As June approaches, schools and districts across the country find themselves in a familiar situation: looking at remaining budget funds that must be spent before they expire. For companies that sell products or services to the K-12 education market, this presents a unique and powerful opportunity.
Most public school districts operate on a fiscal year that ends on June 30th. According to strict budget policies in many states, unused funds do not roll over into the next fiscal year. Instead, they’re forfeited—this is the origin of the “use it or lose it” rule. And it’s more than just a catchphrase; it’s a budget reality for thousands of schools.
This means that from mid-May through the end of June, many school administrators are actively looking to spend down their budgets, often on purchases they had postponed or hadn’t yet prioritized. If your company provides solutions that benefit schools—software, instructional tools, professional development, classroom materials, technology, or services—this is the time to act.
Let’s break down how this works and the best strategy to capitalize on this seasonal spending rush using email marketing.
Why This Budget Timing Matters for Marketers
The “use it or lose it” dynamic results in a spike in purchasing activity, especially among school and district-level decision-makers such as:
- Superintendents
- Curriculum Directors
- Technology Coordinators
- Principals
- Purchasing/Procurement Officers
These professionals are often under pressure to use every available dollar wisely. That means they are looking for relevant, cost-effective, and high-impact purchases that can either be implemented immediately or lined up for the next school year.
If you can get in front of them during this window, you increase your chances of closing a sale significantly—especially if your offering solves a clear problem or prepares them for a better school year ahead.
The Psychology of End-of-Year Purchasing
When it comes to spending remaining funds, schools are not just buying for the sake of it. Most administrators want to show that:
- They are strategic – Every dollar must serve a purpose, ideally with measurable value or outcomes.
- They are forward-thinking – Solutions that prep them for the next school year are highly attractive.
- They are compliant – Purchases must fall within what the remaining funds are legally allowed to cover.
With these factors in mind, your messaging should position your product or service as:
- Aligned with current educational priorities
- Budget-appropriate for year-end funds
- Able to be purchased now but implemented later (summer/fall 2025)
Email Marketing Strategy: Reaching Schools Before the Clock Runs Out
So, how can you position your offering in this crucial timeframe?
1. Start Campaigns in Mid-May and Ramp Up Through June
Schools begin assessing remaining budgets in May. This is the perfect time to begin outreach and build awareness. By June, decision-makers are in active purchasing mode.
Set up a 3-part email campaign:
- Email 1 (Mid-May): Awareness + education about your offer
- Email 2 (Late May): Specific benefit with a strong call-to-action (“Use this year’s funds to prepare for fall success”)
- Email 3 (Mid-June): Urgency and deadline-driven messaging (“Only 2 weeks left to use your 2024 budget!”)
2. Use Targeted Lists to Reach the Right Contacts
Generic blasts won’t cut it. Use segmented email lists tailored to roles and regions. For example, target tech directors with edtech offers, or curriculum leaders with academic tools.
At EmailListUs.com, we help you get precise—target by title, location, school size, or funding level.
3. Craft Subject Lines That Spark Action
This is not the time for vague or overly clever subject lines. Use urgency, budget language, and direct value. Examples:
- “Still Have 2024 Funds? Here’s a Smart Way to Use Them”
- “Your 2024 Budget Expires in 2 Weeks – Spend It Wisely”
- “Prep for Fall Now, Pay with This Year’s Budget”
Pair it with preheaders that reinforce time sensitivity or highlight a key feature of your offer.
4. Bundle Offers or Provide Summer Incentives
Many schools love the idea of buying now and using later. Consider bundling services with extended access or onboarding during the summer. If you can offer a discount or bonus for orders placed by June 30th, make that part of your CTA.
What Schools Are Likely to Buy in June
While every school and district is different, here are common categories where leftover funds are often directed:
- Curriculum tools or licenses
- EdTech platforms or renewals
- Professional development packages
- STEM and classroom supplies
- Facilities and safety improvements
- Subscriptions for digital learning tools
- Assessment or analytics platforms
If your product falls into one of these areas, your offer is well-aligned with what schools are ready to purchase before June 30.
Case Example: A Smart End-of-Year Campaign
Let’s say you offer a digital math platform for middle schools. Here’s how you might execute a timely campaign:
Email 1:
Subject: “Help Your Teachers Hit the Ground Running This Fall”
Content: Explain how your platform saves teacher time and improves student outcomes. Mention that it qualifies for curriculum or tech budgets.
Email 2:
Subject: “Spend Your 2024 Funds Before They Disappear”
Content: Emphasize the June 30 deadline. Offer a summer training bundle or early-bird pricing for 2025 implementation.
Email 3:
Subject: “Final Call: 5 Days Left to Use This Year’s Budget”
Content: Create urgency. Include a simple call to action: book a quick demo or place your order before the deadline.
Don’t Wait—Timing Is Everything
There’s a limited window to capitalize on the “use it or lose it” budget policy. If you wait until July, that money is gone—and with it, your opportunity.
With the right email strategy, you can turn June into one of your most profitable months for education sales. Schools are ready to buy. You just have to reach them first—with the right message, at the right time.
At EmailListUs.com, we help vendors like you connect directly with principals, superintendents, and education leaders across the U.S. If you’re not in their inbox this June, you’re missing out.
Let us help you launch your next campaign—before the clock runs out.
