Texan by Nature

What Texan by Nature does

Texan by Nature is a 501(c)(3) nonprofit conservation organization headquartered in Austin, Texas, founded in 2011 by Laura Bush, Regan Gammon, and Katharine Armstrong under CEO Joni Carswell. It operates a "Connect-Convene-Catalyze" model that bridges private-sector businesses with conservation practitioners across all 254 Texas counties, serving corporate sustainability and CSR stakeholders, conservation nonprofits, landowners, and individual donors. The organization acts as an intermediary and capacity builder rather than a direct project operator.

Its core programmatic portfolio includes the Conservation Wrangler (a multi-year capacity-building and funding accelerator for select conservation projects), TxN 20 (a biennial recognition program for exemplary Texas conservation work), TxN Certification (a voluntary market-based certification for ranches implementing land stewardship practices), an annual Conservation Summit, the Texas Water Action Collaborative (TxWAC), and a Conservation Partner Network comprising more than 200 organizations and 750+ conservation projects. The proprietary Return on Conservation (ROC) framework provides data-driven measurement of conservation outcomes for corporate sponsors and project recipients. The organization's underlying technology footprint is primarily a programmatic and convening platform; no proprietary software products are disclosed beyond the ROC measurement framework.

Texan by Nature's revenue model is multi-channel and nonprofit in structure, drawing from business memberships, corporate sponsorships, individual memberships and donations, Summit registration and sponsorship revenue, and merchandise sales. Founding and long-tenured members include EOG Resources (since 2016), H-E-B (since 2018), ConocoPhillips (since 2021), DFW Airport (since 2022), and Apex Clean Energy (since 2024), with additional corporate sponsors including Microsoft, Google, Meta, Amazon, ExxonMobil, and Leeward Renewable Energy. It holds a Charity Navigator 4-star rating and the GuideStar Platinum Seal of Transparency.

Name

Texan by Nature

Legal name

Taking Care of Texas (d/b/a Texan by Nature)

Website

https://texanbynature.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Texan by Nature is a 501(c)(3) nonprofit founded in 2011 that connects businesses with conservation efforts across all 254 Texas counties. It operates programs including Conservation Wrangler, TxN 20, and the Texas Water Action Collaborative to catalyze private-sector conservation investment.

Ownership category

akta.pro rank

Product category

Environmental Conservation Services

akta.pro primary industry

Wildlife, Biodiversity & Habitat Conservation Administration (BPAIAMAG)

akta.pro secondary industries

Nature & Biodiversity Reporting (TNFD, natural capital) (EUAHAJAM), Ecosystem Services & Natural Capital Programs (Water, Biodiversity Credits, PES) (IMAMAJAK)

Keywords

• Conservation nonprofit
• Environmental partnerships
• Wildlife conservation
• Natural resource management
• Conservation certification

Headquarters

HQ city

Austin

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. Business Membership Dues: TxN offers Catalyst Membership to businesses seeking to align sustainability goals with conservation projects. Members receive access to network, consulting, and recognition programs.
2. Corporate Sponsorships: Program and project sponsors fund Conservation Wrangler projects, Conservation Partner program, Conservation Summit, and other initiatives. Sponsors receive recognition and visibility.
3. Individual Memberships: Individual proud Texans and friends of Texas join the mission through individual memberships supporting conservation efforts.
4. Donations: General donations from individuals supporting the organization's mission to advance conservation in Texas.
5. Conservation Summit Revenue: Revenue from Conservation Summit ticket sales and sponsorships. The 9th annual Summit scheduled for October 27, 2026 at George W. Bush Presidential Center.
6. Store Sales: TxN Store sells merchandise where purchases support conservation efforts across Texas.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Texan by Nature is a Texas-based 501(c)(3) nonprofit conservation accelerator that connects businesses, conservation organizations, and individuals to advance science-based conservation across the state. Its portfolio of programs includes an annual Conservation Wrangler accelerator for selected projects, the TxN 20 recognition program, TxN Certification for conservation efforts, the Texas Water Action Collaborative (TxWAC) for funding matching, a Conservation Partner Network of 200+ organizations, and the annual Conservation Summit.

Product overview

Texan by Nature operates as a Texas-led conservation non-profit accelerator that brings conservation and business together through a portfolio of interconnected programs. The core offerings include: the Conservation Wrangler accelerator program selecting up to 6 projects annually for 18 months of intensive support; the annual Conservation Summit convening business and conservation leaders; TxN Certification recognizing meaningful conservation efforts; the TxN 20 annual recognition of top conservation-performing companies; the Texas Water Action Collaborative (TxWAC) facilitating funding matching; and the Conservation Partner Network of 200+ organizations. The organization also offers a Business Membership Program and publishes the Return on Conservation (ROC) Index to quantify conservation impact.

Differentiator

Problem solved

Functional benefit

Products and services

• Conservation Wrangler An accelerator program that catalyzes Texan-led conservation projects, providing 12-18 months of tailored support including program management, strategic planning, marketing, metrics capture, professional content production, and partnership development to selected conservation projects each year.
• Conservation Summit An annual gathering hosted by Texan by Nature that brings conservation and business leaders together for impact-focused dialogue and networking, featuring Conservation Wranglers, businesses, and organizations making positive impacts for Texas communities, economy, and natural resources.
• TxN Certification Certification program providing Texas employers, organizations, and individuals with formal recognition of meaningful conservation efforts involving and benefitting people, prosperity, and natural resources; certified projects receive a webpage spotlight, TxN logo usage, printed certification, and metal signs.
• TxN 20 An annual recognition program honoring companies with Texas operations that have demonstrated commitment to conservation, evaluating candidates across 12 industries using a 17-point scoring system based on stated conservation commitment, reported metrics, investment, and measured impact.
• Texas Water Action Collaborative (TxWAC) A matching service and initiative that connects funders with conservation projects delivering tangible natural resource benefits; hosts bi-monthly meetings, develops transformational projects, and offers custom project matching services for members, having facilitated over $7 million in funding since 2021.
• Conservation Partner Network A network of 200+ conservation organizations working across Texas's diverse landscapes, providing custom resources, best practices, network connections, and matching partner opportunities with business members to accelerate conservation impact.
• TxN Business Membership Program A business membership program connecting companies with conservation opportunities, providing strategic partnership, project matching, sustainability goal alignment, and access to the Conservation Partner network.
• Return on Conservation (ROC) Index A science-based research index and methodology that quantifies the return on conservation investments, helping organizations understand the economic and environmental value of conservation efforts across people, prosperity, and natural resources dimensions.

Quantifiable outcome

• $7 million in conservation funding facilitated since 2021
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

26 partnerships are on record, tiered core and flagship.

• Apex Clean EnergycoreStrategic or Co-development PartnerBusiness member since 2024, participating in TxN's conservation network and sustainability initiatives.
• Bass Pro ShopscoreStrategic or Co-development PartnerBusiness member engaging in conservation partnership programs.
• ConocoPhillipscoreStrategic or Co-development PartnerBusiness member since 2021 and Conservation Summit sponsor, supporting TxN's conservation mission.
• DFW AirportcoreStrategic or Co-development PartnerBusiness member since 2022, advancing sustainability initiatives at Dallas Fort Worth International Airport.
• EOG ResourcesflagshipStrategic or Co-development PartnerFounding member since 2016 and ongoing sponsor of Conservation Summit and programs. EOG Resources also founded as a key supporter of Taking Care of Texas.
• H-E-BflagshipStrategic or Co-development PartnerBusiness member since 2018, Platinum sponsor of 2026 Conservation Summit, and partner in H-E-B Trees for Texans initiative.
• Lyda Hill PhilanthropiescoreStrategic or Co-development PartnerSupporting TxN through philanthropy and conservation initiatives.
• Leeward Renewable Energy (LRE)coreStrategic or Co-development PartnerBusiness member since 2026, participating in TxN conservation programs.
• AmazoncoreStrategic or Co-development PartnerProgram and project sponsor supporting TxN initiatives and TxWAC funding.
• MicrosoftcoreStrategic or Co-development PartnerProgram sponsor and 2025 TxN 20 honoree, supporting conservation efforts.
• MetacoreStrategic or Co-development PartnerProgram sponsor and supporter of conservation initiatives including TxWAC.
• GooglecoreStrategic or Co-development PartnerSponsor supporting longleaf pine restoration in East Texas through conservation funding.
• ExxonMobilcoreStrategic or Co-development PartnerSilver sponsor of 2026 Conservation Summit, supporting TxN's conservation mission.
• HOLT CATcoreStrategic or Co-development PartnerCatalyzer of TxN 20 program and Silver sponsor of 2026 Conservation Summit.
• JetcocoreStrategic or Co-development PartnerCatalyzer sponsor of TxN 20 program supporting Texas businesses' conservation recognition.
• Arca Continental Coca-Cola Southwest BeveragescoreStrategic or Co-development PartnerTxWAC member working with TxN on volumetric water goals and corporate sustainability.
• Chevron Phillips ChemicalcoreStrategic or Co-development PartnerTxWAC sponsor supporting water-related conservation projects.
• Cirrus LogiccoreStrategic or Co-development PartnerTxWAC sponsor and business member supporting conservation initiatives.
• EnbridgeflagshipStrategic or Co-development PartnerProgram sponsor of Conservation Wrangler program, providing critical support for project acceleration.
• Edward W. Rose III Family FundcoreStrategic or Co-development PartnerGold sponsor of 2026 Conservation Summit.
• Coca-ColacoreStrategic or Co-development PartnerProgram sponsor supporting TxN conservation initiatives.
• Shell Oil CompanycoreStrategic or Co-development PartnerProgram sponsor participating in TxN business network.
• Texas A&M Water Resources InstitutecoreStrategic or Co-development PartnerCo-host of Watershed Coordinator Roundtable featuring TxN's Texas Water Action Collaborative as a model partnership.
• Texas A&M Forest ServicecoreStrategic or Co-development PartnerPartner in Texas Partnership for Forests and Water, collaborating on watershed protection.
• Laura BushflagshipStrategic or Co-development PartnerFounder of Texan by Nature in 2011, former First Lady of the United States providing foundational leadership and visibility.
• Regan GammonflagshipStrategic or Co-development PartnerCo-founder of Texan by Nature in 2011 alongside Laura Bush and Katharine Armstrong.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sustainable Brands: Community and events platform convening business leaders around sustainability and brand purpose. Comparable to TxN's Conservation Summit in convening function and business audience, though Sustainable Brands operates across all sustainability topics rather than conservation specifically.

Direct peers

• Ceres: Nonprofit coalition working with investors, companies, and policymakers on sustainability challenges. Comparable to TxN's role as a business-sustainability convening organization, though Ceres focuses on climate and capital markets rather than on-the-ground conservation.
• Environmental Defense Fund: Major environmental nonprofit that partners with businesses on science-based solutions. Shares TxN's corporate-engagement and science-driven approach to conservation, though EDF's focus spans climate, oceans, and health alongside wildlife.
• The Nature Conservancy: The largest US conservation nonprofit, directly comparable in mission to conserve land and water. Like TxN, TNC partners with corporations and uses science-based impact frameworks, but operates at national and global scale rather than a single state.
• National Wildlife Federation: National conservation nonprofit working to connect people with wildlife and habitat conservation. Shares TxN's nonprofit conservation mission and corporate partnership model, though at significantly larger scale and broader geographic reach.
• Trust for Public Land: Conservation nonprofit that partners with businesses and communities to protect land for public benefit. Shares TxN's conservation mission and corporate-engagement orientation, operating nationally with state-level chapters.
• Rare: Conservation nonprofit that partners with local communities and businesses on behavior-change and habitat protection. Similar to TxN in working at the intersection of business, community, and conservation outcomes, though Rare focuses on coastal and fisheries contexts.
• Ducks Unlimited: Habitat conservation nonprofit focused on wetlands and waterfowl. Comparable to TxN's water-focused work via TxWAC, with a similar model of corporate sponsor engagement and science-based habitat delivery across multiple states.
• BSR (Business for Social Responsibility): Global nonprofit that partners with businesses on sustainability strategy. Most directly comparable to TxN in role and model — a business-sustainability connector — though BSR operates across ESG broadly while TxN focuses narrowly on conservation.

Broad incumbents

• World Wildlife Fund (US): Global conservation giant with broad portfolio spanning wildlife, oceans, forests, and climate. Overlaps with TxN on conservation mission and corporate partnership but is much larger, operates globally, and does not focus on a single state's accelerator/convener role.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/texanbynature
• YouTubeyoutube.com/channel/UC5qs1wzdIUhOfobsMm84Wtw
• Facebookfacebook.com/texanbynature
• LinkedInlinkedin.com/company/texan-by-nature
• Instagraminstagram.com/texanbynature

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Texan by Nature