Wisconsin Historical Society

What Wisconsin Historical Society does

The Wisconsin Historical Society, founded in 1846 in Madison, Wisconsin, is America's oldest continuously publicly funded state historical society and operates as a private non-profit state-chartered institution. It connects people to the past by collecting, preserving, and sharing Wisconsin and North American history through 12 historic sites and museums statewide (including Old World Wisconsin, Circus World, Villa Louis, and Black Point Estate), a Library & Archives headquarters on the UW-Madison campus integrated with 14 Area Research Centers across the UW System, a digital collections platform (explore.wishistory.org) housing 279,874+ digitized items, and the publishing division Wisconsin Historical Society Press (operating since 1855). The Society also serves as Wisconsin's State Historic Preservation Office (SHPO), administering state and national register programs and preservation tax credits.

The organization serves a diverse audience including K-12 educators and students (via field trips, National History Day, and the state-adopted 4th-grade textbook 'Wisconsin: Our State, Our Story'), genealogy and family history researchers (one of the largest genealogy collections in the US), academic researchers, general public visitors, First Nations/tribal communities (repatriation and Indigenous interpretation partnerships), and 400+ local history affiliate organizations across all 72 Wisconsin counties. Its go-to-market relies on a sales-led membership motion (multi-tier dues from $60 to $5,000+), free public access to the Library & Archives, educational outreach, retail at historic site gift shops and online store, and earned media around major archaeological discoveries such as the 3,000-year-old Lake Mendota dugout canoes.

Revenue is generated through state appropriations, membership dues, retail/online store sales, Wisconsin Historical Society Press book and magazine sales, private gifts and planned giving, and admissions. The Society is currently developing the Wisconsin History Center in Madison for a 2028 grand opening and completed a brand refresh and website redesign in April 2026, launching the 'WisHistory' moniker with WCAG 2.1/2.2 AA accessibility compliance. Leadership is Christian Øverland, Director & CEO, with Angela Titus as Assistant Deputy Director & Chief Program Officer.

Name

Wisconsin Historical Society

Legal name

Wisconsin Historical Society

Website

https://wisconsinhistory.org

Company type

Private

Founded year

1846

Operating status

Operating

Headcount range

251–500 employees

Short description

The Wisconsin Historical Society is a private non-profit state-chartered institution founded in 1846 in Madison, Wisconsin, that collects, preserves, and shares Wisconsin and North American history through 12 historic sites, a Library & Archives, publishing, and educational programs, while serving as Wisconsin's State Historic Preservation Office.

Ownership category

akta.pro rank

Product category

Historical Society & Cultural Heritage Services

NAICS

Museums, Historical Sites, and Similar Institutions (712), Historical Sites (71212), Libraries and Archives (51921), Museums (712110)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

akta.pro secondary industries

Libraries, Archives & Special Collections (BPAGAHAF), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI), Archives, Special Collections & Preservation Operations (Rare Materials, Conservation) (EDAEAGAJ)

Keywords

• Historical preservation
• Archival collections
• Genealogy research
• Museum education
• State historical society

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. State Funding: Public funding from the State of Wisconsin supports core operations. The Wisconsin Historical Society is the oldest historical society in the United States to receive continuous public funding.
2. Membership Dues: Annual membership fees at multiple tiers ($60–$5,000+) provide recurring revenue. Memberships include free admission to 12 historic sites, magazine subscription, merchandise discounts, and reciprocal benefits with 1,200+ institutions.
3. Retail Sales: Gift shops at historic sites and an online store sell merchandise including books, clothing, jewelry, toys, and historical items, with members receiving a 10% discount.
4. Publications and Book Sales: Wisconsin Historical Society Press publishes books and the Wisconsin Magazine of History (a quarterly membership perk) generating revenue from book sales.
5. Private Gifts and Donations: Private donations and planned giving support mission-critical work. The Society's work is supported by a combination of state funding, generated revenue, and private gifts.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The Wisconsin Historical Society collects, preserves, and shares Wisconsin and North American history through 12 historic sites and museums, a premier research Library and Archives with 14 Area Research Centers, genealogy services, educational programs for K-12 students, publications via Wisconsin Historical Society Press, and statewide preservation services as Wisconsin's State Historic Preservation Office. The Society generates revenue from membership tiers ($60–$5,000+), state funding, retail sales at site gift shops and online, and private donations.

Product overview

The Wisconsin Historical Society operates a multi-faceted historical preservation and education organization offering a unified portfolio of visitor attractions, research services, educational programs, and publications. The core digital platform (wisconsinhistory.org, branded as WisHistory) serves as the gateway to 12 historic sites and museums statewide, comprehensive Library & Archives with 14 Area Research Centers, digital collections with hundreds of thousands of items, genealogy research services, and special collections including the McCormick-International Harvester archives and Social Action collections. The education division delivers field trip programs, National History Day competitions, and classroom resources including the Wisconsin: Our State, Our Story 4th-grade textbook. The Wisconsin Historical Society Press publishes books and the quarterly Wisconsin Magazine of History. A major new attraction, the Wisconsin History Center, is under construction with a 2028 opening. Membership programs include the Member PastPort rewards system. The Society also coordinates America's 250th commemoration programs in partnership with state and national organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Wisconsin Historical Society Press: The publishing arm of the Society that publishes books about Wisconsin history and the Wisconsin Magazine of History since 1855.
• State Historic Preservation Office
• WisHistory Press

Products and services

• Historic Sites & Museums A network of 12 historic sites and museums statewide including Old World Wisconsin, Circus World, Villa Louis, Wade House Historic Site, Stonefield, Pendarvis, H.H. Bennett Studio, First Capitol, Black Point Estate & Gardens, Madeline Island Museum, Reed School, and History Maker Space. Each site offers immersive historical experiences, gift shops, educational programs, field trips, and events.
• Library & Archives One of North America's premier research collections spanning Wisconsin history, genealogy, U.S. and Canadian history, mass communications, social action, and organized labor. Includes maps, films, photographs, and audio recordings. Free public access at 816 State Street, Madison, WI, with 14 Area Research Centers statewide.
• Genealogy & Family History Services Comprehensive genealogy research services including access to vital records, military records, passenger lists, census records, plus expert-led programs, library catalog search, archival finding aids, and search indexes covering over 3,000,000 records. One of the top genealogy collections in the United States.
• Wisconsin Historical Society Press Book publishing division producing books about Wisconsin and American history since 1855, including the Wisconsin Magazine of History quarterly publication and educational textbooks. Available via the online store.
• Wisconsin Historical Society Membership Multi-tiered membership program with levels from $60 Individual to $5,000+ President's Council, offering free admission to 12 historic sites, Wisconsin Magazine of History subscription, reciprocal benefits at 1,200+ NARM institutions, merchandise discounts, and early event access.
• Member PastPort A membership rewards program allowing members to collect stamps at 13 historic sites and redeem them for benefits including store discounts, exclusive tote bags, and complimentary Family+ memberships.
• Field Trip Programs PK-12 field trip programs at historic sites and museums, including virtual programs, in-classroom programs, and upcoming programs at the Wisconsin History Center (spring 2028).
• National History Day in Wisconsin Academic enrichment program for 6th-12th graders supporting research, speaking, and critical thinking skills through history project creation with competition levels including school, regional, state, and national contests. Wisconsin's state affiliate of the National History Day program.
• Wisconsin: Our State, Our Story (4th Grade Textbook) An educational textbook for 4th grade social studies covering Wisconsin's history, peoples, and cultures. Available in print, digital, and Spanish-language editions with teacher's guide, student activities, and online resources. State-adopted by Wisconsin.
• Classroom Resources Inquiry-based lesson plans and educational materials aligned to Wisconsin standards, spanning grades 3-12, covering topics including Wisconsin history, civil rights, Hmong immigration, and Indigenous studies.
• Digital Collections Online access to hundreds of thousands of digital files including photographs, videos, documents, and other historical materials from the Society's collections. Available via explore.wishistory.org.
• Wisconsin History Center A landmark cultural destination under construction in Madison, Wisconsin, designed as a world-class museum with exhibits, community gathering spaces, immersive experiences, and interactive displays showcasing Wisconsin's impact on America. Grand opening scheduled for 2028.
• WisHistory Online Store E-commerce platform at shop.wisconsinhistory.org selling books, merchandise, clothing, jewelry, toys, and historical items. Members receive a 10% discount on all store purchases.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Ho-Chunk NationcoreStrategic or Co-development PartnerThe Ho-Chunk Nation works alongside the Wisconsin Historical Society to provide interpretive context for archaeological discoveries, including the Lake Mendota dugout canoe site. The Society's Tribal Historic Preservation Officer (Bill Quackenbush) and the Ho-Chunk Nation collaborate on the preservation and cultural interpretation of Indigenous heritage.
• First Nations (various Wisconsin tribes)coreStrategic or Co-development PartnerThe Society works closely with First Nations who share Wisconsin through meaningful partnerships, repatriation efforts, educational resources, and inclusive exhibit development. This includes collaboration with the Bad River Band of Lake Superior Chippewa on tribal historic preservation.
• University of Wisconsin-MadisoncoreStrategic or Co-development PartnerThe Society's Library and Archives are integrated with the UW-Madison library catalog system. The headquarters is located on UW-Madison's Library Mall campus. The partnership provides shared infrastructure for research, catalog access, and the Area Research Center network.
• University of Wisconsin SystemcoreStrategic or Co-development PartnerThe Area Research Center (ARC) network is a partnership between the Wisconsin Historical Society and the UW System. 14 ARC locations at UW campus libraries throughout Wisconsin and at the Northern Great Lakes Visitor Center provide regional access to archival collections.
• Bad River Band of Lake Superior ChippewaStrategic or Co-development PartnerLawrence Plucinski, Tribal Historic Preservation Officer for the Bad River Band of Lake Superior Chippewa, participated in cleaning and preserving the 3,000-year-old dugout canoe recovered from Lake Mendota, demonstrating collaborative Indigenous heritage stewardship.
• America250 / U.S. Semiquincentennial CommissionminorGTM or Marketing PartnerThe Society is a partner in Wisconsin's America250 Commission (established by 2021 Wisconsin Act 95), coordinating state-level commemoration of the 250th anniversary of the Declaration of Independence. Activities include the Wisconsin 250th Time Capsule and James Madison Lecture Series.
• National Constitution CenterminorGTM or Marketing PartnerPartnership providing educational tools and resources to Wisconsin educators and citizens, including interactive constitution resources and Constitution 101 curriculum aligned with the America 250th commemoration.
• PBS WisconsinminorGTM or Marketing PartnerCollaborates on America@250 programming and Community Conversation Guide initiatives to highlight Wisconsin history and biographies connected to the 250th anniversary of American independence.
• Wisconsin Civic Learning CoalitionminorGTM or Marketing PartnerThe Society participates in the Wisconsin Civic Learning Coalition, which brings together stakeholders to strengthen nonpartisan civics and government education in Wisconsin schools.
• Local History Affiliates (400+)coreChannel Partner/ Reseller/ DistributorThe Society offers organizational and educational assistance to over 400 local history organizations statewide, which in turn share in the mission and responsibility of preserving Wisconsin's history. What started as two affiliates in 1899 has grown to a network spanning all 72 Wisconsin counties.
• American Association for State and Local History (AASLH)minorGTM or Marketing PartnerThe Society provides AASLH field guides and program handbooks to local organizations planning 250th commemoration events, including materials in English and Spanish.
• North American Reciprocal Museum Association (NARM)minorChannel Partner/ Reseller/ DistributorFamily-level and above WHS memberships include reciprocal benefits at over 1,200 NARM member museums and cultural institutions across North America, expanding member access nationwide.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Minnesota Historical Society: State-level historical society operating a comparable portfolio of historic sites, museums, library/archives, genealogy services, and education programs. Most direct functional and structural peer to the Wisconsin Historical Society.
• New-York Historical Society: Major state/regional historical society combining a museum, library, and education programs with membership-driven revenue. Comparable mix of historic sites, research collections, and publishing operations.
• Chicago History Museum: Regional historical society operating a museum, research center, and educational programming with a comparable membership and donor model. Similar urban-headquartered, multi-program structure.
• Colonial Williamsburg Foundation: Nonprofit operator of a multi-site living-history museum and historic preservation program. Directly comparable in operating historic sites as the core product, with education programs and member-driven revenue.
• Conner Prairie: Indiana-based living-history museum and historic site operator offering field trips, memberships, and seasonal programming. Comparable in operating multiple historic properties with educational and visitor revenue.
• Old Sturbridge Village: Operating historic site and living-history museum in New England. Comparable business model as a multi-building historic attraction with admissions, memberships, and education programs.
• The Henry Ford (Henry Ford Museum & Greenfield Village): Nonprofit operating a museum complex with a historic village, extensive collections, and education programming. Comparable in integrating museum, historic structures, archives, and member-driven visitation.

Others

• American Association for State and Local History (AASLH): National professional association for state and local history organizations; a peer/partner ecosystem organization with which the Society collaborates on field guides and program handbooks.

Broad incumbents

• Smithsonian Institution: National-scale museum and research complex operating multiple museums, archives, and education programs. Functions as a broader incumbent in the same category with overlapping mission and significantly greater resources.
• National Archives and Records Administration: Federal archives and records governance agency providing public research access to historical documents. Adjacent to the Society's Library & Archives operations but at a national rather than state scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WisHistory
• YouTubeyoutube.com/channel/UCcrMR1aEK2iQ-lFyqfXlWnA/featured
• Facebookfacebook.com/wisconsinhistoricalsociety
• LinkedInlinkedin.com/company/wisconsin-historical-society
• Instagraminstagram.com/wisconsinhistoricalsociety

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 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 Wisconsin Historical Society