HOW TO RESCUE A FUNDRAISER
Tips to Turn Around a FUNDRAISER – in DISTRESS by F&EG Staff -9/2006-
Nearly $1.7 billion worth of band equipment, athletic team uniforms, field trips, playground equipment and other educational youth products, programs and services were made possible last year through product fundraising, according to a survey by the Association of Fund-Raising Distributors & Suppliers (AFRDS). However, for the past few years sales and participation in school fundraisers have been sinking. AFRDS reports an 11% decrease in annual retail sales since 2001.
The good news is there are companies out there who have not experienced a decrease in school fundraising sales. In fact, many of these companies have done better than ever. If you want to know how to prevent a poor fundraising result, and even to rescue one that’s not staying afloat, read what these pros have to say.
How can you turn around a fundraiser in distress?
To help prevent a distressed fundraiser, Cindy Nicholson, owner of Nicholson Productions, a full-service fundaising company. says schools should make their fall plans in the spring, and decide on their spring fundraiser in the fall. They should choose a reliable, experienced fundraising company with references and someone who will be able to guide them every step of the way.
If things aren’t going as well as hoped, announcements during the day can help, Nicholson advises. “Every student could be told to email five relatives, friends, or Grandma who lives in New York City. Many companies now provide this service with online ordering and we’ll direct shipping to the customer.” Nicholson also recommends a mid-sale reminder note, in addition to posters, bulletin boards, power point presentations. These are all good ways to pick up sales,and remind parents and kids why they are raising the money. Power point presentations at back-to-school night is a great way to show parents where the money has and will go. It’s all about the WHY. We can sell the most useful quality products, but people don’t support the fundraiser whole-heartedly without the why.”
A fundraiser can be turned around with the support of the principal says Nicholson. “They have so much pull, I have had schools double their sales when the principal ran it.” The teachers also can make the difference in success of a fundraiser. Finally, the best advice is to plan ahead. “Get everyone behind it before you start,” stresses Cindy Nicholson.
Quality Counts Dave Mattice, a 25-year veteran in the fundraising industry and owner of Keystone School Services, says quality products are key to a fundraiser’s success.
Mattice says one reason a fundraiser falls short of its goal is that “we’re selling glorified dollar store items at over-inflated prices.” He adds, “we’re selling less quality merchandise to a more sophisticated consumer.”
So, the solution, says Mattice, is to sell a good quality product at a reasonable price. “Know what your customer wants. We rely on repeat sales. Too often, we’ve gotten so far removed from what the customer wants.”
Mattice points out that historically, white males have dominated the fundraising suppliers, while women of all backgrounds are the buyers. “Fundraising companies should hire more culturally diverse personnel in positions of power.” He says people from dfferent cultures pick out things differently. How about sending home a survey to the parents once a year, maybe, towards the end of the school year, and ask them what fundraisers they’d like to see?
“The schools that do the best offer classroom incentives that appeal to teachers too,” says Mattice. “Involve teachers more, then they will get students involved.” Mattice offers a little edutainment as the incentive for the class that meets their goal. “The classes adopt their favorite endangered species. The teachers have an election. The top selling class gets a certificate of adoption of the animal and a plush stuffed animal version of the endangered species.”
According to Mattice, 44% of the funds earned from a school fundraiser come from food and candy sales, 32% from gift wrap and accessories, and 20% from gift items and novelties. “Candles sell very well and are good for repeat business because they are a consumable that will be used up within a year.” He says it’s important to sell quality candles, even for a higher price, because they offer a better value. Mattice likes the Country Candle, from Massachusettes, and says it lasts longer than most, so people get their money’s worth.
Experience Counts Dick Love, president of Quality Enterprises, a well-established fundraising company in Sparta, New Jersey, notes that working with a consultant with significant experience can easily make the difference between success and failure.
He says many schools consistently choose to work with him due to his reputation and vast fundraising experience of over 30+ years.
Love says his company works through a nationwide fundraising company with a top customer services department, Red Apple, which is in partnership with two recognized leaders in their industry, Otis Spunkmeyer which offers a top-selling, top quality cookie dough line and American Greetings, renowned for their huge selection of premium gift wrap, accessories, and gifts. “We can easily provide any school with collated sales packets within just 5-7 business days. As a result of this timing, if a school’s anticipated September program’s profits were not realized, the school can, if they wish, contact a reliable fundraising company, say in late October, and without any difficulty whatsoever, run another program for delivery of products prior to the holidays,” says Love.
Committee Members Love advises to look for committee members that are active, knowledgeable and motivated people. Love continues with “It’s really up to the company’s fundraising consultant to prepare 2-3 people, or 20 people, whatever the case may be, well in advance, and help them at any and all stages.”
Setting Goals According to Love, “Realistic goals are set with several main components primarily based upon past history. These involve what was sold, how supportive the sponsors were, incentive programs utilized, and percent participation of student body and how strongly those participants supported the program. When considering all of these factors, any school can, within reason, make a pretty fair prediction of what results they can anticipate.” How far ahead do the successful groups start planning for their fundraiser? Margie Roman, marketing director of Market Day, agrees that forward planning can help increase fundraising participation.
“The most successful groups start to plan their fundraising programs prior to the start of the school year -ideally in the spring or summer,” says Roman. “This allows time to establish goals, create a plan, identify new coordinators or chairpeople. If a new coordinator is selected, this also allows enough time for a smooth transition.”
Can you wait until September to contact a fundraising distributor and still be successful? Yes! Fundraising can occur anytime during a school year. While some programs are more seasonal like brochures, there are many other year-round products including cookie dough, and food programs like Market Day.
What can be done for a fundraiser that is in the middle of the campaign and not much is happening with the sales? Communication and follow-up are two keys to successful campaigns. It often takes three rounds of communication or more to get the word out -and keep reminding participants how important it is to generate more orders. Distribute flyers at the beginning and during the process and shortly before orders are due -to remind them it’s not too late to contribute to a worthy cause.
Set your goal and promote it
This is the most important key to success for any fundraising program. Whether for a new playground, or raising funds for a band or athletic trip, promote this goal in all of your flyers, at school events, on your web site, through PA announcements, in your school newsletter, and in any other communication that goes home to parents from your school. Once families realize how important these funds are for their student’s education, parents are much more likely to provide support.
You can also promote your fundraising goal throughout your school via posters and displays in your lobby, administrative offices, gym and cafeteria. Place a flyer in teachers’ and staff mailboxes and post in the teachers’ lounge to be sure they are aware of the important fundraising program at your school.
What happens if parents start complaining that they just bought the same items from the soccer team. Would it be wise to make a last minute change? “Last minute product changes in a fundraising program are rarely successful,” says Roman. “This may create confusion, and there usually isn’t the time needed to promote and communicate the program. If parents understand exactly what the fundraiser is for -and how your goal is different -they may be more inclined to participate and understand the importance of their support. Communication and early planning can help ensure the effective coordination of fundraising efforts at your school. Use PTO/PTA or other community meetings to discuss the fundraising activities across organizations, both within your school and in the community at large.
How can a school get enough people on the fundraising committee to ensure its success?
Who are the best prospects to recruit? The best prospects to recruit can be: Room mothers -ask for one from each grade Scouts -they want to earn those badges! Senior citizens -have lots of time and talent College students -often socially-conscious Newcomers clubs -great way to meet people School board or PTA/PTO board members School staff -offer a % profit for their classroom Grandparents -love to help their grand kids Student Council -seek community service Sports teams -energetic; perhaps offer a % profit for their organization
Where can you find volunteers?
Here are the top ten best places to recruit:
- School registration (especially kindergarten)
- School open house
- PTA/PTO meetings
- School and community sporting events
- Pick-up location for current fundraising events
- Municipal swimming pools/playgrounds in summer
- Church socials (and bulletins)
- Room mothers meeting
- Retirement facilities
- Teacher’s lounges
To effectively turn-around a fundraiser, it’s important to understand why it has not been successful. Was a goal established and clearly communicated? Was there adequate time for upfront planning? Did the materials go out far enough in advance? Were ordering instructions clear? Did you effectively promote the program? Were student incentives included?
How to best react depends on where you are in the process. If you are before the ordering deadline, ask the principal to make extra PA announcements. Or send out a special e-mail to families in your school, encouraging them to order. “It’s not too late” flyers sent home with students can also be an effective way to generate last-minute orders.
Let others know, including your distributor, if you are running into challenges. Talk to other coordinators in your school. They may be able to help or provide advice based on their own experiences. Being realistic in your expectations, understanding of your volunteers, and sharing your own energy and positive enthusiasm will go a long way to ensuring fundraising success!!
Marketing Know-How
John Salk, president of Charity Bands, a division of Salk Marketing Group in Pompano Beach, FL, says using some marketing know-how can help turn around a fledgling fundraiser. “The people organizing need to get creative with the message of where the money is going, how it’s going to help.”
“Marketing is our specialty, it’s our niche. We help with slogans, message, web page. We can do a special website just for fundraising. We help with flyers, anything you can put your name on. We do full email marketing campaigns to help schools with their fundraising.
“A lot of schools choose us because we are a family run company that responds to them right away, if they have questions or problems. We provide personal attention. We have six years experience as a full-promotional company.”
Salk recommends planning a fundraiser as far ahead as possible, with a minimum of three months, in general, but states that “with a company like ours, we can turn around a product, like wristbands within 10 days.” Salk says the wrist bands with a message are a huge seller and schools can earn a nice profit on them. “We’ve sold 17 million of them.”
Salk says schools sell the wrist bands for $3 to $5 dollars and buy them for 50 cents. They can get their custom color, a logo and a message. “They have staying power of 3 to 5 months which is good for a message,” says Salk. Some research into what your market will be willing to pay for the wrist bands is important when setting the price.
Know The Purpose To Set Your Goal
“When you know the purpose, know the cost, less your expenses, you can figure it out. A thermometer chart reading showing where you’re at in relation to the goal is helpful. A lot of time and thought goes into setting a goal, and schools can benefit by bringing in a consultant.” ” Keep in mind who you’ll be getting fundraising dollars from, and youÕll do better by benefitting them.
There Is No Substitute For Enthusiasm
“Without doubt, the most important element of a successful fundraising project is enthusiasm by the leadership,” says Bruce Linafelter, National Sales Manager of Gordon Bernard Company.
“When you think about it, that is really true of anything in life, organizations with enthusiastic leadership get things done.”
Where does enthusiasm come from?
“Some of this is a natural personality trait and some comes from a conscious effort to have a positive outlook on life, “states Linafelter. In a group setting, an enthusiastic person is infectious.
They believe an individual can make a difference. Get a few of these people together in a group and they become a force set on making an impact.” Enthusiasm leads to creativity. “At times, creativity will lead you down the path of doing something out of the ordinary. Doing something a little unusual always creates memories. When this is tied to a successful fundraiser, you have the best of both worlds-you make money and have people talking about how you did it! And best of all, they want to be a part of future projects, “Linafelter emphasized.
Are Stars Waiting To Shine In Your Group?
Volunteer organizations are comprised of a cross section of people. The adage that 10% of the membership does 90% of the work holds true more often than not. Quite often however, that 90% of the membership might be more willing to work if given the opportunity. Here is an idea that might work. Most organizations have an executive board or team of officers that oversee the operation throughout the year. Some people function better in a leadership capacity while others prefer to ‘lead from behind’ so to speak. They lead with their service skills. These skills are just as important as the leadership skills.
What is the best way to identify “stars waiting to shine” in your organization?
The All-Star Survey form is a very good tool for the task. During an executive committee meeting, do a little brain storming. Write down all the tasks required to keep your organization going throughout the year. Write down every task from setting up the room for meetings to setting up the next fundraising project. List everything. Then categorize the tasks and organize them in a format that leaves a blank line for each task.
The purpose is to survey your organization and allow people to sign up for a task they might be interested in doing. As long as the meeting is well publicized, it doesn’t matter when it is held. Some groups send out the surveys as part of an invitation to the meeting while others wait to pass out the surveys at the meeting. How you do this will depend on your anticipated attendance, conflicts on the meeting time, etc.
An added benefit to the All Star Survey is educating your membership about all the tasks required throughout the year to make your organization function. The end result is people volunteering in an area they feel comfortable and in a job done better. Best of all, the leadership is freed up to do the job they were elected to do.
What can suppliers do to improve the value of a fundraiser?
Leslie Malsom, National Sales Director of I-mark Products, and an AFRDS board member, conveys a NEW FORMULA FOR SUCCESS: Quality Items + Fair Price +Reasonable Profit to the School/Group =REPEAT SALES to a much more sophisticated consumer than10 years ago which will lead to more bottom line dollars for suppliers, distributors, and schools!
Malsom states that the problem in the industry occurs with this formula: Glorified Dollar-Store Items + Overly Inflated Prices + Need for Higher and Higher Profits to the School/Group =LOWER PARTICIPATION because more sophisticated consumers than 10 years ago are dissatisfied with the product which has led to less bottom line dollars to most suppliers, distributors, and schools.
What else improves a fundraiser’s success?
“It all begins with communication first and foremost and then projections,” says Malsom. Suppliers and distributors should communicate their “projected needs” per item. “Now there is one thing that is always certain about projections -they are never right, but an incorrect projection is better than no projection at all.” Suppliers can communicate the popularity, movement and turnaround times of particular items based upon knowledge of their products.
Distributors can communicate the movement of items to suppliers based upon their knowledge. Once these occur, then adequate inventory becomes less of an issue.
“Simply listen to what their distributors and customers have to say,” stresses Malsom. “We are not out there in the battlefield each and every day, so any input from customers is essential in providing direction and improving the quality of existing products and services.”
What products are parents asking for?
Market Day has been helping schools for 30 years, “Many schools choose Market Day because they offer value. Through Market Day, parents can purchase over 180 food selections every month, including items for family meals, lunch box and desserts, priced at a value,” says Roman.
“Many items are nutritious and healthy for parents and kids alike. Parents often buy initially from Market Day to support their school, and then continue to purchase because their family loves the food.”
Cindy Nelson agrees that parents are looking for more healthy alternative as a fundraiser. “Nuts sell well,” she says. “I’d like to see more variety in healthy alternatives.”
