World Agroforestry Centre: International brand and resource mobilization strategy

World Agroforestry Centre (formerly International Centre for Research in Agroforestry) is an international research and development organization based in Nairobi, Kenya. It works across Africa, Latin America, and Asia to help smallholder farmers improve their livelihoods and the environment through the planting of trees.

To assist World Agroforestry Centre in the realization of these goals, Metropolitan Group provided branding, identity development, graphic design, video, Web, media relations and resource mobilization services. MG worked with the World Agroforestry Centre to secure funding for an innovative pilot project in the Peruvian Amazon, and to cultivate major corporate and foundation donors in the United States, Europe and Asia. In partnership with World Agroforestry Centre staff, we created the Trees of Change Corporate Report 2000, which was understandable and engaging to both lay audiences and scholars, and now serves as a primary tool for raising financial support. This international award-winning publication was produced using the Internet to seamlessly share information between teams separated by 11 time zones. The report sets a new standard for clarity and purpose in communications within the 16-member Consultative Group on International Agricultural Research.

These efforts were the beginning stages of a $200 million campaign to scale up World Agroforestry Centre’s work around the world.

“World Agroforestry Centre has worked with Metropolitan Group to develop a comprehensive resource mobilization strategy to diversify our donor base by adding foundation, corporate and individual contributors to our mix. In addition, we have worked with Metropolitan Group to re-brand our institution, to create greater appeal to a broad group of audiences, and to support the increased application of our research throughout the tropics. We have been impressed with Metropolitan Group’s consistent, creative, innovative and strategic approach, which has helped reposition our institution and develop relationships with strong potential funders in the United States, Europe and Asia.”

Tiff Harris, 
Director of Administration, World Agroforestry Centre