3 Keys to Unlocking the Success of Your Charity Golf Events

1) Set Up an Accountable Committee

The force behind a great event is a solid committee that can spearhead the surge. This is key: volunteers have full-time jobs and are stretched thin already. Delegating small, specific tasks to several committee members makes organizing a large event achievable, and it provides the group with one single process and purpose. Consider forming the following key subcommittees as you plan your tournament:

1. Logistics: Takes charge of securing the venue and executing the contract; provides a single point of contact for the golf course staff; helps with planning deliveries, contest set-up, cart assignments, and player pairings.
2. Sponsorship Sales: Most often, you will rely on sponsors to underwrite your event, and dividing the task of securing sponsors among several individuals is more effective than saddling all the sales on one person. Giving each Committee Member four holes of sponsorship and the responsibility of one larger sponsor allows your members to go deeper into their personal network without overwhelming them.
3. Player Gifts and Swag: The goody bag has run its course over time, and the effort that goes into collecting items (most of which the players don’t even want) is too time-consuming and produces very little net benefit. Providing each player with one nice tee gift will go a long way, and players are more likely to return next year. Think about a great umbrella, new shoes, a nice shirt, microfiber towels, or a new cooler with iPod hook-ups and speakers.
4. Team sales: Assigning a set number of team sales responsibilities to each Committee Member makes the task of selling more manageable. 

2) Choosing a Venue

Remember, this isn't your personal US Open, so this is not the time to choose a golf course simply because it's elite and on your "to play" list. Your overall goal for your charity golf event is to raise money. Choose a quality golf course that meets the overall objective. While I'm sure there are high-end events every month in your city, most have been going on for years and offer high-end exposure to a specific clientele base. You don't need to be the fanciest to do well. The average tournament will have an entry fee of $125–$200, which leaves you with many choices. Consider a few key points when selecting a course.

1. Course difficulty: We all know scramble tournaments can take a little longer than a Saturday morning foursome, so remember that a highly difficult course layout can affect your pace of play.
2. Availability of course event specialists: An experienced tournament staff will make your day run smoothly from registration to post-tournament dinner, so having an on-site, experienced team is worth it.
3. Shoulder season: Think about maximizing your dollar by asking the course about its "shoulder season" to avoid higher fees. You want to try to be the event on your players' schedule, not “one of the events that month.” This helps increase your overall participation.

3) Marketing and PR

The most overlooked aspect of promoting a charity golf event is marketing. Remember these three tips when marketing your event:

1. Flyers and email announcements: These are the norm. Don’t neglect them, but see the following for some more ambitious (and profitable, in the end) considerations.
2. Spend money to make money: Don’t be shortsighted by buying into the notion that you have to keep costs down to “save money for your charity.” A little investment on the front-end can reap great rewards (and revenue!) in return.
3. Premium media is not just for the big guys: Spending funds on radio, internet, or local television advertising gives your cause a voice, reaches others who may want to support your event, and allows you to offer name recognition to your sponsors. Find deals for discounted spots and benefit from marketing mass exposure.

These are just a few basics to get you started, and any of the tournament sales professionals at American Golf can help guide you along. Stay tuned for more tips and information!

Edited by Allison Doyle, American Golf