Raising Money with Golf Events

 

There are over 1 million golf outings and tournaments in the U.S. annually. The average event has 80 players and raises just $5,000. The big events raise up to $300,000. How? The Golf Tournament Association of America (GTAA) studied many of the largest events in the country and discovered common elements for success. With them, you can maximize your fundraising. Let's take a look at how golf tournaments can raise lots of money for your organization. 

In general, golfers have extra income. Give them more, and they'll spend more. Try some of the following tips, and you'll have bigger events that raise more money. Another benefit to a memorable tournament is that golfers will come back year after year.

Examples from GTAA of big tournament events:
Aliso Viejo Community Foundation
$65,000
Aliso Viejo , California
Race Week Celebrity Golf
$93,000
Daytona Beach , Florida
Junior Achievement
$100,000
Baton Rouge , Louisiana
Children's Medical Center
$200,000
Frisco , Texas
Notre Dame Club
$250,000
Orlando , Florida

Well-Connected Committee Members
Your tournament starts with a committee. That committee is the key to your success. Committee members assist in obtaining everything you need for the event, such as the golf course, sponsors, golfers, prizes and auction items. Your committee should be comprised of people that are well connected in the community--the movers and the shakers in your area. Make sure that you have enough committee members so you can assign each member to manage one responsibility area, like sponsorships, golfers, gifts/prizes, operations, PR and auctions. Once you have the right team, train them, hold them accountable and then reward them for their efforts. Obviously, the better the committee, the better your tournament.

Unique Money-Making Formats
Scrambles do not make the most money. If you want to double or triple your goal, consider using a different format. Here are a few suggestions:

      • Pro-Ams: by putting a local golf pro with each foursome you can increase your ticket price threefold.
      • Celeb-Ams: by placing a local celebrity in each foursome you can justify raising registration fees. A celebrity is anyone famous in your community that others want to play with: athletes, politicians, newscasters, etc.
      • Golf-A-Thons: find 40 golfers to raise pledges for each hole. Golfers play 100 holes of golf in one day. You can raise $50,000 to $150,000 in one day.

Great Golf Course
Private Country Clubs are the perfect place to host an event. You can charge higher amounts with the perceived value. Golfers want to play a course that they do not normally get to play.

High-Income Golfers
You will attract larger sponsors with high-income golfers. Sponsors want to reach golfers in high-income professions, like doctors and lawyers. To attract this demographic, ask your committee members to recruit their contacts who fit the description. Host an event at a first-class course, and high-income golfers will attend.

Big Sponsors
All companies want one thing: more business! Turn your event into a marketing tool for businesses. Like most golfers, most companies will pay you more if you give them more. They all want a return on investment. Develop sponsor packages that give your sponsors new business.

Sell Sponsors' Goods & Services
Your sponsor packages should give your sponsors a way to reach the golfers participating in your tournament and sell to them. For example, send golfers to sponsors' stores or offices to sign up for your event at a discount. And don't forget to run ads for sponsors on your tournament web site, in your newsletter, in e-mail invitations, etc.

Add an Auction
Auctions, live, silent and online, are what turn regular events into huge events. The bigger the items offered, the more money you will make. Don't settle for just gift baskets. Give the golfers something worth buying, such as trips, celebrity memorabilia, and appliances. Start your auction well in advance of your tournament by promoting it on your web site and in e-mail blasts. Plan big and it will pay off.

Strategic Partnerships 
Non-profits and schools should consider partnering up with for-profit corporations to deliver successful golf tiournaments. For instance, United Way partners with Publix Supermarkets. United Way handles all of the details, and Publix brings in all of the major sponsors. Vendors mean big money. Find out which for-profit corporations are looking for charities to partner with and support. Don't be afraid to ask for their help.

In general, golfers have money. They will pay you more if you give them more. Try some of the above approaches and I can assure you that you will raise big money and have a bigger event, one that golfers will remember and come back to year after year.

Best of luck for a more successful golf outing for your organization!

Phil Immordino is the Founder and Chairman of the GTAA. Phil has been involved in the golf industry for over 15 years, and is a national speaker and author of books, such as, "How to Produce a Successful Golf Tournament." Taking golf tournaments to the next level, GTAA offers free membership to golf tournament organizers, including charities, associations, meeting planners, schools and civic groups. Benefits include newsletters, tournament planning tips, consulting, a planning guide and product discounts. Learn more at http://www.gtaaweb.org .