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Going for the Green!
An Insider's Guide to Raising Money with Charity Golf
by Tom King, 156 pp., $24.95. (Click here for quantity discount information)
How profitable is golf as a fundraiser?
The numbers speak for themselves.
According to the National Golf Foundation,
• An estimated 140,000 charity tournaments take place each year …
• Drawing 15 million players …
• And raising a gulp-inducing sum of $3 billion for everything from cancer research to special education
In other words, if your organization isn’t hosting a golf tournament, chances are another agency down the block is – and realizing anywhere from $10,000 to $250,000 from sponsorships and player registrations.
If you’re late to the tee and want to launch your own tournament, or enhance an existing one, then Tom King’s new book, Going for the Green!, is a 300-yard drive straight down the middle.
A veteran tournament organizer and former development officer, King knows golf tournaments inside and out. And because he’s been in the trenches (or, more aptly, the bunkers) for three decades, King is a realist. From the very first page, he pays homage to the possible headaches, risks, and exhaustion involved in this event. Nonetheless, “a golf tournament may be the hardest work you’ll ever love,” he contends.
In Going for the Green! King covers everything an organizer needs to know: when to start your planning; how to attract players; recruiting the right volunteers; the costs involved; choosing the best format; adding spice to your event; when to schedule it; how to secure sponsors; how to computerize the process; how to cope with the myriad details on tournament day; and how to evaluate your event to make it better next year.
King’s casual and somewhat down-home style is a real plus. He genuinely makes you feel you can pull off a successful tournament if you simply follow his step by step advice.
Another notable strength of Going for the Green! is its extensive appendix. King is so committed to making your event a success that he offers a slew of tip sheets including: a checklist of tasks you need to accomplish from six months out; a budget worksheet; a description of different tournament formats; seventeen job descriptions for specific volunteers; a look at some quirky formats; sample sponsorship levels; a description of sidebar events to add interest; and even a glossary for neophytes.
To use a familiar golf term, Tom King aces it with Going for the Green!
About the Author
Tom King has worked with nonprofit organizations for more than a quarter century as a teacher, recreation therapist, program director, executive director, PR director, development officer, workshop facilitator, media consultant, advocate, and organizer.
King has facilitated five startup nonprofits, reorganized two and was appointed to the Texas Department of TransportationÕs Public Transportation Advisory Committee for his transit advocacy work.
A veteran charity golf tournament organizer, King has planned and directed a string of successful charity tournaments and special events. He is currently developing virtual-village.org, a networking tool for volunteers, advocates, community leaders, staff and organizers of faith and community-based agencies.
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Table of Contents
1 To golf or not to golf, that is the question
2 Why do a golf tournament?
3 When to start your planning
4 If you host it, will they come?
5 How to attract players
6 Involving the right people
7 What will it cost?
8 How to choose the format
9 Spicing up your tournament
10 Leadership and committees
11 Creating a good mix on your team
12 When do we play?
13 High-cost or low-cost event?
14 Making changes
15 Creating sponsorships, setting a budget
16 Getting the word out
17 Computerizing the process
18 Building momentum
19 Tournament day is approaching
20 The big day is here
21 Making next year's tournament better
22 Last word
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Excerpt This article is excerpted from Tom King's Going for the Green, ©Emerson & Church, Publishers. To obtain reprint permission, call 508-359-0019.
Golf Tournaments Can Be Record Fundraisers
Mark Twain once called golf “a good walk spoiled.”
Twain’s jibe at the sport of kings captures the love/hate relationship so many golfers have with their sport.
Charity golf tournaments often inspire the same conflicting emotions among the volunteers and organizers who host them. Yet, despite the work, the headaches, and the risk, golf tournaments are some of our most popular special event fundraisers. How can this be?
The answer’s pretty simple really. While golf tournaments can be exhausting, time consuming, and fraught with risk, they can be downright satisfying and profitable if done right. Ultimately, a golf tournament may be the hardest work you’ll ever love.
Have you worked as one of the following?
• Development director
• PR director-fundraiser
• Executive director-fundraiser
• Program director-fundraiser
• A volunteer-fundraiser
• An anything else-fundraiser
If you’ve ever held one of these “hyphen” fundraiser jobs, you’ve probably encountered the charity golf tournament in one of the following incarnations:
• You’ve inherited an annual tournament that’s either dead or dying.
• You’ve taken over a wildly successful annual tournament (equally terrifying).
• You’ve been approached by a golfing board member who wants to put together a tournament.
• You’ve been approached by a corporate type wanting to host a tournament: “We’re looking for a charity to benefit,” he tells you.
• If you’re really green at this, you may have seen all those other golf tournaments being held and rashly decided you “need” a tournament to go with the annual walk, the bi-annual garage sale, the Christmas campaign, and the autumn charity ball.
If any of those scenarios describe your situation, then, with apologies to the Prince of Denmark, the question becomes: To golf or not to golf?
Why do a golf tournament? Not for any of these reasons!
I’ve heard lots of reasons for doing a golf tournament – some honest, some self-serving, some merely misguided. Here, I’d like to share with you seven bad reasons for choosing a golf tournament as your fundraiser.
None of this is made up. It all comes from my own experience working with tournament committees, board members, and nonprofit executives.
• Bad Reason #1: An organizational budget crisis
The very definition of a crisis is a problem needing rapid intervention. Golf tournaments take six to eight months to organize. Not only that, but they require up-front capital. If you’re already broke, a golf tournament isn’t the road to quick riches.
• Bad Reason #2: Because we’ve always done one
Remember the question your mother used to pose: “If all your friends jumped off a cliff, would you jump too?” Well, before you hurl yourself off the tournament precipice, make sure you have some hard numbers. Work up a budget showing expected income from sponsors, players, and sidebar events. Then deduct your estimated expenses. If it looks like the tournament won’t pay off, terminate it before it’s too late.
• Bad Reason #3: Because a golf tournament will make our organization look classy
This is like the proverbial fifty-something accountant who buys a sports car to help him cope with his mid-life crisis. Sometimes it works; other times it simply makes us look fat and old and silly.
• Bad Reason #4: Someone else will do all the work for us (they promise)
Companies will sometimes offer to organize a tournament for you. Be careful. Often the motivation is to make their company look polished (see Bad Reason #3) or to gather their clients to network (to say nothing of getting company execs some free golf). For you, it can be a lot of effort with little return, unless the company is willing to deploy resources and employees to do the work. If it becomes obvious they’re going to be a “name only” contributor, it may be best to defer. At the very least stop and evaluate whether the company’s association is worth anything in terms of attracting money for your cause.
• Bad Reason #5: The board sees it as a better way to raise money
Translation: The board doesn’t want to ask their friends for money. They’d rather someone else take care of the resources problem … namely you. Just because you can make money doesn’t mean you’re guaranteed to. Like any entertainment-based event, you’re competing with others for the same audience, it’s hard work, and glitches await you at every dogleg. Know that going in.
• Bad Reason #6: Everybody likes golf and it’ll be good for staff morale
Yep! So what? Everyone likes cookies, too. So, why should they buy yours? Not every cookie company succeeds. Same with golf tournaments.
A successful tournament can be a great morale booster, that’s for sure. But like any two-edged sword it can also slice your staff and volunteers’ spirits to ribbons if things go badly. The ensuing faultfinding and recriminations can be breathtaking to behold.
• Bad Reason #7: You want to build your organization’s reputation
The hitch is that you want it to be a good reputation and, as we’ve seen, there are plenty of pitfalls that can actually impair your standing.
So, how could a little name recognition and a happy-time-had-by-all have any negatives? How indeed!? What follows are actual PR disasters suffered by organizations hosting golf tournaments. (Names and certain details have been changed to protect the innocent - as well as the guilty).
1) The Visitation of the Beer Fairy.
Media sponsors, seeking to be helpful, swipe the beverage cart and load it with beer. Meanwhile, the tournament chair has snatched the backup golf cart and taken it joy-riding, stranding the soft drink crew.
When two groups of tee-totaling, arthritic church deacons reach into the ice buckets, they’re left fruitlessly fishing for Dr. Pepper. These religious folk donate thousands each year to the organization in cash and volunteer labor. They angrily threaten to withdraw their support forever!
To make matters even worse, four drunken oil executives are discovered on the 9th hole standing up to their knees in a water hazard trying to “chip out.” Thankfully the Bureau of Alcohol, Tobacco & Firearms overlooks the whole ugly incident.
2) The Mayor can’t hold his liquor.
The mayor of a nearby city is master of ceremonies at the tournament dinner. He drinks too much and makes unfortunate, career-ending remarks in front of eager members of the news media. Ensuing coverage of the gaffe inextricably ties the charity to his politically incorrect comments. The story is repeated endlessly in the media for weeks.
3) Meanwhile, back at the ranch.
A resident of a children’s home loses it. He steals a big yellow school bus and leads police on a merry chase during rush hour, finally striking a row of spike strips and overturning. Guess what’s the #1 subject of conversation at the charity’s tournament the following day?
So, rather than assume you’ll receive nothing but positive PR, you need to ask yourself: Am I going to make enough money on this thing to make it worth the PR risks?
Not one of these reasons is sufficient to put you and everyone else through the bloody business of organizing a golf tournament. I can’t emphasize this enough: there’s only one valid reason for holding a charity golf tournament, and that is...
To make money and lots of it.
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