Financing and Fundraising – Generating New Revenues Bill King CEO www.groupifc.com Quick introduction, talk a bit about the fundamentals of fundraising, and then give some examples of sports fundraising.

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Successful Fundraising A good story 2. People who will respond to that story and give 3. A way to get the story in front of those people No idea if any of you do engage in fundraising. Some of you may think this is of little relevance. That’s up to you. All I want to say today, is that all of you could fundraise. It isn’t complicated. All it requires is these 3 things…

Be the Hero! Only 1 reason people give to charity.

Telling your Story Where storytelling comes in. Fundraisers are, first and foremost storytellers. Think of it like your favourite fairy tale. Any good story needs 3 things. Person in Danger. Threat. Hero Who or what is in danger? Sports people, national pride, health etc.. emotion first.

Who is your Audience? 2nd thing is a pool of people who will respond. Who is going to care about the story? Most likely to give are those who already have a connection.

Building the Relationship Sport is about passion; make them passionate about what you do. Think of it as a romantic relationship.

Raising money from the Many On Website Donations on the day Raffles / competitions Use your audience – those who are passionate about what you do.

Raising Money from the Few Special events Networking One to one meetings Bespoke Approaches Find the wealthy who can give big donations. Could include corporate sponsors as well as individuals.

Finish with some examples to illustrate how this can work Finish with some examples to illustrate how this can work. First some individuals who have funded their careers through Fundraising Nick Symmonds – American 800m runner. Funded trip to the London olympics with an auction on ebay – put his shoulder up for auction and raised $11,500. Cyrus Hostler – his personal website actively asks for contributions and gives updates on his progress Bruno Banani – actual name Fuahea Semi, a Tongan luger, who changed his name – legally – to that of his sponsor, a German underwear firm – in order to fund his career. The IOC didn’t like it and called it “in bad taste” but he qualified and competed in the 2014 winter Olympics Long Jumper Norris Frederick organized a Celebrity Date Auction – go out with an Olympic hopeful. Rose Wezel worked with fellow athlete Falesha Ankton to hold a fundraiser at a cocktail lounge.

Organisations too can learn the lessons Organisations too can learn the lessons. This is a client we have been working with through our Netherlands office. We’ve been looking at their marketing and fundraising options, and come up with a range of opportunities for them. Can’t go into details about what we are recommending, but it goes beyond just corporate sponsorship, to embrace engaging more with their key audiences, so that they are motivated to give. They key is with helping those people understand why it matters – what difference their donation will make.

Maccabi Canada – Raising funds for athletes to compete in the Maccabiah games. Takes place every 4 years in Israel, and referred to as the ‘Jewish Olympics.” Seeking to raise $25m for a lasting endowment. Schemes like ‘Adopt an Athlete”. Large donors can even adopt a team. They also run numerous community sports activities

Paralympics movement. Very good at it Paralympics movement. Very good at it. In the UK we are incredibly proud of the success of our Paralympics team. They ask for donations to ‘supercharge the team’ and help them win medals. This is using multiple medal winning swimmer Ellie Symmonds. £278,000 from major donors, £300,000 from legacies. £4.5mish corporate sponsorship, including gik. £9m overall budget.

Not just GB. Australia is massively successful, raising $4m per year – not including sponsorship. They do a number of fundraising initiatives, including a ‘Scratch and Win’ card scheme and promoting legacies.

Tips for Success Tell your Story Identify your Audience Find the best way to reach them, and ASK! Tips for Success

bill.king@groupifc.com www.groupifc.com Twitter: @billjking Linkedin: billj.king