Building a Culture of Philanthropy for your School

I wanted to write an article on the culture of giving. I am sure that you have probably heard this many times. But just in case you have not, or just refresh it in your mind, the etymology of the word Philanthropy originates from the Ancient Greek word philanthrōpía, meaning “love of humanity” or “love of mankind”. I think it is really useful to keep this in mind when thinking about building a culture of giving at your School or organisation. It suggests that giving financially is an act based on love.

We all know that communication is very important when building up relationships with our donors, parents and alumni. The problem is that its very difficult sometimes to disturb those fantastic relationships that we have built up by asking for money. However, let us remember that giving is an expression of love and is an important part of your relationship with your alumni, parents and supporters. So let us actually reframe our idea of building a culture of giving as creating a culture of asking.

Now this has to be done sensitively and over time with great communication and a compelling case for support that focuses on the needs of the school, but any fundraising initiative has to have this at its basis. The clearer and more frequently you ask, the better your culture of philanthropy will be.

I recently spoke to a major donor who had let his gift lapse, and when I asked why, he just said that no one had asked him for another donation. Now this seems very simple, but I bet there will be donors connected to the institution that you have just never asked, even once, let alone twice.

Ask Senior Leadership and Volunteers

This is a particularly important segment of your organisation to ask. It should be a nice, easy start. As you know, they are generally dedicated and passionate about giving their time to the school, and if you can say your senior volunteers are giving it, it is much easier for you to ask others to give. It also creates an opportunity for you to have a group of people willing to ask others.  Even if you can only find a couple of senior volunteers who are willing to go out and ask others to give, it is a fantastic way for you to build your culture of giving. Cultures of all kinds often work through inspiration from the top. Even if it is not a senior volunteer but another alumnus or parent who is giving, finding ambassadors who are willing to say, “I give, please give too,” can be transformative.

Make your regular giving a priority

Giving regularly is essential as it creates that bond of giving over a long period of time. There is something powerful about the psychology of regular giving. When someone commits to giving monthly or annually, they are making a statement about their relationship with the school. It moves them from being a passive supporter to an active participant in its future. Over time, that sense of ownership deepens, and many regular donors go on to increase their giving or become major donors.

It is therefore worth making regular giving as easy and as visible as possible. Keep the messaging simple, emphasise that every gift matters, and show clearly what regular support can achieve over time. Framing it in accessible terms can be particularly effective, for example, linking a modest monthly gift to a tangible impact within the school.

Regular giving also has a practical importance for the school. It creates a predictable and sustainable income stream that allows for better planning and, in many cases, supports areas of the school that are harder to fund through larger one-off gifts. It is often the quiet backbone of a successful fundraising programme.

Ask your parents

One area that is often worth reflecting on is the role of the PTA or equivalent parent body. In many schools, these exist as separate fundraising groups, sometimes even with their own bank accounts and structures. While this is often born out of enthusiasm and a desire to help, it can create challenges. It can lead to a lack of alignment with the school’s wider priorities, confusion for donors, and in some cases a lack of oversight. There are also important considerations around fundraising regulation and governance, where it is increasingly important that schools have a clear line of sight over funds being raised in their name. Bringing PTA activity more closely in house, or at least aligning it clearly with the school’s overall fundraising strategy, can make a significant difference. It allows for better coordination, clearer messaging, and ensures that all fundraising activity supports the same overarching goals, while still retaining the energy and commitment that PTAs bring.

Ask at events, do fundraising events.

There are so many different types, and they all have a role to play. Alumni events, such as reunions or networking evenings, are incredibly valuable for reconnecting people with the school. Parent events (perhaps organised by your PTA in conjunction with those responsible for fundraising) can bring your current community closer together and create natural opportunities to talk about support. Community fundraising events, such as fairs, fun runs or sponsored challenges, can broaden your reach and bring new people into your orbit. More formal fundraising events, such as dinners or auctions, can generate significant income when done well. It is also worth remembering that not every event has to raise money directly. Some of the most effective events are those that simply build connection, because those connections often lead to giving over time. That said, when the moment is right, do not be afraid to ask at events. A well-timed and well-delivered ask can be one of the most powerful tools you have.

Ask in Social Media and communications

Social media and digital communication also have an increasingly important role to play in building a culture of giving. They are not just tools for marketing, but powerful ways to tell your story, to show impact, and to keep your community connected. Regular, authentic communication about what is happening in the school, the difference being made, and the people behind it helps to reinforce that sense of belonging. Social media can also support fundraising more directly, whether through promoting campaigns, sharing giving opportunities, or enabling peer-to-peer fundraising where supporters encourage others in their network to give. Used well, it can extend your reach far beyond your immediate community.

In summary

It should firstly be noted that there are a few areas I have not really touched on, such as stewardship. Thanking and regularly talking to you, donors, is very important. The same donor that I mentioned speaking to about not being asked also said that there is nothing worse than giving and then being met by silence. Ultimately, building a culture of philanthropy is not about a single campaign or initiative. It is about creating an environment where giving is understood, valued and normal and welcomed with thanks. It is built over time, through consistent communication, strong relationships, and a willingness to ask. And at its heart, it comes back to that original idea, that giving is an expression of love for the school, its people, and its future.