National Wildlife Federation
National Wildlife Federation is a 501(c)(3) conservation nonprofit founded in 1936 that advocates for wildlife and habitat protection while connecting Americans with nature through publications, education programs, and grassroots campaigns, serving 11 million supporters via 52 state and territory affiliates.
- Company typePrivate
- Founded1936
- HeadquartersWashington, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What National Wildlife Federation does
National Wildlife Federation (NWF) is a 501(c)(3) nonprofit conservation organization founded in 1936 and headquartered in Reston, Virginia. NWF's mission centers on protecting wildlife and habitat, defending foundational environmental laws such as the Endangered Species Act and Clean Water Act, and connecting Americans with nature. The organization operates through 52 state and territory affiliates across seven U.S. regions and claims to activate an army of 11 million Americans across hunters, anglers, hikers, families, educators, urban and frontline communities, and Tribal/Indigenous partners. Collin O'Mara serves as President & CEO.
NWF's core offerings fall into three categories: educational publications, habitat and education programs, and digital tools. Publications include the Ranger Rick family of magazines (Ranger Rick, Ranger Rick Jr., Ranger Rick Cub, Ranger Rick Zoobooks, Ranger Rick Dinosaurs) launched in 1967, plus National Wildlife magazine, available by subscription starting at $15/year. Programs include Certified Wildlife Habitat, Garden for Wildlife, Schoolyard Habitats (9,000 certified sites), Eco-Schools USA (5,500 schools serving over 1 million students), Trees for Wildlife, Earth Tomorrow, Early Childhood Health Outdoors (ECHO), Great American Campout, Green Hour, and the Clean Earth Challenge (over 11 million pieces of trash collected since April 2022). Digital tools include the Native Plant Finder, which provides zip-code-based native plant recommendations.
NWF's revenue model is donation-driven and diversified across individual giving (one-time, monthly recurring, in-memory/honor, matching gifts), corporate partnerships and grants (Walton Family Foundation, LG Electronics, Reolink, Colossal, Johnson Outdoors, GM, L.L.Bean, Mutual of Omaha), magazine subscriptions, and community fundraising events such as the Jr. Ranger Competition (which raised $6,590,165 in 2025). NWF has received Charity Navigator Four-Star, BBB Accredited Charity, and Candid Platinum Transparency recognition. Its go-to-market motion is community-led, anchored in grassroots campaigns across climate, water, lands, wildlife, and people/justice issue verticals, with affiliate-based on-the-ground activation across the U.S.
National Wildlife Federation firmographics
Firmographics- Name
- National Wildlife Federation
- Legal name
- National Wildlife Federation
- Website
- https://nwf.org
- Company type
- Private
- Founded year
- 1936
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- National Wildlife Federation is a 501(c)(3) conservation nonprofit founded in 1936 that advocates for wildlife and habitat protection while connecting Americans with nature through publications, education programs, and grassroots campaigns, serving 11 million supporters via 52 state and territory affiliates.
- Ownership category
- akta.pro rank
National Wildlife Federation industry classification
Industry- Product category
- Wildlife Conservation Nonprofit Services
- NAICS
- Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133)
- SIC
- Services-Membership Organizations (8600), Services-Educational Services (8200)
- akta.pro primary industry
- Wildlife Conservation & Species Protection (BPAGAGAB)
- akta.pro secondary industries
- Biodiversity & Habitat Conservation (BPAGAGAA), Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ)
Keywords
Where National Wildlife Federation is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
National Wildlife Federation business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Charitable Contributions: NWF raises funds through one-time gifts, monthly recurring donations, corporate giving, in-memory/honor donations, and matching gift programs from individual supporters.
- Magazine Subscriptions: Award-winning publications including National Wildlife, Ranger Rick, Ranger Rick Jr., Ranger Rick Cub, and Ranger Rick Zoobooks are available by subscription.
- Corporate Partnerships and Grants: NWF receives grants and corporate sponsorship funding from partners such as Walton Family Foundation, LG Electronics, Reolink, Colossal, Johnson Outdoors, and others for campaigns, conservation initiatives, and education programs.
- Jr. Ranger Competition Fundraising: Annual competitive event that raised $6,590,165 in 2025 for NWF, demonstrating a community-driven fundraising model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Ranger Rick Magazine Subscription - $15/year |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
National Wildlife Federation product offering
Product offeringCore offering
National Wildlife Federation is a 501(c)(3) conservation nonprofit that raises donations and grants to deliver wildlife habitat programs (Certified Wildlife Habitat, Garden for Wildlife, Schoolyard Habitats), K-12 environmental education (Eco-Schools USA, Earth Tomorrow, ECHO), subscription nature magazines (Ranger Rick family, National Wildlife), and grassroots advocacy campaigns on climate, water, wildlife, lands, and environmental justice.
Product overview
National Wildlife Federation operates as a conservation nonprofit offering a portfolio of educational publications, environmental programs, and digital tools. Its core publications include Ranger Rick Magazine (alongside Ranger Rick Jr. and Ranger Rick Cub), National Wildlife Magazine, and Ranger Rick Zoobooks—targeting children and families with nature-themed educational content. The organization's programmatic offerings center on wildlife habitat creation (Certified Wildlife Habitat, Garden for Wildlife, Schoolyard Habitats), youth environmental education (Eco-Schools USA, Earth Tomorrow, Early Childhood Health Outdoors/ECHO, Trees for Wildlife), and outdoor engagement (Great American Campout, Clean Earth Challenge, Green Hour). Digital tools include the Native Plant Finder. These products work together to advance NWF's mission of connecting people with nature and protecting wildlife.
Differentiator
Problem solved
Functional benefit
Brands
- Ranger Rick: The National Wildlife Federation's friendly raccoon character mascot that has been helping children and families connect with nature for more than 50 years through award-winning children's publications including Ranger Rick magazine, Ranger Rick Jr., Ranger Rick Cub, and Ranger Rick Dinosaurs.
- Garden for Wildlife
- Eco-Schools U.S.
- Schoolyard Habitats
- Trees for Wildlife
- Early Childhood Health Outdoors (ECHO)
- Green Hour
Products and services
- Ranger Rick Magazine Award-winning children's magazine helping kids connect with wildlife and nature through stories, activities, and educational content; available by annual subscription.
- Ranger Rick Jr. Magazine Magazine designed for young children introducing them to wildlife and nature exploration.
- Ranger Rick Cub Magazine
- National Wildlife Magazine
- Certified Wildlife Habitat Program
- Eco-Schools USA
- Garden for Wildlife
- Trees for Wildlife
- Early Childhood Health Outdoors (ECHO)
- Earth Tomorrow
- Great American Campout
- Clean Earth Challenge Initiative launched with Johnson Outdoors to get people outdoors to help clean up the planet, with participants collecting trash and debris from outdoor spaces.
- Craig Tufts Educational Scholarship
- Native Plant Finder
- Green Hour
- Schoolyard Habitats
Quantifiable outcome
- Over $7 million raised for wildlife in 2025; $6.59 million raised through Jr. Ranger Competition alone in 2025
- +3 more outcomes
Companies that use National Wildlife Federation
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles6 records
National Wildlife Federation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
National Wildlife Federation partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Mutual of Omaha's Wild KingdomminorMutual of Omaha's Wild Kingdom and NWF continue their partnership to inspire and support the efforts of the next generation of conservation leadership through the Wild Kingdom Grant Program supporting research and conservation on campus.
- Walton Family FoundationcoreWalton Family Foundation partnered with NWF for Earth Month climate push, releasing a video series starring Rainn Wilson as 'Raindrop' to educate the public about climate change and nature-based solutions such as wetland restoration and cover crops. The foundation also partnered with Nature is Nonpartisan and NWF to build broader public engagement around environmental protection.
- LG ElectronicscoreLG Electronics partnered with NWF for Earth Day 2026, transforming its Englewood Cliffs, NJ campus into a nature sanctuary and unveiling a 3D anamorphic American Flamingo display on its Times Square billboard. LG pledged $265,000 to NWF to support education programs and conservation initiatives including monarch butterfly recovery and habitat restoration. This builds on the LG Endangered Species Content Series featuring grizzly bears and red wolves on Times Square billboards to raise awareness about biodiversity.
- ReolinkcoreReolink partnered with NWF and Deutscher Tierschutzbund to support wildlife conservation efforts. For Earth Day 2026, Reolink showcased its solar-powered security camera lineup while highlighting conservation partnerships. NWF and Reolink also launched the Color Me Wild! campaign during National Wildlife Week to raise awareness about wildlife conservation using Reolink's smart camera technology.
- General Motors (GM)minorNWF's Eco-Schools program launched another impactful year in partnership with General Motors in early 2026, bringing together schools across Metro Detroit and beyond to drive sustainability through STEAM learning and student-led action.
- ColossalcoreColossal and NWF partnered on the 2026 Jr. Ranger Competition nationwide, encouraging young people to participate in wildlife conservation activities with rewards including $20,000 and an experience with Jeff Corwin. The campaign raised over $7 million in 2025 for NWF and includes educational activities and a feature in Ranger Rick Magazine.
- L.L.BeanminorNWF teamed up with L.L.Bean to provide kids and families with safe, fun, and easy outdoor activities through the Green Hour program. Each week new activities for connecting kids to nature are provided, from creating nature notebooks to becoming wildlife detectives.
- Nature is NonpartisanminorNature is Nonpartisan partnered with Walton Family Foundation and NWF for the Earth Month climate push video series starring Rainn Wilson, aiming to build broader public engagement around environmental protection.
- Hispanics Enjoying Camping, Hunting, and the Outdoors (HECHO)minorHECHO partners with NWF's Great American Campout to introduce and reconnect Hispanic communities to outdoor heritage and better acquaint participants with wildlife.
- Deutscher TierschutzbundminorDeutscher Tierschutzbund partnered with Reolink and NWF to support wildlife conservation efforts, with Reolink highlighting its solar-powered cameras and conservation partnerships for Earth Day 2026.
- Flat Rock Brook Nature CenterminorFlat Rock Brook Nature Center partnered with LG and NWF for the 2026 Earth Day celebration at LG's Englewood Cliffs campus, contributing to the nature sanctuary transformation.
- Johnson OutdoorscoreNWF and Johnson Outdoors launched the Clean Earth Challenge in April 2022 to get people outdoors to help clean up the planet. Over 11 million pieces of trash and debris have been collected. The initiative encourages campers and outdoor enthusiasts to pick up litter and debris at campsites and beyond.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
National Wildlife Federation competitors and assessment
Company assessmentDirect peers
- The Nature Conservancy: One of the largest U.S. environmental nonprofits, focused on land and water conservation with a comparable donor-supported model, state-level field operations, and policy advocacy footprint to NWF.
- World Wildlife Fund (WWF): Global wildlife conservation nonprofit with comparable donor base, species-protection mission, policy advocacy, and corporate partnership model to NWF.
- National Audubon Society: Long-standing U.S. wildlife/bird conservation nonprofit with a similar mix of membership-supported publications, habitat programs, regional chapters, and policy advocacy — a close structural parallel to NWF.
- Defenders of Wildlife: Wildlife-focused nonprofit with comparable Endangered Species Act advocacy, federal policy engagement, and donor-supported conservation programming to NWF.
- Sierra Club: One of the oldest and largest U.S. environmental nonprofits, with a similarly broad grassroots membership model, magazine publication, and multi-issue conservation advocacy platform.
- Ducks Unlimited: Wildlife and habitat conservation nonprofit with a strong regional/state structure, donor-supported model, and policy advocacy focus on wetlands and waterfowl — operationally similar to NWF's affiliate network.
- Natural Resources Defense Council (NRDC): Major U.S. environmental advocacy nonprofit with overlapping policy priorities (Clean Water Act, climate, wildlife), comparable donor-supported funding model, and national lobbying presence.
- Wildlife Conservation Society: Wildlife conservation organization combining field conservation programs with public-facing zoo/aquarium operations — comparable donor base, international field presence, and species-protection mission.
- The Wilderness Society: U.S. conservation nonprofit focused on public lands and wildlife habitat protection with comparable federal policy advocacy, donor base, and grassroots mobilization model.
Broad incumbents
- Earthjustice: Largest U.S. nonprofit environmental law organization — overlapping mission on Clean Water Act, Endangered Species Act, and climate policy, with a donor-supported model and federal advocacy footprint complementary to NWF's.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
National Wildlife Federation social profiles
Digital presenceNational Wildlife Federation financial estimates
Financial estimateRevenue estimate
Valuation estimate
National Wildlife Federation leadership team
Management profileNumber of profiles
Profiles1 record
National Wildlife Federation subsidiaries and ownership
Company hierarchySubsidiaries1 record
National Wildlife Federation funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
National Wildlife Federation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about National Wildlife Federation
What does National Wildlife Federation do?
National Wildlife Federation is a 501(c)(3) conservation nonprofit that raises donations and grants to deliver wildlife habitat programs (Certified Wildlife Habitat, Garden for Wildlife, Schoolyard Habitats), K-12 environmental education (Eco-Schools USA, Earth Tomorrow, ECHO), subscription nature magazines (Ranger Rick family, National Wildlife), and grassroots advocacy campaigns on climate, water, wildlife, lands, and environmental justice.
Is National Wildlife Federation a public or private company?
National Wildlife Federation is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was National Wildlife Federation founded?
National Wildlife Federation was founded in 1936. It employs 251 to 500 people.
Where is National Wildlife Federation based?
National Wildlife Federation is headquartered in Washington, United States, in the North America region.
How does National Wildlife Federation make money?
Four revenue lines are on record. Donations and Charitable Contributions are the primary driver. The others are magazine Subscriptions, corporate Partnerships and Grants and jr. Ranger Competition Fundraising.
Who are National Wildlife Federation's main competitors?
Direct peers on record are The Nature Conservancy, World Wildlife Fund (WWF), National Audubon Society, Defenders of Wildlife, Sierra Club, Ducks Unlimited, Natural Resources Defense Council (NRDC), Wildlife Conservation Society and The Wilderness Society. Earthjustice is listed as a broad incumbent.
Does National Wildlife Federation have an API?
No public API is recorded for National Wildlife Federation.
What industry is National Wildlife Federation in?
National Wildlife Federation's product category is Wildlife Conservation Nonprofit Services. Its primary akta.pro industry code is BPAGAGAB, Wildlife Conservation & Species Protection, with a secondary code of BPAGAGAA, Biodiversity & Habitat Conservation. Its NAICS code is 813312 and its SIC code is 8600.