It pays to put the foundations in place for ongoing campaigns and major appeals, says Emma Styles (head of development at Colyton Grammar School)
Saying thank you ensures future support
The school’s annual fund is designed for parents and alumni to donate to on a regular basis. We hold regular ‘thank you’ events to ensure that parents feel valued. The biennial cream tea with the headteacher is popular with parents who support the annual fund, as well as major donors and those who have made a contribution in other ways. Parents love the chance to be in a small group with the headteacher and it generates an ‘I’d like to be part of that’ feel.
Following the completion and delivery of an appeal, we generate a video, which includes the views of staff and students, so that we can share the impact of the project on the school community. Donors remember these messages (rather than just another email) because they make your school stand out and illustrate that you can deliver.
Working with your Parents’ Association
Our PA has supported the school for more than 60 years, starting with fundraising for an outdoor pool and going on to support projects such as a new school hall and science laboratory, as well as our recent digital strategy.
When we set up the Development Office we looked at how to build a good relationship with the PA, so that we could work in alignment. We assigned a school governor to act as a link between us, ensuring that a ‘golden thread’ runs through the entire school community. With a limited budget, it makes sense for the Development Office to partner with the PA and utilise its volunteer capacity. The PA has a fantastic schedule of events and we can assist with sharing invitations to alumni and partners and providing practical support, where resources allow.
It is important to coordinate fundraising work, especially when building an appeal, and we have termly meetings with the PA. Aligning our fundraising focus ensures the parent audience is clear on the ‘current need’. Similar communication occurs with alumni, so parent and alumni audiences receive similar messages.
Stewardship
Following two successful appeals, our understanding of our audiences (alumni and parent body) is deepening. We are able to engage directly with major donors and carry them forward as partners in development plans. Approaching these stakeholders to ‘review’ future projects allows us to understand their interest, or gain feedback on strategic projects. It makes them feel valued and interested in school. It is a great way to initiate a conversation and both parents and alumni respond well to being involved in this way.
Building your network
Luckily our school has a rich history and a community spanning the generations. However, the school had no communication with alumni for years, so we looked through the archives to find items that would trigger engagement. We worked hard to build a sense of ‘belonging to school’, bringing alumni back in to share their career journey to inspire current students. We also utilise platforms such as LinkedIn to connect with alumni who are proud to have attended our school. We use ToucanTech to manage all communications, events, fundraising and Gift Aid declarations.
Charity exempt status
As a state school we hold charity exempt status, meaning we can apply to grant-giving charities to support specific projects that will improve student experience. We have built these relationships by inviting trusts and charities to our art exhibitions, drama shows and other activities which demonstrate the breadth and richness of the school and its community. It is vital to align the interests of the charitable trust to the school need.
Support networks
The IDPE is a great network to share best practice with other schools, and it also runs a State School Toolkit. Don’t be put off by the heavy independent sector focus, just think, how can we use this at our school? Development is a sector where we do not compete for the same audience, so sharing best practice is a fantastic resource.