Schools like yours rely on fundraisers. The funds raised help to improve students’ classroom experience, fund field trips, and pay for essential School supplies. It’s also a unique chance for you to bring the community together and make memories while they make a difference in your students’ lives.

Despite these benefits, it can sometimes be difficult for parents to see the value of getting involved in school fundraisers. They’re busy with work and other responsibilities and may feel this is “not my job.” The tips below are designed to help you find ways to encourage participation and ultimately raise more for your school with parents’ help.

These tips will apply to any fundraiser, but we’ll walk you through each one using the example of an elementary school auction fundraiser so you can see what they look like in practice.

1. Choose Fundraising Ideas that Parents Will Enjoy

At the start of your planning process, consider parents’ interests. Think through your options and choose fundraising ideas that parents will likely enjoy. These might include:

• Auctions: Auctions are a popular option because they give parents a fun night out, an opportunity to socialize, and the chance to bid on and win some exciting items they may not otherwise have on their shopping list.
• Family-friendly events: It’s not always easy to find a babysitter, and busy parents may not want to spend precious time away from their kids. So consider creating an event that the whole family can enjoy together.
• Product fundraisers: Don’t be afraid to think outside the event box. Selling items like cookie dough, wrapping paper, or discount cards in exchange for donations is often appealing to parents. They don’t have to be on time anywhere, and with online fundraising stores, they may not even have to leave the house to participate.

Once you choose an idea, tailor the fundraiser’s content to parents’ interests, too. If you’re planning a silent auction for your elementary school, for example, you will want to consider the parents’ interests as you create your ideal list of auction items.

Let’s say that our example elementary school asked parents in the PTA what items they’d like to see and found out they prefer to bid on experiences. Based on those interests, the group came up with this list of silent auction item ideas: 

• Tickets to family-friendly local events
• Comedy show tickets for a parent date night
• Themed baskets
• Movie night tickets

When you consider parents’ needs and interests at every stage of the planning process, you can create a more engaging fundraiser that they’re excited to participate in.

2. Let Parents Have a Say in Decision-Making

Parents are more likely to get involved in your fundraiser if they can participate in the planning process. When they have a say in decision-making, parents will feel both responsible for the fundraiser’s success and that their time and opinions are valued.

Use these ideas to give parents more of an active role in fundraiser planning:

• Send out surveys asking for their opinion on critical aspects of the fundraiser.
• Ask for feedback on previous fundraisers to give you an idea of how to improve.
• Invite parents to join planning committees.

It’s especially helpful to receive input from the parents about the timing of the fundraisers. It may vary year to year depending on the parents’ preferences and schedules, so it’s helpful to keep a pulse on their opinions by asking for their feedback. One year, the parents may want a back-to-school fundraiser, and other years, they may jump at the idea of a holiday auction. You never know if you don’t ask!

3. Promote the Fundraiser Strategically

It’s essential to promote the fundraiser through channels that parents are using to encourage them to get involved. Take stock of which marketing channels get the most attention from parents, then plan to send information via various platforms to reach as many parents as possible.

For instance, in our example, the elementary school might spread the word about its auction fundraiser to parents by:

• Sending home flyers with students
• Emailing the flyer and corresponding information to parents
• Posting about the fundraiser on Facebook or Instagram
• Texting reminders to parents as it gets closer to the day of the auction

If you’re not sure which channels draw the most attention from parents, consider adding a question to your fundraiser registration form that asks how the parent heard about the fundraiser. That way, you’ll know where to focus your marketing efforts next time!

4. Engage Parents with Technology

Parents’ lives are busy, so anything you can do to simplify participating in the fundraiser will make them more likely to attend and engage.

One way to make it easier for parents is to use technology that simplifies the fundraiser. For example, the school in our auction example could use silent auction software that enables parents to view the auction items before the event, track their bid progress, and checkout quickly so they don’t have to overspend on the babysitter.

A common way to engage busy parents with technology is to use virtual event software that makes it possible to attend online. If friends and family cannot attend the event, they can still participate even if they’re not in the room!

5. Show Gratitude Often

The last step to engaging parents is often the most important. Showing your appreciation to the parents participating in your fundraiser encourages them to get involved next year. Gratitude also strengthens parents’ relationships with the school because they feel like part of the team and actively participate in their kids’ school experience.

Show your gratitude to everyone involved by:

•  Sending personalized thank-you emails, cards, or letters.
• Giving small gifts to parents who went above and beyond.
• Providing updates at the end of the fundraiser to thank them again.

Make sure to thank parents involved in every stage of the fundraiser, including your planning committee, volunteers, attendees, and donors.

Parents are a vital component to the success of your school fundraisers. When you can motivate parent involvement in school fundraisers and empower them to plan, volunteer, and execute them themselves—they’re unstoppable.

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