With COVID-19 imposing lockdowns back in March 2020, a multitude of advertisers went off air with it. However, this was the opposite for many charity brands. Not only did their media spend increase during the 2020 lockdown, but so did their return on investment.
Amsterdam’s All Response Media office manages an array of dutch national and international charity clients which operate across Europe, and with countries easing back to normality, the question fundraisers are asking is: what can they expect in the upcoming years?
The Netherlands Fundraising Expert Panel
Goede Doelen Nederland conducts yearly studies with the Fundraising Expert Panel to understand what they can expect for the upcoming years when it comes to media expenditure.
Based on panel research and findings, the survey provides insight into what the future may hold and asks questions like:
- If you think ahead for the next three years, how much confidence do you have in the overall fundraising market?
- If you think ahead for the next three years, how confident are you in your own fundraising program?
- How will your organization deal with investment in the upcoming three years?
Dutch fundraisers: what to expect for the future
77% of respondents were sure that the fundraising market will continue to grow in the coming years – a slight increase from last year. We are now more knowledgeable on the effects of the pandemic (which certainly has influenced fundraising), with experts and industry leaders assuring that there will not be any dramatic consequences for the time being.
93% of respondents are confident in their own fundraising programs, reflecting the controllable nature of fundraising results. Even though industry-leading experts are positive about their own programs rather than the market’s health, there are charity brand’s who are not experiencing growth.
7% of experts said that their media spend will decrease by 7% in 2020, however in 2021, that percentage expressed the desire to invest more. In 2021, 78% of respondents said that they will invest more in their charity brand, compared to 71% in 2020, painting a more positive picture than last year overall.
Media spend across charity clients increased year-on-year by more than 50%, and so did their return on investments.
All Response Media Viewpoint
With more than 40% of client billings in Amsterdam coming from Dutch national, European and international charity brands, increases in media spend across nonprofits saw over +50% increases YoY, along with elevated returns on investments throughout the pandemic period and beyond.
The survey’s outcome has proved that with the results achieved by our not-for-profit clients in 2020, panel experts are more confident not only in their own fundraising programs, but on year-on-year media spend increases, with All Response Media ensuring that ad spend goes the extra mile.