PUBLISHED SEPTEMBER 2026
Manaaki and meaning: matching value and values in your client gifts
What does the spirit of Christmas mean to your business? Manaakitanga – care for others – is a concept that’s special in New Zealand and something many Kiwi businesses embrace as the year ends. Christmas is a chance for organisations to show gratitude and acknowledgement in a meaningful way. It also comes at one of the busiest times and organising gifts often falls to the busiest people in the team.
Ensuring everything comes together – from value to your own values doesn’t need to be an overwhelming task when the intent remains the focus.
A gift that is full of ‘feel good’ and leaves a legacy far beyond the season is what impact giving can offer.
Count the hidden costs of corporate Christmas gifts
The invisible work is only one part of what Christmas gifting costs a business. There’s also time needed for sourcing, courier fees and follow-up when an item arrives late or damaged. The true cost climbs well past the gift price without reflecting in the perceived value.
- [Gift selection
- [Check addresses and update database
- [Quotes and approvals
- [Purchasing gifts and packaging
- [Sorting, personalisation, writing cards
- [Packing, dispatch and logistics
What does your $100 Christmas gift really cost?
Add delivery, presentation, address management, staff time and distribution, and the real cost can be considerably higher than the price on the gift itself. The example below shows a rough tally for 100 gifts at $100 each in the New Zealand context. The hidden cost in this particular example is about 19–35% on top of the $10,000 gift purchase itself.
| FOR 100 RECIPIENTS | |
| Gifts | $10,000 |
| Courier/freight at $8.90–$16.20 each | $890–$1,620 |
| Gift box + protective outer at $5.70–$12.60 | $570–$1,260 |
| Staff administration 16–17 staff hours at $25–$36/hour | $420–$600 |
| Indicative additional cost | $1,880–$3,480 |
Ask whether your corporate gifts create real value
It can also be hard to choose one gift that suits every recipient. People have preferences, dietary needs, alcohol policies and unused items can all complicate the gesture. Branded options can quickly accumulate, sometimes becoming more of a burden than a treat. In fact, globally, some research suggests almost 40% of corporate gifts go to landfill — an awkward contradiction for businesses working to reduce their environmental impact. Here in New Zealand, one service found $17,669, 515 in corporate surplus in just a single year!
Fortunately, there’s an alternative to corporate swag in impact giving.
Recognise what corporate gift-giving aims to achieve
The kaupapa of gift-giving truly matters; for most businesses, gifting is a unique opportunity to acknowledge important relationships. Outside the daily demands of delivering quality products and services, corporate gifts make people the priority. It’s a chance to:
- thank those who matter to your organisation
- strengthen key relationships
- show appreciation
- demonstrate your company values
- create genuine goodwill.
This is a lot for any gift to achieve, especially a consumer item with branding stamped all over it. A gift that unlocks potential and has a greater purpose is worth consideration.
Choose meaningful corporate Christmas gifts that reflect your values
If your real objective is appreciation, connection and demonstrating your values, perhaps your gift doesn’t need to be a traditional branded set, bottle of wine or hamper — or even something physical at all. Wouldn’t it great if you could share true Christmas spirit while also creating a positive impact that lasts well beyond the festive season?
That’s the space we’re exploring at First Foundation. In the NZ Corporate Christmas Gifting Survey, we’re looking into what Christmas gifting really means for New Zealand businesses: what are its costs and benefits, not just in dollars, but also in time and impact.
Explore an alternative to traditional corporate Christmas gifts
We’re asking if your Christmas gifts could still say thank you to your clients and your team‚ while also opening a door that might otherwise stay closed for a young person.
This is not about finding a new charitable budget. It is about redirecting some or all of the budget already set aside for Christmas gifting.
The gesture can still thank the people you value. The difference is what that budget can make possible well beyond Christmas.
Turn a seasonal expense into an investment in education and opportunity
First Foundation helps ambitious young New Zealanders overcome financial and network barriers to tertiary study and employment.
Tayshon Yates, 2023 Chung Cheng Trust Scholar
The rangatahi our scholarships support come from families where indulgent gifts are out of reach; but that doesn’t mean their dreams should be.
Every year, we receive hundreds of applications from hopeful students, and those that make the shortlist are all extraordinary. Their aspirations aren’t just to be given a hand up to reach university, but also to ensure their hard work benefits their families and communities. As one of our scholars recently told us following a leadership session, “I was reminded that innovation is not born from the dream, but from the struggle. True fulfilment comes from serving others” – Tayshon Yates, 2023 Chung Cheng Trust Scholar, pictured above.
We’re humbled by their drive to contribute, and it’s a reminder that any help we give them is passed forward tenfold. Karunikah Pere-Walker is just one example – like most of our scholars, she’s the first in her whānau to pursue a degree.
“None of my family members has attended university, and the transition between high school and university is something I am completely oblivious to,” she wrote when she first applied. First Foundation Scholarships combine financial support, mentoring and exposure to the world of work. Most importantly, they wrap around a student and their dreams, ensuring they can reach their potential. The value is immeasurable.
“I’m so grateful for this opportunity and can’t wait to continue my journey of learning,” Karunikaha says.
Karunikah Pere-Walker, 2021 WSP New Zealand Scholar studying a Masters of Interior Architecture
Your organisation can contribute towards this support through its existing Christmas gifting budget. Rather than finding new funds you could redirect part or all of the existing Christmas gifting budget towards lasting opportunity.
You’d be reducing the workload and the risk of your gift being simply an expense that’s forgotten by January. Instead, you could give your clients a chance to be part of a life-changing opportunity for a talented young New Zealander.
Tell your clients what you have chosen to do
Choosing a scholarship contribution does not mean losing the chance to thank your clients. It gives you a meaningful story to share.
You can let clients know that, instead of sending a physical gift, your organisation has chosen to support ambitious rangatahi through First Foundation. You could invite your clients into a four-year journey — following a Scholar’s progress as they overcome challenges, navigate barriers, grow in confidence and ultimately graduate ready to take on what comes next.
First Foundation can provide simple client-facing wording to help you communicate the decision clearly. Example in the card pictured below.
Your branded card could feature a Scholar supported by your contribution – like Shalia Kelekolio who is currently studying towards a Bachelor of Teaching at the University of Otago.
Take the NZ Corporate Christmas Gifting survey
Consider what your Christmas gift budget could achieve
Before you place the order, take a moment to consider what that budget could achieve instead.
This Christmas, instead of sending gifts, you could help give a young New Zealander access to financial support, mentoring and the world of work‚ a gift that keeps opening doors long after the season is over.
Any contribution can help support First Foundation’s scholarship programme. Talk to First Foundation (silvana.fares@firstfoundation.org.nz) about your Christmas gifting budget.
Do you know someone who needs to see this article? Share it using the social buttons!
Frequently asked questions
Why is First Foundation gathering data about corporate Christmas giving and how will it be used?
First Foundation want to better understand how New Zealand organisations approach corporate Christmas gifting — what they spend, what they give and what matters most when making those decisions. The findings will help First Foundation understand the potential for more meaningful forms of Christmas giving and shape how we support organisations interested in creating social impact through their gifting budgets.
We also hope to share useful insights from the research to help participating businesses understand wider corporate gifting trends and consider what meaningful Christmas giving could look like for their own organisation.
Why choose an impact gift instead of corporate merchandise?
Impact giving gets right to the heart of the Christmas spirit; it makes a difference. It can also reduce waste as well as administration, sourcing and delivery costs. Most importantly, it connects your organisation’s Christmas message with a lasting opportunity for a young person.
Can our usual Christmas gift budget support First Foundation?
Can our organisation contribute any amount?
Yes. Every contribution can support First Foundation’s scholarship programme. Get in touch to discuss a contribution that reflects your budget, values and wider community goals.
Do we need to have a charitable budget?
No. Many organisations use funds already allocated for corporate Christmas gifts. You can choose a contribution that suits your budget and gifting plans.
Can we still thank our clients?
Yes. Supporting a scholarship can become a meaningful client acknowledgement. First Foundation can provide clear wording for an email, card or message. It can explain that your organisation has chosen to invest in education and opportunity instead of sending a physical gift. And future communications can keep them up to date on the progress of a scholar your gift has helped support.
Will our clients appreciate an impact gift instead of something for themselves?
Often, yes. A thoughtful gift does not have to be something physical to feel generous. Many people value being included in something meaningful, especially when they can see the difference their gift is helping to make.
Rather than receiving something that is quickly consumed or forgotten, your clients can become part of a longer story — following the progress of a young person as they navigate university, overcome challenges and build towards their future. Sharing those milestones over time can make the gift feel more personal, memorable and connected to your organisation’s values.
Who do First Foundation scholarships support?
First Foundation supports academically capable students from Year 12 to make the transition to university and in their degrees. Many face financial barriers and lack networks that make university feel accessible. More than 80% of scholars are also the first in their whānau to attend university.
What does a First Foundation scholarship provide?
Can First Foundation help us communicate our decision?
Yes. First Foundation can provide client-facing wording to explain your choice. This helps your organisation share the scholar’s story with clients, staff and stakeholders in a clear and respectful way.
How can we learn more about corporate Christmas impact giving?
Talk with First Foundation about your Christmas gifting budget and the kind of contribution you would like to make. You can also complete the NZ Corporate Christmas Gifting Survey to share your experience and get insights into wider corporate gifting trends in New Zealand.
