Fundraising and Promotion for Sport and Recreation Programs 3e

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FUNDRAISING AND PROMOTION FOR SPORT AND RECREATION PROGRAMS by WILLIAM F. STIER, JR. 3rd edition, 2011, 344 pages, $34.95 ISBN 978-0-89641-491-4 Introduction — The Goal of this Book The 3rd edition of this book has been written specifically for those who desire to gain a greater insight into the strategies and tactics used in the world of sport and recreation fundraising. The material in this book encompasses three distinct yet related areas (fundraising, promotions and public relations) that almost all administrators and coaches will find themselves involved, to some extent, in almost any sport situation. The information included within this third edition is based on the practical experience of the author who has had over 35 years of successful experience serving in a variety of managerial and administrative roles, including secondary and college/university athletics director, municipal recreation manager, fitness club manager/director and country club owner/manager. Special Features of the Book There are a number of unique features presented in this book. The first is the presence of 225 Principles strategically placed throughout all 12 chapters so as to enhance and reinforce the basic tenets of fundraising, promotions and public relations as applied to the world of sports. These principles are presented throughout this book so that they may serve as guidelines for possible action and relate to, and are applicable to, almost any sport or recreation situation, in any community, in which one might find oneself. The principles are based upon both sound administrative and management theory as well as upon successful practical experience in the real world of sport developed and refined over a period of years. A second unique feature included in this book is the presence of Chapter Highlights that are provided at the beginning of each chapter. These Highlights summarize the essential information found within each chapter. A third unique feature that centers on the Discussion Questions found at the conclusion of each chapter. These questions provide an opportunity for the reader to review one’s knowledge and understanding of the material presented in the chapter. The final unique feature is found in chapter 12 and centers around the presentation of a Fundraising-Planning Template, an important tool in the planning and implementation of any fundraising/promotional project. It is the author’s hope that readers of this book will (1) develop a sound understanding of the components of the fundraising, promotion, and public relations associated with sport and recreation programs, (2) be able to adapt or borrow ideas and tactics outlined in this book and elsewhere; and, (3) be capable of planning, implementing, and assessing any number of fundraising and promotional projects resulting in increased financial resources as well as genuine enthusiasm and support. CONTENTS Chapter 1 Understanding Successful Fundraising, Promotions and Public Relations In the 21st Century Chapter Highlights Introduction Definition of Terms Fundraising Activities Promotional Activities Public Relations Publicity Constituencies Publics Relationships between Fundraising, Promotions and Public Relations Promotional, Public Relations and Fundraising Perspectives of Sport Ingredients of Successful Sport and Recreation Programs Developing Competencies in Fundraising, Promotions and Public Relations Graduate Degrees in Fundraising and Philanthropy Keeping Things in the Proper Perspective References Discussion Questions Chapter 2 Fundamental Elements and Resources of Fundraising and Promotion Chapter Highlights Fundamental Processes or Components of Management within Any Organization Essential Administrative Processes—PPPOSDDCoRRRFEB Planning Prioritizing Problem Solving Organizing Staffing Directing Decision Making Coordinating Reporting Recording Risk Taking Facilitating—Supporting Evaluating Budgeting Resources, Tools, and Assets Available to Support Fundraising and Promotional Activities Available Assets and Resources Available Time (to work) Personnel (internal/external and paid/volunteer) Equipment and Supplies Facilities Web Presence and the Internet Software Applications Reputation Image Status—Level of Competition Money Atmosphere, Climate, and Environment Services Associates Other Assets and Resources Essential Characteristics and Qualifications of Fundraisers, Promoters, and Public Relations Professionals Basic Skills Technical Skills Interpersonal Skills Conceptual Skills Commitment and Dedication Skiills Image Skills Leadership Skills Adaptability Skills Vision Skills Professionalism Skills Being a Renaissance Person References Discussion Questions Chapter 3 Booster Clubs and Sport Support Groups Chapter Highlights History of American Sport Booster Clubs Justification for the Existence of Support Organizations—Sport Support Groups Why Sport and Recreation Programs Need Additional Financial Support Support Groups for Sport and Recreation Organizations A Single Support Organization or Multiple Support Organizations? Challenges to be Faced when Instituting Changes Creating a Wholesome, Productive Atmosphere within Sport Support Groups (SSGs) Creating and Organizing a Support Group (SSG) or Recreation Support Group (RSG) A Single Support Group or Multiple Groups—An Important Consideration Seven Steps in the Establishment of a Quality Support Group Membership Terms of the Board of Directors and the Corps of Officers Financial Considerations of Support Groups Whether to Incorporate or Not—That is the $64,000 Question Benefits to the Members of the Sport Support Group Specific Gifts Accruing to Donors Contributing to the Sport or Recreation Program Controlling Potential Negative “Outside” Influences Handling the “Three O’clock Booster Wonders” References Discussion Questions Chapter 4 The Importance of Planning in Fundraising Activities Chapter Highlights The Importance of Planning Appropriate Strategic Planning Essentials of Planning The Plan—What It Is and What It Is Not PIA—Planning in Advance Initial Steps Before One Starts—Important Early Decisions to Make Planning by Means of the Program Evaluation Review Technique The Ten Commandments of Fundraising NASPE’s Position Paper—“Implementing Fundraising Project in Public Schools when State Funding is Cut or Nonexistent” Attempting to Influence Opinions of Others—Use of Centers of Influence Determination of Needs Realization of Goals and Objectives Liability Considerations—Fundraising and Promotional Activities Risk Management for Preventing Exposure to Negligence Charges Insurance Considerations—Fundraising and Promotional Activities Applicable Federal and State Tax Laws—Fundraising and Promotional Activities Permits, Licenses and Permission Restrictions on Selling and Distributing Licensing Transient Retail Merchants Exemptions from Licenses and Permits Alcoholic Beverages and Fundraising Projects Results Orientation Collecting and Storing Data for Decision Making Hard Data Collection Soft Data Collection References Discussion Questions Chapter 5 The Who, What and Why of Fundraising Chapter Highlights Philanthropic Activities Problems with Would-Be Charitable Requests Determining the Percentage of Money Raised to Actually Go to the Worthy Cause Corporate Giving Sources of Charitable Contributions Contributions to Educational Institutions Using Grants as a Funding Source Types of Donations Timing of Fundraising Efforts One-Time Events Repeatable Activities The Annual Event Categories or Vehicles of Giving Endowments Provide for Long-Term Support Deferred/Planned Giving Programs Deferred/Planned Giving Programs—Proceeds from Life Insurance Who Contributes Facts to be Considered in Soliciting Support Known Characteristics of Givers (Briggs, 19834; Cole 2000) Why People Contribute Advantages to Advertisers, Contributors, Supporters and Sponsors “Guilt and Glitter” Syndrome Team Concept for Direct Contributions—One Type of Implementation Successful Record Keeping Criteria for a Successful Sport Fundraising Activity or Promotional Project Conducting an Audit of Public Relations, Promotional, and Fundraising Activities Steps in Assessing Promotional and Fundraising Activities Why Fundraising and promotional Efforts Fail References Discussion Questions Chapter 6 Strategies and Tactics of Raising Money Chapter Highlights Developing a Conceptual Approach Two Approaches to the Raising of Monies Donating versus Buying “Something” The Feasibility of Raising Funds Sources for Generating Need Resources Securing Permission to Engage in Fundraising Activities Restrictive Philosophies State Laws and Department of Education Rules Restricting Fundraising at Schools Clearinghouse for Fundraising Activities Picking up “Nickels,” “Quarters,” or “Dollars” Limitations as to Who May Be Solicited Concentrate on the Projects that will Produce the Most Benefits Soliciting and Getting Potential Donors to Actually Contribute—Getting the Job Done Types of Consumers The Major Motivating Factor (Hot Button) of Prospects The Quiet Phase of Major Fundraising Asking for the Money or a Donation Self Promotion in a Professional Manner Conveying the Perception of Individual Competency Perceptions Do Count—Whether Accurate or Not Managing by Being Seen—MBBS (Stier, 1999) References Discussion Questions Chapter 7 Single Person Cultivations Chapter Highlights Four Models of Fundraising Single Person (Face-to-Face) Cultivation and Appeals for Resources Person-to-Person Solicitation or Single Person Cultivation Alumni Outreach Efforts—Endowment Outreach Efforts Cultivating Prospective Major Donors—Big Ticket Donors Utilizing the “Solicitation Kit” as Part of the Sales Approach Door-to-Door Solicitation and/or Selling Using Youngsters as Salespersons Sales Tax and Selling Merchandise for Non-Profit Organizations Direct Mail Appeals Acceptable Return Rates for Direct Mail Creating a Mailing List Using Computer Software to Managing a Mailing List The Sales Piece Direct Mail via the Piggyback Strategy Telephone solicitation References Discussion Questions Chapter 8 Profit Centers for Fundraising Chapter Highlights Profit Centers Types of Profit Centers Success Breeds Success Ticket Sales Establishing a Plan of Attack in the Structuring of the Ticket Operation Decisions Relating to the Method(s) of Selling Tickets and the Pricing of Tickets Establishment of Special or Group Rates (Discounted) The Use of Free Tickets Promotional Activities Associated with the Advertising and Marketing of Tickets Concessions Operational aspects of Running Concessions—Points to Consider Picking Concession Food and Drink Items—Points to Consider Determining Pricing Schedule and Cost of Sales—Points to Consider Promoting the Concession Area—Points to Consider Gross Profit Potential for Various Food Items—Points to Consider Program Sales and Other Printed Pieces Merchandise, Product Sales Selecting Merchandise Use of Team Mascots, Logos, and Colors Pricing of the Merchandise Marketing, Promotional and Advertising Strategies for the Sale of Merchandise Car Wrapping and Moving Billboards Parking User Fees for Facilities and Services Vending Machines Technology and Vending Machines Premium Preferred Seating and Luxury Boxes Parking Condos References Discussion Questions Chapter 9 The Essence of Corporate Sponsorship and Business Partnership Chapter Highlights The Relationship between High Expenses and the Need for Corporate Sponsorships The Beginning of Sport Sponsorship The “Corporate Olympics” How Corporate Sponsorships Work Types of Sport Sponsorship Agreements Corporate Sponsorship Agreements and the Idea of Exclusivity Non-exclusive Sponsorships Semi-exclusive Sponsorships Exclusive or Sole Sponsorships Outright Ownership of the Event or Program Corporate Sponsorships and Recreation Programs Effectiveness of Sponsorship Agreements with Recreation Programs High Schools and Corporate Sponsorships/Partnerships Television and the High School Sports Market High School Corporate Sponsorships and the Soft Drink Industry Advertisers vs. Sponsors Advantages Accruing to Sponsors of the Buffalo Bills Food and Beverage Companies as Potential Sponsors Selling a Sport or Recreation “Product” of “Service” The Challenge of the Naming Game Name Changing of Facilities Selling the Naming Rights to Parts of a Facility Determining the Value of the Naming Rights to the Donor Pricing Structure of Benefits Associated with Corporate Sponsorships/Business Partnerships References Discussion Questions Chapter 10 Creating Corporate Sponsorships and Partnersips Chapter Highlights Why Corporations Desire to Become Sponsors Official NCAA Corporate Sponsors How Sport Entities Could Improve Their Relationships with Sponsors Corporate Sponsorships with the Media Evaluating and Selecting an Appropriate Sponsoring Organization Doing One’s Homework Finding a Suitable Sponsor—Soliciting Organizations, Businesses or Industries Approaching the Key Decision Maker (Power Person) Working with Franchises and Franchisers Questions to Consider when Approaching Potential Sponsors Controversial Sponsorships and Sponsorship Agreements Potential Problems with Sport Sponsorship (and Granting of Name Rights) The Sponsorship Proposal Packaging the Sponsorship Proposal Components of an Effective Sponsorship Presentation Information/Data to be Provided in the Potential Sponsor Information Needed by Sponsors Quantitative and Qualitative Information for the Sponsor Meeting the Potential Sponsor’s Needs Failing to Satisfy the Corporate Sponsor What Corporate Sponsors Look For in a Partnership with Sport/Recreation Entities Financial Considerations of Sponsorships Benefits Provided to Sponsors Giving Away the Store—A Major Mistake in Fundraising Tradeouts Gifts-in-Kind The Financial Picture Associated with the Naming of Buildings Sponsorship Deals with Colleges and Universities Securing Sponsorships for “Olympic” (Non-Majors) Sports Sponsorship—Philanthropy or Business Investment Viewing Sponsorship as an Investment—Not Merely Philanthropy Slippage among Sponsors Objectively Measuring the Effectiveness of the Sponsorship Experience Renewing Sponsorship Agreements References Discussion and Review Questions Chapter 11 Fundraising Strategies and Promotional Tactics Chapter Highlights Implementing Special Promotional and Fundraising Activities Coaching (Piggybacking) Fundraising Activities with Other Events Combining Two or More Fundraising Activities Together Taking Holiday Seasons into Account when Planning Categories or Promotional and Fundraising Activities Sales Gambling—Contests (Games) or Chance with Prizes Restrictions on Gambling Activities in the State of New York Overcoming Major Obstacles and Objections to Gambling 50/50 Drawing Raffle Reverse Raffle Pseudo Give-Away Lottery/Sweepstake and Sport Pools Casino Nights Bingo A Sampling of Special Fundraising and Promotional Projects Pre-Game, Half-Time and Game Day Activities Banquets and Luncheon Activities Food and Beverage Related Fundraising and Promotional Activities References Discussion Questions Chapter 12 Organizing Specific Fundraising Projects—Use of a Template Chapter Highlights Using he Fundraising-Planning Templete in Planning a Fundraising Project Two Purposes of the Fundraising-Planning Template Creating a Template Conceptualizing in Detail the Complete Fundraising Projects Examining Potential Fundraising Projects in Light of One’s Own Situation There is more than One Way to Do Anything Questions to Ask Yourself in Assessing and Planning a Potential Fundraiser References Discussion Questions Appendix A—Sample By-Laws Guide for Booster Clubs Appendix B—Membership Plan for an Athletic Support Group Appendix C—Athletic Fundraising Request Form Appendix D—Individual Sport Mascots for a Single Athletic Program

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