2 For Conservation

What 2 For Conservation does

2 For Conservation is a U.S. 501(c)(3) nonprofit organization (tax ID 47-1631252) that operates the Fish & Wildlife Volunteers certification and membership program, launched in Spring 2025 as the successor to its original '2% for Conservation' certification. The organization certifies businesses that commit at least 20 volunteer hours per 5 employees annually to fish and wildlife conservation, replacing a prior model that also required financial donations. It also offers Individual Memberships ($35/year or $750 lifetime) providing training modules, an e-newsletter support network, discounts with certified business members, and exclusive decals. Since founding in 2016, the organization has certified and supported over 20,000 volunteer hours across a network of certified brands (28 logos displayed on its site) spanning outdoor recreation, food and beverage, and retail — primarily small and mid-sized businesses. The organization is community-led, distributing its programs through a self-service online application and enrollment, an email newsletter, a referral program, and engagement at outdoor industry tradeshows. It maintains a near-decade longitudinal data set on volunteer program effectiveness, employee retention, and consumer trust outcomes, and offers best-practice training and bespoke assistance to members building internal volunteer programs. Business dues (restructured November 5, 2025 to a simplified two-tier flat-rate model of $300/year for businesses under $5M gross sales and $2,000/year for larger businesses) and individual memberships form the core recurring revenue base, supplemented by tax-deductible donations to the parent 501(c)(3). The parent organization plans to formally change its legal name from '2% for Conservation' by January 2028 or when branded packaging inventory is depleted, finalizing the post-rebrand corporate identity transition.

Name

2 For Conservation

Legal name

2% for Conservation

Website

https://www.fishandwildlife.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

2 For Conservation is a 501(c)(3) nonprofit operating the Fish & Wildlife Volunteers program, which certifies businesses and individuals donating volunteer time to fish and wildlife conservation. Founded 2016, it serves a community-led network of SMB and consumer members across the U.S.

Ownership category

akta.pro rank

Product category

Conservation Nonprofit Certification Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Wildlife Conservation & Species Protection (BPAGAGAB)

akta.pro secondary industry

Wildlife & Animal Care Volunteering (EDAIAGAE)

Keywords

• Conservation volunteer certification
• Wildlife nonprofit membership
• Business certification programs
• Volunteer hour tracking
• Habitat conservation services

Headquarters

HQ city

Manhattan

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, Others

Revenue model

1. Business Certification Dues: Annual membership dues from certified businesses, structured by gross sales revenue brackets. Dues range from $300/year for businesses under $5M gross sales to $2,000/year for businesses above $5M gross sales (simplified 2-tier structure adopted November 2025). Previously had a more complex multi-tier structure with 11+ brackets ranging from $300 to $125,000 annually.
2. Individual Membership Dues: Annual ($35/year) and lifetime ($750) membership fees for individual conservation volunteers. Provides access to training modules, e-newsletter network, discounts with certified business members, and exclusive member decals. Lifetime members receive additional perks including naming on supporters page, ability to sponsor a student membership, and exclusive t-shirt.
3. Donations: Tax-deductible charitable donations accepted through the parent 501(c)(3) organization 2% for Conservation (Tax ID: 47-1631252). Donations can be allocated specifically to the Fish & Wildlife Volunteers program.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

2 For Conservation operates the Fish & Wildlife Volunteers (FWV) certification and membership program, which certifies businesses that commit at least 20 volunteer hours per 5 employees annually to wildlife and habitat conservation causes. It also offers Individual Membership tiers (1-year at $35 and lifetime at $750) that provide training modules, an e-newsletter support network, discounts at certified business members, and exclusive member decals. The portfolio is rounded out by an Annual Business Recertification process and a Referral Program that rewards certified businesses for recruiting new members.

Product overview

2 For Conservation operates the Fish & Wildlife Volunteers (FWV) certification and membership program launched in Spring 2025 as the successor to the '2% for Conservation' program. The core offering consists of Business Certification, which certifies businesses that volunteer at least 20 hours per 5 employees annually to conservation, combined with training, best-practice standards, and support for building internal volunteer programs and external brand communications. The Individual Membership, launched alongside the new program, provides conservation-focused individuals with training modules, a peer support newsletter network, and discounts with certified businesses. The portfolio also includes a Referral Program for business members to earn perks by referring other businesses, and an Annual Recertification process for maintaining certification status. The organization is a 501(c)(3) nonprofit (tax ID 47-1631252) headquartered in Montana.

Differentiator

Problem solved

Functional benefit

Products and services

• Fish & Wildlife Volunteers Business Certification Annual certification for businesses of any size that volunteer at least 20 hours per 5 employees annually to conservation causes. Includes best-practice training and education, internal program development support, employee and customer empowerment assistance, brand communication guidance, and connection to a network of conservation groups. Annual dues are $300 (gross sales under $5M) or $2,000 (gross sales $5M+) under the simplified 2-tier structure adopted 11/5/2025.
• Individual Membership Membership program for individuals who want to become more effective, healthy, and long-lasting conservation volunteers. Available as 1-Year ($35/year) or Lifetime ($750 one-time) tiers. Includes training modules, an e-newsletter peer support network, discounts at certified business members, and exclusive member decals. Lifetime members gain additional perks: listing on the Life Member Supporters page, ability to sponsor a university student's individual membership, and an exclusive Life Member t-shirt.
• Annual Business Recertification Annual recertification process for certified businesses to maintain their Fish & Wildlife Volunteers certification through submission of volunteer data and conservation group support documentation via a confidential encrypted online reporting form.
• Referral Program Program allowing certified business members to refer other businesses to Fish & Wildlife Volunteers certification in exchange for referral perks and discounts on their own membership dues.

Quantifiable outcome

• 20,000+ volunteer hours certified and supported since 2016
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 1% for the Planet: Global nonprofit that certifies businesses for giving 1% of sales to environmental causes. Highly comparable to 2 For Conservation's original model - both certify businesses based on giving commitments against gross sales, with similar membership-based structure.
• B Lab (B Corp Certification): Certifies businesses meeting verified standards of social and environmental performance. Directly comparable business certification model with annual fees, recertification requirements, and brand differentiation value proposition for member companies.

Broad incumbents

• Rainforest Alliance: Major international conservation nonprofit that operates certification and labeling programs for businesses and supply chains. Comparable as a large-scale conservation certification body serving businesses, though broader in scope (forestry, agriculture, tourism) than FWV's volunteer-hour focus.
• Ducks Unlimited: Largest wetland conservation nonprofit in North America, with deep focus on wildlife habitat conservation. Comparable as a wildlife conservation nonprofit addressing habitat rehabilitation and volunteer engagement, though operating at vastly larger scale and through direct land management.
• Trout Unlimited: Coldwater fisheries and watershed conservation nonprofit with strong volunteer chapter model. Comparable in conservation mission and volunteer-driven approach to the Fish & Wildlife Volunteers program, though focused specifically on trout/salmon habitat.
• National Wildlife Federation: Largest private conservation education and advocacy organization in the US. Comparable as a wildlife-focused nonprofit that engages businesses and individuals in conservation action, though at significantly larger scale and broader scope.
• World Wildlife Fund (WWF): Global wildlife conservation nonprofit with corporate partnership and individual membership programs. Comparable as a wildlife conservation organization with two-sided business and individual supporter models, though vastly larger and more internationally focused.
• Conservation International: Global environmental nonprofit working on biodiversity conservation with corporate partnership programs. Comparable as a conservation nonprofit engaging businesses in environmental action, though at much larger scale and with different geographic focus.

Emerging players

• Leave No Trace: Nonprofit that provides outdoor ethics education and training programs. Comparable in training-and-education approach to conservation volunteerism, with similar mission of equipping individuals to engage with wild places responsibly, though focused on behavior change rather than hours certification.

Others

• Outdoor Industry Association: Trade association for the outdoor industry with corporate membership and advocacy functions. Comparable as a membership-based organization serving conservation-aligned businesses, though focused on industry advocacy rather than volunteer certification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fish-and-wildlife-volunteers

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 2 For Conservation