Publications
Almost all (95%) of our printed publications were developed and produced with full sponsorship. War Child uses storytelling in all our means and events to communicate the impact of war on children and War Child’s response to it. The participation of children and a creative approach are key to our work in the field as well as in our communication strategy.
Online
- Warchild.nl did well in 2012. Fewer pages were needed to convert reader into donors.
- 538voorwarchild.nl doubled its traffic compared to 2011, which proves that this event is on the rise.
- Warchildschoolmusical.nl couldn’t repeat the success it enjoyed in 2011, but the site was used intensively by those who visited.
- Poweroffriendship.warchild.nl did well in January when the project was running. The rest of the year there was no traffic on this website.
- Ikvoorwarchild.nl ran until August 2012. After that, traffic was residual.
Overall for all the websites, we lost 20% in unique visitors and page views in 2012. But conversions went up. So less people donated more. The loss in unique visitors and page views was due to two sites with incidental and uncanny success in 2011, poweroffriendship.warchild.nl and warchildschoolmusical.nl. The ‘long run’ websites warchild.nl and 538voorwarchild.nl realised expected growth.
The overall goal started in 2010 to double traffic, use and conversions within 5 years is still on track. We are up 30% overall on visitors and traffic. In 2013 www.warchildholland.org, www.warchild.org and www.kids4warchild.nl will be redesigned. It is to be expected that they will start growing in the 2013-2015 period.
Social media results are mentioned in Dialogue and involvement.
| Websites | Unique visitors | Page views | Planned vs. realised (UV) | Target group |
| | | | | |
| www.warchild.nl | 342038 | 1269641 | 10% | Constituency,those interested in War Child |
| www.kidsforwarchild.nl | 34498 | 131732 | -13% | Children 7-12 years old, teachers |
| www.warchildholland.org | 31699 | 116151 | -31% | International constituency, those interested in War Child |
| www.warchild.org | 136224 | 297383 | -14% | International constituency, those interested in War Child |
| www.annualreportwarchild.org | 5952 | 27062 | 32% | Constituency, official institutions, development cooperation sector, journalists, donors, partner organisations, embassies, those interested in War Child |
| www.warchildschoolmusical.nl | 20228 | 66997 | -84% | Children 7-12 years old, teachers |
| www.538voorwarchild.nl | 190202 | 908503 | 51% | Constituency of Radio 538 |
| www.poweroffriendship.warchild.nl | 10875 | 23611 | -93% | Constituency, those interested in War Child |
| www.ikvoorwarchild.nl | 10247 | 33821 | -63% | Constituency, those willing to organise an action for War Child |
In 2012 we published our regular printed and online newsletters as planned. Other external publications were: a report on Syria (joint publication with War Child UK), a report on DR Congo and Willemijn Verloop’s public lecture at Tilburg University. She held the Max van der Stoel lecture on International Human Rights day with the title: ‘A blanket doesn’t cover the impact of war’, about the shortage of psychosocial support in emergency situations.
| Means | Frequency | Circulation | Planned vs. realised | Target group |
| | | | | |
| Printed newsletter | 3 | February: 67,758 (Result mailing) June: 86666 (Summarized annual report) September: 84,334 (Peace of Paper) December: 82,545 (Gift mailing) Total reach: 321,303 | On target | Constituency: Friends, Donors, Companies, Media, relations and other NGOs |
| Digital newsletters and news flashes | 8 | 505783 | On target | Constituency (see above) |
| Syria: a war on childhood | 41153 | Media attention in print: BN DESTEM, Brabants Dagblad, Friesch Dagblad, Het Parool, Leeuwarder Courant, Nederlands-Dagblad, Reformatorisch Dagblad. Total reach 1,415,000 Media attention on radio and television: Knevel en van den Brink, NOS 8 uur-Journaal, Nieuwsuur, Jeugdjournaal. Total reach 2,784,000 | As planned | Advocacy target: governments and specialists. Media target: general Dutch and international public |
| DR Congo: lost childhood | 41214 | Online attention 4,304,000 viewers. Media attention in: NRC.next + Reformatorisch Dagblad. Total reach 427,000 | Less national quality news papers / programmes than planned | Advocacy target: governments and specialists. Media target: general Dutch and international public |
| Lecture: ‘A blanket doesn’t cover the impact of war.’ | 41244 | http://www.warchild.nl/nieuws/psychosociale-zorg-onderbelicht-hulp-aan-oorlogskinderen 29 visitors | Direct audience as planned, | Specialists interested in psychosocial support and effects of armed conflict |
| | | Direct audience: about 80 specialists on the topic Media attention in print Friesch Dagblad, Nederlands Dagblad, Reformatorisch Dagblad Total reach 278,000 | Media goal of at least one quality publication not reached | |
Added to My report
add to My report