Mar Vista Elementary’s Formula for Fundraising Success

Claudine Czerny and Benita Spector are both parents at Mar Vista Elementary School. They seem like your average busy parents, but start talking to them about their children’s school and you quickly realize they are a force for organizing and fundraising not to be underestimated.

Czerny and Spector are the co-presidents of the Mar Vista School Enrichment Group (MVSEG), the school’s booster club that raises money for all the programs that the Los Angeles Unified School District doesn’t fund.  The two sat down with Patch to share insights on how they raise money for the school.

The list of what MVSEG provides for the school is long and impressive: art, music, a computer lab, physical education, teachers’ aides in kindergarten and first grade, a part-time librarian, science lab and teachers supplies.

Czerny says that she got involved because when she arrived at the school as a new parent, “I saw a group of people doing everything and I thought, ‘oh my God, I’d bet in there and learn what they are doing because they won’t be here forever.’”

Spector and Czerny agreed that Mar Vista was already successful at fundraising when they arrived. Said Czerny, “It’s a well-oiled machine. I just have to keep it running.”

There’s no magic to their formula, the two women said. The MVSEG has raised $250,000 on average for the last several years. This year their goal is $300,000 because the group bought 30 new Macintosh laptop computers for the school.

They raise the money through a variety of annual events. The bulk of their funding comes from the MVSEG “Phon-a-thon,” an annual calling campaign where parents volunteer to work a phone bank at a local real estate office reaching out to every family in the school to ask for a pledge. Parents can give one time or in installments.

The group asks for $500 per child. The goal for the campaign is $90,000 and so far this year they’ve raised over $60,000. Last year their participation rate was almost 70 percent. Donations to the fund come in all sizes, some are $25, some are as much as $5,000, Czerny said.

“I think the reason we are successful with this drive is because people realize when they come to Mar Vista Elementary that they are getting an educational equal to private schools for a lot less,” says Spector.

After the direct pledge drive, the group relies on a silent auction and dinner event held every spring, this ear on March 3 at the Beverly Hills Country Club, called “Bids for Kids.” Auction items range from movie dates with a teacher, or being “principal for the day” to jewelry and other pricier items donated by parents, local businesses and community members. Czerny said last year a student who enjoys baking auctioned off one of his cakes for $70. The group raised $60,000 at the event last year.

The group’s next two events in terms of fundraising are a spring “Spellathon” and the Halloween “Big Boo” fair. Students get sponsors for the Spellathon who donate money for the kids successfully spelling a list of grade-appropriate words, spelling bee style. This raises $20,000 for the group. The Halloween festival raises money from carnival-style games and a craft fair.

Jumping on an idea they got from another local school, this year MVSEG has begun a “party book,” where parents volunteer to host different kinds of parties throughout the year, donating their time and the cost of hosting and guests buy tickets with all proceeds going to the booster club. Spector said one popular event was a dinner and cookie exchange, where everyone got a sampler of cookies along with recipes to take home. This year they hope to make $5000 on 20 such parties.

This year, the MVSEG is doing a big fundraising push that it does only every other year to add donors to the school’s “School of Fish Tile Wall.” Families at the school can get tiles with their names for $250. For the first time the group is inviting businesses to buy tiles of varying sizes from $750 to $5,000, less for businesses of school families. Spector said the tiles are sponsorships, not advertising. But, she points out they are a permanent testament to a business’ commitment to the school and the neighborhood. Finding sponsors willing to spend that much has been a challenge, the two women agree. Their goal is to raise $10,000 this year with the tiles.

The rest of the money MVSEG raises comes from small events and business rewards programs. “We do a lot of fundraising with a little bit here and a little bit there,” says Czerny. The group holds restaurant dine-out nights, participates in Whole Foods and Ralphs and Westside Pavilion scrip programs. They do a holiday photo fundraiser, a gift-wrap sale and a school emergency kit sale. The group’s grant writing committee is a new focus this year, and is working go a grant for yard improvements.

Czerny said she is confident they’ll reach their goal for this year. “If we have to let peple know at the silent auction or the Spellathon that we are a little short, we can push a little bit harder and I’m sure we’ll get to where we need to be.”

Asked if the core group of parent volunteers ever gets tired, Czerny says, “Yes, we all get burned out but we keep going anyway.” She said, “People are conscious of how much work it takes but I would really like to see more new parents show an interest.”

Spector said it’s critical for volunteer leaders to recruit new parents. “Make sure you can replace yourself,” she said. “Grab someone and say, ‘ just come and do this one thing with me.’” That, said Spector is how to get new parents engaged enough to realize they need to take over the reins to keep the booster club going as parents of older children leave the school.