The Nature Generation

What The Nature Generation does

The Nature Generation (NatGen) is a 501(c)(3) environmental nonprofit founded in 2004 (originally as the Newton Marasco Foundation, rebranded in 2012) and headquartered in Arlington, Virginia, with field offices in Lewes, Delaware and Pacifica, California. Its mission is to inspire and empower youth to become environmental stewards through literature, science, and the arts. The organization operates three core program pillars: Read Green (the Green Earth Book Award, a U.S.-only environmental stewardship book award for children's and young adult titles administered in partnership with Salisbury University since 2005 and presented across six categories); Think Green (free classroom resources including lesson plans and resource guides linked to GEBA-winning titles); and Act Green (STEM Seed Grants of $250–$1,000 awarded twice yearly to schools, libraries, nonprofits, and community organizations for environmental projects that incorporate GEBA books). Additional products include the E3 quiz-show-format educational computer games for grades 3 through high school, the Field It! outdoor education and field-trip support program, and a book donation program that has distributed more than 10,000 GEBA titles to schools, community centers, hospitals, and youth groups.

NatGen does not sell products or services and does not operate a technology platform; its technology footprint is limited to free downloadable resources, the E3 games, and a marketing/communications website (redesigned in 2024 with pro bono support from On Point Communications). The organization is funded entirely through donations and sponsorships across five individual giving tiers (Gardeners up to $99 through Stewards at $2,500+) and through corporate partners including Cadmus Group (multi-year sponsorship plus donated office space), GDIT (Picture Book Primary category sponsor), the Dominion Foundation, Tetra Tech, and UPS, among others. The Cadmus Group's CEO serves as NatGen's Board Chair, making Cadmus the most strategically significant institutional supporter. Go-to-market is event- and community-led: NatGen reaches educators, authors, publishers, parents, and youth organizations through annual GEBA ceremonies, Earth Day announcements, STEM Seed Grant cycles, direct partnerships with schools and libraries, and grassroots outreach via website, social media (Facebook, X, Instagram), and email newsletters. Customers/beneficiaries are segmented across children and young adults, schools and libraries, youth groups and community organizations, educators and teachers, and underserved communities (with a stated SEDI focus in seed grant criteria).

The organization is staffed by three paid employees (Executive Director, Director of Development, Teaching Fellow) plus a volunteer Board of Directors, and has no parent company, subsidiaries, or outside equity ownership. Cadmus Group provides significant in-kind administrative and facilities support.

Name

The Nature Generation

Legal name

The Nature Generation

Website

https://natgen.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

The Nature Generation is a 501(c)(3) environmental nonprofit that inspires youth environmental stewardship through the Green Earth Book Award, STEM Seed Grants ($250–$1,000), free classroom resources, and the E3 educational games, serving schools, libraries, educators, and community organizations across the United States.

Ownership category

akta.pro rank

Product category

Environmental Education Nonprofit

NAICS

Grantmaking and Giving Services (81321), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Environmental Education & Outreach (BPAGAGAH)

akta.pro secondary industries

STEM, Digital Literacy & Maker Education Nonprofits (BPAGADAG), Hands-on Science Exploration & Experiments (Lab Kits, Science Clubs) (EDAMABAA), STEM & Maker Education (Makerspaces, Coding Clubs, Robotics) (EDAAAFAL), STEM Research & Inquiry Programs (Research Mentorship, Science Fair Prep) (EDAMABAC)

Keywords

• Environmental education programs
• Youth literature awards
• Stem seed grants
• Environmental stewardship nonprofit
• Children's book awards

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Individual donors contribute at various levels: Gardeners (up to $99), Growers ($100-$499), Pollinators ($500-$999), Sustainers ($1,000-$2,499), and Stewards ($2,500+). Donations fund all programs including book awards, seed grants, and educational resources.
2. Corporate Sponsorships: Corporate partners like Cadmus Group provide multi-year sponsorships and in-kind support. GDIT and other companies sponsor specific GEBA categories (e.g., GDIT sponsors Picture Book awards).
3. Donation Categories: Donation options include: donate books, fund seed grants, sponsor GEBA award process, and leave a legacy (memorial/honor donations).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Nature Generation operates a national Green Earth Book Award program recognizing environmental children's and young adult literature across six categories, distributes STEM Seed Grants of up to $1,000 to schools and libraries for youth-led environmental projects, and provides free Classroom Resources including lesson plans and interactive E3 educational games. The organization reaches youth through community partnerships with schools, libraries, and youth organizations across the United States.

Product overview

The Nature Generation is a 501(c)(3) environmental nonprofit that operates three core program pillars: Read Green (the Green Earth Book Award), Think Green (classroom and library resources), and Act Green (STEM Seed Grants). The organization offers environmental stewardship programs in literature, science, and the arts designed to inspire and empower youth. Key products include the Green Earth Book Award—a prestigious national book award with six categories recognizing environmental children's and YA literature; STEM Seed Grants providing up to $1,000 for youth environmental projects; free classroom resources including lesson plans and resource guides; and E3 educational computer games in quiz-show format for grades 3 through high school. The organization also maintains the Chapman DeMary Nature Trail as an outdoor classroom and operates a book donation program that has distributed over 10,000 books.

Differentiator

Problem solved

Functional benefit

Products and services

• Green Earth Book Award (GEBA) A prestigious national environmental stewardship book award for children's and young adult titles, honoring authors and illustrators who spark environmental awareness. The award has six categories: Picture Book Primary, Picture Book Intermediate, Children's Fiction, Children's Non-Fiction, Young Adult Fiction, and Young Adult Non-Fiction.
• STEM Seed Grants Mini grants of up to $1,000 that fund small-scale, start-up or ongoing environmental education projects for schools, youth groups, libraries, and educational organizations. Grants require incorporation of GEBA books into project activities and prioritize SEDI populations.
• Classroom Resources Free resource guides, lesson plans, and tools for educators to augment curriculum with environmental stewardship content. Includes lesson plans connected to GEBA-winning books such as Sea Otters, Forests, Oceans, Earth Day activities, and more. Resources are downloadable free from the website and can also be used at home.
• E3: Education on Energy and the Environment Games Interactive computer games presented in a quiz-show format designed to increase environmental awareness among students of all ages. Includes grade-specific versions from 3rd grade through high school, covering ecoLogic and ecoSense topics.

Quantifiable outcome

• Over 10,000 books donated to schools and youth organizations
• +3 more outcomes

Named customers10 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

Feature1 record

Partnerships

Nine partnerships are on record, tiered minor and core.

• On Point CommunicationsminorGTM or Marketing Partner · 1 January 2024DBE-SWaM certified public relations and marketing agency that provides pro bono graphic design and communications support to NatGen, including website redesign in 2024.
• Lewes Public LibraryminorGTM or Marketing Partner · 1 January 2017Independent public library in Lewes, Delaware that assists NatGen in facilitating annual GEBA celebrations and communication/outreach activities.
• General Federation of Women's Clubs (GFWC)coreStrategic or Co-development Partner · 1 January 2015National network of nearly 100,000 members supporting NatGen by planting community butterfly gardens, donating GEBA books to local libraries and schools, and raising funds for environmental education programs.
• The Excalibur GroupminorImplementation/ SI/ Consulting Partner · 1 January 2014Washington D.C.-based company providing advisory services to NatGen for a decade in defense, IT, workforce, environmental, and legal industries.
• Cadmus GroupcoreStrategic or Co-development Partner · 1 January 2012Strategic sustainable partner providing multi-year sponsorship of Children's Fiction Book Award category and in-kind/administrative support including donated office space. Cadmus supports NatGen's environmental education programs through financial contributions and corporate involvement.
• Salisbury UniversitycoreStrategic or Co-development Partner · 1 January 2005Department of Early and Elementary Education at Salisbury University's Seidel School of Education has been NatGen's literacy partner since 2005. Works with NatGen to administer the Green Earth Book Award process; Ernie Bond Curriculum Resource Center maintains extensive GEBA book collection.
• GDIT (General Dynamics Information Technology)coreStrategic or Co-development PartnerFormerly SRA, GDIT sponsors the Picture Book Primary category of GEBA. Has partnered with NatGen for book donations to schools, including a Philadelphia school.
• UPSminorStrategic or Co-development PartnerPartnered with NatGen on EnGauge It! public awareness campaign educating drivers on proper tire inflation to save gas, money, and lives. Over 5,000 tire gauges distributed.
• Council Oak (Linda Manning)minorStrategic or Co-development PartnerInterdisciplinary consulting firm and individual supporter providing environmental consulting expertise and donations.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Earth Island Institute: Environmental nonprofit incubator supporting youth-facing environmental education projects and campaigns. Comparable in mission to inspire the next generation of environmental stewards, though it operates at substantially larger scale than NatGen.
• Rachel Carson Council: Nonprofit environmental education organization that, like NatGen, focuses on inspiring stewardship through literature, education, and youth engagement. Operates the Rachel Carson Sense of Wonder contest and related programs that overlap thematically with NatGen's GEBA.
• Children & Nature Network: Nonprofit focused on connecting children to nature through research, resources, and a global network. Shares NatGen's youth environmental stewardship mission and education-driven approach.
• Project Learning Tree: Environmental education program that provides lesson plans, teacher training, and grants for youth-focused environmental projects. Closely comparable to NatGen's Classroom Resources and STEM Seed Grants.

Emerging players

• EcoRise: Nonprofit that provides sustainability education curriculum, grants, and teacher training to K–12 schools. Highly comparable to NatGen's STEM Seed Grants and Classroom Resources programs.
• Green Education Foundation: Nonprofit providing free K–12 sustainability lesson plans, activities, and recognition programs (e.g., Green Ribbon Schools). Closely comparable to NatGen's Classroom Resources pillar.

Broad incumbents

• North American Association for Environmental Education (NAAEE): The leading professional membership organization for environmental educators in North America, providing guidelines, conferences, and resources. Serves as a broader industry umbrella overlapping NatGen's education and outreach mission.
• EarthDay.org: Global environmental awareness organization driving youth and education programming around Earth Day. Overlaps with NatGen's annual Earth Day GEBA announcements and broader environmental literacy mission.
• National Wildlife Federation: Large U.S. conservation organization with extensive youth education programs (e.g., Eco-Schools USA, Ranger Rick). Represents a much larger incumbent in the same youth environmental education space.

Others

• EarthShare: Federation of environmental nonprofits that facilitates workplace giving and donor fundraising for member organizations. Relevant as a peer in the environmental nonprofit fundraising ecosystem supporting groups like NatGen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheNatGen
• Facebookfacebook.com/thenaturegeneration
• Instagraminstagram.com/thenatgen
• LinkedInlinkedin.com/company/the-nature-generation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 The Nature Generation