World Wildlife Fund was conceived in April, 1961, and set up shop in September, 1961, at IUCN's headquarters in Morges, Switzerland. H.R.H. Prince Bernhard of the Netherlands became the organization's first president.

H.R.H. Prince Prince Philip, the Duke of Edinburgh, in 1961 became president of the British National Appeal, the first national organization in the World Wildlife Fund family.

World Wildlife Fund, Inc. (WWF)—the U.S. appeal—became the second national organization to be formed in 1961.