What NRK TV-aksjonen does

NRK TV-aksjonen is Norway's largest annual charitable fundraising campaign, organized by NRK (Norsk Rikskringkasting), the country's public broadcaster, and operated continuously since 1974. Held annually on a Sunday in October, the campaign mobilizes approximately 7,000 volunteer bøssebærere (collection collectors) who visit approximately 2.5 million Norwegian households in a single day to collect donations for a designated humanitarian beneficiary organization. The campaign has raised 14.3 billion NOK cumulatively since inception, with annual totals ranging from 257 million NOK (2018) to a record 415 million NOK (2024); the 2025 campaign raised 271 million NOK for Atlas-alliansen, and the 2026 campaign is scheduled for NRC Flyktninghjelpen. Each year a different beneficiary organization is selected, and the funds raised pass through in full — TV-aksjonen does not retain an operating margin from donations.

The campaign operates through a hybrid physical-digital infrastructure. The core operational technology is the TV-aksjonsportalen, a web-based volunteer management platform developed by Frend AS, which handles bøssebærer registration, route assignments (rodekart), personal pages, and data storage. The Kontainer image archive system (from Kontainer A/S, Copenhagen) provides digital asset management for campaign photos and video under GDPR-compliant consent handling. Donations are collected through three primary channels: door-to-door collection boxes with Vipps QR codes, SMS donations (TVA to 2133, default 350 NOK), and the Spleis digital fundraising platform for personalized crowdfunding pages, which hosted approximately 500 school-originated digital collections in a recent year. Payment infrastructure is enabled through a partnership with Strex, a joint venture of Norwegian mobile operators Telenor, Telia, and Ice, which has waived all transaction fees.

The go-to-market motion is community-led and grassroots-based, organized through municipal committees (kommunekomitéer) in every Norwegian municipality, coordinated by 11 county-level leaders (fylkesaksjonsledere), 2 regional leads, and a national staff of approximately 15–48 people. Donor segments include Norwegian households (primary), corporate partners (OBOS, Haver Advokatfirma, SpareBank 1 Nord-Norge, Videocation), schools and kindergartens, faith communities, and a parallel youth-radio campaign (P3-aksjonen) targeting younger audiences. The parent organization NRK is state-funded through television license fees, and the campaign itself charges nothing — the organizational operating costs are absorbed within NRK's structure, and 100% of donated funds are passed to the designated annual beneficiary.

Name

NRK TV-aksjonen

Legal name

NRK TV-aksjonen

Website

https://tvaksjonen.no

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

NRK TV-aksjonen is Norway's largest annual charitable fundraising campaign, organized by the public broadcaster NRK since 1974. Each October, approximately 7,000 volunteers collect donations door-to-door across all Norwegian municipalities for a designated humanitarian beneficiary.

Ownership category

akta.pro rank

Product category

Charitable Fundraising Campaign

NAICS

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

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Public Media Fundraising & Membership (Pledge Drives, Major Gifts) (MPABADAJ)

akta.pro secondary industry

Federated Giving Organizations (e.g., United Way-type) (BPAGAKAG)

Keywords

• Annual fundraising campaign
• Door-to-door donations
• Humanitarian fundraising
• Volunteer mobilization
• Charitable giving platform

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Door-to-door cash and digital donations: Volunteer collectors (bøssebærere) collect cash and Vipps donations by knocking on doors across Norway on the annual collection day. Each collection box has a QR code linked to a Vipps payment. This is the primary revenue stream, historically accounting for ~33% of total collection.
2. SMS and Vipps donations: General public can donate via SMS (TVA to 2133, 350 kr) or Vipps (2133, any amount). Managed through Strex (mobile operators' joint payment solution owned by Telenor, Telia, Ice).
3. Corporate and business donations: Businesses can donate via dedicated giver pages (giverstafett.no), sponsor campaigns, or engage employees in fundraising. Companies like OBOS, Haver Advokatfirma, SpareBank 1 Nord-Norge have been named corporate sponsors. Videocation donates course revenue.
4. School and kindergarten collections: Schools and kindergartens run their own fundraising events (school runs, garden cafes, markets), with digital collections via Spleis. ~500 digital collections on Spleis in a recent year.
5. Church and faith community donations: Religious and life stance communities contribute through dedicated giving pages and independent collections organized within their congregations.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

NRK TV-aksjonen is an annual nationwide fundraising campaign held every October since 1974, organized by NRK (Norwegian Broadcasting Corporation). The campaign mobilizes approximately 7,000 volunteer bøssebærer (collection collectors) who collect cash and digital donations door-to-door across every Norwegian municipality, supported by Vipps, SMS, Spleis digital fundraising pages, and corporate partnerships. Funds raised are donated to a different humanitarian beneficiary each year, with NRC Flyktninghjelpen (Norwegian Refugee Council) as the 2026 beneficiary and Strømmestiftelsen as the 2027 beneficiary.

Product overview

NRK TV-aksjonen is Norway's largest annual fundraising campaign, held every October since 1974. The core offering is a nationwide door-to-door collection program (Bøssebærer) supported by a digital ecosystem. The main products include the annual TV-aksjonen campaign itself, the Spleis digital fundraising platform for online collections, the TV-aksjonsportalen volunteer management system, and the Kontainer media asset management system. Supporting programs target schools/kindergartens, businesses, and municipal committees. The campaign raised 14.3 billion kr total over its history, with the 2024 campaign collecting 415 million kr for Barnekreftforeningen.

Differentiator

Problem solved

Functional benefit

Products and services

• TV-aksjonen (Annual Fundraising Campaign) Norway's largest annual fundraising campaign held every October since 1974, organized by NRK. Mobilizes ~7,000 volunteer bøssebærer to collect donations door-to-door across every Norwegian municipality for a designated humanitarian beneficiary (NRC Flyktninghjelpen in 2026), culminating in a national NRK TV broadcast. Has raised 14.3 billion kr cumulatively since inception, with 415 million kr raised in 2024 alone.
• Bøssebærer (Collection Collector) Program Door-to-door fundraising program in which registered volunteer collectors receive training, route maps (rodekart), collection boxes (bøsser), and ID cards to gather cash and digital donations on the annual collection Sunday. Each collector typically raises an average of 2,300 kr per route.
• Spleis Digital Fundraising Platform Online crowdfunding platform integrated with TV-aksjonen that allows individuals, schools, businesses, and organizations to create personalized digital fundraising pages for the campaign. Supports both individual collections and team-based fundraising. ~500 digital collections were created on Spleis by schools in a recent year.
• TV-aksjonsportalen (Volunteer Management Portal) Digital portal developed by Frend AS for managing volunteers, collection collectors (bøssebærer), and committee members. Handles registration, contact information storage, route assignment, personal data management, and communication with volunteers.
• Kontainer Digital Image and Film Archive Digital image and film archive system used by TV-aksjonen staff, volunteers, and partners for storing, categorizing, tagging, and sharing visual content. Includes consent management module for GDPR compliance and supports marketing, information work, and internal documentation.
• TV-aksjonen School and Kindergarten Program Program encouraging Norwegian schools and kindergartens to participate in fundraising through school runs (skoleløp), bazaars, garden cafés, and digital collections on Spleis. Includes classroom resources and event toolkits.
• Business Partnership Program Program engaging Norwegian businesses in TV-aksjonen through sponsorships, corporate giversider (donor pages), Haver-stafetten relay events, and employee fundraising initiatives. Named partners include OBOS, Haver Advokatfirma, SpareBank 1 Nord-Norge, and Videocation.
• Municipal Committee Network (Kommunekomitéer) Network of municipal committees organizing TV-aksjonen locally across every Norwegian municipality. Committees coordinate collection routes, recruit bøssebærer, manage base stations, and organize local events. Coordinated by 11 county-level fylkesaksjonsledere.
• Min side (Personal Collector Dashboard) Personal dashboard for registered collection collectors and digital collectors within TV-aksjonsportalen. Provides meeting location, time, contact person information, the ability to change meeting location, and view of stored personal information.

Quantifiable outcome

• 14.3 billion kr total collected since 1974
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• OBOScoreGTM or Marketing PartnerOBOS is a long-term sponsor and supporter of NRK TV-aksjonen. As a membership organization with broad contact surface, OBOS uses its member magazine and communications channels to promote the campaign to members and younger generations. OBOS's engagement aligns with its core values of community and voluntary effort (dugnadsånd).
• StrexcoreTechnology or IntegrationStrex (owned by Telenor, Telia, and Ice) is the mobile operators' joint payment solution enabling SMS donations to TV-aksjonen. Strex has set up a robust, flexible, and efficient collection solution for the campaign at no cost. All three owners have waived their share of transaction revenues.
• VideocationminorGTM or Marketing PartnerVideocation connects businesses with expert speakers where all course revenue goes directly to TV-aksjonen. Companies book expert talks at 25,000 kr, with all proceeds donated to the campaign.
• P3 (NRK)coreStrategic or Co-development PartnerNRK's youth radio channel P3 runs a parallel 'P3-aksjonen' campaign alongside the main TV-aksjonen, engaging younger audiences. In 2023, P3-aksjonen raised 5.15 million kr through '100 timer for krigsrammede barn' (100 hours for war-affected children).
• SpondminorGTM or Marketing PartnerSpond, the popular app for sports clubs and families in Norway, promotes TV-aksjonen to its 2 million users (850,000 Norwegian households with children), encouraging members to become bøssebærere.
• Haver AdvokatfirmaminorGTM or Marketing PartnerStavanger-based law firm that organizes an annual relay race ('Haver-stafetten') for TV-aksjonen, engaging the business community in fundraising activities.
• Frend AScoreTechnology or IntegrationFrend AS developed the TV-aksjonsportalen, the digital platform used for bøssebærer registration, route management, and personal data storage for the campaign.
• NORD DDBminorStrategic or Co-development PartnerAdvertising agency NORD DDB created the 2023 TV-aksjonen campaign for Redd Barna, working with youth who had personal refugee backgrounds to develop authentic messaging.
• Bankene (Participating banks)minorChannel Partner/ Reseller/ DistributorLocal banks serve as 'tellebanker' (counting banks) where collection boxes are deposited after the collection day. Banks count the cash donations and transfer totals to the campaign.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Comic Relief (Red Nose Day): Annual UK telethon raising funds for humanitarian causes through a celebrity-driven BBC broadcast. Highly comparable operating model, donor engagement mechanics, and single-day collection event structure.
• PBS Foundation: U.S. public-broadcaster fundraising arm, generating viewer donations through pledge drives, member stations, and on-air campaigns. Closest analog to TV-aksjonen's "public-media fundraising" structure.
• United Way Worldwide: Federated annual workplace-giving campaign, historically the largest fundraiser in many U.S. communities. Comparable as a federated annual-giving model that channels donations to multiple nonprofit beneficiaries.
• BBC Children in Need: UK's flagship public-broadcaster telethon, raising funds annually for children's charities through a celebrity-led BBC TV broadcast. Closest direct peer to TV-aksjonen in structure, scale ambition, and reliance on a public-broadcaster parent.
• Ein Herz für Kinder (Germany): Germany's annual BILD-hilft e.V. telethon raising funds for children in need, broadcast on German TV. Comparable in single-day televised fundraising format, multi-channel giving, and humanitarian beneficiary focus.
• Téléthon (France): France's annual 30-hour televised fundraising event organized by AFM-Téléthon. Comparable in operating model (single annual telethon, volunteer-driven, multi-channel giving) though focused on a single cause (genetic diseases).

Regional players

• SVT (Sveriges Television): Swedish public broadcaster that runs periodic fundraising campaigns and humanitarian appeals through its TV channels. Comparable as a Nordic public broadcaster hosting charitable campaigns, though not a single flagship telethon equivalent to TV-aksjonen.
• DR (Danmarks Radio): Danish public broadcaster running annual charitable collections (e.g., DR's Julekalender partnerships, humanitarian appeals). Comparable as a Nordic public-broadcaster fundraiser, though smaller in scale and without TV-aksjonen's concentrated single-day structure.
• Yle (Finnish Broadcasting Company): Finnish public broadcaster that runs humanitarian fundraising campaigns (e.g., Yle Hyvä partners with annual appeals). Comparable as a Nordic public-broadcaster fundraiser with a national-mandate structure similar to NRK.

Others

• Spleis (Norwegian digital fundraising platform): Norwegian digital crowdfunding platform that powers individual, school, and corporate fundraising pages for TV-aksjonen. Closest technology/infrastructure peer, enabling the digital component of the campaign's giving mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TvAksjonenRogaland
• LinkedInlinkedin.com/company/nrk-tv-aksjonen

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 NRK TV-aksjonen