Nonprofit fundraising, simply put, is a strategy that a not-for-profit organization employs in order to raise funds for the financial support of its organization and programs. One of those strategies is to encourage corporations to take part in a cause-marketing partnership with the nonprofit. Corporate sponsorships and partnerships take the form of money, in-kind, pro bono consulting, bringing other corporations to the table, and/or a combination of the above.

More and more corporations are adding cause marketing to their marketing programs. Carol Cone, CEO of Cone Communications, cited why companies were engaging in cause marketing in the August 26, 1996, issue of Marketing News. Such reasons included building deeper relationships with customers (93%), enhancing corporate image and reputation (89%), creating or maintaining a compelling corporate purpose (59%), and increasing sales (50%). “The fact that 90% of the executives reported being satisfied with their cause-marketing efforts shows that companies see the value of such marketing in helping them earn their customer’s trust and their business,” Cone said.

At the least, it takes money to buy uniforms and equipment. It also takes money to travel to and from practice and competition. But where does this money come from? Who is doing nonprofit fundraising in order to foster the financial support and growth of sports for girls and women?

Several different groups are involved in nonprofit fundraising to support and grow sports programs for girls and women. A few of these groups are the United States Olympic Committee, Special Olympics, Inc., and the Women’s Sports Foundation.

The United States Olympic Committee oversees the national sports governing bodies and acknowledges several affiliate sports organizations in the United States. The USOC is a nonprofit organization that fundraises through direct mail, donations, and corporate sponsorships. One of the USOC’s initiatives is to provide grants to its national sports governing bodies and affiliate sports organizations to develop and sustain the growth of sport programs for girls and women.

Special Olympics, Inc. provides sports training and competition in a variety of Olympic-type sports for individuals with mental retardation. It is a nonprofit organization and a charity that fundraises through direct mail, donations, and corporate sponsorships to support its Special Olympics athletes and programs, nationally and globally. One of Special Olympics. Inc.’s current initiatives is to provide grants to U.S. and national Special Olympics programs who will initiate, develop, and sustain team sport programs for girls and women.

The Women’s Sports Foundation is a nonprofit educational organization that is dedicated to promoting and enhancing the sports and fitness experience for all girls and women. The WSF fundraises through direct mail, donations, and corporate sponsorships to support its four program areas: education, opportunity, advocacy, and recognition. One of its major initiatives is the Grants for Girls Sports Program (for girls 9-14) as a part of its National Grant Programs.

Local girls and women’s sports programs in and out of schools have traditionally held bake sales, candy sales, raffles, car washes, etc. in order to assist in the financial support of their own programs. One new nonprofit fundraising opportunity involves telecommunications and the sale of prepaid phonecards. A nonprofit organization can earn up to 60% from a prepaid phonecard fundraising program on an initial sale. In addition, it can earn residuals from card renewals.

 

What are the steps in nonprofit fundraising to help financially support and grow girls’ and women’s sports programs?

1. Develop a resource team of people who are interested in the same goals or program and who have connections in the community. Create a fundraising plan together. Divide the responsibilities among team members to maximize resources and efforts.

2. Contact the appropriate organizations to see if your group is or could be eligible for monies through already existing grant programs.

• If you are eligible, submit a proposal to qualify for such funds.
• Identify the amount of the grant.
• Identify what contingencies go along with receiving the funds.
• Determine the length of time that the grant covers.
  
• Also determine if the grant can be extended or re-applied.
  
  3. Decide what fundraising opportunities best fit one’s needs, interests, and efforts.
  • Research local corporations. Try to link with a corporation who has been or may be open and able to take part in cause marketing in support of sports programs for girls and women.
  • Decide whether the fundraising efforts will be through one major activity or through a variety of smaller similar or diverse activities.
  • Research the use of prepaid phonecards as a viable opportunity for your efforts.
  
  4. Consider potential obstacles and plan for them. Well know that not everything will be successful. Car washes may have to be postponed because of rainy weather. Some companies may not be open to cause marketing in providing funds to support and grow girls’ and women’s sports programs. But the “yeses” are there.
  
  5. Take action and keep a record of your efforts. Identify the what and the who of both the successful and the not-so-successful ventures. Use them as a guide for future plans and actions.
  
  6. Follow up and thank others for their time and consideration. You never know when a previous unsuccess may become a potential success. Also thank those that provide the needed funds or help. Efforts to retain those who have been supportive is just as important as the efforts to gain the support.
  
  And the results are that all strategies are successful, only in varying degrees and sometimes at different times. The challenge lies in developing a diversity and variety of strategies, in acknowledging the “noes”, and in moving beyond the obstacles to enable more girls and women participating in sports.

United States Olympic Committee Phone: 719-578-4622
One Olympic Plaza Fax: 719-632-5352
Colorado Springs, CO 80909-5670 E-mail:

Women’s Sports Foundation Phone: 516-542-4700
Eisenhower Park Fax: 516-542-4716
East Meadow, NY 11554 E-mail: wosport@aol.com
Web: http://www.lifetimetv.com/wosport


Article submitted: Nelson, Ruth N. Encyclopedia of Women and Sport in America. Section: Funding — Economic Influences and Women’s Sports. “Nonprofit Fundraising and the Support and Growth of Sports for Girls’ and Women.”