Animalia

What Animalia does

Animalia ry is a Finnish animal rights nonprofit organization (rekisteröity yhdistys) founded in 1964 and headquartered in Helsinki at Suvilahdenkatu 4. It is the country's established advocacy organization for production animals, fur animals, and laboratory animals, pursuing structural change through legislation, public procurement, public attitudes, and consumer behavior. The organization is led by Executive Director Heidi Kivekäs and operates with a small professional staff of 10 permanent employees.

Its core 'products' are membership subscriptions (€20–€37 annually, plus a €740 lifetime tier and €250 corporate membership), one-time and monthly recurring donations, testamentary giving, intangible gift cards (Lahja eläimille), an award-winning quarterly magazine (Animalia-lehti, Vuoden laatulehti 2020), and online journalism (Animalia-media). Educational materials for schools and a network of 12+ regional chapters (alueosastot) extend its reach into communities and classrooms. The technology stack is conventional: WordPress/CMS web, Google Analytics, MailChimp, MobilePay, SMS donations, and Cloudflare — there is no proprietary software platform.

The revenue model is predominantly donation-driven: approximately 80% of 2025 funds came from private individuals (memberships, one-time, monthly, and testamentary), 16% from institutional funders including the Ministry of Agriculture and Forestry, and 4% from investment returns. In 2025 the organization collected €893,300 against €800,000 of expenditure, with a meaningfully large testamentary donation supporting 2026 operations. Distribution is exclusively domestic (Finland ex-Åland), conducted under Police Administration fundraising permit RA/2021/1758.

Name

Animalia

Legal name

Animalia ry

Website

https://animalia.fi

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Animalia ry is a Finnish animal rights nonprofit, founded in 1964, funded primarily by individual donors and members. It campaigns on production, fur, and laboratory animal issues through policy advocacy, media, a quarterly magazine, and a 12+ chapter volunteer network across Finland.

Ownership category

akta.pro rank

Product category

Animal Rights Advocacy and Nonprofit Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ)

akta.pro secondary industries

Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK), Animal Cruelty Prevention, Investigation & Humane Law Enforcement (BPAGAIAG)

Keywords

• Animal rights advocacy
• Animal welfare nonprofit
• Membership donations
• Advocacy campaigns
• Ethical consumption education

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. Individual donations and memberships: Approximately 80% of revenue comes from private individuals through membership fees, one-time donations, monthly recurring donations, and testamentary bequests. This is the dominant revenue stream.
2. Institutional funding: 16% from private foundations, donors, and the Ministry of Agriculture and Forestry (Maa- ja metsätalousministeriö). Minority of total revenue.
3. Investment returns: 4% from investment returns. Minor supplementary income stream.
4. Corporate partnerships and community membership: Corporate donations and community membership (250€ per year) for businesses. Sales of intangible gift cards through Lahja eläimille e-commerce.
5. Merchandise and advertising: Support products sold through Print Helsinki. Magazine advertising space sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Animalia ry is a Finnish animal rights advocacy organization that promotes animal welfare through policy advocacy, campaigns, journalism, and grassroots organizing. Its core offerings include membership subscriptions, one-time and recurring donations, testamentary giving, intangible gift cards, an award-winning quarterly magazine, and an online journalism platform (Animalia Media), complemented by free educational materials and a network of 12+ regional volunteer chapters.

Product overview

Animalia is an animal rights organization offering a portfolio of membership, donation, and engagement products. The core offerings include one-time and recurring donation mechanisms (via website, MobilePay, bank transfer, and SMS), membership subscriptions with tiered pricing, testamentary giving, and intangible gift cards for animal rights causes. Supporting products include the Animalia Magazine (quarterly publication), Animalia Media (online journalism platform), and educational materials for schools. The organization also facilitates corporate partnerships, fundraising campaigns, and local chapter activities. All products are oriented toward advocacy, fundraising, and public engagement for animal rights rather than commercial technology products.

Differentiator

Problem solved

Functional benefit

Brands

• Lahja eläimille: Online shop for intangible gifts supporting animal rights work

Products and services

• Membership (Jäsenyys) Annual membership program allowing supporters to join Animalia. Provides access to the Animalia Magazine, voting rights at annual meetings, and a tangible way to support animal rights advocacy.
• One-Time Donation (Kertalahjoitus) Single donation allowing immediate financial support. Available via website, MobilePay (92940), bank transfer (FI24 1011 3000 260629), or SMS (ANIMALIA15 to 16155).
• Monthly Donation (Kuukausilahjoitus) Recurring monthly donation program providing sustained support for ongoing advocacy campaigns.
• Testamentary Donation (Testamenttilahjoitus) Legacy giving program allowing supporters to include Animalia in their will. As a non-profit, testamentary donations are tax-exempt.
• Intangible Gift Card (Aineeton lahja / Lahja eläimille) Non-physical gift cards representing donations to specific animal rights causes, delivered as printable or mailed cards via the Lahja eläimille (Gift for Animals) web store.
• Corporate Donation and Partnership (Yrityslahjoitus ja yhteistyö) Corporate giving program and collaboration opportunities for businesses, including donations, intangible corporate gifts, organizational membership (250€/year), collection jars, and advertising in Animalia Magazine.
• Personal Fundraising Campaign (Oma keräys) Self-organized fundraising option enabling supporters to create campaigns for special occasions (birthdays, anniversaries) or memorial donations.
• Animalia Magazine (Animalia-lehti) Award-winning quarterly magazine (Vuoden laatulehti 2020 by Kultti ry) delivered to members, covering animal rights and animal protection topics.
• Animalia Media Online journalism platform providing news and articles about animal rights, ethical consumption, and animal welfare issues at animaliamedia.fi.
• Volunteer Program and Regional Chapters (Vapaaehtoistyö ja alueosastot) Volunteer opportunities and local chapter network across 12+ Finnish cities for grassroots advocacy activities, including protests, info tables, and educational events.
• Educational Materials (Oppimateriaali) Free educational materials for Finnish schools including Katse eläimeen (critical media literacy), Eläimille oikeuksia (student guide), and Erityisiä eläimiä (games and activities).

Quantifiable outcome

• 75% of Finns do not support using public funds for fur farming; 80% do not accept current form of fur farming
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

One partnership is on record.

• SEY Suomen Eläinsuojeluyhdistysten liitto (SEY)minorStrategic or Co-development PartnerCo-production of educational guide 'Erityisiä eläimiä' (Special Animals) - a functional guide with animal-themed games and activities for discussing animal rights in education. The guide is intended for teachers and various children's group leaders, suitable also for early childhood education and lower grades.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Vier Pfoten (Four Paws): International animal welfare organization active across fur farming, laboratory animals, and farm animal welfare; comparable mission areas with broader geographic footprint and corporate partnerships.
• PETA (People for the Ethical Treatment of Animals): Global animal rights incumbent running campaigns across fur, food, and laboratory animal issues that mirror Animalia's three pillars; significantly larger and international in scope, but overlapping mission and messaging.
• Humane Society International: Large international animal welfare organization with policy, corporate engagement, and education programs analogous to Animalia's; serves as a comparator for fundraising scale and global campaign architecture.

Emerging players

• Animal Equality: International farmed-animal advocacy group focused on production animals and fur farming — directly aligned with Animalia's priority issue areas (production, fur, laboratory) and useful as a campaign partner or comparator for advocacy tactics.
• Mercy For Animals: International farmed-animal advocacy organization with strong policy, corporate outreach, and grassroots mobilization programs; comparable to Animalia on production animal and corporate partnership angles.
• Suomen luonnonsuojeluliitto (Finnish Association for Nature Conservation): Finland's largest environmental NGO; comparable in Finnish nonprofit advocacy, grassroots chapter network, and donor mobilization mechanics, though with a broader environmental mission beyond animal welfare.

Regional players

• Dyrebeskyttelsen Norge: Norwegian animal welfare organization combining shelter operations with policy advocacy; structurally similar to Animalia but operates in a different national market with shelter components.
• Djurens Rätt (Sweden): Sweden's leading animal rights organization with analogous membership, donation, and policy advocacy model; comparable in mission and fundraising mechanics but operating in a different Nordic market.

Direct peers

• SEY Suomen Eläinsuojeluyhdistysten liitto: Finland's national umbrella for animal welfare associations; co-produces educational materials with Animalia and serves a similar Finnish donor and volunteer base with overlapping advocacy goals.

Others

• Amnesty International Finland: Finnish chapter of a global human rights advocacy nonprofit; structurally analogous (membership, donations, policy campaigns, chapter network) but focused on a different cause area, useful for benchmarking nonprofit operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/animaliary
• Facebookfacebook.com/animaliary
• Instagraminstagram.com/animaliary
• LinkedInlinkedin.com/company/animaliary

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Animalia