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Cover story


Managing expectations It’s vital to have big ambitions, but everyone needs to be realistic about the timescales for delivery. So get in front of the right people (most crucially your SLT and governors) to talk about your vision and to manage their expectations. Try to have a direct link with the headteacher – they need to see the value of your work and they need to be part of it. Both the school and fundraiser


should work together to ensure that key performance indicators are about more than the money that comes in. Make it clear there are lots of other things going on around this role that are really important. For instance, relationship building with the wider school community, and the sharing of expertise by former students giving back their time and energy. By my second year in the role, I felt secure enough to stress the importance of building for the long term. Now, although it varies depending on the project, we leverage funds consistently above target.


Get your story right It’s tough for schools to deliver high quality education without the philanthropic support of a wider community. That means it’s crucial to get your Case for Support right in


FundEd AUTUMN 2022 11


order to have a clear, consistent message (see FundEd.org.uk/ advice-hub/fundraising-strategy/ state-your-case/ for more information on how to write a Case for Support). You have to find a narrative that


really works for your school – and this takes time, research and many conversations. In fact, you will be continually reforming it. Becoming a ‘scholar’ of your school (immersing yourself in your school’s history and achievements) will give you instant credibility with alumni. Write your plan and make sure


everybody knows about it – and is aware of the timelines. Decide on


the projects you want to prioritise and be clear on communicating what will be the result of a donor’s support. Fundraising for capital should never be about ‘topping up’ the school budget, but about funding projects that enrich teaching and learning.


Be ambitious Think big but remember the power of small steps. Focus on end goals and work backwards, breaking the ambitions and goals down into steps so you are clear on how to manage each project. You will probably be running long-term campaigns and short-term one-off appeals


Year 12 students discuss their future options at the Sharing Of Expertise afternoon


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