Philanthropy: Not Another Word for Fundraising

By Gillian Doucet Campbell  |  September 9th

You’re an Ambassador of Philanthropy.

Yes, you.

According to Dictionary.com, philanthropy is defined as “the desire to promote the welfare of others, expressed especially by the generous donation of money to good causes.” Too often in your role as administrator or teacher you forget you’re the conduit of philanthropy for your school. This is the mind-set you must carry with you when you share the stories of your school.

When you focus on the art of fundraising (that is, connecting people to their passion through their time, talent and treasure) solely via fundraisers (for example, bake sales, pizza kit sales, etc.) you ignore the fact you’re a conduit for philanthropy. Philanthropy is the key ingredient for successful and sustained fundraising.

When you focus on fundraising without the larger context of philanthropy, you lead your community to only see problems (e.g., the school needs new light fixtures, ceiling tiles and windows). Instead, focus on solutions and possibilities (e.g., upgrading the school’s lighting and windows improves visibility for learning, creates a more energy efficient building that keeps operating costs down, and therefore tuition down). People support solutions.

When your school emphasizes fundraising through fundraisers (e.g., pizza kit sales) the focus is on “charity”. Charity is defined as an act of mercy or compassion, a spontaneous response to the less fortunate. Charity is a limiting concept that suggests crisis and weakness – an in-the-moment need. It leads to “tin-cup” fundraising – begging, impulsive, and worst of all – a token response that often leaves the giver feeling annoyed or guilty.

This is why it’s important for you to know you’re an ambassador of philanthropy. Philanthropy can include bake sales, and the like, so long as it’s part of a carefully thought-out plan; a plan that does not use the school community as an ATM. When philanthropy is well thought-out, it inspires people to give thoughtful financial gifts, creating a positive experience that develops a deeper relationship.

As an ambassador of philanthropy, you don’t need fancy credentials or connections. You only need to be genuinely committed to the work of your school. Community members who are committed to your school want to be a part of it. Make sure they know how they can invest their time, talent and treasure. Assure your community members of the good work your school is doing through regular updates – stories of what’s happening in and around your school. Share the ups, along with the downs, to create an authentic relationship.

As author and respected consultant to non-profits, Kay Sprinkle Grace said, “In good times and bad, we know that people give because you meet needs, not because you have needs”.

Practical steps for fundraising off the side of your desk:

• Have someone personally thank all volunteers following every school event. Phone calls are best and will go a long way to ensure volunteers feel valued and will return = less work next time.
• Once a year send out your Annual Report to all community members (hard copy to donors and e-copy to non-donors). Don’t have an annual report? Stay tuned for the whys and hows of an annual report.
• When you tell the stories of your school, share about individuals – just like reading a novel, it’s easier to picture yourself in the story and become more emotionally involved. According to Giving USA 2017, “Most giving is 80 percent emotion and 20 percent rational. And the best way to get to someone’s emotions is to tell a story.”

Gillian Doucet Campbell, MA, CFRE, is Director of Admissions and Advancement at Hamilton District Christian High School in Ancaster, ON