,000 for WWF’s conservation work
Holy Cross Regional High School
In February, WWF’s Schools for a Living Planet program asked, “What does a future in which humans live in harmony with nature look like?” Marlene Volentier’s Grade 12 art class answered with a powerful video, detailing all that Holy Cross Regional High School has done to help the environment and outlining a proposal for a 120-foot mural to communicate their commitment to the planet. To make this vision a reality, WWF partnered with artist Todd Polich, who helped the students refine their ideas and bring their mural to life through his Art of Empowerment program. Marlene says, “Through this mural, our students were able to demonstrate their passion not only for art, but for our environment,” says Volentier. “It displays our enormous dedication to helping the planet. WWF has provided us with the opportunity to inspire our students and schools to continue their efforts in conservation.” She adds, “The shared experience of the mural is what being a teacher is about. It is a legacy for future students and a permanent reminder of our commitment to conservation.”
© HOLY CROSS REGIONAL HIGH SCHOOL
Spring Things Campaign
When Peter Melanson, CEO of Bullfrog Power, brought Living Planet @ Work’s new workplace-giving campaign— “Spring Things”—to his employees, he knew they’d be enthusiastic. After all, Bullfrog Power is Canada’s 100% green-energy provider, and the company has partnered with WWF since 2006. But what he didn’t anticipate was how competitive his employees would be. “Every event we did for WWF was successful because our employees made it competitive,” Melanson recalls. “Even our bake sales were competitive.” One of six CEOs to champion the workplacegiving campaign, Melanson also joined the Bullfrog Power team for his first-ever CN Tower Climb. He’s proud of his time— 21:19—but he’s even prouder of what his employees accomplished together. More than 40 employees participated in the campaign, raising over $14,000 for conservation. “It’s important to me to lead by example,” Melanson says. “I don’t ask other people to do something I’m not willing to do myself.”
Great Canadian Shoreline Cleanup
Uwe Stueckmann, senior vice-president of marketing at Loblaw Companies Limited, isn’t afraid to get his hands dirty. He has been participating in the Great Canadian Shoreline Cleanup, a joint initiative by WWF and Vancouver Aquarium presented by Loblaw, for years. He first discovered the cleanup accidently: “I was out for a run with my dog along Taylor Creek [in Toronto] and I saw some folks pulling garbage from the creek beds,” Stueckmann recalls. “The next year I organized a cleanup with my kids and we’ve been participating ever since”. Now, Stueckmann joins the cleanup as part of “Team Loblaw”— last year, 1,600 Loblaw employees participated in the cleanup, contributing to 100,000 kilograms of litter being collected from 3,035 kilometres of shorelines across Canada. “The cleanup is a great way to get your team together outside of work, roll up your sleeves and engage in conservation,” Stueckmann says. “It’s so encouraging to see the difference that a morning of work can make to our shorelines and waterways.”
You did it for all
the right reasons
© GARRY BROECKLING / WWF-CANADA
As students of Queen’s University in picturesque Kingston, ON, Andrew Shaw and Olivia Geen love returning to their clean, green campus — their home away from home — each fall. The campus is located on Lake Ontario and framed by the clean energy backdrop of Wolf Island’s towering wind turbines. Andrew and Olivia are co-presidents of the campus club WWF at Queen’s, and “one of the things the club values most is the city’s shoreline. The issue of shoreline litter and its harmful impact on local ecosystems is something we can relate to as individuals and as a community.” The club had an impressive turnout for its first Great Canadian Shoreline Cleanup and hopes to keep students informed about shoreline conservation throughout the year, helping to conserve Kingston’s shoreline for students, residents, and aquatic neighbours alike!
© ANDREW SHAW AND OLIVIA GEEN
“As members of the community, it is our responsibility to give back to the city that is our home away from home by participating in sustainability initiatives throughout the year.”
Chelsie Santoro’s passion for the environment began in the second grade when her teacher taught a unit on the environment and endangered animals. Chelsie and her classmates learned about the work organizations like WWF were doing to protect species and even symbolically adopted a penguin from WWF. Chelsie’s enthusiasm to continue supporting these causes sparked a small idea that turned into a big thing: Chelsie, now 11, had been painting for a couple years; why not sell some of her paintings to fundraise for WWF? This simple idea turned into a two-night sold-out art auction at a Montreal gallery, raising over $2,500—far surpassing Chelsie’s original goal of $1,000! Enthusiasm and passion like Chelsie’s make a real difference for species and the places they call home.
© CHELSIE SANTORO
“ I love animals and I knew I wanted to do something to help them. The art auction was a really fun idea.”
David Seepersad has been a devoted CN Tower Climb volunteer for an astonishing 11 years. This means 11 years of 4 a.m. arrival times—that alone is a feat worth celebrating! David has been an invaluable volunteer at the tower start line (he’s known among staff for bringing pastries every year), and he even climbs and fundraises each year on top of volunteering. For David, the CN Tower Climb is an opportunity to support an organization whose mission of engaging people with nature aligns with his own beliefs. With an education in environmental engineering, David firmly believes in the importance of environmental awareness, and appreciates WWF’s commitment to ensuring a future in which humans live in harmony with nature.
© DAVID SEEPERSAD
“ The best part of the climb is seeing thousands of climbers who are there because they want to support environmental and conservation work.”
Heather Leschied has always felt drawn to fresh water. Some of her earliest memories are from when she was a toddler and her mother would tuck her into her waders while she went fishing in the streams around Lake Huron. She remembers, even at an early age, being captivated by the creatures that lived in the water, and by crayfish in particular. She spent many hours searching for crayfish under rocks with her father, then putting them in buckets of water to observe close-up. It comes as no surprise that Heather is now working to protect Canada’s fresh water as the program manager at Living Lakes Canada, and is leading an effort supported by the Loblaw Water Fund in the Flathead Valley, B.C., to advocate for conservation. She uses animals like beetles, aquatic worms, and snails to assess the health of these waters, as the presence of these species can tell her a lot about the condition of the watershed.
© HEATHER LESCHIED
“ While crayfish are a rare find here in my new home in the Kootenays, I am still fascinated by the beauty that can be found beneath the cobble when I’m out exploring nearby streams.”
For Jessi Cruickshank, her commitment to the environment started at age 11 as everyone’s favourite environmental hall monitor. Her passion stayed with her into her adult years. Today, the Canadian television personality is always mindful of keeping her carbon footprint low. When she was living in Los Angeles, Jessi was delighted to see spaces like shopping mall parking lots equipped with electric vehicle (EV) charging stations. “It’s amazing that this technology exists—as a kid I never thought I’d be able to drive an EV in my lifetime.” Jessi brought her witty energy and inner eco-nerd when she collaborated with WWF to talk about electric vehicles to Canadians. EVs are one of many sustainable transportation solutions that can help create a future for Canada where climate change is no longer a threat. This kind of innovation and finally getting behind the wheel of an EV make the 11-year-old Jessi proud.
© JESSI CRUICKSHANK
“ It’s amazing that this technology exists—as a kid I never thought I’d be able to drive an EV in my lifetime.”
Laura Miller has been an outstanding volunteer at the WWF Toronto office for the past three years. As a donor relations volunteer, Laura keeps the wheels in motion at reception, greeting visitors and providing impeccable customer service on the phones. Driving Laura’s commitment is a deep-rooted passion for our natural world—in particular for ocean conservation. A lifelong travel bug led Laura to discovering her passion for ocean conservation. While in Costa Rica three years ago, Laura volunteered on a sea turtle conservation project. After that, she was hooked, volunteering on conservation projects in places such as Cambodia and Madagascar. These experiences inspired Laura to pursue a career in ocean conservation—she was recently accepted to complete her master’s in marine management at Dalhousie University in Halifax.
© LAURA MILLER
“ Working on ocean conservation projects around the world, I saw the first-hand effects of environmental degradation—I was inspired to learn more.”
“It was an incredible honour to have Edmonton selected as the Earth Hour Capital of Canada,” says Don Iveson, the city’s mayor. “Our sustainability efforts have been plentiful and it is reassuring to be recognized by the WWF for our environmental plans and initiatives.” It goes to show that a Canadian city in the heart of energy country can still lead the way on sustainability and reduce its ecological footprint. The people of Edmonton have a lot to be proud of—many changes have been made to set the city on a path toward sustainability.
© MAYOR DON IVESON
“ We all need to bring energy and climate issues to the forefront while celebrating the amazing work that has been done and continues to be done to help our planet.”
Michel Grégoire is the director of the OBV du fleuve Saint-Jean. He grew up close to Montreal and often found himself searching for the little patch of forest left in the city. He now works with an organization that aims to protect the St. John River watershed in its Quebec portion. Michel first connected with WWF-Canada at the St. John River Summit last year, where he had the opportunity to meet with downstream St. John River organizations. It was clear that there was a need to hold such an event annually. This year Michel was involved, alongside WWF, in organizing the summit that was held in the headwaters, near Lake Témiscouata. The water in Lake Témiscouata is so clean that it requires very little treatment before being used as drinking water in his town, Témiscouata-sur-le-Lac.
© MICHEL GRÉGOIRE
“ I now live in an area where the natural resources are still in very good condition. I work every day to convince others that we need to work together to ensure they stay that way.”
Pinaki and Supriya Bose feel that without nature, they lose touch with the ground of their being. Their favourite activity is walking through the woods in Winnipeg with their dog. They fondly remember the gorges and trails of the Finger Lakes region in New York, where they first came to realize nature’s ability to refresh and revive. “I believe,” says Supriya, “that if we do not conserve nature, we as a species will become progressively disconnected and unhappy.” Pinaki is proud to say, “We put WWF in our will because they are at the forefront of nature conservation and we want to ensure that the species we love don’t disappear from the planet.”
© PINAKI AND SUPRIYA BOSE
“ The openness and vastness of nature makes us forget our own limited selves.”
As a world champion and Guinness World Record-holding oyster shucker, Patrick McMurray, owner of Toronto’s Starfish Oyster Bed & Grill, takes his oysters pretty seriously. Which is why it’s so important to him that oysters and other seafood are fished and farmed sustainably so they’re available for many years to come. With this in mind, Patrick has teamed with WWF to promote the importance of sustainable seafood. Due to decades of overfishing and poor management, ocean health is in decline worldwide. By purchasing seafood certified by the Marine Stewardship or the Aquaculture Stewardship councils when grocery shopping, we can help reverse damage done to our oceans.
© PATRICK MCMURRAY
“ I have chosen to balance what I show at Starfish, and teach my customers my belief, that we should live a sustainable, balanced life.”
Praveen Varshney and his family love spending time at the beaches in beautiful Vancouver and around the world. They have a little cottage on a beach in Point Roberts, Washington. “Just spending time in the water, on the water, beside the water is so nice,” says Praveen. “The sunrises and sunsets are gorgeous. We sleep with our patio door open and hear the ocean waves. There is an abundance of wildlife—salmon, whales, eagles, and the occasional deer.” His love of oceans is reflected in his latest passion: an initiative housed on Facebook called Down to the Last Straw, which encourages people to stop using single-use plastic straws. Praveen and his wife invest in conservation because they want the planet to be healthy for their two children and future generations.
© PRAVEEN VARSHNEY
“ We love the breadth and scope of WWF’s work—especially initiatives like the Great Canadian Shoreline Cleanup.”
You did it with us. And we are honoured
by your support.
THIS IS WHAT YOU MAKE POSSIBLE
Our work at WWF is made possible through the generous investments of individual donors, corporate partners, foundations, governments, organizations, and dedicated volunteers. The following pages recognize those who have contributed more than $1,000 in support—through financial donations, sponsorship, donated media, advertising, and other gifts-in-kind—between July 1, 2013, and June 30, 2014. We are deeply grateful for your trust and commitment.
Our donors and supporters
WWF-Canada is pleased to have the financial support of our global network and the organizations across the world that constitute the WWF family.
Endowment funds provide support for WWF’s mission in perpetuity. They are unique gifts, made from lasting commitment and deep trust.
In Honour and Celebration
We are pleased to recognize individuals who helped raise and inspire contributions of $1,000 or more to WWF’s conservation efforts this past year.
A plus sign (+) following a name recognizes in-kind or in-kind plus cash donations.
An asterisk (*) following a name recognizes sponsorship or sponsorship plus cash donations.
A degree symbol (°) following a name recognizes donated media.
Gifts received after June 30, 2014, will be gratefully acknowledged in the 2015 Annual Review.
© FLORIAN SCHULZ/ 2014
Sources of donations and other revenues
How we applied our funds
Conservation expenditures by program
PROMOTIONS AND FEES
With every dollar
© JAMES CASEY / WWF-CANADA
WITH EVERY DOLLAR
As greater numbers of charities chase the same pool of donor dollars, WWF has to be flexible and innovative—not just in how we do our work but also how we raise our money. I believe we’re succeeding.
By increasing our fundraising spend by roughly $300,000 in 2013-14, we were able to grow our revenues by just over three percent. Meanwhile, our ratio of fundraising expenses to revenue held steady at roughly 21 percent, significantly below the Canada Revenue Agency’s 35 percent guideline.
We saw gains in many different sources of donations, but more than half our revenue comes from individuals. While corporate donations and foundation grants can fluctuate significantly from one year to the next, our individual donors provide a crucial bedrock of support.
We also continued to look very critically at ways to reduce our non-conservation spending. WWF can’t do its work effectively without offices, computers, support staff, and other administrative essentials. However, we succeeded at paring down those costs to just 3.7 percent of total expenses this year. One of the ways we stretch our dollars is by leveraging the skills of hundreds of dedicated volunteers, who do everything from answering phones to calling donors to watering the plants in our office. As a result of those increased revenues and lower administrative costs, we were able to increase our spending on conservation programs by 7.7 percent. That’s an extra $1.3 million for healthy oceans, abundant fresh water, a resilient Arctic, and more.
Today, we see donors asking more questions about the organizations they support. We’re proud that WWF has been accredited by Imagine Canada, and I welcome the opportunity to showcase the strength and accountability of our organization.
I’d like to thank all our donors for their generosity in 2013-14. As we start developing the strategic plan that will guide WWF for the next five years, my priority remains the same: making sure we direct as much of your donation as possible into conservation.
© JAMES CARPENTER / WWF-CANADA
For me, the bottom line is simple. More revenue plus cost savings equals more dollars for conservation. And in 2014, that’s exactly what we achieved: $1.3 million more.
Vice President, Finance and
Administration & Chief Financial Officer
Our 2014 Financial Results
© FRANCOIS PIERREL / WWF-CANON
We believe in a future where humans live in harmony with nature. We believe it is possible, because we believe in you.
Download Financial Reports and Statements