What Danmarks Indsamling does

Danmarks Indsamling is Denmark's national annual humanitarian fundraising initiative, founded in 2007 and operated as a structured collaboration between DR (Danmarks Radio) and 12 of Denmark's largest humanitarian organizations, including Røde Kors, UNICEF Danmark, Red Barnet, CARE Danmark, DRC Dansk Flygtningehjælp, Læger uden Grænser, Oxfam Danmark, PlanBørnefonden, and SOS Børnebyerne. The organization is administered by the Danish Red Cross from Copenhagen (Blegdamsvej 27) and operates with a small secretariat of 3-5 core employees plus one seasonal digital marketing role. Its core product is a live televised fundraising show broadcast on DR1 and DRTV each January — the 20th edition was held on 31 January 2026 at Arena Næstved and raised 100,513,291 DKK. The show has been hosted in rotating Danish cities since 2018.

The organization's revenue model combines individual donations (accepted via SMS, MobilePay, credit card, and personal fundraising pages, with tax-deductibility up to 19,000 DKK per donor annually under Danish law) with six tiers of corporate partnerships ranging from under 10,000 DKK to 500,000+ DKK. Corporate packages include TV crawl mentions, website recognition, backstage tickets, and — at the top tier — project trips, ESG reporting materials, LinkedIn cases, and media advertising. Secondary revenue comes from an annual lottery, online auctions (notably a 2025 PostNord red-mailbox auction), and the "Det er måååltid" handball campaign with DanskHåndbold and JYSK converting goals into meal donations. All collected funds are distributed to the 12 participating NGOs for child-focused humanitarian projects in countries including Somalia, Sudan, Uganda, Ethiopia, Afghanistan, Iraq, Yemen, Syria, and Lebanon.

Since 2007, Danmarks Indsamling has raised more than 1.7 billion DKK across 20 annual campaigns, with annual collections ranging from a 2007 debut of 55.2M DKK to a 2010 record of 130M DKK (boosted by Haiti earthquake relief). Recent years have stabilized in an 82M–102M DKK range, with the 2026 edition marking a recovery to 100.5M DKK. The organization has no proprietary technology beyond standard donation infrastructure and web analytics (Google Analytics, Gemius), and its competitive moat is rooted in brand tradition, exclusive DR broadcast partnership, and the NGO coalition rather than technology differentiation.

Name

Danmarks Indsamling

Legal name

Landsforeningen Røde Kors i Danmark

Website

https://danmarksindsamling.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Danmarks Indsamling is Denmark's annual televised humanitarian fundraising initiative, run by 12 major Danish NGOs and DR since 2007. It raises 80M-130M DKK per year through a January TV show, corporate partnerships, and digital donations to fund child-focused projects in crisis countries.

Ownership category

akta.pro rank

Product category

Charitable Fundraising

NAICS

Grantmaking and Giving Services (81321), Other Grantmaking and Giving Services (813219), Grantmaking Foundations (813211)

SIC

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

akta.pro primary industry

Public Charities & Grantmaking Intermediaries (BPAGAKAE)

akta.pro secondary industries

International Grantmaking & Development Foundations (BPAGAKAH), Humanitarian Pooled Funds & Rapid Response Financing (BPADAOAK)

Keywords

• Charitable fundraising
• Humanitarian aid collection
• Corporate partnerships
• Annual donations campaign
• Televised fundraising show

Headquarters

HQ city

København

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Private individuals donate through SMS, MobilePay, credit card, or direct bank transfer. Donations qualify for Danish tax deductions up to 19,000 DKK annually under Ligningslovens § 8 A.
2. Corporate Partnerships: Business donations at various tiers from 10,000 to 500,000+ DKK. Includes visibility benefits during TV show, backstage access, logo placement, and ESG reporting materials. Tax treatment depends on whether it qualifies as donation vs sponsorship.
3. Lottery Revenue: Annual lottery with prizes. Proceeds go to humanitarian projects. Note: Lottery participation is NOT tax-deductible.
4. Online Auctions: Special auctions such as PostNord donated red Danish mailbox postkasser in 2025/2026.
5. School Fundraising: Children and youth organize fundraising activities including walking (km donations), collections, and school-based campaigns.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Danmarks Indsamling operates an annual humanitarian fundraising campaign, anchored by a nationally televised show broadcast on DR1 and DRTV each January. The organization collects donations from individual Danish donors via SMS, MobilePay, and credit card, and offers tiered corporate partnership packages (from under 10,000 DKK to 500,000+ DKK) with visibility benefits. Funds are distributed to 12 founding humanitarian organizations implementing development and emergency projects for children in forgotten crises.

Product overview

Danmarks Indsamling is an annual humanitarian fundraising initiative operated as a collaboration between Denmark's 12 largest humanitarian organizations and DR (Danish Broadcasting Corporation). The core product is the annual televised fundraising show broadcast live on DR1 and DRTV, held every January/February since 2007. The organization offers multiple donation channels including SMS, MobilePay, card payments, and the ability to create personal fundraising campaigns. For corporate partners, Danmarks Indsamling offers a tiered partnership package system (Basispakke, Kommunikationspakke, Eventpakke, Marketingpakke, Strategipakke, and Partnerskabspakke) ranging from 9,999 DKK to 500,000+ DKK with increasing visibility benefits. Additional products include charitable lottery, online auctions, and the handball campaign 'Det er måååltid' where sports goals translate to meal donations. Educational programs include Børnenes Danmarks Indsamling and Danmarks Unge Samler Ind (DK Changemakers) for youth participation. The 2026 show marks the 20th edition, having raised over 1.8 billion DKK total since inception.

Differentiator

Problem solved

Functional benefit

Products and services

• Annual Fundraising Show (TV Show) Annual live televised fundraising show broadcast on DR1 and DRTV where the year's collection campaign culminates with entertainment, hosts, and donation appeals. Held every year since 2007, rotating across Danish cities.
• Individual Donation Channels (SMS, MobilePay, Card) Digital donation channels allowing individual Danish donors to contribute via SMS short-code, MobilePay mobile payment, or credit/debit card on the website. Donations are tax-deductible up to 19,000 DKK annually under Danish tax law.
• Personal Fundraising Page (Lav din egen indsamling) Feature allowing supporters to create and manage their own personalized fundraising campaigns under the Danmarks Indsamling umbrella.
• Charitable Lottery Annual lottery with prizes attached to the fundraising campaign. Proceeds go to humanitarian projects; lottery participation is not tax-deductible.
• Online Auctions Digital auction platform for bidding on donated items (such as PostNord's 1,200 iconic red Danish mailboxes in 2025/2026), with proceeds going to the annual campaign.
• Det er måååltid (Handball Goals-to-Meals Campaign) Partnership with DanskHåndbold and JYSK og Lars Larsen Group where handball goals scored in Danish clubs are converted into meal donations for humanitarian projects. Over 50,000 goals scored in 2025 generated 959,280 meals.
• Corporate Partnership Program (Tiered Packages) Tiered corporate partnership packages ranging from under 10,000 DKK (Basispakke) to 500,000+ DKK (Partnerskabspakke), with increasing visibility benefits including TV crawl credit, website recognition, backstage tickets, ESG reporting materials, project trips, and media exposure.
• Børnenes Danmarks Indsamling (Children's Fundraising Program) Educational and fundraising program for Danish school children and youth, enabling age-appropriate participation in humanitarian fundraising activities, with teaching materials provided.
• Danmarks Unge Samler Ind / DK Changemakers Youth-led fundraising initiative (DK Changemakers) encouraging Danish young people to organize their own humanitarian fundraising activities.

Quantifiable outcome

• 100,513,291 DKK raised in 2026 (20th campaign)
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

22 partnerships are on record, tiered notable, major, core, minor and flagship.

• Arena NæstvednotableGTM or Marketing Partner · 31 January 2026Venue host for 2026 TV show. Næstved selected as host city for 20th anniversary collection.
• Næstved KommunenotableGTM or Marketing Partner · 31 January 2026Host municipality for 2026 collection. Provides local support and promotion for the event.
• PostNordnotableGTM or Marketing Partner · 15 December 2025Donated 1,200 iconic red Danish mailboxes for sale/auction benefiting 2026 collection. Contributes cultural heritage angle to fundraising.
• Bygma FondenmajorGTM or Marketing Partner · 1 January 2025Corporate partner visiting Uganda refugee projects. Anne-Mette Holm and Caroline Holm experienced project impact firsthand and share stories.
• MonstrummajorGTM or Marketing Partner · 1 January 2025Corporate partner donating 500,000+ DKK annually. CEO Ole Barslund visited Uganda refugee camps and documented experiences. Supports project visibility.
• DanskHåndboldcoreGTM or Marketing Partner · 1 January 2024Partnership for handball initiative where goals scored in Danish handball halls convert to meal donations. Hundreds of clubs participate nationwide.
• JobindexnotableGTM or Marketing Partner · 1 January 2022Long-term corporate supporter collecting employee donations through job posting revenue sharing initiative.
• ÆrliminorGTM or Marketing Partner · 1 January 2022Flødebolle producer created special edition product with Anne Tirstrup (Bagedysten) for 2022 campaign. Creative cause marketing.
• DR (Danmarks Radio)coreGTM or Marketing Partner · 1 January 2007Broadcast partner for annual televised fundraising show. Provides DR1 airtime and DRTV streaming. Redaktør Jan Lagermand Lundme oversees editorial content. Show has been broadcast annually since 2007 - 20th edition in 2026.
• PlanBørnefondencoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations implementing child-focused development projects funded by Danmarks Indsamling collections.
• CARE DanmarkcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations implementing humanitarian projects funded by Danmarks Indsamling.
• DRC Dansk FlygtningehjælpcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Works with refugee populations in Uganda and other countries where Danmarks Indsamling funds projects.
• ADRA DanmarkcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations implementing development projects funded by Danmarks Indsamling.
• Folkekirkens NødhjælpcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Church of Denmark's development organization implementing funded projects.
• Oxfam DanmarkcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Previously Oxfam IBIS - rebranded. Implements development projects funded by collections.
• Læger uden GrænsercoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Medical humanitarian aid implementing funded projects.
• Mellemfolkeligt SamvirkecoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Development and awareness organization implementing funded projects.
• Red BarnetcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Child rights organization implementing child-focused projects.
• Røde KorscoreStrategic or Co-development Partner · 1 January 2007One of 12 founding organizations and administrative hub. Manages Danmarks Indsamling secretariat. Data controller for personal data. Provides operational infrastructure.
• SOS BørnebyernecoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. Child sponsorship organization implementing family-based care projects.
• UNICEF DanmarkcoreStrategic or Co-development Partner · 1 January 2007One of 12 founding humanitarian organizations. UN children's agency implementing child-focused humanitarian projects.
• JYSK og Lars Larsen GroupflagshipGTM or Marketing Partner · 1 January 2007Long-term partner since 2007. Supports handball initiative (Det er måååltid) converting goals to meals. Provided 959,280 meals in 2025. Representatives visited Uganda refugee projects. Supports annual campaign.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BBC Children in Need: UK's flagship annual televised children's charity telethon on BBC, founded 1980. Most direct international analog: a national broadcast-driven annual fundraising coalition supporting children's charities, operating with a similar event-centric model to Danmarks Indsamling.
• PlanBørnefonden (Plan International Denmark): Founding partner of Danmarks Indsamling and Danish arm of Plan International. Operates parallel child-rights sponsorship and fundraising in Denmark, sharing donor base and corporate partnership ecosystem.
• SOS Children's Villages International: One of Danmarks Indsamling's 12 founding partners; globally the largest child-sponsorship organization focused on family-based care for children without parental support. Highly relevant as a peer NGO implementing Danmarks Indsamling-funded projects and operating comparable fundraising programs in Denmark.
• Oxfam Denmark: Danish affiliate of Oxfam International and a founding Danmarks Indsamling partner. Comparable in international development focus, Danish individual and corporate donor cultivation, and recurring humanitarian appeals.
• Comic Relief (Red Nose Day): UK biennial televised fundraising campaign on BBC combining entertainment and donation appeals for domestic and international humanitarian causes. Comparable in its media-centric model, multi-NGO funding model, and high brand recognition in its home market.
• UNICEF Denmark: National committee of UN children's agency and one of Danmarks Indsamling's 12 founding partners. Comparable in mission (children in humanitarian crises), donor base (Danish households and corporates), and fundraising formats (single gifts, partnerships, emergency appeals).
• Save the Children Denmark (Red Barnet): Danish arm of Save the Children and a founding Danmarks Indsamling partner. Operates parallel child-rights fundraising in Denmark with corporate partnership tiers, individual giving programs, and emergency appeals — overlapping heavily with Danmarks Indsamling's mission and donor pool.
• Danish Refugee Council (DRC Dansk Flygtningehjælp): One of Danmarks Indsamling's 12 founding partners, focused on displacement and refugee response (notably Uganda, where Danmarks Indsamling funded projects in 2026). Comparable donor base and overlapping corporate partnership channel in Denmark.
• Médecins Sans Frontières (MSF) Denmark: Founding Danmarks Indsamling partner and Danish fundraising arm of the international medical humanitarian organization. Comparable in emergency-aid focus, recurring donor model, and corporate-partnership tier structure in Denmark.
• CARE Denmark: Founding partner of Danmarks Indsamling and Danish arm of CARE International. Comparable mission (women, children in crises), Danish fundraising model, and recipient-country overlap.

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/DKIndsamling
• YouTubeyoutube.com/@DKindsamling
• Facebookfacebook.com/danmarksindsamling
• LinkedInlinkedin.com/company/danmarksindsamling
• Instagraminstagram.com/dkindsamling

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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Frequently asked questions about Danmarks Indsamling