NWF 2010 Annual Report

Financial Overview

The organization’s consolidated statement of activities includes the results of the operations of the National Wildlife Federation (NWF) and related organization National Wildlife Federation Endowment, Inc.


In fiscal year 2010, National Wildlife Federation revenues totaled $100 million, with 70 percent coming from supporters through memberships and publications. Nearly $46 million in donations and bequests came from generous individual donors including our members, Guardians of the Wild, Leaders Club, the J. N. “Ding” Darling Circle, and members of our bequest legacy program, the Legacy Society. Foundations and corporations provided one hundred and eighty one grants for National Wildlife Federation’s conservation and education programs totaling $16 million. Major foundation grants were awarded by Bank of America Charitable Foundation, Charles Stewart Mott Foundation, David and Lucile Packard Foundation, Doris Duke Charitable Foundation, Energy Foundation, Erb Family Foundation, Joyce Foundation, The Kendeda Fund, The Kresge Foundation, The McKnight Foundation, Gordon and Betty Moore Foundation, Motorola Foundation, National Aeronautics and Space Administration, Walton Family Foundation, and anonymous donors. Revenues generated by National Wildlife Federation’s publications and films totaled $20 million. Nature Education Materials’ revenue totaled $9 million. Gain on investment income totaled $3 million and royalties and other income yielded $5 million.


National Wildlife Federation’s mission is to Inspire Americans to Protect Wildlife for our Children’s Future. NWF focuses on and excels in three distinct program areas – 1) getting children and families more connected with nature by getting them outdoors, 2) safeguarding wildlife and habitat and 3) finding solutions to global climate change. NWF’s dedication to these three program areas helps to ensure that America’s wildlife legacy continues for future generations.

Conservation advocacy programs expand NWF’s work on safeguarding wildlife and habitat, finding solutions to climate change, and engaging the public on issues relating to wildlife conservation policy and legislation. Safeguarding wildlife means protecting and defending wildlife and the wild places that wildlife needs to survive and restoring the health of our natural habitats and ecosystems. Through work with our affiliates and partners, NWF has secured and closed, through our allotment retirement program, more than 500,000 acres of public land to grazing in the Greater Yellowstone Ecosystem, which will restore and protect prime wildlife habitat. Through our national policy action in this area, NWF secured an EPA formal veto on the Clean Water Act permit for the Yazoo Pumps project in Mississippi, which would have drained 200,000 acres of critically important wetlands, and successfully fought for and achieved federal legislation that permanently withdrew mineral leasing in Valle Vidal. Because global warming seriously threatens the survival of our most cherished wildlife species and their habitats and jeopardizes the health and livelihoods of many people and communities, finding solutions to climate change is one of our most important areas of focus. NWF’s work in this area includes promoting a shift from dirty to clean sources of energy.

Education outreach and publications reconnects children and adults with nature through such programs as Be Out There, Certified Wildlife Habitats®, and Eco Schools USA, and through National Wildlife, Ranger Rick, Your Big Backyard, Wild Animal Baby, and Just for Fun publications.

Each year the Federation reaches one million school children and two million young readers through its educational programs. Be Out There program encourages Americans to get outside and enjoy the natural environment and provides a number of useful tools and activities for families that make it easy to get outside. This includes Hike & Seek, Wildlife Watch and Nature Find. Hike & Seek, one of our signature events brought 520 explorers outside to experience nature in an educational atmosphere.

NWF’s Habitats’ program has produced three successful ways for our four million members and supporters across the country to help wildlife on their own terms and in their own time – Certified Wildlife Habitat®, Schoolyard Habitat and Community Habitat. With over 138,000 certified habitats, 3,600 Schoolyard Habitats and 48 certified Community Habitats, over one million Americans are participating to make a difference for wildlife.

Eco-Schools is an international program aimed at fostering a greater sense of environmental stewardship in school age students. NWF was chosen as the sole American environmental organization to introduce and implement this program in the US. Since its launch in 2009 NWF has signed up 407 schools representing 175,000 students and 6,200 educators.

For 44 years Ranger Rick magazine has been introducing kids to the wonders of nature. In 2010, Ranger Rick continued its standard of excellence in education by winning Periodical of the Year for Children (Grades K-5). Together with our two other award winning children’s magazines, they reach one million homes per month and over two million young readers.

Membership education programs maintain an active, engaged and informed membership providing supporters with the information and inspiration to make a difference in their own backyards, their communities, and across the country. NWF reaches millions of supporters on a monthly basis to communicate the most pressing needs facing the environment today – from people becoming more disconnected from nature to loss of habitat and the threat of global warming. Through such publications as National Wildlife magazine, the NWF website, and other sources of information, NWF is educating our membership base on how NWF is working to protect wildlife and habitat. Every month, through National Wildlife magazine over 650,000 people can read about our CEO’s insightand advice, the latest environmental news and success stories from NWF and around the nation.

Other nature education programs communicate NWF’s mission to raise public awareness around our three main objectives - getting kids back outside, safeguarding wildlife and habitat and finding solutions to climate change. With our cards and wildlife centered items, NWF has more ways to engage our 4 million members and supporters while also getting our message to new audiences who have an interest in protecting wildlife.

Supporting Services

General, administrative, and fund-raising expenses,which support National Wildlife Federation’s conservation mission, totaled only 20 percent of total expenses for 2010.



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