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Taking School Fundraising to Next Level - About the Donor

Taking Fundraising to the Next Level – Think in terms of the donor!

In some schools, the level of engagement and support from alumni, whether or not the alumni society is behind that support, is a good indication of the success or growth of a fundraising culture in the school.  To take this to another level by engaging parent support for fundraising is sometimes a step not encouraged by the Head or board.  
Independent education is expensive and schools understand and respect the commitment families make to school fees and are sometimes reluctant to ask for direct fundraising support.  There are always a number of individuals or families who have the interest and ability to help for whatever reason, but with major gift fundraising, schools must think in terms of the potential donor’s interests and time-frames and not simply the school’s immediate need or priority.  
This is why a campaign simply set to the school’s timetable can sometimes be hit or miss, successful or not (years of campaigns have shown this) and is why the Development Office activity of building ongoing relationships is so critical to minimise the risk factor with fundraising.
Parents and alumni will support school fundraising at a level they are able, some quite transformational, but consistency will come when there is constant engagement, constant awareness of the needs, a culture of giving (and of asking) albeit at lower levels, and certainly not an expectation that fundraising can be ‘turned on’ when the school needs it.  Schools taking this approach are treading on fundraising thin ice!

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