Fundraising evaluation
2012 was a successful year in terms of fundraising. As a result of increased collaboration with governments and other NGO’s, War Child realised growth in income from government grants and third parties. Also fundraising from individual donors and corporate sponsors was successful. A total growth in income of 21% from 2011 was realised, within the planned cost, as the table below shows.
| | Plan 2012 | Realised 2012 | Realised 2011 | Growth | % of total income |
| 2011 vs. 2012 |
| | | | | | |
| Individual donors | € 7,843,686 | € 8,419,193 | € 7,837,368 | 7% | 37% |
| Corporate sponsors | € 1,276,000 | € 1,512,087 | € 1,320,443 | 15% | 7% |
| Foundations own fundraising | € 650,000 | € 666,350 | € 584,549 | 14% | 3% |
| Actions by individuals and companies | € 1,470,314 | € 1,103,252 | € 888,868 | 24% | 5% |
| Other groups (schools, churches, etc.) | € 526,000 | € 57,740 | € 76,530 | -25% | 0% |
| Legacies | € 200,000 | € 608,745 | € 543,040 | 12% | 3% |
| Subtotal own fundraising | € 11,966,000 | € 12,367,366 | € 11,250,798 | 10% | 55% |
| Dutch Postcode Lottery (NPL) | € 1,400,000 | € 1,350,000 | € 1,400,000 | -4% | 6% |
| Share in activities in third parties excl NPL* | € 2,676,700 | € 1,775,490 | € 369,186 | 381% | 8% |
| Governmental grants* | € 5,944,961 | € 7,140,609 | € 5,442,685 | 31% | 31% |
| Other non-fundraising income | | € 48,806 | € 82,922 | -41% | 0% |
| Total | € 21,987,661 | € 22,682,272 | € 18,545,591 | 22% | 100% |
* Funds received from EU and ECHO have been reclassified from Third Parties to Government Grants.
The Global Fundraising Policy has benefited War Child as it provides a clear framework for earmarked and grant fundraising. Management information on this type of fundraising is now more easily available, allowing for better planning and more effective fundraising. At the same time, it has shown the need to increase War Child’s capacity in working with earmarked fundraising in all our fundraising segments.
In terms of organisation, the Marketing Communications and Fundraising department was restructured to improve focus on fundraising on one hand, and to create room for communication support to international stakeholders on the other hand.
538 for War Child
In 2011 a unique partnership between 538, a large national radio broadcasting station in the Netherlands, and War Child started. With big trucks (carry radio broadcast equipment, a mobile stage and a Microsoft game studio), Radio 538 visited 8 cities in 8 days. Disk jockeys urge the audience to show their talent and raise money for War Child’s activities. In 2012, education for children affected by war was the central theme. In total, nearly 73,000 children could participate in the programmes of War Child due to this unique fundraising event. The main improvement made in 2012 was an extension of the broadcasting time in one municipality from 8 to 24 hours. This made it easier to actively involve individuals, clubs and companies in the participating municipalities.
Income from the ‘538 for War Child’ event grew by 15% in comparison to the 2011 pilot initiative (from €648,000 to € 744,000). Still, the amount raised was lower than expected because a planned live broadcast of the final event on national television didn't take place. Also, a pilot to sell merchandise didn’t have the expected result. Next year we will outsource the merchandise. A result of € 875,000 euro was pledged, but € 131,000 of that amount couldn't be collected. For example, from a promised donation of € 50,000, the amount of € 10,000 was actually received because the donor was involved in a debt repayment process and was unable to pay the pledged amount fully. A lesson learned is to be stricter in registering promised donations.
Lessons learned
In 2013 the fundraising period will start three months before the actual event week to benefit from early planning. This way more individuals and companies can become involved at an earlier stage resulting in better deals and higher income.
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