Abstract The World Wide Fund for Nature (WWF) is perhaps best known for its fund‐raising efforts in saving rare and endangered species, especially in tropical countries. Less well known are its efforts to change public policy using an array of lobbying methods and advocacy techniques. The background to this more overt political influencing role is explored in this article using the example of a five‐year campaign to change some of the critical assumptions and directions of the European Union's structural funds. The case study describes how environmental groups gain influence and authority in the EU system.