Top 4 Tournament Fundraising Tips
Written by Jennifer Tinney
Anyone who has ever planned a golf tournament can tell you: there are things you should do, and things you shouldn't. Navigating these, however, can be tricky if you're unfamiliar with the terrain. That's where tournament planners and coordinators can help! Over the years, golfers and sponsors alike have shifted priorities with respect to tournaments, so if you're planning your first golf tournament (or your fiftieth), be sure to chart your course wisely and strategically. These top 4 tournament fundraising tips can send you well on your way to securing more funds for your cause and implementing a solid fundraising event that is sure to grow.
1. Don’t Take Your Sponsors for Granted
A lot of time, energy, effort, and headache goes into developing the right sponsorship packages, targeting the right businesses for sponsorship dollars, and presenting the right kind of sponsorship opportunity that will win you a title or a premier sponsor. But remember, even after you “win” that sponsor, you will benefit greatly by continuing to foster the relationship that will help you keep that sponsor for years.
How do you do this? Firstly, you must follow through with all inclusions in the designated sponsorship package that you sold—such as providing the sponsor plaques, quality branding, and event recognition. Equally important is following up on the sponsor’s experience after the conclusion of the tournament and letting them know where their dollars went. By engaging your top sponsors during the “off time,” you can ensure that they will keep you and your cause at the top of their list.
You can keep in touch with your sponsors with a simple email newsletter that informs them about what your cause is doing. You should also create “sponsors only” experiences that will allow them to connect with your cause in a more personalized way. If you let your sponsors forget you, you risk losing their sponsorship—and the important revenue it provides—the next time you host your tournament.
2. Use Your Connections
In our current social media–saturated society—where instant gratification, short-term planning, and popularity win—remember: there is no such thing as too much promotion. Your committee’s connections and networks are priceless. Educate yourselves on the value of business and social connections and how to use these to promote and raise awareness of your event and your cause.
Grassroots marketing is never outdated, and in fact, maximizing the “who you know” angle can be more profitable nowadays than you ever thought possible. Get to know your coworkers, your bankers, your insurance agents, and anyone else you come into contact with—you never know who may be interested in playing in your tournament.
3. Know What “Nickel and Diming” Means to Your Players
If you ask any tournament chair, regular participant, or so-called tournament expert, you will hear a broad spectrum of opinions on how to handle add-ons for your tournament. From all my years of experience, I will tell you this: It all depends on your players.
For example, one group of players will be perfectly happy spending $50 the day of the tournament for the expected additional per-player package of mulligans, raffle tickets, and yard of string. Yet another group might balk at the cost and cry “greedy” about any extra dime they may be requested to donate on the day of the event.
My advice is simple: Know your players and your audience. If you already know that your players cringe at the thought of spending extra money, make sure your tournament package is as inclusive as possible while still achieving your fundraising goals. If you can get the extra $50 day-of, without complaint, then keep doing what you’re doing. If you’re planning a new tournament, I'd suggest starting in the middle.
Most tournaments offer some sort of raffle and mulligan package for around $20–$30. Extra mulligans are usually $5 each, and raffle tickets can range anywhere from $5–$20 per ticket, depending on the quality of the prizes. Start there, and if you get a good response, increase prices in small increments over the next couple of events.
4. Use Your “Stuff” Wisely
Too often, I see seven-day vacations with airfare being raffled off for $10–$20 a ticket. On the other hand, I’ve also seen too many silent auctions that include oil changes as an item listed among countless other highly valued prizes. My advice? Learn which types of items are better for your fundraising method—be it a raffle, silent auction, or live auction.
Generally, for raffles with ticket sales only available on the day of the event, prize values should top out around $100 more than the cost of the actual raffle ticket. Silent auction items can vary greatly; but be careful, as “stuff” is not valuable. Good presentation and prize bundling is much more advantageous than selling individual prizes, especially during a silent auction. A live auction requires highly desirable items, but each with a range of values. You want live auction participants to feel like they all can afford at least one item on the list. Also, make sure you provide the list of items in the pre-event communication and at the tables on event day—this allows your guests to budget for the items they want to bid on.
Use these four simple tournament fundraising tips to raise more money and develop strong relationships with your tournament sponsors. Tournaments are a tried and true way of securing additional fundraising dollars for many nonprofit organizations, and if you plan and host a golf tournament using these four tips, you'll reap the benefits in the long run.