FUND-RAISING FOR SPORT


by WILLIAM F. STIER, JR.
2nd edition, August 2000, 271 pages, $25.95 
ISBN 978-0-89641-358-0

 

The goal of this book is to provide the reader with insight into the ways and means by which greater support (financial and otherwise) may be obtained and sustained for the athletic arena, at any level.  However, one does not deal exclusively with the topic of fund-raising without also examining, to some extent, other aspects of sport organization, management, and administration.

The topics Fund-raising, Promotions and Public Relations are examined from the perspectives of the coach, administrator and booster organizations with an emphasis on strategies, planning methods and implementations techniques. This publication will enable the reader to understand fund-raising principles and promotional guidelines.

With a thorough understanding of the fundamentals of fund-raising, the basis of a realistic and significant body of knowledge can be formulated. It will develop competency, technical and decision making skills. Observing these fundamental principles, the reader will make appropriate decisions and judgments in the real world of sport fund-raising.

 

• CHAPTER ONE:  Introduction to Successful Sport Fund-Raising

  Relationship between Fund-Rasising, Promotions, and Public Relations
  Promotional, Public Relations, and fund-Raising Perspectives of Sport
  Ingredients of Successful Athletic Programs
  Importance of Developing Competencies in Fund-Raising
  Keeping Things in Perspective
  Definitions

• CHAPTER TWO:  Organizational and Administrative Ingredients of Sport Promotions

  Essential Administrative Ingredients - POSDCoRRFEB
  Resources, Tools, and Assets Available to Support
  Fund-Raising and Promotional Activities
  Resources Available to the Sport Fund-Raiser
  Essential Qualifications of Athletic Fund-Raisers

• CHAPTER THREE:  Contributors to the Athletic Program

  Athletic Support Groups (ASG)
  History of Booster Clubs within the United States
  Justification for the Existence of Booster Clubs - Athletic Support Groups
  Why Athletic Programs Need Additional 'Financial Support'
  Working with Athletic Booster Clubs and Support Groups in a Wholesome, Productive Atmosphere
  Organizing a Booster Club or Athletic Support Group(AASG)
  Seven Steps in the Establishment of Athletic Support Groups
  Organizational Structure of Athletic Support Groups
  Membership Terms of the Board of Directors and the Corps of Officers
  Financial Considerations of Athletic Support Groups
  Whether to Incorporate or Not
  Benefits to Booster Club Members
  Specific Gifts Accruing to Donors
  Challenges Associated with Booster Clubs or Support Groups
  Controlling Potential Negative "Outside" Influeces
  Handling the "Three O'Clock Booster Wonders"

• CHAPTER FOUR: Staffing - Personnel and Working with Others

  The Athletic Administrator
  Fund-Raisers are Risk Takers
  Adequate, Skilled, and Viable Leadership
  Responsibilities and Obligations of Others
  The "Lone Ranger" Syndrome
  Dependency upon Others - The Team Concept
  Delegation — The Key to Effective Administration and Management
  The use of "In-House" Staff versus Outside Personnel
  The Use of Athletic Staff
  The use of Volunteers or Boosters
  The Use of Professional fund-Raisers — Headhunters
  Advantages of Additional Assistance
  Centers of Influence
  Hints in the Utilization of Volunteers and Helpers
  Communication
  Committees

• CHAPTER FIVE: Publicity and Public Relations—Working with the Media

  Developing Professional Relationships with the Media
  Determination of What is News
  Negative News versus Postitive News
  Do's and Don'ts of Working with News Media
  Things to Do
  Things Not to Do
  Involvement of Media (Radio, Television, Print)
  Essentials of Publicity
  Tools and Mediums of Publicity (Print, Electronics)
  Radio and Television
  Daily and Weekly newspapers
  Wire Services
  Criteria for Production fo Publications — Programs, Brochures and other Printed Pieces
  Printed materials — Guidelines
  Newsletters
  Preparing the Newsletter
  News Releases
  Preparing the news Release
  Minimal Standards for a News Story
  Reasons for Rejection of Releases
  Press Conferences
  What to Do When Holding a News Conference
  What not to Do When Scheduling a News Conference
  Public Service Announcements (PSA) -Obtaining Free Time for your Messages
  Forms of Public Service Opportunities
  Examples of the Use of Tangible "Tools" for Publicity
  Selective Binding Capabilities in Advertising Efforts
  Creation of Stationery — Letterhead and Envelopes

• CHAPTER SIX:  Public Relations and promotional Activities Working with Various Constituencies

Essentials of Public Relations
Objectives and Goals of Promotional Activities
The Foundation of Public Relations
Use of Facilities and Equipment for Promotional Purposes
Use of Specific Image-Enhancing Tactics for Promotional Purposes
Use of Operational and Home Event Activities for Promotional Purposes
Daily Operational Aspects of the Athletic Program
Handbooks — Policies, Procedures, Practices, and Priorities (4Ps)
Maintaining Quality and Professionalism
Concepts for Promotional Activities
Merchandising Novelty and Premium Items

• CHAPTER SEVEN: Promotional Activities and Fund-Raising Techniques
  — The Art and Science of Raising Money

Historical Perspectives
Determination of needs
Realization of Goals and Objectives
Philanthropic Activities
Corporate Giving
Sources of Charitable Contributions
Contributions to Educational Institutions
Types of Donations
Timing of Fund—Raising Efforts
On-Time Events
Repeatable Activities
The Annual Event
Categories of Vehicles for Giving
Endowments Provide for Long-Term Support
Deferred/Planned Giving Programs — Proceeds from Life Insurance
Attempting to Influence Opinions of Others - Use of Centers of Influence
Who Contributes
Facts to be Considered in Soliciting Support
Known Characteristics of Givers
Why People Contribute
Advantages to Advertisers, Contributors, Supporters and Sponsers
Strategic Plannig for the Generation of Monies for Sport Causes

• CHAPTER EIGHT:  Pragmatic Approaches to the Raising of Resources
  

Two Approaches to the Raising of Monies
Feasibility of Raising Funds
Restrictive Philosophies
Clearinghouse for Fund - Raising Activities
Picking Up "Nickels," "Quarters," or "Dollars"
Limiting Who May be Solicited
Soliciting and Getting Potential Donors to Actually Contrigute
Asking for the Money or a Donation
The funnel Concept of Prospecting and selling
Self-promotion

• CHAPTER NINE:  Techniques and Tactics of Fund - Raising
  

Four Models of Fund-Raising
Single person (Face-to-Face) Cultivation and Appeals for Resources
Corporate Sponsorship
Profit Centers

• CHAPTER TEN: Special Fund-Raising Projects, Promotional Tactics, and Ideas
  

Sales
Gambling — Contests of Chance with Prizes
Specific Fund - Raising and Promotional Projects
Fund-Raising Activities in NCAA Division 1 Schools
Fund-Raising Activities in Division 2 Colleges and Universities

• CHAPTER ELEVEN: Putting Ideas and Concepts to Work in the Real World
  — Specific Fund-Raising Techniques
  

Sport Fund-Raising Success Stories
A Success Story Behind the Creation of an Athletic Support Group
Concluding Statements on Athletic Fund-Raising, Promotions, and Public Relations

• APPENDICES
  

  Starting and Athletic Support Group
  Sample By-Laws Guide for Booster Clubs
  Memebership Plan for an Athletic Support Goup
  Athletic Fund - Raising Request Form
  Partial Listing of Corporations, Companies, and Businesses with Matching Gift Programs
  Partial Listing of Fund — Raising Vendors and Suppliers
  Mission Statement for the Intercollegiate Athletic Department of the State University of New York, Bockport
  Related Organizations
  Suggested Articles, Books and Publications

   

About the Author

Dr. William F. Stier, Jr., a distinguished service professor, is the graduate coordinator of Athletic Administration and directs the coaching certification program and the sports management concentration at the State University of New York at Brockport. He received his Ed.D. from the University of South Dakota and began his coaching career in the junior high schools. On the high school level he has coached cross country, baseball, track and field, and basketball and served as athletic director. At the college level, he coached basketball as well as assumed positions of athletic director and chairperson of Health, Physical Education and Recreation in both public and private institutions of higher education. Dr. Stier has authored over 270 scholarly articles and has published sixteen books in sport management, marketing, fundraising and coaching. He presently serves as editor of two scholarly, refereed (blind review) professional journals: The Physical Educator and the International Journal of Sport Management. He is also currently listed in Who's Who in International Education and has received numerous honors and awards.