Question 1

How does the money work? How much, when, and where does it go?

Accepted Answer

60% of every campaign budget that runs in your school is paid directly into your school's bank account. The amount depends on the campaign, and both the total campaign budget and your school's share are confirmed in writing before you agree to host anything, so you always know what you're saying yes to. Payment is made on a defined schedule after the campaign runs, once the advertiser has paid Bookbag, typically within 30–60 days. The funding isn't ring-fenced for a particular use: it's school income, and your school decides how to spend it.

Question 2

What do we actually have to do, and how much staff time does it take?

Accepted Answer

A campaign means activity sheets arrive at your school printed and ready to go. Your role is to confirm the campaign is suitable for your school, then send the sheets home in book bags the same way you'd distribute a newsletter, a school photo order form or a book-fair flyer. For most campaigns that's well under an hour of staff time. We handle the printing, the delivery to school, the reporting afterwards and the funding payment. Larger or more involved campaigns are flagged clearly, so you can decide whether they fit before you commit.

Question 3

Who decides what's appropriate, and can we refuse a campaign?

Accepted Answer

You do. Every campaign that comes to your school has already been reviewed by us against environment-appropriate and CAP Code standards, but the final decision on whether to run it sits entirely with your school. You can decline any campaign for any reason: content, brand, timing or fit. You don't need to explain why. You can also stop sending sheets home mid-run if a concern arises. The platform is built on the principle that schools hold the right to say no, and that doesn't affect your standing on the network.

Question 4

What do we tell parents, and what about pupil data?

Accepted Answer

You don't need to ask parents for permission, because activity sheets go home in book bags the way other school communications do. The sheets are clearly branded, so parents can see the campaign for what it is the moment it lands on the kitchen table. Pupil data is not collected, shared or used by Bookbag or by participating brands: we never receive any pupil information from schools. We can provide a short parent-facing explainer for any school that wants one, covering how the model works and what the funding does for the school.

Question 5

Are we allowed to do this? VAT, Ofsted, charitable status, and the rest.

Accepted Answer

Brand partnerships and commercial activity in primary schools are permitted under existing DfE guidance, and Bookbag is designed to sit within those rules. The funding your school receives is treated as school income, and your finance lead will treat it the same way they treat any other commercial income, such as facilities hire or a community partnership. We're happy to walk your business manager or trust finance team through the specifics, including any VAT, accounting or governance questions, before you commit.

A new way to fund your school, paid for by trusted businesses.

Fun that funds.

Review

Approve

Send home

Get paid

Review

Approve

Send home

Get paid

And it adds up.

The more you promote, the more you earn.

What a printed sheet looks like

Colour our busy bees in the garden

Why schools choose Bookbag

You stay in control

60% of every campaign fee, to you

Safe by design

What your school receives

Colouring Sheets

Wordsearches

Scavenger Hunts

Activities

Safeguarding is paramount

What every campaign will include

What campaigns cannot include

Questions, answered.

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An income stream that works alongside everything else you already do.