How a Piece of Paper Unlocked Fundraising Potential

As the head of fundraising for a local parent-teacher association, I faced a dilemma.

The sprawling elementary school I served serves over 1,000 students, making it the largest in the area. But as a public school, tight budgets meant many facilities needs went unmet - flooding at the gates, missing safety railings, outdated security. On top of their existing workload, teachers were constantly fundraising for their own classrooms.

My goal was to ease this burden by helping the PTA raise money to improve the school’s infrastructure and safety. But with limited time and resources, where to start?

They started with the idea of a bingo fundraiser. But it was flopping with only 20% of cards sold weeks out. Parents and teachers saw little incentive to participate. Morale was low and budgets were tight. We needed a new strategy—fast.

The solution came to me in the form of a tattered old printer spitting out event participation certificates. I realized these simple pieces of paper could motivate stakeholders in a big way.

A Realization #

In my years of working with for- and non-profit institutions, certificates are always handed out whether for participation, achievement, or even just being in attendance.

The school even rewards students with certificates for excelling in academics quarterly.

I was baffled why I haven’t thought of this earlier. Even more, I was baffled as to why the school has not thought of this years back to recognize its stakeholders when they were doing this for their students.

Elevating the Piece of Paper to an Award #

Turning our simple paper into a credible award required thoughtful strategy.

First, we established two awards categories - one for parents and one for teachers. This recognized both groups’ efforts.

Next, we designed the certificates to look professional and important - cohesive visuals printed on high-quality paper and framed. This built perceived value.

The real credibility came when we got the school principal involved. Having the top authority review nominations and personally sign each certificate cemented it as an official award rather than just a piece of paper.

Finally, we presented the awards at the weekly flag raising ceremony attended by the entire school. Besides building excitement, this allowed the principal to speak on the awardees’ achievements and model the significance of the recognition.

With stakeholders invested and the principal’s weight behind it, our makeshift certificate became a prestigious award unlocking stakeholder potential. We elevated a piece of paper into a motivation powerhouse.

The Power of Recognition #

Parents appreciated having their efforts recognized. Teachers valued the professional credibility of being honored not only by the principal but also the public. And for the students, completed projects improved their learning environment.

By tracking participation and printing personalized certificates, suddenly everyone was driven to hit sales goals. In just a week with the rewards program, our bingo sold out entirely.

Unexpected Benefits #

Beyond fundraising, the certificates provided unexpected advantages. Teachers proudly displayed them in classrooms. Some even leveraged them when seeking promotions in the complex office politics.

For the PTA, participation in subsequent events skyrocketed thanks to word-of-mouth. The ballroom dance night, another fundraiser, saw elderly community members flock in. And we implemented an affiliate program at another fundraiser, a fitness party, letting top sellers keep commission.

Lasting Change Through Motivation #

Leveraging intrinsic motivation through recognition was a game changer. With stakeholders incentivized and sales secured, we could focus on making each event a success.

That simple certificate continues to unlock potential years later. By identifying and rewarding peoples’ needs, you can align incentives for sustainable growth. A little motivation goes a long way.

Applications in Business Strategy #

While this case focuses on a non-profit, similar lessons apply in business. Employee recognition programs that reward performance and tenure build engagement. Sales competitions tap into natural competition.

Here are some ways you can steal the idea into your business:

• Understand intrinsic motivation and incorporate them into incentives
• Create win-win value propositions - don’t force participation
• Recognition is powerful - leverage it to drive performance
• Align programs to business objectives for maximum impact