Marketing and fundraising

War Child needs a structural income to ensure continuity in its programmes for children in conflict-affected areas. We receive support from institutions and thousands of people, who support us as individuals or as part of a company, school, club, church, or any other type of organisation. Fundraising at both the individual and institutional levels requires a good reputation, clear positioning, adequate visibility, and the development of long-term relationships with those who supports us.

Our goal in 2013 was a total fundraising income of € 20.5 million, by:

• Increasing our focus on specific segments, for example, on institutional fundraising and third party events.

Result: the focus on specific segments resulted in higher income from those segments and in a more balanced income.

• Implementing a large integrated fundraising campaign targeting several segments through common fundraising activities.

Result: the ‘538 Action Week’ was a large integrated fundraising campaign that incorporated War Child’s corporate accounts, events by others, Kids & Schools and individual donors fundraising teams, who worked together to raise as much money as possible in one period, using one theme, in one campaign.

• Converting an innovative fundraising idea into a concrete project that generates fundraising income.

Result: Two innovative fundraising ideas were converted into concrete projects. The projects will be implemented in 2014, and thus did not generate fundraising income in 2013.

• Improving our relationship with a diverse variety of donors and supporters.

Result: through better account management and the organisation of three successful Friends meetings and several Business Friends meetings, we have improved our relationship with many different kinds of supporters. We received fewer complaints from supporters in 2013 than in previous years.

• Not spending more than 15 percent of our fundraising income on fundraising activities.

Result: we spent a percentage of 18.7% of our fundraising income on fundraising activities, which is not in line with our target, but far below the required 25% for the CBF hallmark.

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