New strategy and approaches

In 2016 a new Marketing, Communications and Fundraising strategy was finalised to guide our positioning and activities over the coming years - both in the Netherlands and internationally.

The goal of this strategy is to create a global movement for peaceful futures for children affected by war and conflict. This will see us assert our expert credentials and work to inspire increasing numbers of people and organisations to participate in our mission for conflict-affected children - in any way they can.

In 2017 we began to implement this new strategy by testing new activities to mobilise potential donors via exclusive events, actions and campaigns. We continued to examine ways in which we could give music a central role in our fundraising activities - since music not only moves people but also reflects the creative methods we use in our programmes.

The year also saw us examine new methods to increase our base of monthly structural donors - and become less reliant on door-to-door fundraising. Work on this will continue in 2018.