Our Annual Report

In our 2024-2025 annual report you can read about some of the many breakthroughs and results we achieved during our latest financial year.

Together with WWF colleagues around the world, we've used our global reach and every ounce of our resolve to stand up for our precious natural world 24 hours a day, seven days a week.

Our highlights from 2024-25

© Andrew Parkinson

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Inspiring connection with nature

We launched Prescription for Nature, a campaign encouraging everyone to connect with nature and help restore it. Through it, we’ve already inspired more than 168,000 people to walk, run or swim in nature, use our school and business resources, or share their ‘daily dose of nature’s experiences.

Our advert, featuring This Morning’s Dr Sara Kayat, has reached 20 million people with the message that being outside for just 20 minutes a day can boost our wellbeing.
A Prescription for Nature
© Emmanuel Rondeau/WWF-UK

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Partnering to protect people and nature

We celebrated 15 years of support from players of People’s Postcode Lottery, who have raised more than £30 million for us. They’ve helped fund successes including boosting black rhino numbers in Kenya, our Walrus from Space project, and lion counts in Kenya and Tanzania.

We also joined forces with the British Red Cross to start restoring 900 hectares of mangroves and freshwater habitats in Kenya’s Lamu County. This is supported by £1 million raised by players of People’s Postcode Lottery.
Our partners
© Lewis Jefferies / WWF-UK

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Recovering seagrass in Wales

Together with partners in Seagrass Network Cymru, we launched the Seagrass Action Plan – the UK’s first nationwide strategic, long-term plan for seagrass recovery.

Up to 92% of the UK’s seagrass meadows have been lost, but restoring them captures carbon, reduces coastal erosion and flooding and provides a habitat for countless marine species. The Welsh government has backed the plan, committing £100,000 in extra funding to help seagrass habitats recover at sites from Holyhead to Pembrokeshire.
Planting hope
© naturepl.com / Doug Allan / WWF

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Putting Arctic whales on the map

We’ve created the first-ever map of migration superhighways to help keep whales safe. ‘Blue corridors’ connect the entire ocean, across national waters and into the high seas. But sea ice loss is resulting in more human activity in these remote waters, putting whales at risk of being struck by ships or disturbed by underwater noise. Our large-scale map highlights where important migration routes overlap with shipping lanes. This will help Arctic countries protect the vital routes.
Whale superhighways
© Callum Bennetts - Maverick Photo Agency / WWF-Scotland

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Flourishing Forth

Restoration Forth has continued to make waves, winning the Coasts and Waters category of the Nature of Scotland Awards. This year, through the project, we returned a further 10,000 European flat oysters to the Firth of Forth.

We planted 64,000 more seagrass seeds, meaning we’ve now planted 210,000 seeds to restore seagrass meadows here. Oysters and seagrass both help to clean the water and stabilise the seabed. We’re working with local communities and organisations to help this important area flourish for the future.
Restoration Forth
© Shane Gross / naturepl.com / WWF

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Tagging turtles in Fiji

We fitted critically endangered hawksbill turtles with satellite tags for the first time, at sites on three islands off the northern coast of Fiji. We worked with a network of community turtle guardians who combine traditional knowledge of turtles with the training and skills needed to monitor their status and health. The new satellite tags will give us vital data to build a picture of the turtles’ migration routes and feeding areas so we can better protect them, their food and their habitats.
Adopt a sea turtle

Our Strategic Goals

Stop deforestation

Food production is the single biggest cause of deforestation. By 2027, we’ll have helped slow deforestation and demonstrated solutions that can contribute to halting it by 2030.
Deliver a sustainable future in the UK

By 2027, we’ll have ensured the UK’s largest businesses are delivering robust plans that support nature and the climate, and new legislation will compel our governments to keep their environmental promises.
Bring nature back from the brink

By 2027, we’ll have ensured priority habitats and species are protected through conservation work that’s increasingly led by and benefiting Indigenous peoples and local communities.
Inspire public action for nature

By 2027, our campaigns and programmes will encourage the UK public to care more about nature loss and climate change and take action to help achieve positive change.
Grow support

By 2027, we’ll have boosted our income and increased the number of people who support us. This will strengthen our ability to achieve our 2030 mission.

Find out more

Financial review

Here’s a summary of our income and expenditure for the year ending 30 June 2023, along with equivalent figures for the previous year.

Read more detail in our full Financial Statements.

Pie chart of WWF-UKs expenditure 2024-25.

WWF-UK CEO Tanya Steele and Chairman Dave Lewis at Richmond Park, London

Our CEO & Chair

It’s been a tough year. One where we’ve relied more than ever on the unswerving support of our amazing members, adopters, partners and many others. Your commitment provides the lifeblood for our successes and keeps our vital voice for nature strong. I can’t thank you enough.

Tanya Steele, CEO

Now more than ever, the world needs WWF – it is an essential organisation tackling the biggest challenges of our time. In the face of many pressures working against our agenda, it truly inspires me that WWF has made groundbreaking progress.

Dave Lewis, Chair