Professional Documents
Culture Documents
Fu n
n tials of
Th e E s s e
hapter 1:
C Getting started 8
Lesson 1: Goal setting the SMART way 8
Lesson 2: Appoint a fundraising coordinator 9
Lesson 3: Use your Fundraising Handover Manual 9
hapter 2:
C Setting your fundraising calendar 10
Lesson 4: It pays to go for a mix of fundraisers 10
A place for tradition: Should you repeat the same fundraiser? 11
When to hold your fund-raiser? 11
Lesson 5: Keep fundraising drives short and snappy 12
hapter 3:
C Choosing your fundraiser and supplier 14
How quickly do you need to meet your financial goal? 14
Are you looking at an ‘event’ or a sales program? 14
Lesson 6: Fundraising drives offer popular profitable possibilities 15
What about online fundraising programs? 19
Consider your market 20
If you’re selling, who forms your sales team? 22
Lesson 7: Raffles – there are legal obligations and then a prize 26
How to choose a supplier 26
Lesson 8: A good fundraising supplier will not only answer your
questions – but want to know more about you too 27
Questions you need to ask 27
Questions you should be asked 28
Ask for a reference or two 28
Lesson 9: Keep it simple 28
hapter 5:
C The fundraiser’s not finished ‘til the
handover manual’s done! 38
Handling orders and shipments 38
Before dispatch 38
Lesson 15: Share the outcome with your community 39
Lesson 16: Update your Fundraising Handover Manual 40
hapter 6:
C Volunteers 42
Lesson 17: Know who’s got what to offer 42
Lesson 18: Avoid fundraising fatigue 43
Lesson 19: Boosting parent support 43
Create a volunteer sign-up board 43
Lesson 20: Keep those lines of communication open 46
Lesson 21: Feeling valued goes a long way 47
hapter 7:
C Building a partnership from the broader community 49
Lesson 22: Don’t put grants in the too-hard basket 49
Direct Digital
This ebook was inspired by and is dedicated with love to the memory of Helen Creswick.
Agreed – all key stakeholders agree to the goal and have a stake in it
Realistic – don’t be too ambitious
Timely – a time frame is built in.
Now that’s SMART!
Applying the SMART principles, you’ll see that ‘we want to contribute towards the
school’s new science building’ is too broad. ‘We want to outfit the canteen in the new
science building’ is better but not quite there.
These are great goals:
‘All funds raised from the club’s Trivia Night will be used to send players to the
interstate meet during the Easter holidays.’
‘We want to raise $5000 by 30 June to install shade sails in the playground.’
Such specific outcomes mean you can get actual quotes for what’s needed and set real
financial goals.
BONUS ADVANTAGE!
Knowing absolutely how much money is needed and how it will be spent provides
motivation and focus for helpers and supporters. We’ll talk more about these
important people soon.
TIP
Financial success does not equate with the percentage of gross sales a fundraising
supplier provides. There’s much more to it. Chapter 3: ‘Choosing a fundraiser and
supplier’ explains.
TIP
Find out what’s happening in your locality before committing to dates. Are there likely
to be important clashes?
“It’s really important to know what others are doing too. Our daughter’s Open Day
always coincides with the local boys’ school walkathon – and we’re not the only parents
with children at both schools. Trying to support both means we’re frazzled and
clockwatching on a Sunday and the kids are being rushed from one place to another.
No one really enjoys their event.”
Sandra, parent, Brisbane
In this way you have a mix of direct sales, a children’s activity, a community builder and
a fundraiser piggybacking on a popular calendar event.
Your Fundraising Report Card will tell you what has worked in the past. You’ll also see if
a golden oldie has become a little tired and needs either some revitalisation or a rest.
TIP
Keep clear of school holidays. Families need time off! The last thing they want to think
about is fundraising.
TIP
One Brisbane state primary school’s P&C hold a fete as its main fundraiser on the
Saturday immediately before Mothers’ Day. Quality craft items, cakes, bunches of
flowers and home-cooked casseroles – perfect presents for mums – are available for
sale. The P&C makes about $80 000 profit annually. Bonus: the clean-up is the next day
and a dads’ only event!
Prize
Draw:
facebook.com/fundraisingdirectory or follow the link from our website
TIP
Money’s tight. Focus your fundraising on products that your supporters will need to buy
anyway, like books, toys, sunscreen, batteries – and make sure that what is offered is
quality.
“I have found day-to-day purchases turned into fundraisers don’t burn a hole in the
budget. They simply require a change in where the ‘spend’ happens.”
Marisa, parent, Newcastle
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TIP
The sweet fundraising debate – getting the balance right
Chocolates and lollies will always sell but you may come up against some vocal
opposition, encouraging obesity, yadda yadda yadda.
I’m all for healthy active lifestyles and having a diet that incorporates a little of a lot:
nutritionists call that balance. Balance is healthy.
So here are my tips for finding balance - and fundraising success - selling chocolates
and lollies:
1. Give parents the opportunity to opt-out up front. Send a note home to all families
about the fundraiser and ask them to let you know if they do not wish to
participate. Respect conscientious objectors and suggest instead a donation of,
say, $20 as their contribution.
2. Encourage parents to take a box (or two or three) to their workplace. That
removes the temptation from the playground and opens up the wallets of those
outside the school community.
3. Direct at least some of the money raised towards an activity-based investment.
4. Alternate the chocolate drive with an activity-based fundraiser such as a
walkathon.
5. Use the fundraising effort to educate children about ‘sometimes’ foods.
Prize
Draw:
facebook.com/fundraisingdirectory or follow the link from our website
TIP
Involving children in fundraising
Children are not being exploited when they’re involved in fundraising. They learn a few
realities about life.
For example, children learn that things don’t ‘just appear’ in their classroom or Cub den.
Just like they have to save up pocket money for the latest gizmo, the cool new
playground didn’t just materialise.
Being a part of the sales team, children learn about community spirit.
Their involvement can be a great boost to their self-confidence too.
A word of caution though…
Times have changed and there is no way I advocate children selling or seeking
sponsorship door-to-door without parental supervision.
By all means have a roster of children selling raffle tickets in the local mall – but have a
number of parents there to keep an eye on them.
Likewise escort your child around the neighbourhood and hover just behind him as he
knocks on the door.
“Out of the mouths of babes…”
Children’s views are fresh and honest. Why not ask for their ideas about a fundraiser,
such as what prize would work as an incentive for taking part.
One school I know did this and discovered that a high bounce ball was motivating all
the kids one year, and it turned out to be the least expensive incentive prize – a win-win!
But it may well ‘suck’ the next year.
TIP
Australian Fundraising charges a fee for doing all the hard work. It looks after the legal
aspects, organises great holiday prizes – accommodation in quality motels around
Australia; prints personalised tickets and presents the tickets in sellable bundles. You
only buy as many as you are confident you can sell (the value of the prize reflects sales).
TIP
Percentage does not necessarily translate into profit.
If one company offers you 50% of gross sales and another offers you 40%, ask why.
It could be that the ‘40%’ company offers useful ‘extras’ that could boost sales and save
time e.g. kick-offs, incentives, timely delivery of merchandise, customised packaging for
individual. Perhaps the quality is so superior that an increased sales volume will net
your group more money.
Don’t take the percentage of sales at face value.
TIP
“Having a box of chocolates just turn up, expecting to be sold, without any
communication, made me very cross. It was like I had no option. The fact that my
child was at a private school added insult to injury.” Georgia, parent, Melbourne
This is a lesson in what not to do! I’ve already outlined my strategy for selling chocolates
and lollies (page 19). In failing to communicate an upcoming fund-raiser at all, Georgia’s
school committee really got her off-side. They could kiss her support good-bye.
You need to be on the parents’ radar.
We’re all busy. There’s a lot going on. Sometimes we need to be reminded what day of
the week it is!
Securing your fundraiser in the school calendar is good but that doesn’t mean it will be
remembered.
Pre-publicity is vital. The lead-up is the time to really whip up support. It will work
best if you can demonstrate what is in it for them (or more specifically their little
darling).
If your school or club has a website, use it to post a ‘Coming Soon’ notice. Think of it like
an advertisement. You’re out to convince a buying population to invest in your product.
Make a connection between the donation and the goal. The more visual, the better.
There’s no such thing as too many posters: you want them on every classroom door,
at every school entrance, in the office, at the canteen, in the library, even in the
adults’ toilets.
If you’re fundraising for an activity-based group such as ballet or soccer, with lots of
comings and goings, you need to have someone handing out flyers announcing this
‘up-coming fundraiser’ at every single training session a week or two before launch day.
30 The Essentials of Fundraising e-book
Fundraising drive essentials
Lesson 11: Databases are invaluable.
Privacy laws mean schools and clubs cannot pass on family’s details without their
permission. Some clubs and schools have even stopped providing a class/team contacts
list for fear of breaching these laws. Unless you are a real social networker, you may not
have a lot of contacts.
From here on, work to build up your contact database for your committee.
Include a ‘Request for contact details’ form in your team sign-up papers or the school
enrolment pack.
Why is it important?
Perhaps it’s the kids I know but from experience, notices sent home have a habit of
going astray – more so as a child gets older!
Having a contact database means you can send out group emails, including pre-
publicity for your upcoming fundraiser.
Include details of when the fundraiser kicks off -- and when money and orders or
responses are due in.
Launching your fundraiser
Georgia’s school sent home a box of chocolates to be sold. No heralding, no fanfare.
One unhappy parent.
TIP
A sea of papers flood in to our home, all needing attention; all, invariably, white
coloured. A bright colour will give your fundraising flyer immediate stand-out qualities.
Rosemary, parent, Melbourne
If your fundraiser has a quirky angle to it – or a stand-out goal – you might even secure
some publicity in your local newspaper. Contact the chief of staff about three weeks
beforehand (if it’s a weekly newspaper).
Your community radio station is likely to give you some airtime too.
TIP
S ome fundraising suppliers offer BIG prizes for choosing them. For example, your group
may go into the draw to win a family holiday because your group (a) used Supplier X
and (b) reached a certain sales target. This prize could be raffled at another fundraiser
- without costing you a cent!
Maintaining momentum
Every fundraising drive has a beginning, middle and an end.
If you’ve kept your fundraiser short and sharp, the middle point is a week or three after
launch date.
It’s time for an update on assembly. It’s time for a reminder in the newsletter. It’s time to
sing the praises of the class that’s done particularly well. It’s time to stir up a little
rivalry.
Consider a visual gimmick as a way of showing progress.
Driving it home!
You’ve heard it: “Oh I meant to get the order form in on time”.
Avoid disappointment – most notably your committee’s at having lost sales!
Days before the cut-off date, ram home the message to act now.
Use your posters, flyers, appearances on assembly and email reminders.
To stick with the deadline or not?
You absolutely must have an end date. Otherwise your fundraiser goes from sizzle
to fizzle.
However a little leniency – or understanding – may earn you some serious late orders.
TIP
Yes you need to have a deadline. But human nature – and being busy – means we often
don’t get to things when we mean to. Extend the deadline a few days – at most a week.
You’re likely to get a flood of later orders in, and that’s money in the bank.
Rosemary, parent, Melbourne
TIP
Pay particular attention to the expiry date on credit cards. Too often, a supporter fills
out the order form without thinking whether the card will still be good to use at the end
of the fundraising drive!
Before despatch
1. Work in pairs again - one calls the order, one checks the product.
2. Double check the products for damaged or missing merchandise before sending
them home.
3. Work in a clear, clean space that’s secure - in case you need to lock up uncollected
goods.
4. Arrange collection times that are convenient to your supporters.
TIP
Do you have a phone number on the credit card slip?
That way the supplier can follow up any ‘problem’ payments such as incorrect numbers
or expired cards without you having to make what could be an ‘awkward’ call.
TIP
Our school has a policy of not fundraising for our own benefit.
The Victorian bushfires were close to us – most of the school community knew someone
affected – and we held a Penguin book drive for another, small public, school that had
been burnt down.
Administratively it was easy. Catalogues went home and parents sent their orders in.
They knew the product – and they were moved by the tragedy.
Penguin offers a percentage of sales – in money or books. Parents saw that they were
not only buying for their own children but for others, so there was a double benefit.
We took the book option and were able to drop off $3000 worth of books to the other
school.
I worked with the library captains in every class and involved the students in
selecting books.
As a follow-up, I put a notice in the newsletter thanking ‘everyone’ without naming
names and created personalised thank-you cards that were attached to every order.
In this way, everyone’s support was acknowledged without breaching anyone’s privacy.
Marissa, fundraising coordinator, Ivanhoe, Victoria
Prize
Draw:
facebook.com/fundraisingdirectory or follow the link from our website
TIP
Protect your volunteers’ privacy: use the Blind Copy field when sending an email to lots
of people.
The social networking web site Facebook is a free service that you can use to keep in
touch with your fundraising volunteers. You can share ideas via messages posted on
the ‘wall’. You can also ‘grow’ your volunteer base by adding new members.
TIP
During your fundraising efforts, allocate a ‘volunteer of the week’ car space in the
school or clubhouse car park. Reward a different helper each week.
When the fundraiser is over, I know you will place a note in the newsletter thanking all
who helped and supported (won’t you!); but that’s not enough. Nor is a generic ‘thanks
everyone’ at the next meeting.
Something personal is called for:
A handwritten note or card from the committee president is a nice gesture
(emails are not personal enough!).
Throw a party - e.g. a backyard BBQ - inviting all who helped. This creates a sense
of community and is fun. Make the volunteers the focus on the evening with a
thank-you speech.
Reward truly hard-working volunteers - the ones you couldn’t have succeeded
without - by presenting a gift or prize, and make it public such as at a school
assembly or sporting club awards night. Create a sense of occasion!
TIP
Your local councillor and State parliamentarian can be useful supporters too,
particularly providing in-kind support such as photocopying flyers. Just like the
butcher, such help warrants acknowledgement.
1. Introduce yourself when you do not want anything from them. Simply say that
you have been given the job of fundraising for your group and you just wanted to
get out and introduce yourself to local businesses.
2. Collect contact details – name, phone number and email address. You now have a
direct line of contact.
3. Keep your business contacts informed about what’s going on in your group. A
regular email update costs nothing.
4. When it’s time to ask for something, offer something in return.
Profile a business ‘supporter’ in your newsletter
Urge your community to ‘support those who support us’ with a list of
businesses and their websites or phone numbers
TIP
When it’s a big ‘ask’… like a major raffle prize
Set out a proposal in writing.
Establish clearly what you are asking for.
Detail how your group will benefit – how this support will be used to achieve your
specific goal.
Are there benefits to the wider community as well from your goal? If so, include
that to strengthen your case.
Benefits to [the business supporter]. Feel-good is one thing but tangible benefits
are better. For example, ‘Your business will be highlighted as a supporter of our
school in our weekly newsletter, read by 400 local families’.
Offer to link their business to your website etc.