WildAid

What WildAid does

WildAid is a 501(c)(3) nonprofit conservation organization headquartered in San Francisco that operates across 16 countries in North America, East Asia, Southeast Asia, Central Africa, and Latin America, with offices in the United States, China, mainland Ecuador, and the Galápagos Islands. The organization addresses illegal wildlife trafficking, illegal fishing, and unsustainable consumption through two distinct program lines: (1) behavior change communications campaigns that leverage celebrity ambassadors (Yao Ming, Jackie Chan, Wang Yibo, David Beckham, HRH Prince William) and pro bono media partnerships to shift consumer demand for wildlife products such as shark fin, ivory, pangolin, and rhino horn, and (2) the WildAid Marine Program, which strengthens enforcement of marine protected areas (MPAs), coastal fisheries, coral reefs, and blue carbon habitats in partnership with governments and NGOs. With a small 11-50 person staff and an operating model that secures roughly $218 million in donated media placement annually, WildAid has documented measurable behavioral outcomes including an 80%+ reduction in shark fin consumption in China (2011-2016), a 34% decline in Thailand over six years, and a 27% decline in pangolin meat consumption in Cameroon's major cities since 2022.

The organization's core methodology combines audience research (public opinion surveys, focus group testing, social media response analysis) with culturally tailored messaging deployed across TV, radio, billboards, digital, and social channels. WildAid's revenue model is entirely donation-based, encompassing one-time charitable gifts, recurring monthly donations through the WildImpact Circle program with suggested $10-$100 tiers, and tax-advantaged vehicles such as stock transfers, IRA qualified charitable distributions, Donor-Advised Fund grants, and cryptocurrency gifts. The beneficiary base spans the general public in target consumption markets (China, Southeast Asia, Africa, U.S.) and government/NGO partners in MPA jurisdictions, while the donor base spans individuals, foundations, and corporate partners — including the Bezos Earth Fund, Earthshot Prize/Global Alliance, UNDP, Global Affairs Canada, and Fundación PACÍFICO. WildAid has earned Charity Navigator's highest four-star rating continuously since 2016 and achieved a 100/100 financial efficiency score in 2024.

Name

WildAid

Legal name

WildAid, Inc.

Website

https://wildaid.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

WildAid is a 501(c)(3) nonprofit conservation organization that combats illegal wildlife trade and ocean degradation through celebrity-led behavior change campaigns and marine protected area enforcement, operating across 16 countries and securing roughly $218 million in donated media annually.

Ownership category

akta.pro rank

Product category

Wildlife Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Grantmaking and Giving Services (8132)

SIC

Services-Social Services (8300)

akta.pro primary industry

Wildlife Conservation & Species Protection (BPAGAGAB)

akta.pro secondary industries

National Parks & Protected Area Visitor Services (Concessions, Guided Access) (THAAAAAH), Citizen Science & Conservation Volunteer Tourism Programs (On-Site) (THAAAFAH), Conservation Parks & Private Nature Reserves (Visitor Operations) (THAAAFAB)

Keywords

• Wildlife conservation programs
• Marine protected areas
• Behavior change communications
• Anti-poaching enforcement
• Conservation nonprofit services

Headquarters

HQ city

San Francisco

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, Technology or R&D, Infrastructure

Revenue model

1. Charitable Donations and Grants: WildAid is a 501(c)(3) registered nonprofit that generates revenue entirely through charitable donations, grants, and gifts from individuals, foundations, and corporations. The organization leverages these donations to run mass media campaigns, protect ocean life and habitat, and inspire millions of people worldwide to take action for wildlife.
2. Monthly Giving Program (WildImpact Circle): Recurring monthly donations from supporters who join the WildImpact Circle, providing steady support that helps WildAid plan ahead, respond quickly, and amplify every dollar into a greater impact.
3. Stock and Crypto Donations: WildAid accepts gifts of stocks, bonds, mutual funds, and cryptocurrency, offering donors tax benefits while supporting the organization's conservation work.
4. IRA and DAF Gifts: Donors aged 70.5+ can give from IRAs, and Donor-Advised Funds can be used to grant to WildAid, providing tax advantages and a simple giving mechanism.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

WildAid is a nonprofit conservation organization that delivers impact through two distinct service lines: (1) innovative behavior change communications campaigns featuring celebrity ambassadors and pro bono media partnerships that inspire millions of people to reduce consumption of wildlife products and adopt climate-friendly lifestyles; and (2) marine protection and enforcement programs that strengthen surveillance, monitoring, and enforcement of marine protected areas (MPAs), coastal fisheries, coral reefs, and blue carbon habitats in 16 countries. Services are delivered free to end beneficiaries and funded by charitable donations, grants, and corporate sponsorships.

Product overview

WildAid is a nonprofit conservation organization offering a portfolio of behavior change communications programs and marine enforcement services. The core offerings consist of: (1) high-impact media campaigns leveraging nearly $218 million in annual donated media placement to inspire wildlife protection and climate action; (2) the WildAid Marine Program strengthening marine protected area enforcement across 16 countries; (3) Wildlife Programs targeting consumption of ivory, shark fin, pangolin, and other endangered species products; (4) Climate Programs including 'Every Climate Action Counts' in China and 'The Environment Excuse' in the U.S.; and (5) regional programs in Africa, China, and Southeast Asia. Products include celebrity ambassador campaigns, documentary series like 'No Net Left Behind,' the 'Defenders of the Hidden' pangolin documentary, and specialized initiatives such as the 'No Nets Left Behind' ghost gear removal program and '#TreatOrThreat' shark pet treat awareness campaign. WildAid delivers impact through media partnerships, government collaborations, and community-based conservation efforts worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• WildAid Marine Program Marine protection and enforcement program that strengthens surveillance, monitoring, and regional collaboration to protect marine protected areas (MPAs), coastal fisheries, coral reefs, blue carbon habitats, and endangered marine species. Works with government, NGO, and community partners in 16 countries.
• Behavior Change Communications Campaigns High-impact mass media communications campaigns featuring celebrity ambassadors that inspire millions of people in China, Southeast Asia, Africa, and the U.S. to protect endangered wildlife, reduce climate impacts, and make sustainable consumer choices. Leverages nearly $218 million worth of donated media placement annually.
• Wildlife Program Program focused on reducing global consumption of wildlife products including elephant ivory, rhino horn, bushmeat, shark fin soup, and pangolin products. Includes celebrity ambassador campaigns, media partnerships, and public awareness initiatives targeting hotspot consumption areas in China, Vietnam, Thailand, and Africa.
• Climate Program Climate change communications campaigns promoting sustainable low-carbon lifestyles. Includes 'Every Climate Action Counts' in China, 'The Environment Excuse' in the U.S., and initiatives addressing energy use, diet, plastic, and transportation to reduce carbon emissions.
• WildImpact Circle (Monthly Giving Program) Monthly giving program allowing donors to provide steady recurring support for WildAid's conservation work. Donors can customize their monthly contribution amount. Provides WildAid with predictable revenue to plan ahead and respond quickly.

Quantifiable outcome

• Shark fin consumption fell by more than 80% in China from 2011-2016
• +7 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• The Earthshot Prize / Global AlliancecoreStrategic or Co-development Partner · 7 November 2023The Earthshot Prize is supported by the Global Alliance, an unprecedented network of organizations committed to amplifying change that will repair our planet. Alliance members include Bloomberg Philanthropies, Bezos Earth Fund, Marc and Lynne Benioff, Bill Gates, Paul G. Allen Family Foundation, and Rob Walton Foundation. WildAid's Marine Program won the 2023 Earthshot Prize in the 'Revive Our Oceans' category.
• United Nations Development Programme (UNDP)coreStrategic or Co-development PartnerWildAid worked with UNDP to raise awareness amongst workers in the cargo shipping sector about wildlife crime and wildlife trafficking in East Africa. The campaign has been expanded to major border posts in the region, achieving dramatic results with 97% of port workers more likely to report wildlife crime.
• Save the Elephants and African Wildlife FoundationcoreStrategic or Co-development PartnerWildAid launched its massive campaign to reduce ivory demand in China in 2012 in partnership with Save the Elephants and the African Wildlife Foundation. This partnership was instrumental in raising public awareness about the elephant poaching crisis and supporting China's landmark 2017 ivory ban.
• David Sheldrick Wildlife TrustminorStrategic or Co-development PartnerWildAid features elephants at the David Sheldrick Wildlife Trust elephant orphanage in Kenya in campaigns with ambassadors Yao Ming, Vietnamese beauty queens Pham Huong and Le Hang, and others to raise awareness about elephant conservation.
• King Mongkut's Institute of Technology Ladkrabang (KMITL)coreTechnology or IntegrationWildAid partnered with KMITL researchers to conduct DNA barcoding analysis of shark products in Thailand's pet treat market. The study analyzed 150 shark cartilage samples and 60 whole dried shark samples to identify species and assess conservation implications.
• Narwhal Ocean Research CentercoreStrategic or Co-development PartnerWildAid teamed up with Narwhal Ocean Research Center to launch the 'No Nets Left Behind' ghost fishing gear removal campaign in Wanning, Hainan, China. The partnership focuses on marine plastic pollution removal and coral reef ecosystem protection.
• First Institute of Oceanography, Ministry of Natural ResourcescoreStrategic or Co-development PartnerUnder the guidance of the First Institute of Oceanography, Ministry of Natural Resources, WildAid launched the ghost fishing gear removal campaign in observation of World Oceans Day, focusing on eliminating marine plastic pollution and safeguarding coral reef ecosystems.
• Li AutominorStrategic or Co-development PartnerLi Auto joined the 'No Nets Left Behind' Partner Program and provided support for ghost net removal efforts in China. The partnership connects marine ecological protection and circular economy, supporting businesses in fulfilling social responsibilities.
• Ocean Blue TreecoreStrategic or Co-development PartnerWildAid and Ocean Blue Tree jointly released a comprehensive report on shark-based pet treats in Thailand. The collaboration combined DNA barcoding, toxicological analysis, online market research, consumer and vendor surveys to assess conservation and health risks.
• No Nets Left Behind Partner Program (13 organizations)coreStrategic or Co-development PartnerThe No Nets Left Behind Partner Program brings together 13 organizations committed to protecting marine ecosystems from abandoned fishing gear. Through ongoing collaboration, partners conduct marine debris cleanups, monitor ecosystem health, support waste recycling efforts, and engage local communities through environmental education.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Environmental Defense Fund (EDF): Environmental advocacy organization using science, economics, and partnerships to address climate, oceans, and ecosystems. Shares WildAid's campaign-driven approach to environmental issues, with strong overlap in marine protection.
• The Nature Conservancy: Major environmental nonprofit focused on land and water conservation globally. Shares WildAid's conservation mission and science-based approach but emphasizes land acquisition and stewardship rather than behavior change communications.
• World Wildlife Fund (WWF): The largest global wildlife conservation NGO. Comparable to WildAid in advocating species protection and habitat conservation, but operates at vastly greater scale with a broader portfolio including policy, field programs, and corporate partnerships.
• Conservation International: Global nonprofit working on biodiversity protection, climate, and sustainable development. Comparable to WildAid's species and habitat focus but with stronger emphasis on policy, science, and corporate sustainability partnerships.
• Natural Resources Defense Council (NRDC): Major environmental advocacy organization addressing climate, wildlife, oceans, and public health. Comparable to WildAid in using communications-driven advocacy to shift behavior and policy, though at much larger scale.

Direct peers

• Oceana: International ocean conservation organization focused on marine policy campaigns and fisheries reform. Directly comparable to WildAid Marine's MPA enforcement and ocean protection work, with a similar campaign-driven advocacy model.
• Save the Elephants: Elephant conservation and research organization that co-led WildAid's Ivory Free China campaign. Directly comparable species focus on elephants, ivory demand reduction, and anti-poaching in Africa.
• Sea Shepherd Conservation Society: Marine conservation organization known for direct-action ocean enforcement and anti-poaching campaigns. Comparable to WildAid Marine's MPA enforcement work and advocacy against illegal fishing.
• TRAFFIC: Wildlife trade monitoring network that tracks and works to reduce illegal wildlife trade globally. Closely comparable to WildAid's ivory, shark fin, and pangolin campaigns targeting consumer demand for wildlife products.
• African Wildlife Foundation: Africa-focused conservation NGO working on wildlife protection, habitat conservation, and anti-poaching. Direct partner with WildAid on the Ivory Free China campaign and shares overlapping elephant/ivory portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/71654
• Xx.com/WildAid
• Facebookfacebook.com/wildaid

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 WildAid