Contributed by: Christina M. Couret
Director of Communications, St. Martin’s Episcopal School

By nature, many independent schools must function on a tight budget. In many cases, school employees are obligated to stretch every dollar to ensure that the maximum funds serve their constituents. Tapping into others’ charitable nature can help to acquire favors or discounts that can go a long way in supporting a marketing plan and allow you to do more with less. Below are some suggestions to help you conserve funds for your school, while at the same time getting maximum impact for your budget.

Don’t be afraid to ask for discounts. Many companies, such as magazines and newspapers, offer discounts to nonprofit organizations. Plead your case as a nonprofit and ask your contact if they have a nonprofit or educational rate. They may offer a three-time rate on a one-time advertisement (or more!) or even a 50 percent discount.

Barter. You may be able to exchange goods or services for promotions. For example, a sign-maker offered my school’s summer camp signage in exchange for free camp tuition for his son.

Remember to get a nonprofit postage permit. You can mail newsletters or other bulk items at a discounted rate simply by completing paperwork with the post office. If you qualify for a nonprofit permit, you can even print the postal insignia on your mailings, saving more time with the actual mailing process. Mailing with a bulk permit will require more time for the post office to process the pieces, but if you plan ahead you can build that time into your schedule.

Maintain relationships. Plan a media campaign well in advance and communicate that plan to your advertising sales contacts. Focus on the long-term goals and specific elements of the campaign. If you are advertising an event that occurs annually, discuss several years’ worth of advertising. More than likely, you will be able to secure a high frequency discount by making a long-term commitment to the publication. If it isn’t offered, make a point of asking for it. Because I had a long-term campaign planned with a particular publication and a good relationship with my sales rep, I lucked into a free ad when my ad rep suddenly lost an advertiser in a publication days away from printing. He called and asked if he could place my ad in that spot, at no charge, just to fill the space.

Use word of mouth. Regardless of all the money spent on advertising by marketers everywhere, the grapevine is still the most effective form of communication in a small market. Keep your current patrons happy and they will promote your business for you. If the message is positive, word of mouth is worth its weight in gold. My school’s current parents are responsible for bringing in hundreds of new applicants who are friends, neighbors, and relatives.

Use the success of one event to promote other events. If your annual golf tournament brings the highest attendance of all your events each year, take a moment to share information about your upcoming gala or silent auction with that already enthusiastic audience. Announce information about other events, or include the details in a program or take-home bag.

Keep sponsors happy. Schools, like all nonprofits, could not function without the help of corporate or individual sponsors. Give them anything you can reasonably afford to give, especially at the actual event they are sponsoring: free tickets, special parking, special seating (the best tables), gift bags with usable items they will appreciate. Also remember to return the favor by offering them as much promotion as you can afford in programs, or on signage, banners, table cards, gift bags, T-shirts, caps and even name tags. Make sure you double- and triple-check proper name spellings and corporate logos. Be sure to greet sponsors at events and thank them personally for their support, and be sure to send a thank- you letter immediately after the event, including any pertinent information for tax deductions. Unhappy sponsors translate to lost dollars. It is much easier to have repeat sponsors for a recurring event each year than to recruit new sponsors.

Express appreciation. In addition to thanking sponsors for their financial support, thank anyone who helped you with anything. Send a thank-you note to a reporter or broadcaster who included your news. They probably won’t respond, but they appreciate being thanked. If a current customer referred someone to you, call or send a thank-you note. That person will be more likely to continue to make referrals if she knows she is appreciated.

Independent schools must focus on the people they serve, and their employees need to be good stewards of their trust and their financial contributions by managing budgets effectively and by maximizing funds. Returning favors when possible and expressing gratitude also will help you to continue the good work of your nonprofit organization and economize in a positive fashion.

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Christina Couret is enjoying her fifth year as director of communications at St. Martin’s Episcopal School in Atlanta. She previously worked for a magazine publishing company as a senior editor. She is a “lifer” in independent school education and attended three independent schools from kindergarten through college.