What Groundswell Conservancy does

Groundswell Conservancy is a Wisconsin-based 501(c)(3) nonprofit land trust founded in 1983 and headquartered in Madison. The organization permanently protects natural areas, wildlife habitat, and farmland through conservation easements, fee-title land acquisition, and ecological restoration, and operates volunteer-driven stewardship programs that connect communities to conserved land. Its core services include landowner partnership negotiations, easement stewardship and monitoring, public access provision across protected properties (including Cherokee Marsh, Patrick Marsh, Westport Prairie, and the Black Earth Creek valley), and community programs such as cultural landscape tours, prairie plantings, and monarch butterfly tagging.

The organization's "products" are conservation outcomes: more than 14,000 acres have been permanently protected in partnership with hundreds of landowners and agencies since founding. Groundswell holds Land Trust Accreditation Commission accreditation, which signals adherence to national land-trust governance, stewardship, and ethical standards. It also runs targeted community programs, most notably an initiative connecting nearly 300 HMoob farmers across Wisconsin and Minnesota with government programs, training, and technical assistance, in partnership with Fairshare CSA Coalition and UW-Madison Division of Extension.

Groundswell's revenue model relies on individual donations and major/planned gifts (including the Legacy Circle membership program targeting 100 members), government grants through the Wisconsin Knowles-Nelson Stewardship Program, Dane County Conservation Fund, and USDA programs, and event sponsorship. Its go-to-market is community-led: the organization cultivates relationships with landowners, agency partners (Wisconsin DNR, USDA NRCS, Dane County, Town of Dunn), tribal nations (Ho-Chunk Nation), and other conservation organizations (Clean Lakes Alliance, Ducks Unlimited), and reaches supporters through its website, Instagram, email newsletters, public events, and earned media. The 2026-2030 Strategic Plan, approved by the Board on November 19, 2025, targets 34 projects over the plan horizon, a 55% increase over the prior 4.5-year period.

Name

Groundswell Conservancy

Legal name

Groundswell Conservancy

Website

https://groundswellconservancy.org

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Groundswell Conservancy is a Wisconsin-based 501(c)(3) land trust that has permanently protected over 14,000 acres of natural areas, wildlife habitat, and farmland since 1983 through conservation easements and community-led stewardship programs serving landowners, farmers, and Southern Wisconsin communities.

Ownership category

akta.pro rank

Product category

Land Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Forestry (800)

akta.pro primary industry

Land Trusts & Protected Areas (BPAGAGAC)

akta.pro secondary industry

Conservation Easements & Land Trust Services (AFAMAMAH)

Keywords

• Land conservation services
• Conservation easement management
• Farmland preservation programs
• Wildlife habitat restoration
• Community land stewardship

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. Donations and Contributions: Groundswell Conservancy generates revenue through individual donations, major gifts, and planned giving from supporters who share their vision for conservation.
2. Grant Funding: The organization receives funding from government programs such as the Wisconsin Knowles-Nelson Stewardship Program, Dane County Conservation Fund, and USDA grants.
3. Membership Programs: The Legacy Circle membership program aims to grow to 100 members, representing planned giving and legacy supporters.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Groundswell Conservancy is a nonprofit land trust that permanently protects natural areas and farmland in and around Dane County, Wisconsin, primarily through acquiring land and holding conservation easements. It restores and stewards prairies, woodlands, and wetlands on its protected lands, and engages the community through volunteer events, the Legacy Circle planned-giving program, and targeted support for HMoob (Hmong) and other historically underserved farmers.

Product overview

Groundswell Conservancy is a Wisconsin-based 501(c)(3) nonprofit land protection organization, not a technology product company. Its 'offerings' consist of land conservation programs and services rather than technology products. Core activities include land acquisition and conservation easements, land stewardship and ecological restoration, outdoor volunteer programs, community engagement and educational outreach, and farmland preservation initiatives. The organization protects special places through partnerships with landowners, government agencies (including Wisconsin DNR and Dane County), and other conservation organizations. Their work focuses on Dane County and Southern Wisconsin, with priority landscapes including Black Earth Creek, Patrick Marsh, and Westport Prairie. As of their 2026-2030 Strategic Plan, they had permanently protected more than 14,000 acres.

Differentiator

Problem solved

Functional benefit

Products and services

• Conservation Easement Service

Quantifiable outcome

• Protected over 14,000 acres of land
• +2 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

21 partnerships are on record, tiered core and minor.

• Ducks UnlimitedcoreStrategic or Co-development Partner · 8 July 2026Partnership to protect nearly 2,000 acres along Lower Sugar River, combining resources for wildlife habitat conservation and wetland protection.
• Clean Lakes AlliancecoreStrategic or Co-development PartnerGroundswell joined Clean Lakes Alliance's Renew the Blue Council, a collaborative effort advancing cleaner lakes and beaches across the Yahara Watershed. The council includes 45 nonprofit, governmental, and municipal partners working toward 12 high-impact actions for water quality improvement.
• Fairshare CSA CoalitioncoreStrategic or Co-development PartnerPartnership for the HMoob Farmers program, connecting farmers with government programs, training, and technical assistance. Built relationships with nearly 300 HMoob farmers across Wisconsin and Minnesota.
• University of Wisconsin-Madison Division of ExtensioncoreStrategic or Co-development PartnerPartner in the HMoob Farmers support systems program, providing agricultural expertise and extension services to underserved farming communities.
• Wisconsin Department of Natural Resources (DNR)coreStrategic or Co-development PartnerLong-standing partner for land protection projects including Brooklyn State Wildlife Area and numerous conservation easements. Combines state funding (Knowles-Nelson Stewardship Program) with local conservation work.
• Dane CountycoreStrategic or Co-development PartnerPartner in land acquisition and conservation efforts throughout Dane County, including funding through Dane County Conservation Fund.
• Rock County Land Conservation DepartmentminorStrategic or Co-development PartnerPartner in farmland conservation easement on Bjugstad family farm in Rock County, combining local and federal conservation resources.
• Rock River Valley Chapter of Pheasants ForeverminorStrategic or Co-development PartnerPartner in farmland protection project in Rock County, contributing to wildlife habitat and agricultural conservation.
• USDA Natural Resources Conservation ServicecoreStrategic or Co-development PartnerFederal partner providing conservation grants and technical assistance for farmland protection and conservation easements, including projects in Brooklyn Wildlife Area and Rock County.
• American Farmland TrustminorStrategic or Co-development PartnerNational partner in farmland conservation, contributing expertise and resources to the Rock County farmland easement project.
• Town of DunncoreStrategic or Co-development PartnerPartner in land protection along Yahara River, including 48-acre conservation easement with Alan and Carol Breed and Purchase of Development Rights program.
• Operation Fresh StartminorStrategic or Co-development PartnerCommunity partner for youth engagement and workforce development related to conservation and land stewardship.
• Southeast Asian Healing CenterminorStrategic or Co-development PartnerCommunity partner connecting underserved populations with land access and nature-based wellness opportunities.
• Land Trust AlliancecoreStrategic or Co-development PartnerNational association providing standards, practices, and accreditation for land trusts. Groundswell maintains accreditation through the Land Trust Accreditation Commission.
• Quercus Land Stewardship ServicesminorGTM or Marketing PartnerEvent sponsor for Cultural Landscape Tour, providing land stewardship expertise and community support.
• Spencer Real Estate GroupminorGTM or Marketing PartnerEvent sponsor for Cultural Landscape Tour and prairie planting events, supporting conservation outreach.
• First Business BankminorGTM or Marketing PartnerEvent sponsor for Cultural Landscape Tour, contributing to community engagement events.
• Murphy Desmond S.C.minorGTM or Marketing PartnerEvent sponsor for Cultural Landscape Tour, supporting conservation programming.
• Ho-Chunk NationcoreStrategic or Co-development PartnerTribal nation with historic ties to conserved lands including Brooklyn Wildlife Area. Tribal Historic Preservation Officer Bill Quackenbush provides cultural landscape expertise for tours.
• Athens Land TrustminorStrategic or Co-development PartnerFellow land trust in Georgia where Groundswell staff participated in volunteer work at Williams Farm, demonstrating cross-organizational collaboration in the land trust community.
• Pheasants ForeverminorStrategic or Co-development PartnerConservation organization partner in farmland and wildlife habitat protection, including Rock River Valley Chapter collaboration.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Trust for Public Land: National land conservation nonprofit using conservation easements and fee acquisition to protect natural areas and provide public access—closest large-scale direct peer to Groundswell's operating model, with both organizations emphasizing permanent protection plus public access.
• Ducks Unlimited: National habitat conservation nonprofit and active strategic partner on the Lower Sugar River 2,000-acre project. Comparable on large-scale wetland and habitat protection, fee acquisition, and partnership-based land deals with state/federal agencies.
• Sand County Foundation: Wisconsin-based nonprofit focused on voluntary private-land conservation, working lands, and agricultural stewardship—closely overlapping with Groundswell's farmland easement and landowner partnership work in Wisconsin.
• Natural Lands: Regional accredited land trust operating across the Mid-Atlantic using conservation easements, fee acquisition, and stewardship of natural areas—a near-equivalent operating model to Groundswell at a regional scale, with similar accreditation, easement pipeline, and public-access orientation.
• Pheasants Forever: Habitat and farmland conservation nonprofit with an active Rock River Valley chapter that partnered with Groundswell on the Rock County farmland protection project. Similar operational overlap in wildlife-habit-correlated farmland easements and chapter-based partnership execution.
• American Farmland Trust: National nonprofit focused on farmland protection and agricultural conservation easements, explicitly listed as a partner on Groundswell's Rock County farmland easement. Highly comparable mission and easement-based operating model targeting farm families and land access.
• Athens Land Trust: Community-based land trust in Georgia explicitly named as a cross-organizational peer where Groundswell staff volunteered. Directly comparable as a community-led, equity-focused land trust protecting farmland and natural areas through easements and partnership deals.

Others

• Land Trust Alliance: National umbrella and accrediting body for land trusts, of which Groundswell is an accredited member. Comparable not as a competitor but as the enabling industry body that sets the accreditation standards underwriting Groundswell's credibility.

Emerging players

• Ice Age Trail Alliance: Wisconsin-based nonprofit stewarding the Ice Age National Scenic Trail corridor, including the 3.5+ miles within Brooklyn State Wildlife Area noted in Groundswell's data. Comparable on public-access conservation corridors, volunteer mobilization, and regional Wisconsin land stewardship.

Broad incumbents

• The Nature Conservancy (Wisconsin): Global conservation nonprofit with a Wisconsin chapter operating in the same geographies and conservation categories as Groundswell. Much broader portfolio (climate, oceans, policy), but overlapping capacity in easement deals, climate programs, and DNR/state partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/groundswell.wi
• LinkedInlinkedin.com/company/groundswell-conservancy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Groundswell Conservancy