Fundraising. A constant struggle and necessity to independent schools. The administrative staff at Holy Child started to notice a decrease contributions to the Annual Fund as the years have passed and the enrollment and student population continued to evolve. As Marketing Director and part of the Administrative Staff, it was my responsibility to bring a fresh and engaging way to involve the community in a more active fundraising role.
Step 1: Identify the Problem
Why weren’t parents donating as much as they used to? We noticed that a lot of our parents didn’t know why fundraising was an important part of our program. We decided to enlist Parent Ambassadors in each homeroom to speak casually to other parents about the importance of the Annual Fund. Next, I created a video featuring our students to show exactly how the Annual Fund helps the school. I chose to involve students from different grades, especially the Nursery to encourage and educate our newest families.
Step 2: Build Excitement
Now that parents were educated, we wanted to build excitement for a big “Day of Giving” with an anonymous donor to match funds raised. We created a video to promote our Dragon Donation Day.
Step 3: Keep the Momentum
I created several text posts for Social Media to encourage and countdown as the day progressed. As donations came in, the Director of Development would post to encourage families to help us reach our goal.