Athletic Fundraising Ideas

Athletic departments, both at the high school and college level, often hold fundraisers to cover the enormous costs associated with their teams. Fundraisers run the gamut from simple projects like T-shirt sales to large events like basketball tournaments. Regardless of the size of the fundraiser, the keys to success are proper planning and execution, as well as maximizing participation from supporters.

  1. The food event

    • Many athletic departments hold a traditional "fish fry" or "hot dog cookout" to raise funds. This type of event is usually open to team members, their families, and fans, but successful events often expand to make it a community event, bringing in the general public. Food events are often partnered with other events like games to encourage attendance.

      Since food is the major expense in this type of event, organizers should either secure donations of catering from one or more local restaurants or ensure attendance is high enough to cover costs. Soft drink bottlers often seek promotional opportunities at athletic events, and may be willing to provide drinks and/or sponsorship for the event.

    Fan items

    • A popular fundraiser for high schools is the selling of assorted fan-oriented items. Products like T-shirts and jerseys have wide appeal and good profit margins. Alumni and youth in particular are buying up team jerseys, especially teams they have attachments to. Simple products like stadium cups, stadium cushions, windbreakers, pennants, and foam sports balls can all be imprinted and sold year-round.

    Sports memorabilia auction

    • A sports memorabilia auction can be a highly profitable event for an athletic department. A successful auction depends on two factors: a high-quality selection of memorabilia offered for bid, and attracting a number of high-end collectors who will create a demand for the items offered.

      Acquiring memorabilia can come from several sources. Most professional sports teams will donate items to charitable events in their area if a request is made in writing on the group's letterhead. In some cases, companies like Steiner Memorabilia will provide items for charitable events to be auctioned, and the event organizer only pays for items that are sold (the rest can be sent back).

      To attract serious sports memorabilia collectors, event organizers should enlist the help of local TV and radio sports personalities (they will often mention charity events for free) and advertise with local memorabilia stores (usually with the use of fliers or posters).

    Off-season scrimmages and alumni games

    • Off-season scrimmages are popular because they appeal to fans hungry for a particular sport and they introduce new, younger players that fans will watch during the following season. Spring football games, as well as early fall basketball and hockey games are popular events. Ticket sales, concessions, and the sale of "fan items" (listed above) create the revenue stream. Alumni games are equally popular, as they bring in the alumni base to the event, which keeps them active as loyal fans. Organizers should be aware of the need for insurance for alumni players.

    Tournaments

    • Tournaments, especially for high school basketball, are popular and can be highly lucrative. Fan attendance is usually very strong, and some teams travel hundreds of miles and pay high entry fees to play in the best tournaments against good teams.

      Because tournaments can be complicated to plan and administer, it is best to have someone with tournament organizing experience either in charge or in a strong supporting role. For basketball tournaments, court time for practice and warm-up, locker room assignments, and other amenities must all be settled in advance to keep things running smoothly. Word of a poorly run tournament spreads quickly, so having good people in place organizing the tournament is essential.

    Sport camps

    • Camps have become more popular in recent years, as participation in sports at all levels becomes more competitive. If possible, having an alumni or another athlete appear who has a reputation of accomplishment in college or the pros can bring added value to your camp, resulting in more participation and higher fees. There are basically two markets for camps: young kids looking for summer activities and who need instruction on the basics of the game; and high school and young college players looking to fine-tune their skills. It is important for camp organizers to tailor the instruction to best serve these groups.

    Golf tournaments

    • Golf tournaments can bring in significant funds, but first-time organizers should be aware of the large amount of preparation and manpower needed on the day of the event. A golf pro at the course being used for the event can be a helpful resource, but it is a good idea to form a committee of golf tournament organizing "vets" as well as golf players to properly plan and organize a successful tournament.

    Expanding the fan base

    • No matter what sort of event or fundraiser is being held, one of the keys to success is gaining as much participation as possible. Too often, athletic departments, especially at high schools, rely solely on the "circle" created by players, parents, students and immediate fans. Expanding your fundraiser's reach outside this circle is crucial, as the "circle" tends to be tapped for money often.

      Alumni are an obvious group to bring into your fundraiser's "fold." They not only have a keen interest in the teams, but they also tend to have more disposable income. Events that can be open to the public should utilize publicity to attract outside attendance. In addition, any event organizer should keep an extensive list of media sources, including print, radio and television, in order to help with promotion or sponsorship.