In 2004 the Netherlands Red Cross, together with the Dutch radio station NPO 3FM, started a unique fundraising campaign called “3FM Serious Request”. Its uniqueness stemmed from the partnership between the radio station and the Netherlands Red Cross, focusing on bringing attention and raising funds for serious, often overlooked crises. What made it also special is that the show started one week before Christmas and the DJs locked themselves in a see-through pavilion (the Glass House) for 5-6 days to bring more attention to the program, and its themes. The initiative was so successful that it was repeated the following years. The cooperation with the Netherlands Red Cross lasted for 17 years.

Each year, the program focused on a different theme: from aiding a hospital in Sudan in 2004 to responding to the Covid-19 crisis in 2020, the initiative raised an impressive 100 million euros.  The program supported over 155 projects across 52 countries and 9 regions. These projects, ranging from local initiatives to international collaborations, have collectively reached over 10 million people, making a significant impact on communities worldwide. The 3FM Serious Request program became one of the largest initiatives by the Netherlands Red Cross.

As the program evolved, so did its focus areas, as illustrated by the annual themes.

From 2004 to 2009, most of the 3FM funding was used for multilateral projects, supporting ongoing operations of the International Committee of the Red Cross (ICRC) and the International Federation of Red Cross and Red Crescent Societies (IFRC) that matched the theme of the annual fundraiser.

A strategic decision was made in 2010 to invest in specific, more targeted bilateral partnerships. In the years after 2010, the Netherlands Red Cross worked with an average of 10 bilateral partners per (annual) 3FM project. Each year different countries, topics and thematic areas were targeted.

2014 was a real turning point. In the top fundraising year of 3FM, the programme gained clearer direction, as well as an improved and more structured way of working. Starting in 2012, we recruited WASH, Health, and PMEAL advisors to support the program. We also shifted our focus to long-term collaborations with 16 partner national societies and strengthened cooperation with country delegates. Also, fewer countries were involved in programming per year, resulting in a more focused approach.

In the period of 2017 to 2020, funding reduced significantly while the global Covid-19 pandemic posed a huge, new humanitarian need worldwide. Drawing from the lessons learned in the 3FM programming, the Netherlands Red Cross strategy for 2017-2020 adopted a multifaceted approach. This strategy emphasized maximizing our impact through needs-based initiatives, enhancing cost-effectiveness, and employing evidence-based methods in our work. Also, during this period, projects implemented in the Netherlands were included for the first time.

In order to evaluate the 3FM program and get valuable insights from it, first, we analyzed the key projects documents, such as annual or bi-annual reports, final narrative reports, midterm reviews and other written evaluations. We thoroughly examined all aspects, including themes, country-specific details, project scope and depth, and the number of people reached. From all bilateral projects between 2012 to 2020, we gathered more than 200 lessons learned.

Beyond the facts and numbers, we wanted to have a better understanding, a more in-depth analysis, especially about the project’s impact. How did these projects affect people’s lives?  What kind of changes were brought about by the 3FM Serious Request program?

In order to capture the nuanced and personal aspects of these changes, we chose and employed a method, called the Most Significant Change (MSC) technique. This participatory method has a unique ability to delve into the qualitative aspects of humanitarian work. Unlike traditional methods that often heavily rely on quantitative data, the MSC technique focuses on collecting, analyzing and selecting personal stories of change from those directly affected by the program. These narratives are gathered through focus group discussions, and provide insights into specific, significant changes experienced by participants – whether positive or negative.

We especially favored this method because it directly involves program beneficiaries, volunteers, and staff in the story selection process, so we can ensure that the voices of those most directly connected with the program’s outcomes are heard. This participatory nature not only promotes a sense of ownership and engagement among community members but also provides a platform for diverse perspectives and experiences.  This method can be instrumental both in highlighting the program’s successes and areas for improvement, ensuring that future initiatives could be shaped by the real-life experiences and needs of those they aim to serve.

To understand the impact of the 3FM program, we focused on two specific projects in Zambia and CAR. When choosing these projects and locations we followed certain criteria’s; for example, the project activities have to be still in the memory of the affected people. These people, or the place they live, should be accessible. For instance, we had to exclude Ethiopia from the evaluation due to the precarious security situation in the country. Also, it was very important that our partner organizations (the local Red Cross) had the ability to participate in the evaluation process.

Let’s take a closer look at the two specific projects.

So, what change have we brought into the people’s lives in Zambia and CAR? Our colleagues traveled to and gathered stories  from three locations in Zambia (Ikwichi, Ikabako, and Namitome) and in Bangui, Central African Republic. Through focus group discussions the members of the community shared their memories and experiences. We collected 94 stories in Zambia and 66 in the Central African Republic.

In Zambia, reflecting the action taken by the project, the narratives often centered around hygiene promotion, latrines, boreholes, and water filters. When asked about the impacts of these actions, participants frequently mentioned behavior change and improved health as the most significant outcomes. In CAR, stories reflected the variety of aid received, from Income Generating Activities and motorcycle taxi training to vocational and social cohesion training, highlighting improved skills, livelihoods, and social integration.

Let’s explore some impactful stories to illustrate the changes: how life was before and how it transformed after the project’s intervention.

The selection process to identify the most significant change stories was a comprehensive, four-level approach. Initially, at the community level, individuals directly affected by the projects shared their experiences through Focus Group Discussions. These stories showed a wide range of personal experiences, including both positive and negative changes.

Red Cross volunteers in both countries then undertook the second level of selection, engaging in discussions to deliberate over the stories and choose those that most effectively captured significant changes. The third level involved staff at the National Societies’ Headquarters in Lusaka and Bangui, who further refined the selection to the most representative narratives.

Throughout this process, there was no specific method imposed for selection; participants often voiced their arguments for or against selecting certain stories and then debated amongst each other until they reached a consensus. Occasionally, voting was used as a method to make decisions. After each selection round, more information was gathered on the stories, expanding them in size and detail.

In our effort to measure the real impact of the 3FM Serious Request program, we went through dozens of stories from individuals we’ve helped. Numba’s story stands out because it clearly shows the kind of change we strive to achieve. It was selected because it clearly shows how her life improved with access to clean water and better health, and how these benefits extended to her entire community. A comment from our NLRC staff during the selection process highlights this: ‘I choose the story, because it seems to be supported by the community, they self-designed a system to be independent of support.’

As we conclude this report, it’s time to reflect on the lessons learned from the 3FM Serious Request program. Over the years, the Netherlands Red Cross (NLRC) has embarked on various projects, each with its unique challenges and triumphs. These experiences have not only shaped our approach but also deepened our understanding of effective humanitarian work. Here, we distill the key insights that have emerged from our journey, insights that are as much about the people we’ve served as they are about the work we’ve done.

Coherence: For the Netherlands Red Cross (NLRC), a key lesson is the importance of systematically recording and understanding our experiences. This involves a more organized approach to gathering insights from past projects, ensuring that each new initiative benefits from previous learnings. This practice will help in shaping future projects more effectively, making them more responsive to the evolving needs they aim to address.

Effectiveness/Impact: The 3FM program has highlighted the critical role of achieving tangible results. In Zambia, for instance, the positive changes brought about by our projects were evident and substantial. This experience has not only influenced the NLRC’s approach to project implementation but also emphasized the value of adopting community-focused and participatory methods. To continue this trend, it’s recommended that the NLRC strategically directs funds towards innovative and experimental projects, learning from and building upon the successes of the 3FM program.

Sustainability: A lasting impact remains a central goal, as seen in the enduring benefits of projects like those in Zambia. However, assessing long-term effectiveness, especially in challenging environments like the Central African Republic, can be complex. Future projects should include thorough evaluations after their completion to measure their lasting impact. This approach will provide valuable insights into how well the changes we implement endure over time and how they can be improved.

Red Cross Principles: The NLRC’s role in supporting government efforts and working alongside local authorities has proven essential for effective and sustainable outcomes. Moving forward, it’s crucial to continue this collaboration, with clear agreements and roles to ensure everyone’s expectations are aligned and accountability is maintained. Additionally, the success in community engagement and inclusion, particularly in projects like the one in Zambia, underscores the need to keep investing in these areas. Maintaining a focus on inclusivity and involving community volunteers in all aspects of our work is vital for comprehensive and impactful humanitarian efforts. (More about the Red Cross Principles)