Why businesses and donors don't give to your school or PTA

Imagine you’re passionate about education. You believe every child deserves access to quality education, yet you see schools struggling with outdated resources, overcrowded classrooms, and underpaid teachers.

You hate seeing local schools underfunded. So, when you receive a fundraising appeal that promises to improve educational outcomes, what do you do? You’re likely to donate because you want to see action. You want to make a tangible difference. Here’s why:

Awareness in Education: The term “woke” might be controversial, but at its core, it means being aware. Donors are aware of the educational disparities, the lack of resources in public schools, the digital divide, and the need for early childhood education. If they weren’t, they wouldn’t be interested in supporting educational causes.

What Holds Donors Back: Donors want to see action. However, many fundraising appeals for education might use vague phrases like “invest in the future,” “build a brighter tomorrow,” or “support our youth.” While well-intentioned, these messages can feel abstract and fail to connect with the donor’s desire for specific, impactful change.

Consider an education advocate who is frustrated by the lack of STEM programs in schools. Does he want to just “invest in the future”? No, he wants to see robotics labs built, coding classes introduced, and science fairs funded. He wants to hear, “Your donation will equip a classroom with the latest technology for hands-on STEM learning.”

Eliminating Ambiguity in Education Fundraising Here’s how to make your appeal more compelling:

• Specific Projects: Instead of asking for funds to “help our school,” specify that donations will go towards buying new textbooks, hiring additional reading specialists, or expanding after-school programs.
• Immediate Impact: Tell donors that their contribution today will ensure a child has access to a laptop for online learning tomorrow or that it will fund a teacher’s professional development course next week.
• Personal Stories: Share stories of students who couldn’t afford school supplies or teachers who’ve had to buy classroom materials out of pocket. Explain how donations directly alleviate these burdens.
• Clear Goals: If you’re raising money for a new library, show donors the plans, the cost breakdown, and how their donation fits into reaching that goal.

When a school or PTA asks for donations to “improve education,” donors might hesitate. But if they’re told that their donation will provide scholarships for underprivileged students to attend summer enrichment programs, preventing them from falling behind, they’re more likely to give.

When a PTA or school principal asks for support to “enhance learning,” donors might shrug. But if they’re told that $50 can provide a month of tutoring for a struggling student, potentially changing their academic trajectory, they’re more likely to donate.

Donors want to see their contributions lead to action. They crave specificity, connection to real outcomes, and alignment with their values of education equity and opportunity. When your fundraising messages reflect these desires, you’re more likely to see a positive response from your parents, business partners, and donors.