While we spend most of our time working on major gifts, we were inspired by this story of a grassroots fundraising effort done right.
Parents at a suburban-Chicago grade school were trying to raise $350,000 to renovate a local playground and create an improved outdoor learning environment for their K-4 school. (Read more in the Chicago Tribune) Although excitement around the project was high, the end of the school year was quickly approaching and supporters wanted to sneak in a student-focused fundraiser before school let out for the summer.
They discussed bake sales, a walk-a-thon and other things the kids had done in the past, and arrived at selling Hershey candy bars with a custom wrapper, similar to ones used by Denver-based Greenhouse Scholars. (Read their story.)
The goal of this student fundraiser, called the Dream Green Project, was to raise $1,000 selling 200 bars at $5 each – a milestone which seemed impossible with only a few weeks left in the school year, only 200 kids in the school, and restrictions about hosting fundraisers during class time. Plus, how many 4th graders are walking around with $5 in their pocket?
Because time and funds were short, they designed, printed and assembled the candy wrappers themselves. The production team scoured local stores for candy bars and printed the color labels on high-quality office machines.
Front of the candy wrapper
Back of the candy wrapper
They assembled 100 bars the first weekend for the upcoming sale and the principal immediately requested more. On the day of the sale, they sold out of bars in 15 minutes, galvanizing the enthusiasm of students, teachers, school administration and parents. They produced another 100 bars overnight and exceeded the original goal of $1,000 the next day.
Their goal was bigger than the money from the sales of some candy bars. Instead, their hope was that, if the kids could raise some money, it would be easier to ask parents and other constituents in the community for larger financial support to complete the playground. And each candy bar told the story of the Dream Green Project and what the impact would be of a successful campaign.
This group of parents made sure that the message got into the hands of every “donor” in a clever way.
How will this sweet case inspire your next fundraising effort?
Thanks to Benjamin Armstrong for sharing this story.