What kinderpostzegels does

Kinderpostzegels (legal name: Stichting Koninklijke Nederlandse Kinderpostzegels) is a Dutch charitable foundation founded in 1924 by royal decree, headquartered in Leiden, Netherlands, and operating with approximately 35 employees across three departments (Projects & Programs, Marketing/Communications/Fundraising, and Operations). The organization is the steward of the annual Kinderpostzegelactie, a one-week September door-to-door campaign in which children from groups 7 and 8 of approximately 3,000 Dutch primary schools sell stamps, theme cards, festive cards, plasters, and puzzles to raise funds for peers living in poverty, loneliness, or unsafe home environments. Beyond the annual action, Kinderpostzegels runs year-round programs including the Kinderportemonnee (Children's Wallet), in which children directly vote on how special funds are allocated to local projects, and the Kinderpanel, an advisory panel that gives children governance input on organizational strategy.

The underlying technology stack is conventional for a mid-sized European nonprofit: an e-commerce webshop (shop.kinderpostzegels.nl) accepting iDEAL via MultiSafepay and direct debit via Buckaroo, a school-facing platform (scholen.kinderpostzegels.nl) with student-card login, QR-code ordering, and group-level performance tracking, a Zendesk-powered support system with a chatbot named Kiki, and standard analytics/marketing tools (Google Analytics, Hotjar, Facebook Pixel, Google Ads Retargeting). Stamps are officially issued and nationally distributed by PostNL, and since 2024 the organization holds an official card partnership with Hallmark, with co-designed children's cards sold through 750+ physical Hallmark retail stores as well as via hallmark.nl and Kinderpostzegels' own channels. Programs are delivered through 25+ civil-society project partners (Villa Pinedo, Big Friends, Triple ThreaT, Mockingbird, Playing for Success, De Vrolijkheid, School's Cool, Wij zijn M, and others) across the Netherlands, the Caribbean (Aruba, Curaçao, Sint Maarten, Saba, Bonaire, Sint Eustatius), Burkina Faso, Senegal, and India.

The business model is a hybrid of donation-based fundraising and product sales, complemented by lottery and endowment funding. Revenue streams include: one-time and recurring (monthly direct-debit) individual donations, voluntary donation-based product sales during the annual stamp action, an e-commerce webshop (including the €8.50 'Vraag het Anders' card game at €8.50/€17.00/€22.50 for 1/2/3 games), bequests (nalaten), corporate co-funding partnerships, and significant multi-year programmatic grants from the Postcode Loterij (€2.85M Droomfonds in March 2026; €600K in 2025), VriendenLoterij, and regional endowment funds such as Fonds 1818 (€170K). The organization holds ANBI, CBF, and DDMA Privacy Waarborg certifications, was awarded the Predicaat Koninklijk (Royal designation) in 2024 on its centennial, and is governed by a six-member Raad van Toezicht chaired by M.C. de Wilde MBA, with Director Sofie Vriends leading day-to-day operations.

Name

kinderpostzegels

Legal name

Stichting Koninklijke Nederlandse Kinderpostzegels

Website

https://kinderpostzegels.nl

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Short description

Kinderpostzegels is a 100-year-old Dutch charitable foundation that raises funds through an annual door-to-door stamp-selling campaign by 125,000 schoolchildren, plus donations, webshop sales, and lottery grants, to support vulnerable children in the Netherlands, Caribbean, West Africa, and South Asia.

Ownership category

akta.pro rank

Headquarters

HQ city

Leiden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others, Technology or R&D, Supply Chain

Revenue model

1. Donations and Contributions: Primary revenue stream from individual donors who make one-time or recurring donations. Monthly donors supported through direct debit. One-time gifts via donation pages. Also receives support from individuals leaving bequests (nalaten).
2. Children's Stamp Action Product Sales: Sale of children's stamps, theme cards, festive cards, plasters, and puzzles during the annual Kinderpostzegelactie. Products sold door-to-door by children and via webshop. Shipping fee of €1.50 per order.
3. Foundation and Lottery Funding: Major funding from Postcode Loterij (including Droomfonds grants), VriendenLoterij, and endowment funds (vermogensfondsen). These are multi-year programmatic grants for specific programs.
4. Corporate Partnerships: Partnerships with companies (bedrijven) for project and program co-funding, including cause marketing (e.g., Hallmark co-designed card sales benefiting Kinderpostzegels).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Kinderpostzegels is a Dutch children's charity that runs the annual Kinderpostzegelactie, during which approximately 125,000 children from 3,000 primary schools sell stamps and related products door-to-door to raise funds for vulnerable children. It complements this with year-round online donations (one-time, monthly, periodic, and bequests), a webshop (shop.kinderpostzegels.nl) selling stamps, theme cards, festive cards co-designed with Hallmark, plasters, and puzzles, and direct-funded programs such as the Kinderportemonnee (children vote on regional fund allocation) and the Kinderpanel (children advise the organization). Net proceeds fund 25+ project partners running resilience, anti-loneliness, and safe-upbringing programs in the Netherlands, the Caribbean, West Africa, and South Asia.

Product overview

Kinderpostzegels is a Dutch charitable organization (Stichting Koninklijke Nederlandse Kinderpostzegels) that operates primarily through its annual Kinderpostzegelactie campaign, where children sell stamps and related products door-to-door. The organization offers a webshop for purchasing these products (stamps, puzzles, greeting cards), accepts online donations, and runs several programs involving children in decision-making. The core products include the annual campaign (Kinderpostzegelactie), the Kinderportemonnee where children vote on fund allocation, and the Kinderpanel for children's participation. Additional offerings include the 'Vraag het Anders' card game for family conversations about loneliness, and regional programs like Kinderportemonnee Groningen and the Caribbean 'Samen Families Versterken' initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Kinderportemonnee: A unique fund where children themselves decide the destination of money for supporting their peers in need. Children vote on which themes and projects to fund.
• Kinderpanel
• Kinderpostzegelactie

Products and services

• Kinderpostzegelactie (Annual Stamp Action) Annual door-to-door campaign in which approximately 125,000 children from 3,000 primary schools sell stamps, theme cards, festive cards, plasters, and puzzles to raise funds for children in vulnerable situations. Runs one week in September each year and is recognized as intangible Dutch cultural heritage.
• Kinderportemonnee (Children's Wallet) Program in which children themselves decide how special funds are allocated to support peers in their region. Children identify priority themes (poverty, unsafe home environments, loneliness) and vote on which local projects to fund. Includes a regional edition in Zuid-Holland (Kinderportemonnee Groningen) in partnership with Fonds 1818.
• Kinderpanel (Children's Panel) Children's advisory panel in which young participants contribute ideas and feedback on programs, campaigns, and organizational direction. Members participate in events such as Summerschool, work visits, and round-table discussions on children's rights, enabling child-led governance within the organization.
• Kinderpostzegels Webshop Online store selling stamps, Jan van Haasteren puzzles, Hallmark co-designed festive and theme cards, plasters, and the Vraag het Anders card game year-round. Accepts iDEAL payments via MultiSafepay, bank transfer, and SEPA direct debit, with a flat shipping fee of €1.50 per order.
• Vraag het Anders Card Game Family card game designed with professionals for and by children to facilitate conversations about loneliness and other sensitive topics. Suitable for 2-6 players ages 7-13. Includes unexpected questions, funny dilemmas, and challenging assignments.

Quantifiable outcome

• 15,360 children to be reached in the Caribbean program, with 80% expected to achieve measurable resilience improvement
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

24 partnerships are on record, tiered core, minor and flagship.

• Alliantie Kinderarmoede (National Alliance Against Child Poverty)coreStrategic or Co-development Partner · 1 April 2026Kernpartner (core partner) from 2026. Joins existing core partners NCJ (Nederlands Centrum Jeugdgezondheid) and Het Voedingscentrum. Alliance works to strengthen families facing financial stress and change the system that perpetuates inequality and poverty.
• KiVa, Vreedzame School, and Young Academy of LifeminorStrategic or Co-development Partner · 1 January 2026Education partners collaborating on materials for groups 6, 7, and 8 to help children and teachers discuss loneliness safely, developed as part of the 2026 loneliness research follow-up.
• KPN Mooiste Contact FondscoreStrategic or Co-development Partner · 1 November 2025Co-developed the 'Vraag het anders' (Ask it differently) campaign to help parents talk about loneliness with children. Joint initiative combining Kinderpostzegels' child welfare expertise with KPN's mission of stimulating social contact. Includes weekly conversation starters, campaign page, online videos, and Superkrachtdag events.
• HallmarkflagshipStrategic or Co-development Partner · 1 May 2024Official card partner since 2024. Children co-designed festive cards and theme cards with Hallmark. Products sold during the Kinderpostzegelactie and in 750+ Hallmark retail stores across the Netherlands. Partnership based on shared values of attention, connection, and helping isolated children. Multi-year collaboration (at least 3 years).
• Universiteit UtrechtcoreStrategic or Co-development Partner · 1 January 2024Research partner conducting loneliness studies among children. Conducted the 2024 research 'Hoe kunnen we eenzaamheid voorkomen?' and follow-up research 'Doorbreek samen eenzaamheid in de klas' (2026) on how to discuss loneliness in classrooms.
• Verwey-Jonker InstituutcoreStrategic or Co-development Partner · 1 January 2024Research partner for child loneliness studies. Co-conducted the 2024 research with Universiteit Utrecht showing that 1 in 10 primary school children feels often to always lonely.
• Villa PinedocoreStrategic or Co-development PartnerProject partner providing an online community for children of divorced parents. Offers Buddy program with young experiential experts. 86,000 children in the Netherlands face divorce annually; 59% lack support. Kinderpostzegels funds and co-develops this initiative.
• Triple ThreaTcoreStrategic or Co-development PartnerProject partner operating in the Haarlem Schalkwijk district, using sport, culture, and lifestyle to create a positive community for youth. Three generations of participants share how the program provides structure, perspective, and life lessons.
• Big FriendscoreStrategic or Co-development PartnerProject partner providing children with a buddy to spend time with, reducing loneliness through meaningful peer relationships.
• MockingbirdcoreStrategic or Co-development PartnerProject partner providing foster families and children with extended support networks. Part of the veerkrachtversterking (resilience strengthening) program.
• Playing for SuccesscoreStrategic or Co-development PartnerProject partner helping children build self-confidence in group settings, contributing to resilience strengthening through structured group activities.
• De VrolijkheidcoreStrategic or Co-development PartnerProject partner providing safe spaces for children to meet, connect, and be themselves, addressing the need for safe environments and social connections.
• Wij zijn McoreStrategic or Co-development PartnerProject partner providing boundary awareness lessons to groups 7 and 8, teaching children to recognize and communicate personal boundaries and recognize sexual abuse.
• School's CoolcoreStrategic or Co-development PartnerProject partner providing academic and social support to help children succeed in school and develop resilience.
• Defence for Children NederlandcoreStrategic or Co-development PartnerPartner in the Kinderrechtencollectief (Children's Rights Collective), coordinating independent reporting to the UN Children's Rights Committee. Became a foundation in April 2026. One of 5 core members alongside AUGEO foundation, Save the Children Nederland, and Terre des Hommes.
• Save the Children NederlandcoreStrategic or Co-development PartnerCore member of the Kinderrechtencollectief (Children's Rights Collective) working on child rights monitoring and advocacy.
• ThuisonderwijsmaatjesminorStrategic or Co-development PartnerProject partner providing home education buddies supporting children who need additional educational support.
• VitalismaatjesminorStrategic or Co-development PartnerProject partner connecting children with vitality buddies for healthy lifestyle support.
• JeugdeducatiefondsminorStrategic or Co-development PartnerProject partner supporting children's education through financial assistance for educational needs.
• Kamer voor een KindminorStrategic or Co-development PartnerProject partner helping foster families create extra rooms for foster children through renovations (dakkapel/dakraam) and furniture (bed, closet). Execution transferred to Stichting Ondersteuning Pleeggezin per April 2024.
• Stichting Join UsminorStrategic or Co-development PartnerPartner in the loneliness follow-up research (2026), providing safe environments for youth aged 12-30 in 90+ municipalities and online to develop social skills and resilience.
• Stichting De KindertelefoonminorStrategic or Co-development PartnerPartner in the loneliness follow-up research (2026). The Kindertelefoon has been the go-to place for Dutch children aged 8-18 for 46 years, offering free and anonymous conversations.
• Stichting Villa PinedocoreStrategic or Co-development PartnerKey partner in child participation research. Sanne Abrahams, director of Villa Pinedo, commented on the new multi-year strategy: 'een strategie waarbij kinderen in hun kracht worden gezet.'
• PostNLcoreChannel Partner/ Reseller/ DistributorOfficial issuer and distributor of Kinderpostzegel stamps. PostNL publishes the special edition stamps annually, with notable designers including Jan van Haasteren, Dick Bruna, Marten Toonder, and others contributing designs over the years.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jantje Beton: Jantje Beton is a Dutch children's charity focused on outdoor play and children's well-being, using child-led fundraising campaigns (schools, NL Doet). Highly comparable to Kinderpostzegels as a peer Dutch children's charity with school-channel fundraising and similar mission focus on vulnerable children.
• Stichting Leergeld: Stichting Leergeld is a Dutch foundation that helps children in poverty participate in educational and social activities (school supplies, sports, music). Direct peer as a Dutch charity targeting children in poverty with grant-based program delivery and similar donor segments.
• Stichting Jarige Job: Stichting Jarige Job is a Dutch charity that provides birthday boxes and experiences to children in poverty. Comparable as a Dutch children's charity addressing child poverty with strong brand recognition and a national footprint.
• Nationaal Fonds Kinderhulp: Nationaal Fonds Kinderhulp is a Dutch foundation providing direct assistance to disadvantaged children, including foster children and those in vulnerable family situations. Direct peer in the Dutch children's welfare foundation space, with overlapping beneficiary focus on vulnerable children.

Broad incumbents

• UNICEF Nederland: UNICEF Nederland is the Dutch national committee of the UN children's fund, operating with broader global scope and larger budgets. Comparable as a Dutch-based children's charity competing for the same donor base and lottery funding, but with much wider mandate and international footprint.
• Save the Children Nederland: Save the Children Nederland is the Dutch arm of the international children's rights organization, and a co-member with Kinderpostzegels in the Kinderrechtencollectief. Comparable as a Dutch children's rights charity but with broader international focus and larger scale.
• SOS Kinderdorpen: SOS Kinderdorpen (SOS Children's Villages Netherlands) provides family-based care for children without parental care in the Netherlands and internationally. Comparable as a Dutch charity focused on vulnerable children with international programs, but operating direct service programs rather than a grantmaking model.

Regional players

• Stichting Kindertelefoon: Stichting Kindertelefoon (De Kindertelefoon) is the Dutch children's helpline, originally co-established by Kinderpostzegels in 1979. Comparable as a Dutch children's support organization with similar mission around child welfare, but operating a direct helpline service rather than grantmaking.

Others

• Kansfonds: Kansfonds is a Dutch foundation supporting citizen-led initiatives for vulnerable groups in the Netherlands. Adjacent peer in the Dutch philanthropy ecosystem with similar grantmaking model and lottery funding relationships, but broader social focus beyond children.
• Stichting Villa Pinedo: Stichting Villa Pinedo is a Dutch organization providing online community and buddy programs for children of divorced parents, and is a funded project partner of Kinderpostzegels. Comparable as a Dutch child welfare organization, but operates as a project partner rather than peer fundraising competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kinderpostzegels
• LinkedInlinkedin.com/company/stichting-kinderpostzegels-nederland
• Instagraminstagram.com/kinderpostzegels
• Xx.com/kinderpost

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about kinderpostzegels