General Fundraising
Take the high ground
Thoughts of a major capital campaign during a recession may seem a bizarre notion, but actually this is a good time to think long-term and plan to meet your school’s future needs, writes Alison Graham
New facilities still need to be built, endowments increased and bursary schemes financed: all these can benefit from a capital campaign. The economic downturn offers a breathing space to prepare your institution so that you are ready to undertake a major campaign when the recovery comes.
Checking the boxes
Major capital campaigns require sustained and focused activity throughout the entire project, but are considerably helped by a strong leadership team working to a clear and regularly audited plan, writes Alison Graham
Capital campaigns typically last 18 to 36 months and fall into three phases: early major gift work, a middle stage and the final open phase when all supporters are invited to contribute. The initial focus on winning major gifts has all the freshness of the new campaign plus the buzz of securing the vital lead donations from those closest to the institution through quiet, confidential activity.
London calling
As fee income looks set to tumble for some schools, a proactive response can be critical. Tori Roddy outlines how her school introduced a successful telephone fundraising campaign and here reveals the results
At Westminster School, we have had an active alumni relations programme and have targeted major gift initiatives for more than 20 years, both run through the development office. Last year, keen to engage our entire community, we launched our first long-term annual giving initiative. Fully supported by the governing body and heads of department, The Fund for Westminster’s purpose is to support bursaries and a number of academic and community projects that help the school meet its commitment to excellence in education.
Data masters
When your school sets up a development office, an effective fundraising database should be at the top of the shopping list. Kate Chernyshov explains the benefits of this essential support system for your campaigns
You may well begin your fundraising by using Microsoft Office Access, or a version of it that has been enhanced by a former pupil who took the records from the card index file and computerised them, allowing you to print off labels when you mail your alumni magazine to the hundreds who still pay their £5 subs.
Making cents
US independent school fees do not cover the costs of running the school and educating the pupils: financial and fundraising innovation is required. Amada Torres reports on how they capture alternative sources of income
During the last 10 years, independent school tuition in the US has soared. According to National Association of Independent Schools (NAIS) data, US day school tuition growth outpaced inflation by 25 per cent between 1999 and 2009, and seven-day boarding school tuition increased by 32 per cent over inflation during the same period. Yet, despite the escalating fees, tuition does not cover the costs schools incur to educate each child.
Eyes on the prize
Sourcing the funding to get your project up and running requires a little inside knowledge. Liz and Mike Behnke outline the funding opportunities available to independent schools to help develop their sports facilities
What funding is available to independent schools? The immediate answer is not always straightforward as major sources of funding appear to be harder to get and the various pots seem to be shrinking. There are, however, still many sources of funding and to be successful in accessing some of that money you have to be focused on your project.
Where there’s a will
How to make the most of legacies, by Alison Talbot and Adrian Pashley
With levels of legacy income continuing to rise, many more charities are identifying gifts in wills as a potentially lucrative source of funding and are considering or embarking upon extensive legacy marketing campaigns. The value of gifts made in wills can vary widely from one will to the next, ranging from a small pecuniary (cash) legacy to gifts of property or share portfolios or even a gift to the charity of a percentage of the residuary (overall) estate.
Assuring the future
Legacies have played a significant role in creating and transforming educational institutions, yet many development professionals overlook this potentially largest source of philanthropic income, writes Sean Rainey
There are a number of generalisations that explain why legacy fundraising is struggling to find its way to the top of most development directors’ list of things to do
>> read more
That’s what friends are for
Many independent schools ask their alumni to provide additional funding to refurbish or build facilities, and to fund bursaries. Mark Jefferies cautions patience and explains how to cultivate this long-term giving
In successful schools, there is invariably a fund of goodwill among parents; the school builds relationships with them and creates the goodwill by doing its job well.
>> read more
Net benefits
More than £20 billion is spent on online purchases in the UK every year, from mobile phones to holidays to the weekly groceries. This offers schools a compelling way to raise funds with relatively little effort, writes Andrew Maiden
Most of the parents with children at your school have a home internet connection. According to recent estimates, this figure is around 60 per cent, with the majority of them making regular online purchases. Since there are now specialist affinity shopping portals that offer commission to schools on purchases made by parents and other school supporters, the internet can provide a compelling way of boosting the school coffers.
>> read more
Share and share alike
Although the donation of shares has recently been the subject of some less than complimentary press, it is still one of the best kept secrets of Gordon Brown’s tax-effective giving incentives, Barry Gower believes
While gift aid gets the lion’s share of publicity because it constitutes the biggest portion of tax paid back, there is still a role to be played by the three other components: payroll-giving, legacies and donation of shares. In this article, we will look at how the donation of shares works and how it can be used as a fundraising tool.
>> read more
Getting on famously
Some independent schools recruit famous figures to help drive fundraising campaigns or to raise the school’s profile. Eileen Hammond looks at some of the key issues to consider before embarking on this pursuit
Leading figures (celebrities, politicians, sports people, entertainers, TV personalities and so on) can give credibility and stature to enhance fundraising, marketing and PR for any organisation – and schools are no exception. Chosen after careful consideration, they can be real assets.
>> read more
Hitting your targets
Many independent schools are introducing or increasing their numbers of bursaries to demonstrate public benefit. Mark Jefferies reviews the types of bursaries and shows how to raise the funding for them
The ending of the assisted places scheme has been a worrying development, not least for the schoolsthemselves. However, just as there are two essential elements for successful fundraising when looking at donors – means and inclination – so there are two essential requirements for increasing the number of pupils on bursaries. They are, firstly, finance, and secondly, the ability to attract potential bursary pupils who meet the academic and financial requirements.
>> read more
Keep the money rolling in
Finding new donors and supporters is hard work. Yet they can be the bedrock of funding for future projects. All the more reason, then, to find ways of keeping them interested in ongoing donations, writes Andrew Maiden
Once you have been able to secure a donation or grant for your school from a new source, it is imperative that you continue to work hard to maintain and develop this relationship. After all, attracting funds to your school can be difficult. So when money is forthcoming, you now have a friendly prospect who may be willing to donate more in the future if you keep them informed.
>> read more
Appealing for funds
Independent school fundraising has traditionally consisted of a single appeal, which focused on a major capital project. Timothy Finn extols the virtues of the development office in looking at the broader picture
The success of the traditional school appeal can be attributed to a number of factors. Firstly, those who conducted the appeal – usually external consultants – consisted of a small number of highly experienced practitioners, trained to maximise every opportunity. Secondly, independent school parents were one of the few groups in the UK who were conditioned to charitable giving; despite the burden of school fees, fee-paying parents actually expected to be asked for donations. Finally, the residential boarding school system at that time was very well suited to addressing whole assemblies of parents by year groups.
The golden goose
Most schools are looking for new sources of non-fee income. Actually, there is a way of boosting the bottom line while, at the same time, attracting more pupils to your school. Rachel Kerr explains the twin benefits of lettings
Most independent schools are familiar with the concept of facilities letting. Hiring out the sports courts, the main hall, and the pool – if you have one – are part and parcel of school life. But what, if any, strategic importance does your school place on lettings? Is this revenue-generator working as hard as it can for you, or are you happy to let it to tick along haphazardly?
>> read more
Summertime brings income
School holidays and, in particular, the summer break can offer many opportunities to bring a welcome boost in funds
Since most school grounds have sports pitches and facilities, offering sports coaching should be a first consideration. Football coaching programmes are usually the most popular. By working with or under the auspices of the Football Association, you could organise or associate with a partner to run training schemes. This could run the length of the summer holidays, but more probably as a series of week-long training courses to allow for families' own holidays and the cost. But there are other considerations.
>> read more
