Education Charity Raises $390,000 With Help of Donor Incentives

The Chronicle is highlighting organizations that have devised innovative approaches to year-end fundraising. Here’s one of them:

Pencils of Promise, which builds schools in developing countries, is betting that its supporters will either raise more money for the charity or give more themselves if they get something in return during its year-end “Season of Promise” holiday campaign.

The campaign is seeking to raise enough to build 25 schools in Guatemala, and since the campaign started three weeks ago, it has already brought in $390,000, enough for 15 schools.

People who raise or give at least $25,000 get to name the school they supported and will be invited to visit Guatemala in 2014 to help dedicate it. And although donors will have to pay for their travel to Central America, they will be guests of the charity while in the country.

The group’s founder, Adam Braun, has set an example of how donors can raise money from others. Mr. Braun collected $25,000 by asking friends to contribute to the charity instead of giving him presents, and he is now naming a school after his grandmother.

The organization is making other efforts to show that it appreciates all types of support, not just big gifts: The group promises that those who donate at least $25 and tweet or use their Facebook status to promote the campaign will receive before-and-after photos of a school construction site once the buildings are completed.

Pencils of Promise has been stepping up fundraising as the end of the year draws closer. On December 17, it sent emails and social-media messages telling donors that all contributions of up to $10,000 will be matched. It is also making phone calls to thank donors for their contributions in the past year and plans additional emails for the Seasons of Promise appeal over the next two weeks.