SPECIAL FOCUS

How To Make Your Golf Outing
Succe$$ful

NEDSRA shares the "building blocks" that helped double the
money its golf outing raises ($40,000!) in just five years

BY LONNA L. CONVERSO

In conceptualizing a golf outing event, research also means heading to the tees and greens at other fundraising events. Watch, listen and learn at these visits. Take notes about the set-up, guests, and sponsors.

The keys to a successful golf outing fundraiser do exist. Netting more than $40,000 annually—with revenues growing each year—the Northeast DuPage Special Recreation (NEDSRA) Golf Classic relies on a few key building blocks to reach and exceed its primary mission: to raise revenue for a program or service.

Now in its sixth year, the Special Recreation Golf Classic is held in September at the Bensenville Park District's White Pines Golf Course and brings 200 enthusiastic golfers for a day of fun, challenge, and sport. The money raised provides additional services and programs for the association, which serves many special needs populations.

According to event planners for the Golf Classic, following are the top six ways to build a successful golf outing fundraiser.

1 Research and Conceptualizing

At least one year prior to implementing your golf outing fundraiser, conceptualize the entire event. Put together a time line of the day, who should attend and the best location for the event. Bensenville's White Pines Golf Course offered several benefits to the Golf Classic, such as two courses for play and a banquet facility for dining after play. The park district's commitment to NEDSRA as a founding member partner was a real plus.

Keeping in mind your agency's annual activities, consider what is the best time of year for such an event. Make certain the event works well within the agency's schedule. Factor in the days and dates of other golf outing events in your area, and avoid these dates to prevent conflicts for attendees.

Also one year before the event, think about your sponsors. Define the agency's best possible donors and identify an organization that would be the most compatible corporate sponsor for your golf outing.

Sponsors are compatible with your organization when you believe the company is a good match to your organizations mission and philosophies. Another measure of compatibility is asking yourself the question, Will this sponsor assist in generating additional revenue for the event? Make sure the sponsor has a long-term commitment to the event and is not just in it for the public relations aspect. Think of your potential sponsor and its business ethics and standards for excellence, as well as its reputation in the community. After all, its name will now be attached to yours.

Past contributors may be an asset, however, don't hesitate to contact a vendor or supplier at your agency. Additionally, a new relationship could develop with a little networking. Sponsorship is an involved process and takes commitment. Many sponsorships actually develop over several years of relationship building.

Making the right decision on the event corporate sponsor is crucial to the success of the golf fundraiser. Not only will the company assist in reaching your mission, but the corporate sponsor also assists in a very important part of sponsorship— networking. The NEDSRA corporate sponsor is the Larry Roesch Family Auto Group, which brings much visibility to the event, plus NEDSRA is able to utilize many of the sponsor's contacts such as

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SPECIAL FOCUS

vendors and supplier when soliciting for hole sponsors and golfers.

In conceptualizing a golf outing event, research also means heading to the tees and greens at other fundraising events. Watch, listen and learn at these visits. Take notes about the setup, guests, and sponsors. By taking the time to investigate like this, you will learn what to do and what not to do with your event. NEDSRA learned from others that length of play is a very important aspect of a golf outing; thus, it keeps length of play to 4 1/2 hours. Golfers can get annoyed with slow play during golf, and the Golf Classic guests appreciate its faster pace.

2 "Supporters" Increase Revenues

Another building block for success is additional supporters to increase revenue for your golf outing fundraiser. While secondary in nature, these supporters are by no means second in importance. They are typically organizations and companies that "buy" into one area of an event such as holes and giveaways.

At the Special Recreation Golf Classic, giveaways include golf balls, tees, and towels for every golfer, as well as raffle prize giveaways. These prizes are luxury items such as golf clubs, television sets, and player tape decks. The idea behind these giveaways is to provide top quality items with the golfer in mind.

The Golf Classic raffle gives away 20 prizes and is designed to create a level of excitement and entertainment at the culmination of the event. Also, every golfer receives a "deluxe gift" from the Special Recreation Golf Classic. Each guest comes away from the event feeling like a "winner," regardless of what the score card might show. The raffle prize giveaways are donated or purchased and the costs are subsidized from the event registration fee.

Supporters also have the chance to "buy" not just a hole, but either the tee or the green. By "selling" both the tee and the green, the monetary value of a hole is doubled making the potential revenue higher for the golf outing event. This concept is thought to be far more beneficial than having two sponsors on one tee. Secure these additional supporters at least six to four months prior to the event date, and keep them by offering a high quality outing.

NEDSRAs golf outing continues to raise more revenue due to growth in mis area of supporters. Supporters can make the event run smoother, make your job a little easier, and generate additional revenue.

3 A-I Top Quality

Autograph your golf outing with quality in every aspect of the event. The Special Recreation Golf Classic is a first-class outing from start to finish. Each golfer is treated as a guest and greeted with service and hospitality throughout the entire golf event. Upon entering the event site, valet service is offered to assist each guest with golf clubs and other equipment as they approach the check-in area. The guest golfer is treated to a continental breakfast, lunch at the ninth hole, and a prime rib steak dinner. Motorized carts are provided and each guest leaves with their deluxe gift.

Identifying golf shirts for all employees to wear is another excellent addition to the event. The golf shirts not only add to the golfing atmosphere, but enhance the event by adding color and an element of cohesiveness. Additionally, the golfing guest can identify the staff if they have any questions or help is necessary.

Due to mis high level of quality customer service, each golfer returns to the outing time and time again. In fact, returning golfers are encouraged to register early. Typically, the golf outing reservations sell out very early in the planning stages.

4 The Guest List

In the initial year the guest list was developed from key contacts, vendors, professionals, and Chamber of Commerce affiliates. Support from local service clubs is also a very good source. If the reputation of the agency is well respected and the corporate sponsor is also well respected, people will call throughout the year in an effort to be placed on the mailing list or in some manner be affiliated with me outing.

A corporate sponsor who believes in your mission is a tremendous asset and one that should be cultivated throughout the year. Mr. Roesch and his family are extremely committed to people with disabilities and are very committed to the community as well. People want to support him because he has supported so many others quietly and with dignity. He often gives NEDSRA new names to place on the invitation list and sponsor list.

Careful attention is given to all golfing guests and sponsors, including preferred tee times and course requests. In addition, sponsors from a prior year who were not able to golf with us, are given a personal phone call and an invitation to hold a twosome or foursome for their representatives. Special care must be given to make sure we have enough room for everyone who wants to golf and that no promises are made that can't be kept.

5 Recognition for Sponsor and Supporters

A sure way for your golf outing to net more profit in continuing years is to make sure you leave a lasting impression on your key revenue generators.

44 / Illinois Parks and Recreation

HOW TO MAKE YOUR GOLF OUTING SUCCE$$FUL

How do you do this? One word; recognition. A sponsor or supporter is sure to return year after year, if they believe the golf outing became a marketing success.

Make sure the sponsor and supporters receive name recognition on all promotional pieces including an event program. Media coverage is always a plus for sponsors as well. Think about the ways you could positively promote your golf outing in the community and make this part of the "sell."

Sponsors are also recognized in NEDSRA's seasonal brochure and Annual Service Report. Advertising space in other brochures and event programs are also given to the corporate sponsor. Photographs also highlight the sponsor's relationship by showing the sponsor out at the vent. Throughout the year, staff mention the golf outing sponsors and donors at community meetings, and the sponsor relationship is also featured in NEDSRA's "Putting People First" video, which is shown at meetings, events, and on three local cable stations in the service area.

6 Goal Setting & Evaluation

Evaluate your event each year including the planning, implementation, and sponsorship areas. Continue to research other events to generate and incorporate new ideas to bring to your golf outing fundraiser. Brainstorm what aspects of the event could have a possible supporter.

Capitalize on your sponsors contacts each year. Not only do contacts change, but word of mouth can do wonders in creating a larger database of potential contacts! Be realistic about your revenue goals. The Special Recreation Golf Classic is one of the premier golf outings in the northeast DuPage County area. Through commitment to detail and customer service, NEDSRA shows it truly values the loyal sponsors, golfers, and supporters. A positive, win-win experience is a building block not to be forgotten when following the NEDSRA formula for success for a golf outing fundraiser. LONNA L. CONVERSO is the director of public information lor the Northeast DuPage Special Recreation Association (NEDSRA) During her seven-year career in parks and recreation, she also has worked as the marketing and special events coordinator for the take County Forest Preserves and marketing and community relations coordinator for the Waukegan Park District. Top. NEDSRA executive director Larry Reiner (left) shakes hands with larry Roesch of Larry Roesch Family Auto Group, corporate sponsor of the Special Recreation Golf Classic since the event began in 1991. Below: Entering Its sixth year, NEDSRA's Golf Classic added a new dimension to the '96 event—Electric Mobility's Golf Xpress accessible golf car, used here by a guest at the outing. Photographs by Lonna L. Converse.

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