Having a blueprint for what works before, during and after a charity event will help your group stay on top of its game.
Few charity golf tournaments are held in the winter, making this an ideal time for planning an event in 2017 that will be efficiently managed and memorable for participants.
So, how well do you know your market, sponsors and courses? In conjunction with Golf Tournament Association of America research and my experience at more than 600 charity events, here’s a primer to enlighten you and your committee as you make your tournament plans:
SPONSOR ENTICMENT
Companies typically don’t sponsor events solely to support a charity, so forge a bond and relationship with those you seek to help. Your committee and board of directors are the most important elements in attracting sponsors, so make sure they’re versed on effective ways to bring them on board.
RETURN ENGAGEMENTS
The budget and how a sponsor and guests were treated are key factors to whether they’ll be back next year or not. You can’t control your sponsor’s budget but you can control their experience. Do something special, such as a VIP breakfast, and let the sponsor and guests know how much they’re appreciated.
SIGN ME UP
Relationships are also the primary reason golfers play in these events. A buddy asks them, plain and simple, so don’t waste time posting flyers or scurrying for high-tech ways to reach a certain database. Golfers play because they were asked to by a client or friend; making an event memorable definitely helps in that regard.
TIS BETTER TO RECEIVE
When it comes to tee gifts, it’s a good bet that most of your golfers have enough shirts, hats and towels, so be more creative in what you give out. Think function and practicality, or something they’ll actually use on a frequent or daily basis.
COURSE OF ACTION
When selecting a course, location, playing conditions and desirability are the main attractions. Booking your event at a private club always outdraws a public course, since golfers will get to play a course that’s otherwise out of reach.
MONEY MATTERS
When selling sponsorships, the biggest margin of profit comes from tee signs. While 5-figure sponsors are nice, they usually come with playing spots and other expenditures. So sell more tee signs and reuse them by not putting the year on them.
REVENUE SHARING
Auctions are your top source of revenue, so think about places you do business with and remind them of the business you bring them prior to asking for a donation. Experiential items also make great auction items, such as having dinner at a local fire station or getting a restaurant chef to cook dinner at the winning bidder’s home.
GAME DAY
Closest to the pin contests are the most popular for golfers, so why limit that to one hole for your event? Most courses have four par-3 holes, so have a contest on each, or at least two. Only a few golfers at each event have a shot at longest drive, but several have a decent chance at hitting it close. Spread the wealth.
SEE YOU NEXT YEAR
Winning something, or receiving a special item, is also a primary reasons golfers will want to return to your event the following year. Success breeds success, and that’s true for men and women.
ADDING IT UP
Spend no less than 10 percent and no more than 20 percent of a player’s entry fee on their tee gifts. Being frugal (aka cheap) in this area is the kiss of death. Budget accordingly and find items with a “wow” factor. Most of your players will be lining up next year to see what other cool things you have to offer.
Eric Tracy is a charity golf tournament consultant known as The Mulligan Man, serving in a variety of capacities at more than 600 events. He can be reached at (818) 679-3742 or eric@themulliganman.com.
