Target groups

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

• Businesses: The businesslike approach and concrete feedback are key reasons why businesses choose Net4kids. Our donation model allows social responsibility to become a real part of the corporate strategy, and employees, customers and other interested parties can be closely involved in defining the company's charity policy. Net4kids can help businesses with the entire process, from strategy to implementation. Integration into daily policy is a standard part of discussions about fundraising. By discussing company objectives and the meaning businesses give to corporate social responsibility, we can come to a suitable support package together. How can companies let their support work in their benefit? We can help them. 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: Our proposition is 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 2006) has shown that about 18% of the working population fits these criteria.
• Children: 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 personalised microsite and fundraising suggestions. Schools currently only represent a very small group, which is not identified as a separate category in the rest of the reports.