Kindness Collective Foundation

What Kindness Collective Foundation does

Kindness Collective Foundation is a New Zealand-registered charitable trust (Charity Registration CC57842, incorporated 5 June 2020; originally founded as a community group in 2013) that delivers practical aid, education, and wraparound support to children and families experiencing hardship. The organisation operates six core programmes: Everyday Essentials (food bank and household items), The PJ Project (winter pyjamas), Manaaki Ora (winter wellness pilot integrating food, healthcare and energy support), Christmas Joy Store (a social toy store preserving parental dignity through gift choice), Kindness Cup (school-based kindness education), and Build Projects (community gardens and play spaces). Operations are volunteer-driven and physical-infrastructure-based, with a community hub and warehouse in Mt Eden, Auckland, and active delivery across 98 cities and towns in 16 regions through a network of 287 community partners including NZ Police, Te Whatu Ora hospitals, schools, iwi organisations, and social services.

Revenue is generated entirely through donations and charitable giving rather than commercial sales. The model combines individual donations at tiered levels ($10 for pyjamas, $25 to fill a fridge, $50 for a winter bundle, $100 for a Christmas family), corporate partnerships providing in-kind goods and funding (The Warehouse Group, LEGO, Mitre 10, Tegel, Foodstuffs, NESCAFÉ Classic, Red Seal, Cadbury), community fundraising campaigns (PJ Project, Christmas Joy Store, Giving Trees), and a Wear Kindness merchandise line co-created with NZ designers. In 2024 alone, the PJ Project partnered with The Warehouse to deliver 25,800 pairs of pyjamas to 68 regions, Tegel supplied weekly deliveries supporting 33,000 families annually, and Foodstuffs North Island contributed 48,000 meals to 4,000 whānau. The organisation does not use any proprietary technology platform; logistics run on physical warehousing and partner network coordination. Annual impact metrics include 130,000 people supported, 76,000 served through food programmes, and 32,000 children reached through Kindness Cup across 110 schools.

Name

Kindness Collective Foundation

Legal name

Kindness Collective Foundation Charitable Trust

Website

https://kindness.org.nz

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Kindness Collective Foundation is a New Zealand charitable trust delivering essentials, education, and wraparound support to 130,000 children and families experiencing hardship annually through six programmes including food aid, winter pyjamas, Christmas gifts, and school-based kindness education, funded by donations and corporate partnerships across 287 community organisations.

Ownership category

akta.pro rank

Product category

Community Social Services

NAICS

Community Food Services (624210), Emergency and Other Relief Services (624230), Community Food and Housing, and Emergency and Other Relief Services (6242)

SIC

Services-Social Services (8300)

akta.pro primary industry

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

akta.pro secondary industries

Disability Services & Independent Living Support (BPAGACAG), Housing Assistance & Homeless Services (BPAGAEAB)

Keywords

• Community charity services
• Food bank support
• Child poverty relief
• Social welfare programmes
• Family essentials distribution

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Individual Donations: Direct donations from individuals via the website, with specific price points for different support levels ($10 for pajamas, $25 to fill fridge, $50 for winter bundle, $100 to support a family at Christmas). Regular donor 'crew' programme with monthly newsletter.
2. Corporate Partnerships: Financial and goods-in-kind donations from national partners including The Warehouse Group, LEGO, Mitre 10, Tegel, NESCAFÉ Classic, Foodstuffs, and Red Seal. Partnerships include product donations, funding, and volunteering.
3. Fundraising Campaigns: Community fundraising initiatives including PJ Project collections, Christmas Joy Store toy drives, Giving Trees at businesses, and food drives. Includes corporate matching programmes.
4. Wear Kindness Merchandise: Collaborative clothing and apparel partnerships with designers and brands. Proceeds from sale of limited-edition tees, pajamas, and bags directly support programmes.

Pricing tiers

Distribution channels5 records

Marketing channels6 records

Core offering

Kindness Collective Foundation is a New Zealand nationwide charity that delivers practical support to children and families experiencing hardship through six core programmes: Everyday Essentials (food bank and household essentials), The PJ Project (winter pyjamas for children), Christmas Joy Store (social toy store for Christmas gifts), Kindness Cup (school-based kindness education), Manaaki Ora/Winter Wellness (wraparound winter support including healthcare and energy subsidies), and Build Projects (community gardens, playgrounds and shared spaces). The charity distributes goods and services directly via its Auckland community hub and through 287 community partner organizations across 98 cities and towns.

Product overview

Kindness Collective Foundation is a nationwide New Zealand charity operating as a single unified charitable organization rather than a platform-plus-modules architecture. The organization delivers six core community support programmes: Everyday Essentials (food bank and essential supplies), The PJ Project (winter pyjamas for children), Christmas Joy Store (social toy store for families in need), Kindness Cup (school-based kindness education programme), Manaaki Ora/Winter Wellness (wraparound winter support), and Build Projects (community construction). Additional sub-programmes include Moments of Joy, Manaaki Meals (recipe resources), and Wraparound Support services. The organization partners with 287+ community organizations across 98 cities and towns in 16 regions of New Zealand, supporting over 130,000 people annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Everyday Essentials A support programme providing food bank items, toiletries, clothing, pyjamas, blankets, baby items and household essentials to families in need, accessed via referrals from 287+ community partner organisations across New Zealand.
• The PJ Project A nationwide pyjama programme providing warm winter pyjamas to children in need through partnerships with over 300 community organisations across 97 cities, towns and islands in New Zealand.
• Christmas Joy Store New Zealand's first social toy store providing the dignity of choice by inviting referred parents and caregivers to choose Christmas gifts and treats for their children for free, operating annually across 91 cities and towns.
• Kindness Cup A school-based education programme that recognises, fosters and rewards kindness in children through awards, workshops, LEGO activities and events in schools, available to schools with higher equity needs (decile 6 and under).
• Manaaki Ora (Winter Wellness) A wraparound support programme providing warmth, nutrition, healthcare and energy support for families facing difficult winters, combining food, GP appointments, subsidised energy payments and winter essentials.
• Build Projects A community construction programme building vegetable gardens, community hubs, playgrounds, basketball courts and school gardens, with 60 projects completed across Aotearoa in partnership with Mitre 10.
• Wear Kindness A clothing and apparel line created in collaboration with New Zealand designers and artists, with proceeds supporting Kindness Collective programmes.
• Moments of Joy A programme providing moments of joy for children affected by poverty, hardship, disability or illness through gifts, birthday cakes, events, parties, vouchers and experiences.
• Manaaki Meals A budget-friendly recipe collection providing families with nutritious recipes, recipe cards and ingredients to feed their families well without stretching the wallet.
• Wraparound Support A comprehensive support service combining all programmes to support children in school, early learning and women's refuge communities, including essentials access, moments of joy, social services connections, gardens, kai support and LEGO/learning resources.

Quantifiable outcome

• 83% of Manaaki Ora participants reported improved wellbeing including physical and mental health and greater financial stability
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and supporting.

• The Warehouse GroupcoreStrategic or Co-development PartnerNational charity partner since 2023. Supports community hub funding for food bank, winter warmth bank, toiletries, baby essentials, clothing, blankets, toys, books and art supplies. Mega Toy Drive delivered $105,000 worth of toys to 88 kōhanga reo, kindys and whānau services. PJ Project partner delivering 25,800 pairs of pajamas to 68 regions in 2024. 'Be the Joy' Christmas campaign raising funds for four charities.
• LEGO Group / LEGO FoundationcoreStrategic or Co-development PartnerNew Zealand charity partner of The LEGO Group, supported by The LEGO Foundation. Provides over 30,000 children with LEGO bricks annually. Powers Kindness Cup education programme with LEGO sets, resources and events. Build the Change events for schools. LEGO available at Christmas Joy Store. Everyday Essentials programme supported with bricks for hospitals and community.
• Mitre 10coreStrategic or Co-development PartnerPartner to build meaningful spaces (community gardens, school gardens, outdoor play equipment). Built 39 projects over three years. Mitre 10 Helping Hands programme. Toy collections at participating stores for Christmas. Named Mitre 10 Community of the Year 2023 at New Zealander of the Year Awards.
• TegelcoreStrategic or Co-development PartnerWeekly deliveries of 400-700 Tegel products for food boxes to families in need across Auckland. Supports 33,000 families annually. Funds community hub operations. Supports weekly community events feeding 8,500 people per year. Provides chicken for Police freezers and Victim Support in South Auckland. Charity Golf Days raised over $150,000.
• NESCAFÉ ClassiccoreStrategic or Co-development PartnerSupports Everyday Essentials programme with NESCAFÉ Classic in food boxes for 3,000 families weekly. 7,000 families receive NESCAFÉ Classic through programme. Coffee included in Christmas Joy Store Food Market for 2,000 parents/caregivers. Supports community events, breakfasts, supper clubs and coffee groups.
• Foodstuffs North IslandcoreStrategic or Co-development Partner100% Kiwi-owned co-operative contributing to Everyday Essentials and Manaaki Ora programmes. Provides 48,000 meals to 4,000 whānau annually. Supports Christmas Joy Store Food Market. Contributors of New World, PAK'nSAVE and Four Square stores supporting families across North Island.
• Red SealsupportingStrategic or Co-development PartnerLong-time supporter of Everyday Essentials programme supplying thousands of tubes of toothpaste. Provides tea packs to Christmas Joy Store and Everyday Essentials. Endeavour Consumer Health team volunteers with PJ Project and Christmas Joy Store. New project launching in early 2026.
• CadburysupportingStrategic or Co-development PartnerDonates treats for Christmas Joy Store food boxes. Supports Christmas gift programmes with chocolate and confectionery donations for families in need.
• Juliette HogansupportingGTM or Marketing PartnerDesigner collaborator for Wear Kindness campaign 2024. Created limited-edition tee design as part of five-artist collaboration to raise funds for Kindness Collective programmes.
• Kiri NathansupportingGTM or Marketing PartnerMāori artist collaborator for Wear Kindness campaigns 2022 and 2024. Created tee shirt designs sold to raise money for Christmas Joy Store and ongoing campaigns.
• PostiesupportingGTM or Marketing PartnerPartnership in April 2023 to design and produce limited edition pajamas sold online and in stores. Sold 11,000 pairs in 7 weeks raising over $50,000 for PJ Project.
• Nau Mai RācoreStrategic or Co-development PartnerPartner in Manaaki Ora winter wellness programme. Provides subsidised energy payments through pay-it-forward model and Whānau Fund. Supports families to stay warm, safe and healthy at home during winter.
• Tend HealthcoreStrategic or Co-development PartnerPartner in Manaaki Ora programme providing free online GP appointments for all household members of participating families throughout programme duration. Removes cost and wait-time barriers to healthcare.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lifewise: Auckland-based charity supporting people experiencing homelessness, disability, and social exclusion with housing, food, and community services. Comparable wraparound social services model.
• Auckland City Mission: Auckland-based social services charity providing food parcels, housing support, and wraparound services to families in hardship. Comparable in direct service delivery model and beneficiary focus.
• KidsCan: NZ charity providing food, clothing, and health products to children in low-decile schools. Directly comparable in mission, beneficiary base, and corporate partnership model.
• Foodbank New Zealand: National food rescue and redistribution charity supplying food banks across NZ. Directly comparable food security mission and corporate food partner model (Foodstuffs, Tegel).
• City Mission Wellington: Wellington-based social services charity providing food, housing, and family support. Comparable referral-based service delivery model with regional coordinator footprint.
• Bellyful: NZ charity delivering meals to families with newborn babies or experiencing serious illness or hardship. Comparable volunteer-driven food delivery model for vulnerable families.
• Variety – the Children's Charity NZ: NZ charity focused on children with financial hardship, illness, or disability, providing grants, Christmas appeals, and wish-granting. Comparable in child-focused welfare mission.

Broad incumbents

• Barnardos New Zealand: Large NZ child and family welfare charity providing early childhood, family support, and community services. Comparable in child welfare mission and referral-based delivery model.
• Salvation Army New Zealand: Large established NZ charitable organisation providing food banks, social services, and community support. Overlaps substantially with Kindness Collective's Everyday Essentials and Christmas programmes.

Others

• The Warehouse Group (charity partnerships): Both a corporate partner and operational peer through its national charity and community programmes (Mega Toy Drive, 'Be the Joy' campaign). Relevant as a national-scale NZ retail-driven community impact vehicle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kindnesscollectivefoundation
• LinkedInlinkedin.com/company/kindnesscollectivefoundation
• Instagraminstagram.com/kindnesscollectivefoundation
• TikToktiktok.com/@kindnesscollectivenz

Revenue estimate

Valuation estimate

Number of profiles

Profiles28 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 Kindness Collective Foundation