NAJU NRW

What NAJU NRW does

NAJU NRW (Naturschutzjugend NRW – Träger e.V.) is a non-profit registered association founded in 1981 and headquartered in Düsseldorf, Germany. It operates as the independent state-level youth organization of NABU (Naturschutzbund Deutschland) for North Rhine-Westphalia, serving children, youth, and young adults up to age 27 through approximately 130 volunteer-led local groups (Ortsgruppen) and reporting a membership base of more than 20,000 in NRW. The paid staff is intentionally small — 7 full-time employees supplemented by 2 student assistants, 2 part-time staff, 3 BFD federal volunteers, an 8-member honorary state board, and roughly 30 active volunteers as of the 2022 reporting period.

The organization's programmatic core is the Jugendumweltmobil (JUM), a BNE-certified (Bildung für nachhaltige Entwicklung) mobile environmental education unit that travels across NRW to deliver hands-on programming on biodiversity, climate, and nature conservation to schools, kindergartens, and other educational institutions. Supporting offerings include the 'We for Biodiversity' multi-trainer project, Juleica youth-leader certification seminars, species-identification workshops, multi-day recreational trips (sailing in Holland, canoe tours in Sweden, farm vacations), a seasonal activity catalog (Aktionsideen), and a lending library of educational kits (Storchenkoffer, Fledermausexkursionsbox, Trashbuster kit, Insektenrucksack).

Revenue is generated through a mix of membership fees (bundled with NABU benefits covering 70+ nature conservation centers), usage-based JUM program fees (€65/hour educator, €30/hour helper, €1.50/km mileage), event participation fees, tax-deductible donations, and grants from public and private foundations including LVR Kinder- und Jugendförderplan, Stiftung Umwelt und Entwicklung NRW, DSEE, and Stiftung Zukunft NRW. Distribution runs through both the mobile JUM channel and the decentralized Ortsgruppen network, with marketing concentrated on Instagram, TikTok, Facebook, a newsletter, and the relaunched website.

Name

NAJU NRW

Legal name

Naturschutzjugend NRW – Träger e.V.

Website

https://naju-nrw.de

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

NAJU NRW is a non-profit youth environmental organization founded in 1981 and affiliated with NABU in North Rhine-Westphalia, serving over 20,000 children and youth through 130 local groups and a mobile environmental education unit (Jugendumweltmobil).

Ownership category

akta.pro rank

Product category

Youth Environmental Education Services

NAICS

RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sustainability Engagement, Training & Behavior Change Programs (On-site) (BPABALAK)

akta.pro secondary industries

Environmental Conservation & Sustainability Volunteering (EDAIAGAB), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Environmental youth education
• Nature conservation programs
• Mobile education unit
• Sustainability education NRW
• Children nature workshops

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: NAJU NRW is the independent youth organization of NABU. Membership in NAJU provides access to nationwide network and NABU member benefits including free or discounted entry to over 70 nature conservation centers, and quarterly magazine 'Naturschutz Heute'.
2. Donations and Sponsorship: NAJU NRW accepts donations via PayPal and bank transfer. Donations are tax-deductible and fully benefit the organization.
3. Public Funding and Grants: Funded by LVR Kinder- und Jugendförderplan des Landes NRW, Stiftung Umwelt und Entwicklung Nordrhein-Westfalen (for projects like 'Trashbusters NRW' and 'We for Biodiversity'), and other institutional donors.
4. JUM Program Fees: Revenue from the Jugendumweltmobil educational programs: €65/hour for environmental educator, €30/hour per helper, plus €1.50/km mileage allowance and €1-9.50/person material fee.
5. Event Participation Fees: Fees charged for seminars, workshops, and recreational trips (Freizeiten). Pricing varies by event type, with member discounts typically €5-40 lower than non-member rates.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

NAJU NRW coordinates a statewide network of 130 local youth groups and delivers nature-conservation and sustainability-education programs for children and young people aged 4–27 in North Rhine-Westphalia. Core activities include the JUM mobile environmental education unit that visits schools and child-care institutions, BNE-certified programs under the national "Bildung für nachhaltige Entwicklung" framework, youth camps, and group-based nature experiences such as "Naturschutz vor der Haustür" and "Waldfühlstunden." The organization also publishes a club journal and maintains a parent/teacher information and booking infrastructure.

Product overview

NAJU NRW operates as a comprehensive environmental education organization offering a portfolio of interconnected programs and services for children, youth, and young adults up to 27 years old. The core offerings include the mobile Jugendumweltmobil (JUM) bringing environmental education directly to schools and institutions, the We for Biodiversity project providing multiplier training and biodiversity action opportunities, and a network of approximately 130 local groups across NRW. Additional services include seasonal action ideas catalogs, a lending collection of educational materials (stork suitcase, bat box, insect backpack, trashbuster kit), Juleica youth leader training certification, seminars and workshops on nature topics, and youth camps/holidays including international adventures like sailing and canoe tours. All programs follow the Bild ung für nachhaltige Entwicklung (BNE) framework, emphasizing hands-on nature experiences, environmental awareness, and democratic engagement. The organization serves over 20,000 members through both volunteer-led local groups and professionally coordinated programs.

Differentiator

Problem solved

Functional benefit

Brands

• Jugendumweltmobil (JUM): A mobile environmental education unit that travels across North Rhine-Westphalia visiting schools, kindergartens, and other educational institutions to offer programs and hands-on activities on nature, environmental protection, and climate topics.
• We for Biodiversity

Products and services

• NAJU NRW Youth Group Membership Membership-based participation in 130 local NAJU youth groups across North Rhine-Westphalia, offering regular nature-based activities for children and young people aged 4–27.
• JUM Mobile Environmental Education Unit Vehicle-based mobile classroom that travels to schools, kindergartens, and child-care institutions in NRW to deliver on-site nature and environmental education. Booked by teachers and parents at €65 per hour unit fee.
• BNE-Certified Nature Education Programs Sustainability-education programs certified under the national BNE framework, designed to meet curriculum requirements for schools and child-care institutions in NRW.
• Naturschutz vor der Haustür (Nature in Your Own Backyard) Field-based nature conservation program for children and young people that focuses on biodiversity and ecological literacy in local environments.
• Waldfühlstunden (Forest Experience Hours) Hands-on forest experience sessions for children and youth focused on sensory engagement with woodland ecosystems.
• NAJU NRW Youth Camps and Events Multi-day camps and events for children and youth members of NAJU NRW, focused on outdoor experiences and ecological learning.

Quantifiable outcome

• Over 20,000 young people engaged in nature and environmental protection activities across NRW
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Stiftung Umwelt und Entwicklung Nordrhein-WestfalencoreStrategic or Co-development PartnerFunding and strategic partnership for 'We for Biodiversity' project running from December 2026 to May 2027. Enables free biodiversity tutor training for 16-27 year olds and public workshops on biodiversity protection.
• NABU (Naturschutzbund Deutschland)coreStrategic or Co-development PartnerNAJU is the independent youth organization of NABU. This partnership provides access to NABU's infrastructure, network of local groups, and member benefits including access to over 70 nature conservation centers. NAJU NRW is the state-level youth organization for NABU NRW.
• BNE-Portal (Bildung für nachhaltige Entwicklung)minorStrategic or Co-development PartnerCollaboration on education for sustainable development initiatives, with the Jugendumweltmobil listed as a certified BNE actor on the portal.
• GUTES-SICHTBAR.DEminorOthersWebsite design and concept partner responsible for the modern, accessible website redesign launched in November 2024.
• Grugapark EssenminorStrategic or Co-development PartnerCooperation partner for dragonfly seminar and species identification events held at the Grugapark in Essen.
• Bildungswerk des Landessportbundes NRWminorStrategic or Co-development PartnerPartnership for outdoor first aid seminars that qualify for LSB exercise leader license renewal, combining environmental education with sports association professional development.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Deutsche Pfadfinderschaft St. Georg (DPSG): Largest Catholic scouting association in Germany, running local groups, outdoor activities, and camps for youth. Comparable as a competitor for the same volunteer-led local-group model and family/youth audience, with overlapping camp and outdoor programming.

Direct peers

• NaturFreundejugend Deutschlands: Youth arm of NaturFreunde, offering nature-based youth activities, environmental education, and group programs for children and young people. Comparable as a membership-based youth organization focused on outdoor environmental engagement.
• Schutzstation Wattenmeer: Non-profit operating hands-on nature education, guided tours, and youth programs in the Wadden Sea national park. Comparable as a niche environmental education provider running field-based youth programs with similar pedagogical approach.
• NAJU Bundesverband (Naturschutzjugend): National umbrella of NAJU state youth organizations; sets common programs and provides the federal coordination layer that NAJU NRW and 15 other state chapters plug into. Directly comparable as the parent of the same operating model.
• BUNDjugend: Youth organization of BUND (Bund für Umwelt und Naturschutz Deutschland), running local youth groups, environmental projects, and campaigns across Germany. Parallel structure to NAJU NRW within the competing BUND network, with similar volunteer-led local groups and education focus.

Broad incumbents

• Heinz Sielmann Stiftung: Nature conservation foundation running biodiversity education programs, school projects, and youth engagement across Germany. Comparable as a larger, foundation-funded actor in the same nature-education-for-youth space.
• NABU NRW (Naturschutzbund NRW): Parent state association of NAJU NRW, covering broader nature conservation policy, adult membership, and habitat protection. Comparable as the established parent body whose infrastructure NAJU NRW leverages and from which it derives institutional reach.
• BUND NRW: NRW state branch of BUND, running environmental policy, adult nature programs, and youth activities. Comparable as a regional environmental association head whose BUNDjugend chapter parallels NAJU NRW's role within the NABU family.
• Greenpeace e.V. Larger environmental NGO with nationwide youth engagement, campaigns, and education programs. Comparable as a broad incumbent whose youth-facing programming overlaps with NAJU NRW's audience, though Greenpeace focuses more on campaigning than nature education.

Others

• Waldkindergarten / Forest School network operators: Network of nature-based early learning providers (forest kindergartens, nature schools) delivering daily outdoor education to young children. Comparable as adjacent nature-education providers serving an overlapping early-childhood segment of NAJU NRW's audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/naju.nrw
• Instagraminstagram.com/naju_nrw
• TikToktiktok.com/@naju_nrw
• LinkedInlinkedin.com/company/naju-nrw

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about NAJU NRW