Engaging Hundreds of Millions, Engaging WWFers : The Internal Communication within an International NGO

Sammanfattning: The significance of local and international non-governmental organizations in society has beenincreasing quite rapidly. Nevertheless, the research concerning international NGOs internalactivities has not evolved in phase with the growing roles of NGOs’. The internal communicationand organizational culture have significant role on how NGOs works externally. The aim of thisstudy is to gain knowledge on WWF’s (World Wide Fund for Nature) internal communication andorganizational culture. This is achieved by researching the communicational processes aroundWWF’s global “Engaging hundreds of millions” -objective and reflecting the findings on theapproaches and theories among organizational culture and sensemaking. WWF is one of the world’slargest environmental international NGO with over 5,000 employees worldwide. The study bases onthe experiences of WWF’s managing communicators, and it reveals that a majority of them feel thatthe internal communication in the Network does not work as effectively as they hope. According tothe results, many people feel that the internal communication and participation to differentprocesses is unsatisfactory mainly because clear practices and opportunities to participate arelacking. However, the study also reveals that there is a substantial enthusiasm and will to improvethe practices together within the WWF Network.