The journey so far According to the Institute for Fiscal Studies, spending per pupil fell by two per cent in real terms between 2015-16 and 2019-20, and reversing these cuts would cost £3.3bn by 2022-23. With no signs of a reversal, schools must explore new ways to bridge the widening funding gap. A survey by the NAHT found that
schools in England are, on average, £25,000 down (lost income plus additional costs) after coping with the costs of the pandemic. In normal times, PTAs and Friends Associations each generate an average of £10,000 a year. Like many small charities, around half their income comes from live events, so the cancellation of these fundraisers was a massive blow. Another loss was funding from
grant providers, many of which paused their usual programmes to focus on emergency Covid-19 initiatives. In short, relying on grants and ad-hoc fundraising has left schools vulnerable.
The road ahead Some schools have already changed gear and are taking a more strategic and wide-ranging approach to income generation. This often involves employing part-time fundraisers to drive things forward. Having a dedicated
person to manage fundraising makes a huge impact. And if you can’t pay for a fundraiser, then consider recruiting a volunteer with the right skillset (see Find me a Fundraiser in FundEd summer 2019, and Four Steps to Successful Fundraising in FundEd spring 2020). Every school is different, with
signifi cant variation between the resources and priorities of a small primary school and a large secondary school, and between schools in different areas. However, the following steps are important for all: ■ Establish a manageable number of fundraising priorities over the short and longer term ■ Work out your approach to delivering on this wish list ■ Implement your plans and communicate regular updates on fundraising progress ■ Measure your success
‘Getting away from previous norms will take time, commitment and belief’
Don’t go down a one-way street Moving forward, schools need to be open to developing a mix of fundraising approaches, from regular giving to crowdfunding, grants and virtual events. As the two fundraisers featured overleaf suggest, the importance of regular giving has increased as a sustainable and reliable income stream. Schools could also create broader links across their wider communities, developing new opportunities by working with businesses, local organisations and former pupils. Getting away from previous norms
will take time, commitment and belief. Even small incremental change, driven by a fundamental shift in how we think about income generation, can have a profound effect on your fundraising journey.
■ Justin Smith is MD of Chameleon Training and Consultancy, which provides marketing and fundraising support to schools. @jus_chameleon
TWO WAY Street
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