What Clean Wisconsin does

Clean Wisconsin is a Madison-headquartered, independent 501(c)(4) environmental advocacy nonprofit founded in 1970 that protects Wisconsin's air, water, land, and climate through four integrated practice areas: scientific research, legal action, policy advocacy, and community engagement. The organization employs approximately 30 staff across two offices (Madison as headquarters at 634 W Main St #300 and Milwaukee at 4201 N. 27th Street supporting the Resilient Milwaukee program), including scientists, attorneys, policy experts, communications staff, and administrative personnel. It positions itself as the only environmental nonprofit in Wisconsin with a dedicated in-house science team, conducting emissions modeling, pollution tracking, and health impact studies that feed into litigation and legislative testimony.

The organization generates revenue through a diversified base of individual donations and memberships (serving 25,000+ supporters), a Corporate Guardians sponsorship program with named partners including SC Johnson, Alliant Energy, Tito's Handmade Vodka, Invenergy, and Pattern Energy, an annual Epicurean Evening gala and events, and grants. Its distribution model is community-led, combining The Defender podcast, an expert insights blog, social media across Facebook, Instagram, YouTube, and TikTok, email action alerts, on-the-ground community programs, and coalition-based grassroots mobilization targeting Wisconsin residents, state policymakers, and directly affected communities (PFAS hotspots in Marinette/Peshtigo, flood-prone Milwaukee neighborhoods, agricultural runoff areas).

Clean Wisconsin's strategic positioning is defined by multi-decade legal precedent-setting (Wisconsin Environmental Policy Act in the 1970s, the 2008 Great Lakes Compact, 2020 Clean Wisconsin v. EPA, 2021 Wisconsin Supreme Court CAFO ruling, 2025 CAFO permit ruling) and an active campaign portfolio covering PFAS contamination, the Line 5 oil pipeline reroute, AI data center development, agricultural climate solutions, and fossil fuel infrastructure opposition. The organization is governed by a board chaired by Josh Neudorfer and led operationally by President & CEO Mark Redsten, with no parent company, private equity ownership, or subsidiaries.

Name

Clean Wisconsin

Legal name

Clean Wisconsin

Website

https://cleanwisconsin.org

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Clean Wisconsin is a nonprofit founded in 1970 that protects Wisconsin's air, water, and climate via scientific research, legal action, and policy advocacy. It serves state residents and policymakers through a 30-person team of scientists, attorneys, and policy experts and 25,000+ members.

Ownership category

akta.pro rank

Product category

Environmental Advocacy Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

akta.pro primary industry

Environmental Justice & Community Environmental Health (BPAGAGAL)

akta.pro secondary industry

Pollution Prevention & Toxics Reduction (BPAGAGAJ)

Keywords

• Environmental advocacy
• Scientific research
• Legal action
• Policy advocacy
• Community engagement

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Donations and Memberships: Individual donors and members provide financial support through one-time and recurring donations. Members receive benefits including the quarterly Defender newsletter, event invites, stickers, and action alerts.
2. Corporate Guardians Program: Corporate partners sponsor environmental work in exchange for recognition. Companies receive visibility and association with environmental advocacy. Includes sponsors like SC Johnson, Alliant Energy, Tito's Handmade Vodka, and others.
3. Events and Galas: Annual Epicurean Evening gala and other events generate revenue through ticket sales, sponsorships, and auction items. Educational programs like the Doug La Follette Environmental Speakers Program also engage supporters.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Clean Wisconsin is a nonprofit environmental advocacy organization that protects Wisconsin's air, water, land, and climate through a combination of in-house scientific research, legal action, policy advocacy, and community engagement. The organization pursues environmental outcomes on issues including PFAS contamination, agricultural pollution, climate change, fossil fuel infrastructure, and clean energy deployment. Its work combines research-based analysis with litigation, legislative advocacy, and grassroots mobilization of more than 25,000 members and supporters across Wisconsin.

Product overview

Clean Wisconsin is a nonprofit environmental advocacy organization, not a product/technology company. Its offerings consist of advocacy programs, research publications, legal advocacy services, community engagement initiatives, and media content including the Defender podcast. The organization focuses on protecting Wisconsin's air, water, land, and climate through science-based policy, legal action, and community organizing. Notable programs include the Resilient Milwaukee community resilience initiative and various water/air/climate protection campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• The Defender Podcast: Weekly podcast hosted by Amy Barrilleaux covering environmental issues in Wisconsin

Products and services

• Resilient Milwaukee Program Community-based green infrastructure program delivering flood prevention, rain garden construction, stormwater management, and climate resilience projects in partnership with local governments and community organizations in Milwaukee.
• The Defender Podcast
• Corporate Guardians Program

Quantifiable outcome

• 40% reduction in Mercury emissions from Wisconsin power plants
• +6 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered major, core and minor.

• Savanna InstitutemajorStrategic or Co-development Partner · 26 May 2026Partner in agricultural climate research report released in 2026, examining pathways to net-zero emissions for Wisconsin farming through perennial agriculture and climate-smart practices.
• Michael Fields Agricultural InstitutemajorStrategic or Co-development Partner · 26 May 2026Partner in agricultural climate research collaboration examining greenhouse gas emissions from Wisconsin agriculture and sustainable farming transition pathways.
• University of Wisconsin-Madison Grassland 2.0 InitiativemajorStrategic or Co-development Partner · 26 May 2026Academic partner in research report on Wisconsin agriculture's path to net-zero emissions, contributing scientific expertise on grassland agriculture and climate solutions.
• EarthjusticemajorStrategic or Co-development Partner · 10 February 2026Legal partnership in coalition lawsuits challenging EPA regulatory rollbacks. Earthjustice provides legal representation for environmental coalition cases including challenges to EPA's repeal of endangerment findings and clean vehicle standards.
• Natural Resources Defense Council (NRDC)majorStrategic or Co-development Partner · 10 February 2026Coalition partner in environmental litigation and policy advocacy. NRDC joins Clean Wisconsin and other groups in legal challenges to federal environmental rollbacks.
• Bad River Band of Lake Superior ChippewacoreStrategic or Co-development PartnerKey tribal partner in opposing Line 5 oil pipeline reroute. Joint legal action challenging Wisconsin DNR permits for pipeline construction through tribal lands and sensitive wetlands.
• Sierra ClubmajorStrategic or Co-development PartnerLong-standing coalition partner in fossil fuel opposition campaigns, Line 5 legal challenges, and clean energy advocacy across Wisconsin.
• Midwest Environmental AdvocatesmajorStrategic or Co-development PartnerLegal partner in environmental advocacy, including litigation to compel disclosure of data center water use information from Wisconsin municipalities.
• Milwaukee Metropolitan Sewerage District (MMSD)majorStrategic or Co-development PartnerPartner in Resilient Milwaukee green infrastructure program, collaborating on rain gardens, stormwater management, and community resilience projects since 2014.
• SC JohnsonminorOthersCorporate Guardian sponsor providing financial support in exchange for environmental stewardship recognition and association with Clean Wisconsin's mission.
• Alliant EnergyminorOthersCorporate Guardian sponsor providing financial support. Note: Alliant Energy is also involved in data center energy projects that Clean Wisconsin opposes on environmental grounds.
• InvenergyminorOthersCorporate Guardian sponsor providing financial support. Invenergy develops renewable energy projects including wind and solar facilities.
• Pattern EnergyminorOthersCorporate Guardian sponsor providing financial support. Pattern Energy develops wind and solar energy projects.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sierra Club: National environmental advocacy organization with active Wisconsin chapters and a long-standing coalition partnership with Clean Wisconsin on fossil fuel opposition and clean energy advocacy. Directly comparable as a member-supported advocacy nonprofit operating on similar campaign and litigation models.
• Earthjustice: Public-interest environmental law organization partnering with Clean Wisconsin on coalition lawsuits against EPA rollbacks. Directly comparable through its legal advocacy model for environmental causes.
• Natural Resources Defense Council (NRDC): National environmental advocacy and litigation organization that is an active coalition partner with Clean Wisconsin on federal EPA challenges. Comparable as a science-driven advocacy nonprofit using litigation and policy work.
• Midwest Environmental Advocates: Wisconsin-based environmental legal advocacy nonprofit that partners with Clean Wisconsin on water-quality and data center disclosure litigation. Closest geographic and mission peer.
• River Alliance of Wisconsin: Wisconsin-based nonprofit advocating for clean rivers and drinking water. Directly comparable as a state-level water advocacy organization with similar member/donor funding model.
• Wisconsin League of Conservation Voters: Wisconsin political arm of the environmental movement, endorsing candidates and lobbying on environmental policy. Comparable as a state-level advocacy organization working on Wisconsin environmental policy.

Regional players

• Chesapeake Bay Foundation: Large regional environmental nonprofit focused on a single watershed (Chesapeake Bay), combining science, advocacy, and education. Comparable as a state/regionally focused environmental advocacy nonprofit of similar organizational structure, though operating in a different geography.
• Heal the Bay: California-based environmental nonprofit focused on coastal water quality with science, advocacy, and community engagement programs. Comparable as a regionally focused advocacy organization using science-based campaigns, though not a direct geographic competitor.

Broad incumbents

• Environmental Defense Fund: Large national environmental advocacy organization with science, policy, and market-based programs. Comparable through its science-driven advocacy approach, though it operates at a much larger scale across many states.
• Clean Air Task Force: National nonprofit focused specifically on clean air and climate policy through technical and legal advocacy. Comparable through its science-and-policy-driven approach to atmospheric pollution issues that Clean Wisconsin also addresses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cleanwisconsin
• YouTubeyoutube.com/cleanwisconsin
• Facebookfacebook.com/CleanWisconsin
• Instagraminstagram.com/cleanwisconsin
• TikToktiktok.com/@cleanwisconsin

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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 Clean Wisconsin