Even if you have just received a grant to start or continue an afterschool and expanded learning program, you should be thinking about how you will sustain and supplement that funding source from the very start. In addition, you will need to establish strong budgeting practices to manage your program budget in a transparent and ethical way.
Identifying and securing resources is a primary task for many program leaders and advisory board members, and this can often be a source of stress, particularly if your primary funding source is short term or does not provide enough funding for your entire program cost. Although you and your board are ultimately responsible for fund development, it is worthwhile to work with your community to explore its ability and willingness to contribute to the cost of your program and to help you secure new funding.
One way to explore this interest is to conduct an analysis of the afterschool and expanded learning market in your area. This market analysis is really the same as a market analysis for any product, but in this case, the “product” is the program, and the “market” is the interest in that program. You can use a market analysis to gauge interest in supporting the program from entities such as the district, community-based organizations, and the city. The market analysis focuses on whether to have an afterschool and expanded learning program, whereas focusing on assets and needs (as discussed in the section on program design) will help you determine what to offer in the program. Use Tool 15: Market Analysis for a step-by-step guide to assess your afterschool and expanded learning market. If you have already received a grant, this analysis will be more focused on identifying partners and gauging where you may need to target your outreach to build support. If you do not yet have funding or are considering implementing a program, the market analysis is an opportunity to explore the level of openness in the community to a new program.
The market analysis activity can help you answer the following six questions: Who does and does not support the idea of this program? Is there a need for an afterschool and expanded learning program with our mission? What resources are available? Can local partners provide in-kind services or resources? Is there another program with which we could partner to share or apply for resources? Can other resources in our community (e.g., district, other community organizations, or state or federal agency funding) be used for our program?