Variety

What Variety does

Variety - The Children's Charity is a registered New Zealand nonprofit (Charities Act 2005, registration CC24039) headquartered in Auckland at Level 1, 300 Great South Road, Greenlane, with 11-50 employees. The organisation addresses child poverty by providing essential items, education support and wellbeing opportunities to disadvantaged Kiwi children aged 4-17 living in material hardship (1 in 5 Kiwi kids, approximately 156,000 children). It operates three core programmes: Kiwi Kid Sponsorship, an individual child sponsorship matched at $50/month or $450/year per child; Individual Grants, one-off funding for beds, digital devices, medical/mobility equipment, extracurricular activities and school costs reviewed three times per year (April, August, November) at caps up to $2,000; and Variety Sport, a Sport NZ partnership providing $300-$350 per sponsored child for physical activity in 2026.

The operating model is built on a web-based portal that handles sponsor-child matching, caregiver applications, claims submission by School Champions, invoice management and tax-credit receipts under NZ's 33.33% donation tax credit. Variety serves four distinct but interlocking constituent groups: beneficiary children and their caregivers (the demand side); individual sponsors and monthly givers including Hero for Kids donors and bequest supporters (the supply side); schools and community agency referrers acting as the referral channel; and a broad corporate partner base including The Warehouse (since 2001), Ford NZ (since 1991), SkyCity (since 2003), Sport NZ, Les Mills NZ, foodstuffs, AA Insurance, postie, +more, Proactive Fire, Noel Leeming and Big Save. Distribution to families occurs via School Champions and community agency referrals, with in-kind items (Chromebooks, beds) fulfilled through Noel Leeming and Big Save.

Revenue is generated through six streams: Kiwi Kid Sponsorship subscriptions ($50/month), Hero for Kids pooled monthly giving (from $20/month), one-off donations and appeals (including Winter Appeal), corporate partnerships and payroll giving, bequests via the EveryWill partnership, and paid corporate volunteering days through Variety at Work ($2,000+GST/day). Variety is governed by a voluntary Executive Committee chaired by Vic Crone, led operationally by Interim CEO Wayne Howett, with a permanent leadership team including a Fundraising and Marketing Director (Paul Scoringe), Finance and Operations Director (Steffan Sinclair) and Programme Director (Katie Mouat). At least 75% of every sponsorship dollar is directed to children, with up to 25% covering administration; the charity supports over 7,000 children through sponsorship plus approximately 1,000 additional children annually through Individual Grants, with 2,000 children currently waiting for a sponsor.

Name

Variety

Legal name

Variety - The Children's Charity Incorporated

Website

https://variety.org.nz

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

Variety is a New Zealand registered children's charity supporting over 7,000 disadvantaged Kiwi children annually through individual sponsorships ($50/month), one-off grants, and a sport funding programme, delivered via a School Champion network and corporate partners.

Ownership category

akta.pro rank

Product category

Children's Charity and Child Poverty Alleviation Services

NAICS

Child and Youth Services (624110), Emergency and Other Relief Services (624230), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300)

akta.pro primary industry

Maternal, Child & Family Health Program Funding (HLAJALAG)

akta.pro secondary industry

Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN)

Keywords

• Children's charity
• Child sponsorship
• Individual grants
• Corporate fundraising
• Community volunteering

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Kiwi Kid Sponsorship: Monthly donations of $50 per month from individual sponsors, matched to specific children aged 4-17 living in poverty. Sponsors receive updates, photos, and letters from their sponsored child. Funds are managed by Variety and directed to essential items for the child.
2. Hero for Kids Monthly Giving: Monthly donations starting from $20 per month, pooled with other donors to fund the most urgent and immediate needs of children across New Zealand. Donations are combined to help hundreds of children each year with learning aids, sporting opportunities, medical and mobility equipment, and everyday essentials.
3. Donations and Appeals: One-time and campaign-based donations from the public, including Winter Appeal and other targeted fundraising campaigns. Donations are eligible for a 33.33% NZ tax credit. Donors can also donate their IRD tax credit back to Variety.
4. Corporate Partnerships and Payroll Giving: Recurring donations from corporate partners via payroll giving schemes, where employees donate pre-tax with a 33.33c per dollar tax credit applied at time of donation. Corporate partners also support through product donations, marketing/PR activities, and workplace fundraising.
5. Bequests and Legacy Gifts: Gifts left in Wills by supporters, providing lasting impact for children in need. Variety partners with EveryWill to offer free online Will-writing services to encourage legacy giving.
6. Individual Grants: One-off grants awarded three times per year (April, August, November) for specific needs including beds, digital devices, medical/mobility equipment, extracurricular activities, and school costs. Reviewed on a case-by-case basis, approximately 1,000 children supported per year.
7. Corporate Volunteering (Variety at Work): Corporate teams of 5-25 people complete practical projects at low-decile schools (gardens, painting, furniture building). Starting at $2,000 plus GST per day, this provides team-building opportunities while generating donations.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Variety is a New Zealand children's charity that delivers financial and material support to children aged 4-17 living in poverty through three core programmes. Kiwi Kid Sponsorship matches individual sponsors with specific children at $50 per month to fund $450 annually in essentials, Individual Grants provide one-off funding three times yearly for specific needs such as beds, digital devices and medical equipment, and Variety Sport funds $300-$350 per child for physical activity. Support is delivered via a web portal that connects caregivers, schools, sponsors and corporate partners.

Product overview

Variety is a children's charity offering a portfolio of programmes focused on alleviating child poverty in New Zealand. The core offerings include Kiwi Kid Sponsorship (KKS) - an individual sponsorship programme matching sponsors with children aged 4-17 for $450 annual support - and Individual Grants providing one-off funding for specific needs. Variety Sport, a partnership with Sport NZ, provides additional funding for physical activity. The Hero for Kids monthly giving programme pools donations to address urgent needs. These programmes are delivered through an online portal where sponsors, caregivers, and schools can manage applications, claims, and communications.

Differentiator

Problem solved

Functional benefit

Products and services

• Kiwi Kid Sponsorship (KKS) Ongoing individual sponsorship programme matching children aged 4-17 living in poverty in New Zealand with individual sponsors who contribute $50 per month, providing $450 annually per child for essentials including clothing, shoes, bedding, school uniforms, stationery, school camp, medical costs and extracurricular activities.
• Individual Grants One-off grant payments awarded three times per year (April, August, November) for specific needs including beds, digital devices (Chromebooks), medical and mobility equipment (up to $2,000), extracurricular activities (up to $500), and school costs (up to $500). Available to caregivers of children in hardship via online application.
• Variety Sport Partnership with Sport NZ providing Kiwi Kid Sponsorship children with $300-$350 per year to support physical activity, sports, and play, covering sports gear, club fees, activewear, bicycles and transport to competitions.
• Hero for Kids Monthly Giving Monthly giving programme with donations starting from $20 per month, pooled with other donors to fund the most urgent and immediate needs of children across New Zealand, including learning aids, sporting opportunities, medical and mobility equipment, and everyday essentials.
• Variety at Work Corporate Volunteering Corporate volunteering programme enabling organisations to engage teams of 5-25 people in practical projects at low-decile schools (vegetable gardens, painting, building furniture, outdoor structures), starting at $2,000 plus GST per day, providing team-building opportunities while generating donations for Variety.
• Variety Online Bookfair Online bookfair via TradeMe and Fishpond.co.nz where donated books are sold to raise funds for Kiwi kids in need, combining community volunteer support with online marketplace sales.
• Winter Appeal and Donations Programme One-time and campaign-based donation appeals including Winter Appeal, eligible for a 33.33% NZ tax credit. Supports a dedicated donation page and Tax Credit donation facility enabling donors to donate their IRD tax credit back to Variety.
• Bequests and Legacy Gifts Programme enabling supporters to leave gifts in their Wills to Variety, in partnership with EveryWill, which provides free online Will-writing services and unlimited updates, providing lasting impact for children in need.

Quantifiable outcome

• 91% of caregivers say sponsorship makes their child feel special and cared about
• +5 more outcomes

Named customers4 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

Partnerships

15 partnerships are on record, tiered core, principal, supporting and minor.

• The WarehousecoreStrategic or Co-development PartnerThe Warehouse is a principal partner of Variety NZ, providing purchase order funding for newly sponsored children ($100 WHPO) and supporting fundraising activities. Partnership active since 2001. The Warehouse also promotes Variety through marketing and PR activities.
• Sport New ZealandcoreStrategic or Co-development PartnerSport NZ is a principal partner in the Variety Sport programme, which provides $300 or $350 per year to children on Kiwi Kid Sponsorship to help them participate in physical activities and sports. The partnership aims to get Kiwi kids active and involved in their communities.
• Les Mills NZprincipalStrategic or Co-development PartnerLes Mills NZ is a principal partner of Variety NZ, supporting fundraising activities and helping promote Variety's mission to get children active. Personal trainers from Les Mills have spotlighted Variety's Winter Appeal.
• foodstuffsprincipalStrategic or Co-development Partnerfoodstuffs is a principal partner supporting Variety's work with children in need across New Zealand.
• AA InsuranceprincipalStrategic or Co-development PartnerAA Insurance is a principal partner of Variety NZ, contributing to fundraising and promotional activities.
• Ford New ZealandcoreStrategic or Co-development PartnerFord New Zealand has been a partner since 1991, one of Variety's longest-standing corporate relationships. Ford supports NZ communities, children, schools and families in need through Variety programmes.
• SkyCitycoreStrategic or Co-development PartnerSkyCity has partnered with Variety since 2003, hosting weekly Bingo sessions at SkyCity Auckland with proceeds supporting Variety's work with children and young people in the Auckland region. SkyCity also promotes Variety through its venues and marketing.
• postiesupportingGTM or Marketing Partnerpostie is a supporting partner of Variety NZ, contributing to the partnership community of businesses helping reduce child poverty in New Zealand.
• +moresupportingGTM or Marketing Partner+more is a supporting partner of Variety NZ.
• Proactive FiresupportingGTM or Marketing PartnerProactive Fire is a supporting partner of Variety NZ.
• Noel LeemingcoreChannel Partner/ Reseller/ DistributorNoel Leeming is Variety's preferred supplier for digital devices (Chromebooks) awarded through Individual Grants. Variety funds Chromebooks through this partnership to ensure quality devices suitable for schools are provided to children in need.
• Big SavecoreChannel Partner/ Reseller/ DistributorBig Save is Variety's preferred supplier for beds awarded through Individual Grants. Variety supplies beds directly to successful applicants via this partnership.
• EveryWillsupportingImplementation/ SI/ Consulting PartnerEveryWill (Australia and New Zealand's top-rated online Will-writing platform) partners with Variety to offer free online Will-writing services to supporters considering leaving a legacy gift. Free, unlimited updates for life. Partnership enables Variety to receive bequests.
• Echo TechminorGTM or Marketing PartnerEcho Tech runs e-waste collection events across greater Auckland and accepts cash donations on behalf of Variety at these events. Combines environmental sustainability with charitable fundraising.
• TradeMeminorChannel Partner/ Reseller/ DistributorVariety operates an online bookfair through TradeMe (member listing 5542007) and Variety Books on Fishpond.co.nz. Volunteer Jason accepts book donations for resale through these channels to raise funds for Kiwi kids.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KidsCan: New Zealand children's charity focused on reducing child poverty through provision of food, clothing, and health products to children in low-decile schools. Directly comparable to Variety in mission, beneficiary base (disadvantaged Kiwi children), school-based delivery model, and reliance on corporate partnerships and donations.
• ChildFund New Zealand: NZ arm of ChildFund International, focused on child sponsorship and child-poverty alleviation. Most direct competitor in the individual child sponsorship category, using a similar monthly-donor model serving children in need.
• World Vision New Zealand: NZ branch of World Vision International, operating child sponsorship programmes and child-focused community development. Comparable in fundraising model (monthly sponsorship), donor base, and use of individual child stories to drive engagement.
• Save the Children New Zealand: NZ arm of the global Save the Children federation, focused on children's rights, welfare, and poverty alleviation. Comparable in beneficiary focus (children), funding model (donor + corporate), and advocacy-driven mission.
• Barnardos New Zealand: NZ children's charity providing services and support to children, young people, and families facing disadvantage. Comparable in mission, target population, and dependence on donations and government contracts, though delivery is more service-oriented than sponsorship-oriented.
• Plan International New Zealand: NZ branch of Plan International, focused on children's rights, gender equality, and child sponsorship programmes. Comparable in monthly sponsorship revenue model and global child-welfare positioning.
• Make-A-Wish New Zealand: NZ branch of Make-A-Wish International, granting wishes to children with critical illnesses. Comparable in mission (children), reliance on donations and corporate partnerships, and NZ-nonprofit operational structure, though beneficiary scope is narrower.

Broad incumbents

• UNICEF New Zealand: NZ fundraising office of UNICEF, the global UN children's agency. Comparable in mission (child welfare) and donor base, but operates at a vastly larger scale across multiple countries and is not a direct sponsorship-programme competitor in NZ.
• Salvation Army New Zealand: Major NZ charity providing social services, family support, and community programmes including child and family welfare work. Comparable in NZ donor-base competition and reliance on donations, bequests, and corporate partnerships, though scope extends well beyond children.

Regional players

• St John New Zealand: Large NZ charitable organisation providing health and community services, funded through donations, partnerships, and part-charge services. Comparable as a major NZ charity competing for the same donor and corporate-partner pool, though mission (health services) differs materially.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/varietynz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Variety