Title:	WWF-P's Flagship Magazine: Natura
Author(s):	Awan, I. N.
University:	Lahore University of Management Sciences, Pakistan (LUMS)
Abstract:	This case examines Pakistan's largest conservation non-governmental organization: World Wildlife Fund-Pakistan (WWF-P), which was set up in 1970 as a charitable trust known as the Pakistan Wildlife Appeal. Ali Bokhary, Marketing Manager, World Wildlife Fund-Pakistan (Lahore) was interested in expanding the scope of WWF-P's flagship magazine, Natura. It was a WWF members-only magazine. Ali Bokhary was concerned that the limited clientele restricts the magazine's possible growth. He had decided to look into alternative distribution channels for Natura so that it could generate revenues that would make the magazine self sustainable and ultimately profitable. The case aims to generate a discussion on fundraising and sustainability, and can also help to provide a better understanding of NGO management and marketing for the not-for-profit sector.
Available In:	LUMS Case Research Centre Collection/LUMS-SEDC
Publisher:	LUMS
Publisher Case No:	04-2351-2004-1
Distributor(s):	LUMS
ISBN:	019 547148 2
Pub/Rev Date:	2004
Case Length:	8 pgs
Teaching Note:	No
Pub TN Ref No:	-
Pages (TN):	-
Subjects:	Marketing and Advocacy
Issues:	Managing NGOs (Marketing and Advocacy/Environment)
Country:	Pakistan
Period Covered:	2003
Industry:	Non-profit
Level:	Postgraduate
Organization(s):	WWF, Pakistan
Links of Interest:	http://www.wwf.org/