From Strategy to Real Impact: CEMS Students Helped Dobrý Anjel Design and Test New Fundraising Models

How can a non-profit organisation grow its impact, attract new donors, and remain true to its core values?

This was the key challenge tackled by CEMS students within the Growth Strategy course, working with Dobrý Anjel, a Slovak non-profit organisation providing regular financial support to families with children suffering from cancer or other serious illnesses.

The project was conducted under the direct supervision of Andrej Kiska, founder of Dobrý Anjel, and focused exclusively on the Slovak context.

A strategy that goes beyond theory

From the very beginning, the project was designed not only to deliver strategic recommendations but also to test ideas in real-life conditions.

As part of the course, students travelled to Bratislava, where they collected primary data and piloted selected initiatives directly in the field. The project combined in-depth analysis with hands-on experimentation.

What the students worked on

The team developed a comprehensive growth strategy built on data, research, and pilot testing, with a strong emphasis on Dobrý Anjel’s core principles: Transparency, Regularity, and Directness.

Key areas of focus included:

New donors acquisition
Identifying new donor segments, including younger generations, and expanding physical touchpoints through cafés, events and university campaigns.
Donor retention and engagement
Strengthening impact communication, storytelling, and implementing structured recognition programmes.
Corporate partnerships
Developing new approaches to corporate cooperation, including networking and co-branding. Simplyfying the acquisition process.
Innovation in giving
Testing low-cost, scalable concepts such as:
- donating bottle deposits via supermarket return machines,
- QR-code donations in cafés (“Scan for Change”),
- new formats of online campaigns.

Tested in practice

Several proposed initiatives were piloted directly during the course, including QR code donation systems in cafés and a bottle deposit donation model in supermarkets.

These pilots provided valuable insights into donor behaviour, feasibility, and scalability, ensuring that recommendations were not only strategic but also realistic and immediately applicable.

A meaningful collaboration

The project culminated in a personal meeting with Andrej Kiska, including a joint discussion and informal dinner, where students presented their findings and recommendations.

Andrej Kiska, Founder of Dobrý Anjel n.o.

The VŠE students demonstrated an exceptionally deep understanding of how the non-profit sector works. Their proposals were supported by extensive research, international case studies, and an understanding of our values. They delivered solutions that are immediately applicable in practice.

The students approached the project with a level of professionalism that goes beyond a standard academic assignment. Their willingness to travel to Bratislava, test concepts, and work with attention to detail showed that they took this project seriously and wanted to deliver solutions with real impact.

I greatly appreciate how much energy and time you devoted to our project. It was clear that you approached it with an open mind and heart, exactly as befits the Good Angels.

Tomáš Lehotský, Head of Development and Innovation, Dobrý Anjel n.o.

The CEMS Prague students pleasantly surprised me. They studied a large number of international studies and identified several case studies of what works in the world’s best non-profit organizations. In the end, they came up with ideas that are applicable in practice.