Planning a fundraising strategy The recipe for fundraising

success requires a clear goal, a good mix of initiatives, and a communication plan that inspires support.


our time is precious, but investing a few hours to determine what you want to achieve and how you plan to achieve it will be time well spent, and will ensure

that every opportunity is exploited. Many grant-giving trusts like to see evidence

that you are actively trying to raise funds from different sources, and a multifaceted approach to fundraising is often more fruitful and less daunting than putting all your eggs in one basket. So it’s about nding the right mix of fundraising activities to achieve your goals. Developing a fundraising strategy is best done

as a team – those who are engaged from the outset will want to see the end result achieved!

Do you have a goal? Identifying the school’s focus areas will help you prioritise your goals. If this is to fund a specic item, what is the cost? Start planning how to achieve it. Think SMART – goals should be: Specic. Outline exactly what you want to achieve, ie, raising funds to improve the library? Measurable. Set the bar so that you know when you have achieved your goal, and to give your team something to aim for. Attainable. A team needs stretching slightly, but too much, and members will feel demotivated. ealistic. Do your team have the time, skills, resources and knowledge to achieve the goal? Timely. What is the timeframe? Some goals may be long-term, such as building a new playground, while others will be more immediate.

Who might lend support? Aim to engage existing supporters, whilst also seeking ways to reach new ones. Not only will this secure the long-term health of your school’s nances, it also widens the pool of people you can call on for support in the future. Consider who else might want to see your project succeed, such as local companies and sole traders working in similar interest areas.

What will you do? With your goal and supporters in mind, decide what fundraising activities to run. Explore the skills and expertise you have at your disposal, eg, if a member of staff is in a band, a music festival might be feasible. Aim for a mix of fundraisers, from quick wins, to higher-prole events that appeal to a range of people. Use FundEd Magazine, and our sister site at for inspiration and guidance. Put a monetary target against each activity to track how they will contribute to your total goal.

What will you need? Identify who and what is needed to realise your goals? Consider which ideas offer the maximum return on any investment of time and money. People. Your workforce will include your school leadership team, plus any additional volunteers, such as students running a bake sale. How much time and what specic skills can people offer? noledge. If time and skills are in short supply, consider employing the services of a bid-writing expert or investing in staff training. esources. Make the most of existing assets, such as school facilities. If you need a specic piece of equipment, could this be borrowed?

Now tell everyone! Once you’ve identied what you want to do, draw up a fundraising calendar. Build-in a marketing schedule and communicate your plan as far ahead as possible so that supporters can factor this into their diaries and budgets. Specify your goal and the impact that contributions will have. Advertise activities through Facebook and Twitter, on your website, and with an email out to your database. Include a call to action, such as the link to your crowdfunding project or how to buy tickets – give deadlines if possible, to encourage people to do it quickly! Follow up with reminders.


LICENCE? Running an event? If you’re supplying alcohol, pre-selling raffle tickets, or running a car boot sale, then licences may be needed. Requirements can differ from one local authority to another, so check with yours. Licences aren’t expensive, but may take time to obtain, so factor that in. Guidance on licensing for fundraising events can be found at

FundEd SPRING 2016 11


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