Smeets is also the driving force behind the Impact Lab Amsterdam. The lab, which officially opened its doors on Friday 13 June, was made possible in part by the Amsterdam University Fund.

Donors want to know: what happens to my money?

As governments around the world continue to withdraw from funding social causes, private donations are becoming increasingly important for charities. According to Smeets, Professor of Philanthropy at the Amsterdam Business School, this shift makes private giving more critical than ever. ‘In the US, for example, development aid through USAID has been cut. As a result, 6 people die every second. That gap now needs to be filled with philanthropic funds—but those resources are limited,’ he explained in an interview with Folia.

Smeets emphasises the need for transparency and accountability. ‘Donors are right to ask what happens to their contribution. Clear communication about impact is essential to maintaining their trust.'

What drives people to give?

The Impact Lab Amsterdam is not just focused on accountability—it also investigates donor behaviour. What motivates people to give? And how does information about impact influence their decision? Charities are eager to gain insight into these questions, so they can improve their outreach and fundraising strategies. The lab combines expertise from economics, psychology and data analysis to find answers. With this initiative, Paul Smeets builds on his earlier research into financial decision-making, idealism and social engagement. 'Especially now, it’s crucial that we understand how to achieve maximum impact with limited resources,' he says.

Official launch at the Maagdenhuis

The official launch of the Impact Lab took place on Friday 13 June 2025, from 16:30 to 18:00, at the Maagdenhuis in Amsterdam. The festive event brought together key members of the UvA community, representatives from the charitable sector, and donors. It provided a valuable opportunity for connection, idea exchange, and a shared vision for the future of impactful giving.