Minu Unistuste Päev

What Minu Unistuste Päev does

Minu Unistuste Päev (legal name: SA Heategevusfond Minu Unistuste Päev) is an Estonian non-profit charitable foundation established in July 2011 in Tallinn by Danish Marianne Bruhn and Swedish Helena Almqvist, inspired by Sweden's MinStoraDag. The foundation fulfills personalized dreams for seriously and chronically ill children aged 4-17 undergoing treatment in Estonian medical institutions, and has extended a dedicated program to adults with Down syndrome in partnership with Downi Sündroomi Ühing. Children are nominated by physicians at Tallinna Lastehaigla and Tartu Ülikooli Kliinikum, as well as by patient organizations; volunteers and corporate partners then design and execute the dream events. Approximately 100 dream events are organized annually (roughly half personalized and half group events), with 1,000+ such events delivered since 2011.

The foundation runs two core program lines: personalized dream days and in-hospital character/group visits (Batman, Elsa, Unicorn, etc.), and operates ~5 paid staff supported by 90+ active volunteers organized into four regional teams (three in Northern Estonia, one in Southern Estonia). It has no proprietary technology platform — operations run on a WordPress website, email, and social media (YouTube, Facebook, Instagram) — and offers no APIs or partner integrations.

Revenue is donor-funded via five streams: recurring monthly donations (136 püsiannetajat averaging €10.50/month as of August 2023,), SMS donations at €10 or €25 per call, one-time bank transfers, corporate partnerships whose in-kind probono contributions (photo/video, transport, accommodation, entertainment, catering) are described as roughly half of the annual budget, and merchandise plus fee-based craft workshops. The foundation is listed in the Estonian income tax deduction registry for charities.

Name

Minu Unistuste Päev

Legal name

SA Heategevusfond Minu Unistuste Päev

Website

https://minuunistustepaev.ee

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Minu Unistuste Päev is an Estonian non-profit foundation founded in 2011 that fulfills personalized dreams for seriously and chronically ill children (ages 4-17) in Estonia, organized via volunteers, corporate partners, and referrals from two major children's hospitals.

Ownership category

akta.pro rank

Product category

Children's charity and wish-fulfillment services

NAICS

Child and Youth Services (624110), Voluntary Health Organizations (813212), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industry

Community Health & Prevention Program Funding (HLAJALAF)

Keywords

• Pediatric charity services
• Wish fulfillment foundation
• Child illness support
• Volunteer nonprofit programs
• Hospital group events

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Recurring Monthly Donations (Püsiannetus): Monthly standing-order donations from private individuals. As of August 2023, the foundation had 136 recurring donors with an average monthly donation of €10.50.
2. One-Time Bank Transfers: One-time donations from individuals transferred via SEB, Swedbank, LHV, Luminor, and Coop Pank accounts.
3. SMS Donation Lines: Donation via phone call to special numbers: 900 0510 (€10) and 900 0525 (€25), charged to the caller's phone bill.
4. Corporate Partnerships & Pro Bono Contributions: Corporate partners provide products and services (photo/video, transport, accommodation, entertainment, catering, gifts, printing, design) free or at reduced cost. These probono contributions make up roughly half of the foundation's annual budget.
5. Merchandise Sales: Sale of branded merchandise (KUMA Design accessories, socks, scarves, bags, glasses) and the book 'Unistuste Päev' written by a foundation child. Proceeds support the foundation.
6. Workshop Fees (Töötoad): Fee-based craft workshops (slime, bracelets, door signs, soft toys, keychains) offered to companies, events, and private groups. Price depends on number of participants, location, and duration.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Minu Unistuste Päev organizes personalized dream fulfillment days for seriously and chronically ill children aged 4-17 in Estonia, supplemented by group character-visit events at children's hospitals. The foundation also runs revenue-generating activities (branded merchandise, fee-based craft workshops, and the school-based "Heategu Lapselt Lapsele" campaign) plus multiple donation channels (SMS, recurring monthly, one-time bank transfer) to fund the free services delivered to beneficiary children.

Product overview

Minu Unistuste Päev is a charitable foundation that operates two primary service lines: (1) Dream Days Programs including personalized dream fulfillment days for seriously ill children and group character visits to hospitals, and (2) Revenue-generating products and services including craft workshops, a souvenir catalog, and various donation mechanisms (recurring donations, phone donations, bank transfers). The organization does not offer a technology platform or SaaS product—its 'products' are charitable programs and donation services. The foundation was established in 2011 and operates exclusively in Estonia, connecting with beneficiaries through partner hospitals (Tallinn Children's Hospital and Tartu University Clinic).

Differentiator

Problem solved

Functional benefit

Products and services

• Personalized Dream Days (Personaalsed unistuste päevad) Free personalized wish-fulfillment days organized for seriously and chronically ill children aged 4-17 in Estonia, delivering bespoke experiences (meeting celebrities, attending events, family activities) that support the emotional and mental well-being of the child and family.
• Hospital Group Events (Grupiüritused haiglates) Volunteers dressed as characters (Batman, Elsa, Unicorn, etc.) visit children's hospitals to deliver entertainment and joy to children undergoing treatment at Tallinn Children's Hospital and Tartu University Clinic.
• Craft Workshops (Töötoad) Fee-based craft workshops (slime, bracelets, wooden door signs, soft toys, keychains) offered to companies, events, and private groups to generate revenue for the foundation.
• Souvenir / Merchandise Catalog (Meenete kataloog) Branded merchandise including KUMA Design accessories, socks, scarves, bags, glasses, and books (e.g., 'Unistuste Päev') written by foundation children, sold for corporate gifting and individual purchase to fund foundation activities.
• Recurring Monthly Donation (Püsiannetus) Subscription-style monthly donation program allowing supporters to provide sustainable funding for the foundation, with documented impact per donation level (€5 = limousine ride, €10 = hospital activity materials, €25 = professional party host for family day).
• SMS Donation Lines (Annetusnumbrid) Phone-bill donation lines where callers donate €10 (900 0510) or €25 (900 0525) via Telia, Elisa, and Tele2 networks.

Quantifiable outcome

• 1000+ dream events organized since 2011
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

30 partnerships are on record, tiered minor, core, major and supporting.

• Lubage Naerda (Student Company, Saue Riigigümnaasium)minorGTM or Marketing Partner · 1 January 2026Student company that chose Minu Unistuste Päev as its charity partner. Donated €1 per board game sold ('Ega Mitte Mina?!') totaling over €200 for the school year.
• Tartu Ülikooli Kliinikumi Lastekliinik (Tartu University Clinic Children's Hospital)coreStrategic or Co-development Partner · 1 November 2011The second primary medical referral partner. Cooperation agreement signed in November 2011. Doctors at TÜK identify and refer eligible children for personalized dream days and hospital group events.
• Tallinna Lastehaigla (Tallinn Children's Hospital)coreStrategic or Co-development PartnerThe primary medical referral partner. Tallinna Lastehaigla doctors and nurses identify and nominate seriously ill children for the dream program. Partnership established in February 2012. Also includes cooperation with the Children's Hospital's Mental Health Center.
• Eesti Vähihaigete Laste Vanemate Liit (Estonian Association of Parents of Children with Cancer)majorStrategic or Co-development PartnerPatient organization partner that helps identify children who would benefit from dream fulfillment experiences.
• Downi Sündroomi Ühing (Down Syndrome Association of Estonia)majorStrategic or Co-development PartnerSpecial project partnership focusing on adult individuals with Down syndrome. The foundation runs a dedicated project for adults with Down syndrome, as they often face reduced independence and social opportunities upon reaching adulthood.
• Ma Armastan Aidata (I Love to Help) Donation PlatformmajorGTM or Marketing PartnerEstonian donation platform established by Swedbank and Heateo Foundation in 2008. Minu Unistuste Päev is an active member and one of the top fundraising organizations on the platform.
• TallinkmajorGTM or Marketing PartnerLong-term corporate partner and recurring sponsor. Donated excursion trips on cruise ships for the 'Heategu Lapselt Lapsele' school campaign.
• KPMG EstoniasupportingGTM or Marketing PartnerLong-term corporate partner supporting the foundation's operations.
• Swissotel TallinnsupportingGTM or Marketing PartnerLong-term partner providing hotel and spa services for dream days and events.
• BoltsupportingGTM or Marketing PartnerLong-term corporate partner supporting the foundation.
• EuroPark EstoniasupportingGTM or Marketing PartnerParking partner supporting multiple dream-day events and group activities.
• Linde (Linde plc)supportingGTM or Marketing PartnerLong-term corporate partner.
• Kumu Design (KUMA Design)supportingGTM or Marketing PartnerPartner providing branded accessories (designed specifically for the foundation) sold through the foundation's merchandise catalog.
• MagnussonsupportingGTM or Marketing PartnerLong-term corporate partner.
• FCI LevadiasupportingGTM or Marketing PartnerCo-organizer of annual charity football matches to benefit the foundation (third consecutive year in 2026).
• FC FlorasupportingGTM or Marketing PartnerCo-organizer of annual charity football matches to benefit the foundation.
• Tallinna KaubamajasupportingGTM or Marketing PartnerLong-term corporate partner.
• GreenCovesupportingGTM or Marketing PartnerLong-term corporate partner.
• PerfisupportingGTM or Marketing PartnerLong-term corporate partner.
• WiedemannisupportingGTM or Marketing PartnerLong-term corporate partner.
• Jazz PesuladsupportingGTM or Marketing PartnerLong-term corporate partner.
• Diabeedikool (Diabetes School)supportingStrategic or Co-development PartnerPatient organization partner helping identify children with diabetes who could benefit from dream fulfillment.
• MTÜ Seljaajusonga ja Vesipeahaigete SeltssupportingStrategic or Co-development PartnerPatient organization partner.
• Eesti Abi-ja Teraapiakoerte Ühing (Estonian Assistance and Therapy Dog Association)supportingStrategic or Co-development PartnerPartner providing therapy dog visits as part of hospital events.
• VaprusehelmedsupportingStrategic or Co-development PartnerPartner organization.
• Eriolümpia Eesti Ühendus (Special Olympics Estonia)supportingStrategic or Co-development PartnerPartner organization for athletes with intellectual disabilities.
• Puuetega laste tugikodu Päikesekiir (Support Home for Children with Disabilities)supportingStrategic or Co-development PartnerPartner providing support to children with disabilities and their families.
• Tallinna Lastekodu (Tallinn Children's Home)supportingStrategic or Co-development PartnerPartner institution.
• VSpa Conference Center (Tartu)minorGTM or Marketing PartnerHosted the new Southern Estonia volunteer training day in March 2026 free of charge.
• Senty StudiominorGTM or Marketing PartnerConducted a lipstick-making workshop for volunteers to celebrate International Women's Day.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Emerging players

• Ronald McDonald House Charities: Global charity supporting families of seriously ill children with accommodation and comfort services during hospital stays. Adjacent mission (emotional wellbeing of seriously ill children and families), with a more service-infrastructure focus.

Direct peers

• Children's Wish Foundation International: Global wish-granting organization serving children with life-threatening illnesses. Operates a similar referral-from-medical-professionals model and delivers personalized wish experiences; relevant comparable for international benchmarks.
• Make-A-Wish Foundation: Global wish-granting charity for children with critical illnesses. Directly comparable mission (personalized dream fulfillment), beneficiary cohort (seriously ill children), and referral-based model via hospitals. Minu Unistuste Päev operates as the Estonian equivalent in this category.
• Starlight Children's Foundation: International charity delivering programs (including hospital entertainment and wish-like experiences) to seriously ill children. Comparable mission around emotional support and joy for hospitalized children, with hospital referral channels.
• Dreams Come True: UK charity granting wishes to children and young people with serious and life-limiting conditions. Closely aligned model — personalized dream fulfillment for seriously ill children, hospital referrals, volunteer-driven events.
• MinStoraDag: Swedish foundation that explicitly inspired Minu Unistuste Päev. Operates the same personalized dream-day model for seriously ill children in Sweden; co-founder Helena Almqvist is Swedish. Closest structural and conceptual peer.

Regional players

• Eesti Punane Rist (Estonian Red Cross): Estonian branch of the International Red Cross, providing broad social and health support including programs for vulnerable children and families. Comparable as a major Estonian humanitarian nonprofit with volunteer infrastructure and donation-based funding.
• Eesti Laste ja Noorte Fond (Estonian Children and Youth Fund): Estonian nonprofit supporting disadvantaged and at-risk children. Different intervention model (financial aid, education support) but operates in the same Estonian child-welfare giving space and competes for similar individual and corporate donors.
• Tallinna Lastehaigla Toetajate Fond (Tallinn Children's Hospital Support Fund): Support foundation of Tallinna Lastehaigla — one of Minu Unistuste Päev's two main hospital partners. Adjacent Estonian pediatric-health nonprofit serving overlapping beneficiaries via the same hospital channel.
• Tartu Ülikooli Kliinikumi Lastefond (Tartu University Hospital Children's Foundation): Estonian hospital-affiliated children's charity supporting seriously ill children's treatment and family assistance. Different focus (medical/financial support rather than dream fulfillment) but operates in the same Estonian pediatric-illness giving space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCX1WHsj4-d_fSQA71exCsRg/featured
• Facebookfacebook.com/MinuUnistustePaev
• Instagraminstagram.com/minu_unistustepaev

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Minu Unistuste Päev