Giving USA reports total education-related financial donations rose 6.7 percent in 2023, even as total nonprofit donations fell. However, this opportunity is a two-way street – if you want families, employees, and alumni to donate to your school, you need to make them feel included in a larger community.
That same report finds the top per-capita donors hail from employees (73 percent), current parents and guardians (66 percent), and grandparents of current students (15 percent). Therefore, centering campaigns around current members of the school community should garner the most success.
Especially in light of the upcoming Giving Tuesday on December 3, we wanted to give your private K-12 school valuable school email and communications templates, strategies, and channels your independent school can utilize to grow its fundraising campaigns.
1. Set Specific, Achievable Goals
Before putting pen to paper (or fingers to keyboard), understand what you want to get out of any fundraising campaign. You’ll need to define specific goals based on historical data and administrative goals, piece together a timeline of communications, and assign responsibility to each stakeholder on your team.
- Define Specific Goals: Whether the aim is to fund new technology, provide scholarships, or renovate facilities, having a targeted goal can motivate donors to contribute. Specific projects create a stronger connection by showing donors the tangible impact their donations will have.
- Set Realistic Benchmarks: Use historical data to set achievable targets, breaking them down into smaller goals throughout each step of the campaign. Use fundraising and outreach numbers from previous campaigns around a similar season and audience to set targets as accurately as possible. If you’ve done previous Giving Tuesday campaigns, factor in that data as well.
- Identify Your Target Audience: Knowing your audience is key to crafting messages that resonate. Different groups, such as parents, alumni, or community partners, may respond to different aspects of your campaign.
2. Use Compelling Storytelling
Storytelling is a powerful tool in fundraising. When done right, it takes many moving parts and creates a unifying message that compels donors to act.
- Highlight Your School’s Mission: Reinforce why your school exists and what makes it unique. Focus on how your mission transforms students’ lives and benefits the broader community.
- Weave in a Thanksgiving Theme: Taking place the Tuesday after Thanksgiving, capitalize off a spirit of gratitude by giving donors the option to donate to a specific need that they most relate to.
- Share Student Success Stories: These stories are an effective way to illustrate the value of donations. They can include:
- Background: A student’s journey before coming to your school.
- School’s Impact: How your school’s support has helped them thrive.
- Accomplishments: Such as academic improvements, extracurricular involvement, or personal growth.
- Call to Action: Encourage potential donors to contribute so more students can benefit in the same way.
3. Engage Your Community
Utilize various school email and communication channels to reach a wide audience while building a strong sense of community.
- Use Social Media: Use platforms where your community is most likely to be, such as Facebook, Instagram, LinkedIn, and TikTok to share student stories, videos, and behind-the-scenes content. Include hashtags like #GivingTuesday and #[SchoolName] to boost visibility.
- Execute Email Marketing Campaigns: Personalized emails can drive donations and engagement. Include calls to action, donor testimonials, and direct links to your donation page.
A compelling email may look something like this:
Subject: “Join Us on Giving Tuesday to Make a Difference!”
Body: Dear [Donor Name],
Giving Tuesday is around the corner, and we need your support. This year, we aim to [insert goal]. Every dollar counts and together, we can provide [mention specific outcomes]. Please visit [donation link] to contribute.
4. Use Innovative Fundraising Ideas
Think outside the box to make your Giving Tuesday campaign stand out.
- Peer-to-Peer Fundraising: Encourage supporters to set up personal fundraising pages and share them within their networks.
- Matching Gifts: Partner with local businesses or organizations that will match donations, effectively doubling the impact.
- Virtual Auctions and Raffles: Host an online auction or raffle, featuring donated items or experiences.
- Themed Events: Organize events like a virtual talent show, charity walk, or cooking class to engage the community and attract donations.
- Seek Out Grants: The increasing use of donor advised fund, which saw nine-percent growth between 2021 and 2022, provides a new potential stream of fundraising. These are private funds that donate to nonprofits on behalf of an individual or organization. In 2023, 29 percent of those funds went toward educational institutions, so find one with distributions to other organizations in your area and apply for a grant.
5. Maintain Donor Cultivation and Stewardship
Maintaining strong relationships between donors and schools through email and other communications is crucial for ongoing fundraising efforts.
- Personalize Outreach: Segment your donor list to tailor communications. Acknowledge past contributions, express appreciation, and share the campaign’s progress.
- Provide Regular Updates: Use newsletters or social media to inform donors about the impact of their contributions and how funds are being used.
- Exclusive Benefits for Donors: Offer incentives, such as VIP event invites or custom thank you notes to help donors feel valued.
Perhaps one of the most important steps to take when raising funds on Giving Tuesday is showing your gratitude to donors and the community. Even a simple “thank you” from your school’s official email account can go a long way. Before Giving Tuesday arrives, email past donors to thank them for their previous donations and explain how their gifts made a difference for your educational institution.
Include short videos or testimonials in both the email and on your website’s landing page. Ideally, featuring faculty, students, and staff in these videos to show everyone’s appreciation. Thanking past donors can remind them of the upcoming Giving Tuesday and may even lead to gifts this year. More importantly, donors deserve appreciation for their support.
6. Create Social Media Content Templates
To complement your school’s email campaigns, engaging alumni and students on social media can amplify your reach and encourage donations.
- Social Media Share Templates for Alumni: Provide alumni with ready-to-use templates to share on their platforms. Include hashtags for your school and #GivingTuesday.
- Video Content: Encourage current students to create short videos about their school experiences, sharing why they are thankful and how donor support makes a difference.
7. Embrace Technology and Online Giving
Effective use of technology can streamline the donation process, improve donor experience, and expand your reach.
- Optimize Your Website: Ensure your donation page is user-friendly, mobile-responsive, and secure. Simplify the payment process to encourage donations.
- Use Giving Tuesday Platforms: Consider online tools designed specifically for the unique needs of educational fundraising. These platforms can help you manage donations, track progress, and increase visibility.
- Text-to-Give Options: Offer a text-to-give service to make donating as easy as sending a text message.
Here is a sample text-to-give message:
“Make an impact this Giving Tuesday! Text [keyword] to [phone number] to donate and support [specific cause]. Every contribution counts!”
Supercharge Your Fundraising with Ravenna’s Education-Focused Technology
By employing a comprehensive, multi-faceted strategy, private K-12 schools can capitalize on the opportunities that Giving Tuesday and other fundraising campaigns present. As the giving season approaches, early preparation and creative strategies can help turn this one-day event into a springboard for long-term fundraising success.
Ravenna gives schools the power to have secure, branded, and personalized communication with families. Easily design a focused fundraising campaign, manage targeted branded school emails and communications for each segment of your community, and track results in real-time dashboards.
Learn more about how Ravenna can ensure your Giving Tuesday is a success!
