This paper presents qualitative evidence from an in‐depth, participative action research project with 150 children aged 4–8 years old, exploring their experiences, perceptions and preferences regarding charitable giving. Most children positively engage in charitable giving through home, school and their community; however, less than 20% are aware of the cause area they are being asked to support, and most have little decision‐making in their giving. Children’s willingness to engage increases when they critically examine the cause area and are facilitated to lead on giving decisions, often resulting in increased and sustained efforts to support cause areas that matter to them.

What are unpopular causes and how can they achieve fundraising success? Abstract

Fundraising literature predominantly focuses on adult donors, with limited literature addressing younger donors, particularly children, and virtually no discussion on the normative ethics which inform fundraising with children. Addressing this gap, this article examines the ethical dilemmas posed by the mainstreaming of charity fundraising in primary schools. Regardless of high levels of participation, research with primary school pupils shows that children's engagement in fundraising activities is often passive, with little decision making afforded to children. First, we question the ethics of passively engaging children in the fundraising relationship. Second, we question the role of fundraising more broadly in helping to cultivate children's philanthropic citizenship, suggesting that current fundraising mechanisms in schools are counter-intuitive to fostering long-term philanthropic engagement. We argue that by critically engaging children in the process of giving, children develop a deeper understanding of the cause areas that matter to them, which cultivates a longer-term commitment to philanthropy. This is potentially a different goal than that of many organisations involving schools in fundraising, where the focus is on incentivising transactional fundraising efforts aiming to raise as much money as possible and thus raises particular ethical challenges which must be considered. In this paper we draw on previous research and established frameworks for understanding philanthropic behaviour to explore the ethical challenges of fundraising with children in schools and present a pathway towards a more child-led, children's rights approach to fundraising in primary schools.

Voluntary action has long played a role in state education, with parent–teacher associations being one of the most common forms of charitable organisation in England. However, education policy, driven by a growing free-market discourse and policy initiatives such as localism, is increasingly pushing for greater voluntary action. This article explores the distribution of voluntary action in primary schools in one local authority area in England. Drawing on primary data from 114 questionnaires completed by head teachers and secondary data from the financial records (2013/14) of 380 primary schools, we find evidence of considerable uneven dispersal of voluntary action between schools. These disparities are related to factors including school size, location, leadership ideology and the socioeconomic profile of the school. The consequence of this uneven distribution is that schools catering for more affluent communities are more likely to have additional resources than those with poorer profiles.

In response to depleting budgets and intensified performance pressures, primary schools are increasingly turning to fundraising as one mechanism for combatting ongoing challenges.Although research identifies that two thirds of primary schools are actively trying to increase their fundraised income, some primary schools are significantly more successful in attracting additional funds than others, whereas many struggle to focus fundraising efforts "beyond the school gates."This article focuses on 3 case study schools and the individuals tasked with the role of fundraising, which have each adopted different approaches in a successful attempt to increase their fundraised income. The findings propose that when primary schools proactively focus on their fundraising, invest in people in terms of both time and their skills, and create a positive fundraising narrative that embraces both the schools and local communities' needs, primary schools can succeed in attracting significant philanthropic support, which can be transformative for the school community.