NEWS ARCHIVE

The survey under 1200 panelists in Holland, focussed on the public image and existing 'coolness' of charity organizations and was conducted among consumers and professionals in the media, marketing and advertising business. The results of the survey were published on June 15th and in press releases to the national press.

Dutch public want positive results in charity communication

Charity is still very popular in the Netherlands, but the general public has had enough of the suffering that is brought to them by charity organisations. A large majority (70%) wants to see communication about successes and results of NGO’s and charities. This has a positive effect on the appreciation for a good cause. Also, charities are earlier experienced as ‘cool brands’.

These are the results of the National CoolCharity-Survey that was performed for the first time this year by Cool Unlimited and Porter Novelli, in a nation wide survey under more than 1.200 consumers and marketing professionals in Holland.

Cool brands

War Child came out as overall winner, as well as the winner in the target group 23-40 years.

In the survey specific factors were checked that are curcial for being seen as a cool brand. Critical succesfactors that contributed were communicating about successes and using original and innovative communication campaigns. Using VIPS as ambassadors or for profile is not always useful.

The CoolCharity Survey also shows that War Child’s Ambassador Marco Borsato takes the first place among the men (46% in total), he’s on the third place behind Floortje Dessing (55%) and Daphne Bunskoek (54%).

General results

• Almost everybody  (95%) thought it was a good thing there are charities. There is a lot of respect for the people who are actively involved with charities. 
• A large majority (78%) thinks that the charity organisations are trustworthy
• Nevertheless, a little more than half of the people thinks that charity organisations are not transparent and people (58%) think some money will not be spent purposefully.
• A large majority (70%) sees communication campaigns about results and successes of NGO’s and charities as an answer to this image problem.
• Three-quarters of the people (76%) see it as their responsibility to support good causes, and a large majority also does (65%).
• The most popular subjects are: 'health', 'children', 'nature & environment’; ‘human rights’; ‘the poor’ and ‘handicapped’.
• One quarter of the population (26%) says to have too little money left to be able to support good causes.
• The Dutch public sees it as a shared responsibility between government, civilians and the business sector to support good causes. The prime role is for the government (88%), followed by the public (77%) and the business sector (72%).