The world of fundraising is changing. Fast. Where \u201csales\u201d used to be a loaded term within NGOs \u2013 something that didn\u2019t fit with the organization\u2019s moral mission \u2013 more and more charities now see it as a crucial part of their strategy. In a recent episode of Morgen Outbound, Davy Guijt and Terry, co-founders of Saleslift, spoke with David Heijer, head of fundraising at Hospitaalbroeders, about this fundamental change.<\/p>\n
What follows is an honest and inspiring conversation about the reality of business fundraising in the non-profit sector. About opportunities, pitfalls, cultural change, and perseverance.<\/p>\n
Traditionally, fundraising at charities revolved around individual donations. Think street fundraising, direct mail campaigns, or leaving a gift in your will. David worked during the heyday of face-to-face fundraising:<\/p>\n
\u201cIn my first year, we brought in more than 250 donors per week through street fundraising. And many of them are still active. That model worked \u2013 and generated structural income.\u201d<\/p>\n
But those golden days are over. Public opinion turned against street fundraising, it became more expensive, and effectiveness declined. At the same time, subsidies are drying up. NGOs are being forced to tap into new sources \u2013 and this is where the business sector comes into the picture.<\/p>\n
Many NGOs have invested in marketing teams in recent years. But sales? That often remains underexposed. In practice, you see that the \u2018commercial reflex\u2019 is missing in many fundraisers. The link between business goals and social impact is still made too infrequently, while that\u2019s precisely where the power of business fundraising lies.<\/p>\n
\u201cI think most charities still associate sales with selling a plush baby crocodile,\u201d says David. \u201cBut we\u2019re talking about partnerships that are strategically valuable for both parties.\u201d<\/p>\n
A textbook example of such a strategic partnership is the project David set up with Ferrero and Cargill. The Hospitaalbroeders hospital was located in the area where Ferrero buys cocoa. David saw an opportunity and approached them with a sharp proposition: what if we organize healthcare for your farmers?<\/p>\n
\u201cFerrero was already working on sustainability in the supply chain, but wasn\u2019t doing anything about health. We could complement that. And so we provided care to thousands of farmers and their families. Ferrero financed it \u2013 and the hospital generated its own income.\u201d<\/p>\n
The deal came through. But only after two and a half years. It was a tough process, with many links, counters, and decision-makers. Patience, trust, and persistence proved crucial.<\/p>\n
Not every charity can or should target multinationals. Small organizations are often more agile and can move faster. David explains how their nursing education program in Sierra Leone was made possible in part by smaller business donors. Like a healthcare consultant who started as a donor, built a relationship with her students, and eventually even traveled to Sierra Leone to teach.<\/p>\n
\u201cThat kind of personal involvement is only possible because we\u2019re small. You can move quickly, have short lines of communication, little hassle. That makes it tangible for donors and partners.\u201d<\/p>\n
The transition to business fundraising requires more than just a good idea. It demands a different mindset \u2013 and commercial skills:<\/p>\n
NGOs will be under pressure in the coming years. Major cuts to development cooperation have been announced. And the real blows are only expected in a year or two. Large organizations will have to lay off staff. Smaller organizations risk going under \u2013 unless they manage to transform themselves. Business fundraising is no longer a luxury. It\u2019s a necessity.<\/p>\n
\u201cWe need to move away from the idea that companies \u2018should support us\u2019 out of charity,\u201d says Terry. \u201cIt\u2019s about partnership. About something that makes sense both commercially and socially.\u201d<\/p>\n
What stands out in David Heijer\u2019s story is the combination of conviction, creativity, and entrepreneurship. He truly believes in his mission \u2013 and knows how to convey it in a way that also touches companies.<\/p>\n
And that\u2019s precisely where the key lies: not in pitching, but in matching. Not in \u2018selling\u2019, but in building. And that starts with listening, connecting, and daring to persevere.<\/p>\n","protected":false},"excerpt":{"rendered":"
The world of fundraising is changing. Fast. Where \u201csales\u201d used to be a loaded term within NGOs \u2013 something that didn\u2019t fit with the organization\u2019s moral mission \u2013 more and more charities now see it as a crucial part of their strategy. In a recent episode of Morgen Outbound, Davy Guijt and Terry, co-founders of […]<\/p>\n","protected":false},"author":21,"featured_media":3817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-3879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-development"],"acf":[],"yoast_head":"\n