The River, The Mud, The Sieve, The Gold: How we help charities to connect with their contributors

Jochum Stienstra

This paper examines how two Dutch charities, Kinderfonds MAMAS and the Nierstichting, utilised 'Telling', a narrative tool, to help them openly and emotionally connect to people through listening, in order to raise more funds.

The River, The Mud, The Sieve, The Gold: How we help charities to connect with their contributors

Jochum Stienstra

Introduction

As a qualitative research agency, Ferro Explore! has conducted many research projects for charities over the past 20 years. In this area we have often worked with the charity consultant Ineke van der Ouderaa. Although all of these studies explored specific charities, providing answers to specific questions, many general insights emerged from the mass of data compiled by all these projects.

One of these insights is that when it comes to charities, consumers almost feel as though they are being...

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