Picturing Generosity. Factors of success and failure of national campaigns in the Netherlands

P Wiepking, MHD (Marco) van Leeuwen

Research output: Contribution to journalArticleAcademicpeer-review

8 Citations (Scopus)


In this study, we investigate the success of national campaigns for charitable causes in the Netherlands using historical data from archival sources, including newspapers, and the internet. We describe the 102 national campaigns held in the Netherlands between 1951 and 2011, focusing on uniquely Dutch contextual features such as a society organized along vertical pillars and highly formalized collaboration between international aid organizations. We then formulate and test hypotheses concerning possible explanations for the success of national campaigns as a specific type of fundraising campaign. We focus on the effect of campaigns organized for ¿innocent¿ victims, versus campaigns organized for victims of man-made disasters, the effect of media coverage on campaigns, campaign frequency, government contributions, and economic conditions. The results show that campaigns for victims of man-made disasters are less successful. Campaigns organized in periods of fewer competing campaigns and campaigns receiving government support are more successful.
Original languageEnglish
Pages (from-to)262-284
Number of pages22
JournalNonprofit and Voluntary Sector Quarterly
Issue number2
Publication statusPublished - 2013


Dive into the research topics of 'Picturing Generosity. Factors of success and failure of national campaigns in the Netherlands'. Together they form a unique fingerprint.

Cite this