Which School Fundraiser Is Right for Your PTO?

With all the different ways to raise money for your parent group—product sales, special events, collections, and much more—how do you find the fundraiser that fits your needs best?

There’s no single type of fundraiser that works for all groups and all situations. Traditionally, product sales have been the most popular choice, and for good reason. A product sale with a professional sales rep can be easy to run and profitable—whether you have a wealth of volunteers or just one person doing it all.

However, parent groups typically run a mix of fundraisers. A standard fund-raising plan might consist of one to three major fundraisers and a few smaller efforts. The types of fundraisers are usually varied—product sales, an event or two, collection programs like box tops and labels, and possibly a grocery store loyalty program.

Planning out your fundraising means considering your needs, your assets (especially volunteer power), and what your school community is likely to support. To determine what will work best for your group at any given time, start by considering these questions.

1. How much money do you need to raise?
Always start a fundraiser with a dollar goal in mind and a plan for how you intend to spend the proceeds. Your PTO should set an action plan for the year that is aligned with your group’s mission, and a budget to execute that plan. Understanding how much money you need to raise is the first thing you need to know to evaluate your fundraising options. While budgets are never exact, starting with a plan helps you track where you stand throughout the year. That way, there’s less chance of suddenly running short of funds—or of spending more time than necessary raising money, and less time doing other important work.

2. How soon do you need the money?
If you need the money within a month or two, you’ll want to select a fundraiser that can be executed quickly. If you can afford to get the money over time or invest a few months of planning before you see the profit, then you have more options. Simple product sales can usually be pulled together in a short time, while many other types of fundraisers take extended planning time or amass profits over time—like collecting labels and box tops, participating in a grocery store loyalty program, or running a scrip effort.

3. How much volunteer support can you expect?
You know your group best. If you believe you can round up a full committee of eager volunteers, you may be able to pull off a more complex fundraiser. On the other hand, if you can only recruit one or two volunteers, you’ll want to commit to a project that can be successful with just a little help. Fun runs, for example, can raise a lot of money and get the whole school excited. However, they involve lots of details and can require an army of volunteers to pull off if you organize the event yourself.

Here is a look at various fundraising choices. Use the chart below to determine which description fits for your particular situation, then read about the fundraising options that fit your needs.

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Sale-apalooza

When you need a significant amount in a relatively short time, a product sale works best. The expertise provided by a professional fundraising company can fill in the gap for groups with low volunteerism. And groups with plenty of volunteers benefit because the more that people feel connected to your school and group, the more likely they are to participate. Product sales work well when a group needs a lot of money in a short span of time because there are clear start and end dates. You start the project knowing exactly when your profits will be realized. Product sales also tend to be fairly predictable from year to year, especially if you stick with the same company over time. This consistency helps your PTO set a realistic profit goal. Selecting a catalog with a variety of desirable products at every price point generally means there’s something for everyone to purchase in support of your group. What’s more, you can encourage students to get involved through the incentive programs usually built into this type of catalog sale.

You might also choose a single-product sale. Groups can and do make a lot of money selling popular products like wrapping paper, candy, cookie dough, and many others. It helps to survey your school community to see what parents would support. And whether you’re selling a single item or selling from a catalog, be sure to ask for samples to check quality.

Sales Fundraisers: The Basics

Catalog Sales: Profitable, Easy To Run

Give It the Business

One of the toughest fundraising situations occurs when a group needs a lot of money, but the need is not urgent. This situation might arise if your PTO has a long-term goal to sponsor a capital project such as a playground upgrade or technology purchase. The profit outcome is unreliable, and the lack of a firm deadline can make it difficult for a small team to maintain momentum.

You can run dedicated fundraisers to support your project, such as a product sale or an event, and that actually can be a way to keep your community focused on the project. But a key source of funds for a major project can be grantwriting and corporate sponsorship. Both depend on specialized skills and relationships. You can raise a lot of money this way, but you will have to be persistent and patient. Your best opportunities for corporate sponsors are in your local area or from larger education-minded companies in your state. Grants are usually awarded by topic area, so you’ll need to research likely sources based on your specific project.

Finding and Winning Grants

Step Right Up

When you have a lot of volunteers and don’t need money urgently, you have a lot of options. The more people who feel a sense of connection to your school and your group, the more successful any fundraiser will be—whether it’s a product sale, an event, a collection project, or something else. One great option is a communitywide, tradition-building fundraising event. Carnivals, auctions, fun runs, and jogathons all fit into this category. Complex events like these require months of planning and a whole host of volunteers.

One thing to consider: There is usually an element of financial risk with a large fundraising event. If your PTO’s annual carnival is rained out, you could actually lose money in the end. Big events also consume your most organized volunteers, perhaps monopolizing them for the better part of your school year. Be sure you can afford to dedicate the necessary resources before committing to an event.

However, the advantages of a large fundraising event might be enough to offset the risk. Executed properly, this kind of event can raise a substantial amount of money. Also, a well-run event can be one of the most memorable and rewarding of PTO projects. Big events often turn into long-standing traditions that develop a following all their own. If you’re daunted by the organizational task, there are companies that can help you organize fun runs, carnivals, and other event fundraisers, or even set up the entire event for you.

Create a School Tradition

School Carnival Planning Basics

Auction Planning FAQs