Post on 12-Mar-2018
Fundraising, Sponsorship and Marketing
Dan Absolon Disability Development Manager, Tennis Foundation – LTA
Scott Over Senior Account Manager, WSM Communications
Overview
1. Motivated task 2. My Club 3. CASC and Charity Status 4. Fundraising 5. Grants 6. Sponsorship 7. Marketing 8. Q&A
Task 1 - Your current situation
MOTIVATED hand-out: Self assessment • M Modify the Game • O Off-Piste factors • T Team & Belonging • I Improvement Pathway • V Variety & Consistency Balance • A Aspiration • T Tournaments & Competition • E Evolution & Direction • D Delivery, Communication & Marketing
My Club • Self assessment – membership,
facilities, coaching, competitions, schools, talent development, community, diversity
• Identifying the need at the club
• Financial assessment – income and expenditure
• Partners, grants and sponsorship
• Sustainability and long term plan
• Roles in the club structure / accountability
CASC and Charity status CASC – Community Amateur Sports Club • http://www.hmrc.gov.uk/casc • HM Revenue & Customs regulation; generally a
‘lighter’ touch • No requirement to show public benefit • Membership open to all members of the public • Sports drawn from Sports Council’s lists
Charity status • Charitable sports clubs should comply with the
Charity Commission guidance on public benefit • Community participation (membership open to all
members of the public) • Sports which promote health by involving physical
or mental skill or exertion
Fundraising
• Fundraising starts with existing members - club subscription and membership
• Increasing membership base – Promote existing activities – Additional activities – Open days – Schools, Colleges and Universities – Community activity – Data capture for future
communication
• Diversify your membership base – Disability opportunities – Youth groups
Fundraising
• Traditional fundraising – Seeking donations – Just
Giving, traditional – Fundraising activities – Raffle, quiz night, summer
BBQ, auction etc.
• Use assets (e.g. venue) to raise income – Other clubs / sports sharing
facilities
Grants – Sport England • Sport England is committed to the creation of a world-leading community
sport system. This includes focusing investment on organisations and projects that address at least one of Sport England’s three strategic outcomes: growing and sustaining participation in grassroots sport and creating opportunities for people to excel at their chosen sport
• Sport England has a number of funding programmes open to a wide range of
organisations. These include sports clubs, voluntary or community organisations, local authorities, schools, colleges and universities – Small Grants uses Lottery funding to make awards of between £300 and
£10,000 to not-for profit organisations to help more people play sport. – Community Sport Activation Fund - £40 million – Inclusive Sport Fund
Grants – National and Regional
National • Cash for Clubs – Deadline for next round of submissions 29th October • UK Sport – TASS • Charity Partnership – Tennis Foundation with Downs Syndrome Association • Match Funding – Portsmouth FC (Respectability Programme) • Mayor's Sports Participation Fund Regional • Local councils, institutions and charities • Case Study: Wandsworth
– Current funding available – facilities, training, competitions, programmes, travel, clubs
– Roehampton University – Wandsworth College Talented Performer Grant – Greenhouse – fund underprivileged children to play sport
Sponsorship • Seeking a sponsor can be a lengthy
process: be resilient • Research potential sponsors and
identify appropriate parties • What's in it for the sponsor?
– Identify the sponsor’s aims and objectives and establish how your club can fit into these
– Consider the rights and benefits that you can offer
– Personalise your proposal to suit the sponsor in question
• Importance of long-term relationships – Sponsorship relationships develop and
become stronger over time
or
Sponsorship • Use existing membership networks, friends, family, local business owners • Identify compatible sponsors by asking the following questions
• What your club can offer the potential sponsor • What benefits they will get from sponsoring your club • How much sponsorship you require from them • Whether they can offer benefits in kind
Sponsorship
• Responsibility of having a sponsor – Rights delivery – Regular progress updates – Promoting core values of the sponsor – Creating a win/win partnership where
both parties benefit – Invite sponsors to events and VIP
treatment – Evaluation and adaptation – Expanding sponsorship opportunities
Marketing
Identify target
audience
Ensure your product is
appropriate
Raise awareness of the product
Build a comms plan
Promotion and PR
Feedback
Develop and expand
Sport England Segmentation
Competitive male urbanites
Fitness class friends
Local ‘Old Boys’ Early retirement couples
Sports team lads
Older working woman
Marketing Ideas: Print
• Booklets, posters, flyers, magazines, mailings, newsletters, calendars
• Branding & merchandising
• Banners & signage
Marketing Ideas: Social
• Social media – Twitter – Facebook – YouTube – Instragram
• Local club networks – Working together
Marketing Ideas: Media
• Plan a PR campaign • Target local newspapers and news
outlets • Celebrity involvement • Be creative
Marketing Ideas: Events
• Annual party and AGM • School fencing • Go-Fence • Clinics, open days, taster
sessions • Demonstrations to
showcase the sport
Further Information • Sport England Small Grants - http://www.sportengland.org/funding/our-different-
funds/small-grants/ • Sport England Community Sport Activation Fund -
http://www.sportengland.org/funding/our-different-funds/community-sport-activation-fund/
• Sport England Inclusive Sport - http://www.sportengland.org/media/186538/inclusive-sport-prospectus.pdf
• Cash 4 Clubs - http://www.cash-4-clubs.com/ • Mayors Sports Legacy Programme -
http://www.london.gov.uk/priorities/sport/sports-legacy-programme • Local Council Sports Funding example -
http://www.wandsworth.gov.uk/info/885/sports-development/195/sports_funding_and_policy