Grow Your Own Money by Alex Teasdale

Grow your own MONEY

EHB

Learn how to effectively market your hockey club and Grow Your Own Money through sponsorship and fundraising

www.englandhockey.co.uk/gyo

Grow your own WHAT DOES YOUR CLUB NEED?

EHB

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England Hockey Board (EHB) wants to encourage, support and nurture all hockey clubs in England to recruit, retain and reward their volunteers, staff and players and to take pride in their facilities and surroundings.

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Contents How to write a Development Plan

How to market your club effectively

Grow Your Own Money through sponsorship

Grow Your Own Money through fundraising

Other available resources in the Grow Your Own series

What does a club need to be successful on and off the field? A plan... All clubs will have a development plan of some sort. For some clubs this will be a formalised document, for others it will be committee minutes and actions. Regardless of the set up of your club, small, large, urban or rural, it is recommended that you get your ideas and plans down onto paper. You may have grand plans for the future, or you may be happy maintaining your current status. Either way your club will need an element of development planning, an element of business planning, and some marketing plans. To put this into context, your club may want to grow its junior section by 30 in order to provide more adults for the senior section over time. That’s your development plan! The business element to this would need to look at how much extra pitch time you would need, how many more coaches you would need and any associated costs. Finally, you may want to look at marketing – how are you going to attract those 30 young people? Do you need to secure a grant to get more coaches onto coaching courses? Many aspects of your plans will involve a need for funding. It may be a grant to put your coaches on courses, or help to pay for facility hire. This Grow Your Own resource is a starting point for your club and will enable you to assess what you need to get you to where you want to be.

How do we get started? It is important that clubs identify their aims as all clubs will differ in what they want to achieve. An example might be: Aim: To improve the club’s communication and marketing to partners in order to maximise the available opportunities and achieve the overall sports development plan. Start by identifying and understanding the product or service you are offering. To help you do this, some of the questions you may ask yourself are: ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ

What are the particular benefits and attractions of your organisation? Does it provide friendship and social opportunities? Do you offer coaching and a chance to improve standards? Are you an accredited ClubsFirst club? Do you provide opportunities for all? Do you have attractive facilities? Can you provide high-level competition? Are you conveniently located?

We offer an easy to use template for clubs looking to formulate a development plan. This is a free download from the EHB website at www.englandhockey.co.uk. The process is simple and will help you and your local community by offering them a well run club to become a member of. The plan can be as long or as short as you want it to be, so get started! 4

Top tips from this section... u Get your ideas

v Identify your

w What can you

x Utilise your

No matter how big or small, get your ideas onto paper to start your plan!

Make sure you know exactly what you want your plan to achieve.

Write down all of the things that your club can offer the local community.

Make sure you’re making the most of your facilities and give where you can.

down on paper!

objectives

Have a clear idea of what you are trying to achieve through marketing. Is the goal to increase the numbers playing, or do you want to develop world champions? Your decision will determine the type of marketing plans needed, but remember: buyers buy benefits.

Set clear objectives for your club. For example: ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ

An increase in player, coach and volunteer membership. Improved performance levels throughout the club. Success in high-level competition. Increased participation through new sections or teams. Attracting outside financial support to improve facilities. Increased community involvement and social opportunities.

Once you have identified these areas, they will form the start of your development plan and you can complete the relevant parts of the template you have downloaded.

offer as a club?

assets!

We have got a development plan, what do we need to add to it? Many clubs will have considered that financial injection is necessary to run the club, which is why you would usually charge your annual subs or match fees. For some clubs, this may be sufficient income for the club to function. Other clubs may have larger overheads and careful business planning is required to maximise opportunity and ensure sustainability for the future. It is important that you consider any financial implications within your plan. For example, your pitch may sit empty during the week. Why not offer it out to local schools for free and give a discount on any of those children who become members? You are giving to the community, increasing your membership and collecting revenue as a result of your goodwill. Once you have assessed where you want to go as a club and what it will cost you in terms of money or time, you can begin to look at developing the marketing section of your plan...

Find out how to Grow Your Own Money and effectively market your club! 5

Marketing Marketing is the process of matching a product or service with people who need it. These people are referred to as the ‘market’. Marketing also involves a planned approach to ‘sell’ goods or services. The number and types of leisure opportunities have increased enormously in recent years, and is set to continue to rise in the lead up to 2012 and beyond. Marketing has therefore become more important to ensure clubs and sports survive and develop. Clubs need a marketing plan to recruit and retain members and reward volunteers. An individual, often called the communications officer, should be appointed with the overall responsibility for implementing the marketing plan. Marketing is about influencing people, as well as raising money.

Identify your target groups Target groups comprise of people who share a common identity or interest (eg gender, occupation, age group, educational background, residential location, other leisure interests, ages of their children). Look at your own members and think of the common factors they share. What are their interests, backgrounds or ages? Why do these people participate in your activities? You could use your affiliation data to provide demographic information for sponsors and the media. Be aware of what is important to your target group and tailor your approach to suit their needs. Once you have worked out your target group, prepare a summary of your objectives with a description of your target market which outlines the product or service. Identify the method by which you intend to target this market.

Remember that a marketing plan will require financial support to deliver its objectives – refer to your business plan. Sometimes you won’t be able to complete the business planning until you have explored the marketing opportunities – this will be common so don’t worry if your plan is constantly changing. Its a working document which should be updated regularly. Get to know your members and their parents! Well-resourced clubs may have a member or parent who works in marketing – why not try and use their expertise in this area! Promotion brings your organisation to the attention of the ‘market’. There are many forms, including displays, badges and stickers, club kit with logo, and paying for advertising space in the local paper. Promotion is not just an advertising campaign. It should also create a positive general public awareness of your organisation and its activities. Publicity in newspapers and on radio and television is a form of promotion. Local newspapers and television companies are often eager to accept local news stories. Always test your ideas by trying them out on your friends, family, club colleagues and other members before going public with them. Before starting your promotional campaign, make sure that your organisation can cope with the likely demand. If a large number of people suddenly apply for membership, are you able to deal with this increase? This is why is important you begin with your

Top tips from this section... u Identify your

v Use the data

w Get to know

x Get friendly

Try and establish where you can find people who share a common interest.

Use your affiliation data to provide demographic information for sponsors.

You never know what you might find! Expert help could be on hand...

Good communication with your local media can lead to good coverage.

target groups

you already have

development plan, as it will identify these types of â&#x20AC;&#x153;happy problemsâ&#x20AC;? which will need to be addressed. Club websites are another great way of promoting and publicising your club. You can have up to date news and results on your site

your members

with local media

and also sell advertising space if the site becomes popular. Again, look at your members and their parents to see if there is someone who works in web design and may be able to design and update the site.

case STUDY

East Grinstead HC has built a good relationship with their local media and benefit from large editorial pieces which publicise their ambitions both on and off the pitch. The article below appeared in the East Grinstead Courier & Observer as part of a full-page feature in January 2010 and is a good example of a club using local media to provide a benefit to a sponsor but also prick the conscience of potential sponsors too.

Look out for more case studies within the GYO pages of www.englandhockey.co.uk 7

Grow Your Own Money through sponsorship So, your plans are in place, but how do you generate that extra cash? One of the ways you can do this is through finding sponsorship and this section looks at the ways in which you can go about finding a sponsor for your club. There are a number of different reasons why companies sponsor sport. A lot will depend on the type of company and the nature of the exposure that it is seeking.

Public relations and community involvement

Why do companies sponsor sport?

Endorsement opportunities

Publicity Most companies would like their image to be higher profile. If local publicity is wanted, it can be achieved through a local club or tournament; if the company trades in a wider area, a league or cup competition can gain suitable publicity. A national company is likely to want national impact, so if your event or club is of mainly local interest, seek support from companies that trade or are based locally.

Corporate image Many companies try to project a specific image of themselves, both to the general public and to their own employees will look to invest money in sponsorship. They seek sponsorship that promotes the image they want to project. For instance, a company with a young, dynamic image is likely to sponsor energetic sports like rugby, football or water sports.

Successful businesses like to be regarded as caring members of the local community.

A manufacturer might provide free equipment to a successful club or player, hoping that potential customers will associate good performance with its products.

Client hospitality Sponsored events are popular for entertaining clients, business associates, the media, or any other people the company wishes to impress.

Direct marketing Companies can use sponsored events to promote their products or as a direct sales outlet. Sports goods manufacturers hope that potential customers, seeing the equipment displayed or in use at an event, will then purchase that brand.

Educational sponsorship Companies sponsor school or student events to make a favourable impression on the students (and their parents and teachers), who might then develop a life-long affinity with them. It also provides the opportunity to identify and encourage talented school-leavers to apply for jobs within the company.

Top tips from this section... u Make sensible

v Knowledge is

w What can your

x Over deliver

Identify companies who have some relevance to your club

Make sure you know what you’re talking about. Be friendly but professional.

Identify everything that you can offer a sponsor – the more the better!

A happy sponsor will hopefully lead to more sponsorship in the future!

choices

power!

club offer?

your promises

Patronage

Know your stuff

This is the only form of sponsorship in which the sponsor does not seek any commercial return. Patronage is normally restricted to small amounts of money and to personal, rather than multinational, operations. It simply makes the sponsors feel good. In return, they usually want recognition for their gesture of good will, and to be well looked after. Patronage may also occur as a result of the personal interest of the chairman or managing director of the company in the sport or activity as patronage makes the sponsor feel good.

Be friendly but professional and business like. Know exactly what you are asking for and what it will mean to you and the potential sponsor.

Finding a sponsor Pick a company that has some relevance to your club This might be by what they sell (i.e. sports equipment), who they know (i.e. business or family contacts) or where they are (i.e. located near to the club).

Do your research Find out about them. What do they do? How do they market themselves? Who are the key personnel and managing director or other decision makers?

Use your contacts If you can, approach a company where someone can prepare the ground for you. Nothing beats a personal contact in getting your foot in the door!

Be specific and know what sum you plan to ask for. You may like to have a fall back position or a range of lesser options but one simple request is usually best.

Over-deliver your side of the bargain Getting the sponsorship is not the end of the deal.Your job now is to continue to help the sponsor feel involved, respected and informed of progress. At the very least a monthly update on team progress.

A picture tells a thousand words Take pictures at every opportunity and send them to your sponsor. What better way to show them what they are getting for their money. Encourage them to use them in their company marketing. Make your team a real part of the sponsor’s business. The first thing to remember about getting sponsorship for your club is that: “Sponsorship is an agreement where services, products, discounts or money is offered in return for promotion of the sponsor”. i.e. always have in mind what your sponsor or potential sponsor is getting out of the deal!

What can you offer to your sponsors? Pitch sideline banners

budget) to seal the deal there and then so will probably need some time to mull it over. So leave with a smile and make sure you follow up the appointment later. Once a deal has been confirmed verbally, it’s important that you take the contract in for them to sign.

Their logo on your: Website, Email headers/footers,

Don’t be deterred: If you don’t end up with anything

Logos printed on your: Kit, Equipment, Minibus,

Letter heads

Mention the company name in any: Events, team publicity, match reports, and end of season reports... anything which will give their company some exposure!

Hold an event under the name of the sponsor: Have an end of year award under the name of your sponsor etc. Invite your sponsors to a corporate sports day hosted by your club, or invite them to Club day in September!

Calling on your prospective sponsors For a chance of getting any cash out of your prospective sponsor it is important that the least you do is go and see them in person.

Be organised: Arrange a good time to go and meet with them. Have with you a copy of your contract and what you propose to do for them in return for their investment. Try and make things as professional as possible. Try and bring with you some team kit or a design drawn up with their company name on it so they can see what kind of exposure they might be getting. Often they won’t have enough time (or more likely, will need to have a look at the

from the first company you go to, keep going and eventually something will come up. Try and visit as many companies as you can to increase your chances.

Keep it local: Local businesses with an interest in the community are more likely to sponsor sports teams than larger nationwide companies. It is also often easier to speak to the right people in smaller businesses than big chains who will often refer you to “head office”.

Multiple sponsors: Having more than one sponsor can be a bit tricky but if managed properly can be a great way of getting your hands on more cash. Try to avoid choosing two companies competing in the same sector. If you do intend on getting more that one sponsorship contract, make sure you keep all parties happy and read the small print of the contract to make sure this is allowed.

Sources of sponsorship ÖÖ ÖÖ ÖÖ

ÖÖ

Local Businesses. Social Sponsorship: Bars, Pubs, Nightclubs, Restaurants, Take-always, Hotels Related to your sport: Sports holiday/ travel companies, Specific sports insurance companies, Equipment suppliers, Coaching services, Transport services, your local sports club Other options: Insurance companies, Banks, Private asset management and investment companies.

Grow Your Own Money through fundraising Fundraising is another way in which you can Grow Your Own Money as a club. Fundraising is the art of getting money for specific projects or club activities and this section looks at the different ways you can approach fundraising. There are many ways of raising money, including: ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ

membership subscriptions seeking donations obtaining grants organising fundraising events running lotteries obtaining sponsorship.

The fundraiser must know: ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ

What makes organisations worthy of support. How to tell people about the value of their cause How to identify various people and organisations that might donate to them. How to reach these potential supporters. How to get an immediate and helpful response.

What is meant by raising donations? Example: Your club needs to raise funds for a new clubhouse as part of a facility grant application... Raising donations is one way of trying to involve local people and businesses to support your cause. To be successful at this, you must have a worthy cause that enables people to clearly understand how their donation will help: ÖÖ

the community (eg providing sporting and social facilities for local people)

ÖÖ

the donor (eg recognition that they have contributed to a successful scheme)

Know your potential donors: ÖÖ the captive audience (your club members) ÖÖ those indirectly linked with your club (family and friends) ÖÖ the community (local businesses, local resident groups, schools, local authority, parish or district council) Set a target – know how much you want to raise ÖÖ set levels for donations (eg £100 to place an advert in the club newsletter, £250 to have your name on a special board in the new clubhouse, £500 to sponsor a brick at the front of the clubhouse, £10,000 for the naming rights of the clubhouse) ÖÖ have a team of trained volunteers to help you give everyone a clear role within the team ÖÖ be realistic about your expectations ÖÖ give your campaign a timeframe to ensure it remains focused and high-profile acknowledge your donations in your newsletter or on your website. ÖÖ The runningsports Quick Guide series is available as a free download or to purchase at www.runningsports.org The EHB also offer a comprehensive list of funders. Download this list for free from the EHB website at www.englandhockey.co.uk

Obtaining a grant

Social evenings

Consider the following checklist to improve your chances of obtaining a grant:

A good way to raise money is to organise something people will enjoy. They pay an admission charge for an evening’s entertainment and the profits go to the club. Success depends on having a group of volunteers willing to organise the evening and a good marketing and promotional campaign to make sure lots of people turn up.

ÖÖ

ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ ÖÖ

Have a specific project in mind. The project should be a new activity (eg funding for coaches to attend a training course or starting a new team). Try and speak to the funding officer to get some advice on the type of projects they fund. Complete the application form in draft first with costings against each area of the project. Be realistic on the amount of money you are asking for. Try and show in the application how the project will carry on after the funding has stopped. Identify where you will generate income to continue the project after the initial funding has been used up. Remember to look for all types of grants; small contributions from each could enable you to complete your larger project.

Get down and party! A disco is one of the ways in which you can raise funds as well as providing a social opportunity for the club.

Some examples of these social functions include: Quiz nights – trivial pursuits aimed at large numbers can be popular. Casino evenings – provide a range of casino games (eg roulette, blackjack, dice). Race nights – professional packages can be hired, allowing you to run a video horseracing programme on your own premises. Discos – a disco can be successful, provided you use a facility with the right ambience and that you are not likely to annoy any neighbours. Theme nights – think about a themed music night (valentine’s ball, midsummer barbecue, comedy night or live music night). Celebrity nights – organise a formal dinner followed by a presentation from a sports celebrity. You may have to pay your ‘personality’ a fee and this should be accounted for in the cost of the ticket. Run a bar to enhance the success of the evening and boost the profits. If you do not have a license, or are licensed only for members, apply to the local licensing authority well in advance. NB At gambling evenings open to the public, the ‘punters’ may only win chips, not money. You can give token prizes for the winners.

Top tips from this section... u Set a target

v It’s a lottery!

w Grant a wish

x Sponsorship

Know how much you want to raise. It sometimes helps to run a campaign towards something specific.

There are many different ways of fundraising – pick the ones which are best for your club.

Raising money for something specific? A grant may help. Consult our checklist to improve your chances.

Consider an activity which people can sponsor you for and then brush up on your powers of pursuasion!