4 Teacher Fundraising Hacks You Don't Know

by Guy E. White on 18 September, 2014

Here’s how I apply my business and marketing acumen to my fundraising efforts. Consistently, I win big. Use these hacks to win too.

Most educators have limited marketing and business knowledge. Often, they simply emulate what they see around them. What results is a barrage of selling of gift cards, discount cards, coupon books, over-priced sweets, and low-quality whatevers. What’s sad is that this actually undermines their actual ability to get money from donors. Here’s how to do it right.

You’re guilty: guilty of selling low quality goods to raise money for God-knows-what. You’ve sold discount cards, popcorn, and wrapping paper to afford that bus to take you on that field trip. What I’ve learned after nearly a decade of fundraising is this:

1. Sell Experiences, Not Stuff

People give money toward things they feel are (1) useful, or (2) worthwhile. Few people are reading this thinking, “Wow, I could really go for some $20 popcorn right now.” Instead, people give their money to pay for things they feel they need, or for something they feel deserves their time or money. So, instead of selling some wrapping paper (“Do you want to buy some expensive wrapping paper from me?”), directly ask people to fund that which you are raising money for: “Would you donate $20 to send one student on the college tour? If we get $500, that would get 25 students on the bus!”

2. Market Futures

Remember that the majority of those from which you are soliciting funds were once in school themselves, going through exactly what your students are going through. So, ask questions like, “What would have been different for you if you had the chance to visit 3 colleges during your sophomore year?” Tell your donors that they are directly contributing to a SPECIFIC experience that will assist students in a SPECIFIC way.

3. Create Your OWN Order Form

Most fundraising order forms are sideways, boxed tables that have a line for name, item requested, and final price. Instead, create your own order form that is a single sheet of paper for each donor. Provide 3 options. For each option, list price, HOW MANY STUDENTS will be benefited by this donation, and what the donor will get as a result. Remember, donors care LEAST about getting stuff for their money – they care more about your students.

4. Always State Your All-In Cost

Always tell your donors the total cost of what you are planning for your students. If you need $1000, always say that. You never know who’ll write you a check for the full amount.

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