Den Danske Naturfond

What Den Danske Naturfond does

Den Danske Naturfond (operating publicly as "Naturfonden") is an independent, private non-profit foundation established in 2015 under Danish parliamentary legislation to acquire, protect, and restore natural areas across Denmark. The foundation targets the structural scarcity of protected nature in Denmark, where only approximately 1.6% of land area is protected and roughly 2,570 species of animals, plants, and fungi are threatened or rare. It now owns and manages 107 nature areas across Jutland, Funen, the islands, and coastal regions, all open to the public year-round. Donations fund land acquisition at a fixed unit price of 12 DKK per square meter, with 100% of donations going to nature (administrative costs covered by the foundation's endowment capital).

The foundation generates revenue through multiple channels: one-time m² donations and gift certificates (SKOVBEVISER®, NATURBEVISER®, SJOVBEVISER, digital gavekort) sold through its own webshop; a monthly subscription program (Naturbeskytter) at 120 DKK per month for 10 m² with ~9,000 active subscribers; peer-to-peer fundraising campaigns on a Time2Give platform (birthday, memorial, occasion-based); corporate partnerships ranging from micro-donations (e.g., Dankort øre-per-transaction, Hovmand per-forklift-sold) to multi-year strategic alliances (European Energy, Eventyrsport, Sinatur, Spira Forsikring); and legacy bequests through the Det Gode Testamente consortium. The technology stack is deliberately standard: Mailchimp for email, Google Analytics and Facebook pixels for marketing analytics, and Time2Give for fundraising infrastructure, with no proprietary technology platform disclosed.

The organization is governed by a board and managed by a small secretariat of approximately 19 employees led by Director Flemming Nielsen. It has 20,907 regular supporters plus ~9,000 monthly subscribers, total assets of approximately 2 billion DKK, and annual turnover exceeding 250 million DKK. Notably, the organization holds royal patronage (H.M. Dronningen) and is supported by major Danish philanthropic foundations (Nordea-fonden, Novo Nordisk Fonden, A.P. Møller Fondene), providing institutional credibility that supports its domestic fundraising and corporate partnership model.

Name

Den Danske Naturfond

Legal name

Den Danske Naturfond

Website

https://naturfonden.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Den Danske Naturfond is an independent Danish non-profit foundation, established by Parliament in 2015, that acquires, protects, and restores Danish nature areas, funded by individual donations, monthly subscriptions, and corporate partnerships across 107 areas.

Ownership category

akta.pro rank

Product category

Nature Conservation & Land Stewardship

SIC

Forestry (800)

akta.pro primary industry

Land Trusts & Protected Areas (BPAGAGAC)

akta.pro secondary industry

Conservation Easements & Land Trust Services (AFAMAMAH)

Keywords

• Nature conservation services
• Land acquisition foundation
• Donation certificates
• Biodiversity protection
• Monthly donor subscriptions

Headquarters

HQ city

Copenhagen (Nørrebro)

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. One-time donations per m²: Individuals donate a one-time amount corresponding to a specific number of square meters of Danish nature they wish to protect (12 DKK = 1 m²). The donation goes entirely to land acquisition with no administrative fee. Donors receive a SKOVBEVISER® or NATURBEVISER® as a physical or digital certificate.
2. Monthly subscription - Naturbeskytter: Naturbeskyttere commit to a recurring monthly donation (10 m² = 120 DKK/month) that accumulates in a virtual account until a new natural area is acquired. The subscription model provides predictable revenue and long-term donor engagement. Approximately 9,000 Naturbeskyttere support the foundation monthly.
3. E-commerce product sales - beviser and gavekort: The webshop sells SKOVBEVISER® (120 DKK/10 m²), NATURBEVISER® (starting at 15 m² tiers), SJOVBEVISER® (10 m² minimum), and digital gavekort. All product prices represent donations to nature acquisition; no margin is earned on the physical goods beyond printing and delivery costs.
4. Memorial donations and bequests: Memorial donations (mindeindsamling) are collected via the Time2Give platform, typically in connection with funerals or memorial services. Families receive a memorial certificate showing the amount collected and the area of nature protected. The foundation also receives legacy bequests through wills, offering free legal assistance to testators who include the foundation.
5. Corporate strategic partnerships and sponsorships: Danish companies (e.g., European Energy, Eventyrsport, Sinatur, Dankort Øremærket) enter structured partnerships ranging from donation-per-sale models to strategic multi-year agreements. Partners receive NATURBEVIS documentation for ESG/CSR reporting. The foundation's business team actively structures bespoke deals tied to concrete nature areas.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Den Danske Naturfond is a non-profit foundation that acquires, protects, and restores Danish nature through donation-funded land purchases. It sells nature protection certificates (SKOVBEVISER, NATURBEVISER, SJOVBEVISER) at 12 DKK per m² via its webshop, and runs a monthly Naturbeskytter subscription at 120 DKK/month for 10 m². All 107 nature areas are publicly accessible to everyone indefinitely.

Product overview

Den Danske Naturfond operates as a non-profit foundation with a unified portfolio of nature protection products centered on the concept of 'square meter donations.' The core offerings are physical/digital certificate products (SKOVBEVISER®, NATURBEVISER®, SJOVBEVISER) sold through a webshop at 12 DKK per m² of Danish nature acquired. The Naturbeskytter monthly subscription program provides recurring donor engagement with access to the 'Min Natur' member portal. A Time2Give-based crowdfunding platform enables themed fundraising collections (birthday, memorial, personal, campaign-based like 'Danmark Gror'). All products share the '100% to nature' value proposition—100% of donations go to land acquisition with administrative costs covered by the foundation's capital.

Differentiator

Problem solved

Functional benefit

Brands

• Naturfonden: The common/short name used for Den Danske Naturfond across all communications and platforms.
• Naturbeskytter
• SKOVBEVIS
• NATURBEVIS
• Naturbiz
• SJOVBEVISER

Products and services

• SKOVBEVISER® Donation certificate allowing purchasers to 'buy' square meters of Danish forest at 12 DKK per m². Available in sizes starting at 10 m² with illustrated motifs of forest wildlife and flora. Printed on A4 art paper and shipped in flat envelopes or delivered digitally.
• NATURBEVISER® Donation certificate focused on protecting Danish nature areas beyond forests, featuring threatened animals, plants, and fungi as illustrated motifs. Priced at 12 DKK per m², available in sizes of 15 m², 25 m², and 60 m² with motifs including otters, butterflies, and birds. Minimum purchase is 15 m² (180 DKK). For businesses, minimum is 400 m² (4,800 DKK).
• SJOVBEVISER Illustrated donation certificates developed in collaboration with DRYK and cartoonist Anders Morgenthaler, featuring humorous depictions of endangered Danish bird species 'dating' to raise awareness. Minimum purchase of 10 m² at 12 DKK each, printed on A4 art paper.
• Gavekort (Gift Cards) Digital gift certificates allowing recipients to choose their own preferred motif and quantity of m² to protect. Purchaser selects number of m² and receives an emailed gift card; recipient redeems it to choose their certificate design. Minimum 1 m² for digital gavekort.
• Naturbeskytter (Monthly Subscription) Recurring monthly donation program where supporters commit to regular contributions (10 m² = 120 DKK/month). Members receive access to the 'Min Natur' portal, project updates, and invitations to new project inaugurations. Approximately 9,000 monthly subscribers. Subscription can be cancelled at any time.
• Crowdfunding/Indsamling Platform Fundraising platform built on Time2Give technology enabling individuals to create themed collections for birthday gifts, personal celebrations, memorial collections, and cause-based campaigns like 'Danmark Gror'. Supports Dankort and MobilePay payments.
• Memorial Donations (Mindeindsamling) Memorial donations collected via the Time2Give platform, typically in connection with funerals or memorial services. Families receive a memorial certificate showing the amount collected and the area of nature protected in the deceased's name.
• Legacy Giving / Testamentary Bequests Legacy giving program where individuals include the foundation in their will or estate. The foundation is a member of 'Det Gode Testamente' consortium and offers free legal assistance to testators who include the foundation.
• Corporate Strategic Partnerships (Naturbiz) Corporate partnership programs offering structured donations (per-sale, per-booking, per-employee models) and strategic multi-year agreements for Danish businesses. Includes the Naturbiz corporate club and bespoke ESG/CSR sponsorship deals with documented m² data for corporate sustainability reporting.

Quantifiable outcome

• 107 nature areas owned and managed across Denmark, publicly accessible year-round
• +4 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

15 partnerships are on record, tiered minor and core.

• Hovmand A/SminorGTM or Marketing Partner · 1 October 2023Hovmand A/S, a manufacturer of modular mobile lifting equipment, donates 12 DKK (1 m²) for every forklift/lifting vehicle sold. Partnership started October 2023. Hovmand communicates the partnership via website, email signatures, monthly meetings, newsletters, customer meetings, and plans employee visits to supported nature areas.
• Nordnet DanmarkminorGTM or Marketing Partner · 3 May 2022Nordnet, a Scandinavian online trading platform, donated 7,132 m² of Hesbjerg Skov via their The Re:turn Initiative climate and environmental prize. Nordnet redirected their internal award funds to nature protection, receiving a NATURBEVIS as documentation. This was part of the broader Hesbjerg Skov acquisition where Nordnet was one of 133 corporate donors.
• innocent drinksminorGTM or Marketing Partner · 3 May 2022innocent drinks (owned by Coca-Cola) donated 12,500 m² to Hesbjerg Skov as part of their European 'Vild med natur' (Wild about Nature) campaign tied to the launch of their carbon-neutral orange juice. The partnership was chosen because the foundation 'restores and protects nature' matching innocent's own environmental commitments.
• Spira Forsikring (Gartnernes Forsikring)minorGTM or Marketing Partner · 1 January 2021Since 2021, Spira Forsikring donates 20 m² of nature for every 100 new customers acquired (calculated annually). In their 4th year of partnership (2024), they received a NATURBEVIS for 2,950 m². The partnership is described as delivering 'faglighed' (professional expertise), long-term vision, and credible biodiversity documentation.
• TV 2 DanmarkcoreGTM or Marketing Partner · 1 January 2021TV 2 and the foundation conducted a joint fundraising campaign 'Danmark redder jord' (Denmark saves land) in May 2021, which contributed to the Hesbjerg Skov acquisition and helped mobilize the 133 corporate donors who supported the project.
• Sinatur Hotel og KonferencecoreStrategic or Co-development Partner · 1 January 2019Since 2019, Sinatur has donated 12 DKK per conference booking (regardless of number of attendees or days), resulting in measurable m² of nature acquired annually. Sinatur also charges a 25 DKK climate contribution per red meat meal, donated to the foundation. This is a 7th-year partnership as of 2025, with annual m² reports shared with guests who receive NATURBEVIS documentation.
• European EnergycoreStrategic or Co-development PartnerEuropean Energy is a flagship strategic partner. The company embeds the foundation's donation mechanism into its corporate culture (per employee donations), and CEO Thorvald Spanggaard publicly advocates for the partnership. The company states 'European Energy optager land – derfor giver vi land tilbage' (we take land – therefore we give land back). The partnership includes employee engagement events at nature areas.
• EventyrsportcoreStrategic or Co-development PartnerEventyrsport entered a strategic partnership to contribute to the vision of 10–15% permanent Danish nature coverage. With 1.5 million physical store visitors and 6–7 million online customers annually, Eventyrsport leverages the foundation's credibility and land access for co-branded marketing. Owner Lars Sejer Sørensen is quoted extensively as a partner advocate.
• Dankort / NetscoreGTM or Marketing PartnerDankort's Øremærket program donates 1 øre to the foundation for every Danish consumer transaction made with a Dankort. This creates a micro-donation stream from millions of everyday consumer purchases. The partnership provides passive, continuous donations with zero action required from consumers beyond their normal card usage.
• ELSKminorGTM or Marketing PartnerELSK, a sustainable fashion brand, structures ongoing donations to the foundation with transparency about which nature areas their contributions support. Director Lars Riis is quoted as valuing the foundation's transparency and the ability to show customers exactly where donations go, receiving NATURBEVIS documentation for CSR purposes.
• DRYKminorStrategic or Co-development PartnerDRYK collaborated with the foundation and cartoonist Anders Morgenthaler to create the SJOVBEVISER product line — illustrated certificates featuring Danish threatened bird species. The collaboration develops new motifs and ways to engage consumers in nature protection through humor and art.
• Odense Kommune (Odense Municipality)coreStrategic or Co-development PartnerOdense Municipality collaborated with the foundation on the Hesbjerg Skov project, providing public access infrastructure, nature interpretation, and a joint outdoor recreation plan. The municipality co-developed the area's management plan alongside the foundation, combining public recreation with biodiversity goals.
• Naturfrisk GroupminorGTM or Marketing PartnerNaturfrisk Group donated to the foundation as part of their corporate sustainability program. Director Tørk Furhauge chose the foundation because it 'restores and protects nature' with concrete, transparent reporting on exactly how funds are used.
• Fynske Naturfrisk and Nelles KaffeminorGTM or Marketing PartnerFynske Naturfrisk (a local food/drink company) and Nelles Kaffe are among the 133 companies that contributed to the Hesbjerg Skov acquisition, representing local Fyn (Funen) business community support for the foundation.
• Det Gode Testamente (The Good Will Consortium)minorGTM or Marketing PartnerThe foundation is a member of the 'Det Gode Testamente' consortium of 50+ Danish charities that collectively promote legacy giving. The consortium offers free guidance on wills and testamentary giving, with members bound by ISOBRO ethical standards for fundraising.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Trust (UK): UK membership-based heritage and nature charity that owns and publicly opens hundreds of countryside and coastal properties, financed by subscriptions and one-off donations. Strong analogue for combining permanent land ownership, public access and donor membership.
• The Nature Conservancy (TNC): Global environmental nonprofit that acquires and manages land for conservation, much like Den Danske Naturfond, but operates at vastly greater scale across multiple continents. Useful as a strategic benchmark for land-acquisition-led conservation models.

Others

• The Danish Society for Nature Conservation / Natur og Miljø: Adjacent Danish conservation/advocacy publications and lobby groups focused on Danish nature policy; not direct acquisition competitors but shape the donor and policy environment Den Danske Naturfond operates in.
• Det Gode Testamente (The Good Will Consortium): Danish consortium of 50+ charities (including Den Danske Naturfond) that collectively promote legacy/bequest giving. A peer only as a co-member organisation that competes for the same Danish testamentary donor pool.

Direct peers

• Danmarks Naturfredningsforening (DN): Denmark's largest nature conservation NGO, founded in 1911. Direct peer competing for Danish nature-protection donations and public attention, with overlapping mission around habitat protection and policy advocacy.
• Bos+ (Danish Forest Society extension): Danish NGO focused on protecting and rewilding Danish forests, advocating for biodiversity in forestry. Direct peer competing for Danish nature donors and corporate forest-partnership budgets.
• WWF Danmark: Danish arm of WWF, raising funds from Danish individuals and corporates for biodiversity protection. Competes for the same Danish donor pool and corporate-partnership ESG budgets, but with a broader international remit.
• Woodland Trust: UK charity focused on acquiring, restoring and protecting native woodland and publicising individual tree/wood dedications as gifts. Closely comparable to Den Danske Naturfond's forest-certificate (SKOVBEVISER®) model and 'protect a square metre' framing.
• Fugleværnsfonden: Danish foundation dedicated to protecting bird habitats through land purchase and management. Closely comparable niche within Danish nature philanthropy, also offering supporters tangible symbolic 'adoptions' of protected areas.
• The Land Trust (UK/US): Charity specialising in conservation covenants and landowner agreements to permanently protect land. Directly comparable land-protection operating model to Den Danske Naturfond's acquisition-and-permanent-protection approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@dendanskenaturfond3433
• Facebookfacebook.com/naturfonden
• LinkedInlinkedin.com/company/den-danske-naturfond
• Instagraminstagram.com/naturfonden

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

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Den Danske Naturfond