To maximize your school’s fundraising efforts, you need to plan campaigns your community will enjoy participating in. Get started with these three strategies.
As a school administrator or fundraising coordinator, you know the importance of carefully planning and executing school fundraisers. After all, the supplementary revenue from these campaigns allows you to enrich students’ educational experiences in various ways, from upgrading the school’s technology to purchasing new sports equipment for physical education classes.
The key to effective school fundraising is getting your whole community involved in campaigns they’ll enjoy participating in. Chances are there are more people than you’d think who are invested in your students’ academic success—you just need to provide them with appealing opportunities to support your school.
In this guide, we’ll walk through three strategies for engaging your community in your school fundraisers, including how to:
As you apply these tips to your school’s campaigns, make sure that your offline and online fundraising efforts align. Each type has different advantages—for instance, digital campaigns are often more convenient to participate in, while traditional fundraisers can make it easier to form individual connections with supporters. Keep this in mind when building out your fundraising calendar to maximize the benefits to your school. Let’s dive in!
The first step in planning a school fundraiser that will excite your community is to know who your target audiences are. That’s right, audiences—there are several different groups of people you’ll need to engage in your campaigns, including:
Each group’s involvement in your fundraisers will vary depending on your students’ education level. For example, parents will often take a more active role in elementary school fundraisers, while alumni are more likely to participate in higher education campaigns. However, you should still consider all of these groups because together they constitute the bulk of your school’s community.
Many schools rely on the same few fundraisers year after year. While having some tried-and-true ideas in your toolbox can be useful for planning purposes, diversifying your fundraising methods can spark new interest in your campaigns. Plus, having multiple revenue streams is more financially sustainable—your school will be in a better position to fund its initiatives even if some costs are higher than expected or a revenue source falls through.
Some new campaigns to consider adding to your school’s fundraising strategy include:
No matter what fundraising methods you try at your school, collect participation data and ask for supporters’ feedback on each one. Then, use this information to determine which fundraisers are most popular among your community so you can focus on those methods going forward.
Use a multi-channel marketing strategy to spread the word about all of your school fundraisers. Leveraging several communication methods creates multiple opportunities for community members to learn about your fundraiser, which in turn can lead to increased involvement.
Here are some popular marketing channels that you could use to promote your school’s fundraisers:
Similarly to your campaigns themselves, collect and analyze data on each of your marketing methods to see which ones are most effective at reaching your community. That way, you can put more time and resources into the channels that convert more supporters.
Keep in mind that every school is unique, so the fundraising and marketing methods that best engage your community might be different from other schools in your area. But with the right tools and a strong understanding of your school’s target audiences, you can develop a fundraising strategy that generates both excitement and reliable revenue.
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Picture this: You’re the director of fundraising and development at a well-known higher education institution. You’ve recently had a ton of money coming in to support your larger-scale initiatives. A private grant-giving foundation is providing your team with the money required to open a high-tech computer lab, and a major donor is funding the building of a new wing at the school.
But what about your other day-to-day operations? You need funds to keep your institution above water, continue paying staff salaries, and invest in behind-the-scenes technology that allows your university to continue running smoothly. Oftentimes, major gifts and grant funding don’t cover those needs.
And that’s where your annual fundraising strategy comes in! In this guide, we’ll explore four powerful tips for boosting this particular type of fundraising. As you begin planning your upcoming campaign, be sure to:
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All sorts of mission-driven organizations rely on annual fundraising to help manage their in-between needs—and when it comes to university and other education-based institutions, your alumni are likely to be your biggest supporters!
Are you ready to uncover how you can position your school for the greatest annual fundraising success going into 2022? Let’s get started.
Fundraising organizations have learned a lot about effective fundraising strategies (and the way that they’re always changing) from the highs and lows of 2021. And before that, 2020. Going in 2022, reviewing efforts and results from previous years can give you a head start toward success.
To get started, take a look at where your fundraising flourished in the past year, as well as where you see room for improvement. If you notice that your efforts in the corporate giving arena could use some extra work, for example, consider prioritizing corporate fundraising in the upcoming year.
Here are some other key performance indicators (or KPIs) you might look at:
As you craft your newest annual fundraising strategy, make sure to prioritize the avenues that have historically been your most profitable while also giving extra care to channels that may be lagging behind.
A significant element of successful fundraising involves setting fundraising goals beforehand. Otherwise, how will you determine “success” in the first place?
You’ll want to choose lofty objectives that inspire donors and fundraisers alike while ensuring you don’t aim too high that it can seem unrealistic or like a “lost cause.” To find the perfect medium between the two, the best and most effective goals often follow the SMART framework.
As you craft your upcoming objectives, make sure they are:
Here’s an example of a SMART goal for an upcoming campaign - “To collect $10,000,000 in individual contributions to fund university operations by 12/31/2022.”
To contrast, a poorly crafted goal might look like this - “To raise a lot of money in the next few months.”
The former sample is much clearer and will ultimately result in greater success, while the latter is subjective and vague. When your annual fundraising objectives incorporate each element listed above, you can ensure your team is positioned for success.
The more fundraising strategies and tools develop, the more comprehensive your campaigns are expected to be. As a result, organizations are encouraged to integrate multiple channels to spread the word about their annual fundraising efforts far and wide.
The particular avenues you choose to leverage for your annual campaign can vary depending on your donors’ preferences and your team’s strong points. However, they will likely incorporate a combination of the following:
Several years ago, you may have been able to reach your goals solely through phone and in-person solicitation efforts. Now, it’s essential that you take a multichannel approach—both to meet donors where they already are and to stand out from other organizations seeking your audiences’ attention.
Did you know that more than 26 million people work for companies with corporate matching gift programs? It’s likely that many of these individuals are your alumni, donors, and other key supporters.
Before you can expect a solid flow of corporate matches coming in, however, you’ll need to enact specific matching gift marketing strategies to raise awareness of this powerful opportunity. Because although 26+ million individuals are eligible for company matches, more than 78% of this group is completely unaware.
To incorporate corporate matching gifts into your annual fundraising strategy, consider these best practices:
For you, matching gifts mean that your school has the potential to collect two donations for the cost of soliciting one. And for your donors, they get to know their contributions went twice as far.
You can’t do the big things (like your overall mission impact) without being able to fund the little things as well. An effective annual fundraising strategy allows your team to collect the dollars you need to bankroll every part of your school’s operations—from the most glamorous of tasks to the most mundane.
Luckily, integrating these best practices into your strategy will allow you to raise more funding for your institution and better situate your team for ongoing success. Good luck!
4 Tips for Your Annual Fundraising Strategy
Effective annual fundraising is critical for universities and other donation-driven institutions. Explore four easy tips to set your school up for success.
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December 30, 2021
12 minutes
As part of the higher education sector, your university likely depends on social campaigns like peer-to-peer fundraising and crowdfunding to fund its projects and initiatives. While these campaigns have the potential for a wide reach, they require effective promotion to maximize alumni support.
How can you retain alumni support long after they receive their diplomas? Let’s explore the top marketing practices your university should employ when planning your outreach strategy.
Your alumni may be eager to support your university, but many are unaware of the opportunities available to help them maximize their contributions—namely, matching gifts.
Matching gifts are a type of corporate social responsibility initiative wherein businesses match donations made by their employees. Double the Donation defines corporate social responsibility as “a company’s efforts to improve society” in a multitude of ways, from directly donating to supporting employee giving. Matching gifts combine both of these efforts and represent a major revenue opportunity for universities.
Identify match-eligible alumni by looking into your existing donor base. Specifically, take a look at your alumni and major donors who represent your largest match opportunities. Then, secure matching gifts from alumni by promoting the opportunity to match-eligible individuals through:
As you solicit matched gifts, maintain an open line of communication with major employers who offer matches. Periodically review their policies and ask them to notify you if any changes are made to their matching gift program. Both universities and donors should stay on top of employers’ match guidelines to avoid missing out on matching gift revenue.
Communication is the foundation of a successful fundraising campaign. While some approaches are more effective than others, the best results come from incorporating multiple channels—especially for larger donor bases.
There are two types of marketing your university can leverage, and each type has a plethora of channels you can use to spread the word about your campaigns:
Remember, communication is a two-way street. You won’t just want to send messages to alumni, but to stay in touch with them over time. Ensure that alumni and any volunteer fundraisers feel free to voice their feedback or concerns.
Effective communication is about more than just an open line of communication—it’s about powerful storytelling, too. Stories encourage alumni to form stronger connections with your university’s mission, students, and impact.
As part of your marketing approach, implement the following storytelling strategies into your content:
Storytelling and powerful imagery compel users to share content with their networks, so it’s crucial that you make your storytelling components shareable. For example, you might place a “Share” button next to the content on your alumni website that makes it easy for viewers to repost an article or video to their social media channels.
In all your digital marketing materials, make it easy for viewers to take action by directing them to your donation page. Make the most of clear calls to action, prominent buttons, and QR codes across all the channels you use. To ensure shareability, use an effective social campaigning platform and the right social media platforms.
Additionally, when alumni land on your fundraising page, they should be able to take action easily. Check to ensure your donation form can be quickly completed and doesn’t require any unnecessary steps. With a compelling marketing strategy and simple form, your university can seamlessly convert alumni into dedicated supporters.
Now that you know the best marketing practices, share this information with your fundraising team, and plan your best campaign yet! Then, as donations start to roll in, be sure to show your appreciation for donors’ support and continue to engage them by offering additional involvement opportunities. The more active your donors are in your university’s activities, the more likely they’ll be to continue their support.
Adam Weinger is the President of Double the Donation, the leading provider of tools to nonprofits to help them raise more money from corporate matching gift and volunteer grant programs.
Double the Donation's robust solution, 360MatchPro, provides nonprofits with automated tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts.
4 Marketing Strategies University Fundraisers Need to Know
Universities depend heavily on social campaigning to generate revenue. To enhance your fundraising approach, consider these crucial marketing strategies.
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Are your fundraisers centered around getting results? While it may seem obvious, many institutions don’t approach their fundraisers with concrete goals in mind. And without clear goals, it’s nearly impossible to tell if you’re succeeding.
Setting goals enables you to track progress and provides you with the information you need to adjust your strategies as you go. So how can you be sure that you’re setting effective goals?
We’ve worked with a range of causes to reach their fundraising goals. After overseeing thousands of campaigns, we have a strong idea of what works (and what doesn’t) when selecting and progressing toward goals. Using this firsthand experience, we’ve pulled together four actionable steps to help set and meet objectives. Ready to enhance and exceed your campaign goals? Let’s dive in.
One of the most popular goal-setting methods is the SMART framework, which many industries have adopted. As your institution creates its fundraising goals, walk through each part of the five-step model below to make sure your objectives are clear and actionable to inspire your supporters. Here’s what criteria your goals should meet:
Walking through this framework will allow you to create actionable goals that help your cause reach new fundraising heights, rather than goals that don’t quite get the job done.
SMART Goal Example
Now, let’s discuss an example so you can gauge what a SMART goal looks like. Let’s say you work for a local nonprofit that provides school supplies to children in need. Your annual campaign is coming up, and during last year’s campaign, you raised $12,375.
Based on last year’s results, you decide on an ambitious yet reasonable goal of $16,000 to supply 600 students with new school supplies. Your campaign will begin on August 4th and run through September 1st, giving you one month to reach the goal.
Notice how there are specific, measurable criteria in place that allow you to track progress. There’s also a clear start and end date to motivate your community to contribute.
A goal like this effectively communicates your mission and need for support. In turn, people are much more likely to participate than if your goal is to “raise money to buy supplies for students.”
Once you’ve set your primary campaign goal, it’s time to plan how you’ll meet (and hopefully exceed) those objectives. Every dollar you inspire donors to give adds up, and setting strategic giving levels is one effective strategy that nonprofits use to accomplish this.
When setting your suggested giving levels, base them on your past campaign results and set amounts that are marginally higher than the average donation amount. Go one step further by pairing incentives with each giving level so supporters can envision their impact.
Consider that you work at an institution that feeds children through an afterschool program. Take the following campaign incentives for example:
Tying tangible outcomes to donations will effectively demonstrate the impact that each donation can make. In turn, this can inspire prospects to potentially increase their contributions.
According to Fundly’s crowdfunding statistics, campaign owners who update their supporters at least every 5 days raise an astounding 3 times more in donations than less communicative campaigns. That’s because keeping your supporters in the loop allows them to take action.
The key is transparency. Of course, everyone wants to hear that the campaign is in line with the goals you set, but they also need to know if you’re facing roadblocks and what they can do to help. If you’re falling behind, donors will know to step up their efforts, whether that means donating again or proactively sharing your campaign with friends and family.
One of the easiest ways to remain fully transparent with supporters is by featuring a fundraising thermometer. Donation thermometers help users visualize progress toward fundraising goals. Take a look at this example from Current Builders:
Notice how the thermometer is prominently displayed and effectively conveys progress. In addition to donation thermometers like this one, be sure to provide general updates on social media and your website to keep donors informed. If you’re hosting a crowdfunding campaign, you can also post these updates on the campaign page itself.
Setting up a system to update donors is crucial for success. According to 360MatchPro’s fundraising statistics, 48% of nonprofits use an editorial calendar to organize their campaign outreach. Whether you set a schedule to provide timely updates or share progress when you reach certain milestones, consistent updates convey that you’re personally invested in your campaign and encourage donors to do the same.
Your campaign isn’t quite over until you analyze the results. As you finish up, take the time to record what went well and what to improve for future campaigns.
Start with your data. Did you reach your campaign goal? If you fell short, how far off were you? If you exceeded your goal, how much more did you raise than anticipated? How many new donors did you gain?
Then consider why you received the results you did. For instance, did you notice surges in giving after you shared updates? Did you sufficiently tie your campaign back to your mission? Did you run into any unforeseen obstacles?
Strategize with your team to figure out how you can implement them in your nonprofit fundraising strategy. And don’t forget to share these results with your donors. After all, they’re the ones who donated their hard-earned money to your cause.
Beyond a statistical analysis, it’s also smart to also gauge your audience’s perspective on the matter. This is a prime opportunity to develop stronger relationships with donors one last time through your campaign by sending a survey to donors and anyone else who contributed to the success of your campaign.
Ask what they liked about the campaign, what could’ve been done to motivate them to give more, and any other suggestions they’d like to share. Not only will they appreciate that you’re asking for their opinion, but they can provide an outside perspective and help you pinpoint improvement opportunities that you might otherwise overlook.
To wrap things up, every campaign should start with a SMART goal. From here, you can effectively move forward with a plan to achieve those objectives, such as setting suggested giving levels and providing consistent updates on progress. Keep in mind that every campaign finds success in different methods, so keep a close eye on what works during and after your campaign.
With these tips at the forefront of your strategies, you’ll be more likely to inspire donors to step up their giving to reach the concrete goals you set. Good luck!
Setting & Meeting Fundraising Goals: 4 Tips to Drive Results
Setting and meeting the right goals is essential to nonprofit fundraising success. Drive campaign results with these simple tips for setting actionable goals.
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