Instituut voor Natuureducatie

What Instituut voor Natuureducatie does

Instituut voor Natuureducatie (IVN) is the largest nature education organization in the Netherlands, founded in 1960 and headquartered in Amsterdam at Plantage Middenlaan 2c. It operates as a non-profit membership association (vereniging met volledige rechtsbevoegdheid) holding ANBI (public benefit) and CBF Erkend Goed Doel (charity certification) status, registered under KvK 34147938. IVN delivers nature education through a decentralized network of 160 local branches (afdelingen) spanning all Dutch provinces, supported by 170 national staff and 6,000+ trained volunteers, serving children, families, primary schools, childcare centers, municipalities, healthcare institutions, and businesses. Its primary customers are members (33,000), school networks, and institutional partners such as Postcode Loterij.

IVN's core offerings span mass-participation campaigns (ModderDag reaching 80,000+ children, Buitenlesdag, Maand van de Groene Tuin, Slootjesdagen, Hartje Winter), structured training programs (Natuurgidsenopleiding nature guide training and Moestuincoach garden coach certification co-delivered with Velt), digital tools (the IVN Natuurroutes mobile app built on Routemaker software by Irias using GPS-based route notifications, plus the Natuuracademie e-learning platform), school programs (Lespakketten lesson packages, Schooltuinieren, Natuurvrijwilligers volunteer-led school support), and physical nature locations (De Veldhoeve and three Natuurscholen in Lauwersoog, Noordwijk, and Vierhouten). Product extensions include Tuiny native-plant packages (Tuiny Forest, Tuiny Haag, Tuiny Poel), Voedselbosjes food forests, the Tiny Forest planting method, and De Groene GGZ green mental health programs. The technology stack is operationally light—standard website, e-learning portal, route app, Google Analytics for web BI, MailChimp for newsletters, and Procurios for donation processing—without proprietary AI/ML systems.

Revenue is generated through four streams: recurring membership fees from 33,000 members, individual donations (one-time and recurring monthly tiers of €5/€10/€25; €105 average one-time gift; minimum €5), paid course/training fees (e.g., €200-€240 for the Moestuincoach 4-day program, capped at 24 participants per cohort), and institutional funding from the Postcode Loterij and government programs such as Jong Leren Eten. The go-to-market combines volunteer-led community engagement through 160 branches, event-driven mass participation campaigns, channel partnerships with schools and municipalities, and digital content (podcasts, video, newsletter). Strategic positioning emphasizes advocacy around the Omgevingswet (Environment Act) and Basiskwaliteit Natuur (Basic Nature Quality) through the Groene Bondgenoten coalition with Vogelbescherming, LandschappenNL, Natuur- en Milieufederaties, SoortenNL, and KNNV.

Name

Instituut voor Natuureducatie

Legal name

IVN, Instituut voor Natuureducatie en duurzaamheid

Website

https://ivn.nl

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Instituut voor Natuureducatie (IVN) is the largest nature education organization in the Netherlands, delivering outdoor learning programs, mass-participation campaigns, and nature guide training through 160 local branches, 6,000+ volunteers, and 33,000 members across all Dutch provinces.

Ownership category

akta.pro rank

Product category

Nature Education and Environmental Conservation Services

NAICS

Educational Support Services (611710), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)

akta.pro secondary industries

Environmental Interpretation & Ranger-Led Education Programs (Visitor Education) (THAAAOAJ), Education & Community Programs (Junior Ranger, Citizen Science, School Programs) (THAAAGAK), Nature-Based / Forest School Early Learning Programs (EDACADAD), Outdoor & Survival Skills Lessons (Bushcraft, Navigation, Foraging) (THAJAKAM)

Keywords

• Nature education programs
• Outdoor learning services
• Environmental volunteer networks
• School gardening programs
• Biodiversity awareness training

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: IVN generates revenue through membership subscriptions with 33,000 members paying annual fees. Members receive benefits including newsletters, discounts on courses, and access to local branch activities.
2. Donations: Individual donations from supporters, with average donation of €105. One-time and recurring donation options available (monthly/annual). Donations start from €5.
3. Course and training fees: Revenue from educational programs including Moestuincoach training (€200 members/€240 non-members), nature guide courses, and online courses. Some courses are free while others have fees.
4. Institutional funding: Support from Postcode Loterij and other institutional funders for specific projects and campaigns.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

IVN Natuureducatie provides nature education through certified training courses (Natuurgidsenopleiding, Moestuincoach), school-based programs (Lespakketten, Natuurvrijwilligers, Schooltuinieren, Tiny Forest), mass-participation campaigns (ModderDag, Buitenlesdag, Maand van de Groene Tuin), and a digital Natuurroutes app for self-guided walking and cycling routes. Activities are delivered through 160 local branches by 6,000+ volunteers to children, families, schools, healthcare providers, municipalities, and businesses across the Netherlands.

Product overview

IVN Natuureducatie operates a multi-channel nature education platform serving children, adults, schools, healthcare settings, and businesses across the Netherlands. The core offerings include the IVN Natuurroutes App (mobile application for walking and cycling routes), Online Cursussen (digital nature education courses), Natuurgidsenopleiding (nature guide training), and various school programs (Lespakketten, Natuurvrijwilligers, Schooltuinieren). The organization runs campaigns like ModderDag, Buitenlesdag, and Maand van de Groene Tuin, while also offering products like Tuiny (native plant packages), publications (IVN Tuinmagazine, Bloeikalender), and specialized training (Opleiding Moestuincoach, Groen Traineeship). Local branches organize activities at nature locations throughout the country, supported by over 6,000 volunteers and partnerships with organizations including Groene Bondgenoten.

Differentiator

Problem solved

Functional benefit

Products and services

• IVN Natuurroutes App Mobile app (iOS and Android) for walking and cycling routes throughout the Netherlands, using GPS to notify users when near route points. Developed on Routemaker software by Irias.
• Online Cursussen (Online Nature Courses) Digital nature education courses covering topics such as mushrooms, vegetable gardening, biodiversity, wild plant identification, garden birds, nature and health, Dutch landscapes, edible flowers, and Tiny Forest planting methods.
• Natuurgidsenopleiding (Nature Guide Training) Certified training program to become a nature guide, teaching participants about nature and how to inspire others. IVN is the largest nature educator in the Netherlands.
• Lespakketten (Lesson Packages for Schools) Educational lesson packages for primary schools covering various nature topics, including the Lespakket Duurzame Toekomst for Zeeland schools.
• ModderDag Annual national campaign engaging approximately 80,000 children in playing with mud and water, bringing nature experience to childcare centers and schools.
• Schooltuinieren (School Gardening Program) Program helping schools establish and maintain school gardens where children learn about growing vegetables and plants.
• Tiny Forest Program Program for establishing small native forests in urban areas using the Tiny Forest planting method, bringing nature close to where people live.
• De Groene GGZ (Green Mental Health Program) Program bringing nature experiences to healthcare settings, supporting mental health through green environments.
• Natuurvrijwilligers (Nature Volunteers Program) Program where trained volunteers support schools with nature education, including leading nature lessons, treasure hunts in forests, and school garden support.
• Opleiding Moestuincoach (Garden Coach Training) 4-day certified training program co-delivered with Velt, training participants to become moestuincoaches (garden coaches) supporting primary schools and childcare centers with school gardening from sowing to harvesting. €200 for IVN/Velt members, €240 for non-members; max 24 participants per cohort.
• Natuuracademie (Nature Academy) Comprehensive academy offering various nature education courses and programs, including the Nature Guide training and De Levende Tuin online course.
• Natuurlocaties (Nature Locations) Network of physical nature education centers including De Veldhoeve and multiple Natuurschool locations in Lauwersoog, Noordwijk, and Vierhouten.
• Trektochten (Multi-day Trekking Trips) Multi-day trekking trips through Dutch nature areas.
• Tuiny Producten (Tuiny Native Plant Packages) Product line including Tuiny Forest, Tuiny Haag, and Tuiny Poel - pesticide-free native plant packages for gardens.
• Werklandschappen van de Toekomst (Work Landscapes of the Future) Program bringing nature into work environments and business estates, promoting green workspaces for businesses.
• Groen Traineeship Professional traineeship program for young adults interested in green careers and nature education.
• Natuurkampen en Schoolreisjes (Nature Camps and School Trips) Nature camps and school trips offering multi-day outdoor experiences for children and students.
• Opleiding Moestuincoach (Moestuincoach training) 4-day training program for school gardening coaches delivered with Velt. Priced at €200 for IVN/Velt members and €240 for non-members, max 24 participants per cohort.

Quantifiable outcome

• 80,000+ children participate in ModderDag campaign annually
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Groene BondgenotencoreStrategic or Co-development PartnerPartnership with Vogelbescherming Nederland, LandschappenNL, Natuur- en Milieufederaties, IVN, SoortenNL and KNNV to increase impact of green volunteers. Focuses on the Omgevingswet (Environment Act) and Basiskwaliteit Natuur (Basic Nature Quality) to help local nature conservation.
• Jong Leren EtencoreStrategic or Co-development PartnerNational program where government, provinces, education, and organizations including IVN work together to expose children and youth to food themes through school gardens and food forests.
• VeltcoreStrategic or Co-development PartnerOrganization for ecological gardening and living, co-delivering Moestuincoach training together with IVN.
• Irias (Routemaker)coreTechnology or IntegrationSoftware developer providing the Routemaker platform for the IVN Natuurroutes app, handling technical aspects of route management and app functionality.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SoortenNL: SoortenNL is the Dutch species conservation organisation and Groene Bondgenoten partner, focused on biodiversity monitoring and citizen science — directly comparable to IVN's Nationale Parken species-counting campaigns.
• Vogelbescherming Nederland: Vogelbescherming is a major Dutch nature NGO and a Groene Bondgenoten co-member with IVN. It shares the same membership/donation model, lobby function, and outdoor-education programming aimed at broad Dutch audiences.
• LandschappenNL: LandschappenNL is the federation of 12 regional Dutch landscape conservation organisations and a Groene Bondgenoten partner. It overlaps with IVN on volunteer-led nature management and education within Dutch provinces.
• Natuurmonumenten: Natuurmonumenten is the largest Dutch nature conservation NGO, operating with a similar membership/donation model, managing nature reserves, and running public education campaigns. It is IVN's closest comparable in scale, structure, and constituency.
• VELT: VELT is a Belgium/Netherlands ecological gardening organisation that jointly delivers IVN's Moestuincoach training. It shares IVN's gardening-education product line and target audience of schools and sustainable-living households.
• KNNV (Koninklijke Nederlandse Natuurhistorische Vereniging): KNNV is a Dutch natural-history society and Groene Bondgenoten partner focused on species observation, citizen science, and nature education through local chapters — strongly overlapping IVN's volunteer-led branch model and biodiversity programming.
• Natuur- en Milieufederaties: The provincial Natuur- en Milieufederaties are regional environmental federations and Groene Bondgenoten members. They run volunteer-driven nature advocacy and education programs that overlap with IVN's local branch activities.

Broad incumbents

• The Wildlife Trusts (UK): The Wildlife Trusts is the UK federation of 46 local nature trusts with a structure closely analogous to IVN plus LandschappenNL combined: volunteer branches, membership model, education programmes. Useful international benchmark.
• Staatsbosbeheer: Staatsbosbeheer is the Dutch state forest and nature management agency managing most public nature areas. It is a much larger broader incumbent that runs nature visitor services and education programming that competes for public funding.

Others

• Jong Leren Eten: Jong Leren Eten is the Dutch government-funded programme on food education that IVN partners with on schooltuinieren and voedselbosjes. It is a programme (not directly competing) but a key ecosystem counterpart shaping school-gardening procurement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/IVNNatuureducatie
• Facebookfacebook.com/IVNNatuureducatie
• LinkedInlinkedin.com/company/instituut-voor-natuureducatie
• Instagraminstagram.com/IVNNatuureducatie
• Xx.com/ivnnederland

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Instituut voor Natuureducatie