t WWF and Greenpeace create value by increasing the world's WTP on environmental issues. It still leaves us with the original question of whether they are effective. How can we possibly measure their effectiveness? Some pundits point out that the earth should be in 'better shape' than when WWF and Greenpeace started in 1961 and 1971, respectively. In defense of environmental NGOs, most scientists agree that the earth is deteriorating at a faster rate than during the 1960s and 1970s, but it would be worse off had it not been for their tireless campaigning.
Q: Both cases look at these organizations as they attempt to influence the G8 meetings held in June 2007. Were they effective?
A: As we're entering into geopolitical territory, it is hard to determine how effective both organizations were during the June 2007 G8 meetings. From a media perspective, WWF and Greenpeace as well as other NGOs were mentioned repeatedly. Part of this was aided by the extensive media coverage of Greenpeace protesters entering into the restricted area in a speedboat. Aside from the media bravo, the organizations played an important role in providing an external opinion as to whether the climate change talks were substantive.
Upon conclusion of the G8 meetings, both organizations summarized the outcomes in slightly different manners. WWF's press release stated that the G8 leaders took important steps to reduce emissions in the longterm, even though no specific measures or time horizons were provided. Greenpeace called the meetings an outright failure given that no clear targets were set for emissions reductions.
Q: Do WWF and Greenpeace collaborate?
A: Yes, both directly and indirectly. Indirectly, there is considerable overlap in both organizations' programs. The one exception is the nuclear disarmament and nuclear power issues, which are more prominent in Greenpeace campaigns. The organizations' programs are:
Directly, WWF and Greenpeace have collaborated throughout their histories. Most of the collaboration is working together to campaign and lobby for change. The organizations sometimes team up with one another and other NGOs to offer joint press statements and apply pressure to governments and businesses.
Even though Greenpeace makes it clear that they have no permanent allies or enemies, Greenpeace and WWF are typically united on major environmental issues. For example, from the early Save the Whales campaign, WWF and Greenpeace were fighting on the same side for a moratorium on whaling. WWF even raised money so that Greenpeace could purchase its first ship, which was used to confront whalers.
Q: Are they complements or substitutes then?
A: The quick answer is that they are both. They complement one another since they are often able to campaign together and lobby for changes from several stakeholders.
Using the Save the Whales campaign as an example, WWF raised money, gave it to Greenpeace to buy the boat, and then both organizations campaigned for change at the International Whaling Commission. On many key issues, both organizations along with others like Friends of the Earth provide a unified front to campaign for change. With many of these efforts, we might conclude that Greenpeace's media mindbomb approach created urgency and a swell of public support, which in turn made governments and businesses listen to environmental organizations. This gets back to our earlier point about creating value by increasing the WTP for environmental issues.
At the same time, the organizations are substitutes for the simple fact that a donor may choose only one environmental organization to make a donation. WWF and Greenpeace compete for these donations, and from the perspective of the average individual donor, they may be viewed as substitutes.
Q: What organizational challenges lie ahead for WWF and Greenpeace?
A: As I previously mentioned, the major challenge for both organizations is that they are dealing with a public good. Considering that a public good is non-excludable and non-rival, it is difficult to make people pay for it. People will free-ride s