3. Communication, recruitment of members and fund-raising: The Netherlands Red Cross: Communication to raise funds for humanitarian activities

Extract

Ask any number of Dutchmen out in the street the name of a nonprofit organization and 93 out of 100 will spontaneously answer: the Netherlands Red Cross. And when you ask these 93 people for their appreciation of Red Cross activities, 92 of them will say: “Very good!”

I suppose your reaction will be: “That's fantastic! That means the Netherlands Red Cross has to invest hardly any energy in raising funds! The money comes rolling in automatically, so to speak.”