It's a Thursday afternoon in sunny Florida, yet my mind isn't on getting a tan. I'm coordinating a reception for 40 former football players, you see, followed by a golf outing, a charity dinner and a flag football game -- all in one weekend.
Between worrying about Roger Staubach, 'Too Tall' Jones and Harry Carson's plane reservations; making sure 64,000 square feet of sod arrives to create a natural grass field at the Florida Suncoast Dome; and locating the television production crew handling the game for ESPN; my job is to make sure it all gets done. Planning a sports fund-raising event is an all encompassing challenge, and although it is similar to planning a traditional fund raiser, there are certain details and specific pitfalls an event planner should be aware of
Sports are a proven asset in the nonprofit fund-raising industry as, over the past decade, athletes, teams and coaches have become major players in hundreds of charitable causes. Certain players become associated with one particular charity -- for example, New York Jets quarterback Boomer Esiason and his Heroes Foundation benefiting Cystic Fibrosis; former Yankee great Willie Randolph and the Juvenile Diabetes Foundation; and former Mets star Gary Carter and the Leukemia Society. Charitable organizations have taken full advantage of athletes who support their cause, tying them into special events as speakers, 'honorees' and guests, as well as utilizing them into advertising and marketing campaigns.
The current history of sports/charity partnerships can be traced to the 1970's when the United Way joined forces with the National Football League. What sports fan could forget Roger Staubach on Super Bowl Sunday saying 'Thanks to you it works for all of us ... the United Way.' Sports promotions now cover a wide spectrum of events from local walk-a-thons to national cause-related marketing programs.
Why are sports and charities such a good fit? The American public has a love affair with sports. Professional sports teams pay their athletes millions of dollars a year in salaries, and there is only one reason they can afford to do that ... the fans. Sports fans spend billions of dollars a year on sports. Not only do they purchase tickets for the games, they also buy team hats, shirts, jackets and other souvenirs which generates money for the teams through licensing. Television and radio also generate revenue for the teams through sponsorship and advertising.
How does this relate to your fund-raising event? Well, fans become very attached to the teams and athletes they follow. Players in some cities are referred to by only their first name, and the entire city knows who they are talking about. On a Monday in Dallas, if someone says, 'Did you see Emmitt yesterday?' almost everyone will know you are speaking about the Cowboys all-pro running back Emmitt Smith.
Never underestimate the bond people feel with their heroes. It can be used to your advantage when you plan your fund-raising event. Fans generally do not get the chance to see their heroes 'up close and personal.' A hand shake and a hello from an athlete can be worth a great deal of money to a big sports fan. If your charitable event can offer personal access to the athlete, it becomes very appealing.
The New York Knicks 'Welcome Home' Dinner, which benefits the Juvenile Diabetes Foundation, is an example of an event which has become a successful annual program. Nine years ago, I was flying to Seattle to meet with a basketball player named Clyde Drexler to discuss a cause-related marketing program. On that flight, I was sitting next to John Cirillo, who at the time was the public relations director for the Knicks, and I told him about my idea for a 'Welcome Home' Dinner. I explained that a charity dinner would be terrific public relations vehicle and an opportunity to raise money for a worthy cause.
The charity would handle all of the arrangements, including site location, menu selection, decorations, publicity and, most importantly, table sales; while the Knicks would provide players, coaches and team executives to sit at each table. The Knicks did assist in the table sales effort by having two players serve as committee chairmen. The chance to eat dinner with a Knicks' player proved to be a successful formula, and the dinner has raised more than $1 million since its inception in 1988.
Golf tournaments are another proven vehicle to raise money, especially if you can arrange for athletes to participate in your tournament. For example, your organization wants IBM to sponsor your outing or buy a few foursomes. It will entice them if you can offer the opportunity to play 18 holes with NBA great Larry Bird, and then join Larry and 20 other celebrities, such as baseball legends Yogi Berra and Sparky Lyle, at a cocktail reception and dinner after the tournament. These outings can raise upwards of $100,000.
Sports and/or celebrity auctions are another option. An event my firm, Legend Marketing, arranged at Lee Mazzilli's Sports Cafe in Manhattan proved successful because of the quality of sports memorabilia on hand, and the presence of athletes, such as Yankees second baseman Pat Kelly, former Mets star Lee Mazzilli and former 1969 World Champion Mets player Art Shamsky, among others, who greeted the guests and encouraged them to bid on the auction items.
It also is beneficial to arrange for a third party to be involved in a fund-raising event to add corporate support and dollars. For example, I combined the assets of King Features (the company which licenses comic book/strip characters such as Popeye, Betty Boop, etc.), the New York Mets and the Crohn's and Colitis Foundation together to create 'Popeye Day at Shea Stadium.' In return for King Features' financial contribution to the charity, Popeye was allowed to throw out the first ball at a Mets game and lead the seventh inning stretch in the singing of 'Take Me Out To The Ball Game.' It was a great public relations vehicle for King Features, a fun atmosphere for kids at Shea Stadium and a successful fund raiser for the Crohn's an Colitis Foundation. This was a win-win-win situation for all involved.
Should you decide to embark on a charity/sports promotion, there are some potential pitfalls an event planner needs to watch for.
1. Athlete Participation -- Never promise an athlete will attend an event unless you have it in writing. Often athletes (or any celebrity for that matter) will offer his or her services with the best of intentions, then forget; or get a higher paying offer, and sign a contract for another function. Without the athlete, your event is headed for disaster -- so get it in writing!
2. Conflicting Dates -- Be aware of the dates of other similar functions in the area. Many annual sports events set their dates months before the actual dinner and, obviously, you should avoid having your event on that same date. This advice is worthwhile common sense, but event planners often fail to do their homework on this point. The result is both events find themselves in the uncomfortable position of competing with one another for the same people, athletes, corporate sponsors and media.
3. Committee Participation -- Talk to your board members before you commit to a sports event. They will play a crucial role in your planning developments, and they need to be excited about the program. If you schedule an event with no support, be prepared to run it alone.
4. Costs -- Don't skimp! If it costs you an extra five dollars a person for an open bar, pay it. There is nothing worse than going to an event where you have to buy an expensive ticket, and then find you must also pay for your drinks, coat check, etc. You want people to come back next year, so make it memorable.
A few things to keep in mind for
a successful sports event are:
1. The Ultimate Goal -- The biggest cop-out I hear is 'the event didn't make any money but we got great P.R.' Public relations value is important, but the bottom line is raising funds for your cause. Don't lose sight of your ultimate goal. Concentrate your efforts on sponsorship and sales, and the P.R. will come.
2. Advance Planning -- Think of every possible problem you might encounter and write it down! Then plan a solution to each of these potential disasters so that you will always be prepared. Always make a 'To Do' list and look at it every day, charting your progress.
3. Teams/Athletes -- Include your athlete(s) and team(s) early on in your event. If they feel a part of the group, they may put forth more of an effort. Invite them to a committee meeting over dinner and encourage them to use their contacts to achieve the best possible event.
4. Board/Committee Member -- A strong board is very important. You'll need doers, not talkers. Each board member should be given a task, and the chairman should stay on top of them to make sure that task is completed.
5. Quality -- When you put on a successful, enjoyable event, people will want to come back. If you short-change them once, they will remember it always and will spend their dollars elsewhere the following year.
Every event is a learning experience, and you should take what works and build upon that for your next event. Most importantly, remember the problems that occurred and develop strategies to avoid those pitfalls the next time. As is the case in sports, team work is the most important aspect of sports event preparation. We always work hand-in-hand with the organizations involved when planning fund-raising events. Specific jobs must be defined, but all involved need to be supportive and constructive. I've always liked the saying 'check your ego at the door,' because it doesn't matter who gets 'credit' -- just that the event is a success.
Later as I watched ESPN's national television coverage of those 40 football players in their flag football game on the 64,000 square feet of sod, I realized that all the work was worthwhile. Even more gratifying was handing the large check from the fund-raising dinner over to the charity, which is the ultimate goal of any sports fund-raising event.
Adam D. Pennington is president of Legend Marketing, a firm he founded in 1993. A veteran of eight years in the field, Pennington started his career in 1988 at Koller Sports Marketing in NYC. His responsibilities included developing sports projects for the Juvenile Diabetes Foundation and creating and managing campaigns and events including the New York Knicks 'Welcome Home Dinner,' and 'JDF Day at Yankee Stadium.' In 1991 he moved on to Premier, Inc., Greenwich, CT. Pennington was recently hired as marketing consultant for the upcoming 'New York Mets Opening Night Dinner' to be held April 2, 1996 at the Marriott Marquis in NYC.
