The reality is that they do good work in the natural world, they are high profile and their campaigns have had an impact from their earliest days in drawing attention to the plight of the wildlife throughout the world. ... As we were saying in another thread about the BBKA recently - if you pay peanuts you get monkeys .. with a turnover of £80m and an organisation as complex and of that size I would expect a CEO to have a remuneration commensurate with a similar organisation in the commercial world. OK .. it's a lot of money but they are obviously successful and some credit must go to the CEO - he would not last long if they weren't demonstrating success.
In the USA there is an independent charity watchdog ... Charity Navigator.
https://www.charitynavigator.org/search?q=WWF
They look at a whole variety of criteria - which includes the percentage of revenue that goes to the charitable work they do. You can look up a charity and see where they stand in the grand scheme of things by their rating. WWF come out with 3 out of 4 stars and an 84% rating. Sadly, we have nothing similar here and I would agree that there are some charities that probably have more in the adage '
charity begins at home' when you look at the income vs expenditure ratios. 43p in the pound used for actual work in the field appears to be about average for the bigger charities. Whether this is reasonable depends upon your point of view ....