Fundraising
MISSION AND
WISH LIST Be clear about the aims of your fundraising. Establishing a wish list really helps focus people’s minds. Liaise with your head, senior leaders, governors, students, staff and PTA to identify key projects. Try to include a few small items, along with one main project that both the school and PTA will fundraise for each academic year. Set goals of raising say £10,000, £20,000 or £50,000, around which the whole school can pull together.
BUILD MOMENTUM
Celebrate your successes – even the small ones! Going for some small quick wins makes a big difference because it gives your scheme credibility and creates match-funding opportunities. Be consistent and ensure you maintain the schedule of letters going home.
SAY THANK YOU
Once your database is up and running, make sure you thank your supporters, either with a head’s letter or by providing VIP tickets to an event or reception.
COMMUNICATE Decide how you want to communicate – my school sends out regular letters at least three times a year. Promote the same fundraising message and appeal for supporters to sign up at every opportunity, including new parents’ evenings, PTA fundraising events, websites and social media. Make sure your website is
set up for donations. Giving platforms such at DONATE from the National Funding Scheme (nationalfunding
scheme.org/) or Donr (donr. com) can be used on your school website to facilitate donations and allow the setting up of monthly direct debits. (Be aware that some do charge a fee). Create a culture of giving,
particularly with new parents, so that this gradually becomes
more embedded through the school. Tell people what you do to fundraise and how this improves educational provision for their children. Take a look at nudge theory
– favoured by Barack Obama and David Cameron (who established a government ‘nudge unit’ (aka Behavioural Insights Team) in 2010. The idea is that you give
people clear information to help persuade them to make active choices for the public good. By showing people good examples of what others are doing, you drive their desire to be seen as good, helpful people themselves. Use concise messaging and
examples of how previous donations have made a difference to encourage stakeholders to do the right thing and sign up!
DO YOUR RESEARCH
Look at the fundraising activities carried out by local private schools. Fundraisers are often happy to meet, share ideas and talk about the projects they are focusing on. It’s staggering how much independent school parents are prepared to donate on top of paying school fees. When you compare what state schools offer in terms of extracurricular activities and trips, you’ll begin to see what a bargain your parents are getting. This, in turn, will embolden you to ask for help and support.
FundEd SPRING 2021 29
IMAGES: DEVITA AYU SILVIANINGTYAS/
ISTOCKPHOTO.COM
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