Approved by Board of Directors November 19, 2025
OUR VISION
We want everyone to live in a world filled with green places where communities thrive.
OUR MISSION
We protect special places, forever.
OUR VALUES
- Conservation. We are champions for conservation and know how to get important tangible results.
- Collaboration. We respect and partner with landowners, people, and groups who care about special places.
- Connectedness. We believe we are all connected to the land and each other.
- Commitment. We have the tenacity to overcome obstacles and follow through on our commitments.
- Community. We seek to remove barriers that prevent all people from enjoying the benefits of land, especially those communities historically disenfranchised from land.
WHO WE ARE
Groundswell Conservancy was founded in 1983 by community members who believed that protecting land is essential to protecting our shared future. What began as a small group has swelled into a powerful movement, and our driving mission is clear: to protect special places, forever. Over the decades, we’ve partnered with hundreds of landowners and agencies, permanently protecting more than 14,000 acres. Together, we’ve protected special places like Cherokee Marsh where people connect with nature. We’ve conserved critical wildlife habitat along the Wisconsin River and secured farmland for our future in the Black Earth Creek valley and in places like the Town of Dunn. And we’ve helped remove barriers to farmland access through the protection of and community programming at our Westport Farm and Pasley’s Swan Creek Farm.
OUR STRENGTHS
Groundswell Conservancy has continually demonstrated that we are a results-driven, mission-focused organization. Over the years, we’ve deepened our expertise in land acquisition, stewardship, and conservation easements, becoming a trusted resource in the Wisconsin land trust community.
We have expanded our capacity by building a team of passionate, knowledgeable professionals. We are a valued partner of groups like the Wisconsin Department of Natural Resources (DNR), Dane County, Operation Fresh Start, Southeast Asian Healing Center, and towns of Dunn and Dunkirk.
Through a focused development program, we’ve formed lasting relationships with a growing and diverse base of supporters who share our vision. They are our partners in conservation.
As a result, Groundswell Conservancy has earned a reputation as one of the leading land trusts in Wisconsin—trusted, collaborative, and committed to a lasting impact. The strength of our organization lies not only in what we’ve accomplished, but in the shared vision and enduring partnerships that will carry us forward.
OUR CHALLENGES
Despite this success, we recognize the ground beneath us is shifting. Land is more expensive, it’s increasingly in demand, and not everyone has access to it. Valuable farmland is disappearing. Our climate is changing, and people’s connections to nature are strained.
To truly achieve our vision of a world filled with green places where communities thrive, we must move forward with greater urgency and efficiency. This strategic plan is our declaration of intent to move beyond simply responding to opportunities and become a proactive force that addresses these urgent challenges head-on.
APPLYING AN EQUITY LENS TO OUR WORK
To move forward in an equitable and inclusionary manner, the planning for projects and programs at Groundswell Conservancy will be evaluated through our “Equity Lens.” This lens is an evolving tool that helps us evaluate how our actions advance or hinder our ability to create a world filled with green places where all communities thrive. Groundswell Conservancy’s Equity Lens is guided by the following questions:
- Who is benefited?
- What voices are missing?
- Is the project, program, or practice aligned with our values?
OUR PLAN
We look forward to working with you to achieve the goals in this plan, and address these ever-present and serious challenges. The plan has four main program areas that provide a framework for achieving our mission. Each area has an overarching goal, with anticipated, measurable outcomes and strategies for getting us there.
Land Protection
Accelerate the protection of high-value conservation lands through strong partnerships and innovative land protection tools. We will do this in a way that centers community priorities, provides more conservation co-benefits, and supports the next generation of land stewards.
Desired Outcomes
- Complete 34 projects, a 55% increase over the last 4.5 years, prioritizing high-value conservation and co-benefits (hitting multiple focus areas).
- Reserve 20% of our project pipeline for community-focused conservation projects that expand public and equitable access and ensure we serve the whole community.
- Launch the Buy-Protect-Sell-Plus (BPS+) program with an established, actionable plan, and complete 2-5 projects, providing emerging farmers with secure, affordable land access with conservation protections.
- Expand priority landscapes — Black Earth Creek, Patrick Marsh, and Westport Prairie — by 10% through conservation easements or acquisitions that enhance ecological impact, increase habitat connectivity and genetic diversity, support multiple species, and provide equitable access for recreation and land stewardship.
- Establish a formal process for entering new land protection partnerships (Purchase of Development Rights, Agricultural Conservation Easements programs, etc.), ensuring readiness to work with new partners while supporting efficient use of staff resources.
- Develop and implement a new conservation easement template that incorporates soil health, water quality, renewable energy, agricultural tourism, farm succession, and affordability goals.
Land Stewardship
Enhance the monitoring and management of land and waters under Groundswell Conservancy’s care. Uphold high standards for their maintenance and restoration, support equitable access, and foster connections with people and place.
Desired Outcomes
- Enhance the easement stewardship process with increased adoption of conservation practices that support compliance and long-term conservation success.
- Improve access and infrastructure at Patrick Marsh and Westport Prairie in a way that balances public use with the protection of conservation values.
- Enhance, expand, and diversify the outreach of our volunteer program, building stewardship capacity and deepening community engagement in caring for our preserves—as measured by number of hours, participants, and opportunities.
- Transition ~50% of remaining agricultural land (132 acres) at Westport Prairie to prairie by 2030. Engage the community at every step to build stewardship and donor support.
- Ensure Westport Prairie and Patrick Marsh are thriving, well-managed ambassador landscapes that serve as ecological showcases and places for people to connect with nature.
- Revisit the long-term vision for the wetlands at Pasley’s Swan Creek Farm, including potential for public access, and develop a comprehensive management plan with clear execution timeline.
- Implement and demonstrate soil health and sustainable agricultural strategies at Westport Farm. Ensure appropriate post-harvest handling, cooling, and season extension infrastructure is available to support diverse agricultural activities.
- Begin stewardship planning of additional farmland that builds a Buy-Protect-Sell-Plus (BPS+) pipeline of landowners to address farmland access through permanent land tenure.
- Advance a land protection demonstration site — Pine Quarry — showcasing the many benefits of conservation while elevating Groundswell’s visibility.
Community Awareness and Engagement
Grow recognition, understanding, and support for Groundswell Conservancy’s mission among those who care about conservation to advance our work and expand our supporter base.
Desired Outcomes
- Invite a more demographically representative group of people—including underrepresented and underserved individuals—to partner with us and participate in Groundswell Conservancy’s public events and volunteer opportunities.
- Pitch two to four stories per year to media that reach our target audiences (supporters, elected officials, etc.). Highlight Groundswell Conservancy’s role in conservation, equitable land access, the importance of local government funding, and climate resilience.
- Recognize project partners in Groundswell Conservancy’s stories, highlighting our collaborative work and demonstrating our shared impact.
- Highlight the full array of our work in our communications—from land protection to stewardship to equitable access—via all our outreach tools and channels.
Long-Term Health
Cultivate Groundswell Conservancy’s vision as an inclusive and financially healthy organization. Groundswell will provide more opportunities for young people to engage, learn, explore, and have fun in nature.
Desired Outcomes
- Support staff with sustainable workloads and a positive, collaborative, and inclusive culture that fosters enthusiasm for the work.
- Create and roll out a five-year strategic development plan and budget to address increased conservation opportunities.
- Maintain Easement Enforcement and Legal Defense funds at 120% to steward and defend our conservation easements and fee owned properties.
- Position the organization to renew our Land Trust Alliance (LTA) accreditation in five years.
- Reflect the communities we serve in our staff, volunteers, board, and supporters, diversifying across racial, gender, age, socioeconomic, and other groups/identities.
- In partnership with others, advocate for and support the growth of Wisconsin’s Knowles-Nelson Stewardship Program and Dane County Conservation Fund, preserving state and federal funding for land acquisition and easements.
- Increase Legacy Circle membership by one-third, reaching 100 members.
- Engage board members so they possess the tools and knowledge needed to help with outreach and development.
- Expand and diversify our donor base through intentional prospecting and relationship-building, ensuring a strong foundation of support for future conservation initiatives.