Veronica was founded in 1986 and over the decades it has managed to build up a diverse circle of supporters. Some people support the organisation financially, while others attend its seminars in Hostětín, read the magazine or follow the activities on social networks. However, most of the diverse groups that have formed around the individual activities of the organisati-
on were unaware of each other. The organisation did not have centralised database of contacts or a CRM system, and communication with them took place through various channels and often in a fairly non-systematic way. Participation in the Stronger Roots program thus offered the Veronica team the opportunity to systematically explore who their supporters actually are, how they relate to the organisation and what they expect from it.