Kicking Off A New Generation of Giving: A Portsmouth Grammar School Giving Day Story

In March 2021, Portsmouth Grammar School launched its inaugural Giving Day to raise funds for bursaries. The school aimed to reach 250 donors and raise £150,000, but exceeded both targets significantly. The campaign resulted in over 650 donors contributing more than £240,000, with 63% being first-time givers. The momentum from the Giving Day also boosted subsequent telephone campaigns, where giving rates increased from 32% to 45.3% compared to previous efforts.

Why a Giving Day?

The school wanted to double its bursary provision to reach 1 in 4 pupils receiving fee assistance, a goal requiring generational commitment. While they had conducted biennial telephone campaigns and direct mail since 2015, leadership recognized the need to expand into digital fundraising and cultivate new donors. They sought to embed philanthropy into school culture and reach supporters who wouldn’t respond to traditional approaches.

Key Successes

A generous match gift secured early provided immediate credibility and signaled importance to potential donors. The campaign attracted significant participation across constituencies: increased gifts from current parents, staff, and donors under 30. A particularly memorable moment involved a 93-year-old alumnus making his first-ever online gift.

The entire school community mobilized in unprecedented ways. Staff and students volunteered extensive support, including broadcasting a 36-hour online radio show covering fundraising progress, interviews with bursary recipients, and updates on school activities. This sustained engagement maintained momentum throughout the campaign.

Post-campaign telephone appeals showed lasting impact: 60% of Giving Day donors gave again, with 68% committing to regular gifts versus a campaign average of 57%.

Working with Hubbub

“The Hubbub team were an absolute delight to work with and I would not hesitate to recommend them. They truly felt like an extension to our in-house team.”

Their professionalism combined with creative approach and responsiveness proved invaluable.

Advice for Prospective Organizations

Melanie Bushell emphasizes investing time early in developing compelling stories appealing to all constituencies. Identifying practical supporters to help execute messaging and activities proves essential.

“A fundraising team cannot do it alone and the success of our Giving Day was due in large part to the extent to which it was a huge team effort.”