MERCANTILE’S THREE KEYS TO FUNDRAISING SUCCESS:

1. A long-standing and loyal alumni base
2. Clear and consistent donor stewardship
3. A clear focus on equipment as their fundraising priority

A strong culture of giving

Mercantile’s strength comes from the people who have passed through the club over many generations. Fondly described as “the ultimate team sport”, the nature of rowing creates close connections, and many former athletes remain involved and continue to support the club well beyond their competitive years. As Treasurer Duncan MacKinnon explained,

“They genuinely want to help young people have the same experience that they had when they were young. They also genuinely want to help the club because they believe in the future of the club.”

That connection has shaped a long-standing culture of giving. Alumni understand the demands of the sport and the reality that high-performance rowing simply cannot exist at Mercantile without external support. Many offer their support as donors, contributing directly to the club for short-term needs for equipment and travel costs for athletes, but also long-term projects like the future boathouse redevelopment, through the Mercantile Foundation.

This culture has also been strengthened by consistent leadership. Andrew not only acts as the Foundation Fundraising Manager, but he also contributes significantly financially and keeps donors closely connected to the club’s needs and progress.

The approach is intentionally personal, and involves identifying potential donors individually and reaching out directly, rather than relying on broad email or social media appeals. Most major gifts begin with a direct conversation, and that personal approach has helped maintain strong relationships and encouraged donors to stay involved across decades, reinforcing a cycle where each generation gives back to support the next.

Stewarding donors with care and consistency

Clear communication has been central to how Mercantile maintains trust and long-term commitment from its supporters. The club has kept detailed donor records dating back to the 1980s, which helps ensure supporters are recognised and remembered long after their involvement with the club. Every donor, regardless of the size of their contribution, receives a six-monthly impact report from the Foundation that outlines exactly how the funds are building, and how the Foundation's grants to the club have been used. These updates help keep people connected to the club’s progress and reinforce the value of their involvement.

More recently, the club has strengthened its recognition efforts by introducing a donor board in the boathouse that highlights the names of both past and current supporters who have made larger contributions. It has become a simple but meaningful way to acknowledge the people who have helped pave the way for the club’s continued success, and provide the current cohort of athletes with a reminder of how much they owe past generations.

The Foundation has also introduced donor luncheons in the boathouse as a way to thank supporters in person and share what has been achieved, which will continue annually. These events provide an opportunity to speak directly about the club’s needs, acknowledge those who have contributed, and highlight the athletes and programs that benefit from this support. As Andrew noted,

“People give when they can see how their contribution is helping. We have found that transparency makes a real difference.”

Together, these touchpoints have created a stewardship approach that feels genuine and personal, strengthening relationships that often span decades.

Equipment at the centre of their fundraising strategy

Equipment has become the foundation of Mercantile’s fundraising strategy, giving donors a clear and tangible way to contribute. Boats, oars and essential equipment require constant investment, and most major purchases in recent years have been fully or partially funded through donations, whether directly or through grants from the Foundation.

“Today, most of the new equipment purchased by the Club comes from donations. It has taken some fifteen years to achieve this result.”

Mercantile also operates two dedicated funds: an Equipment Fund and a Foundation Fund. Donors can choose where their contribution goes, depending on whether they want to support immediate equipment needs or invest in longer-term projects such as future facility upgrades. This structure has helped the club meet both short-term and strategic priorities, including helping to fund athlete travel for major regattas.

By prioritising equipment and planning ahead for major projects, Mercantile has created a more stable financial footing in a sport where costs continue to increase.

revSPORT: Introducing everyday giving through memberships

To ensure the club’s financial sustainability going forward, Mercantile is developing a regular giving strategy, and integrating ASF donations into revSPORT has become an important part of that work. The integration adds an optional donation prompt to the membership registration process, creating a simple way for members to contribute each year without needing a separate campaign or direct ask. It also allows members to give in a way that suits their circumstances, no matter the amount.

Although still new, the feature has already raised $2,970, with an average donation of $198. Importantly, many of these contributions have come from new members, which shows the potential for revSPORT to support more consistent, broad-based giving over time.

The simplicity of the add-on is a key part of its appeal. The integration is designed to help clubs raise funds for critical needs such as upgrading facilities, purchasing equipment and supporting athlete development, while also reducing administrative workload so volunteers can focus on delivering a strong sporting experience. For Mercantile, it’s another way to embed fundraising into the life of the club.

Supporting the next generation

With rising costs and long-term facility needs ahead, Mercantile is continuing to strengthen the way it fundraises. The ASF platform and the revSPORT integration form an important part of that plan, helping the club keep equipment at the standard required for high-performance rowing and ensuring the next generation has what they need to succeed.

To help Mercantile create pathways for the next generation of rowers, make a donation to the club today.