Chapter 4: Events
IN THIS LESSON
Events—More Than a Party, A Purpose
Events are a natural part of any youth soccer organization. They can range from a large community-wide festival to a small, intimate gathering for your most dedicated supporters. While a car wash or a bake sale can raise funds, a strategically planned event is a powerful tool in your fundraising toolkit. Events are not the end goal; they are a means to an end, serving a specific purpose within your larger development strategy. The most important thing is gathering all of the participant's data, which, as you might have guessed based on the building blocks of these lessons, should go into the CRM system and be managed appropriately.
Events in the Fundraising Ecosystem
Within the Clubhouse of Development, events sit on the ground floor, alongside Annual and Membership Giving. This is a critical placement. It signifies that events are foundational for building a broad base of support and introducing new people to your mission. They are often the first interaction a community member has with your organization outside of a game or practice. It is highly recommended that community events be mission-centric. A "Soccerfest" is a great example of an event that is directly tied to the sport and can draw in a wider audience. In contrast, a golf tournament or a gala, while popular in other sectors, may not be as directly mission-related and might exclude a large portion of your community.
A successful event is designed to achieve one of two primary goals:
Generate Revenue: Large, community-facing events like a "Soccerfest" are designed to raise funds through sponsorships, ticket sales, or raffles.
Cultivate Relationships: Smaller, more personal gatherings are designed to build deeper relationships with key supporters and introduce them to your work in a more meaningful way.
Types of Fundraising Events
1. Community & Revenue-Generating Event
These events are highly visible and are excellent opportunities to raise money and grow your community. They can also be a key asset to sell to corporate sponsors. A "Soccerfest" is a perfect example of a mission-centric event. A successful event of this nature can attract a large number of participants and garner significant "impressions" for sponsors.
Goal: Raise a specific amount of money and/or attract new supporters.
Audience: The entire community—players, parents, local businesses, and community members.
Example: A Soccerfest could offer various sponsorship levels, tied to tangible assets like physical and digital impressions, and highlight opportunities for a business to be associated with an event that promotes youth development and community engagement.
2. Cultivation Events
These events are smaller, more intimate gatherings with a select group of high-potential donors. The goal of a cultivation event is not to make a direct ask but to educate, engage, and build the kind of deep relationship that leads to a major gift.
Goal: Strengthen relationships with a small group of key donors.
Audience: A handful of high-net-worth individuals, foundation officers, or corporate partners.
Example: A small dinner hosted by a board member for 5-10 community leaders. The Executive Director presents a brief overview of the organization's mission and impact, followed by an open Q&A. The event concludes with a simple "thank you" and a promise to follow up, with no financial ask made.
Keys to a Successful Event
Regardless of the type, a successful fundraising event requires careful planning and execution.
Define Your Goal
What, specifically, do you want this event to achieve? Is it to raise $5,000, secure three new corporate sponsors, or engage a key group of donors?
Know Your Audience
Tailor the event to the people you are inviting. A community-wide Soccerfest should be fun and family-friendly, while a cultivation dinner should be educational and engaging.
Budget Wisely
A well-run event should have a clear budget that minimizes costs and maximizes the amount of money raised.
Focus on the Mission
The event should always reinforce your mission. Use the opportunity to tell stories of impact and remind people why they are supporting you.
Don't Forget Stewardship
The work isn't over when the event ends. Be sure to follow up promptly with every attendee, thank them, and continue to build that relationship.