Innovative fundraising for schools
Back in 2013 when former cabinet minister David Blunkett commissioned a major inquiry into the UK’s donating habits, school children were found to play a significant role in fundraising. Children aged between 9 and 11 were revealed to have given almost £20 million to charity that year, which indicated a keenness to help others. The report suggested that this drive to make a difference should be made use of.
Why we need new ideas
While major favourites of primary schools such as the BBC’s Children in Need and Red Nose Day have apps to make donating fun and easy, schools themselves are finding that they're increasingly stretched for educational resources. Traditional fundraisers (fundraising events/campaigns) are facing issues: the public conscience turning ever further from confectionary-oriented fundraisers means fewer parents want to attend cake sales; parents, generally, are more pushed for time than ever, and may not be able to fit school based fundraisers into their schedules.
It's becoming clear that new, innovative ways to raise funds for schools need to be found – ways that suit school staff, parents and pupils alike.
Parents and families are on the go now more than ever, giving them less chance to attend any onsite school fundraising events, but fortunately, technology gives them the chance to get things done en route. Last year, Google research indicated that 17% of charitable donations are made on a mobile device, and this statistic is set to grow.
Phones and tablets bring the world to our pockets, and the level of connectivity offered by these devices enhances a few critical factors which are utterly inseparable from successful fundraising: a sense of community, a common awareness, a way of communicating your objectives, and a means of giving. Now is the ideal time for schools to look into the lower maintenance approaches to fundraising that use innovation to better suit people’s lifestyles.
Mobile wallets
The needs of busy parents have started to be recognised in recent years, and have sparked the growth of a number of notable new trends in school fundraising.
"Mobile wallet" companies have established simple online platforms for the use of charitable organisations such as schools. Adopting the basic idea of an online store, schools can either sell merchandise or simply collect donations, and parents, students and friends can make orders and contributions without the need to take time off work to do it in person.
This method is nice and versatile, and can be applied to any number of different fundraising activities. Not only is it far more accommodating of the demanding lives of parents and families, but it extends the reach of any fundraiser considerably.
Social media grows ever more powerful as a tool to raise awareness and share initiatives in every context. But while an invitation to an onsite fundraiser might demand at least a glance through the diary for many busy parents, a link to an online fundraising platform puts that fundraiser just a click away. The portability and convenience of the mobile wallet concept make donating to causes an easy thing that can be done at any time.
Printed and customised gifts
A particularly dominant trend is currently emerging on the school fundraising scene that reworks the classic concept of handmade greetings cards and school tea towels. Specialist gift printing companies have rolled out the self-portrait idea to include all manner of gifts and souvenirs, such as aprons, bags, mugs, mouse mats and keyrings. By inviting children to produce designs to be printed onto gifts, school classes enjoy a creative activity together in their effort to raise money, and families get delightful mementos to treasure from their children’s school days.
The extensive range of products now printed by such companies, as well as the versatility of the concept, has seen it become a regular occurrence in some schools. No longer limited to end-of-year or Christmas, gifts can be printed for any event or festival, as has been proven by schools designing Olympics-themed merchandise.
The low maintenance requirements of printed gift fundraisers really cater to the needs of PTAs. There are usually no upfront costs, and very little time outside of the school day is required for organisation, turning out remarkable returns for such little input. With the involvement of a mobile wallet company, anybody can purchase printed gifts from the school at any time, while PTAs are free to hold sales on school grounds that parents and children can visit and purchase from.
Text donations
We’re all very used to seeing charity campaigns on TV and in literature imploring us to text a number to make a small monetary donation to whichever cause. Well now, thanks to specialist facilitators, any charitable cause – whether for a registered charity or a local hero in need of help – can have its own phone number to make text donations to.
Again, very simple to set up and spread the word about, schools simply set up their fundraising page, personalise their text, and then let everybody know. With that, charitable donations are rounded up by the facilitator and passed on to the school to be spent however is deemed appropriate. This kind of fundraising is particularly simple and straightforward, with minimal effort needed on school staff’s part, and social media providing the perfect platform for passing on the message, and gaining as much support as possible.
Making a fundraising initiative work
Creating a successful fundraising initiative requires more than just a good idea. Fundraising relies on communication and enthusiasm for all involved; without either, there can be no real engagement.
Crucially, you need to start with a strong idea of specifically what you want to achieve, and how. Some initiatives, such as providing a successful new after-school offering, can be ambitious, while others – like updating the textbooks – are simple. All, however, are important, and the key in any fundraising initiative lies in conveying that importance to your potential donors in an inviting way which generates enthusiasm.
Whether your goals are modest or ambitious, knowing exactly what you want to achieve and how will give your initiative momentum and help you to communicate its importance to others in a way which paints a bright, vibrant image of the future.
Putting a number on your goal can be a good way of bringing energy to a fundraiser. Setting a definite success threshold can help not only to provide a concrete objective, but also allows you to share progress with everyone involved as you track progress toward that target.
Look to your expectations for the fundraiser, and strike a balance between ambition, which can help to motivate people, and realism, which makes for attainable goals. Aiming too high can rob a fundraiser of that sense of achievement; falling short of an ambitious goal doesn't mean your fundraiser wasn't valuable, but setting the bar unrealistically high can lead to an unattainable definition of success. Hitting that fundraising target gives a real sense of achievement to all involved, and can grow your school community's confidence in and enthusiasm for fundraising.
A clear and effective plan
Setting realistic goals, communicating your message clearly and delivering an effective and enjoyable fundraiser are far easier objectives with a clear and effective plan.
Creating an overall fundraising strategy which picks out the strengths and preferences of pupils, staff and parents alike and sets out priorities according to level of need is certainly a great way to ensure a clear and energetic approach for any one fundraiser But it also ensures that ongoing fundraising efforts are focused, consistent and as impactful as possible.
When one fundraiser feels enjoyable and meaningful for those involved, it paints the next effort as an inviting opportunity and paves the way for future successes.
Remember that you're not alone in sharing and spreading enthusiasm for your fundraiser. Enthusiasm is infectious, and children can have an almost supernatural capacity for enthusiasm when they encounter something genuinely engaging. Sharing space, time and effort with others is an enormous part of what school is about at every stage of education. Getting involved in a common project and working toward a shared goal can amplify that sense of working together which is so important in a school environment, and fill pupils with enthusiasm for the fundraiser.
Creative projects especially can really strike a chord for children of all ages, making your pupils the perfect ambassadors to spread interest and engagement throughout your school community, whether at the dinner table or on Facebook.
Far more fundraising opportunities
The charity sector is awakening to the possibilities of fundraising in the 21st century, and is taking steps to make raising money easier and more imaginative. As third-party companies, such as text donation and printing services, take the time and effort out of the fundraising process, it presents PTAs and schools everywhere with far more opportunities for new, innovative and easy fundraising.
