Partnerships
TARGET YOUR
AUDIENCE How do you create a strong network of people and organisations committed to supporting your school? The IDPE’s CEO Louise Bennett has some answers
T
aking the time to establish who is most likely to give to your school is fundamental if you want to maximise
your fundraising potential. It’s important because the Pareto principle (80% of outcomes will come from 20% of causes) is stretched even further in fundraising, where it’s not unusual for 90 to 94% of income to come from two to three per cent of donors and supporters. It makes sense, therefore, to think about how you can identify and target specific audiences of trusts and foundations, individuals and local businesses, which have the financial capacity to give at the greatest level. A good starting point could be
trusts and grant-giving foundations
based locally, and with a remit to support initiatives in your area (see Go Local article at
FundEd.org.uk). Keep a record of the kind of projects each can help with, so that you can tailor your funding applications accordingly. Be aware too that remits and requirements can change and that new streams of funding can, and do, emerge. Beyond grant givers, there is
clearly a rationale for school fundraising to be inclusive, involving the whole school community so that everyone buys into your project goals and ambitions. However, as most schools appreciate, this doesn’t mean asking the same group of parents over and over again for donations, particularly in the current climate.
Targeting specific audiences for specific purposes within your overall campaigns is still likely to lead to better results. Your school demographic will help define these potential audiences. For example, if you are a relatively new school, your alumni community may be limited. If you are a school which serves a community with high levels of deprivation, approaching parents who may be struggling financially could seem insensitive. If you are a rural school, local businesses may be somewhat scarce. Once you have established
possible audiences, prioritise who to approach first by identifying whether your potential supporters have given before, or are likely to give because they have a connection
FundEd AUTUMN 2022 23
IMAGE: VARIJANTA/
ISTOCKPHOTO.COM
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