Variety
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.
- Company typePrivate
- Founded1927
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
Variety firmographics
Firmographics- 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
Variety industry classification
Industry- 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
Where Variety is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Variety business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Kiwi Kid Sponsorship at $50/month provides ongoing support for one child |
| Subscription | Monthly | Hero for Kids monthly giving from $20/month, pooled to help hundreds of children |
| Unit Pricing | Annual | Kiwi Kid Sponsorship annual funding of $450 per child |
| Unit Pricing | Pay-as-you-go | Individual Grants for specific needs, reviewed three times per year |
| Unit Pricing | Pay-as-you-go | Variety Sport provides $300 or $350 per child for physical activity costs |
| Unit Pricing | Pay-as-you-go | Variety at Work corporate volunteering programme |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels10 records
Variety product offering
Product offeringCore 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
Companies that use Variety
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Variety technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Variety partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, principal, supporting and minor.
- The WarehousecoreThe 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 ZealandcoreSport 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 NZprincipalLes 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.
- foodstuffsprincipalfoodstuffs is a principal partner supporting Variety's work with children in need across New Zealand.
- AA InsuranceprincipalAA Insurance is a principal partner of Variety NZ, contributing to fundraising and promotional activities.
- Ford New ZealandcoreFord 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.
- SkyCitycoreSkyCity 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.
- postiesupportingpostie is a supporting partner of Variety NZ, contributing to the partnership community of businesses helping reduce child poverty in New Zealand.
- +moresupporting+more is a supporting partner of Variety NZ.
- Proactive FiresupportingProactive Fire is a supporting partner of Variety NZ.
- Noel LeemingcoreNoel 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 SavecoreBig Save is Variety's preferred supplier for beds awarded through Individual Grants. Variety supplies beds directly to successful applicants via this partnership.
- EveryWillsupportingEveryWill (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 TechminorEcho 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.
- TradeMeminorVariety 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
Variety competitors and assessment
Company assessmentDirect 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
Variety social profiles
Digital presenceVariety compliance and trust
Trust signalCompliance1 record
Variety financial estimates
Financial estimateRevenue estimate
Valuation estimate
Variety leadership team
Management profileNumber of profiles
Profiles15 records
Variety funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Variety M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Variety
What does Variety do?
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.
Is Variety a public or private company?
Variety is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Variety founded?
Variety was founded in 1927. It employs 11 to 50 people.
Where is Variety based?
Variety is headquartered in Auckland, New Zealand, in the Oceania region.
How does Variety make money?
Seven revenue lines are on record. Kiwi Kid Sponsorship is the primary driver. The others are hero for Kids Monthly Giving, donations and Appeals, corporate Partnerships and Payroll Giving, bequests and Legacy Gifts, individual Grants and corporate Volunteering (Variety at Work).
Who are Variety's main competitors?
Direct peers on record are KidsCan, ChildFund New Zealand, World Vision New Zealand, Save the Children New Zealand, Barnardos New Zealand, Plan International New Zealand and Make-A-Wish New Zealand. Broad incumbents are UNICEF New Zealand and Salvation Army New Zealand. St John New Zealand is listed as a regional player.
Does Variety have an API?
No public API is recorded for Variety.
What industry is Variety in?
Variety's product category is Children's Charity and Child Poverty Alleviation Services. Its primary akta.pro industry code is HLAJALAG, Maternal, Child & Family Health Program Funding, with a secondary code of EDALAIAN, Athletics Fundraising, Sponsorships & NIL Support. Its NAICS code is 624110 and its SIC code is 8300.