Charity golf tournaments at the amateur level are BIG business. Estimates vary but the most recent numbers show over 1 million fundraisers in North America raising more than $3-1/2 BILLION annually. In the coming months we will examine the charity tournament business in detail. Let’s start off this month with the question, “What do golfers want?” If you live in New England, chances are you have been approached to play in or sponsor a charity golf tournament. Within 50 miles of you there are more than 100 charity golf tournaments held every week during the season. Golfers can choose from dozens of events in their “backyard”. So what are the major factors that influence their decision? Quality Golf Experience: Golfers tell us the quality of the host course will play a significant role. Is it an exclusive, private country club that you have never played before? Is it a destination resort on the Cape and Islands that could be a mini-vacation for the family? Is it one of the top tier courses on your personal “Must Play” list? The quality of the golf course is the number one determining factor at charity golf tournaments. All things being equal, try to line up the best available facility for your event.
Perceived Value: Not every event can justify a 5-star course and mega greens fees. So how do you make your event stand out from the competition? A modestly priced course in great condition, with good quality food and drink, excellent service and an attentive staff will create a positive buzz from your players and sponsors. Throw in several unique sponsorships, promotions and a quality player’s bag and you are well on your way. Have your participants leave the event excited about returning next year.
Set Your Agenda: After 5+ hours on the course the best events have a brief, action-packed dinner and awards presentation. Give out lots of prizes and recognition but orchestrate the agenda as if you are producing a 60-second commercial. Avoid any drawn out presentations. Think fast paced entertainment.
Next Month:
Show me the money…SPONSORSHIPS
Neil Policow is a Partner in LeaderBoard of Boston and a member of the Golf Tournament Assoc. of America. Last year his clients raised more than $3 million at their charity events.
About Neil Policow
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