MINNESOTA LAKES AND RIVERS ADVOCATES

What MINNESOTA LAKES AND RIVERS ADVOCATES does

Minnesota Lakes and Rivers Advocates (MLR) is a 501(c)(4) nonprofit advocacy organization founded in 1994 in Minnesota, originally as the Minnesota Seasonal and Recreational Property Owners (MSRPO) Coalition on Lake Vermilion. The organization advocates for the protection of Minnesota's lake and river heritage, serving lakeshore property owners, cabin owners, lake associations, non-resident property owners, and government partners including the Minnesota DNR, Soil and Water Conservation Districts, and Watershed Districts.

MLR's product portfolio is organized around civic organizing and stewardship rather than a unified software platform. Core programs include the Lake Steward Program (a shoreline evaluation and recognition system expanded to 40 lake associations), the Citizen's Action Network (a free legislative advocacy and bill-tracking network), Stop Starry Stonewort (an aquatic invasive species initiative), the Minnesota Natural Shoreline Partnership (a shoreline restoration cost-share network with SWCDs), Project WET (K-12 water education), Own Your Wake Maps (wake-surf impact mapping), and the Lakeshore Property Taxes Program. Underlying tools include Survey 123 for shoreline assessments and a Legislative Action Center hosted on congressweb.com.

The business model is a nonprofit funding stack: recurring membership dues from individuals and lake associations, individual donations (including employer matching and the Lakes and Rivers Legacy Society planned-giving program), event-driven fundraising (Give to the Max Day), corporate sponsorships, and state and lottery-funded grants such as the $850k in Aquatic Invasive Species grants secured for 2022 and Environment and Natural Resources Trust Fund support. Revenue is not publicly disclosed. Go-to-market is community-led and event-driven: MLR mobilizes 200+ lake associations as implementation partners, hosts the annual Water Connects Us All Conference at St. Anthony Falls Lab, runs webinars, and distributes content through the Water Connects Us All newsletter and social channels.

Name

MINNESOTA LAKES AND RIVERS ADVOCATES

Legal name

Minnesota Lakes & Rivers Advocates

Website

https://mnlakesandrivers.org

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Minnesota Lakes and Rivers Advocates is a 501(c)(4) nonprofit, founded in 1994, that advocates for Minnesota's lake and river heritage through shoreline stewardship, aquatic invasive species prevention, and legislative representation for lakeshore property owners and 200+ lake associations.

Ownership category

akta.pro rank

Product category

Environmental Advocacy & Lake Conservation

NAICS

Environment, Conservation and Wildlife Organizations (813312)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

akta.pro secondary industry

Water Resources & Watershed Protection (BPAGAGAK)

Keywords

• Environmental advocacy
• Watershed conservation
• Lake stewardship
• Aquatic invasive species
• Shoreline restoration

Headquarters

HQ city

Saint Paul

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: MLR operates a membership program where lake home owners, cabin owners, and lake associations join as contributing members. Membership provides access to the Shoreland Guide at discounted rates and supports advocacy efforts.
2. Donations and Fundraising: Individual donations including employer matching programs (Double the Donation), annual campaigns, and legacy/planned giving through the Lakes and Rivers Legacy Society.
3. Event Fundraising: Give to the Max Day campaigns and specific program fundraising such as the Lake Steward Program during Minnesota's annual giving day.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Minnesota Lakes and Rivers Advocates (MLR) is a 501(c)(4) nonprofit advocacy organization that protects Minnesota's lake and river heritage through civic organizing, legislative advocacy, and education programs. The organization offers the Lake Steward shoreline evaluation program, the Citizen's Action Network advocacy platform, the Stop Starry Stonewort aquatic invasive species initiative, and Project WET water education curriculum for Minnesota students.

Product overview

Minnesota Lakes and Rivers Advocates (MLR) is a nonprofit organization offering a portfolio of advocacy programs and educational initiatives rather than a unified software product. The core offerings include the Lake Steward Program (shoreline evaluation and stewardship recognition), the Citizen's Action Network (legislative advocacy platform), and the Stop Starry Stonewort aquatic invasive species initiative. Supporting programs include the Minnesota Natural Shoreline Partnership, Project Water Education Today, Own Your Wake Maps, Legislative Action Center, webinars, and newsletters. These programs work together to protect Minnesota's lake and river heritage through science, education, and advocacy.

Differentiator

Problem solved

Functional benefit

Products and services

• Lake Steward Program A shoreline stewardship recognition program that evaluates and awards lakeshore property owners for implementing natural landscaping practices that protect water quality and wildlife habitat. Includes a quiz, shoreline evaluation by trained volunteers, and official recognition for qualifying properties.
• Citizen's Action Network (CAN) A free legislative advocacy network that provides members with timely legislative updates, tools to contact legislators and local media, and bill tracking capabilities to protect Minnesota's lakes and rivers.
• Stop Starry Stonewort An aquatic invasive species (AIS) prevention and management initiative focused on controlling the spread of Starry Stonewort (Nitellopsis obtusa) through boat cleaning stations, monitoring, and community coordination across Minnesota lakes.
• Project Water Education Today (Project WET) A water education curriculum and training program providing structured educational materials for teachers, lake advocates, and community organizations to teach about water issues and conservation.
• Minnesota Natural Shoreline Partnership A collaborative initiative providing resources and guidance for shoreline property owners to restore natural vegetation buffers along lakes and rivers, including cost-share funding and technical assistance through local Soil and Water Conservation Districts.
• Annual Water Connects Us All Conference Annual conference bringing together lake leaders from across Minnesota at Saint Anthony Falls Lab for education, networking, and advocacy discussions. The 2024 Annual Membership Meeting celebrated 30+ years of MLR's dedication to Minnesota's lake and river ecosystems.
• Legislative Action Center An online platform that enables citizens to track legislation, contact legislators, and engage in advocacy efforts for lake and river protection in Minnesota.

Quantifiable outcome

• Reduced cabin tax rate from 2.25% to 1% (same as homestead) since 1994
• +3 more outcomes

Named customers3 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

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• St. Anthony Falls Lab (SAFL) - University of MinnesotacoreStrategic or Co-development PartnerAcademic research partnership conducting wake energy studies and prop thrust research. MLR hosts annual conferences at SAFL and collaborates on scientific studies related to boat impacts on lake ecology. SAFL researchers Jeffrey Marr and Andrew Riesgraf conducted field studies on wave height, energy, and power from recreational boats.
• Minnesota Aquatic Invasive Species Research Center (MAISRC)coreStrategic or Co-development PartnerMLR helped establish MAISRC in 2012 and advocates for ongoing funding. The center conducts research on AIS including starry stonewort, invasive carp, and aquatic plant management. MAISRC develops tools like the P.I. Charter portal and AIS Explorer Tool.
• Minnesota Department of Natural Resources (MN DNR)coreStrategic or Co-development PartnerPrimary government partner for water resource management. MLR represents lake groups at DNR Roundtable events and advocates for policies including statewide AIS planning requirements and boater education certification.
• Soil and Water Conservation Districts (SWCDs)coreStrategic or Co-development PartnerLocal government partners providing cost-share funding and technical assistance for shoreline restoration projects through the Lake Steward Program. SWCDs received $15 million in state aid in 2023 to support conservation efforts.
• Watershed DistrictscoreStrategic or Co-development PartnerLocal government partners collaborating on water quality projects, phosphorus reduction efforts, and AIS management. Partners include Sauk River Watershed Collaborative, Pelican River Watershed District, Rice Creek Watershed District, and others.
• Lake AssociationscoreStrategic or Co-development PartnerOver 200 lake associations across Minnesota serve as implementation partners for MLR programs including Lake Steward, Stop Starry, and AIS prevention. Lake associations contribute over $6.25 million and 1.2 million volunteer hours annually to lake improvement efforts.
• Corporate SponsorsminorGTM or Marketing PartnerCorporate partners supporting MLR through sponsorships. 2026 Shoreline Stewardship Sponsors include Out Back Nursery, Natural Resource Services, and others listed on the Corporate Partners page.
• Minnesota Pollution Control AgencycoreStrategic or Co-development PartnerGovernment partner for water quality initiatives including the Get the Lead Out program to protect loons from lead fishing tackle poisoning. MPCA listed 56% of Minnesota's lakes as impaired in 2020.
• Upper Midwest Invasive Species Conference (UMISC)minorStrategic or Co-development PartnerAnnual conference where MLR presents and learns about AIS management. MLR Associate Executive Director Sami Selter presented the collaborative Stop Starry Program at the world's largest invasive species conference.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Michigan Lakes and Streams Association: Michigan-based nonprofit representing lake associations across the state on lake management, shoreline protection, and water quality. Comparable in mission to MLR with a similar lake-rich geography and constituency of seasonal property owners.
• Indiana Lakes Management Society: Indiana nonprofit supporting lakefront property owners and lake associations with lake management resources and advocacy. Highly comparable to MLR in targeting the lake-association constituency for stewardship programming.
• Wisconsin Lakes: Statewide nonprofit lake advocacy organization in Wisconsin serving lake associations and waterfront property owners on stewardship, water quality, and aquatic invasive species. Direct counterpart to MLR in the neighboring state with nearly identical mission and constituency.
• Federation of Ontario Lake Associations: Canadian federation representing lakefront associations across Ontario on shoreline stewardship, water quality, and invasive species. Comparable structure to MLR as a federation of lake associations advocating for lake protection at the provincial level.

Broad incumbents

• River Network: National nonprofit supporting grassroots river and watershed organizations with training, resources, and advocacy. Comparable mission around freshwater protection but operates nationally across rivers rather than focusing on lake associations.
• Ducks Unlimited: Large national wetlands and waterfowl habitat conservation organization with significant Minnesota presence. Comparable in protecting aquatic and wetland ecosystems in Minnesota but focused on waterfowl habitat rather than lake recreation.
• Freshwater Future: National nonprofit that provides grants and capacity-building support to local groups working on Great Lakes and inland water protection. Comparable in supporting local water-protection efforts but operates as a funder rather than direct lake association.
• Izaak Walton League of America: National conservation organization focused on water resources, soil quality, and wildlife habitat, with active chapters in Minnesota. Comparable mission around water quality advocacy but operates at national scale across multiple conservation causes.

Regional players

• Conservation Minnesota: Minnesota-focused environmental advocacy organization that engages on broader conservation policy at the state legislature. Comparable in advocacy tactics and Minnesota legislative focus but covers broader environmental issues beyond lakes and rivers.
• Minnesota Center for Environmental Advocacy: Minnesota-based environmental law and policy organization that litigates and advocates on water quality, wildlife, and clean energy. Comparable in Minnesota policy advocacy focus but uses legal channels rather than grassroots lake-association organizing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/pages/MSRPO-Coalition-Inc/238927069488307
• Instagraminstagram.com/mnlakesandrivers
• LinkedInlinkedin.com/company/minnesota-lakes-and-rivers-advocates

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 MINNESOTA LAKES AND RIVERS ADVOCATES