Stichting DOEN is the fund of the Nationale Postcode Loterij and the VriendenLoterij. It gives money to initiatives that make the world greener, more social and more creative - but not under one name. There is Stichting DOEN itself, DOEN Ventures which invests instead of donates, the VriendenLoterij Fonds and the Postcode Loterij Fonds. Four funds, four kinds of applicant, one organisation behind them.
The visitor who matters is nearly always the same: someone with a plan and the question of whether this is the right desk. That person does not know the differences between the four funds, and does not need to know them either - they simply have to work out within a few minutes whether their initiative fits what is being looked for here, and if not, where it does fit. Every application that arrives at the wrong fund costs work twice over: for the applicant who wrote up their story for nothing, and for the organisation that has to pass it on. So four faces of their own, each with its own criteria and tone, but without an applicant getting lost between the doors.
We have been building the platform those sites run on since 2025. One foundation, four brands on top of it - so that an improvement is made in one place and lands in four.
The challenge
Two kinds of visitor knock on the door. The first has an idea and wants to know whether they are at the right desk. But they do not know the fund structure - they only know their own plan. Putting four brands next to each other and hoping they pick the right one does not work.
The second wants to see what happens with the money: which initiatives, in which theme, in which region, for how much. That is a data challenge. The project data sits in NetSuite, the application texts in Optimy. A site that has to keep that up by hand is behind by definition.
And it has to happen four times, with four brands, without building it four times over.
Four brands, one foundation
Our approach
We built one platform on which each fund gets its own face, and let the content come from where it originates.
- One WordPress multisite with a shared base theme; on top of that each fund has its own layer with its own blocks - podcasts for the VriendenLoterij Fonds, flip cards for DOEN
- A central content hub: news and portfolio items are managed in one place and appear on the sites where they belong. On the fund sites themselves that content type is not even visible in the admin, so that nobody accidentally makes a second version of it
- The portfolio fills itself from NetSuite & Optimy: approved project files, with budget year, theme, fund, financial instrument, amount, approval date, location and the key sentence in Dutch and English - plus a flag that decides whether a file may go on the web
- The Quickscan: a full-screen tool in which an initiator answers a few questions and ends up at the fund that fits. It sits on several sites and knows the three funds that take applications
- A portfolio overview with list and map view, filters by theme and year and keyword search
- A library of reusable blocks - from accordion and figures to slider, downloads and call-to-action - switched on or off per site
- Multilingual with WPML, forms with Gravity Forms
- A dedicated server with monitoring, monthly reporting and ongoing maintenance
Four funds on one platform: a shared base theme with its own layer per brand, news and portfolio managed centrally, portfolio items that fill themselves from NetSuite and Optimy, and a Quickscan that guides an initiator to the right fund.
The result
Doen.nl went live on 30 June 2025, DOEN Ventures a week later, the VriendenLoterij Fonds in the autumn. The Postcode Loterij Buurtfonds is being built now.
That fourth fund is no longer a completely new project. The base is there, the blocks are there, the integrations are there - a theme is added and a site is added. And an initiator who starts on doen.nl arrives, through a few questions, at the fund where their idea belongs.
The next site is no longer a completely new project
Four funds that do not have to build the same thing four times - and one question that brings the visitor to the right desk.
Let’s talk
Tell us about your challenge. We’ll think along.
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