Clip-and-Save Fundraisers Go Digital

Update: Since this article's publication in March 2014, the Campbell's Labels for Education has been discontinued and Box Tops for Education announced plans to transition to a digital-only collection program.

Fundraising doesn’t get much more old-school than clipping out labels and box tops. But PTOs and PTAs are finding that modern digital tools can significantly increase how many they collect—and how much money they raise—through clip-and-save programs.

Whether it’s emailing parents with links to product coupons, promoting sweepstakes on Facebook, or submitting grocery receipts through a smartphone app, the Internet has changed how clip-and-save fundraising works.

Email and Social Media

No matter which collection programs your school adopts, true success lies in keeping families informed and up to date on goals, achievements, and everything in between. Electronic newsletters are replacing traditional printed newsletters sent home in backpacks these days, and social media has become an increasingly important way to communicate with parents. Clip-and-save programs have taken note. The Labels for Education and Box Tops for Education websites offer numerous downloadable logos and graphics to jazz up school Facebook pages and emails. Many schools incorporate them in inventive ways to draw attention not only to corporate sweepstakes but also to their own classroom contests. In addition, many schools use the “event” feature on Facebook to remind parents of their school’s deadline for box top collections.

The PTO in Bedford, Mass., which supports several schools, has used Facebook, Twitter, and YouTube to promote participation in its clip-and-save program. On the Facebook page for Bedford Box Tops for Education, PTO leaders regularly posts collection results, contest reminders, Box Tops promotions at local stores, and loads of encouragement. There’s even a photo of a student dressed up as a Box Top for Halloween. Since their PTO encompasses a middle school whose community uses Twitter, they also started a Twitter account devoted exclusively to the program.

To encourage more parents to shop online at the Box Tops Marketplace to earn Box Tops credits, called eBoxTops, program coordinators Meg McAllister and Jenn Goldman created a video tutorial. Find it by searching YouTube for “Bedford Box Tops.”

“Ever since we started our Facebook page and made our YouTube video, our online profits from Box Tops have skyrocketed,” Goldman says. “Cyber Monday [the Monday after Thanksgiving] was great. We pulled in more money than we ever have. I’d say about 25 percent of our earnings are now online earnings.”

Other PR moves the pair have made include getting press coverage in a local newspaper and scheduling a parent information night, as well as talking up eBoxTops every chance they get. While awarding a traveling trophy to the classroom boasting the highest collection rate of eBoxTops, they never downplay the value of box tops clipped and collected the traditional way.

Another social media outlet that can boost collection programs is the popular pinboard-style photo-sharing website Pinterest. Coordinators are using it to share collection sheets, promote current programs, and share promotional ideas with each other. In addition, brands are using it to share recipes. Tyson Foods, for example, provides recipes along with information about Tyson’s Project A+ program. If you use Pinterest, you could direct busy parents to this source of quick dinner ideas or have them post some of their own. It might spur more purchases of the product and result in increased label collection and profits for your school.

Electronic Point-of-Purchase Gains

Another veteran of clip and save, Labels for Education, supplements its regular program by awarding additional points at checkout upon purchase of qualifying products using a participating retailer’s shopper card. Individuals must go to eLabelsForEducation.com to sign up and begin adding more points to the ones they already compile by clipping and saving Labels for Education product UPCs and caps. All points can eventually be redeemed for merchandise.

Receipt Rewards

While you’re encouraging families to buy qualifying products and to clip and save labels and box tops, make sure you’re also taking advantage of any school reward programs at grocery store chains in your area. Traditionally, grocery stores with receipt collection programs have given cash rewards to schools for collecting paper receipts. Now, many stores allow customers to link their shopper discount cards to a certain school, with the school typically receiving a percentage of sales.

Although such programs are widespread in the grocery industry, don’t assume that parents already know about them. You can maximize returns by promoting local programs well within your school community. It’s especially important to get the word out at the start of the school year. Some school reward programs require shoppers to register their cards each school year.