WWF has admitted that sections of the public are still confused about what it does, even though it recently ran its biggest marketing campaign.
The charity launched a month-long campaign in the Birmingham area at the end of last year around the issues of climate change and deforestation.
It was designed to reposition the WWF brand and improve public awareness of the charity's work.
But Winnie De'Ath, director of communications at WWF-UK, admitted: "When you talk to our members, they understand the bigger picture of what we do. But because we have an animal in our logo, people have this pre-conceived idea that we are an animal welfare organisation.
"We are not the Born Free Foundation. Maybe some people would be better off joining that - we have a far more holistic approach."
However, De'Ath said the charity would not change its logo because "it's one of the best-known logos in the world".
Although the results of the Birmingham campaign won't be known until later this month, De'Ath said it had provided valuable lessons.
"We have discovered that the work we do can't be summed up in a simple soundbite such as 'For a Living Planet', which is our strap. We need to engage in longer conversations with people to help them understand what we do.
"We have also realised that we need to be more proactive, particularly with local media."