Canadian Parks and Wilderness Society - New Brunswick Chapter (CPAWS NB)

What Canadian Parks and Wilderness Society - New Brunswick Chapter (CPAWS NB) does

The Canadian Parks and Wilderness Society - New Brunswick Chapter (CPAWS NB) is a registered nonprofit charitable organization (charity #10686 5272 RR0001) headquartered at 180 St. John St., Fredericton, New Brunswick, operating as the provincial chapter of CPAWS — Canada's oldest and largest national conservation nonprofit. Founded in 2004 with a permanent staff of approximately five (supplemented by seasonal summer students), CPAWS NB's mission is to protect large, connected areas of New Brunswick's wilderness, encompassing parks, forests, freshwater systems, and marine/coastal ecosystems. The organization operates exclusively within New Brunswick and is governed by Executive Director Roberta Clowater and Conservation Manager Melanie Jellett.

CPAWS NB's programmatic offerings are education- and advocacy-centric rather than technology-centric. Core programs include Get Outside! NB (free nature activities at provincial parks), the Wilderness Stewardship Program (volunteer-based habitat monitoring and restoration), Youth Leaders for Nature (high school leadership training), and In-Class Nature Education (elementary programming). Supporting tools include the Action Toolkit (citizen advocacy guidance), Virtual Tours of Provincial Parks, and published fact sheets and newsletters. The organization develops no proprietary software or technology product; its "products" are programmatic services, advocacy campaigns, and digital content resources.

CPAWS NB's revenue model is donation-based, funded through individual contributions and memberships with tax receipts issued for donations of $20 or more, and it states that over 90% of each dollar raised is directed to conservation and education. Its ecosystem comprises a stable coalition with Conservation Council of New Brunswick, Nature NB, Nature Trust of New Brunswick, and the Atlantic Salmon Federation, plus partnerships with the Nature Conservancy of Canada, the City of Saint John, and Indigenous Nations (Wolastoqiyik, Mi'gmaq, Peskotomuhkati) on reconciliation-centered conservation. Customers are individual members and donors; government and municipalities serve as advocacy targets and coalition partners rather than revenue sources. The most consequential recent win is the December 2022 designation of 277,900 hectares of new protected areas — the largest one-time increase in NB history.

Name

Canadian Parks and Wilderness Society - New Brunswick Chapter (CPAWS NB)

Legal name

Canadian Parks and Wilderness Society (CPAWS)

Website

https://cpawsnb.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

CPAWS NB is a Fredericton-based registered charity and provincial chapter of Canada's oldest conservation nonprofit, focused on protecting New Brunswick's wilderness, parks, forests, freshwater, and coastal ecosystems through advocacy, public education, and coalition-based policy engagement.

Ownership category

akta.pro rank

Product category

Conservation Advocacy and Environmental Education

NAICS

Environment, Conservation and Wildlife Organizations (813312), Administration of Conservation Programs (92412), Administration of Environmental Quality Programs (924)

akta.pro primary industry

State/Provincial Environmental Protection & Natural Resources Administration (BPAIABAL)

akta.pro secondary industries

Coastal & Marine Resources Administration (Oceans, Fisheries, Shorelines) (BPAIAMAI), Oceans, Coastal & Marine Resource Management (BPADALAI)

Keywords

• Conservation advocacy
• Wilderness protection
• Environmental education
• Park stewardship
• Nonprofit campaigns

Headquarters

HQ city

Fredericton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Memberships: CPAWS NB raises funds through individual donations and membership contributions. The organization is a registered charity (#10686 5272 RR0001) and issues tax receipts for donations of $20 or more. Donations fund conservation campaigns, education programs, and operational costs. The organization states it spends over 90 percent of each dollar raised on conservation and education.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

CPAWS NB is a registered nonprofit charity that advocates for the protection of wilderness, parks, forests, and marine/coastal ecosystems in New Brunswick. It delivers public education and engagement programs (notably Get Outside! NB), runs volunteer stewardship projects, and conducts policy advocacy with the provincial government to expand protected areas and modernize environmental legislation such as the Clean Water Act and the Crown Lands and Forests Act.

Product overview

CPAWS NB operates as a non-profit conservation organization rather than a commercial product company. Its core offerings center on environmental advocacy, conservation campaigns (Parks and Protected Areas, Climate Change, Forests, Oceans), and public education programs. The primary programmatic products include Get Outside! NB (outdoor education and nature activities at parks), the Wilderness Stewardship Program (volunteer-based conservation work), Youth Leaders for Nature (high school engagement), and In-Class Nature Education (elementary programs). Supporting offerings include an Action Toolkit for political advocacy, Virtual Tours of Provincial Parks, and publications including news, blog posts, and fact sheets. These programs collectively advance the organization's mission to protect large, connected areas of New Brunswick's wilderness.

Differentiator

Problem solved

Functional benefit

Products and services

• Get Outside! NB A flagship outdoor education and engagement program that delivers free nature activities, guided walks, seashore explorations, and environmental education events at provincial parks across New Brunswick, connecting people of all ages and abilities to nature and fostering stewardship.
• Wilderness Stewardship Program (CWSP) A hands-on conservation program that engages volunteers in field activities to protect and restore New Brunswick's wilderness areas, including habitat monitoring and stewardship projects.
• Youth Leaders for Nature A high school-focused program that empowers young people to become environmental leaders through nature-based education and conservation activities.
• In-Class Nature Education Elementary school program bringing nature-based education into classrooms to teach students about local ecosystems, wildlife, and environmental conservation.

Quantifiable outcome

• Protected areas contribute $207 million to New Brunswick's economy and support ~5,000 jobs
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core.

• Atlantic Salmon Federation (ASF)coreGTM or Marketing Partner · 1 July 2024CPAWS NB and the Atlantic Salmon Federation have co-commissioned three bilingual public opinion surveys on nature protection since 2020, including a July 2024 survey of 400 New Brunswickers. The survey results consistently show broad public support for wildlife protection, protected areas, and conservation policy, and are used to advocate for stronger provincial action.
• Nature Conservancy of CanadacoreStrategic or Co-development PartnerThe Nature Conservancy of Canada partnered with the City of Saint John, and provincial and federal governments to protect 4,800 hectares of municipally owned land in the Loch Lomond and Spruce Lake watersheds. This partnership conserved intact forests, wetlands, and shorelines, safeguarded drinking water quality and quantity, and reduced water treatment costs through natural filtration, contributing to provincial conservation targets. CPAWS NB cites this as a model for how drinking water watersheds can also function as conservation areas.
• City of Saint JohncoreStrategic or Co-development PartnerThe City of Saint John partnered with the Nature Conservancy of Canada and provincial/federal governments to protect 4,800 hectares of municipally owned land in drinking water watersheds (Loch Lomond and Spruce Lake). CPAWS NB highlights this partnership as an example of integrating drinking water protection with conservation planning.
• Conservation Council of New BrunswickcoreGTM or Marketing PartnerLong-standing coalition partner in joint campaigns since 2018, including the Nature Legacy initiative, Forest Forum advocacy, pre-budget consultations, and election voter engagement. Together with Nature NB and Nature Trust of New Brunswick, the coalition coordinated advocacy that contributed to the December 2022 designation of 277,900 hectares of new protected areas.
• Nature NBcoreGTM or Marketing PartnerLong-standing coalition partner in joint campaigns since 2018, including the Nature Legacy initiative, Forest Forum advocacy, pre-budget consultations, and election voter engagement. Jointly issued the 'Citizens Vote for Nature' statement during the 2024 provincial election.
• Nature Trust of New BrunswickcoreGTM or Marketing PartnerLong-standing coalition partner in joint campaigns since 2018, including the Nature Legacy initiative, Forest Forum advocacy, and pre-budget consultations. Nature Trust of New Brunswick owns and manages protected natural areas and collaborates on expanding the provincial conservation network.
• Indigenous Nations (Wolastoqiyik, Mi'gmaq, Peskotomuhkati)coreStrategic or Co-development PartnerCPAWS NB recognizes Indigenous Nations as stewards and knowledge keepers of the land since time immemorial. The organization advocates for Indigenous-led and Indigenous-supported conservation initiatives and is committed to reconciliation through conservation. CPAWS NB recommends that watershed management plans and protected area planning include meaningful consultation and engagement with Indigenous Leaders, Nations, and communities.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• David Suzuki Foundation: Major Canadian environmental advocacy nonprofit that runs climate, biodiversity, and oceans campaigns nationally. Comparable as a donation-funded ENGO competitor for donor mindshare, though operating at much larger scale.
• Nature Conservancy of Canada: Canada's largest land conservation NGO, with direct land acquisition and stewardship programs. Partnered with City of Saint John and CPAWS NB on watershed conservation; comparable on protected-area outcomes though operating nationally.
• World Wildlife Fund Canada: National affiliate of the global WWF network, focused on species, habitat, and climate advocacy. Comparable as a nonprofit conservation competitor for Canadian donor dollars and policy influence.
• Ducks Unlimited Canada: Large national wetland and waterfowl conservation organization with on-the-ground habitat programs in New Brunswick. Comparable conservation mission with significantly larger scale and government funding relationships.
• Canadian Parks and Wilderness Society (CPAWS National): CPAWS NB's national parent organization and Canada's largest conservation nonprofit. Provides brand, infrastructure, and shared fundraising platforms; sets national 30x30 strategy that the NB chapter executes locally.

Direct peers

• Conservation Council of New Brunswick: New Brunswick-based environmental advocacy nonprofit that co-leads the Nature Legacy coalition with CPAWS NB on parks, forests, and climate policy. Operates in the same provincial jurisdiction, same donor pool, and same advocacy campaigns.
• Atlantic Salmon Federation: Canada/Atlantic-region nonprofit dedicated to wild Atlantic salmon conservation. Co-commissions bilingual polling with CPAWS NB on New Brunswick nature protection and engages in joint freshwater/watershed advocacy — comparable in geography and policy advocacy model.
• Nature Trust of New Brunswick: Provincial land trust that owns and manages protected natural areas in New Brunswick. Direct coalition partner with CPAWS NB, complementing advocacy work with on-the-ground land conservation — closely comparable in mission and scope.
• Nature NB: New Brunswick-wide nature organization focused on species at risk, habitat conservation, and citizen science. Coalition partner with CPAWS NB on the Nature Legacy initiative and provincial election engagement, with overlapping education and policy programs.

Regional players

• Ecology Action Centre: Atlantic Canada environmental advocacy organization based in Nova Scotia. Operates with a similar small-team, multi-issue advocacy model (climate, forests, oceans, food systems) in an adjacent regional market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CPAWSNB
• YouTubeyoutube.com/user/CPAWSNB
• Facebookfacebook.com/CPAWSNewBrunswick
• Instagraminstagram.com/cpawsnb
• LinkedInlinkedin.com/company/cpawsnb

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Canadian Parks and Wilderness Society - New Brunswick Chapter (CPAWS NB)