VEENWERKERS
commissioned by Veenfabriek
The Veenfabriek is a music theater company. As like many theaters, it was possible to be a ‘friend’ of the company by donating money. De Veenfabriek wanted a new approach to this concept that would increase involvement with the visitors.
I decided to no longer call these people Veenfriends, but Veenwerkers. They donate money. How do they get that money? By working. So, you're actually asking people if they want to work for you for a few hours a year. Let’s be honest about that. By giving them a position within the company (the factory) you increase the feeling that they are part of it. People can choose the department they want to work for. When donating, the Veenwerker receives a pin of the logo as a welcome gift. They also receive a clock-in card. From now on there will be a clock-in station at the performances where they can clock in. Other people see this, and notice these people clearly have a special connection. During the year the Veenwerkers are kept up to date with special newsletters from their department.