Friends of Wehr Nature Center, Inc.

What Friends of Wehr Nature Center, Inc. does

Friends of Wehr Nature Center, Inc. is a 501(c)(3) nonprofit organization established circa 1974 in Franklin, Wisconsin, dedicated to supporting and promoting the Wehr Nature Center and its environmental education programs. It operates in close partnership with Milwaukee County Parks, which manages the underlying 220-acre preserve, 5 miles of trails, and visitor center within Whitnall Park. The organization functions as the primary fundraising, advocacy, and programmatic arm for the nature center, serving children, families, schools, adult nature enthusiasts, and volunteers across the Milwaukee metropolitan area and southeastern Wisconsin.

The organization's core offerings span tiered annual memberships ($30-$500), event-based fundraising (Cider Sunday, Midsummer's Night Market, Native Plant Sale, Groundhog Day Chili Cook-off), grants-funded land restoration, scholarship programs (Kids in the Park, Debra McRae Environmental Studies), corporate sponsorships, a physical Nature Store, and 24-hour Live FeederCam content. Programs reach over 75,000 people annually and engage 2,000+ members and 300+ active volunteers. Revenue is generated through subscription memberships, donations and fundraising events, retail sales at the Nature Store, grants from foundations such as the Natural Resource Foundation of Wisconsin and SEWISC, and corporate sponsorships from local financial institutions, restaurants, and regional businesses.

The technology stack is standard nonprofit SaaS: Neon One for CRM and website, Volgistics for volunteer management, Mailchimp for email, and Quicken for financial data. The organization employs approximately 8 staff, with operations led by Director Carly Hintz following Debra McRae's 2020 retirement. There is no disclosed technology product, proprietary platform, or AI capability; the organization's value proposition rests entirely on its physical asset (the nature preserve), community network, and educational programming rather than on technology differentiation.

Name

Friends of Wehr Nature Center, Inc.

Legal name

Friends of Wehr Nature Center, Inc.

Website

https://friendsofwehr.org

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Friends of Wehr Nature Center, Inc. is a 501(c)(3) nonprofit in Franklin, Wisconsin that supports the 220-acre Wehr Nature Center within Milwaukee County's Whitnall Park. It funds and delivers environmental education, membership programs, seasonal fundraisers, and land restoration for the Milwaukee metro area.

Ownership category

akta.pro rank

Product category

Environmental Education & Conservation Services

NAICS

Nature Parks and Other Similar Institutions (71219), Civic and Social Organizations (8134)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300)

akta.pro industry

PRIMARYBPAGAGAA

Biodiversity & Habitat Conservation

Business & Public Services/Nonprofit, NGO & Social Services/Environmental & Conservation Organizations

Keywords

• Environmental education programs
• Nonprofit nature center
• Conservation land management
• Community fundraising events
• Membership-based programs

Headquarters

HQ city

Franklin

HQ country

United States

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. Membership Dues: Annual memberships (January - December) provide recurring revenue with tiered pricing from Individual ($35) to Benefactor ($500) levels. Benefits include free parking, event discounts, and priority registration.
2. Donations and Fundraising: Individual donations, corporate sponsorships, and event-based fundraising including Cider Sunday (largest fundraiser), Midsummer's Night Market, and Native Plant Sales.
3. Nature Store Sales: Retail sales of nature-inspired products including jewelry, books, science activities, children's nature items, and Bird Friendly coffee. Store open daily 10am-2pm with 10% member discount.
4. Grants: Funding from foundations and grants for land restoration projects, accessibility improvements, and educational programming.
5. Environmental Education Programs: School field trip programs supported by Kids in the Park scholarship fund, and environmental education programming for youth, families, and adults.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Friends of Wehr Nature Center, Inc. is a 501(c)(3) nonprofit organization that supports and promotes the Wehr Nature Center, a 220-acre preserved habitat with 5 miles of trails in Franklin, Wisconsin. The organization funds environmental education programs, land management, accessibility improvements, and scholarships through membership dues, donations, fundraising events (Cider Sunday, Native Plant Sale, Midsummer's Night Market), a Nature Store, and volunteer engagement.

Product overview

Friends of Wehr Nature Center operates a membership-based nonprofit organization supporting Wehr Nature Center through multiple interconnected programs. The core offering centers on membership subscriptions providing access benefits, combined with fundraising initiatives including the annual Native Plant Sale, Cider Sunday festival, Midsummer's Night Market, and Groundhog Day Chili Cook-off. Educational programming includes youth scholarships (Kids in the Park, Debra McRae Environmental Studies), volunteer engagement, and environmental workshops. The Live Bird Cam provides remote nature access, while the Nature Store retails nature-themed merchandise. Additional giving programs include tree/shrub sponsorship, honorary/memorial brick and bench dedications, and general donations supporting accessibility and land management. The organization functions as a philanthropic supporter rather than a technology product company.

Differentiator

Problem solved

Functional benefit

Products and services

• Friends of Wehr Membership Program Annual membership program supporting the nature center with tiered levels (Individual, Family, Senior, Veteran, Supporting, Sustaining, Benefactor) priced $30-$500 per year. Benefits include free parking, event discounts, priority registration, and Nature Store discounts.
• Cider Sunday

Quantifiable outcome

• Reaches 75,000+ people annually through educational programs
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Eleven partnerships are on record, tiered core, supportive and major.

• Milwaukee County ParkscoreStrategic or Co-development PartnerPrimary operational partner managing Wehr Nature Center facilities, trails, and staff. The nature center is located within Milwaukee County's Whitnall Park. The organization works closely with county staff on land management, visitor services, and program delivery.
• Wild Birds Unlimited - MilwaukeesupportiveGTM or Marketing PartnerFeeder cam sponsor providing bird food and feeders for the live bird camera at the visitor center. Located at milwaukee.wbu.com.
• Southeast Wisconsin Invasive Species Consortium (SEWISC)coreStrategic or Co-development PartnerGrant provider through Assistance Program supporting invasive species removal and habitat restoration projects.
• WaterStone BankmajorGTM or Marketing PartnerAmbassador sponsor for Cider Sunday fundraiser and participant in charitable checking program for donations.
• Festival InsurancesupportiveGTM or Marketing PartnerSponsor for Cider Sunday fundraiser event.
• Engage Franklin & Tourism Commission for Franklin WIsupportiveGTM or Marketing PartnerCommunity partners for Cider Sunday fundraiser event supporting local tourism and economic development.
• CulverssupportiveGTM or Marketing PartnerCorporate sponsor for Cider Sunday fundraiser event.
• Wild Ones ChaptersupportiveStrategic or Co-development PartnerEnvironmental organization sponsor for Cider Sunday supporting native plant and conservation efforts.
• Neon OnecoreTechnology or IntegrationWebsite platform provider powering friendsofwehr.org with CRM, membership management, donation processing, and event registration capabilities.
• VolgisticscoreTechnology or IntegrationVolunteer management software platform for tracking volunteer hours, opportunities, and coordination.
• MailchimpsupportiveTechnology or IntegrationEmail marketing platform for monthly newsletters and member communications.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Retzer Nature Center: Waukesha County-operated nature center in southeastern Wisconsin offering environmental education and trails. Comparable in programming model but operates under a county-government structure rather than a nonprofit support model.
• Hitchcock Nature Center: Iowa-based nature center with similar education and habitat preservation programs. Comparable mid-sized nonprofit nature center model but in a different geographic region.
• Riveredge Nature Center: Cedarburg, WI-based nonprofit nature center preserving habitat and offering environmental education. Comparable in mission and operating model to Friends of Wehr, but serves a different sub-region of the Milwaukee metro and does not directly compete.

Direct peers

• Schlitz Audubon Nature Center: Milwaukee-area nonprofit nature center offering environmental education, trails, and member-based programs. Closest head-to-head peer in the same geography with a comparable membership and school programming model.
• Urban Ecology Center: Milwaukee-based nonprofit operating urban nature centers with environmental education, trails, and community programming. Directly comparable to Friends of Wehr as a local nature-education nonprofit serving the same metro area with a similar membership/donation model.

Broad incumbents

• National Audubon Society: National nonprofit focused on bird and habitat conservation with local chapters and centers. Overlaps with Friends of Wehr in birding programming (e.g., Live Bird Cam partnership with Wild Birds Unlimited) and environmental education but at a national scale.
• The Nature Conservancy - Wisconsin: Global conservation organization with an active Wisconsin chapter focused on land protection and habitat restoration. Overlaps with Friends of Wehr in biodiversity and habitat conservation but operates at a vastly larger scale and broader scope.

Others

• Wild Birds Unlimited: National franchise retailer of bird feeding supplies and nature products; commercial partner/sponsor of Friends of Wehr's FeederCam. Adjacent rather than competitive, but relevant for benchmarking nature-related retail and member engagement models.
• Southeast Wisconsin Invasive Species Consortium (SEWISC): Regional consortium providing grants and coordination for invasive species management. Functions as a grantor and partner to Friends of Wehr rather than a direct competitor, but relevant for understanding the regional conservation ecosystem.
• Natural Resources Foundation of Wisconsin: Wisconsin statewide nonprofit that funds conservation projects, including Friends of Wehr wetland restoration via the C.D. Besadny Conservation Fund. Comparable as a nonprofit fundraising entity but does not operate nature centers directly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FriendsofWehr
• Instagraminstagram.com/friendsofwehr
• LinkedInlinkedin.com/company/friendsofwehrnaturecenterinc
• YouTubeyoutube.com/@friendsofwehrnaturecenter

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 Friends of Wehr Nature Center, Inc.