Target groups

Originally founded for and by private individuals, Net4kids now explicitly differentiates three specific target markets, with a specific proposition for each one:

• Companies: the corporate business model, offered involvement and transparency are key factors in a company’s decision to support Net4kids. Thanks to internet and strong CRM system, Net4kids offers companies a clear proposition that addresses their social involvement as part of Corporate Social Responsibility. It leaves room for employees, customers and other interested parties to get personally involved in the definition of the charity of choice, thanks to the elements of free choice of project and a personalized online reporting environment. Net4kids can support businesses every step of the way: from strategy to platform and implementation of ‘corporate philanthropy’. Within the group of larger Small & Medium Sized Enterprises, Net4kids is focused on those companies where a personal approach and transparency are key features, and companies that are open to new technologies.
• Private individuals: Net4kids aims to involve those people who would like to see their aid result in concrete effects, and want to be actively involved in the process. The majority of this group is highly educated, and likes to be involved in what goes on in the world. Via the unique donation model, Net4kids offers them an alternative to traditional charities. Research into mentality and lifestyle (Motivaction) has shown that about 18% of the working population fits these criteria.
• Schools: Net4kids aims to give less fortunate children a good future. We explicitly involve the children in this process. Many donors make the choice for a project as a family, and use the reports to expand their own children’s view of the world. The ability to use the internet to bridge the gap between children here and children being helped means that Net4kids has an interesting proposition for schools as well. Due to the limited means and personnel at this stage, Net4kids primarily focuses on schools that can take on projects in a more or less independent fashion. Net4kids provides internet support via a personalized microsite and fundraising suggestions. Schools currently only represent a very small group. In 2006, the OSB school and the European School in Bergen collected funds. Thanks to the dedication of students, parents and teachers, they collected a total of € 3,072 in 2006. With only two schools participating, schools are not mentioned as a separate category in the rest of the report.