Florian Krb, WU graduate and now the Head of Marketing at WWF Austria, recently returned to his alma mater to share fascinating insights into charity marketing. WWF is an independent conservation organization active in nearly 100 countries with more than 6 million supporters worldwide. WWF’s mission is to sustain the natural world for the benefit of people and wildlife. 

Florian joined Maier’s Master of Science in Marketing course “Charity Marketing and Donor Management.” The course aims to provide students with deep insights into the challenges and strategies associated with the marketing of charity organizations. Florian talked about the pros and cons of working for a nonprofit organization and presented one large WWF Austria campaign (“Warten tötet Arten”) from 2023. In particular, he shared fascinating insights from the campaign, including some surprising findings from a Social Media A/B test. The students engaged in lively discussion with Florian and talked about how to further improve the campaign’s effectiveness and how to leverage marketing tactics to encourage donation behavior.

We would like to thank Florian for the excellent guest talk and sharing his valuable experiences with us!