Business Plan

GIVIT Kids is a website that aims to provide a safe environment for children to give to other children. Although kids and teens make up the primary target market, teachers and parents will be targeted as facilitators for this program. Since the industry is attractive, with very few direct competitors, GIVIT Kids has the potential to become the charity of choice for kids, teens, parents and teachers. An online strategy using platforms such as Facebook, Twitter, YouTube, Instagram and blogs is cheap and effective if leveraged properly. It can help to grow the user base and increase donations with the help of campaigns such as Back to School, Easter Themed Giving, The Giving Tree and Sharing is Giving. Dashboards and contingency plans are also necessary in case something changes or goes wrong.

2. The Product Idea

Interest in philanthropy is growing (AEGN, 2012) as, according to the Credit Suisse Global Wealth Report, Australia now has more wealthy people than ever before (Credit Suisse, 2011). The Good Times and Philanthropy: Giving by Australia's Affluent report has shown that, despite the growing interest, there is still a long way to go. While wealthy Americans allocate 3.8 % of their income to charities, Australians give less than 0.5% (Madden & Scaife, 2008). Philanthropy is, however, more than just giving money. Donating items of need, and teaching* and volunteering are also considered as philanthropy (Philanthropy Australia, 2012).

Since experiences of philanthropy by children is said to lead to altruistic behaviour in adults (e.g., Hart, Donnelly, Youniss, & Atkins, 2007; Metz, McLellan, & Youniss, 2003 in Knowles and White), exposing children to and building positive experiences of giving is important to increase philanthropic behaviour in Australia. Morseberger (1997) believes that the best way to "grow givers" is to make them aware of problems in their communities. This will help them learn how they can make a difference as an individual. Bentley and Nissan (1996) add that learning is enhanced when children are given the opportunity to partake in giving activities.