Australian Marine Conservation Society

What Australian Marine Conservation Society does

The Australian Marine Conservation Society (AMCS) is an independent nonprofit charity founded in 1965 (originally as the Queensland Littoral Society) and headquartered in Brisbane, Queensland. It is Australia's leading national charity dedicated solely to protecting ocean wildlife, operating with approximately 50 staff and a Board drawn from business, science, industry, government, and education. AMCS runs a portfolio of issue-specific campaigns — Fight For Our Reef, Protect Ningaloo, Fair Catch, Save Our Sharks, Marine Parks, Ocean Plastic Pollution, Climate Change, Stronger Nature Laws, Threatened Species, Whale Protection, and Fossil Fuels — alongside science-based policy advocacy, public mobilization, and coalition work with alliances such as the Save Our Marine Life Alliance (27 conservation groups) and the Coalition for Fisheries Transparency. Its operational outputs include the GoodFish Sustainable Seafood Guide (web + iPhone app), quarterly Turning the Tide magazine, downloadable action packs, community events, screenings, and submission-writing workshops.

AMCS is not a technology company and has no proprietary platform; its core infrastructure consists of a website, digital action/petition platform, email/newsletter system, Salesforce CRM (managed in-house by a Salesforce Developer and Administrator), and an online shop. The organization is totally reliant on supporter donations and is not funded by government grants. Revenue is generated through six primary streams: one-time individual donations, the Sea Guardian monthly recurring giving program (described as the "lifeblood" of operations), bequests/legacies via the Ocean Legacy Circle, workplace giving through Charities Aid Foundation (CAF), business supporter/corporate partnerships, and special-project appeals (e.g., Emergency Reef Bleaching Mission, Whale Protection Mission, Turtle Hospital, UN Plastics Mission). All donations of AUD $2 or more are tax-deductible in Australia. Customer/supporter segments include Individual Ocean Lovers (primary), Business Supporters, Volunteers, and Corporate Employees; distribution is entirely Australia-domestic.

Name

Australian Marine Conservation Society

Legal name

Australian Marine Conservation Society

Website

https://marineconservation.org.au

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

The Australian Marine Conservation Society is an independent nonprofit charity founded in 1965 and based in Brisbane, serving Australian ocean lovers through science-based advocacy campaigns, the GoodFish sustainable seafood guide, and a multi-channel fundraising program including monthly giving, bequests, and business partnerships.

Ownership category

akta.pro rank

Product category

Marine Conservation Advocacy Services

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

Keywords

• Marine conservation advocacy
• Ocean wildlife protection
• Sustainable seafood guidance
• Marine protected areas
• Ocean policy campaigning

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Individual Donations: One-time and recurring donations from individual supporters. Donations of $2 or more are tax-deductible in Australia. The organization is totally reliant on generous people to protect Australia's oceans.
2. Sea Guardian Monthly Giving Program: Monthly recurring giving program where supporters contribute regularly. Monthly gifts form the lifeblood of AMCS operations, providing stable funding for conservation campaigns.
3. Bequests and Legacies: Gifts left in Wills by supporters who wish to leave an ocean legacy. Ocean Legacy Circle members receive exclusive updates and event invitations.
4. Workplace Giving: Employees donate through their employer's payroll system with pre-tax benefits. AMCS is registered with Charities Aid Foundation (CAF).
5. Business Supporters: Corporate partnerships with businesses committed to ocean conservation. Business supporters demonstrate sustainable practices and provide financial support.
6. Special Projects Funding: Project-specific donations funding particular campaigns such as Emergency Reef Bleaching Mission, Whale Protection Mission, Turtle Hospital, and UN Plastics Mission.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

AMCS is an independent Australian charity that protects ocean wildlife through advocacy campaigns, policy work, and public engagement. It runs the GoodFish Sustainable Seafood Guide for consumers, mobilises supporters through petitions, donations, and a volunteer network, and works with scientists, businesses, and government to establish marine protected areas, ban harmful fishing practices, and address climate change, plastic pollution, and overfishing threats to Australia's marine ecosystems.

Product overview

The Australian Marine Conservation Society operates primarily as a nonprofit conservation organization rather than a technology product company. Their offerings consist of advocacy campaigns (Fight For Our Reef, Fair Catch, Save Our Sharks, Protect Ningaloo), educational resources (GoodFish Sustainable Seafood Guide, Turning the Tide magazine, resource guides), and engagement platforms (action petitions, volunteer program, Sea Guardian monthly giving, Ocean Legacy bequest program). The GoodFish guide serves as their flagship consumer resource for sustainable seafood choices. These programs work together to advance marine conservation through public engagement, policy advocacy, and fundraising.

Differentiator

Problem solved

Functional benefit

Brands

• GoodFish – Australia's Sustainable Seafood Guide: A free online independent guide to choosing sustainable seafood in Australia, developed by AMCS. Available as a consumer website and iPhone app.
• Sea Guardians
• Ocean Legacy Circle
• Fight For Our Reef
• Protect Ningaloo

Products and services

• GoodFish Sustainable Seafood Guide Independent online consumer guide helping Australians choose sustainable seafood, with species and method ratings, fishing-method guidance, and a formerly-available iPhone app version. Free for consumers.
• Sea Guardian Monthly Giving Program Recurring monthly donation subscription for individual supporters to provide stable funding for ongoing marine conservation campaigns. Includes dedicated supporter communications and hub access.
• Workplace Giving Program Pre-tax payroll donation program enabling employees of participating employers to support ocean conservation through regular deductions administered by Charities Aid Foundation (CAF).
• Ocean Legacy Circle (Bequest Program) Planned-giving program for supporters who include or intend to include AMCS in their Will. Ocean Legacy Circle members receive exclusive updates and event invitations.
• Business Supporters Corporate Partnership Corporate partnership program for businesses committed to ocean conservation and sustainable practices, offering financial support and association with AMCS's conservation brand.

Quantifiable outcome

• Protected critical ocean ecosystems with marine reserves including Ningaloo and Great Barrier Reef
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered major, core and flagship.

• Boomerang AlliancemajorStrategic or Co-development Partner · 1 January 2023Partnership with Boomerang Alliance to conduct the first independent audit of supermarket plastics in 2023. Revealed truth about Woolworths, Coles, Aldi and Metcash efforts to reduce plastic packaging.
• Coalition for Fisheries Transparency (CFT)coreStrategic or Co-development PartnerAMCS is a key member of the Coalition for Fisheries Transparency, a global network of civil society organizations working together to improve transparency and accountability in fisheries governance and management. The coalition advocates for stronger import rules and better labelling for seafood in Australia.
• Save Our Marine Life AlliancecoreStrategic or Co-development PartnerAMCS is a key member of the Save Our Marine Life Alliance, an unprecedented alliance of 27 leading conservation groups working to protect Australia's marine life and way of life. The alliance secured significant marine park wins including Christmas Island and Cocos (Keeling) Islands marine parks.
• Conservation PartnerscoreStrategic or Co-development PartnerAMCS works closely with research centres across the globe and employs conservation experts. Works with state-based groups to secure marine parks across Victoria, NSW, SA, WA, Queensland, and Northern Territory.
• Tim WintonflagshipOthersRenowned Australian author and conservationist serves as AMCS Patron since 2002. Donated $25,000 from Western Australian Premier's Award to Save Ningaloo Reef Campaign. Plays active role in most campaigns including marine sanctuaries, sustainable seafood, and shark conservation. Declared a Living Treasure by National Trust.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• The Pew Charitable Trusts (Oceans): Large global nonprofit with a significant oceans portfolio focused on marine reserves, fisheries reform, and shark conservation. Operates in Australia through grant-making and partnerships, overlapping AMCS's marine parks and sustainable fisheries agenda.
• The Nature Conservancy (Australia): Global environmental nonprofit with active Australian operations focused on reefs, oceans, and climate. Comparable science-based, donor-funded approach to marine and coastal conservation, with overlapping Great Barrier Reef and fisheries work.

Direct peers

• Oceana: Largest international advocacy organization focused exclusively on ocean conservation. Comparable mission focus on fisheries policy, marine protected areas, and sustainable seafood, with similar policy-advocacy and corporate-engagement tactics.
• Greenpeace Australia Pacific: Independent campaigning organization using direct action, petitions, and supporter mobilization on oceans, climate, and plastics. Shares AMCS's community-led, digital-petition, and campaign-driven model while competing for similar Australian supporters.
• WWF-Australia: Australia's largest global-affiliated conservation nonprofit with major marine programs. Directly comparable as an Australian environmental charity dependent on individual donors, monthly givers, and corporate partnerships, competing for the same ocean conservation donor base as AMCS.
• Australian Conservation Foundation: Australia's national environment nonprofit advocating on climate, nature, and oceans. Closely comparable funding model (individual donors, monthly givers, bequests), advocacy approach, and policy engagement, with overlapping marine and climate campaigns.
• Sea Shepherd Australia: Marine conservation nonprofit using direct action and public campaigns to protect marine wildlife and habitats. Comparable donor-funded, advocacy-driven Australian marine organization with overlapping supporter base and focus on sharks, whales, and fisheries.
• Marine Stewardship Council: International nonprofit setting standards for sustainable fishing and seafood traceability. Closely comparable to AMCS's Fair Catch campaign and GoodFish program, addressing consumer-facing sustainable seafood choices and fisheries governance.

Regional players

• Bush Heritage Australia: Australian nonprofit focused on conservation land acquisition with expanding coastal and marine interests. Comparable donor-funded, mission-driven model with similar Supporter Care and recurring giving programs, competing for environmentally minded Australian donors.

Emerging players

• Australian Wildlife Conservancy: Australia's largest private owner of conservation land, with growing marine and coastal programs. Comparable nonprofit model reliant on major donors, bequests, and corporate partnerships, with overlapping threatened-species and habitat-protection focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/australian-marine-conservation-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Australian Marine Conservation Society