Stop Selling Cheese and Start Thinking Big …

Why Independent Schools Should Focus More on Major Gifts.

Article submitted by Eliza Goding from DGB Global | WA Chapter Summit Partner

Not long ago, I received a fundraising request from my child’s school – one that, rather than asking for a transformational gift, urged me to purchase a jar of Meredith Dairy goat’s cheese. Now, I love cheese about as much as the drink that goes with it, but it struck me: the effort required to organise, promote, and distribute those jars far outweighed the financial return. And while most school advancement offices aren’t spending their time coordinating boutique dairy sales, it raises an important question: are you asking the right people for the right support?

Many independent schools invest heavily in whole-of-community fundraising: the gala ball, the golf day or the giving day. Now, don’t get me wrong – these events have their place. They foster community spirit, uncover a new donor and offer a great excuse for a long lunch. But we have to be honest with ourselves, ‘friend-raising’ is just that and unless your school is fortunate enough to have millions in reserve, a golf day isn’t going to fund your next major building project.

The reality is, schools looking to secure meaningful financial support must prioritise major donations from fewer deeply-invested donors as the foundation for fundraising efforts. Research shows that the number of charitable donations in Australia are decreasing, but the value to remaining donations is increasing. In addition, high-net-worth individuals want to give in ways that are strategic and impactful (Philanthropy Australia, 2023). They aren’t looking for a school-branded water bottle in return for a $50 donation; they want to partner with institutions that share their vision for transformative change.

Major gift fundraising is also far more resource-efficient than broad-based campaigns. It usually costs less than running an event! Rather than chasing hundreds of small gifts, advancement teams (whether a team of many or one) can focus on cultivating relationships with a select group of donors who have the capacity to make a genuine difference. Done well, this approach doesn’t just bring in larger gifts – it fosters a deeper sense of loyalty, ensuring that philanthropy becomes an ongoing, strategic partnership rather than a one-off transaction.

So, while giving days and community events can absolutely remain a part of your engagement strategy, it’s time to ask yourself: are you putting the majority of your resources where they will make the most impact? A well-structured approach to major gifts and bequests with the right donors will always do more for your school than another cheese drive – no matter how delicious.

DGB Global specialises in best-practice Capital and Comprehensive Campaigns and Major Donor and Bequest Programs for Schools, Universities and other for-purpose organisations.

Email: info@dgbgroup.com.au