Natural Resources Foundation of Wisconsin

What Natural Resources Foundation of Wisconsin does

The Natural Resources Foundation of Wisconsin (NRF) is a 501(c)(3) nonprofit conservation foundation founded in September 1986 and headquartered in Madison, Wisconsin, with a $2.3 million annual budget. Originally established as an alternative funding source to support the Wisconsin Department of Natural Resources, NRF has evolved into Wisconsin's primary conservation foundation, protecting the state's lands, waters, and wildlife through grantmaking, partnerships, and public engagement.

NRF's programmatic portfolio spans multiple specialized grant funds (Bird Protection Fund, C.D. Besadny Conservation Fund, Go Outside Fund, Wisconsin Amphibian and Reptile Conservation Fund, Cherish Wisconsin Outdoors Fund, Quiet Trails Fund, Rare Plant Preservation Fund, Teachers' Outdoor Environmental Education Fund) and direct engagement programs including 280+ annual field trips (4,444 since 1993), the Great Wisconsin Birdathon, an international travel program to destinations in Central/South America, Africa, and Alaska, the Diversity in Conservation Internship, Wayfarers young professionals group, Virtual Field Trips, and the Snapshot Wisconsin citizen science initiative. Its Conservation Endowment Program exceeds $16 million, and cumulative conservation investment has reached $14 million across 3,321 projects.

NRF's revenue model is diversified across membership dues, individual donations and major gifts, travel program fees, endowment returns, and settlement fund administration (notably the Fox River PCB cleanup). Its 5,000+ member/supporter base, statewide Wisconsin focus, and 40-year track record position it as the institutional convener of Wisconsin's conservation community. Following a 2023 rebrand to the WisConservation identity and the launch of its 2024-2027 Strategic Plan emphasizing landscape-scale conservation and equitable access to nature, NRF granted over $1 million in 2025 to Wisconsin conservation and environmental education initiatives.

Name

Natural Resources Foundation of Wisconsin

Legal name

Natural Resources Foundation of Wisconsin

Website

https://wisconservation.org

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

The Natural Resources Foundation of Wisconsin is a 501(c)(3) conservation foundation founded in 1986 that protects Wisconsin's lands, waters, and wildlife through grantmaking, field trips, and partnerships, serving a 5,000+ member base with a $2.3 million annual budget and a $16 million endowment.

Ownership category

akta.pro rank

Product category

Conservation Nonprofit Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Biodiversity & Habitat Conservation (BPAGAGAA)

akta.pro secondary industries

Wildlife Conservation & Species Protection (BPAGAGAB), Nature, Biodiversity & Ecosystem Conservation (BPADALAE), Wildlife, Biodiversity & Habitat Conservation Administration (BPAIAMAG)

Keywords

• Conservation grantmaking
• Environmental education
• Wildlife conservation funding
• Nature field trips
• Habitat preservation

Headquarters

HQ city

Madison

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 membership program with various levels supporting the organization's conservation work in Wisconsin
2. Donations and contributions: Individual donations, major gifts, and general contributions from supporters
3. Travel programs: Fees from domestic and international nature travel experiences including trips to Alaska, Costa Rica, Africa, and other destinations
4. Endowment funds: Conservation Endowment Program has grown to over $16 million supporting long-term conservation initiatives
5. Settlement funds: NRF held settlement fund for Fox River cleanup, acting as conduit for funding large mitigation projects

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Natural Resources Foundation of Wisconsin is a 501(c)(3) nonprofit conservation foundation that protects Wisconsin's lands, waters, and wildlife by raising and granting funds, leading partnerships, and connecting people with nature. It administers multiple specialized grant and endowment funds (Bird Protection Fund, C.D. Besadny Conservation Fund, Go Outside Fund, Wisconsin Amphibian and Reptile Conservation Fund, Cherish Wisconsin Outdoors Fund, Quiet Trails Fund, Rare Plant Preservation Fund, Teachers' Outdoor Environmental Education Fund), runs 280 annual field trips, hosts the Great Wisconsin Birdathon, organizes international travel programs, and operates the Diversity in Conservation Internship and Membership Program.

Product overview

The Natural Resources Foundation of Wisconsin is a nonprofit conservation organization that does not operate a technology product in the traditional sense. Rather, it offers a portfolio of conservation programs including the Field Trips Program (280 outdoor adventures annually), Great Wisconsin Birdathon (annual birding fundraiser), multiple grant programs (Bird Protection Fund, C.D. Besadny Conservation Fund, Go Outside Fund, Wisconsin Amphibian and Reptile Conservation Fund, Cherish Wisconsin Outdoors Fund), international Travel/Tours, the Diversity in Conservation Internship, Wayfarers young professionals group, Virtual Field Trips, Snapshot Wisconsin citizen science, and Membership. These programs collectively advance the organization's mission to protect Wisconsin's lands, waters, and wildlife through funding, partnerships, and connecting people with nature.

Differentiator

Problem solved

Functional benefit

Products and services

• Field Trips Program Outdoor adventure experience program offering 280 guided field trips annually across Wisconsin exploring lands, waters, and wildlife with professional leaders. Open to members and the general public with registration through Active.com.
• Great Wisconsin Birdathon Annual birding fundraiser engaging 600+ participants who raise funds for bird conservation through a walk-a-thon style event supporting Wisconsin bird species and Important Bird Areas.
• Bird Protection Fund Grant program supporting Wisconsin's highest-priority bird conservation projects, funding species recovery efforts for imperiled birds including Whooping Cranes and Piping Plovers. Awarded to recipients such as Wisconsin Bird Conservation Partnership, International Crane Foundation, Western Great Lakes Bird and Bat Observatory, Kettle Moraine Land Trust, BIPOC Birding Club of Wisconsin, and Cornell Lab of Ornithology/SELVA.
• C.D. Besadny Conservation Fund Grant program supporting on-the-ground conservation projects across Wisconsin, with grants awarded to 19 organizations in 2019 alone, including support for invasive species campaigns like Douglas County Land and Water Conservation Department's 'Stop Spiny' initiative.
• Go Outside Fund Grant program providing funding to connect youth to outdoor, nature-based learning experiences, covering costs for field supplies, transportation, and educator expenses. Recipient organizations include Waukesha County Land Conservancy.
• Wisconsin Amphibian and Reptile Conservation Fund First-of-its-kind endowment fund created in 2017 to provide lasting support for at-risk amphibians and reptiles in Wisconsin, supporting 55 species of amphibians and reptiles.
• Cherish Wisconsin Outdoors Fund Public-private partnership with Wisconsin DNR established in 2012 to create permanent support for care and management of public lands, having raised over $3 million.
• Travel/Tours Program International conservation-focused travel experiences including trips to Costa Rica, Colombia, Panama, Alaska, Africa, Cuba, Norway, Mexico, and other destinations led by professional naturalists. Partner-operated experiences include Belize Audubon Society collaborations and Door County Nature and Travel's Isle Royale trip.
• Diversity in Conservation Internship Internship program introducing college students from underrepresented backgrounds to conservation careers, having graduated 30 interns since inception.
• Wayfarers

Quantifiable outcome

• $14 million invested in conservation over organization's history
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor and core.

• Travertine StrategiesminorStrategic or Co-development Partner · 1 January 2020Consulting firm that guided the Foundation in creating its 2021-2023 strategic plan, working closely with board, staff, and key stakeholders.
• Wisconsin Department of Natural ResourcescoreStrategic or Co-development Partner · 1 January 1996Long-standing partnership for conservation projects including Fox River PCB cleanup. NRF acts as conduit for funding large mitigation projects in partnership with WDNR. The Foundation was created to support DNR conservation efforts.
• Belize Audubon SocietyminorStrategic or Co-development PartnerNRF has partnered with Belize Audubon Society on travel programs exploring community-based conservation efforts in Belize, including visits to Crooked Tree Wildlife Sanctuary.
• Door County Nature and TravelminorChannel Partner/ Reseller/ DistributorCurated Isle Royale travel experiences in cooperation with Door County Nature and Travel, using professional naturalist Paul Regnier as tour leader.
• Wisconsin Bird Conservation PartnershipcoreStrategic or Co-development PartnerBird Protection Fund grant recipient advancing bird conservation within Wisconsin's Important Bird Area System.
• Western Great Lakes Bird and Bat ObservatorycoreStrategic or Co-development PartnerBird Protection Fund grant recipient building partnerships and tools to address barriers to bird-friendly actions.
• International Crane FoundationcoreStrategic or Co-development PartnerBird Protection Fund grant recipient for Whooping Crane reintroduction efforts into Eastern North America.
• Kettle Moraine Land TrustcoreStrategic or Co-development PartnerBird Protection Fund grant recipient for Southern Kettle Moraine habitat restoration benefiting grassland birds.
• BIPOC Birding Club of WisconsincoreStrategic or Co-development PartnerBird Protection Fund grant recipient for outreach and program expansion supporting diversity in birding community.
• Cornell Lab of Ornithology / SELVAcoreStrategic or Co-development PartnerBird Protection Fund grant recipient for Neotropical Flyways Project addressing migratory bird conservation.
• Waukesha County Land ConservancycoreStrategic or Co-development PartnerGo Outside Fund grant recipient empowering fledgling conservationists through the Great Wisconsin Birdathon and connecting teens with nature.
• Douglas County Land and Water Conservation DepartmentcoreStrategic or Co-development PartnerCD Besadny Conservation Fund supported 'Stop Spiny' campaign to prevent spread of invasive spiny water flea through educational presentations and training.
• Friends of SandhillcoreStrategic or Co-development PartnerNonprofit partner that supports Sandhill Outdoor Skills Center, leads workshops, and organizes the annual Open House event. NRF contributed $25,000 in 1988 toward construction of the center.
• Simpson Street Free PressminorStrategic or Co-development PartnerStudent journalism organization whose writers cover environmental topics including the Fox River cleanup, extending conservation education to young journalists.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Others

• Wisconsin Department of Natural Resources: While a government agency rather than a nonprofit, the WDNR is NRF's closest institutional partner and quasi-counterpart; it executes the on-the-ground conservation work that NRF's grants and settlement fund conduit (e.g., Fox River PCB cleanup) help finance.

Direct peers

• Pheasants Forever / Quail Forever: Pheasants Forever operates a Wisconsin chapter delivering habitat grants, event-based fundraisers, and membership-driven conservation, overlapping directly with NRF's wildlife and grassland bird conservation work (e.g., Kettle Moraine habitat restoration).
• National Audubon Society: Audubon runs state-level bird conservation programs, Important Bird Area networks, and birding fundraisers that directly overlap with NRF's Bird Protection Fund, Great Wisconsin Birdathon, and Wisconsin Bird Conservation Partnership grantmaking.
• Wisconsin Land Trust Association: WisLTA is a statewide membership organization of land trusts that shares NRF's geography and overlapping mission of land protection, conservation funding, and capacity building for Wisconsin-based conservation nonprofits.
• Ducks Unlimited: Ducks Unlimited is a major habitat and waterfowl conservation nonprofit with state chapters, grantmaking, and event-based fundraising (similar to the Birdathon) that competes for the same conservation donor base in Wisconsin.
• The Nature Conservancy (Wisconsin Chapter): The Nature Conservancy operates a Wisconsin chapter and pursues very similar landscape-scale conservation, public-private partnerships with state agencies, and member/donor-driven funding, making it the closest direct nonprofit peer to NRF in Wisconsin.

Emerging players

• Land Trust Alliance: Land Trust Alliance is a national membership organization supporting land trusts with funding, capacity building, and advocacy; it parallels NRF's role as a funder and convener of Wisconsin land trusts and conservation NGOs.
• International Crane Foundation: ICF is a Wisconsin-headquartered, species-focused conservation nonprofit that is both a partner (receiving NRF Bird Protection Fund grants for Whooping Crane reintroduction) and a partial peer in fundraising and species recovery programs.

Broad incumbents

• Sierra Club Foundation: Sierra Club Foundation is a larger national environmental nonprofit with chapter-based conservation, grantmaking, and donor-driven funding models that broadly compete with NRF for conservation philanthropy.
• Defenders of Wildlife: Defenders of Wildlife is a national wildlife conservation nonprofit that pursues species protection, policy advocacy, and donor-driven funding; while broader in scope, it competes for conservation donor attention and federal/state grant partnerships relevant to NRF's wildlife work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WisConservation
• Facebookfacebook.com/NaturalResourcesFoundation
• Instagraminstagram.com/wisconservation
• LinkedInlinkedin.com/company/natural-resources-foundation-of-wisconsin

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Natural Resources Foundation of Wisconsin