SEY - Suomen Eläinsuojeluyhdistysten liitto ry

What SEY - Suomen Eläinsuojeluyhdistysten liitto ry does

SEY Suomen eläinsuojelu is Finland's national animal welfare federation, founded in 1901 as Suomen eläinsuojeluyhdistys and reorganized under its current name in 2001. The organization operates as a registered nonprofit association (yhdistys) and serves as the umbrella federation for approximately 38 independent regional member associations across Finland. Its service delivery relies heavily on a volunteer network comprising around 75 trained volunteer animal welfare counselors and over 1,000 additional volunteers who provide rescue, rehabilitation, adoption, and inspection services nationwide. SEY delivers animal welfare counseling (over 20,000 instances annually), operates adoption platforms (Kodittomat.info), publishes the specialized Eläinten ystävä magazine and free animal care guides, runs educational programs for schools (Eläinten maailma, Eläintaito.fi), and organizes the annual Eläinten viikko (Animal Week) campaign that has run since 1959.

SEY's product surface is built on a portfolio of campaigns and digital platforms — including Halpakoira.fi (puppy mill awareness), Kissakriisi (cat crisis), responsible tourism initiatives, and the Eläintenpitokielto advocacy effort — alongside reporting tools for suspected animal mistreatment. The organization does not operate proprietary technology or AI systems; its infrastructure consists of standard websites, social media channels (Instagram, Facebook, Threads, Bluesky, Discord), and off-the-shelf donation rails. Revenue is generated through a diversified set of streams: annual membership fees at five tiers (€25 youth, €35 regular, €25 family, €250 supporting/corporate, €350 lifetime), monthly donations at €12/€20/€50 tiers, one-time donations, SMS donations (€5-€50), MobilePay gifts, non-material greeting cards, magazine subscriptions, and testamentary bequests. Distribution occurs through the federation's regional member associations, direct online enrollment, and digital donation mechanisms.

The organization's go-to-market motion is community-led and direct-to-citizen, with annual national campaigns and grassroots volunteer outreach as the primary engagement vectors. SEY holds the formal seat as Finland's representative in Eurogroup for Animals and is a member of the Nordic Council for Animal Welfare, giving it direct influence over EU and Finnish animal welfare legislation — including the new Animal Welfare Act (laki eläinten hyvinvoinnista) that took effect at the beginning of 2024. Key leadership includes Executive Director Kati Pulli (Toiminnanjohtaja) and Communications Manager Maria Eiskop (Viestintäpäällikkö). The organization holds a Finnish fundraising permit (Rahankeräyslupa RA/2020/1367).

Name

SEY - Suomen Eläinsuojeluyhdistysten liitto ry

Legal name

SEY Suomen eläinsuojelu ry

Website

https://sey.fi

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

11–50 employees

Short description

SEY Suomen eläinsuojelu is Finland's national animal welfare federation, founded in 1901, coordinating 38 regional member associations and over 1,000 volunteers to deliver counseling, rescue, adoption, education, and legislative advocacy services to Finnish citizens.

Ownership category

akta.pro rank

Product category

Animal Welfare Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Support Activities for Animal Production (1152)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

akta.pro secondary industries

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ), Animal Shelters & Rescue Operations (AFAEALAB), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)

Keywords

• Animal welfare advocacy
• Animal welfare counseling
• Animal rescue services
• Animal welfare education
• Nonprofit membership services

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual membership fees from individual members and member associations. Membership types include youth (under 15), regular, supporting, family, and lifetime members. Each of the 38 member associations collects its own membership fees.
2. Donations: One-time and recurring monthly donations from supporters. Monthly donation options include €50, €20, and €12 tiers. Also includes corporate donations and business gifts.
3. Testamentary Donations: Legacy/bequest donations through wills and testaments. Testamentary donations have been a significant funding source throughout SEY's over 100-year history.
4. Text Message Donations: SMS-based donations including one-time gifts (SEY5, SEY10, SEY20, SEY50) and recurring monthly donations (SEYKUMMI10, SEYKUMMI20).
5. MobilePay Donations: Mobile payment donations via MobilePay number 77772 for quick and easy contributions.
6. Non-material Gifts: Intangible gifts including greeting cards (dog, cat, sheep, fox designs) where purchase price is donated to animal welfare.
7. Eläinten ystävä Magazine: Specialized animal welfare magazine published periodically. Magazine is included with membership or available separately.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

SEY is Finland's largest national animal welfare nonprofit organization, providing animal welfare counseling, rescue coordination, advocacy, education, and publications. It operates a nationwide federation of 38 member associations, approximately 75 trained volunteer animal welfare counselors, and over 1,000 additional volunteers to deliver animal welfare services, run adoption programs, publish the Eläinten ystävä magazine, and influence Finnish and EU animal welfare legislation.

Product overview

SEY Suomen eläinsuojelu is a non-profit animal welfare organization (not a technology product company) that provides a portfolio of services focused on animal protection, education, and advocacy. The core offerings include the Eläinten ystävä magazine (both print and web), the Kirjekyyhky monthly newsletter, and various free animal welfare guides/publications covering dogs, cats, horses, and other animals. The organization operates advisory services through volunteer animal welfare counselors, an online reporting tool for suspected animal mistreatment, and adoption platforms like Kodittomat.info. Additional services include educational platforms (Eläintaito.fi, Eläinten maailma guide for teachers), campaign platforms (Halpakoira.fi against puppy mills), the annual Eläinten viikko campaign, and the Vuoden eläinsuojeluteko award program. Donation services support all operations. The organization does not offer a technology product with integrations, API, or AI capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Eläinten ystävä: Eläinsuojelun erikoisaikakauslehti (specialized magazine for animal protection) published by SEY. Also available as a web magazine at elaintenystava.fi.
• Uutishaukka
• Eläintaito
• Vuoden eläinsuojeluteko
• Eläinten viikko
• Halpakoira.fi
• Kissakriisi

Products and services

• SEY Membership Program Paid annual membership with multiple tiers: youth (under 15) at €25/year, regular (15+) at €35/year, supporting/corporate at €250/year, family at €25/year, and lifetime at €350 one-time. Each member is linked to a regional member association and receives the Eläinten ystävä magazine twice yearly.
• Eläinten ystävä Magazine (Friend of Animals) Specialized animal welfare magazine (eläinsuojelun erikoisaikakauslehti) that raises animal welfare issues in societal discussion, covering the full spectrum from grassroots work to political influencing. Published in print twice yearly and as a web magazine at elaintenystava.fi.
• Donation Services Tiered donation program including one-time donations, monthly recurring donations (€12 feeds a rescued wild animal, €20 rescues a homeless cat, €50 funds 3 animal facility visits and 17 counseling sessions), SMS donations (SEY5/10/20/50 to 16155), recurring monthly SMS (SEYKUMMI10/20), MobilePay donations (number 77772), and testamentary/bequest donations.
• Kodittomat.info Adoption Matching Service Online search service (hakupalvelu) operated jointly with Finnish animal welfare associations, where animals in foster homes seek permanent homes. Connects prospective adopters with foster animals across Finland.
• Non-material Gift Cards Intangible greeting cards (dog, cat, sheep, fox designs) sold as gifts for occasions such as congratulations, where the purchase price is donated to animal welfare causes. Functions as a charitable gift alternative.

Quantifiable outcome

• Over 20,000 instances of animal welfare counseling provided to citizens annually
• +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

Partnerships

13 partnerships are on record, tiered core and minor.

• Eurogroup for AnimalscoreStrategic or Co-development PartnerSEY serves as the Finnish representative in Eurogroup for Animals, which is the head organization for animal welfare groups in the EU. Through this partnership, SEY participates in developing EU animal welfare legislation and advocates for animal protection at the European level.
• World Animal ProtectioncoreStrategic or Co-development PartnerSEY is a partner of World Animal Protection, an international animal welfare organization, enabling collaboration on global animal welfare initiatives and campaigns.
• Nordic Council for Animal WelfarecoreStrategic or Co-development PartnerSEY is a member of the Nordic Council for Animal Welfare, facilitating regional cooperation on animal welfare issues among Nordic countries.
• Finnish Ministry of Agriculture and ForestrycoreStrategic or Co-development PartnerSEY cooperates with the Finnish Ministry of Agriculture and Forestry on animal welfare policy and legislation matters.
• Finnish Food AuthoritycoreStrategic or Co-development PartnerSEY cooperates with the Finnish Food Authority on animal welfare matters and policy implementation.
• Agricultural and Environmental OrganizationsminorStrategic or Co-development PartnerSEY cooperates with agricultural and environmental organizations on shared interests related to animal welfare and sustainable practices.
• Kennel ClubsminorStrategic or Co-development PartnerSEY cooperates with kennel clubs on dog welfare issues and responsible dog ownership.
• Recreational Fishing AssociationsminorStrategic or Co-development PartnerSEY cooperates with fishing associations on fish welfare issues.
• Horse AssociationsminorStrategic or Co-development PartnerSEY cooperates with horse associations on equine welfare matters.
• AnimaliacoreStrategic or Co-development PartnerSEY works together with Animalia, another Finnish animal welfare organization, on joint campaigns and advocacy efforts including the Animal Law petition that collected 139,000 signatures.
• Animal Youth SocietyminorStrategic or Co-development PartnerYouth organization operating under SEY's umbrella, engaging young people aged 13-29 in animal welfare activities and advocacy.
• MustijamirriminorGTM or Marketing PartnerMain campaign partner for the Cat Crisis (kissakriisi) campaign, helping to raise awareness about abandoned cats in Finland.
• Greenkey (Green Activities Certification)minorOthersSEY references Greenkey's Green Activities certification as a trusted standard for ethical animal tourism, helping consumers identify responsible tourism operators in Finland.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• PETA (People for the Ethical Treatment of Animals): High-profile global animal rights organization focused on awareness campaigns, corporate engagement, and celebrity-driven advocacy. Comparable in campaigning tactics but operates with markedly different tactics and tone.

Broad incumbents

• RSPCA (UK): The UK's largest and oldest animal welfare charity (founded 1824). Operates a similar national federation model with inspector networks, shelters, legislative advocacy, and education — a scaled archetype for SEY's organizational design.
• ASPCA (American Society for the Prevention of Cruelty to Animals): Major US animal welfare charity combining rescue operations, legislative advocacy, and public education. Comparable mission and revenue model (donations + bequests) but operates at significantly larger scale in a different regulatory environment.
• World Animal Protection: Global animal welfare NGO and named strategic partner of SEY. Comparable mission in farm animal welfare, wildlife protection, and disaster response, but operates at global rather than national scale.
• Humane Society of the United States (HSUS): Largest US animal protection organization with national advocacy campaigns, shelter support, and legislative lobbying. Comparable in scope of species covered (companion, farm, wildlife) and policy influence orientation.

Direct peers

• Four Paws International: International animal welfare organization operating campaigns on fur farming, stray animal management, and companion animal welfare — directly overlapping SEY's fur-farming and stray-animal (kissakriisi) campaign focus.
• Animalia (Finland): Finnish animal welfare organization that co-led the 139,000-signature Animal Law petition with SEY. Operates in the same national advocacy, legislative influence, and production-animal welfare space, making it the most directly comparable peer.
• SPCA International: US-based international animal welfare organization supporting spay/neuter, rescue, and disaster relief programs. Comparable companion-animal rescue and adoption platform focus alongside advocacy work.

Regional players

• Eurogroup for Animals: Brussels-based umbrella organization representing animal welfare groups across the EU. SEY is the Finnish member — comparable advocacy and legislative influence orientation at the regional/EU level rather than national.
• Royal Society for the Prevention of Cruelty to Animals Australia (RSPCA Australia): Australian national animal welfare federation with state-based member organizations, advocacy, shelters, and legislative influence — a near-identical federation model to SEY's 38-association structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/elainsuojelu
• Instagraminstagram.com/sey_suomen_elainsuojelu
• Xx.com/sey_ry

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 SEY - Suomen Eläinsuojeluyhdistysten liitto ry