Can you feel the excitement in the air? Kids are finding out who their teachers are, buying their back-to-school wardrobes, and signing up for activities.
Parents, however, may be a little less excited. Whether the kids are attending public or private schools, this is the time when many are asked to write a big check — knowing that without parental support, the school will literally go without an arts or music program, a librarian, after-school tutors, and so on. The “suggested donation” levels can run into the thousands of dollars.
This raises the annual conundrum: Should the PTA or other volunteers organizing these fundraising efforts ask for the full, needed lump-sum up front, or plan to spread out their requests for funding over the school year, sometimes packaged up as special events or fundraising sales?
Two mothers I recently spoke with debated this very point. One said, “I helped with school fundraising last year, and noticed that some people just won’t write a check unless they get something in return — they hold out for the silent auctions and other sales.” The other said, “But I get so sick of having to attend events like that, and I’m sure things like wrapping paper sales don’t net the school more than a few bucks — I’d rather just add that to my check at the beginning of the year. Yes, it hurts to write that big a check, but at least I get it over with.”
There’s probably no final answer, though if you’re a PTA fundraiser, it’s worth keeping an eye on whether parents are developing a “mass sentiment” toward fundraising. Here’s an excerpt from my book, The Volunteers’ Guide to Fundraising, that will help illustrate:
[D]onor sentiment has cycled at South Mountain Elementary School in South Orange, New Jersey. PTA copresident Laura Reichgut describes, “We sent out a survey last year to get a sense of how the school community was feeling about fundraising, programming, and so forth. A lot of the feedback suggested that parents had had their fill of the various smaller fundraisers, such as giftwrap sales or walkathons. So the PTA decided to eliminate some of those this year—or at least take a break from them—and replace them with what we call the ‘No Frills Campaign.’ We sent out a simple letter asking
for donations and including a reply envelope. Our pitch was that this is an opportunity to support all the great work of the school with 100% tax-deductible donations. . . . [A] mere week into the campaign, the South Mountain PTA had already reached its minimum monetary goal for the No Frills Campaign, and the donations continued to come in during the following weeks.”