Charity Guard

What Charity Guard does

Charity Guard ApS is a Danish private limited company founded in 2004 in Odense by Thomas (Muus) and Sophie Laursen, operating as a professional fundraising service provider for charitable organizations. Its core offering is telephone-based fundraising delivered through an in-house team of 101–250 specialized fundraisers who conduct outbound canvassing, upgrades, winback, loyalty, lead generation, conversion, welcome and thank-you calls, plus payment monitoring for clients such as Røde Kors, Danmarks Naturfredningsforening, Kræftens Bekæmpelse, Hjerteforeningen, WWF, UNICEF and Oxfam Ibis. The technology stack is a phone-driven fundraising platform augmented by AI models for campaign optimization and supported by sister company PAYS, which provides data washing, enrichment and segmentation, with MobilePay integrated for payment processing.

The business model is a professional-services, fee-for-campaign structure: Charity Guard contracts with Danish nonprofits, executes calling campaigns on their behalf, and is paid by the charity client rather than taking a percentage of donor funds. Pricing to charity clients is not publicly disclosed, while fundraiser compensation is set at 135 DKK/hour (~USD 19) plus uncapped bonuses across full-time (32–37 hours) and part-time (minimum 8 hours) shifts including evenings. Go-to-market is direct sales to charitable organizations, anchored by long-tenured relationships (the Danmarks Naturfredningsforening engagement exceeds 17 years and has produced over 100,000 new members). Revenue mechanics depend on campaign volume and capacity utilization, with GDPR and ISOBRO-aligned ethical practices functioning as both compliance and competitive positioning.

Name

Charity Guard

Legal name

Charity Guard ApS

Website

https://charityguard.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Charity Guard ApS is a Danish professional fundraising services firm founded in 2004 that runs telephone-based member recruitment, upgrade, winback and loyalty campaigns for Danish charitable organizations, augmented by data optimization through sister company PAYS.

Ownership category

akta.pro rank

Product category

Nonprofit Fundraising Services

NAICS

Business, Professional, Labor, Political, and Similar Organizations (8139), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Fundraising & Donor Acquisition Calling (Nonprofit) (BPAAADAJ)

Keywords

• Telephone fundraising services
• Charitable member recruitment
• Donor acquisition campaigns
• Nonprofit data optimization
• Fundraising campaign management

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Professional Fundraising Services: Charity Guard provides professional fundraising services to charitable organizations in Denmark. They conduct outbound telephone campaigns to recruit members and collect donations. Their services include canva, upgrades, winback, loyalty programs, leads, conversion, email washing, welcome calls, thank you calls, data washing, data enrichment, MobilePay payment solutions, faster onboarding, updating, and payment monitoring. Revenue is generated through service fees charged to charitable organization clients for executing fundraising campaigns and supporter engagement activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Charity Guard provides professional telephone-based fundraising and communication services for charitable organizations in Denmark. Its work covers canvassing, member recruitment, upgrades, winback, loyalty programs, lead generation, conversion, welcome and thank-you calls, and payment monitoring. Through its sister company PAYS, it also offers data washing, enrichment, segmentation, and AI-driven campaign optimization to increase donations and member sign-ups for NGO clients.

Product overview

Charity Guard operates as a unified fundraising and communication service for charitable organizations in Denmark, combining telephone-based fundraising campaigns with AI-powered data optimization. The core service (Charity Guard) handles direct donor outreach through phone canvassing, member recruitment, upgrades, winback, and loyalty programs, while the PAYS platform provides supplementary data optimization services including data washing, enrichment, segmentation, and AI-driven lead quality enhancement. Together, these offerings enable charitable organizations to increase revenues, donor retention, and member acquisition.

Differentiator

Problem solved

Functional benefit

Products and services

• Charity Guard Fundraising Services Managed telephone-based fundraising and communication service for Danish charitable organizations, including canvassing, member recruitment, upgrades, winback, loyalty programs, leads, conversion, welcome calls, thank-you calls, and payment monitoring, delivered by an in-house team of trained fundraisers.
• PAYS Data Optimization

Quantifiable outcome

• Danner grew from 200 to approximately 5,000 Danner Friends
• +3 more outcomes

Named customers32 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• PAYScoreStrategic or Co-development PartnerPAYS is Charity Guard's sister company that provides data washing, enrichment, segmentation and optimization services for fundraising. Founded by Charity Guard to commercialize their data expertise. PAYS offers unique data processing capabilities that can significantly increase charity revenue through better lead quality and data maintenance.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Funraise: US-based modern online fundraising platform for nonprofits offering donation forms, CRM, and donor management tooling. Represents the digital-native alternative channel to Charity Guard's phone-led model — same end customers (charities), different acquisition channel.
• Dataro: Australia-based SaaS provider of AI-driven donor propensity and segmentation analytics for nonprofits. Directly comparable to Charity Guard's PAYS sister-company offering (data-driven fundraising optimization), but as a software-only emerging player rather than a services-led operator.

Direct peers

• Public Interest Communications: US-based contact center specializing in nonprofit and public-interest client fundraising via inbound and outbound phone campaigns. Highly comparable operating model to Charity Guard — phone-led acquisition and retention campaigns for charity clients.
• Donor Services Group: US-based outsourced contact center and telephone fundraising services provider exclusively serving nonprofit organizations, including member acquisition, donor retention, and inbound/outbound campaigns. Directly comparable in business model (phone-led nonprofit fundraising BPO) at a larger geographic scale.
• Insamlarna: Swedish fundraising and telemarketing firm specializing in outbound calling for nonprofits, offering member recruitment, donor acquisition, and loyalty services. Directly comparable to Charity Guard on model and customer base, just across the Øresund in Sweden — a natural expansion-market peer.
• Halepos: Danish-based telemarketing and fundraising agency providing outbound phone-based donor and member acquisition for charities and nonprofit organizations. Closest direct competitor to Charity Guard within the Danish market, using a similar phone-led model targeting Nordic nonprofits.

Broad incumbents

• Teleperformance: Global leader in outsourced customer experience management and omnichannel contact center services, including outbound calling for fundraising campaigns for nonprofits and political organizations. Comparable on the calling-services core, but operates at massive global scale and across many verticals rather than specializing in Danish nonprofit fundraising.
• PDI (Professional Datasolutions): US-headquartered customer/loyalty engagement and contact center provider serving convenience retail and other verticals, with significant nonprofit and donation-processing capability. Comparable in scale and channel (large-scale outbound contact center), with overlap on charity client base but a broader portfolio.
• Concentrix: Global business services and customer experience company with large-scale outbound contact center operations, including nonprofit and donation-related campaigns. Overlaps with Charity Guard on the calling-services backbone, but serves a broad enterprise client base rather than specializing in Danish charities.
• Merkle (formerly Russ Reid): Large US data-driven marketing agency (parent Dentsu) with a dedicated nonprofit practice (legacy Russ Reid) offering direct-response fundraising, telefundraising, and donor analytics. Comparable end-customers (major charities) and overlapping service lines, but operating as a broad marketing-services incumbent rather than a niche Danish telemarketing specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheCharityGuard

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Charity Guard