Stichting ALS Nederland helps patients suffering from the neurodegenerative disease called Amyotrophic Lateral Sclerosis (ALS). In order to offer better care for their patients, the foundation must acquire sources of recurrent donations and find innovative strategies to raise funds. In the midst of 2014, the Ice Bucket Challenge emerged and proved to be a significant boost for Stichting ALS Nederland. But the glorious trend did not last: in 2015, the organization’s profits dropped majorly. The chairman of the supervisory board, Marguerite Soeteman-Reijnen, was then given the challenging task to come up with a renewed method of fundraising. The key aspects of such a strategy are that it incorporates donor engagement with the patients, and continuous innovation of the fundraising activities in order to reach a pattern of sustainable fundraising. This case challenges students to think about the variety of issues that surround non-profit organizations. They are encouraged to think about the various aspects of a sustainable fundraising strategy, and the complications that may occur in this process. They will also be able to see the embeddedness of non-profit organizations in society at large by diving deeper into the specific instance of sports events as a means to raise funds.

Nonprofit organization, Stichting ALS Nederland, strategy, marketing, advertising, ALS, fundraising, sustainable fundraising, Ice Bucket Challenge, - community, branding, donor engagement - emotional branding - innovation - Amsterdam City Swim (ACS)
hdl.handle.net/1765/134733
RSM Case Development Centre

Based on field research
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Erasmus Research Institute of Management

Morsink, L., Rouzade, H., Bruijstens, I., & Hansman, E. (2020). Stichting ALS Nederland: The Volatility of Fundraising. RSM Case Development Centre. Retrieved from http://hdl.handle.net/1765/134733