Know your numbers
Before you can explain the "why," you need to decide what you're funding. Most fundraisers fall into one of two approaches. Use the Fundraising Calculator to model your scenario.
Reduce student fees
Determine your season costs and how student fees currently pay for those costs. Then show families how this fundraiser can reduce their fees.
Costs to include
Competition & entry fees, travel (buses, fuel, lodging), show design (music, drill, choreography), equipment & uniforms, instructional staff, events (banquet, senior night, awards)
Fee impact scenarios
Show families what fundraising means for their wallet:
- "If we raise $50,000, fees drop from $800 to $500"
- "Every $10,000 raised reduces fees by $60 per student"
- "With 90% participation, we project $45,000"
Fund a specific item or project
Set a specific fundraising goal for one or more items the program needs. All proceeds from this fundraiser go directly toward those items.
Example items
Transparency builds trust. When families see exactly where money goes, they advocate more enthusiastically to their networks.
Craft your message
Your "why" needs to work for three audiences. Here are examples for both approaches.
For students
Focus on: What fundraising makes possible + their family's direct benefit
Fee reduction
"This fundraiser pays for our trip to State. It also reduces what your family pays — last year we cut fees by $300 per student. The more you participate, the less your family pays."
Specific item
"We're raising money for a new equipment trailer so we don't have to borrow one every season. If everyone participates, we'll hit our goal easily."
For parents
Focus on: Why it matters + their role in making it happen
Fee reduction
"Our season costs $120,000. Student fees currently cover $80,000 of that. Our fundraising goal of $50,000 lets us reduce fees from $800 to $500 per student."
Specific item
"We're raising $15,000 for new music stands and storage for the band hall. Every dollar raised goes directly toward that goal — no fees, no middlemen."
"The two most important things you can do: help your student build a contact list of 25+ people, and reach out to those contacts before kickoff."
For donors (the script)
Focus on: The program's value + specific use of funds + easy giving
Fee reduction
"I'm raising money for [Program] to help cover competition travel, equipment, and professional instruction. Your donation goes directly to the program and reduces costs for every family. Would you be willing to support us?"
Specific item
"I'm raising money for [Program] to buy a new equipment trailer. We're at $8,000 of our $15,000 goal. Your donation goes 100% toward making this happen. Would you be willing to help?"
Reinforce at key moments
The "why" needs reinforcement throughout the campaign.
Prepare
- Parent meeting: present costs, fee scenarios, the process
- Student announcement: what they're funding and their role
- Email to families: written summary with specific numbers
Launch
- Kickoff: restate the "why" before students start calling
- Script cards: include 1-2 sentence "why" reminder
Finish Strong
- Daily: "Thanks to your work, we've raised $X toward [goal]"
- Campaign close: exact fee reduction achieved
- Thank donors: report what their money made possible
Transparency builds trust. Trust drives participation. Participation drives results.
When everyone understands exactly where the money goes and why it matters, asking for support becomes natural.