Red Hearts Foundation

What Red Hearts Foundation does

Red Hearts Foundation (Qırmızı Ürəklər Xeyriyyə Fondu) is a non-profit charitable foundation legally registered in Azerbaijan on 15 December 2020, originating from a 49-person volunteer initiative group of Kapital Bank ASC employees formed in late 2019. Headquartered in Baku, the Foundation operates an event-driven donation model across three pillars: Society (Cəmiyyət), Environment (Ətraf mühit), and Animals (Heyvanlar), each represented by named campaigns such as 'Onu Oxut' (education scholarships, currently AZN 3,575 of a AZN 50,000 target), 'Zəfər Payı' (Karabakh War veteran family support), 'Onlar bizə əmanətdir' (New Year gifts for martyr children aged 0-16), 'Qəhrəmanlar Bağı' (memorial tree planting, 88% funded at AZN 21,884 of AZN 25,000), 'Pəncəli Ürəklər' (animal shelter support), and the nationwide 'Batareyaları təhvil ver, təbiəti qoru' battery recycling program operated jointly with the Ministry of Ecology and Natural Resources. The technology stack is minimal: a web-based donation portal at redhearts.az with a certificate-verification feature and deep integration with parent-bank Kapital Bank's BirBank mobile application and ATM terminal network, which serve as the primary donation collection rails. No proprietary software platforms, AI/ML systems, or APIs are described.

The Foundation has no commercial revenue model; it is entirely funded by individual and corporate donations. According to its 2024 annual report, it received 1,880,958 AZN (≈USD 1.1M) from 5,048 donors and supported 4,019 beneficiaries, with historical donations of 1,580,896 AZN (2023) and 697,163 AZN (2022). Operating capacity comes from a workforce of ~7 paid staff supplemented by 192 volunteers in 2024 (242 in 2023), approximately 90% of whom are Kapital Bank employees. Governance is anchored by a Supervisory Board whose chair, Günəl Mavliyarova, is Director of Marketing at Kapital Bank, alongside board members who are heads of Kapital Bank's Legal, Finance, and other functions — making Kapital Bank a de facto institutional anchor for staffing, distribution, and partial funding. Notable partnerships include PAŞA Holding, Azərpoçt, İnci Laboratoriyaları, Vapiano, Fairmont Hotel, Baku Metro, Bravo/Azar retail chains, Access Bank and Yapı Kredi Bank branches (battery collection points), and the Turkish NGO Ahbap Derneği following a successful 742,245 AZN earthquake-relief campaign in February 2023.

Name

Red Hearts Foundation

Legal name

Qırmızı Ürəklər Xeyriyyə Fondu

Website

https://redhearts.az

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Red Hearts Foundation is an Azerbaijan-registered non-profit charitable foundation, founded in 2019 by Kapital Bank ASC employees, that collects donations via a web portal and BirBank mobile app and distributes them across education scholarships, environmental programs, animal welfare, and support for Karabakh War veteran and martyr families across Azerbaijan.

Ownership category

akta.pro rank

Product category

Charitable Foundation Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (8132), Civic and Social Organizations (8134)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Foundations (BPAGAKAB)

akta.pro secondary industry

Scholarship & Fellowship Foundations and Trusts (EDADAHAC)

Keywords

• Charitable foundation services
• Donation campaign programs
• Environmental conservation initiatives
• Animal welfare support
• Education scholarship programs

Headquarters

HQ city

Baku

HQ country

Azerbaijan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: Red Hearts Foundation operates entirely on donations from individuals and corporate donors. The foundation collects charitable contributions via its website portal, Kapital Bank terminals, and BirBank mobile application. Donors can direct their contributions to specific campaigns or the general fund. The foundation publishes annual reports with detailed breakdowns of donations received and beneficiaries served.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Red Hearts Foundation is a donation-funded charitable foundation that operates donation programs across three pillars: Society (education scholarships, support for martyr families and Karabakh War veterans, inclusive programs for children with disabilities), Environment (memorial tree planting, battery recycling, beach cleaning, zero-waste marathons) and Animals (food, medical and rehabilitation support for shelter animals). It collects contributions through its website portal, Kapital Bank's nationwide ATM/branch network, and the BirBank mobile banking app, then deploys funds and volunteers to deliver program outcomes.

Product overview

Red Hearts Foundation operates as a charitable organization with three main program categories: Society (Cəmiyyət), Environment (Ətraf mühit), and Animals (Heyvanlar). The foundation runs multiple named campaigns and programs including education scholarships, support for martyr and veteran families, environmental initiatives like tree planting and battery recycling, and animal welfare projects. The organization functions as a donations-based charity platform rather than a technology product.

Differentiator

Problem solved

Functional benefit

Products and services

• Onu Oxut (Read It) - Education Scholarship Program Donation-funded scholarship program providing monthly stipends of 150 AZN and tuition coverage to selected students from socially vulnerable backgrounds in Azerbaijan.
• Zəfər Payı (Victory Share) Campaign raising donations to assemble and deliver food packages to low-income families of Karabakh War veterans across Azerbaijan's cities and districts.
• Onlar bizə əmanətdir (They Are Entrusted to Us) Annual campaign collecting donations to send gifts on behalf of fallen soldiers to their children aged 0-16 across Azerbaijan for New Year and World Azerbaijanis' Solidarity Day.
• Tarix Yazan Qəhrəmanlarımız (Our Heroes Who Wrote History) Donation campaign improving the social welfare of martyr and Karabakh War veteran families in recognition of their service.
• Qəhrəmanlar Bağı (Heroes Garden) - Memorial Tree Planting Donation-funded environmental and memorial project planting trees in districts across Azerbaijan corresponding to the number of fallen soldiers from the Karabakh Wars, creating memorial forests. 26 Vətən Bağı gardens have been established.
• Pəncəli Ürəklər (Pawed Hearts) - Animal Welfare Donation campaign supporting stray animals in Baku through food supplies, veterinary care and rehabilitation at partner animal shelters, while raising public awareness on animal rights.
• Used Battery Recycling Campaign National environmental campaign collecting used batteries through retail collection points (Bravo, Araz, Rahat, Spar, Bazarstore, Access Bank, Yapı Kredi, Baku Metro) and transferring them to licensed hazardous-waste contractor Təhlükəli Tullantılar MMC for safe disposal.
• Sıfır Tullantı Marathon (Zero Waste Marathon) Environmental marathon engaging volunteers in waste collection and recycling activities across Azerbaijan's regions to promote zero-waste practices.
• Hər Şey Mümkündür (Everything Is Possible) Inclusive program delivering arts, dance, culinary and pottery master-classes for children with Down syndrome and autism, with free medical examinations provided by İnci Laboratoriyaları.
• Kitab Gəzər (Book Wanderer) - Mobile Library Educational outreach program deploying rotating book collections to village schools in 29 cities and districts of Azerbaijan to improve reading access for rural children.
• Təhsil Təqaüd Proqramı (Student Scholarship Program) Formal student scholarship component supporting 15 selected students with 150 AZN monthly allowance and 11 students with tuition fee coverage.
• Inclusive Audio Books for Visually Impaired Children Donation-funded provision of audio books to visually impaired children at inclusive education centers in partnership with the Education Center for Youth (Karabakh Regional Office).

Quantifiable outcome

• Over 4,000 beneficiaries supported annually across Azerbaijan's regions
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, major and minor.

• Ministry of Ecology and Natural Resources (Ekologiya və Təbii Sərvətlər Nazirliyi)coreStrategic or Co-development Partner · 1 January 2022The Ministry provides official support and endorsement for Red Hearts' environmental campaigns including the 'Batareyaları təhvil ver, təbiəti qoru' battery recycling initiative and the 'Sıfır Tullantı' (Zero Waste) solidarity marathon. The ministry collaborates on nationwide tree-planting 'Vətən Bağı' gardens.
• PAŞA HoldingmajorStrategic or Co-development PartnerPAŞA Holding provides financial support for the 'Onlar bizə əmanətdir' (They Are Our Trust) annual New Year gift program for children of martyrs, and supports the 'Vətən Bağı' tree-planting initiative in various regions of Azerbaijan.
• Judo Federation of AzerbaijanminorStrategic or Co-development PartnerSocial partnership established for the development of sports in the regions. Red Hearts Foundation and the Judo Federation collaborate on social responsibility initiatives promoting sports participation.
• İnci LaboratoriyalarımajorStrategic or Co-development PartnerHealthcare partnership involving a memorandum of understanding for joint activities. İnci Laboratoriyaları provides free medical examinations for children with Down syndrome participating in the 'Hər şey Mümkündür' project, and provides free laboratory cards to beneficiary families.
• Vapiano (restaurant chain)minorStrategic or Co-development PartnerVapiano organized a pizza-making master-class for children with Down syndrome as part of the 'Hər şey Mümkündür' project, contributing to the social rehabilitation and skill development of beneficiaries.
• Gənclər üçün Təhsil Mərkəzi (Education Center for Youth)majorStrategic or Co-development PartnerPartnership with the Education Center for Youth, Karabakh Regional Office, for inclusive education projects. Projects include audio book donations for visually impaired children at the Inclusive Education and Child Development Center in Aghjabedi district, and support for the center's facilities.
• Ahbap Derneği (Turkey)coreStrategic or Co-development PartnerFollowing the February 2023 earthquake in Turkey, Red Hearts launched the 'Türkiyə üçün bir ürək olaq!' fundraising campaign and subsequently signed a cooperation memorandum with Ahbap Derneği. The partnership covers joint charitable projects, mutual support during natural disasters, and collaborative humanitarian initiatives.
• Kontakt HomeminorStrategic or Co-development PartnerJoint organization of the 'Təmiz Mühit, Təmiz Gələcək' beach cleaning campaign at Novkhany beach, with Kontakt Home contributing resources and volunteer participation.
• BARS Sahibsiz Heyvanlar Sığınacağı (animal shelter)minorStrategic or Co-development PartnerAnimal shelter receiving food and medical supply support through the 'Pəncəli Ürəklər' campaign. The foundation's volunteers regularly visit the shelter in Mushfigabad settlement to provide assistance.
• Bravo supermarket chainminorChannel Partner/ Reseller/ DistributorBattery recycling collection boxes placed at Bravo supermarket locations across Baku and regions. Bravo is a partner in the 'Batareyaları təhvil ver, təbiəti qoru' environmental campaign.
• Təhlükəli Tullantılar MMCminorOthersCompany responsible for the safe disposal of collected batteries. Used batteries collected through the foundation's network are transferred to Təhlükəli Tullantılar MMC for proper hazardous waste management.
• Fairmont HotelminorStrategic or Co-development PartnerPartner in the Young Blood Donors' III Republican Forum, co-organizing the event and providing venue support at Fairmont Hotel, Baku.
• Azərxalça ASCminorStrategic or Co-development PartnerPartnership for carpet-weaving master-classes for children with Down syndrome as part of the 'Hər şey Mümkündür' project, held at Azərxalça's showroom in Icherisheher.
• Bakı Metropoliteni (Baku Metro)minorChannel Partner/ Reseller/ DistributorBattery collection points established at Baku Metro stations as part of the battery recycling network across Azerbaijan.
• Gənc Qan Donorları Assosiasiyası (Young Blood Donors Association)minorStrategic or Co-development PartnerCo-organizer of the Young Blood Donors' III Republican Forum, working together on blood donation awareness and voluntary donor network development.
• Azərpoçt (Azerbaijan Post)minorStrategic or Co-development PartnerPostal service partner responsible for delivering New Year gifts to children of martyrs across Azerbaijan's regions as part of the 'Onlar bizə əmanətdir' campaign.
• GEM ESG ConsultingminorStrategic or Co-development PartnerOrganizer of the I Baku International Conference on Environment, Social, and Corporate Governance, with Red Hearts as a partner. The conference brought together government bodies, businesses, NGOs, and experts to discuss ESG principles and sustainable development in Azerbaijan.
• Yapı Kredi Bank AzerbaijanminorChannel Partner/ Reseller/ DistributorBattery collection boxes placed at Yapı Kredi Bank branches across Azerbaijan (Mərkəzi Ofis, Memar Əcəmi, Sumqayıt, Əhmədli, Səbail, 28 May, Metropark, Həzi Aslanov, Binəqədi) as part of the battery recycling network.
• Access Bank AzerbaijanminorChannel Partner/ Reseller/ DistributorBattery collection boxes placed at Access Bank branches across Azerbaijan, from Baku to regional cities including Sumqayıt, Ganja, Nakhchivan, Shaki, Lankaran, Mingechevir, and others.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Charities Aid Foundation (CAF): Global grantmaking and donation-infrastructure organization offering workplace giving, donor-advised funds, and transparency tools. Comparable to Red Hearts through its certificate-based donation verification system and platform model.
• Azerbaijan Red Crescent Society: National humanitarian aid society operating across disaster relief, social welfare, and vulnerable population support. Comparable in mission scope and beneficiary focus, especially in crisis-response capability.
• Heydar Aliyev Foundation: Azerbaijan's largest state-linked charitable foundation. Operates nationwide across education, culture, healthcare, and social welfare, directly comparable to Red Hearts' domestic grantmaking and beneficiary-support role.
• UNICEF Azerbaijan: UN agency focused on children's rights, education, and family welfare in Azerbaijan. Comparable through overlapping programs on education scholarships, inclusive education for children with disabilities, and family support.

Direct peers

• PAŞA Holding Sustainability Programs: Major corporate sponsor of Red Hearts via the "Onlar bizə əmanətdir" martyr children program and "Vətən Bağı" tree-planting. Comparable as a corporate-led charitable initiative combining CSR funding with public-facing campaigns.
• World Vision Azerbaijan: International NGO operating child welfare, education, and community development programs in Azerbaijan. Comparable in education scholarship programs and family/household support for vulnerable populations.
• SOS Children's Villages Azerbaijan: International NGO providing family-strengthening and alternative care for children without parental care. Comparable through focus on vulnerable children, scholarships, and education support.
• Azercell Foundation: Corporate social responsibility arm of Azerbaijan's largest telecom operator, running education, children's welfare, and community grant programs funded through corporate resources and public donations. Highly comparable structure to Red Hearts' Kapital Bank linkage.
• Nar Foundation: Corporate foundation of Nar Mobile (AzerTelekom), another Azerbaijani corporate-affiliated charitable foundation running donor-driven campaigns for social welfare, education, and community support. Closely mirrors Red Hearts' corporate-parent-distribution model.
• Ahbap Derneği: Turkish humanitarian association and Red Hearts' formal cooperation partner for disaster relief. Comparable through rapid-response disaster fundraising and cross-border humanitarian project coordination.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/redhearts

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Red Hearts Foundation