AFRDS - Newsroom - Product Sales by Schools, Non-Profits Net $1.9 Billion

Americans Support School and Youth Group Fundraising

Contact:	Jon Krueger
Phone:	(404) 252-3663
Email:	jkrueger@kellencompany.com

ATLANTA – Support for school and youth group fundraising is strong, according to findings from a recent national survey commissioned by the Association of Fund-Raising Distributors and Suppliers (AFRDS). Eight out of ten adult Americans supported at least one school fundraiser during the 2005-2006 school year by purchasing foods, gift-wrap, magazine subscriptions, gift items and other products, according to the survey data. Nine out of 10 parents of school-age children support these types of fundraising programs by purchasing at least one item, while most parents – 71% – actively sold items to help out.

“This new research underscores that communities, and parents in particular, recognize that supplemental funding made possible through product fundraisers is necessary for a quality education today,” said Russell Lemieux, executive director of AFRDS. “That support translates into new playgrounds, band uniforms, computer labs, field trips and other products, programs and services that greatly enrich young lives.” According to AFRDS, product sales alone annually contribute $1.4 billion to schools.

The survey of 1,000 Americans was conducted by the Chicago-based research firm, Synovate. Other key findings included:

It’s for a Good Cause – The number one reason why Americans purchase fundraising items, mentioned by nearly half (48%) of the respondents, is “to support a worthy cause.” Others purchased fundraising items to support their child’s school (20%) or to support the child of a friend or co-worker (17%).
Americans Know the Importance of School Fundraising – The majority of survey respondents (76%) agree that: “product fundraising sales are an important financial resource for America’s schools and youth groups.”
Promotion Equals Success – The more people know about why funds are being raised by schools and how the money will be spent, the more likely they are to support the program. Among survey respondents who bought a fundraising item during the last school year, 77% said they were told how the money would be spent. Of those informed consumers, one-third said they would not have purchased items without that information while another 31% said the additional knowledge actually motivated them to buy more.
Product Satisfaction High – The survey also found that most fundraising supporters (82%) were very satisfied (40%) or somewhat satisfied (42%) with the items they purchased.
More Potential Fundraising Supporters are Out There – Among respondents who did not support a school fundraiser, most (62%) said it was because they were not asked.
Moderation is Key – Among respondents who supported a fundraiser, more than half (54%) only purchased fundraising products 2 times or less during the given time period.

“The data shows that communities are motivated to support school fundraisers but, for many people, there are limits as to the number of times each year they will purchase fundraising items,” Lemieux said. He suggested schools consider reducing the total number of fundraising efforts each and focus only on those programs that are most efficient and yield the most funds.

“By putting a greater effort into a fewer number of fundraisers with very specific goals, schools will find that they can successfully raise the money they need and get greater participation in their fundraisers from school families and the community at large,” Lemieux said.

The Association of Fund-Raising Distributors and Suppliers is an international association of 600 companies that manufacture, supply and distribute products that are re-sold by not-for-profit organizations for fundraising purposes. AFRDS members ascribe to the association's Code of Ethics and Standards for Professional Practice. For more information on fundraising, visit www.afrds.org.

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Americans Support School and Youth Group Fundraising