How you are being exploited by charities

What do you know about the bizarre world of charities? We have an opinion on how Oxfam Novib spends its €160 million, mostly taxpayer money. And about the Dutch lotteries that take €6.5 billion from the Dutch population. Fortunately, there is also Charity:Water that does it completely differently. In this episode, there is plenty to learn, laugh about, and sometimes get angry about.

Listen to this podcast on:

• Spotify
• Apple Podcast
• Youtube

Every two weeks a new episode about positioning with an analysis of a special brand or market. Chiquita, Odido, Lidl, and Red Bull have already been featured. Curious? Check out the other podcasts here:

Positioning Champagne

We are being massively deceived by charities and the biggest culprit is the Dutch Lottery.

So we at ‘Don’t be a penguin’ thought it was time to really dig in and find out exactly how the positioning of the major charity brands in the Netherlands works. Using Oxfam Novib, Amnesty International, the Dutch Lottery, and several other well-known brands, we look at the structure and strategy of charity brands with global influence. Millions of euros flow annually through these organizations and we wanted to find out exactly where that money comes from, but certainly also where it ultimately goes!

As you expect from us, we investigate this from the perspective of brand strategists Tal Gonen and Ties Morskate, who together with Bob Morskate critically look through a marketing lens at the landscape of these charitable institutions. Are the causes really that good? Or are there other motives behind these organizations?

Oh yes! We also find out that Tal has been stuck in the Dutch Lottery system for 30 years. In total, he has spent over €16,000 without winning anything! That’s why he is now, during our recording, going to cancel his tickets. But it won’t be without a fight….

Listen and watch along and let us know what you think! We stay sharp and optimistic, so hang around a bit longer.

Don’t be a Penguin

Want to contribute to our show? Do you have suggestions for themes or questions for Ties and Tal about marketing and positioning? Send them to [email protected] or leave a message or comment wherever you watch or listen. Thanks for watching and see you next time!

Want it shorter but still fun?
TIKTOK: https://www.tiktok.com/@merkelijkheid
INSTAGRAM: https://www.instagram.com/merkelijkheid/?hl=en