You can run a fundraising program two ways.
One way is the classic approach. You throw a few ideas at the wall, chase volunteers for weeks, hope the weather holds, and cross your fingers that the “easy money” shows up.
The other way is more boring, more adult, and honestly way more effective. You treat it like you are buying a service for your athletic department. Because that is what it is. You are picking a partner that will affect your budget, your calendar, your families, and your reputation in the community.
This guide is for the second route.
Not theory. Not “fundraising inspiration.” Just how to pick the right school fundraising company without getting stuck with a messy rollout, upset parents, and a pile of unsold product in your storage room.
Start with the uncomfortable question. What are you actually trying to fund?
Before you look at companies, get specific about the money.
Not “we need more.” More for what.
Write it down in plain language:
- New uniforms for varsity and JV, full set, every two years
- Reconditioning or replacing helmets, annual
- Travel costs for playoffs, maybe
- Strength equipment replacement cycle
- Coaching stipends, if that is even allowed in your district
- Facility projects that never make it into the capital plan
Then do the math. What is the total target, and by when.
Because fundraising companies will ask you what your goal is, and if you guess, they will happily sell you a program that fits the guess. Not the need.
Also. Separate “must fund” from “nice to fund.” It changes everything when you’re choosing a program type.
Consider exploring some best fundraising ideas for high school sports which not only provide financial support but also elevate the high school sports experience. If you’re worried about budget cuts impacting these programs, there are strategies available that can help fund programs without budget cuts.
Decide what kind of fundraiser you can realistically run
Most athletic directors don’t fail at fundraising because the company was bad. They fail because the fundraiser didn’t match their reality.
You need to be honest about your constraints:
- How many teams are you running this season?
- How much time do you personally have to manage this?
- Do you have a booster club that actually functions, or one that exists on paper?
- How supportive is your admin with building access, announcements, and approvals?
- How willing are families to sell, deliver, follow up, and not disappear?
Then pick a fundraiser model that fits.
Here are the common ones you will see from fundraising companies:
Product sales (traditional catalogs, snacks, merch, etc.)
Pros: Familiar. Often high perceived value.
Cons: Inventory issues, delivery problems, upfront ordering risk, more volunteer load.
Online donation drives (a-thons, pledge drives, direct giving)
Pros: No product. Cleaner logistics. Often better net profit.
Cons: Requires good messaging, social sharing, and solid buy in from coaches.
Discount cards / coupon books
Pros: Local businesses like it. Buyers understand it.
Cons: Can get stale. Needs strong local business participation.
Events (tournaments, fun runs, car washes)
Pros: Community building, can be big.
Cons: Weather, staffing, permits, liability, and they eat weekends.
Hybrid programs
Pros: Can capture multiple donor types.
Cons: More moving parts, easier to confuse families.
If your volunteers are stretched thin, go simpler. If your families are sales resistant, go donation based. If your community loves local business deals, discount cards might work better than yet another cookie dough sale.
The point is you are not shopping for the “best” company. You are shopping for the best fit.
For instance, how coaches’ leadership can skyrocket fundraising results, or how South River Wrestling engineered a $13,400 fundraising breakthrough in just 21 days, can provide valuable insights into maximizing your fundraising efforts.
Moreover, embracing new delivery models in fundraising can lead to significant improvements in your results.
It’s also important to remember that simplifying the process can yield better outcomes when volunteers are stretched thin or families are resistant to selling products. In such cases, opting for digital fundraising solutions could prove beneficial.
Lastly, it’s always good to learn some spring fundraising secrets that could further enhance your fundraising strategy.
Understand the Revenue Model of Fundraising Companies
Most fundraising companies operate as vendors rather than charities. This distinction is crucial for understanding their revenue model and making informed comparisons when evaluating offers.
Here are some common revenue models you might encounter:
- Revenue share: A model where you retain a percentage of sales.
- Margin based pricing: In this scenario, you purchase items at one price and sell them at a markup.
- Platform fees: These are particularly relevant for online donation tools, texting tools, or payment processing services.
- Shipping and handling: Costs that can be borne by either the buyer or the program, sometimes even included in the product price.
- Add ons: These could be prize programs, banners, coach kits, or “premium support.”
When a company claims “we return 50%,” it’s essential to follow up with questions like: 50% of what exactly? After which fees? After shipping costs? After card processing charges? After returns?
This is where many people face disappointment. The attractive headline percentage often masks the reality of net profit.
Evaluating School Fundraising Companies: 9 Essential Criteria
You don’t need an exhaustive scorecard to evaluate fundraising companies. However, there are a few non-negotiables that you should always consider.
1) Focus on Net Profit Over Gross Profit
Request a straightforward projection that encompasses:
- Anticipated average order size or average donation
- Typical participation rate (not the best-case scenario)
- All fees and deductions
- Shipping assumptions
- Expected net to your program
If they are unwilling to provide this information or only present an overly optimistic scenario, consider it a red flag.
For those looking to optimize their fundraising efforts, understanding the modern approach to sports fundraising can provide valuable insights. Additionally, mastering top fundraising skills that lead to success will significantly enhance your chances of achieving your fundraising goals.
Incorporating technology into your fundraising strategy can also yield substantial benefits. For instance, leveraging the power of connection through youth fundraising apps with auto-texting features, can streamline your efforts and improve results.
If you’re involved in winter sports like basketball or wrestling, you might find some useful strategies in our guide on how to kickstart your winter sports with proven fundraising strategies.
Lastly, remember that motivation plays a key role in successful fundraising. Our article on maximizing player power through effective motivation tips offers practical advice in this regard.
2) Logistics and fulfillment. Who does what
This is the part that makes or breaks your season.
Ask very directly:
- Who handles customer support when something is missing or late?
- Are orders shipped to homes or delivered in bulk to the school?
- If bulk, how many boxes are we talking. And do you provide sorting tools.
- What is the average delivery timeline. And what happens when it is missed.
- How are refunds handled.
If the answer sounds vague, imagine living in that vagueness with 400 parents.
3) The platform experience for families
If it is online, test it like a parent would.
Is it mobile friendly? Can it be done in two minutes? Are there weird logins? Does it spam people? Does it add surprise fees at checkout?
If families get annoyed, they stop sharing. If they stop sharing, your numbers fall off a cliff.
4) Coach and team level reporting
You need visibility without chasing spreadsheets.
Look for:
- Team dashboards
- Participant tracking
- Easy export for your bookkeeper
- Coach level views (so you are not the middleman for everything)
- Real time updates
Also ask: can you split fundraising by sport, grade, or team automatically. Or is it one big pot that you have to manually divide later.
5) Compliance and approvals
This one is not fun. But it matters.
Ask about:
- District purchasing rules
- Contract requirements
- Background checks for reps who will be on campus
- Data privacy for student info
- Payment handling and tax documentation
If your district has strict vendor onboarding, get the paperwork early. Fundraisers die in the approval stage all the time.
In order to prevent such unfortunate situations, it’s crucial to understand the benefits of fundraising that every team appreciates. This knowledge can help streamline logistics and fulfillment processes.
Moreover, as you approach a new fundraising season, consider setting clear objectives by following some strategies outlined in this guide on how to set your team up for a record-breaking fundraising season.
Lastly, if you’re involved with a booster club, utilizing this step-by-step playbook for booster club fundraising can significantly enhance your fundraising efforts while ensuring compliance and smooth approvals.
6) Support quality during the actual fundraiser
Every company claims they have “support.”
But what does that really mean on a Tuesday night when a coach is texting you because the link is broken and the fundraiser ends tomorrow?
It’s crucial to ask the right questions:
- Do we get a dedicated rep or a general support inbox?
- What are support hours?
- Do you offer kickoff training for coaches and captains?
- Do you provide templates for emails, texts, and social posts?
- Who helps with prize fulfillment if there is a prize program?
If possible, talk to a school currently using their services. This should be a recent reference, not one from five years ago.
7) Brand fit and community fit
Some fundraisers simply do not align with the vibe of your community.
For instance, if you’re in a high donor community, direct giving may outperform product sales. Conversely, if you’re in a rural area with tight budgets, a value-driven product or discount card can be easier for families to support.
Also consider your school brand. If the fundraiser feels cheap, spammy, or aggressive, it reflects poorly on you—even if it makes money.
8) Prize programs: Helpful or distracting?
Prizes can boost participation but they can also create unnecessary drama.
When evaluating prize programs, ask yourself:
- Are prizes optional?
- Who pays for them?
- What percentage of revenue goes to prizes?
- Are prizes individual, team-based, or both?
- How do you handle students who cannot participate financially?
I’ve seen prize programs motivate a team. However, I’ve also witnessed them turn fundraising into an uncomfortable competition that parents dislike. So be cautious here.
For effective strategies on boosting your team’s fundraiser success, consider selling in-season this back-to-school season as part of your fundraising efforts. Also, explore which fundraiser makes the most money for high school teams to maximize your fundraising potential.
Additionally, leveraging technology can significantly enhance your fundraising efforts. For instance, Gold Athletics has developed a game-changing fundraising app that can turn fans into donors in seconds.
Lastly, if you’re considering product fundraising options like discount cards or value-driven products, take inspiration from New Hampshire’s successful partnership with Gold Athletics, which could serve as a valuable case study.
9) Timing and seasonality
A good company will tell you when not to run the fundraiser. It’s essential to consider the timing and seasonality of your campaign. Here are some questions to ask:
- What months work best in our region?
- How long should the campaign run?
- What is the recommended communication schedule?
- What other schools in our area are running at the same time?
If you stack your fundraiser against homecoming, fall tournaments, SAT season, and band fundraising, you are going to lose attention.
The questions I would ask on every sales call
If you want a simple script, here you go. Copy paste it into your notes.
- What is the typical net profit per participant, after all fees, in a normal campaign? It’s worth noting that understanding the financial aspect can help avoid hidden fees and misleading tactics.
- What participation rate should we expect for a high school athletic program like ours?
- How is fulfillment handled? Ship to home or bulk? What goes wrong most often?
- What does parent checkout look like? Are there processing fees?
- Do you provide coach training and messaging templates?
- What reporting do I get by team and by participant?
- What is your support model during the campaign? Hours, response time, dedicated rep.
- What is your refund and replacement policy?
- Can you provide 2 local references from the last 12 months?
- What does the contract say about fees, timelines, and cancellation?
Then stop talking and listen. You learn a lot in the gaps.
Remember, bringing in a fundraising expert can significantly benefit your program or team’s fundraiser as they can provide valuable insights and strategies (6 reasons to bring in a fundraising expert).
Red flags that usually mean “no”
Some of these are subtle, but they matter.
- They dodge net profit questions and only talk about gross sales.
- They pressure you to sign quickly because “your window is closing.”
- They can’t explain fulfillment clearly, or they blame schools for common issues.
- Their platform looks outdated or clunky on mobile.
- Their references are not recent or not similar to your school type.
- They promise unrealistic participation rates without asking about your program structure.
- They push prizes hard but won’t show the cost impact.
- They do not mention compliance, data privacy, or district approval at all.
If you feel that little stress spike during the call, pay attention to it.
A simple way to compare companies (without overthinking it)
Make a one page comparison with these columns:
- Net profit estimate (conservative)
- Volunteer workload (low, medium, high)
- Risk level (inventory risk, delivery risk, reputation risk)
- Platform ease (test it yourself)
- Support quality (based on specifics, not vibes)
- Reporting and accounting fit
- Timeline to launch
Then rank what matters most for your situation.
Some athletic departments need maximum dollars even if it is messy. Others need a clean, low drama fundraiser because they are already overloaded. Both are valid. But you have to choose on purpose.
Implementation matters more than the company name
Even the best fundraising company can’t save a sloppy rollout. It’s crucial to remember that implementation matters more than the company name.
If you want your next fundraiser to actually hit the goal, do these basics:
- Get coach buy in before launch. Private meeting, clear expectations.
- Set one clear goal and explain what it funds. People give to specifics.
- Keep the campaign short. Two to three weeks is plenty for most drives.
- Use a communication schedule. Kickoff, mid point reminder, final push.
- Celebrate progress publicly. Thermometer charts still work, yes.
- Close the loop afterward. Share results and what the money will do.
And one more thing. Make it easy for families who cannot sell or donate to still feel included. That single decision reduces a lot of resentment.
The bottom line
Choosing a school fundraising company is not about picking the fanciest pitch or the biggest promise. It is about picking a program your community will actually complete, and a vendor you can trust when the inevitable hiccups show up.
Focus on net profit. Clarity on logistics. A platform parents won’t hate. Reporting that makes your life easier. Support that is real.
It’s also important to stay updated on the latest trends in fundraising, such as the top sports fundraising trends which can provide valuable insights.
Then run it clean. Short. Specific. Calm.
You will raise more money that way. And you will keep your sanity, which is, weirdly, the hardest budget line to protect.
FAQs (Frequently Asked Questions)
What are the two main approaches to running a fundraising program for high school athletics?
The two main approaches are the classic approach, which involves trying multiple ideas, relying heavily on volunteers, and hoping for good outcomes, and the more effective, professional approach where you treat fundraising like purchasing a service for your athletic department by carefully selecting the right fundraising partner.
How should I determine the specific funding goals before choosing a fundraising company?
Start by clearly defining what you need to fund in plain language, such as new uniforms, equipment replacement, travel costs, or coaching stipends. Then calculate the total target amount and timeline. Separating ‘must fund’ items from ‘nice to fund’ helps in selecting the appropriate fundraising program type.
What factors should I consider when deciding what kind of fundraiser to run?
Be honest about your constraints including the number of teams this season, your available time to manage fundraising, booster club functionality, administrative support, and family willingness to participate. Choose a fundraiser model—such as product sales, online donation drives, discount cards, events, or hybrid programs—that realistically fits these factors.
What are common types of fundraising models offered by companies and their pros and cons?
Common models include product sales (high perceived value but inventory risks), online donation drives (clean logistics but require strong messaging), discount cards (good local business involvement but can get stale), events (community building but need staffing and permits), and hybrid programs (appeal to multiple donors but more complex). Selecting depends on your community’s strengths and volunteer capacity.
Why is it important to understand the revenue model of fundraising companies?
Most fundraising companies operate as vendors rather than charities. Understanding whether they use revenue share or margin-based pricing helps you evaluate offers correctly and choose a partner that aligns with your budgetary needs without surprises in costs or profits.
How can I improve my athletic department’s fundraising success beyond just picking a company?
Consider leadership involvement from coaches to motivate teams, explore new delivery models like digital fundraising solutions to simplify processes especially if volunteers are limited or families resist selling products, learn proven strategies such as spring fundraising secrets, and focus on building community support through well-chosen programs that fit your unique situation.