A Fundraising Office or a Development Office – What’s the Difference and Does it Matter?
There is a difference and it matters a lot! The Fundraising Office will be perceived as simply looking at the immediate and short term task of raising funds (yes, of course there is a need for this) and many people within the school community, will stay clear of anything to do with that office. The reference to ‘hunters and gatherers’ or ‘smash and grab’ come to mind.
On the other hand, a good Development Office will function with a broader focus on alumni and parent relations with a range of activity to engage and build life long relationships, communications and marketing, and finally a broad and sustained fundraising programme. Too often, a aschool will make a decision to appoint a Development Director and start a development office because it has an urgent need for funds. That person’s brief is often set with unrealistic, short term targets – ‘go and get the money!’, however unfortunately, it doesn’t work that easily!
We are in the business of developing relationships and trust before we can expect support. That takes time, commitment and key individuals leading by example. S chools that have had a development function for many years, decades even, will testify to the long term benefits. There are always some people ready, willing and able to support immediately (some in a transformational way) because they may have had an association with the school, believe in it and feel passionate towards its aims and sometimes, we are the recipient of a stroke of good fortune.
Howver generally, we have to work hard to develop and sustain that warm feeling amongst the school community. This is the key role of development – building a more involved and committed school community. Then fundraising has a much greater chance of being successful and sustained through an energetic Development Office and a varied programme. So where do we start? That’s for another day…….
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