Strategically planning for fundraising

“It has now become important for sound income planning to be sustainable and you need to identify what will make your school stand out in the community.”

Designed to keep our kids SAFEand SEEN

Raise funds for your school www.gearednz.co.nz

I’VE HAD A number of calls from schools over the last few years seeking advice on how to spice up a gala, source funds for a capital campaign, or undertake panic fundraising for shortfalls.

All but one of these calls have been from Board of Trustee members frustrated with their Board’s inaction, incompetence, or with stalwarts ‘blocking’ innovative progress.

Schools should take comfort in knowing that this problem is not new, nor is it isolated to schools – any community organisation that needs to raise funds may apply the old adage, where there is smoke there is fire.

But how can a school plan for any income shortfall and keep it’s presence in the community strong for, at least, the next few generations?

Strategic planning of fundraising is becoming increasingly necessary. School is not actually free of charge and it is essential to plan fundraising alongside school development.

Community Trusts can no longer be relied upon to make up income shortfalls, and are forecast to become harder to obtain in the future as they themselves merge and adapt to their own expectations of community demands. This may also mean they seek evidence of sustainable income streams before investing a grant to potential recipients.

Schools now have to adopt business strategies, and fundraising should also have that planning care within the budget – don’t just wait for a capital campaign.

Fundraising is no longer in the league of Gala’s, cake stalls and selling chocolates. It has now become important for sound income planning to be sustainable and you need to identify what will make your school stand out in the community. What wealth can it attract? How can it stay visible and therefore continue to be financially and community supported?

Each town and city within each region of New Zealand is quite unique with its own culture. Deciding what will raise a school’s profile and harness the support and dedication of the wider community, while making it attractive so the school retains the loyalty of parents and students, will make a difference from the struggle each year to find volunteers to support an annual activities calendar.

Initially, it will take brainstorming to identify the school’s uniqueness in the community, and how to turn that into an income stream.

Just ensure that you include a crucial initial element for success… neutrality. Engage an independent facilitator for your initial brainstorming, otherwise those who have the loudest voice may override, direct everyone to their vision and squash or miss entirely, the potential that brainstorming should bring to this type of planning.

The list of potential opportunities is only as long as your imagination, but remember that all plans have a vision, and can be as far fetched as you like.

Allow innovation to have a voice, and be prepared to hear the outrageous and actually consider its elements without laughing it out of the room. Remember, the final vision may not have been the one you thought would make the difference, and you personally may not like all elements – but it should be one you are able to live with.

Operational goals, objectives and procedures are now familiar constructs in the business world and fundraising should be approached in a similar manner.

Strategic plans should fit the ultimate objective of your vision, and consist of three to five year steps, or less if necessary, building your income to be sustainable while working towards the vision’s fulfilment.

Resources and infrastructure to implement your strategic plan are as essential as the vision preparation. The reality is this may also mean you will need to engage the expertise of a professional fundraiser.

Being under resourced to implement your vision is as bad as having a filled swimming pool without the necessary resources of chemicals and personnel to keep it clean and healthy for all.

Fundraising can be an arduous process. But it is exciting, inspiring and worthwhile to establish your school in its community, ensuring its presence is noticed and supported to achieve education as best as possible for all children.