Wisconsin Land+Water Conservation Association

What Wisconsin Land+Water Conservation Association does

Wisconsin Land+Water Conservation Association (also operating as WI Land+Water) is a nonprofit membership organization founded in 1953 and headquartered at 301 S. Blount St. #302 in Madison, Wisconsin. It represents all 72 county land and water conservation departments (LWCDs) and approximately 450 Land Conservation Committee (LCC) supervisors across Wisconsin, in addition to over 350 county conservation staff. The association's mission is to advance locally led conservation on private lands — including soil health, farmland preservation, nutrient management, groundwater protection, and watershed work — by delivering training, advocacy, youth education, and interagency coordination to county conservation professionals and the farmers and landowners they serve. It does not sell a commercial software product; its "product" is a portfolio of programs and an institutional convening role.

The organization's core offerings are programmatic. They include the Annual Conference (71st edition in March 2024 with nearly 600 attendees and 40+ breakout sessions delivering CEUs/PDHs), the Wisconsin Envirothon youth competition, Summer Conservation Camps at Upham Woods and North Lakeland Discovery Center, the Conservation Awareness Poster and Speaking Contests, the SITCOM (State Interagency Training Committee) interagency training framework, an Interagency Mentorship Program launched in 2023, a Members Hub with a job board and on-demand resources, a bi-weekly Conservation Clips newsletter, the Conservation Farm Family of the Year award, and a Conservation in Action success-story program. Underlying technology is limited to standard web infrastructure; the organization's moat rests on its statutory designation and ecosystem position rather than any proprietary platform.

Revenue is generated through four streams: recurring membership dues from all 72 county LWCDs and 450 LCC supervisors, state and federal government grants (with Executive Director Matt Krueger having testified that a $12.4 million annual statewide baseline is needed for basic county conservation services), private foundation grants and individual donations (Sand County Foundation, The Nature Conservancy, individual donors via wisconsinlandwater.org/donate), and conference and event revenue (registrations, multi-tier sponsorships, silent auctions). Conference attendance growth from 350+ in 2019 to nearly 600 in 2024 is the clearest engagement signal. Pricing for membership and conference fees is not publicly itemized.

Name

Wisconsin Land+Water Conservation Association

Legal name

Wisconsin Land and Water Conservation Association

Website

https://wisconsinlandwater.org

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisconsin Land+Water Conservation Association is a 1953-founded nonprofit membership association representing all 72 Wisconsin county land and water conservation departments and ~450 Land Conservation Committee supervisors, delivering training, advocacy, youth education, and interagency coordination for locally led conservation.

Ownership category

akta.pro rank

Product category

Land and Water Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Water Resources & Watershed Protection (BPAGAGAK)

Keywords

• Conservation association services
• Land and water conservation
• Natural resources training
• Soil and water protection
• Conservation policy advocacy

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. County Membership Dues: WI Land+Water is a membership-based nonprofit supported by dues from county land and water conservation departments and land conservation committee supervisors. The organization's membership includes all 72 Wisconsin counties.
2. Government Grants: The organization receives state and federal funding, including grants for conservation programs. Executive Director Matt Krueger testified that a minimum baseline of $12.4 million annually is needed to allow counties to provide basic conservation services, indicating significant reliance on government funding.
3. Private Grants and Donations: WI Land+Water receives support from private foundations (e.g., Sand County Foundation, The Nature Conservancy), corporate sponsors for annual events, and individual donors. The organization maintains a scholarship fund for youth conservation camps.
4. Conference and Event Revenue: Annual conference generates revenue through registrations, exhibitor fees, silent auctions, raffles, and sponsorship tiers (Gold, Silver, Bronze, Nonprofit, Community, Contributing, Friends of Conservation levels).

Go-to-market motion5 records

Distribution channels10 records

Marketing channels11 records

Core offering

Wisconsin Land+Water Conservation Association is a nonprofit membership association that supports all 72 county land and water conservation departments (LWCDs) and 450+ Land Conservation Committee (LCC) supervisors across Wisconsin. It delivers professional development training (SITCOM), interagency coordination, advocacy to state and federal agencies, an annual conference, youth education programs (Wisconsin Envirothon, conservation camps, poster and speaking contests), a Members Hub with resources and job board, and conservation awards programs.

Product overview

Wisconsin Land and Water Conservation Association is a nonprofit membership organization that does not offer a commercial software product or platform. Its offerings consist of programs and services supporting county land and water conservation departments across all 72 Wisconsin counties. The core programs include: the Annual Conference (its flagship convening event), Conservation Awards and the Conservation Farm Family of the Year program, the Wisconsin Envirothon and Conservation Awareness Poster/Speaking Contests (youth education), Summer Conservation Camps, a Members Hub with job board and resources, a bi-weekly Conservation Clips newsletter, Conservation Training through SITCOM with an Interagency Mentorship Program, and Conservation in Action success stories. These programs collectively provide training, networking, youth engagement, career resources, and recognition to advance locally led conservation across Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Annual Conference Annual multi-day conference bringing together hundreds of Wisconsin conservation professionals, featuring 40+ breakout sessions, CEU/PDH credits, networking, awards banquet, silent auctions, exhibitor showcases, and youth contests.
• Conservation Awards Program

Quantifiable outcome

• Nearly 1,000 private wells tested in Dunn County in 8 weeks through county conservation staff-led free testing program
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered flagship, core and minor.

• USDA Natural Resources Conservation Service (NRCS)flagshipStrategic or Co-development Partner · 5 March 2024NRCS is the Gold Level sponsor of WI Land+Water's Annual Conference and works with county conservation departments to deliver conservation programs. NRCS staff participate in conference sessions and the Conservation Awards Banquet was generously sponsored by USDA-NRCS.
• Clean WisconsinflagshipStrategic or Co-development PartnerClean Wisconsin is a founding member of the Clean Water Initiative, a joint effort with Dairy Business Association, The Nature Conservancy, and WI Land+Water to find common ground on water and agricultural issues. The partnership championed 2023 Wisconsin Act 42 (Farmland Preservation Program updates) and advocates for bipartisan water quality legislation.
• Dairy Business AssociationflagshipStrategic or Co-development PartnerPart of the Clean Water Initiative partnership with Clean Wisconsin, The Nature Conservancy, and WI Land+Water. The Dairy Business Association represents Wisconsin dairy farms of all sizes and co-championed the Farmland Preservation Program reforms in 2023 Act 42.
• The Nature ConservancyflagshipStrategic or Co-development PartnerFounding member of the Clean Water Initiative. The Nature Conservancy co-authored statements supporting 2023 Wisconsin Act 42 and works with WI Land+Water on conservation easements and farmland preservation tax credits. Bronze Level conference sponsor.
• U.S. Environmental Protection Agency (EPA)flagshipStrategic or Co-development PartnerEPA administers the Small Communities — Big Challenges Competition, a partnership with HUD, Association of Fish and Wildlife Agencies, health officials associations, and the National Environmental Health Association. Three Wisconsin counties won a combined $97,500 under this program, with county conservation departments leading implementation.
• Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP)coreStrategic or Co-development PartnerDATCP partners with WI Land+Water on Farmland Preservation Program administration, Conservation Farm Family of the Year award, producer-led watershed grants, and the Land & Water Conservation Board. Silver Level conference sponsor. DATCP Secretary Brad Pfaff has been a featured speaker at annual conferences.
• Wisconsin Department of Natural Resources (WDNR)coreStrategic or Co-development PartnerWDNR is a key partner in conservation delivery and co-develops standards (NR 151 revisions) with WI Land+Water and county departments. WDNR staff participate in SITCOM training coordination. The department is a sponsor and exhibitor at the annual conference.
• State Interagency Training Committee (SITCOM)coreStrategic or Co-development PartnerSITCOM is an interagency body including NRCS, DATCP, WDNR, UW/UW-Extension, County Land and Water Departments, and nonprofit partners. It developed and delivers shared conservation training content and launched the Interagency Mentorship Program in 2023. WI Land+Water serves as the host organization for SITCOM.
• Wisconsin Rural Water AssociationcoreStrategic or Co-development PartnerPartnered with Marathon County Conservation, Planning and Zoning Department, Marathon County Health Department, and the Village of Athens on the 'Marathon Method' initiative to address elevated nitrates in municipal drinking water through land use practice changes.
• Health Dunn Right (Dunn County)minorStrategic or Co-development PartnerDunn County Land & Water Conservation Division partnered with Health Dunn Right to create social media and print materials promoting free well water testing, which reached nearly every household in the county and resulted in nearly 1,000 wells tested.
• Sauk County Land Resources & Environment DepartmentcoreStrategic or Co-development PartnerNominated Roger Bindl for the 2025 Conservation Farm Family of the Year award and collaborated on organizing Conservation Observance Day and farm field days. Sauk County conservation staff (Melissa Schlupp, Brian Sadler) work closely with Roger Bindl and SSWIG.
• Wisconsin Lions Camp (Rosholt, WI)minorStrategic or Co-development PartnerThe Wisconsin Lions Camp serves as the annual host venue for the Wisconsin Envirothon competition, providing outdoor testing stations for aquatic ecology, forestry, soils/land use, and wildlife.
• Upham Woods Outdoor Learning CenterminorStrategic or Co-development PartnerUpham Woods, located on the Wisconsin River with 318 acres including Blackhawk Island, hosts the annual Middle School Conservation Camp for students entering grades 6-8.
• North Lakeland Discovery CenterminorStrategic or Co-development PartnerNLDC in Manitowish Waters, WI hosts the annual High School Conservation Camp for students entering grades 9-12, providing a lake, river, mixed forest, and bog environment for conservation education.
• University of Wisconsin-Madison Division of ExtensioncoreStrategic or Co-development PartnerUW-Extension specialists provide county agricultural extension agents and conservation technical support. UW-Madison Extension is a nonprofit-level sponsor of the annual conference and participates in SITCOM training coordination.
• Wisconsin Standards Oversight CouncilcoreStrategic or Co-development PartnerWI Land+Water is a member of the Wisconsin Standards Oversight Council, which celebrated 25 years of interagency partnership in 2021. The council produces technical standards (e.g., NR 151) that county conservation departments implement for groundwater and runoff protection.
• Wisconsin Coastal Management ProgramminorGTM or Marketing PartnerSilver Level sponsor of the 71st Annual Conference. The Wisconsin Coastal Management Program supports coastal conservation initiatives in the state.
• Wisconsin Farmers UnionminorGTM or Marketing PartnerSilver Level sponsor of the 71st Annual Conference. The Wisconsin Farmers Union represents family farmers and supports conservation and sustainable agriculture policy.
• Savanna InstituteminorGTM or Marketing PartnerSilver Level sponsor of the 71st Annual Conference. The Savanna Institute works on perennial agriculture and agroforestry in the Upper Midwest.
• Sand County FoundationminorGTM or Marketing PartnerBronze Level sponsor of the 71st Annual Conference. Sand County Foundation supports conservation on private lands and is a partner in Wisconsin conservation initiatives.
• Wisconsin Counties AssociationminorGTM or Marketing PartnerBronze Level sponsor of the 71st Annual Conference. The Wisconsin Counties Association represents county governments and supports county conservation funding initiatives.
• Dodge County Land and Water Conservation DepartmentcoreStrategic or Co-development PartnerPartnered with WI Land+Water and DATCP to host the 2019 Conservation Farm Family of the Year award and Conservation Observance Day at T&R Dairy. The county LWCD nominated the Peirick family and organized the public event.
• University of Wisconsin-Stevens Point Center for Watershed Science and EducationcoreStrategic or Co-development PartnerCoordinated the Nitrate Workshop at Isherwood Farm with WI Land+Water, DATCP, Extension, and USDA-NRCS. UW-SP provides groundwater education specialist Kevin Masarik and nitrogen budgeting tools for county conservation staff.
• UW-ExtensioncoreStrategic or Co-development PartnerCoordinated the Nitrate Workshop with WI Land+Water, UW-SP, DATCP, and USDA-NRCS. Extension agents provide on-the-ground technical assistance to county conservation departments and farmers.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ohio Federation of Soil and Water Conservation Districts: Statewide umbrella for Ohio's 88 county soil and water conservation districts, providing training, advocacy, and youth programs structurally identical to WI Land+Water's portfolio of services.
• Illinois Association of Soil and Water Conservation Districts: A neighboring state-level association with the same county-district structure, training mission, and youth education programs. Closely comparable to WI Land+Water in governance model, member profile, and policy advocacy on soil and water conservation.
• National Association of Conservation Districts (NACD): The national umbrella body for the network of state and county conservation district associations to which WI Land+Water directly belongs. NACD runs parallel poster contests, Envirothon programming, and federal advocacy that mirror WI Land+Water's programs and is the parent association for its annual awards pipeline.
• Michigan Association of Conservation Districts: Michigan's statewide association of conservation districts serving all 83 counties with professional development, youth education, and policy advocacy. Functionally analogous to WI Land+Water across members, programs, and funding model.
• Minnesota Association of Soil and Water Conservation Districts: Direct regional peer delivering near-identical convening, training, and advocacy services for Minnesota's county-level conservation districts. Operates with the same BWSR partnership model and similar county-level delivery mechanics as WI Land+Water.
• Indiana Association of Soil and Water Conservation Districts: Another state-level conservation district association with comparable membership of county districts, training programs, scholarship and youth contests, and annual conferences. Operates as a peer association serving Indiana's conservation delivery network.

Regional players

• River Alliance of Wisconsin: Wisconsin-based water-focused nonprofit and former employer of WI Land+Water's current Executive Director Matt Krueger. Operates alongside WI Land+Water on water quality policy and river restoration advocacy, making it a regional peer in member/advocate overlap.

Broad incumbents

• The Nature Conservancy in Wisconsin: A large, well-resourced conservation nonprofit actively operating in Wisconsin and a Flagship Clean Water Initiative partner of WI Land+Water. Overlaps in policy advocacy, private-lands conservation, and water quality work but operates at national scale with significantly larger budgets.
• Sand County Foundation: A national private-lands conservation nonprofit headquartered in Wisconsin and a recurring conference sponsor and program partner of WI Land+Water. Shares focus on farmer-led conservation but works at broader scope with private philanthropy and Leopold Conservation Award programming.

Others

• Dairy Business Association: Wisconsin's primary dairy industry trade group and a Flagship Clean Water Initiative partner of WI Land+Water. Not a conservation peer per se, but a critical coalition partner for the bipartisan Farmland Preservation advocacy that defines WI Land+Water's recent policy wins.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wilandwater
• Facebookfacebook.com/wisconsinlandwater

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Land+Water Conservation Association