Development

Party politics

Fundraising events are popular in schools, but can distract from the bigger picture of reaching higher targets. Alison Graham cautions against focusing your efforts on a strategy that might not reap the rewards you intend

A common response in schools faced with the need to raise money is to propose a fundraising event. Many schools have active and enthusiastic parents’ associations that regularly run social events and other activities to raise useful sums of money for equipment and school projects.

It seems a tempting way of encouraging support, but there are real risks attached to this tactic unless the event is a carefully thought-out part of the overall plan. Beware the call to organise a fundraiser when you are planning a campaign; instead find other ways to harness that willingness to support the school.

Why avoid fundraising events? Big campaigns follow a simple plan: first, one must engage major donors and secure the handful of large gifts that account for half, or even more, of the total. This is done quietly, with no public awareness. Then the process is repeated to find the mid-level gifts. In these stages, you should have discreet conversations and meetings. Only when a good two-thirds of your target is pledged or given should you launch the open phase to all your supporters with full publicity. A fundraising event before this final phase will limit the campaign’s success.

Don’t take a risk
The greatest risk of a fundraising event is inoculation: some people will feel they have done their bit by buying tickets to the event or bidding at an auction. If they are also on your prospect list for larger gifts, you may fall short of finding the number of gifts you need.

Events often do not raise a great amount of money yet the time, effort and resource required in running a good occasion are huge. Who will do all the work and the administration? School staff, whether teachers or office staff, will not have spare capacity. A first-class committee of volunteers is needed, but they will need managing and supporting which has a resource implication, not least in time, for the school. What type of event is appropriate to your community? If a fair proportion of families benefit from bursaries, the high-price ticket, black-tie gala can be divisive. Can teachers afford to attend the event?

Control costs
Strict control must be kept on the event budget. As much profit as possible must be generated by seeking gifts in kind or getting sponsorship. How will tickets be sold? Can every volunteer member of the planning committee undertake to buy a table? The event must be a sell-out, but drumming up ticket sales can be hard work.

Fundraising events work when used strategically, as part of the final open phase, where every gift counts, and especially if your pupils are involved since their parents will turn out and support them. Events can play a useful role during a long campaign, when fresh impetus and enthusiasm are required or where keeping the project in the forefront of people’s minds is important.

A fundraiser can build that sense of urgency and excitement when the campaign must reach its target by a deadline. An event will be even more effective if supporters have the incentive of matched giving. Do you have a generous donor who might double whatever is raised? This can include ticket sales, bar takings, donations solicited from those who cannot attend, and even matching the gift aid.

School events are best used for getting to know prospects and supporters, identifying their interests and passions, and gathering information that will inform your fundraising strategy by qualifying and cultivating key constituents. Save the high-profile party to mark the closing of the successful campaign when you can thank all your donors and revel in success.

Alison Graham offers development and fundraising advice through her own consultancy, ÆGis4Consulting, and is also an associate with John Kelly Fundraising Consultants. 

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