Fundraising: It’s An Asking Problem

Ever wrapped up a fundraiser and thought, “How can we raise the money we need without my students dreading the experience?” You’re not alone. In fact, many of my fundraising customers over the years have expressed those exact feelings to me. After 20+ years of helping Music Educators and Music groups with fundraising, what I’ve found is that the problem with most failed fundraising campaigns is not related to the product being sold in exchange for donations. The heart of the issue most teachers and their booster club leaders experience is what we call “the asking problem”.

Huh?! An asking problem? How can that be? My students are SUPER proud to be in the band, choir, orchestra, dance, theater, cheer, etc. program. Well actually, most young people become incredibly bashful and shy when it comes to asking someone, anyone for money. That might seem counterintuitive at first. But when you step into their shoes and realize they are still growing in their self-esteem and confidence, it will immediately make sense. Remember, you probably felt the same way when you were their age ;) Our task as the adults is to help them gain confidence and boldness by focusing on how to make the asking easier. When we do this, the students have less hesitation and procrastination about getting involved in a fundraiser activity. Trust me, the ‘fundraising ask’ experience becomes way more fun and engaging when your students can use what they know and love - mobile phones, texting and social media - to accomplish their fundraising goals.

After decades working with many K-12 fine arts education programs, I’ve found the following best practices make a HUGE difference in your quality and quantity of your grassroots fundraising outcomes:

Have a Clear Fundraising Goal in Mind

Knowing your fundraiser’s WHY is vital for you as a Booster Club Leader, Fine Arts Educator/Teacher, AND as a Student. I suggest you make this a topic for a focused class / club discussion. Some things to consider as you think about and craft your program’s personal why:

• What will you do with the money you raise?
• How will that impact your students' experience?
• Why is that important to you?

Tie Your WHY Back to the Fundraiser

Next prepare a simple statement that boosters, teachers, parents-guardians, and students can easily voice and share with their target donors and community at-large. Make sure to use simple language and clear quantifiable metrics for what the donations are expected to achieve and how those results will be communicated to donors.

• Distill your pitch down to 3-4 clear sentences
• Have a clear ‘Call to Action’ for donors to contribute and help spread the word

Get the Students Ready: Creating a Donors List

We often limit our thinking on who out there might be willing to donate and support our cause. Encourage your students to put aside their mental hesitations and reasons why so-and-so would never contribute to a fundraiser. This is the perfect moment to teach them the power of asking:

• Distribute the blank supporters list and ask for at LEAST 25 names/numbers/email addresses that could be potential donors to your program’s cause
• Tell them that there is a prize for the MOST donor names they can think of AND reach out to
• Help your students use their initial donor contacts list to set personal goals and to DREAM BIG
• Encourage your students to make the ‘ask’ as visually inviting as possible; encourage them to think creatively about the way they ask (e.g. sending a text that has a photo of them from a competition or performance).
• Remind everyone that the ask is as simple as “Do you think you can help?”

Create Teams and Encourage Healthy Competition

No one likes to work or play alone. Fundraising online is no different. Over the years, I’ve observed that fundraising efforts built upon teamwork with a friendly competitive spirit out perform every time. The key to this approach is setting everyone up for success from the start:

• Put the students into teams and post team goal charts on the walls
• The director MUST be the spokesperson for the campaign (do not just rely on a booster parent)
• Give an inspiring and clear introduction of your fundraising goals - ask students for input
• Have students register online, distribute supporting materials and catalogs (if applicable).

Engage Your Students Right Away and Often

Get your students fired up about your fundraising campaign by encouraging them to make their first 3 phone calls or text requests at the end of your kickoff session. If your students do not have a personal mobile device, then instruct them to use their school laptop to send three emails to ‘low-hanging fruit’ donors they know will be likely to respond within 24 hours. Reserve ten minutes at the end of each class for them to make and follow up on their donation requests.

• Counsel students to think about the timing of their fundraising asks - is the donor retired or working? Are they someone who typically responds in the early morning, lunchtime, or towards the end of the day or at night?
• Keep score for number of calls made, text and / or email sent per class
• Keep score for total number of dollars or items pledged per class

Celebrate Success and Solve Problems Along the Way

Fundraising is often more of a marathon than a sprint. Depending on the length of your fundraising campaign, you may want to set up ‘Milestone’ celebrations to call attention to progress along the way.

• Use phrases that promote participation and teamwork: “Imagine what would happen if every student had donor contacts uploaded by Tuesday!”
• Offer growth promotions (online store, daily or weekend)
• Adjust incentives if necessary based on participation and production
• Encourage students to openly share challenges and best practices with one another within their teams. Teach them to work together to help overcome obstacles when someone is ‘stuck’.

By applying these simple strategies you and your students can go above and beyond your typical fundraising goals. These growth experiences also teach young people valuable life skills that will serve them long after they graduate from your program. Raising money, shining a well-deserved light on your program, and building confidence is a winning combination. What’s not to love?! Let’s do this!

Meet Our Guest Expert Author

Charlie Rankin is a seasoned Music Educator with 13 years of experience as a middle school band director in Clay County and St. Johns County, Florida. After transitioning from the classroom, Charlie turned his focus to helping music educators and teachers with fundraising, and in 2019, he founded FloridaFundraiser.com. Charlie also specializes in creating custom online stores, apparel, and gear for school groups, continuing his dedication to supporting music education in new and innovative ways. Outside of helping teachers, Charlie enjoys spending time with his family, who are his greatest source of inspiration and support.

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