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WWF's Guiding Principles

To guide WWF in its task of achieving the mission goals, the following principles have been adopted.

WWF will:

  • be global, independent, multicultural and non party political;
  • use the best available scientific information to address issues and critically evaluate all its endeavours;
  • seek dialogue and avoid unnecessary confrontation;
  • build concrete conservation solutions through a combination of field based projects, policy initiatives, capacity building and education work; 
  • involve local communities and indigenous peoples in the planning and execution of its field programmes, respecting their cultural as well as economic needs;
  • strive to build partnerships with other organizations, governments, business and local communities to enhance WWF's effectiveness; and 
  • run its operations in a cost effective manner and apply donors' funds according to the highest standards of accountability.

Evolution of the panda logo © WWF

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