Friends of the Verde River

What Friends of the Verde River does

Friends of the Verde River is an Arizona-based 501(c)(3) nonprofit conservation organization headquartered in Cottonwood, AZ that protects and restores the Verde River and its tributaries. Its core work spans habitat restoration (removing invasive species such as Tamarisk, Giant Reed, Tree of Heaven, and Russian Olive across 8,261+ acres since 2011, and 10,500+ acres restored through the Verde Watershed Restoration Coalition), the Verde River Exchange (a voluntary market-based water conservation program launched in 2016 that has kept more than 24 million gallons instream), and the River Friendly Living Certification and Grants program that recognizes and incentivizes water-conserving homes, businesses, and farms. Supporting programs include community science initiatives (Otter Spotter, Beaver Seeker, BioBlitz, Gully Busters, water quality monitoring), the five-yearly Verde River Watershed Report Card co-developed with The Nature Conservancy, an annual State of the Verde Watershed Conference, the 'Listening to the Verde' podcast, and recreational assets (paddle guides, Verde Valley Birding Trail map). The technology stack is primarily ESRI GIS, Collector for ArcGIS on Samsung Galaxy Tablets for invasive-species mapping, and emerging drone-based streamflow and water quality monitoring via the Verde River Institute.

Revenue comes from individual donations, foundation grants (Nina Mason Pulliam Charitable Trust, Walton Family Foundation, The Nature Conservancy), corporate/utility partners (SRP, REI Co-op), government grants (Bureau of Reclamation), event-based fundraising (Arizona Experience Raffle, conference registration at $210 early-bird), and program fees (River Friendly Living Grants funded by participating businesses, with grants of up to $1,000-$10,000 to homeowners and businesses). Customers and stakeholders include local residents, businesses, wineries, farms, municipalities in the Verde Valley, partner conservation organizations, and tribal and federal agencies. The organization operates with roughly 11 staff and a board of directors led by Executive Director Nancy Steele, D. Env., and relies heavily on volunteer labor and institutional partnerships for execution.

Name

Friends of the Verde River

Legal name

Friends of the Verde River

Website

https://verderiver.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Friends of the Verde River is an Arizona nonprofit that protects and restores the Verde River and its tributaries through habitat restoration, the Verde River Exchange water-conservation program, community science, and River Friendly Living certification serving residents, businesses, farms, and municipalities in the Verde Valley.

Ownership category

akta.pro rank

Product category

River and Watershed Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Water Resources & Watershed Protection (BPAGAGAK)

Keywords

• Watershed conservation services
• Habitat restoration programs
• River stewardship
• Community science monitoring
• Water conservation grants

Headquarters

HQ city

Cottonwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Tax-deductible charitable donations from individuals who support the Verde River conservation mission. The organization respects donor privacy and offers opt-out options for name use.
2. Grants and Foundation Funding: Funding from charitable foundations and government agencies including Nina Mason Pulliam Charitable Trust, Walton Family Foundation, SRP, and various government conservation programs.
3. Event Fundraising: Revenue from events including the Arizona Experience Raffle and the annual State of the Verde Watershed Conference.
4. Program Fees and Grants: River Friendly Living grants program funded by participating businesses that support water conservation projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Friends of the Verde River is a nonprofit conservation organization that delivers river and watershed protection through habitat restoration, water conservation, and community engagement programs. Its primary offerings include the River Friendly Living Certification, the Verde River Exchange (a voluntary market-based water credit program), invasive species removal across 10,500+ acres, citizen science programs (Otter Spotter, water quality monitoring, BioBlitz), and educational resources such as the Watershed Report Card, paddle guides, and the "Listening to the Verde" podcast.

Product overview

Friends of the Verde River operates as a non-profit conservation organization offering a portfolio of interconnected programs focused on protecting and restoring the Verde River ecosystem. The core offerings include: River Friendly Living Certification (a voluntary program recognizing homes and businesses for water conservation practices); community science initiatives like Otter Spotter, Water Quality Monitoring, Beaver Seeker, and BioBlitz that engage volunteers in data collection; habitat restoration through the Verde Watershed Restoration Coalition targeting invasive species removal across 10,500+ acres; and the Verde River Exchange, a market-based water conservation program. Supporting programs include the Watershed Report Card (scientific health assessment), paddle guides and birding trail maps for recreation, the Listening to the Verde podcast for education, annual conferences and festivals, and River Friendly Living Grants providing up to $10,000 for water-saving projects. The organization also uses GIS technology and mobile applications for field data collection and watershed mapping. The portfolio functions as an integrated approach combining boots-on-the-ground restoration with policy solutions, community engagement, and education to address habitat, water flow, and climate challenges.

Differentiator

Problem solved

Functional benefit

Brands

• Verde River Exchange: A voluntary, market-driving program to incentivize irrigators and others to leave some of their flowing water in the river.
• River Friendly Living
• Otter Spotter
• Verde Watershed Restoration Coalition (VWRC)
• Listening to the Verde

Products and services

• River Friendly Living Certification A voluntary certification program for homes, businesses, farms, ranches, developers, and congregations that take steps to protect the Verde River's water supply and watershed health.
• Verde River Exchange A voluntary market-based program that incentivizes irrigators and landowners to leave water in the river by providing compensation for conserved water rights.
• Habitat Restoration Boots-on-the-ground invasive species removal program targeting plants like Tamarisk, Giant Reed, Tree of Heaven, and Russian Olive to restore native riparian habitat along the Verde River.
• River Friendly Living Grants A grant program providing up to $10,000 for homeowners, businesses, and organizations to implement water conservation projects including rain harvesting, irrigation efficiency, and greywater reuse.
• Community Science Programs Multiple citizen science initiatives including Otter Spotter, Beaver Seeker, BioBlitz, Gully Busters, bird surveys, vegetation monitoring, and water quality monitoring that engage volunteers in data collection.
• Verde River Watershed Report Card A science-based assessment of Verde River watershed health published every five years, evaluating water quality, habitat health, and river flows across seven regions.
• Listening to the Verde Podcast A storytelling podcast series that connects listeners to the people, places, nature, and culture of the Verde River through conversations and interviews with community members.
• State of the Verde Watershed Conference An annual conference bringing together diverse voices to share knowledge and advance solutions for the Verde River, featuring presentations on science, policy, and community engagement.
• Harvesting the Rain A program that incentivizes rainwater harvesting systems throughout the Verde Valley to replenish aquifers and reduce stormwater runoff.
• Paddle Guides River access point maps and paddling guides for recreational users of the Verde River.
• Verde Valley Birding Trail Map A comprehensive birding trail map highlighting the best and most accessible birding spots in the Verde River Valley, supporting the Verde Valley Birding and Nature Festival.
• Verde Valley Birding and Nature Festival Arizona's premier birding festival held at Dead Horse Ranch State Park, featuring expert guides, diverse habitat exploration, and nature-themed activities.
• River Center A new community center that serves as a hub for visitors and volunteers, providing environmental education and hosting stewardship events and programs.
• Verde River Watershed GIS StoryMap Interactive web mapping applications that showcase watershed resources, invasive plant locations, and restoration progress using ESRI GIS software and Collector for ArcGIS mobile app.
• Verde Watershed Restoration Coalition A collaborative partnership that trains and employs crews of veterans and young adults to conduct riparian invasive plant removal and habitat restoration across over 10,500 acres.
• Water Quality Monitoring A volunteer-based water quality monitoring program where community members collect water samples to identify and address water quality issues in the Verde River watershed.
• Otter Spotter A community science initiative that engages volunteers to report river otter sightings along the Verde River, using otter recovery as an indicator of watershed health.
• Books (On the Verde River, Otter Spotter) Children's books celebrating the Verde River and its wildlife, including 'On the Verde River' and 'Otter Spotter', created by Friends of the Verde River to support river education and conservation.

Quantifiable outcome

• Over 24 million gallons of water kept in the river since 2016
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and major.

• The Nature ConservancycoreStrategic or Co-development PartnerMajor strategic partner for watershed protection; co-developed the Verde River Watershed Report Card; collaborated on 2025 Report Card update; multiple conservation projects including riparian habitat restoration and wildlife conservation
• Arizona Conservation CorpscoreStrategic or Co-development PartnerPartners on restoration crews providing invasive plant removal and habitat improvement; trains young adults for conservation work alongside veterans crew
• USDA Forest ServicecoreStrategic or Co-development PartnerAddresses erosion causes and solutions; wildlife corridor projects; Fossil Creek management; partners on annual crew training
• Arizona Game and Fish DepartmentcoreStrategic or Co-development PartnerPartners on wildlife habitat projects; Gila Trout reintroduction in Oak Creek; wildlife corridor initiatives; Yellow-billed Cuckoo habitat designation
• Yavapai-Apache NationcoreStrategic or Co-development PartnerTribal environmental protection department oversees river restoration crew targeting invasive plants on tribal lands; cultural preservation partnership
• U.S. Fish and Wildlife ServicecoreStrategic or Co-development PartnerPartners on wildlife conservation including Western Yellow-billed Cuckoo critical habitat designation; species recovery programs
• Verde Watershed Restoration CoalitioncoreStrategic or Co-development PartnerCoalition led by Friends to coordinate restoration efforts; 231 landowner agreements; 8,261+ acres treated since 2011; multiple partner organizations
• National Forest FoundationmajorStrategic or Co-development PartnerPartners on forest restoration and conservation projects in the Verde watershed
• National Park ServicemajorStrategic or Co-development PartnerTuzigoot National Monument partnership for invasive plant removal at Tavasci Marsh; volunteers for trail maintenance
• Arizona State ParksmajorStrategic or Co-development PartnerPartners on trail projects and recreation site improvements including Dead Horse Ranch State Park and Jail Trail
• City of CottonwoodmajorStrategic or Co-development PartnerPartners on river access points, Jail Trail signage, River Front Park trail blazing, and Verde River Ambassadors program
• Verde River InstitutecoreStrategic or Co-development PartnerPartners on water quality monitoring using drone technology; virtual modeling of river sites; streamflow data collection
• Verde Natural Resource Conservation DistrictmajorStrategic or Co-development PartnerPartners on Water Stewardship Program for youth education and conservation district initiatives
• Oak Creek Watershed CouncilmajorStrategic or Co-development PartnerPartners on water quality Field Days for youth; Verde Watershed Ambassador Program
• Audubon SouthwestmajorStrategic or Co-development PartnerPartners on bird conservation; birding festival collaboration; bird habitat assessment
• Citizens Water Advocacy GroupmajorStrategic or Co-development PartnerPartners on Upper Verde River flow advocacy and water conservation policy

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Oak Creek Watershed Council: Neighboring Arizona watershed nonprofit. A direct partner of FVR and a near-clone in approach (citizen science, water quality monitoring, youth education) for an adjacent sub-watershed.
• Waterkeeper Alliance: Global nonprofit supporting local Waterkeeper groups protecting rivers, streams, and drinking water sources. Comparable mission of safeguarding water quality and flows through community-based advocacy and on-the-water action.
• Arizona Land and Water Trust: Regional nonprofit conserving working lands and riparian habitat in Arizona. Closely comparable in geography, landowner-agreement model, and riparian-restoration execution.
• River Network: National nonprofit that supports and connects local river-focused groups. Highly comparable as a capacity-building umbrella for community-led watershed protection, similar to FVR's coalition model across the Verde.
• American Rivers: National nonprofit dedicated to protecting and restoring U.S. rivers. Operates with a comparable mix of policy advocacy, on-the-ground restoration, and river-flow protection — directly aligned with FVR's watershed and flows work.
• The Nature Conservancy: Global nonprofit focused on land and water conservation. TNC is FVR's most prominent strategic partner and co-developer of the Verde River Watershed Report Card, making it the closest comparable on mission, scientific rigor, and partnership-led conservation delivery.

Broad incumbents

• Sierra Club: One of the oldest U.S. environmental nonprofits, active on water, public lands, and climate advocacy. A larger incumbent operating in adjacent space with comparable advocacy and chapter-driven engagement models.
• Trust for Public Land: National land conservation nonprofit with parks, trails, and watershed programs. Comparable in mission and landowner-engagement approach but operates at much larger scale and broader portfolio than FVR's river-specific focus.
• National Wildlife Federation: Large national conservation nonprofit with regional watershed and habitat programs. Comparable in wildlife-habitat and riparian focus, but a much broader portfolio spanning policy, education, and advocacy nationally.

Others

• Earthjustice: National environmental law nonprofit. Not a direct peer on conservation programs, but a comparable ecosystem player in the same watershed-protection space, often providing the legal backbone behind policy outcomes FVR advocates for.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FriendsofVerdeRiver
• Instagraminstagram.com/friendsofverderiver
• LinkedInlinkedin.com/company/friends-of-the-verde-river

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 the Verde River