Company History
The Wilderness Society (TWS) was created in 1935 to protect the wilderness and promote people to care about the world around them. This American organization has been a part of nearly all conservation laws that have been passed since their inception. The Wilderness Society works with conservationists on big causes, such as preventing a dam being built that was a threat to biodiversity in the 1950s. In 1964, Lyndon B. Johnson passed The Wilderness Act, a huge win for conservationists. Other notable events include passing a bill to protect wildlands in California and starting initiatives to take stock of greenhouse gas emissions.
Competitor Analysis
There are two ways to consider who the competitors are for The Wilderness Society. First, there are organizations doing the same work as TWS, such as The Nature Conservancy, Land Trust Alliance and The Trust for Public Land. However, these organizations are all working toward the same goal and while they may prefer donations and grants for their own organization, I think they would feel confident in how other nonprofits would use the money. On the other hand, there are companies working against the goals of conservation nonprofits. These include companies working in mining, oil, and meat. These companies are ultimately more concerned with making money than protecting American land. Specific examples are the Alyeska Pipeline Service Company, Liberty Mutual and Chevron, but big oil, big meat and other publicly traded organizations working against new climate policies are the main culprits.
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Target Market
Ultimately, the target market of The Wilderness Society is anyone living in the United States. Unfortunately, not all people support their work, so it is more useful to target those who may be willing to donate and support their mission. Their Facebook ads promoting donations target women over the age of 65 more than any other group, while their political ads target men and women around the age of 30. Their target market depends on what they need. For donations, wealthy older women are targeted. For legal and political support, younger generations are targeted.
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