for money, that’s individual giving. Many charities run three or four such appeals through the year. It also covers regular donations, face-to- face fundraising with donation

boxes, telephone and text giving. ● Trading income: Income from any trading the charity is involved in. It could be a charity shop or

anything you’re selling for a fee. ● Major gifts: Signifi cant donations from your closest supporters. Those working in major gifts build and maintain relationships with key

donors on an individual basis. ● Trusts and foundations: Applying for these kinds of grants will give you the highest return on investment, but writing applications

and proposals requires skill. ● Legacy donations: The practice of asking someone to leave a donation to a charity in their will. Every PTA and school will have

experienced a unique set of challenges since lockdown – and there’s no one-size-fi ts-all solution. ‘Don’t exclude ideas because you think they can’t possibly apply to you,’ says Jane Redman. ‘In major gifts, for example, the level of donation that counts as signifi cant will be different for every charity. For the big charities, a major gift could be £10,000 or more, whereas for a PTA, a gift of £500 would make a huge difference and would be worth pursuing.’

What’s right for you? In a small charity, you have to

choose your methods carefully. The Railway Land Wildlife Trust in Lewes, East Sussex has just four paid members of staff to deliver its charitable services. ‘We have very limited resources and it’s not possible to do everything,’ says programme coordinator Helen Meade. ‘We focus on running our Friends scheme, holding community events and applying to grant-giving trusts. With everything changing so fast at the moment, we are looking at new ideas, but they need to work for us as well as our supporters.’ ‘If I were starting work for a PTA right now I would advise them to

22 SPRING 2021

look at who has donated in the past and get to know those people better,’ says Jane Redman. ‘Are any of the parents or governors well-connected or infl uential? Build relationships with those people fi rst.’ Connecting with companies can

still result in good income and networking opportunities. Many fi rms out there want to offer support but are restricted in the way they can do it. You may fi nd businesses can still give but in a more creative way, perhaps by donating products or by offering volunteer time, she says. Trusts and foundations are

another good route, but can be extremely competitive. ‘Grants have long lead-in times and won’t work if you need funds right now, however it’s worth noting that many local trusts are now focusing on Covid recovery and children’s mental health.’ Although relatively new in most

schools, regular donation schemes have been gaining momentum and are a great way to keep money fl owing in to charities. ‘We’re all familiar with the appeals that begin, “Can you spare a few pounds a month to help our cause?”’ says Lisa Morrell, charity marketer at the RSPCA. ‘Asking for a small amount doesn’t ring alarm bells in people’s heads, and when they see it on their bank statement they won’t spend much time thinking about it. It might take some effort to get people to sign up initially, but if every parent in a school of 200 families gave £3 a month, that’s over £7,000 a year.’ Regular donations also help charities to plan

‘People like to give to a cause that’s close to their hearts, making the PTA well placed to attract strong support in the local community’

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