RUNNING A PTA – Demonstrating impact
GET STARTED WITH: Demonstrating impact
Take your communications to the next level by showing the difference you make
W
hen you’ve spent hours planning and running a successful event, it feels good to count the takings
and tell everyone how much you raised. Publicising profi ts in this way enables people to see what the PTA does at a practical level, but it doesn’t explain where the money has gone or help them understand why it’s needed. Showing how the children benefi tted from what the PTA funded can profoundly affect supporters’ perception of its value, leading to increased engagement.
Show and tell Quantitative data is all about numbers. It answers the questions: how many, how often and how much? So instead of saying: ‘The PTA contributed £1,000 towards running the school swimming pool,’ you might take a different angle, for example: ‘The money you raised paid for 300 swimming lessons.’ If 15 children swam their fi rst length this year, that’s further evidence of the difference you made. Qualitative data is about storytelling
and comes from people’s direct experiences. Hearing from the children is ideal, but their teachers will also have a story to tell. For example, have
the children reported an increase in confi dence as a result of their swimming lessons? Statistics appeal to the head, while
stories appeal to the heart. Be as visual as possible: presenting numbers as brightly coloured infographics and adding photos to quotes will help reinforce the message.
Work with the school Start with something simple – an ambitious project involving multiple videos and pupil interviews may sound overwhelming. A project like this needs a good relationship with the school, and you may need to convince them of its value. Find examples of what other charities have done and show them to the headteacher or your PTA staff liaison. Ask if the school already creates any reports or information you can access. Make it clear you’ll comply with rules around permissions for photographs and quotes.
Get started ● Ask a question: The next time the
PTA is asked to fund something, ask what the benefi ts are for the children
and use them in your communications. ● Use images: If you’ve paid for a
‘They’d never had
lessons outside of school, but during the summer holidays I suddenly realised my children could swim, which meant I could relax too.’
Kate, Year 5 mum
The money you raised paid for 300 swimming lessons
classroom item, ask if the teacher can take a quick photo and email it to the PTA, along with one sentence about why it’s important and how it will support learning. Include images of
smiling pupils if possible. ●Make a quick questionnaire: Ask teachers to answer a few questions about something you’ve already bought: What is it? Why is it useful? How do the children benefi t? Did anyone say anything memorable? Leave space for a quote from the teacher and one from a pupil, but don’t insist on them. An online form might be more
useful than pieces of paper. ● Put it on the agenda: Ask at PTA meetings if there are any quotes from the children or statistics you can use. Stories don’t have to be lengthy – a few
sentences are enough to elicit emotion. ● Group things together: Take less of everyone’s time by asking for information once a term, or concentrate on more signifi cant PTA purchases such as technology, outdoor play areas or books for the library.
Three tips for demonstrating impact ● Engage the community: Make your information public and use it to encourage support from local businesses and grant-giving trusts.
● Say it again: For anyone who missed it the fi rst time, make a display with images of smiling children alongside stories and quotes and place it prominently at big events.
● Take it further: Once supporters gain a greater understanding of the value of your group, look into options such as regular giving or hold a volunteer drive.
pta.co.uk SPRING 2023 29
WORDS: CAROL ROGERSON; IMAGES: IRINA CHEREMISINOVA/
ISTOCKPHOTO.COM
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