We hear all too often from clubs, “Asking for donations during the off-season is hard, our supporters are just less engaged”
This particularly disadvantages Summer Sports as the biggest giving time of the year is during the middle of winter, Tax Time. So how does a summer sports club engage it’s donors to take advantage of the biggest giving time of the year?”
It’s easier to slowly lead your donors towards a donation, rather than desperately pushing them in to it come June 30. As the end of the financial year creeps closer now really is the time to start getting prepared and planning your donation push. If you’re going to receive donations this season your best shot is likely to be in June but that doesn’t mean all your communications should come in June, especially if you’re campaigning in the off-season.
It may seem like a long while away but getting started now will mean your donors are thinking of you and your club when all the other charities come knocking June 30!
When you go out to your community to ask for donations, make it clear why they should help now and remember that “because it’s tax time”, while an important point, is not going to work for everyone.
Even though your season of sport has wrapped up, sell your fundraising project as something that will benefit the club for the coming season:
May and June are the most popular months for tax-deductible donations by a huge margin and they fall right in the middle of winter sports season so it’s the perfect time to push your message and maximize on donations.
Make sure your supporters know that their donation is going to make an important difference and let them know of the timing impact – if they donate this financial year when will the funds be spent by the club?
Regardless of what season your sport is played, events are always a great opportunity to ask for support through a donation. If they’re attending your event, then they are obviously already connected to your organisation and know what you’re about, so don’t focus on selling that element to them. We talk more about events in another article that you can read here but for now, think about the opportunities you have coming up where you could ask for donations:
Every club is different, some members are super engaged and willing to donate and some know the value of tax-deductions and will be eager to take advantage of the opportunity. On the other hand, some members will be tougher to win over and will require more attention and you’ll have to spend a bit more time communicating with them. Even if it is your off season, end-of-financial year is peak time for donations and one not to miss out on.