Vision & mission

Novamedia is a social enterprise, bringing together public interest and personal interest for a better world. We are the biggest global community, doing good and having fun at the same time.



We believe the world is better off with strong social organisations.




We raise funds for social organisations, increase awareness of their work and support new initiatives.




We operate Postcode Lotteries to raise funds for social organisations and good causes. And make good citizenship fun.



How we contribute to our mission

Novamedia/Postcode Lottery Group raises structural funds and awareness for good causes in the fields of culture, nature, climate, health, social cohesion, human rights and development cooperation. We search for investment opportunities that match our expertise and contribute to our mission.

Novamedia is a reliable and loyal financing partner. We understand how important long-term, flexible funding is, and that promoting the good work of charities is crucial in helping them achieve a better world. From experience, we know that a lot of the energy of these organisations goes into raising funds.

However, there can be a lack of financial acumen when it comes to organising fundraising effectively. For this purpose, Novamedia sets up Postcode Lotteries worldwide to provide financial support. These lotteries also raise awareness of the work of charities through television, print and internet.


Novamedia's funding philosophy


Charities can use the unrestricted lottery contribution where they consider it the most effective and impactful, that's the starting point of Novamedia's funding philosophy. The goal is a fairer, greener world in which everyone can participate.

The funding philosophy, which Novamedia has been applying for more than thirty years, is based on a positive approach. We fund organisations that meet our criteria on the basis of trust, for the long term and without restrictions. They are assessed carefully and regularly.

Novamedia CEO Sigrid van Aken attaches great importance to ‘courageous funding’. “We fund with a firm dose of courage, because risks are part and parcel of serious ambitions,” she explains in a video about the importance of unrestricted, long-term financing.

Read more about our funding philosophy in our story here.

Read the vision document 'Our funding philosophy, Playing for a better world' here.


Our 4 core values

Courageous, Fun, Sharing and Sustainable

Our core values are important in our daily business. They drive our decisions, how we behave, how we communicate, and ultimately how we are perceived. Using our core values in daily thinking and actions generates creativity and entrepreneurship. And it bonds us across departments and countries.




We have the courage to act outside established frameworks. We come up with solutions others haven’t yet thought of or tried. We put our weight behind charities and NGOs that  show that same courage.




Obviously the players enjoy the games and win great prizes. We enjoy our jobs as well. Through the social organisations, we can  make a meaningful contribution to society by supporting both people and the planet.




Winners share prizes with neighbours. Charities we support always ‘win’ by sharing in the lotteries’ net contributions and, in turn, sharing them with their own beneficiaries. Internally, we share our knowledge and skills with each other. In everything we do, we try to benefit the planet that we all share together. 




We support the global process towards sustainability. 

We strive to make sustainable choices wherever we can, through our personal actions and our Lottery operations, working with sustainable partners, and making charitable contributions. 


Good Operations

As a social enterprise in heart and soul, we also aim to run our own operations as sustainably and inclusively as possible. The Good Operations (GO) agenda directs our efforts towards achieving this goal.

Although there is an international GO team, led by Novamedia’s Director of International Affairs and made up of representatives from each country, the local managing directors set their own GO targets, in close cooperation with Novamedia. The GO agenda is applied within the framework of each lottery’s operations and adapted to circumstances in the individual countries.

The Good Operations agenda

Based on our vision, mission and core values and formulated in dialogue with our stakeholders, the GO agenda focuses on five ambitions:

  1. Being a great place for people to work and meet
  2. Maximising the positive impact of our funds
  3. Engaging in customer-focused campaigning
  4. Achieving leadership in responsible value chains
  5. Operating with integrity
Reducing CO2 emissions

We want our lotteries to operate climate-neutrally, and we cut CO2 emissions wherever we can. In 2019 the Dutch Postcode Lottery reduced its emissions by 18% compared to the previous year, and Svenska Postkodlotteriet by 15%. In the Netherlands, we fully offset emissions we are unable to prevent (despite our best efforts) by planting trees and investing in clean cookstove projects.

Offices in Sweden and the Netherlands only use FSC paper. The People’s Postcode Lottery office runs on 100% renewable electricity. Deutsche Postcode Lotterie and Nationale Postcode Loterij both provide free public transport for employees.


We want Novamedia to be inclusive and act inclusively, not only towards employees but also towards customers and suppliers. Everyone is welcome regardless of nationality, background, age, religion or sexual orientation. We want our employees to feel free to be themselves in an atmosphere of openness, equality and respect.

We aim for gender balance in our workforce and our senior management teams and for equal pay for men and women. In 2019 our Executive Board consisted of two women and one man, our Supervisory Board comprised three women and three men.

How we live our mission

Resilient societies and people form the basis for further development and growth.


Only by conserving and protecting the earth’s resources and ecosystems can we ensure a sustainable and fair use of our natural resources.


We organise our Postcode Lotteries in a responsible way and communicate in an open and balanced manner, providing stakeholders with an unbiased picture of our performance and societal impact.