Client Results / Social Causes / KidsCan Case Study

Unlocking $2.7M for purpose-led partnerships

Project Type
Participation asset valuation

Client
KidsCan

The Challenge

KidsCan wanted to understand the true market value of their partnership assets.

As a purpose-led organisation, they want partners who share their values, but they also needed a credible, data-driven way to show what those partnerships are worth in the commercial market.

Understanding the value their brand brings to potential partners, and being able to communicate it with clarity, confidence and evidence was critical.

The Solution

Honoco provided an independent and data-backed valuation of KidsCan’s partnership tiers using our Asset Valuation Market View methodology.

We analysed real benchmark rates across the partnerships market, focusing on two measures:

Contract fee

  • What comparable partners pay for similar assets. 

Value-driving metric

  • For charities, this was based on non-exchange transactions from the NZ Charity Register, giving a consistent measure of reach and engagement. By plotting comparable assets against these two measures, we created a market view that showed what level of partnership fee each KidsCan asset could confidently command.

We also broke down partnership value across three key benefit categories:

Branding

  • Intangible exposure, including logo presence, digital integration, and media visibility

IP & Association

  • The credibility and reputation gained from official designations and category exclusivity

Commercial benefits

  • Tangible activations like digital ads, ambassador access, or eDMs that drive measurable outcomes

This detailed breakdown gave KidsCan and their partners a clear view of how value is distributed, and how it can flex depending on partner motivations.

The Outcome

Our work supported KidsCan to attract $2.7M in sponsorship revenue and they now have a robust, independent valuation framework that balances purpose with commercial clarity.

We delivered:

  • Market benchmark valuations across five partnership tiers - from principal to programme partners

  • A transparent breakdown of value across branding, association, and commercial benefits

  • Ratios and insights showing how value shifts depending on partner type and investment level

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