New Jersey Audubon

Name

New Jersey Audubon

Legal name

New Jersey Audubon Society

Website

https://njaudubon.org

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Environmental Conservation & Nature Education

NAICS

Environment, Conservation and Wildlife Organizations (813312), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Wildlife Conservation & Species Protection (BPAGAGAB)

Keywords

• Wildlife conservation programs
• Environmental education services
• Birding field trips
• Nature sanctuary operations
• Membership-based nonprofit

Headquarters

HQ city

Bernardsville

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Membership Dues: Annual membership fees (starting at approximately $40 per year for a family) provide core recurring revenue. Members receive the organization's magazine twice a year and discounts on programs and at nature stores.
2. Program Fees: Fees charged for educational programs, birding field trips, workshops, summer camps, birthday parties, guide services, and eco-travel experiences. Fee ranges vary by program type.
3. Donations and Charitable Contributions: The organization raises funds through direct donations, bequests (e.g., Lorrimer Sanctuary was bequeathed to NJA), and special fundraising events such as the annual Catch of Cape May fundraiser.
4. Nature Store Sales: Nature stores at visitor centers sell optics, bird seed, bird houses, books, native plants, and gifts, with proceeds supporting the sanctuaries.
5. Corporate Partnership Funding: Funding received through corporate conservation partnerships, such as the New Jersey Resources Coastal Climate Initiative, which has committed up to $2 million over five years for habitat restoration and environmental education projects including NJA.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

New Jersey Audubon is a 501(c)(3) nonprofit organization that operates a network of wildlife sanctuaries and environmental education centers across New Jersey, delivering guided birding, hands-on environmental education programs, summer camps, school field trips, and long-term citizen science migration research. It funds this work through memberships, program fees, donations, nature store sales, and corporate conservation partnerships, with flagship facilities including Cape May Bird Observatory, Scherman Hoffman Wildlife Sanctuary, Lorrimer Sanctuary, Nature Center of Cape May, and Wattles Stewardship Center.

Product overview

New Jersey Audubon is a nonprofit nature conservation and education organization operating a network of nature sanctuaries and environmental education centers across New Jersey. The core portfolio includes five staffed nature centers: Cape May Bird Observatory (founded 1976), Lorrimer Sanctuary (14 acres), Nature Center of Cape May (1992), Scherman Hoffman Wildlife Sanctuary (298 acres), and Wattles Stewardship Center (51 acres). Supporting programs include the Migration Watches Program with six monitoring sites (Avalon Seawatch, Cape May Hawkwatch, Bernardsville Hawkwatch, Montclair Hawkwatch, Morning Flight, Springwatch), the School of Birding with expert-led workshops, the Guide for Hire custom tour service, and seasonal festivals including the Cape May Fall Festival and World Series of Birding. The organization also operates FeatherEdge Optics as an online store for optics, birdseed, and nature-related merchandise, and offers educational programming including summer nature camps, scout programs, and native plant sales. New Jersey Audubon functions as a platform of interconnected sanctuaries and programs unified by its mission to inspire people to care for nature.

Differentiator

Problem solved

Functional benefit

Brands

• Cape May Bird Observatory (CMBO): A research, education, and birding facility founded in 1976, focused on bird conservation, migration research, and recreational birding at Cape May Point.
• Lorrimer Sanctuary
• Nature Center of Cape May
• Scherman Hoffman Wildlife Sanctuary
• Wattles Stewardship Center

Products and services

• Cape May Bird Observatory (CMBO) CMBO is a flagship center of New Jersey Audubon dedicated to research, environmental education, bird conservation, and recreational birding activities, operating migration watches, training programs, and festivals at Cape May Point.
• Lorrimer Sanctuary A 14-acre nature sanctuary in Franklin Lakes, NJ, featuring nature trails, a visitor center with exhibits, gift shop, and educational programs including Muddy Hands Academy for young children.
• Nature Center of Cape May Environmental education campus located on Cape May Harbor, featuring the Trucksess Welcome Center, three-story observation tower, classrooms, exhibit aquaria, and themed display gardens, focused on hands-on environmental education and harbor stewardship.
• Scherman Hoffman Wildlife Sanctuary A 298-acre sanctuary spanning Bernardsville, Basking Ridge, and Harding Township, NJ. Home to over 200 bird species and features the Hoffman Center for Conservation and Environmental Education with observation deck, Nature Store, and Wayrick Art Gallery.
• Wattles Stewardship Center
• Migration Watches Program Long-term migration monitoring program with six watch sites (Avalon Seawatch, Cape May Hawkwatch, Bernardsville Hawkwatch, Montclair Hawkwatch, Morning Flight Songbird Count, Springwatch) tracking bird migrations and producing multi-decade ecological datasets.
• School of Birding Expert-led birding workshops and field excursions at Cape May Bird Observatory, ranging from beginner to advanced levels, with a 12:1 or better leader-to-participant ratio.
• Guide for Hire Program Customized guided birding tours tailored to individual or group needs, with professional birding guides offering half-day (4 hours, $150-$400) or full-day (8 hours, $250-$750) tours at various locations.
• Summer Nature Camps Nature-focused summer programs for children offered at multiple NJ Audubon centers, with activities including outdoor exploration, hands-on learning, and environmental education tailored to various age groups.
• World Series of Birding Annual competitive birding event held each May, engaging over 300 participants from around the world and raising hundreds of thousands of dollars for bird conservation.
• Cape May Fall Festival Annual flagship festival at Cape May that brings thousands of visitors to celebrate fall migration, featuring guided walks, workshops, and events showcasing one of the greatest migration hotspots on earth.
• Cape May Spring Festival Spring counterpart to the Fall Festival, celebrating spring bird migration at Cape May Point and showcasing the diversity of migratory birds during the spring migration season.
• Native Plant Sales Plant sales held at various NJ Audubon centers featuring native plants chosen to attract birds, butterflies, and hummingbirds, with proceeds supporting education, conservation, and research programs.
• Corporate Conservation Partners Program Corporate partnership program allowing businesses to support NJ Audubon's conservation mission while building relationships with environmentally-conscious consumers and employees.
• Scout Programs Nature-based badge programs for Cub Scouts and Girl Scouts offered at NJ Audubon sanctuaries, including badge work, community service projects, and Eagle Scout projects, with pricing of $100 for the first 10 scouts and $10 per additional scout.
• Catch of Cape May Fundraiser Annual benefit event for the Nature Center of Cape May held at Harborview Park, featuring local seafood, live music, auctions, and dancing while raising funds for environmental education programs ($100/person, $1,200 for a reserved VIP table of up to 10).
• FeatherEdge Optics (Online Nature Store) Online nature store operated by NJ Audubon selling optics, bird seed, bird houses, books, and nature-related gifts; also handles membership sales and native plant order fulfillment, with proceeds supporting the sanctuaries.
• Annual NJ Audubon Membership Annual membership program with family membership starting at approximately $40/year, providing the NJ Audubon magazine twice a year and approximately 25% discounts on programs and nature store purchases.
• School and Youth Field Trip / Outreach Programs School field trips and outreach programs at NJ Audubon nature centers and sanctuaries, aligned with NJ Core Curriculum Content Standards, at $225 per one-hour program for groups up to 25 students, plus $30 mileage.
• Children's Birthday Parties at Nature Sanctuaries Birthday party programs at Lorrimer Sanctuary ($275 for up to 15 children) and Scherman Hoffman Wildlife Sanctuary ($250 for up to 15 children), each with $10 per additional child up to 20 participants and optional add-ons.

Quantifiable outcome

• 700,000+ seabirds counted annually at Avalon Seawatch; up to 1 million in peak years
• +4 more outcomes

Named customers3 records

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

Eleven partnerships are on record, tiered core and minor.

• New Jersey Resources (Coastal Climate Initiative)coreStrategic or Co-development Partner · 1 January 2021New Jersey Resources' Coastal Climate Initiative, launched in 2021, has committed up to $2 million over five years for coastal ecology, community resiliency, and nature-based climate solutions. New Jersey Audubon is one of the funded nonprofit partners receiving grants for habitat restoration and environmental education projects across New Jersey. The initiative has deployed over 60% of its funding to date.
• Falsterbo Fågelstation (Sweden)minorStrategic or Co-development PartnerInternational Friendship Agreement between CMBO and Falsterbo Fågelstation (Sweden), Spurn Bird Observatory (UK), and Bird Studies Canada's Long Point Bird Observatory (Ontario, Canada). The agreement provides a framework for mutual cooperation to further knowledge of birds, wildlife, habitat, and people at each site for the mutual benefit of all observatories.
• Spurn Bird Observatory (UK)minorStrategic or Co-development PartnerPart of the International Friendship Agreement with CMBO, Spurn Bird Observatory (UK), Falsterbo Fågelstation (Sweden), and Bird Studies Canada's Long Point Bird Observatory (Ontario, Canada).
• Bird Studies Canada / Long Point Bird Observatory (Ontario, Canada)minorStrategic or Co-development PartnerPart of the International Friendship Agreement with CMBO, Bird Studies Canada's Long Point Bird Observatory, Falsterbo Fågelstation (Sweden), and Spurn Bird Observatory (UK).
• USDA Natural Resources Conservation Service (NRCS)minorStrategic or Co-development PartnerNJA works with USDA NRCS on conservation cost-share programs at Wattles Stewardship Center including native grassland establishment, pollinator habitat improvement, invasive vegetation control, and vernal pool and riparian restoration.
• USDA Farm Service Agency (FSA)minorStrategic or Co-development PartnerPartnership with USDA FSA at Wattles Stewardship Center for agricultural land management integrated with wildlife habitat conservation.
• U.S. Fish & Wildlife Service (USFWS)minorStrategic or Co-development PartnerUSFWS partners with NJA on conservation projects at Wattles Stewardship Center, including enrollment in conservation cost-share programs such as Partners for Fish and Wildlife Program (PFW).
• NJ Division of Fish and WildlifeStrategic or Co-development PartnerNJA has partnered with NJ Division of Fish and Wildlife since 2011 on forest stewardship projects at Sparta Mountain Wildlife Management Area, occurring on both NJA property and the Wildlife Management Area.
• The Nature Conservancy (South Cape May Meadows Preserve)coreStrategic or Co-development PartnerNJA's Cape May Bird Observatory conducts regular birding walks at The Nature Conservancy's South Cape May Meadows Preserve property, providing educational programming at this key conservation site.
• Project SNOWstormminorStrategic or Co-development PartnerNJ Audubon Director David La Puma has been a partner in Project SNOWstorm for over half a decade. This all-volunteer program studies and tracks snowy owls during their winter migrations into the Lower 48 states.
• Mid-Atlantic Center for the Arts and Humanities (MAC)minorGTM or Marketing PartnerCo-sponsored Natural Habitats Trolley Tour along with MAC. Tours leave from the Washington Street Mall Information Booth, where tickets may be purchased through MAC.

Scale indicators18 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Massachusetts Audubon Society (Mass Audubon): Independent state-level Audubon affiliate operating a network of wildlife sanctuaries, nature centers, and education programs across Massachusetts. Closest structural peer to New Jersey Audubon—comparable size, multi-center sanctuary network, education programs, and membership-driven nonprofit model.
• Hawk Mountain Sanctuary: Pennsylvania-based nonprofit hawk watch and conservation organization founded in 1934; operates the oldest continuous raptor migration count in the world. Directly comparable as a sanctuary-anchored, citizen-science-driven bird conservation nonprofit with public education programming.
• Maine Audubon: Independent state-level Audubon affiliate operating sanctuaries and education centers in Maine. Comparable as a regional Audubon chapter with multi-center operations, environmental education programs, and migration-focused citizen science.
• Conserve Wildlife Foundation of New Jersey: New Jersey-based nonprofit partnered with NJ Division of Fish and Wildlife focused on species-at-risk conservation and habitat stewardship. Comparable as an in-state wildlife-focused nonprofit sharing similar donor and partnership networks in New Jersey.

Broad incumbents

• Cornell Lab of Ornithology: Major nonprofit ornithological research and education institution that operates eBird and Merlin Bird ID—the citizen science platforms New Jersey Audubon's watch sites rely on. Comparable as a leading bird-focused nonprofit, though Cornell Lab is research-and-technology oriented rather than sanctuary-based.
• The Nature Conservancy (New Jersey Chapter): Global conservation nonprofit with a New Jersey chapter that co-manages South Cape May Meadows Preserve where NJA's Cape May Bird Observatory conducts programming. Directly comparable in mission (habitat conservation), donor base, and corporate partnership model, but operates at much larger scale.
• National Audubon Society: National umbrella organization for the Audubon network. While New Jersey Audubon is an independent 501(c)(3), it shares the Audubon brand and competes for national-level donor dollars, while operating a state-chapter scope comparable in form to NJA's own network of centers and sanctuaries.
• American Bird Conservancy: National nonprofit focused on bird habitat conservation across the Americas. Comparable in advocacy and conservation science focus, though it operates without a network of public visitor centers.

Regional players

• Delaware Center for the Inland Bays: Regional nonprofit focused on coastal and inland water habitat conservation and environmental education in Delaware. Comparable as a Mid-Atlantic nonprofit with similar coastal habitat, education, and stewardship programs, though narrower in geographic scope.
• NYC Audubon: Independent Audubon chapter serving New York City, focused on urban bird conservation, habitat restoration, and citizen science. Comparable mission and educational programming but operates in a dense urban environment without a comparable rural sanctuary network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NJAudubon
• Facebookfacebook.com/njaudubon
• Instagraminstagram.com/schermanhoffman
• LinkedInlinkedin.com/company/nj-audubon

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 New Jersey Audubon