American Littoral Society

What American Littoral Society does

The American Littoral Society is a 501(c)(3) nonprofit founded in 1961 at Sandy Hook, NJ, that promotes the study and conservation of marine life and coastal habitat through advocacy, conservation, and education. It runs a portfolio of interconnected programs including one of the world's largest recreational saltwater fish tagging programs, the NY State Beach Cleanup (since 1985), the Restoration Corps youth green-jobs program, Coast Camp summer education, and oyster reef living shoreline construction. Operationally it works from six locations across New Jersey, New York, and Florida, supported by a small core staff of 11-50 supplemented by seasonal Restoration Corps participants and a large volunteer base.

The organization's core technology assets are its fish tagging and horseshoe crab tagging databases (feeding recapture data to the US Fish and Wildlife Service), GIS-based habitat mapping, and proprietary reef construction methods using whelk shell bags. Its programs are delivered directly through field offices and partner sites, with merchandise and tagging supplies sold through an online store (membership required for tagging supplies). Revenue is generated through a hybrid mix of membership dues, individual and corporate donations, foundation and government grants (National Fish and Wildlife Foundation, William Penn Foundation, PSE&G, USFWS, NJDEP), program fees (Coast Camp $250/week, surf fishing clinics $20-$60), and merchandise sales.

Its customer base spans individual members and recreational fishers, K-12 schools and students, young adults in the Restoration Corps, volunteer Beach Captains, and government agencies at the federal, state, and municipal levels. Major projects include the $7.5 million Wreck Pond restoration with NJDEP and a $2.2 million USFWS-funded fish passage. The organization is led by Executive Director Danielle McCulloch following the 2025 retirement of Tim Dillingham after 23 years of service.

Name

American Littoral Society

Legal name

American Littoral Society

Website

https://littoralsociety.org

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

The American Littoral Society is a 501(c)(3) nonprofit founded in 1961 that runs citizen science, habitat restoration, and coastal education programs — including one of the world's largest recreational fish tagging programs — serving members, volunteers, schools, and government partners across the US East Coast.

Ownership category

akta.pro rank

Product category

Environmental Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

akta.pro secondary industry

Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH)

Keywords

• Coastal conservation
• Marine habitat restoration
• Citizen science
• Environmental education
• Fish tagging program

Headquarters

HQ city

Highlands

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Dues: Annual membership fees provide core organizational support and access to tagging supplies and programs
2. Donations and Contributions: Individual donations, corporate sponsorships, and fundraising events support conservation and education programs
3. Merchandise Sales: Online store sells fish tagging supplies (tag kits, applicator needles), branded merchandise (caps, t-shirts, beanies), and donations. Must be current member to purchase tagging supplies.
4. Program Fees: Coast Camp fees ($250 per week), surf fishing clinic fees ($20 members/$60 nonmembers), and special event ticket sales
5. Grants and Foundation Funding: Major funding from National Fish and Wildlife Foundation, William Penn Foundation, PSE&G Neighborhood Partners Program, and other environmental foundations for specific restoration and education projects

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

American Littoral Society is a 501c3 nonprofit that promotes the study and conservation of marine life and habitat through citizen science programs (fish and horseshoe crab tagging), beach cleanups, oyster reef and living shoreline habitat restoration, youth employment and education initiatives, and environmental field programs for schools and families. The organization sells fish tagging supplies and branded merchandise through its online store, and supplements program operations with membership dues, donations, and grants from foundations and government agencies.

Product overview

The American Littoral Society operates as a membership-based nonprofit organization offering a portfolio of interconnected conservation programs. The core offerings include the Fish Tagging Program (with associated tagging supply products), the Restoration Corps youth employment initiative, Coast Camp educational programs, and Beach Cleanup coordination. The organization sells related merchandise including tagging supplies (lock-on, spaghetti, and dart tag kits with applicator needles), branded apparel (caps, t-shirts, beanies), and accepts donations through add-on purchases. The products are distributed through the organization's website store and require membership for tagging supply access.

Differentiator

Problem solved

Functional benefit

Brands

• Restoration Corps (R-Corps): Youth employment and education initiative providing training, education, and job skills for young people aged 16-25 in conservation, habitat restoration, and education

Products and services

• Membership Program Annual membership program providing access to tagging supplies, educational programs, and supporting the organization's coastal conservation mission. Required for purchase of fish tagging supplies.
• Fish Tagging Program A citizen science program enabling recreational anglers to tag and report recaptures of marine fish, contributing valuable data to marine fisheries science. Participants receive tagging supplies, data cards, and training materials.

Quantifiable outcome

• 4,800 volunteers removed 31,702 pounds of debris from 184 miles of NY shoreline in 2022
• +5 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

22 partnerships are on record, tiered core and supporting.

• U.S. Fish and Wildlife ServicecoreStrategic or Co-development PartnerPartner on horseshoe crab tagging program (Society tags crabs for USFWS), Delaware Bay reef projects, and Wreck Pond fish passage; provides technical and funding support
• New Jersey Division of Fish and WildlifecoreStrategic or Co-development PartnerPartner on Delaware Bay beach restoration and reef projects following Hurricane Sandy
• Conserve Wildlife Foundation of NJcoreStrategic or Co-development PartnerCollaborates on Shell-A-Bration reef building events, beach restoration, and horseshoe crab conservation programs
• National Park Service / Gateway National Recreation AreacoreStrategic or Co-development PartnerPartner for Sandy Hook and Jamaica Bay programs; hosts cleanup events and restoration projects on federal lands
• Ocean ConservancycoreStrategic or Co-development PartnerSociety participates in International Coastal Cleanup; data from NY Beach Cleanup sent to Ocean Conservancy for analysis and policy recommendations
• Long Island Sound StudysupportingStrategic or Co-development PartnerPartner in Long Island Sound cleanup and protection efforts through #DontTrashLISound campaign
• New Jersey Department of Environmental ProtectioncoreStrategic or Co-development PartnerPartner on Wreck Pond $7.5 million restoration project through Flood Hazard Risk Reduction and Resiliency grant program; funded biological assessments
• South Jersey Landscape Makeover ProgramsupportingStrategic or Co-development PartnerFunded new rain garden at Dr. John Winslow Elementary School in Vineland, NJ; provides expert advice and financial assistance for green infrastructure
• NYC Dept. of Environmental ProtectionsupportingStrategic or Co-development PartnerSponsor of NY State Beach Cleanup program and partner in Long Island Sound cleanup efforts
• NYC Dept. of Parks & RecreationsupportingStrategic or Co-development PartnerPartner in NY State Beach Cleanup across New York City and Long Island
• NYC Dept. of SanitationsupportingStrategic or Co-development PartnerPartner in NY State Beach Cleanup coordination
• NY State Dept. of Environmental ConservationsupportingStrategic or Co-development PartnerPartner in NY State Beach Cleanup and coastal protection initiatives
• Cape May Salts OysterssupportingStrategic or Co-development PartnerTransported shell bags on pallets to Thompsons Beach for Shell-A-Bration reef construction
• TJ Shaheen and Builders' GeneralsupportingStrategic or Co-development PartnerPartnered with Littoral Society on Rumson St. Patrick's Day parade float for oyster shell recycling program
• The Lusty LobstersupportingStrategic or Co-development PartnerPartner in parade events and oyster shell recycling; provides walking oyster bar at events; seafood vendor at Lobster Run
• ACT EngineerssupportingStrategic or Co-development PartnerHorseshoe Crab Sponsor for Members Day 2026 event
• Wildlife Restoration PartnershipssupportingStrategic or Co-development PartnerHorseshoe Crab Sponsor for Members Day 2026
• Monmouth County TourismsupportingStrategic or Co-development PartnerHorseshoe Crab Sponsor for Members Day 2026 event
• Hofstra UniversitysupportingStrategic or Co-development PartnerDr. Russell Burke coordinates Jamaica Bay Terrapin Research Project that R-Corps participants assist with
• NJ Conservation FoundationsupportingStrategic or Co-development PartnerPartner in efforts to permanently preserve 86-acre parcel of land in South Jersey
• Stockton University Coastal Research CentersupportingStrategic or Co-development PartnerPartner in Delaware Bay restoration activities including Bay Point Beach monitoring
• RiverkeepersupportingStrategic or Co-development PartnerSociety refers pollution violations to Riverkeeper for reporting

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ocean Conservancy: National marine conservation nonprofit that runs the International Coastal Cleanup — the very program the Littoral Society participates in. Compares on coastal debris policy and citizen science engagement, but at a much larger national scale.
• National Wildlife Federation: National conservation nonprofit with coastal resilience, wildlife, and education programs. Compares on advocacy and education dimensions, with much broader national scope and policy influence.
• The Nature Conservancy: Largest global conservation organization with significant coastal and marine programs in NJ/NY. Comparable on habitat restoration and government partnerships, but operates globally with vastly greater resources.

Direct peers

• Chesapeake Bay Foundation: Regional restoration nonprofit focused on Chesapeake Bay watershed with oyster reef restoration, environmental education, and advocacy programs. Closely comparable operating model focused on a single coastal ecosystem.
• Surfrider Foundation: Coastal conservation nonprofit focused on beach access, water quality, and coastal ecosystems. Directly comparable through beach cleanup programs, citizen science (Blue Water Task Force), and chapter-based volunteer model along US coasts.
• Restore America's Estuaries: National alliance of coastal restoration organizations that convenes estuarine habitat restoration practitioners. Comparable on estuary/coastal restoration focus and federal funding advocacy.
• Conserve Wildlife Foundation of NJ: NJ-based wildlife conservation nonprofit that is an active Littoral Society partner on Shell-A-Bration and horseshoe crab programs. Directly comparable in mission, geography, and partnership ecosystem.
• Coastal Conservation Association: National nonprofit focused on marine resources conservation with strong recreational fishing membership base. Directly comparable on fish habitat advocacy and recreational angler engagement model.

Regional players

• NJ Conservation Foundation: NJ-based land conservation nonprofit that is an active Littoral Society partner on South Jersey land preservation. Comparable on NJ conservation focus, but oriented to land acquisition rather than marine/coastal habitat.
• Riverkeeper: NY-based waterway conservation organization that the Littoral Society refers pollution violations to. Comparable on water quality advocacy and NY regional focus, but focused on rivers/Hudson rather than coastal/saltwater.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LittoralSociety
• Instagraminstagram.com/littoralsociety
• Xx.com/littoralsociety

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 American Littoral Society