Building Lasting Relationships for Nature

How WWF Norway Turns Supporters into Lifelong Advocates with Apsis One

WWF Norway is on a mission to stop the loss of nature and biodiversity, one of the most urgent challenges of our time. From protecting small birds to campaigning against deep-seabed mining, their mission touches millions of lives and depends on a community of dedicated supporters who believe in a future where people and nature thrive together.

With Apsis One, WWF Norway has transformed how they connect with their supporters, using data-driven marketing automation to build trust, deepen engagement, and turn one-time signatories into lifelong advocates for nature.

A Mission That Demands Meaningful Connection

For WWF Norway, communication is never just about fundraising. Every email, every campaign, every touchpoint is an opportunity to bring people closer to the natural world they're working to protect.

"Our MarTech strategy is closely aligned with our mission by using data and automated communication to build long-term relationships with supporters, provide relevant and trust-building information, and mobilise action in a respectful and effective way," explains Marianne Gustafson, Team Lead for Fundraising at WWF-Norway.

This philosophy guided their search for a marketing platform. They needed a solution that could handle the complexity of modern donor communication, from welcoming new supporters to nurturing existing relationships, and mobilising action when it matters most. All while maintaining the authenticity that makes WWF's voice so distinctive.

WWF Norway chose Apsis One because the platform supports their need for structured email communication, marketing automation, and integration with their CRM. It was important to have a solution that could support both day-to-day operations and long-term strategic development, and through close collaboration with the Apsis teams, WWF Norway managed to establish a stable setup that has become the backbone of their supporter communication.

From Single Actions to Lasting Relationships

The real power of WWF Norway's approach lies in how they use automation to transform fleeting moments of engagement into enduring relationships.
When someone signs a petition to stop deep-seabed mining or requests seeds for their wildlife garden, their journey with WWF Norway is just beginning.  
Automated welcome flows introduce new supporters to the organisation's work, share impact stories, and gradually build the foundation for deeper engagement. For existing donors and monthly sponsors, ongoing loyalty communication reinforces the value of their support, ensuring they feel like true partners in WWF's mission.

"Automated welcome journeys, loyalty communication, and improved handling of consents and unsubscribes have been particularly important," Marianne explains.  "In addition, the ability to work systematically with segmentation has been key to delivering relevant communication at scale."

By integrating data from their CRM, WWF Norway can ensure that a bird lover receives different content than someone passionate about climate action. Apsis One enables targeted follow-up that continues the conversation. This approach has allowed them to find a careful balance between informing supporters about environmental issues and inviting them to contribute financially, ensuring communications feel valuable rather than transactional.