Making the Grade With Successful School Fundraising
By Kristine Holtz

Public and private schools alike are up against funding challenges. At public schools, the tax base is not covering many basic needs, and these shortfalls have a direct impact on our children.  Christian schools face the added complexity of being largely self-funded through tuition costs and contributions from the broader congregation, if associated with a church. 

As such, the need to raise additional funds throughout the year is necessary to sustain an environment that provides physical items, resources, and programs that enhance the school experience. While everyone is aware of this reality, encouraging participation in fundraising efforts is not always easy. In fact, even the most successful fundraisers only net 25-50% participation. 

Let’s take a look at some of the factors that impact the success of your fundraising efforts.

Understanding—and Changing— the Mindset
How many times have you heard, “Wouldn’t it be easier to just write a check and skip this fundraising thing all together?” The answer is, “Not necessarily so.” Product fundraisers, for example, offer the opportunity to purchase usable items with a percentage of profit going back to your school. 

In a recent survey conducted by AFRDS in conjunction with PTO Today Magazine and Time Inc., 79% of respondents that sponsored at least one product fundraiser during the school year cited it as the most profitable fundraiser they executed. Also cited is the fact that product sales have the propensity to yield consistent results from year-to-year. This is important given that the most profitable fundraisers can net schools $15,000 or more. Even more important, though, is creating an environment that best utilizes the time and talents of everyone involved in the fundraising process.

Plan Your Work and Work Your Plan
One of the first steps in the process is to develop an annual fundraising calendar with specific monetary goals, applying a “less is more” philosophy. 

Again referencing the recent AFRDS survey, among schools whose most successful fundraising program netted more than $15,000, 65% limited total school-wide fundraisers to no more than four. Anything more than that, and you risk falling into the “tap out trap,” where parents feel overextended and volunteers lose momentum. This can have a significant impact on results. 

Distribute a calendar to parents at the beginning of the school year so that they know what to expect and where you’ll need their help. Be sure to outline what your specific goals are for the year. Saying “We want to invest in our kids by upgrading our computers” goes a lot farther than “We need to increase the general fund.” Even if the funds generated do go into a general fund, let parents know how the money will be allocated (for example, for the 8th-grade class trip, teacher supplies, or new playground equipment). Knowing what your goals are for the year and how the funds will be used fosters a sense of ownership amongst everyone involved in the process. 

Expect Expertise from the Experts
Picking the right fundraising partner can make a big difference in your results. An experienced company can provide guidance as to what works and what doesn’t. They’ll present you with a reasonable profit plan that is calculated on realistic measures. They’ll provide you with a variety of marketing materials to launch and support your program.

Some other things to consider when choosing a fundraising partner: 

* Will they let you speak to past customers? 
* Will they guarantee their products? 
* Are they set up to process online orders for added convenience? 
* Do they offer a breadth of programs to sustain your efforts throughout the year? 

Most importantly, an experienced fundraising company should offer you a dedicated representative to encourage and support your team along the way—and, to step in to help if early results are sluggish.

Communication Is Key
Successful businesses advertise. In the same way, a key part of any successful fundraising program is ongoing communication. Consider kicking off your program with a parent meeting or assembly to generate excitement. You can also use this time to share your goals and distribute flyers and order forms. 

Send flyers home with students or insert materials into newsletters or other school communication vehicles. Make use of the PA system for updates and reminders. Tap into your school’s Web site and e-mail system to reach people after hours. Contact your community newspaper to reach community members that may wish to support your efforts. All of these ideas will help keep your program at the top of everyone’s mind.

We All Like to Have Fun
When putting out a call for help, try mixing in a little fun. In my line of work, I hear terrific stories of schools coming up with clever ways to better engage students. I wonder how many principals have taken a pie in the face when their school exceeded its goals. Or, how many classrooms have earned pizza parties, crazy hair days, or no-uniform days. And, I salute the principal that placed his desk on the roof for a day while excited students waved from below.  Who says fundraising can’t be fun?

With Sincere Appreciation
Volunteers make a tremendous difference in our schools and communities. Amidst the busyness of launching your program, distributing forms, and collecting orders, take time to recognize the efforts of everyone involved. People like to know that they’re appreciated. A note of thanks goes a long way toward keeping people motivated and in establishing support for future programs.

Successful fundraising programs allow your school to purchase resources and offer programs that would not otherwise be possible. And, the combined efforts of an experienced fundraising partner and your team of volunteers can positively impact your ability to do just that. 

As you consider the role of fundraising within your school, this quote from Margaret Meade may be of encouragement to you: “Never underestimate the power of a small group of committed citizens to change the world. Indeed, it has never been done otherwise.”

Kristine Holtz is president and chief executive officer of Market Day, a food fundraising company that has provided high-quality items at a value to customers for more than 30 years, while helping the organizations it serves raise more than $425 million. 

Product Roundup

GoodSearch.com
Thousands of schools across the country are taking advantage of two new fundraising tools that allow students, teachers and parents to financially help out without spending money of their own. GoodSearch.com is a Yahoo-powered search engine that makes a donation for every search, and GoodShop.com is an online shopping mall of more than 700 leading retailers that directs a percentage of every sale to the user's favorite charity. Lack of funding causes schools to get creative, turning to these services to raise funds without asking their supporters for money.
www.GoodSearch.com

Diamond Yards Engraved Bricks
Since 2002, Diamond Yards Engraved Bricks have helped numerous schools beautify their properties with engraved bricks. Whether you are raising funds for capital improvements or school projects or dedicating new facilities, Diamond Yards Engraved Bricks can get the job done for your group. They can save you money on the production, delivery, and engraving process, while at the same time delivering you an unforgettable finished product. Diamond Yards can also help by creating a brick order form with your complete information at no additional cost. 
www.diamondyardsbricks.com

eTapestry
Move your fundraising software forward without holding your mission back. With eTapestry’s special offer, you can be up and running in 30 days, or it’s free! Changing your fundraising software doesn't mean you have to stop changing the world. Switch to eTapestry, and the company guarantees you will be raising money with them in just one month (instead of the usual three to six months). If not, you will get their on-demand fundraising software free for a year. eTapestry is a leading fundraising database.
www.etapestry.com

Createphotocalendars.com
Create high-quality custom photo calendars and raise money for your school or organizations. You will be able to add your photos, dates, and your organization’s information. Give customers and donors something functional and beautiful. This offers great profit potential, and you can create your calendar for free.
www.createphotocalendars.com

Blackbaud
Blackbaud has announced the integration between Sphere, an industry-leading online marketing and fundraising tool set produced by its Kintera division, with The Raiser’s Edge, Blackbaud’s fundraising management solution. By leveraging a single, powerful system that combines the high-touch fundraising solutions offered by Blackbaud with the online constituent acquisition tools of Sphere, nonprofit organizations that rely heavily on high-volume online acquisition, marketing, and engagement will also be able to operate more efficiently and manage constituent relationships more effectively.
www.blackbaud.com

Gift Bricks
Since 1983, Gift Bricks has proven success with engraved personalized bricks, donor tile walls and floors, and sponsored benches for fundraising projects for schools and playgrounds. Whatever your goals, the professional staff of Gift Bricks can provide you with expertise in planning, marketing, and installation of any engraved materials. Programs include engraved brick paver walkways, garden parks, architectural monuments & markers, and engraved tile walls.
www.giftbricks.com

cMarket
St. Mary’s School in Rockwood, Minnesota, is just one of 60 Catholic schools across the country running online fundraising auctions this fall, giving shoppers a chance to support the school while doing their holiday shopping. cMarket, a leader in online auction fundraising, has helped more than 1,000 K-12 schools raise nearly $7 million through auctions, and this year will host hundreds of auctions with thousands of unique items to attract even more money. Schools can opt into the BiddingForGood shopping site and invite an additional 100,000 potential bidders to their auction. 
www.cmarket.com

Fieldhouse
Open a free online store today and save time and money while fundraising. With no minimums and no inventory to stock, all you have to do is tell parents, students, staff and alumni about your store. And, Fieldhouse will design free posters and flyers, too. Your store will have hundreds of products ranging from t-shirts, sweatshirts and polos, to mousepads and mugs. All products will be available in the school colors your select during signup – it is that easy.
www.fieldhouse.com

Dazzling Delicacies
Dazzling Delicacies fund raising programs offer high-profit programs to help you raise needed fund for your school. Great-tasting Dazzling Delicacies fund raising chocolate bars are attractively packaged and made in the U.S.A. Other products include gift-boxed chocolates, flashlights and batteries, cookie and muffin mixes, gourmet spices in grinders. Dazzling Delicacies is a member of the Association of Fund Raising Distributors and Suppliers (AFRDS).
www.bergfundraising.com

Gold Medal Products
Make 70% to 80% profits at your next fundraiser with popcorn, cotton candy, caramel corn, nachos, pretzels, games and more. Gold Medal Products Co. is here to help you make the most money for your school or organization with the greatest ease. They are the one-stop shop for machines and supplies that have low food costs and great appeal. Plus, they are easy to use and take up minimal space.
www.gmpopcorn.com