California Native Plant Society

What California Native Plant Society does

California Native Plant Society (CNPS) is a 501(c)(3) nonprofit organization founded in 1965 in Berkeley, California, dedicated to conserving California's native flora through science, education, advocacy, and community engagement. Headquartered in Sacramento with additional offices in Los Angeles and Berkeley, CNPS serves more than 13,000 members organized into 35 regional chapters across California and one international chapter in Baja California, Mexico. Its core constituencies include amateur and professional botanists, native plant gardeners, conservation practitioners, students, and policy stakeholders. The organization reports that 78 cents of every dollar raised goes to program activities, and Jun Bando has served as Executive Director since 2022.

CNPS operates a portfolio of digital, publication, and certification products that constitute its member value proposition. Digital platforms include Calscape, a gardening and plant-selection tool; the Rare Plant Inventory (RPI), a comprehensive database of California's rare plant species; the Manual of California Vegetation; and a Conservation Toolkit. Publication products include the peer-reviewed Artemisia journal (rebranded from Fremontia in 2020) and the Flora magazine. Programmatic offerings include citizen-science initiatives (Rare Plant Treasure Hunt, CA OakWatch, Fire Followers), a Certified California Native Plant Landscaper program, and a Botanist Certification track. The 2016 launch of the Inventory of Protected Areas (IPA) extended its data infrastructure to protected-area coverage.

CNPS's business model is member-supported and grant-funded. Revenue is generated through annual membership dues, individual and institutional donations, foundation and government grants, retail sales via the CNPS Store, certification and event fees, and publication subscriptions. With 11–50 employees, the organization is mid-sized within the U.S. environmental nonprofit sector. Distribution is anchored by its chapter network, which provides physical reach across California's diverse ecoregions for field surveys, local events, and regional conservation programming.

Name

California Native Plant Society

Legal name

California Native Plant Society

Website

https://cnps.org

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

California Native Plant Society is a 501(c)(3) nonprofit founded in 1965 that conserves and educates about California's native flora through 35 chapters, 13,000+ members, and digital platforms including Calscape and the Rare Plant Inventory, plus publications and certification programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: CNPS generates revenue through membership subscriptions, with different chapter affiliations offering local newsletters and benefits. Members receive access to publications including Flora magazine and Artemisia scientific journal.
2. Donations and Fundraising: The organization accepts donations through various campaigns including the fall appeal, monthly sustainer/perennial membership, gift memberships, planned gifts, and tribute/memorial gifts.
3. CNPS Store Sales: Revenue from selling publications including floras, picture books, and other native plant-related materials through the CNPS Press bookstore at store.cnps.org.
4. Grants and Foundation Support: CNPS receives institutional funding from foundations and government agencies to support conservation, education, and biodiversity programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

CNPS is a membership-based conservation nonprofit that delivers authoritative botanical data products (Calscape, Rare Plant Inventory, Manual of California Vegetation), publishes the scientific journal Artemisia and Flora magazine, and runs community science, advocacy, and professional certification programs. It distributes its mission through a 36-chapter grassroots network across California and Baja California, supported by dues, donations, grants, and store sales.

Product overview

The California Native Plant Society operates a multi-product conservation and education ecosystem centered on protecting and promoting California's native plants. The core digital platforms include Calscape (a native plant gardening tool), the Rare Plant Inventory, and the Manual of California Vegetation, all supported by the Conservation Toolkit. CNPS publishes the scientific journal Artemisia and Flora magazine, while offering professional certifications including the CA Native Plant Landscaper Certificate Program and Botanist Certification. Community science programs including Rare Plant Treasure Hunt, CA OakWatch, and Fire Followers engage volunteers in plant documentation. The organization also maintains the California Natural Diversity Database in partnership with state agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• CNPS Membership Paid membership subscriptions that provide access to publications including Flora magazine and the Artemisia scientific journal, chapter benefits, events, and conservation programming. Membership tiers include monthly sustainer, gift, and standard annual options.
• Calscape California's premier native plant gardening platform that helps gardeners select the right native plants for their specific location. Includes a Pollinator Companion tool for supporting native pollinators. Free self-serve digital product.
• CNPS Rare Plant Inventory (RPI) Comprehensive database of rare and endangered plants in California, providing status rankings, locations, and conservation information for rare botanical species. Used by botanists, agencies, and conservation decision-makers.
• Manual of California Vegetation California's authoritative resource for vegetation classification and mapping, documenting plant series, locations, three-dimensional structures, and landform data across the state. Online edition launched 2010-2016.
• Conservation Toolkit A digital resource providing conservation tools and information for land managers, planners, and conservationists working to protect California's native plants and habitats.
• Artemisia Scientific Journal The peer-reviewed scientific journal of CNPS, published twice yearly and covering native plant science, conservation, and ecology. Previously published under the name Fremontia.
• Flora Magazine A quarterly membership magazine featuring inspiring interviews, conservation updates, native gardening advice, and photo essays about California's native plants and habitats.
• CNPS Press Publications The publishing arm of CNPS producing flora books, picture books, and other publications authored by California's leading native plant experts, sold through the CNPS Store.
• CA Native Plant Landscaper Certificate Program Professional certification program for landscape professionals providing job training in native plant landscaping, including irrigation efficiency and weed and pest management. Classes available in English and Spanish, delivered statewide in partnership with Theodore Payne Foundation in Southern California.
• Botanist Certification Program A professional certification program for botanists, establishing standards for field botany expertise in California.

Quantifiable outcome

• 78 cents of every dollar goes to CNPS programs
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Environmental Council of Sacramento (ECOS)coreStrategic or Co-development PartnerCNPS and ECOS jointly filed a lawsuit against Sacramento County challenging approval of the Coyote Creek Agrivoltaic Ranch Project, demonstrating CNPS's commitment to conservation advocacy through legal action.
• California Department of Fish and WildlifecoreStrategic or Co-development PartnerCNPS partners with California's Vegetation Classification and Mapping Program (VegCAMP) to develop and maintain standards for vegetation classification and mapping across the state.
• California Oak Mortality Task ForceminorStrategic or Co-development PartnerCNPS participates in efforts to limit the spread of Phytophthora diseases affecting California oaks through the California Oak Mortality Task Force and nursery accreditation programs.
• Karuk TribecoreStrategic or Co-development PartnerCNPS works with the Karuk Tribe on prescribed fire and cultural burning initiatives, and through the Stanford Climate and Energy Policy Program partnership advocating for traditional land management practices.
• Theodore Payne FoundationcoreChannel Partner/ Reseller/ DistributorCNPS partners with Theodore Payne Foundation for Southern California delivery of the Native Plant Landscaper Certification Program (CNPLC), extending training reach throughout the state.
• EarthjusticecoreStrategic or Co-development PartnerCNPS is one of nine organizations represented by Earthjustice engaging to defend the Chuckwalla National Monument through legal intervention in a lawsuit.
• Baja California ChaptercoreStrategic or Co-development PartnerFirst CNPS international chapter established in 2013, actively engaged in protecting Mexico's only vernal pools and extending conservation efforts across the border.
• California's 30x30 PartnershipcoreStrategic or Co-development PartnerCNPS is part of a coalition of conservation, Indigenous, and environmental justice organizations partnering to ensure California's 30x30 plan protects biodiversity and includes everyone in its benefits.
• California Biodiversity NetworkcoreStrategic or Co-development PartnerCNPS Executive Director Jun Bando serves on the California Biodiversity Network Steering Committee, coordinating statewide biodiversity conservation efforts.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Theodore Payne Foundation: A California-focused native plant nonprofit based in the Los Angeles area that promotes native plant horticulture, education, and landscape design. Directly comparable to CNPS in mission and California geography, and an active channel partner delivering CNPS's Native Plant Landscaper Certification Program in Southern California.
• Native Plant Trust (formerly New England Wild Flower Society): The nation's oldest plant conservation nonprofit, focused on native plant conservation, education, and botanical research in New England. Highly comparable to CNPS in mission, structure (state-focused), and offerings including a Go Botany digital platform analogous to Calscape.
• Lady Bird Johnson Wildflower Center: A native plant research and conservation organization affiliated with the University of Texas at Austin, focused on native plant landscapes and education. Comparable to CNPS in operating native plant gardens, running native landscaping programs, and developing digital plant databases.

Regional players

• California Native Grasslands Association: A California-focused nonprofit dedicated to the conservation, restoration, and appreciation of native grasslands. Comparable to CNPS in California geography and conservation mission, but narrower in scope (grasslands only) rather than the full native flora focus.
• Save the Redwoods League: A California-based nonprofit focused on protecting and restoring redwood forests and associated ecosystems. Comparable to CNPS as a California-rooted conservation nonprofit with public lands advocacy and education programming, though narrower in taxonomic and geographic focus.
• California Wilderness Coalition: A California-based conservation nonprofit focused on protecting and restoring the state's wild places and natural habitats. Comparable to CNPS in California conservation advocacy and state-level policy engagement.

Broad incumbents

• The Nature Conservancy (California Chapter): One of the world's largest environmental nonprofits with significant California operations focused on land conservation, climate, and biodiversity. Comparable to CNPS in California conservation focus but operates at vastly larger scale with broader scope beyond native plants specifically.
• Sierra Club: Founded in California in 1892, one of the oldest and largest grassroots environmental organizations in the U.S. with substantial California chapter activity. Comparable to CNPS as a California-anchored conservation nonprofit with chapter-based membership and advocacy focus.
• National Audubon Society: A large national bird and habitat conservation nonprofit with state offices and local chapters across California. Comparable to CNPS in chapter-based membership structure and California conservation footprint, though focused on birds and broader habitat rather than plants specifically.
• Defenders of Wildlife: A national wildlife conservation and advocacy nonprofit with California-focused policy and endangered species work. Comparable to CNPS in advocacy and rare species protection, though broader in taxonomic scope (wildlife rather than plants specifically).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CNPS
• Facebookfacebook.com/CaliforniaNativePlantSociety
• LinkedInlinkedin.com/company/california-native-plant-society

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 California Native Plant Society