HelpAge Deutschland

What HelpAge Deutschland does

HelpAge Deutschland e.V. is a registered German nonprofit humanitarian organization (eingetragener gemeinnütziger Verein) founded in 2005 and headquartered at Arndtstraße 19, Osnabrück, Lower Saxony. It is the only German aid organization exclusively focused on the rights and needs of older people globally, operating programs in more than 16 countries across Africa, Asia and Pacific, Europe, Latin America and the Caribbean, and the Middle East. As part of the HelpAge International network (active since 1983), the organization delivers programs through approximately 80 member organizations and around 160 local partners in over 85 countries, with three regional offices in Kenya, Jordan, and Thailand. Core programmatic areas include unconditional pension programs for older people, inclusive disaster relief tailored to mobility and health needs, healthcare interventions including mobile eye clinics and palliative care, rights-education workshops, climate adaptation for older farmers, and psychosocial support for displaced older refugees. Named sub-brands and campaigns include FriedensSpender, Jede Oma zählt, and Alter! Was geht?. Public advocacy occurs in part through UN-level processes including the Intergovernmental Working Group on the Rights of Older Persons.

Revenue is generated entirely through donations across five streams: individual giving (one-time and recurring gifts via the Spendenshop and direct donation platform), public institutional funding from the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Foreign Office (Auswärtiges Amt), corporate partnerships and sponsorship (including the FriedensSpender corporate program), coalition aid through Bündnis Aktion Deutschland Hilft, and legacy/testamentary bequests (under inheritance-tax exemption per §13 Abs. 1 Nr. 16 ErbStG). The organization's 2025 total budget was approximately €13.1 million, with 91.84% directed to program work, 5.28% to fundraising and communications, and 2.87% to administration. Operations are supported by a small core team of 17 staff at headquarters, celebrity ambassadors (Henning Scherf, Barbara Auer, Walter Sittler, Annika Ernst, Thorsten Schröder, Thomas Büchner), volunteer programs, and charity-running partnerships (BMW Berlin-Marathon, HASPA Marathon Hamburg, Generali Berliner Halbmarathon, and the in-house Firmenstaffellauf in Osnabrück). There is no proprietary technology platform; the digital stack consists of a website (helpage.de) integrating FundraisingBox for donation processing, Brevo for email marketing, Algolia for site search, and YouTube for video hosting.

Name

HelpAge Deutschland

Legal name

HelpAge Deutschland e.V.

Website

https://helpage.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

HelpAge Deutschland e.V. is the only German aid organization exclusively focused on the rights and needs of older people globally, delivering pension programs, inclusive disaster relief, healthcare interventions, and rights advocacy in 16+ countries through the HelpAge International network.

Ownership category

akta.pro rank

Product category

Humanitarian Aid Services

NAICS

Emergency and Other Relief Services (62423), Social Advocacy Organizations (8133), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Refugee, IDP & Migration Humanitarian Assistance (BPAGAAAH)

akta.pro secondary industries

Humanitarian Health & Emergency Medical Relief NGOs (HLAJAKAE), Nutrition & Food Security (Global Health) NGOs (HLAJAKAH)

Keywords

• Humanitarian aid services
• Elder rights advocacy
• Disaster relief programs
• Donation fundraising services
• Senior pension programs

Headquarters

HQ city

Osnabrück

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: One-time and recurring donations from private individuals via online donation forms, bank transfer, and event-linked fundraising actions. The organization reported that 91.84% of its total 2025 budget of approximately €13.1 million was directed to programmatic work.
2. Public Institutional Funding: A substantial portion of project financing comes from government donors including the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Foreign Office (Auswärtiges Amt). These public funds cover project costs and require organizational co-financing.
3. Corporate Partnerships & Sponsorship: Companies engage through donations, cause-marketing (product-linked donations), event sponsorship, and the FriedensSpender corporate program. Partners receive CSR framing, communications support, and donation certificates.
4. Coalition Aid (Aktion Deutschland Hilft): As a member of the Bündnis Aktion Deutschland Hilft coalition, HelpAge receives pooled funds from joint fundraising campaigns distributed among member organizations.
5. Legacies and Testaments: Testamentary bequests and inheritance donations are a recognized revenue stream. HelpAge is exempt from inheritance tax as a registered charitable association (ERStG §13 Abs. 1 Nr. 16).

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels10 records

Core offering

HelpAge Deutschland is a registered nonprofit charitable organization that funds and delivers humanitarian aid programs exclusively dedicated to older people worldwide. Through individual donations, corporate partnerships, public institutional grants, and coalition fundraising, the organization operates programs in pensions and income, health and nutrition, emergency aid, older people's rights and inclusion, climate adaptation, and migration support, reaching more than 1 million older people annually across 16+ countries. Its core fundraising and donor-engagement products include the Spendenshop (donation shop), FriedensSpender campaign, Nothilfefonds (emergency aid fund), themed giving across six focus areas, recurring donations, and personal donation campaigns.

Product overview

HelpAge Deutschland operates primarily as a charitable organization focused on improving the lives of older people globally through a portfolio of donation-based products and services. The core offering consists of the Spendenshop (Donation Shop), which allows donors to purchase specific aid items such as chickens, health workshops, water tanks, and winter packages. The Nothilfefonds (Emergency Aid Fund) provides rapid disaster response, while the FriedensSpender campaign supports peace and stability for older people in conflict zones. Additional products include recurring donation programs, themed donations directed to six focus areas (pensions and income, health and nutrition, emergency aid, older people's rights, climate change, migration), occasion-based fundraising for celebrations, and digital donation campaign tools. The organization also runs pension programs providing monthly payments to elderly individuals in developing countries. Together, these products enable donors to support older people through both general and targeted charitable contributions across Africa, Asia, Europe, Latin America, and the Middle East.

Differentiator

Problem solved

Functional benefit

Brands

• FriedensSpender: Campaign for 365 days of peaceful daily life for older people in crisis and conflict regions
• Jede Oma zählt
• Alter! Was geht?

Products and services

• Spendenshop (Donation Shop) Online donation shop where donors can fund specific named aid items (e.g., chickens, rickshaws, seeds, water tanks, health workshops, evacuation exercises, mobile counselling, winter aid packages) at fixed suggested contribution amounts directed to older people in program regions.
• Nothilfefonds (Emergency Aid Fund) Standing emergency response fund that enables HelpAge Deutschland and its local partners to provide immediate humanitarian assistance to older people following disasters such as earthquakes, hurricanes, or floods, before or independent of post-event fundraising appeals.
• FriedensSpender (Peace Donor) Campaign Flagship giving campaign launched in 2023 that provides 365 days of peaceful daily life support for older people in crisis and conflict regions, available to individual and corporate donors at suggested annual contribution of EUR 365 (or any amount from EUR 36.50 to EUR 365,000).
• Themenspende (Themed Donation) Thematic donation program that lets donors direct their contribution to one of six defined focus areas: pensions and income, health and nutrition, emergency aid, older people's rights and inclusion, climate change and disaster preparedness, or flight, migration and integration.
• Anlassspenden (Occasion Donations) Donation-in-lieu-of-gifts service for personal occasions such as birthdays, weddings, or anniversaries, allowing hosts to invite guests to contribute to HelpAge Deutschland instead of giving presents.
• Spendenaktionen (Personal Donation Campaigns) Digital self-service fundraising tool that enables individuals to create personalized donation campaigns for events, sporting activities, or special occasions, with customizable fundraising goals and shareable campaign links.
• Coalition Fundraising via Aktion Deutschland Hilft Pooled fundraising channel operated through HelpAge Deutschland's membership in the Bündnis Aktion Deutschland Hilft coalition, giving donors access to coordinated emergency response campaigns across German humanitarian aid organizations.
• Testamente und Erbschaften (Testamentary Giving Program) Legacy giving program allowing donors to include HelpAge Deutschland in their wills, with tax-exempt treatment under ErbStG §13 Abs. 1 Nr. 16 and a commitment to use bequests in accordance with the donor's stated intent.
• Corporate Partnership Program (Unternehmen helfen) Dedicated corporate philanthropy and CSR engagement program offering companies cause-marketing collaborations, event sponsorship (including the Firmenstaffellauf corporate relay), the FriedensSpender corporate track, donation certificates, communication support, and individualized consulting through the partnerships and philanthropy team.

Quantifiable outcome

• 1 million+ older people reached annually
• +7 more outcomes

Named customers4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• HelpAge InternationalcoreStrategic or Co-development PartnerHelpAge Deutschland is an integral member of the HelpAge International network, which has been active since 1983. The network operates with 80 member organizations and approximately 160 local partners in more than 85 countries. HelpAge International has three regional offices in Africa (Kenya), Central Asia/Middle East (Jordan), and Asia (Thailand). The network shares knowledge, resources, and coordinated advocacy for older people's rights globally.
• Kwa Wazee (Tansania)coreStrategic or Co-development PartnerKwa Wazee is HelpAge Deutschland's key local partner organization in Tanzania implementing the pension program for older women and men. The organization pays out unconditional mini-pensions to older people, particularly women, and facilitates community self-help groups.
• HelpAge CambodiacoreStrategic or Co-development PartnerLocal partner implementing projects in Cambodia, including climate adaptation for older farmers and income-generating activities such as chicken farming.
• HelpAge EthiopiacoreStrategic or Co-development PartnerLocal partner in Ethiopia operating a mobile eye clinic providing cataract surgeries, eye examinations, and glasses to older people in remote areas. Also runs palliative care and hospice services.
• Aktion Deutschland Hilft (Aid Coalition Germany)flagshipStrategic or Co-development PartnerHelpAge is a member of the Bündnis Aktion Deutschland Hilft, a coalition of German humanitarian aid organizations. Membership enables participation in joint emergency response campaigns and pooled fundraising.
• AGE Platform EuropecoreStrategic or Co-development PartnerAGE Platform Europe is the European lobby organization for older people. HelpAge's membership enables participation in EU-level advocacy on aging policies and age discrimination.
• VENRO (Verband Entwicklungspolitik Deutscher NGO)coreStrategic or Co-development PartnerVENRO is the Association of Development Policy German NGOs. HelpAge's membership demonstrates commitment to development sector standards and enables policy advocacy at the German federal level.
• BAGSO (Bundesarbeitsgemeinschaft der Seniorenorganisationen)minorStrategic or Co-development PartnerBAGSO is the Federal Working Group of Senior Organizations in Germany. HelpAge's membership supports knowledge exchange on aging issues within the German context.
• Der Paritätische WohlfahrtsverbandcoreStrategic or Co-development PartnerHelpAge is a member of Der Paritätische, one of Germany's six major welfare associations. Membership provides organizational representation and access to the association's support infrastructure.
• Sander Pflege GmbHminorGTM or Marketing PartnerSander Pflege GmbH is a corporate partner supporting HelpAge's mission. CEO Gunnar Sander appears as a quoted supporter and corporate ambassador of HelpAge's work for older people.
• PflegepioniereminorGTM or Marketing PartnerPflegepioniere, led by Geschäftsführerin Melanie Philip (who is also a corporate ambassador of HelpAge), is a corporate partner engaged in supporting HelpAge's healthcare programs for older people.
• FideliumminorGTM or Marketing PartnerFidelium (Geschäftsinhaber: Nils Bathke) is a corporate partner of the FriedensSpender initiative, supporting HelpAge's work for older people in crisis and conflict regions.
• Osnabrück MarketingminorGTM or Marketing PartnerOsnabrück Marketing, represented by Geschäftsführer Alexander Illenseer, is a founding supporter of the FriedensSpender initiative, contributing to advocacy and visibility for HelpAge's crisis-region programs.
• BMW (Berlin-Marathon)flagshipChannel Partner/ Reseller/ DistributorBMW is the title sponsor of the BMW Berlin-Marathon, one of the world's major marathon events. HelpAge serves as a charity partner, with runners raising funds for HelpAge's programs.
• HASPA (Hamburg)flagshipChannel Partner/ Reseller/ DistributorHamburger Sparkasse (HASPA) is the title sponsor of the HASPA Marathon Hamburg. HelpAge is a charity partner of the event, with corporate teams and individual runners raising funds.
• Generali (Berlin)coreChannel Partner/ Reseller/ DistributorGenerali is the title sponsor of the Generali Berliner Halbmarathon. HelpAge is a charity partner of the event.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• AARP: The largest US-based membership organization for people aged 50+, with a mission centered on older people's rights, health security, and financial resilience. Far larger and broader in scope, but operates in the same cause space with advocacy, programming, and member-funded services for older populations.
• HelpAge International: The parent network organization of HelpAge Deutschland, active since 1983, with 80 member organizations and ~160 local partners across 85+ countries. Operates the same older-people-focused mission at a global scope, providing coordination, advocacy, and programmatic frameworks that HelpAge Deutschland implements regionally.

Direct peers

• Caritas international: The international humanitarian arm of the German Caritas welfare association. Operates emergency relief and development programs worldwide, with comparable public-institutional co-financing (BMZ), DZI certification, and a diversified German donor base.
• Age UK: The UK's leading national charity for older people, combining service delivery, advocacy, and donor fundraising — closely mirroring HelpAge Deutschland's positioning in Germany. Highly comparable operating model with national charity status, government co-funding, and a wide portfolio of programs targeted at older adults.
• CARE Deutschland: German branch of the international CARE humanitarian network, operating across emergency relief, food security, and women's empowerment. Shares HelpAge's nonprofit structure, DZI certification, broad coalition memberships (e.g., Aktion Deutschland Hilft), and event-based donor engagement.
• Deutsche Welthungerhilfe: One of Germany's largest private humanitarian aid organizations, focused on hunger, poverty, and disaster relief internationally. Highly comparable fundraising model (DZI seal, individual/corporate/coalition funding), event-driven GTM, and German donor base.
• Save the Children Deutschland: German branch of the global children's rights organization. Comparable as a major German-headquartered international NGO with DZI seal, BMZ-funded programs, corporate partnership programs, and mass-market individual donor fundraising through events and digital channels.
• Ärzte ohne Grenzen / MSF Germany: The German section of Médecins Sans Frontières, delivering emergency medical humanitarian aid. Comparable in donation-based revenue model, coalition membership (Aktion Deutschland Hilft), and German individual/corporate fundraising channels — though focused on medical rather than older-people needs.
• SOS-Kinderdorf International: German-originated international NGO focused on children's welfare and family strengthening. Comparable donation-based model, recurring/symbolic giving products (similar to Spendenshop), running-event partnerships, and coalition membership with Aktion Deutschland Hilft.

Others

• AGE Platform Europe: The European coalition of older people's organizations, of which HelpAge Deutschland is a member. Highly comparable in advocacy mission and demographic focus, but operates as a policy/coordination platform rather than direct service provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HelpAgeDE
• YouTubeyoutube.com/channel/UCxeopCriRz61zgQCKwWY5ZA
• Facebookfacebook.com/HelpAgeDeutschland
• Instagraminstagram.com/helpage_de
• LinkedInlinkedin.com/company/helpage-deutschland-e.v.

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 HelpAge Deutschland