Let's start with the earth-shatterer right off the bat:
You won't compare apples to apples when choosing your next fundraising company. I think it's human nature and it's deeply confusing even.
The fact is, PTA, PTO and other parent groups rarely compare based on fact and stats and realities. They do, however, choose based on emotion and connections and intuition. For good or bad, this emotional element is inside every one of us and we use it regularly.
We eat at places that don't have the best food because it sounds good to us at the time. We shop impulsively at times and we are all familiar with 'I've just gotta have it' mentality.
Here's a decent example. Everyone drives a different car. We don't look at the horsepower and reliability alone and decide. we get a feel for the entire car and what it will accomplish for us. We take into consideration comfort and safety and experience and even the glances we may get driving that shiny car around town. At some point in the car buying process we make an emotional decision. We just pick what we want, not necessarily what's best.
When it comes to school fundraising, a lot of emotional decisions will be made this year. Sally Foster is changing the way they do business. Geckler Companies, an ambitious fundraising company in the mid-west has gone out of business. Otis Spunkmeyer changed their business model to go direct to customers, Many companies now have to offer less in order to make their businesses work. In fact, over 20% of the fundraising companies we've contacted to in the last year offering whatever help we could were not able to make their businesses work. It's not easy knowing who to count on in times like these.
What we do know is that PTA / PTO groups all across the country will make an emotional decision to work for a school fundraising company that puts them at risk in some way.
What type of fundraisers put my school at risk? The following list will help you identify risky fundraisers for fall 2010:
• If you are working with a company offering a brand new business model, you are taking a risk. The first schools to try Sally Foster's new business model are probably not all that aware that they should lower their financial expectations - but they should.
• If you are going to do a frozen food fundraiser without a student prize program you are taking a risk. Students need encouragement and the sales statistics prove it!
• If you are going to sell cookie dough vouchers for home delivery, you are taking a risk. Selling a cookie dough voucher is a new business model as well. Until this is better tested, you may just sell less.
• If you are going to work with a company that went out of business only to emerge as a division of another company, you are at risk. This is the case with Fun Services who was re-invented by toy company Rhode Island Novelty.
• If you are choosing a fundraising company based on a prior relationship with a fundraising rep, you are taking a risk. It's great to have friends in the business but decisions based on friendship, not services, is a risky move.
• If you are going to sell only one product for a school-wide fundraiser, you are taking a financial risk. Diversity is the name of the game today. Customers can decline a single item fundraiser much easier than a full catalog of diverse items. These single items work best for smaller groups, sports teams and clubs.
• There is a chance that your fundraising company is in financial trouble. I am not really sure how one would know this ahead of time but it's a risk that exists with nearly every business during a financial crisis.
• If you represent a product that is not a good value to the customer, you add risk. Especially in times of economic turmoil, offering true value is key. Items need to be of superior quality and priced right.
Enough of the doom and gloom. Do this...
Make a pledge to compare apples to apples and determine who is the best fundraiser for your group based on convenience, value, profit and customer service. If you have a happy group of families at the end of the fundraiser, you have a sustainable fundraiser!
Use a checklist to compare features and benefits and specific offerings. You will hear 'we could do this' and 'we could do that' but ideas you throw out in a meeting may not match what you are offered once you commit. Make sure the things you are after in terms of perks are clearly laid out and agreed upon as early in the process as possible.
Decide what type of fundraiser you will do. Then decide on a few companies that appear to best represent the fundraiser you would like to offer. Let them all know what specific needs you have right away. Then let them come back wtih written offers.
Be honest and upfront about your past sales history, what worked and what didn't. Let them know what type of effort you can put forth and how responsive your parents are. Do not sugar coat your abilities or past sales history.
The companies should return competitive offers with many of the same features and benefits. At this point, we suggest asking a number of additional questions to further help you decide. If a company quotes in writing that they will furnish a top-seller prize for instance, determine what that will be before you decide which company to use. They may be thinking fuzzy dice when you're thinking new bike.
If you are asking questions and getting responses in writing, you will be comparing apples to apples. In difficult times, with companies changing the way they do things, it's in your best interest to truly compare. Your community will thank you for it!
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Jay Moneta is the Vice President of Believe Kids Fundraising and blogs here and at the
School Fundraising PLNI encourage comments and suggestions here or on the
believe kids twitter.
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