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Het uitgebreide onderzoek leidde tot hele interessante en relevante inzichten. Specifiek over de doelgroep. Maar ook over het huidige merkimago van Stichting ParkinsonFonds en dat van andere goede doelen.

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Door data te verzamelen, te structureren en te analyseren, konden we beslissingen maken die niet gebaseerd waren op aannames, maar op feiten. Wanneer je dan iets verandert op basis van die feiten, weet je dat het gaat werken.

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Sommige uitkomsten waren heel confronterend. En het veranderen van processen, zoals het verminderen van de papieren post, was een langdurig en intensief traject. Toch was het de investering overduidelijk waard.

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het resultaat

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de uitdaging

\n

In 2023 maakten we voor Stichting ParkinsonFonds een nieuwe website. Er was net een nieuw bestuur die het tijd vonden voor een frisse wind, beginnend bij de website. Dus met nieuw lekje verf., nieuwe navigatie, een nieuwe structuur en betere communicatiemogelijkheden stond dat allemaal.

\n

Tijdens dit proces bleek dat Stichting ParkinsonFonds niet goed wist wie nu ‘hun donateur’ was. Maar wat ze wel wisten, of eigenlijk gokten, was dat hun huidige donateurs doorgaans erg oud waren. Ze gokten zelf een jaar of 85, en dat bleek inderdaad te kloppen. Vervelend om te zeggen, maar dat zou betekenen dat die donateurs binnenkort dood zouden gaan. Om te zorgen dat er voldoende geld binnen zou blijven komen om het belangrijke werk van Stichting ParkinsonFonds voort te zetten, was dus met spoed een nieuwe groep jongere donateurs nodig. Hoe pak je dat aan?

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de aanpak

\n

Om de vraag van Stichting ParkinsonFonds te beantwoorden was uitgebreid onderzoek nodig. Onze specialisten voerden allereerst vele gesprekken met mensen van Stichting ParkinsonFonds, en de partners waar zij mee samenwerken voor hun customer service en marketing. 

\n

Daarna hebben we via diverse kanalen een survey uitgezet onder hun huidige donateurs om hun motivatie achter hun donatie te achterhalen. Vervolgens hebben we via twee verschillende respondentenbureaus niet-donateurs gevraagd over hun perceptie van Stichting ParkinsonFonds en hun bereidheid om te doneren. 

\n

Al dat onderzoek leverde veel antwoorden en informatie op die we samenvoegden en analyseerden. Na lijnen te hebben getrokken tussen antwoorden van donateurs en niet-donateurs bleek de perceptie over Stichting ParkinsonFonds verrassend overeen te komen.  De harde conclusie was: Je hoort er niks van. Ze zijn niet onderscheidend. Te veel communicatie gaat via de post. 

\n

De conclusie was dat er veel te verbeteren viel in de communicatie, zowel met huidige leden, als naar de buitenwereld toe. Het ParkinsonFonds stelde hierop budget beschikbaar om een grote campagne op te zetten om de boodschap veel duidelijker naar buiten brengen.

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hier zijn we trots op

\n

De samenwerking met ParkinsonFonds verliep soepel en constructief. Dankzij een grondige aanpak en betrokkenheid van diverse stakeholders leverden we een concreet en werkbaar plan op. Geen dikke rapporten die in een la belanden, maar een bruikbaar én haalbaar adviesrapport en implementatieplan die direct toepasbaar zijn in de praktijk en bijdragen aan de missie van het fonds. 

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