Internal Club FundraisingClub Officer Development Programme 2016

Maura McMenamin

• Why?• Who?• What?• Where?• How?

What does a successful year of fundraising look

like in your Club?

Club Fundraising• Who is responsible for fundraising in your Club?• Fundraising Sub-committee?• Examine and explore fundraising options• PLAN the club’s fundraising• Use previous accounts to ascertain what must be raised and/or

saved• Determine what is best suited to the Club• Recommend fundraising projects

• Organise and oversee their implementation• Work closely with the Executive Committee - Treasurer

Club Development

Plan

Understanding your Club’s Finances

Working with the Club Treasurer • Use previous three years accounts to inform budget-setting• Identify fund-raising targets• Identify fund-raising potential• Different types of fundraising• What do we need money for?• Who will benefit?...value for money?• Positive and negative aspects of the project / event• Promote the project / event (working with Club PRO) WHY

Annual Financial

Plan

• Be mindful of your Balance sheet• Assets• Liabilities

• Should take stock of:• Projected Income• Projected Expenditure• Borrowings• Savings• Grants

• Portrayed on a monthly / quarterly basis

Annual Financial Plan

• Be mindful of your Balance sheet• Assets INCREASE• Liabilities DECREASE

• Should take stock of:• Projected Income INCREASE• Projected Expenditure DECREASE / INCREASE• Borrowings DECREASE / INCREASE• Savings INCREASE / DECREASE• Grants

• Portrayed on a monthly / quarterly basis

Annual Financial Plan

A few questions…

What are the most common Club Expenses?

Give an approximation of how much these cost your Club

How much does it take to run your club annually?

Fundraising for what? – Types of Spend

Day-to-day expenses – revenue spend Specific Projects – capital spend

Utilities Pitch

Physio / Medical Floodlights

Transport Changing Rooms

Kit / Equipment Club-house

Fees Hurling Wall

Core services Specific service spend (investment)

Fundraising Matrix

Direct fundraising

Club Fundraising

Events fundraising

Product fundraising

Grants

bbbbbbbbbbbDirect Fundraising Events Fundraising

Usually time-bound e.g weekly, monthly One-off events

Venue, date, theme not very important Venue, date, theme very important

Usually members are the largest contributors More appealing to non-members in comparison to direct fundraising

Small overheads Large overheads

Regular income One-off income

Promotion tends to be more informative rather than striking

Promotion tends to be more striking rather than informative

Voluntary effort tends to be long-term, low intensity

Voluntary effort tends to be short-term, high intensity

Doesn’t necessarily promote any “feel-good factor”

If successful generates widespread “feel-good factor”

Good for contributing to day-to-day expenses Good for contributing to ear-marked projects

Can run through-out the year Should not run too often

Can run a few at one time Not recommended to run more than one at a time

Gives confidence to bankers / funders – loan repayment

Not as important in the eyes of bankers / funders

• In groups, take a consensus of the group of what were the top 2 most lucrative types of…

• DIRECT FUNDRAISING• EVENTS FUNDRAISING

…in the last three years in your clubs

TASK – 10 minutes

Fundraising ExamplesDirect Fundraising Events Fundraising

Membership Night at the Races

Lotto Golf Classics

Draws / Raffles Gala Dinners

Bingo Strictly Come Dancing

“Friends Of…” schemes Boxing NightsSponsorship Jail Breaks

Monthly pub-quizzes The Cube

Jackpot Joker Festivals

Youth Discos “Up for the Match” Nights

Big Breakfast / BBQs / Coffee mornings

Sponsored Walks / Runs / Cycles

That said, surely the GAA clubs should have heaps

of money…?

Fundraising - Considerations• How much do we need?• When do we need it?

• Who / Where will the money come from?• Are the funders getting value for money?• Do the funders know what their money is going towards?

• Have the funders gave money before? How often?• Can the same funders keep giving money? FUNDER MOTIVATION• Is what we’re doing sustainable?

• volunteer effort• what is our key focus?

• Fundraising by “Others”… Local School / Youth Club / Charity

Fundraising Potential

• Direct Fundraising: e.g weekly lotto• costing £1/week; takes in £200 per week = £10,400pa (minus

prize-money)• Increase number of numbers to choose from• Increase number of numbers to be selected• Fewer winners• Prize money increases = income increases• Be sure to have the prize money in the bank

Get your players involved!

Fundraising Potential

• Events Fundraising: e.g. Fight Night• Admission tickets costing £15/head; 400 attendees = £6,000• Sponsorship:

• Boxers £200 X 20 boxers = £4000• Bout sponsors £100 X 10 bouts = £1000• Main sponsor = £500• Programme sponsors = £1000

- Programme & CD sales = £500- Bar sales = £10,000

• Total Income = £23,000

…Fundraising Potential

• Event Fundraising: e.g. Fight Night• Venue hire = £1,000• Boxing Club Expenses = £500• Printing (Programmes, Tickets) = £800• Bar Supplies = £4,000• Technical Support = £1,000• Vests = £300

• Total Expenditure = £7,600• Total Profit = £15,400

Look familiar?

Events

• Ascertain how many are needed in one year• Are they for day-to-day finance or special projects RING-FENCED• Don’t over-egg it• Get the “key” event(s) right

• Type• Date• Venue• Cost

• Set a budget aside for associated costs• People = volunteers and funders

The Fundraising Mix

• Direct, Events and Product Fundraising can take place side-by-side, and should compliment each other

• It is very important to PLAN your fundraising taking a 2-5 year approach

• Put them in a calendar! • Your Club Development Plan should influence your

fundraising plans• Grants may be forthcoming as a result of the above

• Case-study Club• 80 years old• Playing 4 codes, with 25 teams from U8-Senior• 300+ Active members• 2 fill-sized pitches (1 floodlit), clubhouse with social

club, kitchen, gym and hall• Active in Scór and Scór na nÓg• FUNDING all these activities is a challenge

Club Example - Background

• Fundraising Sub-committee established with responsibility for overseeing all club fundraising through their Annual Financial Plan

• Comprised of: Chairperson/Vice-chair, Treasurer, and 4 other members

• Previous accounts determine that it takes £70,000 to run the Club per annum

Club Example – Fundraising Target

• Membership & weekly subscriptions = £30,000• Small events, 3 per year = £1000 - £2000• Friends Of Scheme (£18,000 + £4500 Gift Aid) = £22,500• One-off large scale event = £15,000 - £20,000

• Total Yearly Fundraising = £70,500 - £78,500

Club Example – Yearly Activities

Structured Giving - Tax Exemption Eligibility

Is club membership open to all? Are club’s facilities available to all? Does Club’s constitution prevent profits being

distributed to members? Does club provide facilities and encourage participation

in eligible sports? Does Club’s constitution state that on dissolution of

club assets are to be applied to sporting or charitable purposes?

Structured Giving

Basic Principle:“Ask people who have the welfare of the GAA in your Club area at heart to commit to paying a set

amount to the Club”.

• The commitment can be open-ended or for a set period of time

• Payment eg £20 / €20 per month

Structured Giving

• Member of the scheme receives only one benefit....the knowledge that they are contributing something to their GAA Club!

• Some schemes may include:• a special edition bit of Club merchandise (coat/polo-shirt)***• an invite to a social event • a quarterly newsletter sent out to members

• Club must be tax registered• Project must be tax registered

Sponsorship

What your

Clubneeds

What a Potential Sponsor needs

Sponsorship

Club Sponsor

What can we offer the business?

What does the business gain from us?

TASK: 10 minutes. Discuss the questions below?

Club Sponsor

What can we offer the business?

What does the business gain from us?

Sponsorship

Club Sponsor

What can we offer the business?

What does the business gain from us?

• Access to members• Partnership with a reputable

organisation• More visibility• A standing in the

Community• Press coverage

• New costumers• Visibility• CSR – Corporate Social

Responsibility

• Know what you are asking for before making an approach• It starts with a conversation – be flexible, take time to

consider• Agree terms and conditions

• MOU• Start and end date

• Keep the conversation alive• Always remember your sponsors in everything the Club is

involved in

Sponsorship

• Promotion of Events – social media• Online payment platforms

• e.g. Klubfunder www.klubfunder.com/Clubs

• Event tickets• Lotto• Friends Of payments• Bingo etc

• Membership • e.g Smart Club Solutions www.smartclubsolutions.com/

• EPoS payments • Need a payment provider

Utilising Technology

Fundraising Tips

• Be Innovative• What’s on TV?• Involve as many people as possible• Your PRO is a major player in fundraising

• what does your club offer• who benefits from your Club• who contributes to your club

• Put yourself in your funders shoes• Value for money?

Case-Study: Ruairi Og Cushendall, Biggest Loser

• 130 participants (8 teams)• £45/participants • 8-week programme (funded)

• Zumba• Walking/running/cycling groups• Kick-boxing• Yoga

• Week 1 – 48 stone lost• Many new faces about the Club• Flyer about Club given out

Case-Study: Ruairi Og Cushendall, Biggest Loser

• How much do we need? £5850 raised• Who / Where will the money come from?• Are the funders getting value for money? Yes• Do the funders know what their money is going towards? More and

more• Have the funders gave money before? How often?• Can the same funders keep giving money?

FUNDER MOTIVATION• Is what we’re doing sustainable?

Phase II later in the year?

Where Funding is going in the Future

• Health and Wellbeing (North and South)• Funding Bodies

• INTERREG V (Cross Border Fund)• HSE• HSC• Health Promotion Agencies

• Target Areas• Obesity• Mental Health• Alcohol/Drug Misuse / Abuse

• Community Relations (North & South)• Social Deprivation (North & South)

Under-represented Groups

• Females• Children• Older people • People with disabilities• Socially disadvantaged (areas and individuals)• Newly arrived nationalities• Unemployed

A State of readiness is Key

• Club Constitution• Land ownership / lease

Land Registry Documents Deeds of Trust Lease Agreement

• Project Plan• Money in the Bank (Procedures for borrowing)• Planning Permission

• Club Development Plan• Community Consultation• Club Maith accreditation

Demonstrate NEED!!

Finally

• Try to take a step-back and have a look• Fire-fighting happens but rarely does it produce the best results• Look at previous fundraising• Is it time to re-introduce some fundraising popular in the past?• Involve the whole Committee but set-up a Fundraising sub-

committee if appropriate• Work with your PRO• Plan, plan, plan – Annual Financial Plan

Questions?

Go raibh maith agaibhwww.ulster.gaa.ie/club-

maith