Ahead of their session at the Digital Analytics Summit 2025, we spoke with Marinio Palatta and Daan Eenkhoorn from Longfonds, a leading Dutch health NGO focused on lung disease, about the unique challenges NGOs face – and why first-party data is becoming a strategic asset for the sector.
Trust Before Transactions
“NGOs operate in an environment defined by trust and mission rather than profit and transactions,” Longfonds explains. “That means that, beyond legal compliance, we carry a moral responsibility to protect the privacy of supporters, patients, and volunteers.”
This responsibility comes with specific limitations. Unlike commercial organisations, health-focused NGOs deal with highly sensitive data – and face advertising restrictions that often apply equally to non-profits. Campaigns about public health, such as clean air or smoking prevention, are sometimes flagged as sensitive content, making it harder to reach the right audiences via standard digital advertising tools.
“In this context, having a strong, reliable first-party data foundation isn’t just a ‘nice-to-have’ — it’s a necessity. It allows us to communicate directly, meaningfully and compliantly.”
A Changing Donor Landscape
At the same time, donor behaviour is shifting. Where NGOs once relied on a steady base of recurring supporters, today’s landscape is far more diverse.
“People still want to give, but they want to do it in their own way,” Longfonds says. “We now see loyal monthly donors, one-time givers, project-based supporters, and even people including NGOs in their wills.”
Recent research confirms this: according to Donating in the Netherlands: Trends 2025, project-specific donations are growing, while structural giving is under pressure. Younger donors prefer QR codes and digital tools; older generations stick to direct debit. Meanwhile, average gift size is decreasing, and retention is becoming harder to maintain.
“Understanding these patterns is only possible when you own your data and track engagement at the individual level – in a respectful, transparent way.”
The Strategic Rise of First-Party Data
Looking ahead, Longfonds sees first-party data becoming more than a compliance tool — it’s a strategic driver of innovation and resilience.
“Control over your own data means independence from third-party platforms, more reliable insights, and better continuity,” they explain. “It also enables responsible experimentation with AI and personalization, as long as the data is clean, consented, and well-structured.”
In health-related sectors especially, first-party data opens the door to delivering the right content at the right moment — for example, sending tailored information to people living with specific lung conditions, if they’ve opted in.
It also fuels community-building strategies. “We’re not just looking at donations. We want to know how people connect, participate, and contribute — whether that’s joining an event, reading our updates, or helping spread awareness. That kind of engagement is equally valuable.”
Where to Start: From Vision to Pilot
For NGOs that want to become more data-driven but feel overwhelmed, Longfonds offers this advice: Don’t start with technology — start with a focused question.
“Ask yourself: What’s one thing we wish we could do with data, that we currently can’t? And why would that matter to our donors or beneficiaries?”
Once that question is clear, it becomes easier to build a small pilot, test the impact, and scale gradually. External expertise can help along the way, but what matters most is clarity of purpose.
“Working with data should support your mission, not distract from it. When done well, it helps you understand your audiences, strengthen relationships, and improve your outcomes — all while staying close to your values.”
Daan Eenkhoorn
Marinio Palatta
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