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CHARITY REVIEW
Issued: May 2026 Expires: May 2028

National Wildlife Federation

Accredited Charity
Accredited Charity

Meets Standards
(800) 822-9919
11100 Wildlife Center Drive
Reston, VA, 20190
https://nwf.org
📄 Full Report 🖨️ Print 📋 BBB Charity Standards

Standards For Charity Accountability

Governance

  1. Board Oversight
  2. Board Size
  3. Board Meetings
  4. Board Compensation
  5. Conflict of Interest

Measuring Effectiveness

  1. Effectiveness Policy
  2. Effectiveness Report

Finances

  1. Program Expenses
  2. Fundraising Expenses
  3. Accumulating Funds
  4. Audit Report
  5. Detailed Expense Breakdown
  6. Accurate Expense Reporting
  7. Budget Plan

Fundraising & Info

  1. Truthful Materials
  2. Annual Report
  3. Website Disclosures
  4. Donor Privacy
  5. Cause Marketing Disclosures
  6. Complaints

National Wildlife Federation meets the 20 Standards for Charity Accountability.

Stated Purpose:
"to unite all Americans to ensure wildlife and people thrive in a rapidly changing world."

Year, State Incorporated:
1939, DC

National Wildlife Federation (NWF) is a federation of 52 state and territorial affiliates and the national organization that work to protect and restore wildlife habitat; transform wildlife conversation; and connect Americans with wildlife. The organization restores and reconnects the fragmented and degraded habitats across protected lands, working lands, waterways, coasts, and communities. The organization also advances 21st century wildlife management by defending public trust resources and confronting stressors like climate change, invasive species, and wildlife diseases. NWF works to inspire the next generation of conservationists to broaden and mobilize a conservation army to broaden the stewardship ethic, conservation action, public and private investments, and support for policy changes necessary to save at-risk species. Some ($7,735,000 or 7%) of NWF's program activities are carried out in conjunction with fundraising appeals.

For the year ended August 31, 2025, National Wildlife Federation's program expenses were:

Conservation programs $52,928,000
Education outreach and publications $32,125,000
Membership and other nature education programs $25,440,000
Garden for Wildlife $1,245,000
Total Program Expenses $111,738,000

Chief Executive
Collin O'Mara, President and Chief Executive Officer

Compensation*
$756,599

Chair of the Board
Frederick Kowal

Chair's Profession / Business Affiliation
President, United University Professions

Board Size
34

Paid Staff Size
428

*2023 compensation includes annual salary and, if applicable, benefit plans, expense accounts, and other allowances.

Method(s) Used:
Direct mail appeals, Telephone appeals, Print advertisements (newspapers, magazines, etc.), Grant proposals, Internet, Door-to-door appeals, Planned giving arrangements, Cause-related marketing (affinity credit cards, consumer product sales, etc.), Membership appeals, Workplace Giving, Cryptocurrency

NWF incurred joint costs of $16,447,000 for informational materials and activities that included fundraising materials. Of those costs $7,735,000 was allocated to program expenses, $7,568,000 was allocated to fundraising expenses, and $1,144,000 was allocated to administrative expenses.

Fundraising costs were 9% of related contributions. (Related contributions, which totaled $101,997,000, are donations received as a result of fundraising activities.)

This organization is tax-exempt under section 501(c)(3) of the Internal Revenue Code. It is eligible to receive contributions deductible as charitable donations for federal income tax purposes.

The following information is based on National Wildlife Federation's audited financial statements - consolidated for the year ended August 31, 2025.

Source of Funds
Contributions $50,568,000
Contributions from governments, foundations and corporations $50,223,000
Publications $16,631,000
Investment income $7,055,000
Nature education materials $5,806,000
Other income $1,904,000
In-kind contributions $1,206,000
Royalties $923,000
Total Income $134,316,000

Programs: 86% Fundraising: 7% Administrative: 7%

Total Income $134,316,000
Total expenses: $129,815,000
  Program expenses $111,738,000
  Fundraising expenses $8,879,000
  Administrative expenses $9,198,000
  Other expenses $0
Income in Excess of Expenses $4,501,000
Beginning Net Assets $129,895,000
Other Changes In Net Assets $-1,795,000
Ending Net Assets $132,601,000
Total Liabilities $55,765,000
Total Assets $188,169,000

Note 1: As noted in the financial section above, “other changes in net assets” refers to net income attributable to noncontrolling interest ($24,000) and pension and post-retirement related charges, including net periodic benefit costs other than services cost (-$1,819,000).

Note 2: According to the organization's audited financial statements – consolidated – for the year ended August 31, 2025, NWF received in-kind contributions totaling $1,206,000 in the form of labor, materials, and other educational services ($1,072,000), advertising services ($125,000), and legal, actuarial and other consulting services ($9,000).

An organization may change its practices at any time without notice. A copy of this report has been shared with the organization prior to publication. It is not intended to recommend or deprecate, and is furnished solely to assist you in exercising your own judgment. If the report is about a charity and states the charity meets or does not meet the Standards for Charity Accountability, it reflects the results of an evaluation of information and materials provided voluntarily by the charity. The name Better Business Bureau is a registered service mark of the International Association of Better Business Bureaus.

This report is not to be used for fundraising or promotional purposes.

RELATED CONTENT

Report completed by:
BBB Wise Giving Alliance