How WWF Kenya build corporate partnerships that benefit nature
WWF Kenya had to rethink its funding model when it became an independent organisation
When WWF Kenya became an independent organisation in 2016, they were faced with new questions: how could the organisation attain long term financial sustainability to continue protecting the country’s resources? How could it continue to engage international donors and at the same time establish a partnership strategy aimed at local actors?
WWF-Kenya had to rethink its funding model: the diversification of the funding base became critical. This meant expanding public sector funding, the organization's main source of income, while developing engagement with local development partners and the private sector; an effort that required adequate internal capacity.
How ODIG funding helped WWF Kenya create connection between business and the environment
In 2021, WWF-Kenya secured funding from WWF Switzerland under the Organisational Development for Income Generation (ODIG) Programme with the goal to strengthen its resource mobilisation capacity. Between 2021 and 2024, they received a grant of 340.000 Swiss Francs, with which they were able to:
Enhance the fundraising team and a develop a corporate engagement strategy:
WWF Kenya hired two fundraising specialists for the public and corporate sector. Under the lead of the Head of Fundraising, the team built a robust pipeline from existing and new sources, developed several high-quality funding proposals and a comprehensive donor engagement plan informed by a donor mapping and scoping exercise. The team also drafted a corporate engagement strategy and secured the support of a taskforce established by the WWF Kenya Board to support communications, marketing and engagement. The team integrated a more collaborative approach between the office’s conservation teams and fundraising, ensuring the alignment of strategies and processes, quicker decision-making and an improved organisational structure as a whole.
Establish the connection between business and environment:
WWF Kenya’s ambitious plan for the private sector included financial and transformational goals: to create awareness in the private sector of its driving role to ensure environmental sustainability, to change the mindset in the sector from corporate social responsibility to corporate social investment and to create a platform for WWF Kenya to rally financial support.
Together with Sankara Nairobi, WWF Kenya established the initiative «Safe for People Safe for Nature» to catalyse private sector partnerships for environmental sustainability and climate action. The inaugural dinner brought together 160 leaders from 50 corporates and reached over four million individuals trough digital media.
With SBM Bank, WWF Kenya co-created a sustainable marine programme, which has resulted in a product called, the Visa Debit Sustainable Card, which benefits the protection of critical ecosystems in the Indian Ocean.
With NCBA Bank WWF Kenya launched a project for community-based conservation under the «Keep Kenya Breathing» campaign, setting up fruit and indigenous tree nurseries. NCBA Bank committed to grow 10 million trees, improving climate resilience and food security at the same time.
All in all, WWF Kenya managed to increase the number of corporate partnerships from three to five with a total partnership value of 15 Mio. Swiss francs directly to WWF and local communities, and to position itself as the go-to agency for the private sector due to its technical expertise.
Test and learn from experiments:
WWF Kenya also tested strategies that did not bring the desired results but initiated relationship building opportunities for the future; attempts to engage potential partners through general outreach campaigns and a rapid onboarding process failed as they overlooked the need for tailor-made messages, thorough relationship building and alignment of expectations. This experience taught the team to customise their value propositions, to be flexible and take time to foster trust, and to prioritize the quality of a partnership over the quantity.
Complement but not replace the public funding streams:
After an extended engagement of nearly two years, WWF Kenya acquired nine-million-euro in funding over five years from the European Commission and this helped position WWF Kenya as a key agency for development partners in the country.
Tips on building new corporate partnerships
When we asked the WWF Kenya team for their approach on establishing a new corporate partnership, here’s what they said:
1. Identify shared values and objectives
At WWF Kenya, establishing a new partnership begins with thorough research to identify shared values and objectives.
2. Create a strong value proposition
Then we create a strong value proposition tailored to the partner’s mission and goals. We work with our thematic leads, and in close collaboration with the Head of Conservation. Initial approaches often involve direct engagement through formal proposals, presentations, and high-level meetings to establish rapport and interest.
3. Develop a relationship matrix
We have also developed a relationship matrix that helps us understand who engages with what prospect and at what level. Dialogue is shaped by fostering transparency and trust, emphasizing mutual benefits, and aligning partnership goals with sustainability objectives. Regular communication and stakeholder involvement ensure that expectations are clear and achievable.
4. Collaborate
Our recipe for success includes collaboration across all units within WWF Kenya, active involvement of senior leadership, and leveraging our expertise in conservation. By showcasing our track record and ability to deliver measurable impact, we create compelling cases that resonate with potential partners and foster long-lasting relationships.
