| Any school administrator knows that fundraising ranks about as enjoyable as a trip to the dentist. There is good news, however. It doesn't have to hurt. There are two significant trends and some general tips that can minimize pain and maximize results. |
BY DON CARMICHAEL
Trend #1: Consolidation—substitute all
small fundraisers with one big event
Fundraising consolidation has become a strong trend over the past six years. This involves
eliminating most time-consuming fundraisers and replacing them with one or two big ones. In so
doing, 20 to 30 small fundraisers can be made into just one major event. Impact is the key word.
“Please, not another fundraiser!” together with “We’re being nickeled and dimed to death!” are familiar cries heard from exasperated parents. Avoid creating these frustrations and the potential for parent mutiny by simply cutting out the small stuff and focusing on the big. Work smarter, not harder.
Just ask Scott Smith, administrator of Hebron Christian School. When Scott announced at parent orientation that the school was eliminating all fundraisers by doing just one special event, the cheering, applause, and standing ovation from parents was overwhelming!
Trend #2: Move from products to special events
A second fast-growing trend is the shift from product-based fundraising to special events. Traditional staple product fundraisers, such as selling chocolates, cookie dough, oranges, poinsettias, candles, entertainment books, magazines, etc. are losing the interest and support of parents. In fact, some of the largest companies involved in school product fundraising are revamping their strategies because of the impact of this trend.
Two reasons for declining support are: 1) most require a lot of time but yield relatively low dollars and
2) in many cases, parents ultimately end up buying and giving away the products. Most parents would be just as happy to give the money up front and not have to deal with the headaches.
Though there are a number of types of events schools conduct, the top three big-dollar events that schools are favoring are auctions, student walkathons and golf tournaments.
Practical Tips For Effective Fundraising
1. Don't over-tap the well. Be strategic and selective. Fewer fundraisers with quality results are better than a quantity of small fundraisers. Concentrate on the big-dollar ones and eliminate the small stuff. Less is best.
2. Focus on donors over buyers. Shift your perspective to “donor development” instead of “fundraising.” A broad base of monthly donors will provide far more revenue and
stability than the standard regimen of school fundraisers.
3. Explain the revenue gap to parents. Many administrators have to deal with a revenue gap—the shortfall between income and the total expenses required to operate the school. When parents understand that current revenue doesn’t cover all school needs, they are far more willing to participate in fundraising since they see it as a means to keep costs lower.
4. Make it fun. Who wants to invest volunteer hours for something boring? When it’s fun, everyone will work harder and experience less burnout. And don’t forget to compliment the volunteers publicly so they feel supported and
recognized. 
Don Carmichael is President of Champion Events Group (www.champevents.com). Hundreds of large-dollar events are conducted by Champion throughout the U.S.