The Faculty/Staff Campaign

Why is the faculty campaign target market important?

The faculty/staff component of a school’s annual campaign can be controversial, and even offensive, if not planned with forethought and sensitivity. When schools introduce the idea of a faculty campaign for the first time, they tend to receive responses such as:

• “I already give so much of my time here, why do I need to give money too?”
• “I am underpaid… that is my contribution.”
• “I’d rather spend my money on my own classroom than give to the administration.”

While there might be some validity to each concern (and every objection should be directly addressed), a thoughtful, well-executed staff campaign can add great value to the school, above and beyond any dollars raised.

Why is this segment of the campaign important? What is the value added?

1. Evoking a Sense of Ownership – The minute a faculty member makes a gift to the school, she/he becomes a different kind of stakeholder. Donors experience a deeper sense of ownership than an organization’s non-donors, and faculty members who participate in an annual campaign are more likely to feel part of the school community, beyond the classroom. Gifts that are intentionally given (rather than staff using their own dollars to buy supplies in order to offset budget deficits) represent a different kind of investment in the school.
2. Developing a Sense of Pride – It feels good to give to an organization that is meaningful to the donor and is so much a part of the donor’s daily life. Giving invokes a sense of pride and increases positive feelings and connections.  Contributing to a school’s annual campaign puts staff members on par with parents, grandparents, alumni and community members—again, establishing a school community outside of the classroom environment.  It makes faculty members feel important and allows them to experience their giving as impactful.  Education (about the campaign’s case for giving) is critical.
3. Establishing Renewed Commitment – It is very meaningful for a parent, prospective donor and/or foundation to experience high levels of participation by the school’s administration and staff. It shows a deep commitment to the school and a strong dedication to its students and families. An organization that invests in itself is often worth a second look. 

The measure of a successful faculty/staff campaign should be in its percent participation rather than dollars raised. The goal could be as high as 100% participation if it is feasible to expect every member of the team make a personal financial contribution to the school. Regardless of whether the gift is $5, $10, $18 or $100, it is the participation level that is critical to this campaign’s effort. 

What should I be doing?

It is important to find creative ways to engage staff members in the campaign and encourage giving at any level.  The first step might be to ask a staff member (or two) to take on the role of Staff Campaign Chair.  This person’s primary responsibilities might be to reach out to other faculty members, solicit participation (via face-to-face and/or mail/e- campaigns) and acknowledge those who contribute.

• This should be a team member other than development department staff;
•  Be sure the campaign chair(s) has made her/his own gift before soliciting others;
• Create a staff campaign committee comprised of both administrators and teachers (and even athletic coaches) – the bigger the better;
• The committee can help to determine the solicitation strategy, anticipate objections, reach out to colleagues, and thank fellow faculty members.

What else should I know?

• Make the campaign short and time limited – 2-3 weeks
• Educate your staff through the use of e-blasts, letters, and fliers regarding:
  • The importance of fundraising within your school
  • Staff as one segment of the larger campaign, which includes parents, alumni, board, grandparents, community members, foundations, etc.
  • Value/Goal of 100% participation
  • Create a culture of giving
    • Introduce the staff campaign during training/orientation at the beginning of the year so that participation is seen as a cultural norm
    • Use fun graphics, such as a campaign thermometer, to demonstrate participation level
    • Develop opportunities for staff to participate in friend/fundraising throughout the year:
      • help secure items for an auction or raffle
      • share 5 names from his/her personal network to add to the school’s mailing list
      • like the school’s Facebook page and share posts
      • incentivize – make it fun! Enter all participants into a weekly raffle with meaningful, no/low cost prizes
        • “the earlier you give, the more chances to win” (if you give during week one of a three week campaign, you are entered into the raffle three times)
        • prizes could include movie passes; car wash by students, etc.
• Create fun competition between groups/grades/departments
  • “the first grade with 100% participation wins a catered lunch”
  • contest between board and staff as to who can reach 100% participation first
• Name your campaign- come up with a creative name or theme for the campaign
• View a sample Staff Solicitation Letter under resources
• Thank the faculty/staff!
  • Be sure to thank contributors both privately and publicly
  • Handwritten notes by campaign chairs and/or board members will go a long way toward showing sincere appreciation

Acknowledge staff participants in newsletter, annual report, website and other places donors are acknowledged.

Prizmah acknowledges Giving Tree Associates in the development of the material above.