Naturskyddsföreningen

What Naturskyddsföreningen does

Naturskyddsföreningen (Swedish Society for Nature Conservation) is Sweden's largest environmental organization, founded in 1909 and headquartered in Stockholm. It operates as a non-profit membership association with approximately 200,000 members, a national staff of 101-250 employees, and a decentralized network comprising 21 county organizations (länsförbund) and approximately 250 local associations (kretsar) covering all of Sweden's counties. The organization's core mission is to spread knowledge about environmental issues, map environmental threats, propose solutions, and hold politicians and authorities accountable on climate, biodiversity, and pollution issues.

The product portfolio centers on annual and monthly memberships (35 SEK/month standard, 20 SEK/month for under-26), with members receiving the Sveriges Natur magazine published five times per year, access to local activities, and various discounts. Ancillary revenue streams include donations, corporate partnerships (stödföretag), bequests handled by dedicated philanthropy staff, Bra Milj\u00f6val environmental certification licensing across 12 business areas, gift memberships, and securities donations. Sub-brands include Fältbiologerna (youth program for ages 6-25), Natursnokarna (family nature program), the Skarpt läge YouTube/podcast media series, and the Valkompass för klimat och natur 2026 voter guide. The organization also distributes educational materials to schools from preschool through upper secondary.

The go-to-market motion is community-led, leveraging the decentralized local chapter network, national campaigns (e.g., Operation: Save the Bees, the August 2026 Big Climate Demonstration), and a coalition of 100+ civil society partners. Internationally, the organization coordinates Green Action Week and works with approximately 40 partner organizations across Africa, Asia, Latin America, and Eastern Europe. There is no proprietary technology stack or AI capability disclosed; the organization is an advocacy and education entity rather than a technology company.

Name

Naturskyddsföreningen

Legal name

Naturskyddsföreningen

Website

https://naturskyddsforeningen.se

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

101–250 employees

Short description

Naturskyddsföreningen is Sweden's largest environmental non-profit organization, founded in 1909, serving approximately 200,000 members through advocacy, education, environmental certification (Bra Milj\u00f6val), and a decentralized network of 250 local associations across all Swedish counties.

Ownership category

akta.pro rank

Product category

Environmental Advocacy and Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Biodiversity & Habitat Conservation (BPAGAGAA)

akta.pro secondary industries

Climate Change Mitigation & Adaptation (BPAGAGAF), Environmental, Climate & Sustainability Standards & Reporting Cooperation (BPADANAI)

Keywords

• Environmental advocacy organization
• Nature conservation services
• Membership-based nonprofit
• Environmental certification programs
• Climate policy advocacy

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership fees: Annual and monthly membership fees from over 200,000 members in Sweden. Standard membership is 35 kr/month (420 kr/year), with reduced rate of 20 kr/month (240 kr/year) for members under 26 years of age.
2. Donations and gifts: One-time donations, monthly giving (månadsgivare), memorial gifts, and tribute gifts. Donors can direct gifts to specific focus areas or general operations.
3. Corporate partnerships and sponsorships: Support company partnerships including corporate gifts, support company memberships (stödföretag), campaign partnerships, and strategic collaboration agreements. Includes support for specific campaigns like Operation: Save the Bees.
4. Bequests and testamentary gifts: Testamentary gifts and estate bequests from supporters who include the organization in their wills.
5. Bra Miljöval licensing: Licensing revenue from the Bra Miljöval environmental certification mark, which businesses can license to certify their products as environmentally preferable.
6. Merchandise and retail: Sale of gift memberships (presentmedlemskap) at 420 kr for standard and 240 kr for youth, as well as other merchandise.
7. Securities and share donations: Transfer of securities and shares as charitable donations, which provides tax advantages for donors.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Naturskyddsföreningen (Swedish Society for Nature Conservation) is Sweden's largest environmental organization, operating as a non-profit membership association with over 200,000 members. It delivers environmental advocacy, conservation campaigns, and educational programs, while running the Bra Miljöval environmental certification system across 12 business areas. The organization publishes the Sveriges Natur magazine, organizes nationwide local activities through approximately 250 local associations and 21 county organizations, and offers youth and family programs (Fältbiologerna and Natursnokarna) alongside corporate partnerships and donation channels.

Product overview

Naturskyddsföreningen (Swedish Society for Nature Conservation) is Sweden's largest environmental organization with approximately 200,000 members, offering a membership-based product portfolio centered around environmental advocacy, education, and conservation. The core offering is membership (annual or monthly), which includes the magazine Sveriges Natur (5x/year), access to activities nationwide, and various discounts. The product range includes gift memberships (presentmedlemskap for adults and youth), the Bra Miljöval environmental certification system, youth and family programs (Fältbiologerna and Natursnokarna), digital tools like the Valkompass voter guide, media content including the Skarpt läge YouTube/podcast series, educational materials for schools, and corporate partnership programs. The organization also offers fundraising capabilities and commemorative gift products. The portfolio functions as an integrated membership organization rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Bra Miljöval: Environmental certification/m labeling system operated by the organization for products and services meeting environmental standards.
• Sveriges Natur
• Natursnokarna
• Fältbiologerna

Products and services

• Medlemskap (Membership) Standard and youth annual/monthly memberships for Swedish citizens concerned with environmental and climate issues.
• Presentmedlemskap (Gift Membership) One-year gift membership at 420 SEK standard or 240 SEK for recipients under 26 years old.
• Bra Miljöval (Good Environmental Choice certification) Environmental certification system covering 12 business areas, enabling businesses to certify products and services as environmentally preferable for consumers.
• Sveriges Natur (Member Magazine) Member magazine published 5 times per year covering nature and environmental topics with independent journalism.
• Fältbiologerna (Youth Nature Club) Free membership and nature activities for children and young people aged 6-25 focused on biology and nature exploration.
• Natursnokarna (Family Nature Program) Family nature program providing organized activities and outings for children and their adults to discover nature together.
• Valkompass för klimat och natur 2026 (Climate and Nature Voter Guide) Digital voter guide tool that helps citizens compare their positions on climate and nature issues with political parties' responses, covering 22 environmental policy questions.
• Skarpt läge (YouTube and Podcast Program) YouTube and podcast program that monitors political developments, debunks myths, and keeps viewers updated on current environmental and climate policy news.
• School Educational Materials (Skolmaterial) Educational materials for schools including lesson plans, films, quizzes, and fact sheets from preschool to upper secondary level on nature, climate, and environment topics.
• Stödföretag och företagssamarbeten (Corporate Partnership Program) Corporate support program enabling companies to become supporting companies, provide corporate gifts, or partner strategically to support environmental work.
• Guided Nature Tours and Activities Guided nature tours and activities such as meadow harvesting, bird watching, bat spotting, and national park excursions, offered at 100-120 SEK per person with discounts for members and free admission for children under 18.

Quantifiable outcome

• Over 2,500 white-tailed sea eagles in Sweden today, after the species was saved from extinction in 1924 thanks to Naturskyddsföreningen's advocacy.
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• FältbiologernacoreStrategic or Co-development PartnerFältbiologerna is the youth branch of Naturskyddsföreningen, for children and young people aged 6-25. Free membership is offered to this age group, enabling youth engagement in nature and environmental activities.
• Bra MiljövalcoreStrategic or Co-development PartnerBra Miljöval is Naturskyddsföreningen's environmental certification system operating for over 30 years. It covers 12 business areas and helps consumers identify products that are least harmful to the environment.
• Sveriges Natur (member magazine)coreStrategic or Co-development PartnerSveriges Natur is the independent member magazine of Naturskyddsföreningen, published 5 times per year following journalistic principles with an independent editorial team.
• Rebellmammorna (Extinction Rebellion)majorGTM or Marketing PartnerRebellmammorna is a partner in the Big Climate Demonstration (Den stora klimatdemonstrationen) scheduled for August 23, 2026 in Stockholm, mobilizing civil society for climate action.
• Rebellpapporna (Extinction Rebellion)majorGTM or Marketing PartnerRebellpapporna is a partner in the Big Climate Demonstration, working together with Naturskyddsföreningen and other civil society organizations for the 2026 climate demonstration.
• Researchers' DeskmajorGTM or Marketing PartnerResearchers' Desk is a partner in the Big Climate Demonstration, contributing academic perspectives and researcher mobilization to the climate action event.
• Green Action WeekcoreStrategic or Co-development PartnerGreen Action Week is an international initiative coordinated by Naturskyddsföreningen that brings together environmental organizations worldwide around sustainable consumption themes.
• 100+ civil society organizations (climate demonstration)majorGTM or Marketing PartnerOver 100 civil society organizations have joined the Big Climate Demonstration, including labor unions (LO, Kommunal, Vision, ST), human rights groups (RFSL, Amnesty), environmental groups (WWF, Greenpeace, BirdLife), and religious organizations (Church of Sweden).
• Approximately 40 international partner organizationscoreStrategic or Co-development PartnerNaturskyddsföreningen works with around 40 organizations in Africa, Asia, Latin America, and Eastern Europe, as well as participating in various global networks and EU-level collaborations for environmental advocacy.
• Batlife SwedenminorStrategic or Co-development PartnerCollaboration on bat spotting activities in Västerås area, combining expertise in bat conservation with local nature activities.
• Studiefrämjandet MälardalenminorStrategic or Co-development PartnerPartner in bat spotting activities, providing educational support and adult education expertise for nature observation activities.
• Storstockholms NaturguiderminorChannel Partner/ Reseller/ DistributorPartner in organizing guided tours such as the Ängsö Nationalpark excursion, providing professional nature guiding services.
• LawlyminorImplementation/ SI/ Consulting PartnerLawly provides free online testament preparation services in partnership with Naturskyddsföreningen, enabling members to create legally valid wills at no cost.
• SkjutsgruppenminorGTM or Marketing PartnerCarpooling platform offered as a member benefit for Naturskyddsföreningen members, facilitating ride-sharing to events and demonstrations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Greenpeace Nordic: Greenpeace Nordic operates in Sweden and the Nordics as a leading environmental advocacy and campaigning organization, competing for the same Swedish donor and activist pool and partnering with Naturskyddsföreningen on joint climate actions.
• Norges Naturvernforbund: Norway's Nature Conservation Federation is a Nordic peer with an identical membership-based advocacy model, local chapter network, and policy focus on climate, biodiversity, and environmental protection.
• Danmarks Naturfredningsforening: Denmark's largest environmental NGO with a similar membership-based, 100+ year heritage model focused on nature conservation, advocacy, and local chapters — the closest structural analogue to Naturskyddsföreningen across the Nordics.
• Finnish Nature League (Luonnonsuojeluliitto): Finnish Nature League is Finland's largest environmental NGO, directly comparable in mission (nature conservation, climate, advocacy), member-funded model, and decentralized local association structure.
• WWF Sweden (Världsnaturfonden): WWF Sweden is the Swedish affiliate of WWF, a major environmental conservation NGO. It competes directly with Naturskyddsföreningen for Swedish environmental donors, corporate partnerships, and members, and is a co-partner in the 2026 climate demonstration coalition.

Broad incumbents

• Sierra Club: Sierra Club is a US national environmental NGO with a 130+ year history and grassroots chapter network, offering a comparable model of mission-driven advocacy, education, and membership-based community organizing.
• The Wildlife Trusts (UK): The Wildlife Trusts is the UK's largest umbrella conservation movement with a membership- and local-trust-based model analogous to Naturskyddsföreningen's kretsar structure, operating on a national scale across a single country.
• NABU (Naturschutzbund Deutschland): NABU is Germany's largest environmental association with 900,000+ members, a 100+ year heritage, and a federated state/local chapter structure closely mirroring Naturskyddsföreningen's länsförbund/kretsar model.

Emerging players

• BirdLife Sverige: BirdLife Sverige is a Swedish bird and biodiversity conservation organization. It overlaps with Naturskyddsföreningen on biodiversity advocacy and is a co-partner in the 2026 climate demonstration, but focuses on a narrower species/ habitat niche.
• KRAV (Sweden): KRAV is Sweden's leading organic and sustainability certification label. It competes with Bra Miljöval in the Swedish environmental certification market and serves overlapping corporate partners seeking credible sustainability credentials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@naturskyddsf
• Xx.com/naturskyddsf
• Facebookfacebook.com/naturskyddsforeningen

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Naturskyddsföreningen