2010 was a very special and historic fundraising year for KWF, the Dutch Cancer Society. We reached €100 million gross income from fundraising and recruited 115,000 new structural donors. A record in the history of KWF, which is the largest nonprofit in the Netherlands based on fundraising income.
One of the highlights in 2010 was the fundraising TV show “Stand Up To Cancer” which generated 50,000 new structural donors. This was the fourth fundraising TV show since 2006. This last one exceeded everyone’s expectations except our host Ruben Nicolai, a Dutch celebrity: he opened the show with his personal dream of 50,000 new donors, which is more than twice the result of the show in 2009. Our host proved to be very prophetic.