Editor Note: this blog post is the 1st part in a series of professional articles about sports fundraising. It was written by a published author and expert in the field, Dr. Richard Leonard.
While it is essential to establish distinct core foundational values for your fundraising program, there are indispensable guiding principles that are universal to all athletic organizations’ fundraising efforts. The following list delineates these guiding principles:
1.
No amount is too small.
A minor contributor today could be a generous benefactor tomorrow. Moreover, while some individuals may not be able to contribute money, many can donate services and applicable program/business skills.
2.
Always personalize the ‘thank-you’ for the donation, participation, or support of an individual.
The thank-you should present the accomplishments of the event or activity, as well as reiterate the individual’s worth in reaching the athletic program’s fundraising objectives. Thank-you notes should be sent to all sponsors, volunteers, key players, board members, and community officials. The intrinsic reward realized by each of the individuals receiving a thank-you note is immeasurable.
Note: Avoid the temptation of combining the thank you with an additional request for money or services. It can appear to the individual that they are only important for their tangible contributions rather than their unselfish altruism. Simply stated, the thank you should be just a sincere, heartfelt thank you.
3.
The fundraising activity or event must be selected based on its capacity to correspond with the organization’s goals, target market, image, and operational capabilities.
While the choice of an appropriate fundraising event/activity/program can elevate an athletic program in the minds of stakeholders, an inappropriate choice could deal permanent damage to the fundraising program and its parent athletic organization.
4.
The fundraising program’s databases must be consistently updated and accurate
Information on current donors, volunteers, and potential new patrons should be a program priority. In the simplest terms, these listings can be the “lifeblood” of the operation. With new technologies, tools such as social media can similarly be utilized to augment traditional database development and management.
5.
‘Piggybacking’ on another organization’s fundraising efforts
If a fundraising program is small and unable to put resources into its own autonomous event or program, the opportunity of ‘piggybacking’ on another organization’s fundraising effort is a distinct possibility and should be considered.
The key to this arrangement is the cooperation between the fundraising program and the external organization. Both parties must experience a mutually beneficial relationship and should in no way encounter a conflict of interest.
6.
Contingency planning is an imperative function for all fundraising efforts.
Back-up plans could encompass arrangements for inclement weather, unforeseen community conflicts, pull-outs by financial supporters, and other possible circumstances that could negatively affect fundraising endeavors.
7.
All athletic program fundraising should be approved through the athletic organization’s administration and fall within the guidelines of the athletic organization’s governing body of regulations.
The avoidance of any impropriety and regulatory violations should be paramount. Additionally, detailed financial records must be maintained for review and audit by all parties in the athletic organization.
8.
The fundraising endeavor should be tailored to the particular athletic organization.
While the core structure of the fundraising effort can be similar (or identical) to other athletic programs, each organization should look for unique ways to increase relevant value over and above the standard “fundraising shell.”
Note: To assure uniformity and common acceptance, these guiding principles (as well as the operation’s distinct foundational core values) should be persistently imparted to anyone associated with the athletic organization’s fundraising program.
For more information on this and other fundraising topics, please go to: http://fitpublishing.com/books/fundraising-sport-and-athletics
It is not easy to get sponsors as an individual athlete…