April, 2026
Who, What, Where, When, How and Why - Part 2: The What
Now that you know why you're fundraising, it's time to answer the question everyone is most eager to jump to from the very beginning: what are we doing?
Choosing the right fundraiser for your group is one of the most consequential decisions you'll make — and it deserves more thought than a quick Google search or copying what another organization did last year.
Find your lane and own it.
Here's a piece of advice that might save you years of frustration: find a product or program that your group can make your own, and protect it.
Every school community has a fundraising ecosystem. The PTA sells cookie dough every fall. The soccer boosters run a scratch card. The drama department does a restaurant night. When you launch something that already exists in your community, you aren't just competing for sales — you're competing for attention, goodwill, and the limited patience of families who are already being asked to support multiple causes throughout the year.
The organizations that build the most loyal supporter bases are the ones that become known for something specific. The band that sells the best popcorn in town. The choir that brings back their candle sale every December like clockwork. The PTA whose flower bulb fundraiser is the unofficial sign that spring has arrived. When your fundraiser has an identity, it builds anticipation rather than fatigue. Supporters start to look forward to it. They tell their neighbors. They come back year after year without being asked twice.
Before committing to a product, do a quick informal survey of what's already happening in your school and community. Talk to other group leaders. A little coordination goes a long way — and most people will appreciate you asking rather than stepping on their territory by accident.
Once you find your product or program, commit to it. Give it a name if you can. Build a tradition around it. The first year is about learning. The second year is about improving. By the third year, you own it.
Product fundraising or donation campaign — why not both?
Choosing what you do also means deciding how people can participate — and the most effective fundraisers give supporters more than one way to help.
There is a real and healthy debate in the fundraising world about product sales versus direct donation campaigns. Product fundraisers — think candles, food items, gift wrap, or seasonal goods — give supporters something tangible in return for their generosity. They're easier for students to sell because there's a transaction involved: "Buy this and help our group." Many supporters, especially those who are gift-shopping anyway, genuinely enjoy participating this way.
Donation-based fundraisers, on the other hand, remove the product from the equation entirely. There are no order forms to manage, no delivery day logistics, and no storage headaches. Supporters give directly to your cause, and participation can be as simple as sharing a link. When working with a fundraising partner, a portion of donations typically goes toward the platform, tools, marketing support, and student incentives that make the campaign run — but the process is streamlined, the messaging is clean, and for supporters who want to give without buying something, it is often the most natural and frictionless way to help.
Here's the key insight: you don't have to choose one. In fact, you shouldn't.
Give every supporter two clear ways to participate: they can purchase a product, or they can make a direct donation. Both count. Both are appreciated. Neither is treated as less meaningful than the other. When you communicate your fundraiser, make both options visible and easy to act on. Something as simple as "Buy a product or make a direct donation — every dollar goes toward [your specific goal]" removes the barrier for people who want to help but wouldn't have bought a product on their own.
This approach also broadens your reach. Out-of-town grandparents who can't easily receive a shipped product can donate online with a few clicks. Local business owners who want to show community support can write a check. The family who always buys ten items can keep doing exactly that. Everyone has a path to yes.
A few things to look for in a product fundraiser.
Not all fundraising products are created equal. When evaluating options, ask these questions: Is the profit margin worth the effort — typically anything below 40% deserves a hard look? Is the product something people actually want, or something they feel guilted into buying? Is it seasonal or year-round, and does that match your timing? Is the vendor reputable, with reliable delivery and responsive customer support? And critically — does the product feel like a good reflection of your organization?
That last question matters more than most people realize. The product you sell sends a message about who you are. Choose something you're proud to put your name on.
The what of your fundraiser is really about fit — fit with your community, fit with your timing, and fit with your identity as an organization. Get that right, and everything else becomes easier. Next, we'll talk about who should be involved: how the right people in the right roles can make your fundraiser stronger, more sustainable, and a lot less stressful.
Choosing the right fundraiser for your group is one of the most consequential decisions you'll make — and it deserves more thought than a quick Google search or copying what another organization did last year.
Find your lane and own it.
Here's a piece of advice that might save you years of frustration: find a product or program that your group can make your own, and protect it.
Every school community has a fundraising ecosystem. The PTA sells cookie dough every fall. The soccer boosters run a scratch card. The drama department does a restaurant night. When you launch something that already exists in your community, you aren't just competing for sales — you're competing for attention, goodwill, and the limited patience of families who are already being asked to support multiple causes throughout the year.
The organizations that build the most loyal supporter bases are the ones that become known for something specific. The band that sells the best popcorn in town. The choir that brings back their candle sale every December like clockwork. The PTA whose flower bulb fundraiser is the unofficial sign that spring has arrived. When your fundraiser has an identity, it builds anticipation rather than fatigue. Supporters start to look forward to it. They tell their neighbors. They come back year after year without being asked twice.
Before committing to a product, do a quick informal survey of what's already happening in your school and community. Talk to other group leaders. A little coordination goes a long way — and most people will appreciate you asking rather than stepping on their territory by accident.
Once you find your product or program, commit to it. Give it a name if you can. Build a tradition around it. The first year is about learning. The second year is about improving. By the third year, you own it.
Product fundraising or donation campaign — why not both?
Choosing what you do also means deciding how people can participate — and the most effective fundraisers give supporters more than one way to help.
There is a real and healthy debate in the fundraising world about product sales versus direct donation campaigns. Product fundraisers — think candles, food items, gift wrap, or seasonal goods — give supporters something tangible in return for their generosity. They're easier for students to sell because there's a transaction involved: "Buy this and help our group." Many supporters, especially those who are gift-shopping anyway, genuinely enjoy participating this way.
Donation-based fundraisers, on the other hand, remove the product from the equation entirely. There are no order forms to manage, no delivery day logistics, and no storage headaches. Supporters give directly to your cause, and participation can be as simple as sharing a link. When working with a fundraising partner, a portion of donations typically goes toward the platform, tools, marketing support, and student incentives that make the campaign run — but the process is streamlined, the messaging is clean, and for supporters who want to give without buying something, it is often the most natural and frictionless way to help.
Here's the key insight: you don't have to choose one. In fact, you shouldn't.
Give every supporter two clear ways to participate: they can purchase a product, or they can make a direct donation. Both count. Both are appreciated. Neither is treated as less meaningful than the other. When you communicate your fundraiser, make both options visible and easy to act on. Something as simple as "Buy a product or make a direct donation — every dollar goes toward [your specific goal]" removes the barrier for people who want to help but wouldn't have bought a product on their own.
This approach also broadens your reach. Out-of-town grandparents who can't easily receive a shipped product can donate online with a few clicks. Local business owners who want to show community support can write a check. The family who always buys ten items can keep doing exactly that. Everyone has a path to yes.
A few things to look for in a product fundraiser.
Not all fundraising products are created equal. When evaluating options, ask these questions: Is the profit margin worth the effort — typically anything below 40% deserves a hard look? Is the product something people actually want, or something they feel guilted into buying? Is it seasonal or year-round, and does that match your timing? Is the vendor reputable, with reliable delivery and responsive customer support? And critically — does the product feel like a good reflection of your organization?
That last question matters more than most people realize. The product you sell sends a message about who you are. Choose something you're proud to put your name on.
The what of your fundraiser is really about fit — fit with your community, fit with your timing, and fit with your identity as an organization. Get that right, and everything else becomes easier. Next, we'll talk about who should be involved: how the right people in the right roles can make your fundraiser stronger, more sustainable, and a lot less stressful.
