MountainTrue

Name

MountainTrue

Legal name

MountainTrue

Website

https://mountaintrue.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Memberships: MountainTrue generates revenue primarily through individual donations, annual memberships, and sponsorships. The organization encourages recurring donations through membership programs with various giving levels.
2. Merchandise Sales: The organization operates an online shop selling branded merchandise including the Native Plant Guide, commemorative posters, pins, reusable cups, and apparel. Proceeds support conservation programs.
3. Events and Fundraisers: Major annual events serve as significant fundraising vehicles. The Banff Centre Mountain Film Festival is MountainTrue's largest fundraiser of the year. The Annual Watershed Gala and adventure raffles also generate substantial revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels12 records

Core offering

MountainTrue is a community-powered nonprofit that protects forests, rivers, and communities across the Southern Blue Ridge Mountains through direct conservation work (river cleanups, invasive species removal, habitat restoration), policy and legal advocacy (Endangered Species Act lawsuits, public lands protection), disaster recovery (Hurricane Helene debris cleanup, dam removal, Appalachian Design Center rebuilding), and community engagement (volunteer programs, BioBlitz citizen science, Creation Care Alliance for faith communities). Revenue is generated through individual donations, memberships, event fundraisers, sponsorships, and branded merchandise sales.

Product overview

MountainTrue is a community-powered nonprofit organization (not a technology company) offering environmental conservation programs and merchandise. Their core programmatic offerings include Clean Waters (river protection, Swim Guide, French Broad Paddle Trail), Resilient Forests (invasive species removal, old-growth forest protection, habitat restoration), Healthy Communities (Appalachian Design Center, Creation Care Alliance), and public lands advocacy. Their merchandise line includes the Native Plant Guide ($5.50), commemorative pins (MountainStrong Possum Pin $5.35, Hellbender Pin $5.35, Save Our Public Lands Pin $5.35), Hellbender Beanie ($27.00), Hellbender Reusable Cup ($26.95), and Stronger than the Storm Commemorative Poster ($10.50).

Differentiator

Problem solved

Functional benefit

Products and services

• Native Plant Guide Pocket guide helping gardeners, landowners, hikers, and conservationists identify native plants that support local wildlife and invasive species that threaten ecosystems in the Southern Blue Ridge.
• Hellbender Pin Enamel pin supporting MountainTrue's Clean Waters program to keep mountain streams cold and clean for Eastern Hellbender habitat.
• Hellbender Beanie Beanie supporting Eastern Hellbender conservation and MountainTrue's Clean Waters program.
• Pirani Hellbender Reusable Cup 16oz reusable cup supporting MountainTrue's Clean Waters program for Eastern Hellbender habitat protection.
• MountainTrue "Save Our Public Lands" Pin Soft enamel pin with rubber backing supporting MountainTrue's resilient forest program and public lands protection efforts.
• MountainStrong Possum Pin Commemorative enamel pin celebrating the resilience of Western North Carolina after Hurricane Helene.
• Stronger than the Storm Commemorative Poster Limited-edition commemorative poster serving as a visual reminder of regional strength and resilience after Hurricane Helene, with proceeds benefiting MountainTrue.
• Appalachian Design Center Community design and rebuilding initiative providing technical assistance to Western North Carolina communities for post-disaster recovery following Hurricane Helene, offering volunteer professional design services for community centers, housing, and public spaces.
• Clean Up WNC Rivers Program Post-Hurricane Helene debris cleanup program employing local workers to remove trash from rivers, lakes, and streamfronts across Western North Carolina, with the program expanded beyond initial disaster response into ongoing watershed restoration.

Quantifiable outcome

• 165 acres of Nantahala National Forest restored with 90-98% removal of invasive species
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Southern Environmental Law CentercoreStrategic or Co-development Partner · 1 April 2024Legal advocacy partner representing MountainTrue and coalition groups in lawsuits against Forest Service over Nantahala-Pisgah Forest Plan violations of the Endangered Species Act.
• Defenders of WildlifecoreStrategic or Co-development Partner · 1 April 2024Conservation coalition partner in lawsuit challenging Forest Service's Nantahala-Pisgah Forest Plan impacts on endangered bats.
• Sierra ClubcoreStrategic or Co-development Partner · 1 April 2024Conservation coalition partner in lawsuit challenging Forest Service's Nantahala-Pisgah Forest Plan impacts on endangered bats.
• Center for Biological DiversitycoreStrategic or Co-development Partner · 1 April 2024Conservation coalition partner in lawsuit challenging Forest Service's Nantahala-Pisgah Forest Plan impacts on endangered bats.
• Waterkeeper AlliancecoreStrategic or Co-development PartnerMountainTrue is a proud member of Waterkeeper Alliance, an organization focused on empowering local Waterkeeper organizations to protect water quality. This affiliation connects MountainTrue to a broader global network of water protection advocates.
• Beech Mountain ResortminorGTM or Marketing PartnerLocal business partner supporting MountainTrue's mission and programs through sponsorship and community engagement.
• Wicked Weed BrewingminorGTM or Marketing PartnerLocal brewery partner supporting MountainTrue's conservation work through sponsorship of events and programs.
• American RiverscoreStrategic or Co-development PartnerPartnered with American Rivers to secure $10 million in state funding for hazardous dam removal following Hurricane Helene damage.
• Pew Charitable TrustscoreStrategic or Co-development PartnerPartnered with Pew Charitable Trusts to secure $10 million in state funding for hazardous dam removal following Hurricane Helene damage.
• Wine to WatercoreStrategic or Co-development PartnerPartnered during Hurricane Helene recovery to distribute water filters and well-testing kits to affected communities.
• U.S. Forest ServicecoreStrategic or Co-development PartnerLong-standing partnership for nonnative invasive plant management on public lands. MountainTrue has led eight NNIP management initiatives since 2009 through partnerships with USFS.
• U.S. Fish and Wildlife ServicecoreStrategic or Co-development PartnerPartnership for invasive species management and habitat restoration on conservation lands.
• The Nature ConservancycoreStrategic or Co-development PartnerConservation organization partner for habitat restoration and land management initiatives.
• Carolina Mountain Land ConservancycoreStrategic or Co-development PartnerLocal land trust partner for conservation easements and land protection efforts.
• Kanuga Conferences, Inc.minorStrategic or Co-development PartnerConference center partner for invasive species management on their property.
• Southern Appalachian Highlands ConservancycoreStrategic or Co-development PartnerPartner for annual BioBlitz citizen science events and land conservation work. SAHC opens preserves to participants for data collection.
• Carolina Native NurserycoreStrategic or Co-development PartnerPartnership to provide curated selection of native trees, shrubs, and perennials for MountainTrue's seasonal plant sales.
• Nantahala-Pisgah Forest PartnershipcoreStrategic or Co-development PartnerCoalition of 27 member and affiliate organizations representing conservation, economic development, forest products, recreation, water, and wildlife interests. MountainTrue is a member and endorsed the Partnership's Forest Plan Alternative.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Center for Biological Diversity: National biodiversity advocacy organization. MountainTrue is a coalition partner in ESA litigation, making them a directly comparable environmental legal advocacy peer.
• Defenders of Wildlife: National wildlife advocacy organization. MountainTrue is a coalition partner in ESA litigation against the Forest Service, making them a comparable advocacy peer focused on endangered species protection.

Broad incumbents

• The Nature Conservancy: Global land and water conservation organization with active North Carolina chapter. MountainTrue partners with TNC on habitat restoration, making it a directly comparable peer in forest and water protection programming.
• Sierra Club: One of the largest U.S. environmental organizations. MountainTrue is a coalition partner with Sierra Club in federal lawsuits against the Forest Service, making them a directly comparable advocacy peer.
• Waterkeeper Alliance: Global network of Waterkeeper organizations. MountainTrue is a proud member, and the affiliation model is directly comparable as both organizations mobilize local water advocates.

Regional players

• Chattahoochee Riverkeeper: Waterkeeper affiliate protecting Georgia river basins. MountainTrue's regional offices and Waterkeeper Alliance membership make Chattahoochee Riverkeeper a comparable peer in water advocacy and community organizing.

Others

• Southern Environmental Law Center: Regional environmental legal organization. SELC represents MountainTrue in federal lawsuits, making it a directly comparable Southern environmental advocacy organization, though differentiated by its legal-only model.

Direct peers

• Southern Appalachian Highlands Conservancy: Regional land trust operating across the Southern Blue Ridge. MountainTrue partners with SAHC on BioBlitz citizen science events and land conservation, making it the closest regional peer in geography and mission.
• Carolina Mountain Land Conservancy: Regional land trust focused on Western North Carolina conservation easements. MountainTrue partners with CMLC on land protection efforts, making it a direct regional peer.
• American Rivers: National river protection organization. MountainTrue partnered with American Rivers to secure $10M for dam removal after Hurricane Helene, making them a directly comparable water advocacy peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mountaintrue5707
• Facebookfacebook.com/MountainTrue
• Instagraminstagram.com/mtntrue
• Xx.com/mtntrue
• LinkedInlinkedin.com/company/mountaintrue

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MountainTrue