A fundraiser is an extension of your sports program – anything you are selling or sending out to potential donors reflects on what people think about your organization. With this in mind, you want to make sure your fundraiser makes your team look like a professional and winning organization. People like to support a winner anyways. Below are three things you should watch for to ensure your sports program looks good while fundraising.
1. Branding – Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. In relation to your team fundraiser, this means the logos and colors that people identify with your program. Anything that is being put out in front of donors for your fundraiser should fully represent the logos and colors of your team. Furthermore, make sure every part of your fundraiser looks the same. Your direct mail piece should look like your online landing page so people are sure they are in the right place. The picture to the right shows a a fundraiser done by a team that utilized direct mail and a website. Both the website and direct mail piece look similar while the team’s branding is in check. Overall the fundraiser looks professional, reflecting well on the team.
2. Cheap Products: Is your team selling candy, discount cards, magazines, or candles? Most of this is crap people really do not want. They purchase them because they feel guilty and then these products just sit around their house going unused. I personally have some magazine subscriptions that go unread and pile up in the house. Having the players on your team sell products that people do not want reflects badly on your team. Make sure the products you are selling are quality and something people want. Or you can utilize fundraisers that do not involve selling at all.
3. Commercialized Fundraiser: If any part of your fundraiser involves something being given or sent to potential donors, make sure that it is not over-commercialized. Over-commercialized means that the fundraiser is filled with advertisements, special offers or sponsors. I once received a fundraising letter that was filled with different offers from credit card companies and discounts for local businesses. It had so much of this fluff, that I can’t remember who the team was and what they were raising money for. Make sure your fundraiser sticks to what is important – your team, what your fundraising for and how it will make your program more successful.
In short, before starting your fundraiser, make sure that every part of it reflects well on your team. There are too many fundraisers that involve cheap products and poor design that will make your program look bad. Choose wisely.
