Successful Online School Fundraisers: Key Tactics and Tools

Written by: Kayla Trettel Date: February 28, 2024

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Fundraising for schools has taken a new direction lately – online school fundraisers. As educational institutions search for innovative and efficient ways to raise funds for projects and resources, the number of schools turning to virtual fundraising campaigns has increased by 12.7 and this percentage is predicted only to grow.

Why have virtual fundraisers for schools quickly gained popularity? The advantage of these online fundraising platforms and tools lies in their ability to reach a larger audience and maximize fundraising efforts. Now, donors can easily contribute to their local schools right from the comfort of their own homes. The convenience of online giving makes supporting your school more accessible than ever before.

This guide covers the key tactics and tools contributing to the success of online fundraising for schools. By learning from experts in the field, you can improve your school's fundraising strategy and reach your goals.

Understanding the Landscape of Online School Fundraisers
Digital Tools and Platforms for Effective Fundraising
Building a Community Around Your Fundraiser
Legal and Ethical Considerations in Online Fundraising
Creating Ownership and Involvement Among Fundraising Teams
Legal and Ethical Considerations in Online Fundraising
FAQs

Understanding the Landscape of Online School Fundraisers

How school fundraisers look and work has changed quite a bit over the decades. We’ll look back at the history of school fundraising efforts, how the digital shift has impacted fundraising strategies and the current trends indicating where fundraising is headed.

Historical Perspective on the Evolution of School Fundraisers

Holding fundraisers for schools has long been a cornerstone of the educational system. Traditional product fundraisers have provided necessary financial support, taught students valuable life skills and fostered a sense of community.

In the past, these fundraisers often involved selling products like candy bars, wrapping paper or coupon books. Students would go door-to-door, asking neighbors, family and friends to support their schools by purchasing these items. It was a lot of work, but the funds collected through such efforts allowed schools to finance various programs, activities and resources that would otherwise be challenging to afford.

The Impact of Technology on Fundraising Efforts

While traditional product-based fundraisers have been successful for many years, the rise of technology and changing consumer preferences has led to the popularity of online platforms and holding school fundraisers online.

This shift has provided schools with new possibilities and allowed fundraisers to reach a much wider audience beyond the limitations of the local community. Instead of going door-to-door or relying solely on local supporters, students can now share a link to their fundraising campaign with family, friends and social media followers, increasing their chances of receiving both online donations and traditional gifts.

Also, online and social media platforms allow schools to showcase their initiatives, share updates and express gratitude to their supporters. This instant and widespread communication helps spread awareness about the cause while building meaningful relationships with donors.

Technology has also made the donation process more convenient for supporters. With just a few clicks, individuals can now make donations through online payment systems, eliminating the need to handle cash or checks. This ease of use has proven attractive to many donors and potential donors, increasing fundraising efficiency.

Also, schools can use crowdfunding websites, peer-to-peer fundraising platforms or school-specific fundraisers designed to meet their unique needs. This flexibility ensures that schools can choose the fundraising option that aligns best with their goals, resources and target audiences.

Finally, some digital platforms offer analytics and reporting tools that allow schools to track the progress of their fundraiser and gain insights into donor behavior. This information can be used to identify what works well and make informed decisions as schools plan for their fundraising efforts.

Trends for Online Fundraisers

As school fundraisers continue to evolve, many schools have adapted to online methods, taking a multi-faceted approach to virtual fundraising by dividing their efforts across email, direct online giving and social media.

However, online fundraising hasn’t entirely taken over. One of the main trends in fundraising combines the best of both worlds. Schools are merging their digital efforts with in-person fundraisers to maintain a sense of community.

Also, many platforms and organizations have stepped up to help schools navigate the digital landscape. These platforms provide schools with user-friendly interfaces, comprehensive tracking tools and secure payment gateways. They take the hassle out of fundraising, allowing schools to focus on what matters – educating and empowering their students.

Digital Tools and Platforms for Effective Fundraising

Online tools and platforms offer schools a wide range of opportunities and fundraising methods to engage with their communities and beyond. Schools can leverage the following ideas that rely on this helpful technology to reach more prospective donors, increase convenience and maximize their fundraising efforts.

Virtual Events

These interactive, online experiences bring people together for a common purpose. However, instead of physically attending a venue, participants can join using their computers, smartphones or tablets from the comfort of their own homes.

These events, such as an auction or raffle drawing, take advantage of various digital and online platforms to provide a seamless and engaging experience for both organizers and participants. Plus, they’re an excellent opportunity to be creative, engage your participants and watch your fundraising campaign thrive.

The Benefits of Virtual Event Fundraising

Unlike traditional events limited by geographical boundaries, virtual events can reach a global audience.
Avoiding the need to spend money on venue rentals, decorations or catering lowers costs, so more of the funds raised can go directly toward your cause.
Increased accessibility and inclusivity, because anybody with an internet connection can join regardless of their location or physical abilities.
Features like real-time chats, interactive polls and virtual networking keep your participants engaged and motivated throughout the event.

Virtual Event Ideas

Virtual fun run or walk where participants can sign up and complete the distance at their convenience. Participants can create fundraising teams and gather pledges from friends and family. Use a fundraising platform that allows participants to track their progress and donors to contribute directly online.
Trivia night, in which you charge participants an entry fee, prepare entertaining questions and offer exciting prizes to engage your participants and encourage them to donate.
Dance marathon, where participants can livestream their dancing or share prerecorded videos and seek sponsorships from friends and family for every hour they dance.
Talent show, in which participants upload their performances to a platform and encourage friends and family to donate based on the quality of their acts.
Virtual gala and awards show, a webinar on a relevant cause or topic, a gaming tournament or a "principal dare" or "teacher in jail" challenge.
Online auctions and raffles, where participants bid on items or purchase tickets virtually. Reach out to local businesses or community members for donations of items or services to include in the auction.

Platforms for Hosting Online Events

Facebook Live allows real-time interactions and easy sharing among participants and potential donors.
Zoom can host large gatherings, making it ideal for online auctions, virtual galas and webinars, and it features breakout rooms and screen sharing to enhance the interactive experience.
YouTube Live allows you to reach a broad audience and provides easy sharing options to encourage donations.

Virtual Gift Programs and Merchandise Sales

Leverage digital and online platforms to sell your products and virtual gifts to raise funds for your organization or cause. This approach provides a more convenient way for supporters to contribute than traditional fundraising methods.

The Benefits of Gift Program and Merchandise Fundraising

Minimal investment with maximum return due to relatively low setup costs that allow you to create a fundraising store showcasing merchandise featuring your organization's name and logo.
The ability to tailor your campaigns to specific holidays.

Ideas for Selling Gifts and Merchandise

Christmas-themed items for sale, such as ornaments that include your school’s name or logo
Valentine's Day fundraising ideas can include a virtual gift or e-card sale in which parents and supporters can purchase personalized messages
A school spirit merchandise store with your logo or design associated with your cause, such as T-shirts, mugs, tote bags and more.

Online Sites that Make Selling Gifts and Merchandise Easy and Accessible

Printify offers print-on-demand options, eliminating the need for inventory investments.
School Spirit Store has a one-stop shop where schools can set up their own online stores to sell a variety of products, from apparel to accessories, all branded with their school logos.
Designhill connects schools with talented designers who can create eye-catching logos, designs and artwork.
Threadless offers schools the opportunity to design and sell their own unique T-shirts, hoodies and other products using a user-friendly platform.

Product Fundraiser

Schools can partner with a company to sell various items, such as gift wraps, cookie dough or magazines to their friends, families and community members. These companies provide an online store where parents and supporters can browse and purchase items.

Often, these companies provide schools with tools to promote their fundraisers through social media, email marketing and school websites. They also motivate students to engage with fundraisers by offering incentives for top sellers or providing discounts for bulk purchases.

Why Product Fundraisers Are a Great Fundraising Option for Schools

High profit margins, which allow schools to make significant money from each item sold
Wide variety of products for students to sell, ensuring there's something for everyone, appealing to a broad range of potential supporters
Familiar and affordable products that people actually need or want, making it easier for supporters to justify making purchases and encouraging more sales
An easy sales process with online order forms and catalogs for buyers to choose the products they want and place an order
Incentives for students based on their individual sales efforts, including prizes, awards or special recognition

Types of Product Fundraisers

Pre-portioned cookie dough in various flavors and types
Different flavors of gourmet popcorn, perfect for movie nights and snack enthusiasts
Chocolate bars, truffles and treats to satisfy anyone's sweet tooth
High-quality wrapping paper, bows and other gift accessories for the holiday season
Candies, gummies and lollipops in attractive fundraising packages
Healthy snacks and gourmet treats that appeal to health-conscious consumers

Premium ground coffee, whole beans or single-serve packets to coffee enthusiasts
Flower bulbs or seeds for customers who enjoy gardening and beautifying their homes
Popular magazines and subscriptions for avid readers
Discount cards with exclusive deals and savings at local retail stores and restaurants in your area

Online Shopping Fundraisers

This convenient and effective way to raise funds allows participants to support their schools by shopping online through designated platforms, sites or companies. However, each platform may have specific terms and conditions associated with its fundraising programs.

Benefits of Online Shopping Fundraisers for Schools

Eliminates the need for traditional fundraising methods like selling products or collecting donations
Schools can reach larger audiences as supporters from all over can participate, even those who live far away
Supporters can contribute to schools without any additional expense as they shop for items they would have purchased anyway
Many ways to support schools, including earning cash back, collecting donations or purchasing designated products where a portion of sales is donated to the schools
Tracking tools, allowing schools to monitor their progress and see how much money they have raised

Platforms, Sites or Companies That Offer Online Shopping Fundraisers

AmazonSmile allows individuals to shop on Amazon and choose schools as their designated charities. Amazon then donates a portion of the purchase price to the selected schools.
FlipGive connects shoppers with over 700 popular retailers. Supporters use the platform to shop, and a percentage of their purchases go directly to their chosen schools.
ShopWithScrip provides nonprofit organizations, including schools, with a fundraising platform to purchase gift cards for various retailers, giving a percentage of each purchase back to their designated schools.
SchoolStore.com allows supporters to shop online from over 400 well-known retailers. After each purchase, a percentage of the total sale amount is donated to their chosen schools.
CauseNetwork offers an easy-to-use platform where supporters can shop online and earn donations for their schools.

Crowdfunding and Peer-to-Peer Campaigns

These campaigns rely on a large number of people contributing small amounts of money to reach a fundraising goal. When choosing a platform, schools should consider fees, ease of use, available features and compatibility with their fundraising goals.

Advantages for Schools

People from across the world can contribute, increasing the potential for donations.
With minimal investment, schools can leverage the power of social media, email marketing and other digital tools to promote their campaigns.
Fundraisers engage the community, including alumni, local businesses and other supporters, in a collective effort toward a common goal.
Supporters can track the campaign's progress, view updates and see how their contributions are used.
User-friendly interfaces and templates guide schools through the process, including optimized mobile-friendly tools for creating videos and virtual tours.

Popular Platforms for Crowdfunding Campaigns for Schools

GoFundMe, one of the most popular crowdfunding platforms, allows individuals and organizations to raise funds for various causes, including school-related projects and needs.
Kickstarter offers a category for education to fund specific projects, equipment or other educational initiatives.
DonorsChoose is an excellent platform designed for teachers and schools to seek funding for classroom supplies, technology, field trips and more.
Fundly, another popular platform, provides tools and resources for schools to create and manage fundraising campaigns and offers features like social media integration, personalized branding and a mobile app.

Building a Community Around Your Fundraiser

Fundraising is most successful when it involves more than a few dedicated individuals. An entire community rallying together for a cause can catapult your school to achieving your fundraising goals. However, you’ll need to understand the best ways to create a sense of community.

Leverage the Power of Social Media

Create dedicated pages or groups on platforms like Facebook and Instagram, and encourage community members, alums and local businesses to follow and actively participate. Regularly share updates, success stories and impact statistics to keep everyone informed and motivated.

Collaborate with School Clubs and Organizations

Within your school or community, explore ways to collaborate, such as partnerships where a portion of their fundraising efforts goes toward your cause. Or hold joint events. For example, partnering with the student council, sports teams or music clubs can provide additional support, resources and a more extensive network for your fundraiser.

Run Workshops or Awareness Campaigns

Educate the school community, alumni and local businesses about the cause your fundraiser supports by inviting guest speakers, conducting interactive sessions or hosting informational booths during school events. Raising awareness can foster a deeper understanding and empathy among your audience, encouraging them to get involved and contribute.

Creating Ownership and Involvement Among Fundraising Teams

Keeping individual participants and fundraising teams feeling positive, motivated and engaged requires a nurturing and proactive plan. Follow these tips to help everyone on your team feel appreciated and valued. After all, a happy team leads to positive results!

Set Clear Goals and Expectations

Make sure each team member understands their role, responsibilities and the impact they can make through their efforts. Regularly provide updates on progress and celebrate milestones together, boosting team morale and motivation.

Encourage Team Bonding Activities

Foster a sense of camaraderie and ownership among team members by organizing team-building activities. This can include social gatherings, team outings or even challenges related to your fundraiser.

Recognize and Appreciate Achievements

Highlight exceptional contributions, milestones or innovative ideas through public announcements, personal thank-you notes or team-wide celebrations. Recognizing individual and collective efforts motivates participants to continue their dedicated involvement.

Legal and Ethical Considerations in Online Fundraising

Be aware of the legal and ethical considerations when engaging in online fundraising. Failure to comply with regulations or ethical practices can lead to consequences that may harm fundraisers and the causes they support.

Regulations Governing Online Fundraising

Follow these tips to comply with local, state and federal laws.

Research and comply with legal obligations to register with a regulatory body or obtain a license before collecting online donations.
Understand charitable solicitation laws, which outline how donations can be solicited and what information should be provided to potential donors.
Ensure that your organization has a tax-exempt status or is a registered nonprofit to provide donors with the necessary documentation for claiming tax deductions.

Best Practices for Transparency and Ethical Fundraising

By adhering to this advice, fundraisers can build trust and credibility with donors while effectively supporting their causes.

Clearly articulate your mission, the fundraising purpose and how the funds will be used.
Be transparent about how donations are managed, how funds are allocated and what percentage of the donations go toward the cause itself.
Provide a breakdown of expenses in annual reports.
Avoid making misleading or exaggerated claims about the impact of donations.

Safeguard the personal information of your donors by complying with data protection laws and ensuring that donor information is only used for the purpose they intended.
Clearly communicate your privacy policy and offer an opt-out option for communication.
Provide regular updates on the progress and impact of your fundraising efforts.

FAQs

If you still have questions about holding a successful online fundraising campaign for your school, we’re here to help.

How can online school fundraisers ensure donor security and trust?

Use secure payment platforms and encryption technologies to protect donor information. Also, be transparent and honest about how funds are used and allocated.

What are the best practices for communicating with donors?

Schools should work to communicate transparently about the fundraising goals by providing regular updates on the progress and impact of the campaign and by expressing gratitude to donors for their support.

How do we measure the success of an online school fundraising campaign?

By tracking the amount of funds raised, the number of donors, the level of donor engagement and participation, and the achievement of the stated fundraising goals, schools can get an accurate picture of how well their fundraising efforts performed.

What are some challenges of online school fundraisers, and how can they be addressed?

Online school fundraisers may encounter difficulties reaching a broad audience, competition with other online campaigns and donor fatigue. These challenges can be addressed by using social media and other online platforms to increase visibility, offering unique incentives or rewards for donors and spreading fundraising efforts over time to avoid overwhelming donors.

Can online school fundraisers be combined with in-person events?

Yes, online school fundraisers can benefit from merging with in-person events by providing face-to-face interaction with donors, hosting fundraising events or auctions and creating a sense of community around the fundraising cause.

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