Fundraising, Sponsorship and Marketing

Transcription

1 Fundraising, Sponsorship and Marketing Scott Over Senior Account Manager, WSM Communications Dan Absolon Disability Development Manager, Tennis Foundation LTA

2 Overview 1. Motivated task 2. My Club 3. CASC and Charity Status 4. Fundraising 5. Grants 6. Sponsorship 7. Marketing 8. Q&A

3 Task 1 - Your current situation MOTIVATED hand-out: Self assessment M O T I V A T E D Modify the Game Off-Piste factors Team & Belonging Improvement Pathway Variety & Consistency Balance Aspiration Tournaments & Competition Evolution & Direction Delivery, Communication & Marketing

4 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

5 Fundraising and Grants

6 CASC and Charity status CASC Community Amateur Sports Club 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

7 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

8 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

9 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

10 Grants National and Regional National Cash for Clubs Deadline for next round of submissions 29 th 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

11 Sponsorship

12 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

13 Sponsorship

14 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

15 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

16 Marketing

17 Marketing Identify target audience Develop and expand Ensure your product is appropriate Feedback Raise awareness of the product Promotion and PR Build a comms plan

18 Sport England Segmentation Sports team lads Competitive male urbanites Fitness class friends Early retirement couples Local Old Boys Older working woman

19 Marketing Ideas: Digital Websites E-shots Online resources Photography

20 Marketing Ideas: Print Booklets, posters, flyers, magazines, mailings, newsletters, calendars Branding & merchandising Banners & signage

21 Marketing Ideas: Social Social media Twitter Facebook YouTube Instragram Local club networks Working together

22 Marketing Ideas: Media Plan a PR campaign Target local newspapers and news outlets Celebrity involvement Be creative

23 Marketing Ideas: Events Annual party and AGM School fencing Go-Fence Clinics, open days, taster sessions Demonstrations to showcase the sport

24 Marketing Task 2 MOTIVATED Club Programmes: Targets Marketing checklist

25 Questions

26 Further Information Sport England Small Grants - Sport England Community Sport Activation Fund - Sport England Inclusive Sport - Cash 4 Clubs - Mayors Sports Legacy Programme - Local Council Sports Funding example -