List of figures and tablesAcknowledgementsList of abbreviationsIntroduction1: NGOs in the North: concerns, challenges and audiences2: Legacy: the burdens and benefits of the WWF brand3: Networks: roots for success or reputational liability?4: Leading with science: WWF and scientific engagement5: Getting your point across: the WWF communication style6: Perceptions of WWF in the ArcticConclusionAppendix A: Data collectionAppendix B: WWF Global Arctic Programme personnelReferencesIndex