Charity golf tournaments seem to be all the rage these days. Organizations that are planning a golf tournament for the first time, or hoping to increase profits on one they already run, all need the same things—a vision for the project, financial and logistical goals, and a plan to get there. Good tournaments can become truly GREAT tournaments by keeping a number of critical elements in mind.
Determine a Vision for the Event
In most cases, tournaments are organized by groups that need money, visibility in the community, or a team-building event for their staff. Charity golf tournaments should focus on one major goal, and then determine a number of objectives for achieving that goal. The planning committee can use any number of goal-setting methods to accomplish this, but should not progress to planning logistics until it has an elevator speech with which to market the event to potential sponsors, volunteers, and other community resources.
Create Committees and Subcommittees
The size of committees will vary based on the size of the organization, but the preferred structure is the same regardless of how many people are doing the work. It is critical to create job descriptions, task lists, and calendars with deadlines for priority activities. The planning committee should kick off the planning process by tasking subcommittees with specific duties that can be completed outside of regular committee meetings. The planning committee should require regular reports from these subcommittees to make sure that everything is being accomplished according to the approved event-planning calendar.
Build Relationships with Sponsors
A golf tournament will cost the same to run regardless of how many golfers and sponsors sign up. If the planning committee works hard to leverage sponsors, it can significantly improve the bottom line of the event. This requires time (several months) and good relationships with the movers and shakers in the community. The tournament director should carefully select a sponsorship chairperson who has lots of contacts with people who are willing to write big checks. This is one area in which an honorary chairperson can be used to make contact with bigger sponsors while a logistical chairperson handles all the tracking and correspondence.
Training and Rewarding Volunteers
Volunteers are the lifeblood of any well-run golfing event. In addition to serving on the planning committees, volunteers drive the snack and beverage carts, handle registration, plan and execute the meals, observe contests on the course (hole-in-one prizes), stuff golfer bags, place sponsor signs on the fairway, and much more. Well-trained and well-rewarded volunteers are the best advertising an organization can pay for. This is one area that a planning committee should ensure is handled well.
Adding Smaller Fundraisers
The golf and the sponsors aren’t the only way to raise money during a golf tournament. With a ready audience of golfers, spouses, and volunteers, the timing is ripe for activities that can bring in additional funds. Some tournament directors have 9-hole youth tournaments the night before the actual charity tournament, hold pitching and putting contests, include silent auctions during the celebration meal, and even hold dances with tickets sold to non-golfers as well. The ideas are endless—the event can truly be a full-day or several-day event!
Promoting the Event
Promoting the event and creating publicity will only help a planning committee secure sponsors and golfers. Some tournament committees create two brochures—one tailored to potential sponsors and one to golfers. Posters can be hung at golf clubs in the area and in local businesses. At least one article promoting the tournament should be submitted to the local newspaper each month leading up the event, and the promotions committee should find any opportunity to plug the event on local radio and TV shows. Remember that the tournament’s primary goal and vision must be championed in all promotional materials. Branding is extremely important to a charity fundraiser.
Keeping these six important areas in mind while planning a charity golf event will increase the profits of organizations trying to keep fundraising at pre-recession levels by concentrating on the things that are most critical and making sure that those involved have a great time while they are raising money. And, of course, the last step is to follow up with sponsors, golfers, and volunteers by sending thank-you notes and asking them to participate again next year!
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