WORLD WILDLIFE FUND INTERNATIONAL [www.wwf.org]

Problem
WWF International’s Endangered Seas Programme was looking to continue its highly effective campaign to reform fisheries policy in Europe. Through its Stop Overfishing Campaign, WWF played a leading role in advocating for the European Union to reform its primary fisheries regulation, the Common Fisheries Policy. For the first time, the European Union’s Common Fisheries Policy was reformed to include principles of environmental sustainability. WWF was committed to following through on this successful campaign with a new initiative to implement the reformed policy, but had not yet created an organizational strategy and budget for the initiative.

Solution
With support from the Oak Foundation, CEA worked with WWF to develop a business plan for their initiative to implement the reformed Common Fisheries Policy. This work involved:

• Analysis of WWF’s current policy, advocacy and research capacity throughout its network of national organizations in Europe;
• Development of extensive "logic models" for the strategies, tactics and resources necessary for consistent and effective implementation of the CFP across Europe;
• Analysis of the capacity of potential partners, including other non-governmental organizations and research institutions;
• Development of a strategic organizational structure that would meet the policy, advocacy and research objectives of WWF’s future campaign; and
• Design of a financial budget accounting for the incremental costs of WWF’s campaign.

Results
The final business plan outlined WWF’s initiative strategy, organizational structure and financial budget. The plan included:

• Program scope—the overall objectives and required breadth of the initiative
• Strategy design—the most effective and efficient opportunities to achieve these objectives
• Critical path—prioritized actions and investments
• Initiative management and coordination—governance of the initiative
• Financials—costs of the outlined strategy and operational plan, and potential revenue sources

The plan was designed to leverage WWF’s current network capacity, as well as opportunities for collaboration with other organizations.