ACT Sport & Rec

Generating a new revenue stream for sport March 2015

Partnering with the ASFAGENDA

About the Australian Sports Foundation

Introduction to philanthropy

Size of market

Philanthropy and sport

Fundraising with the ASF/what others are doing

Fundraising for sport – overview & key principles

Building your story

Designing your campaign

Case Study – Surf for Life

INTRODUCTION TO THE ASF

Formed in 1986

Development of sport in Australia

Tax deductibility

Grassroots – Elite

>$250m

>640 active projects

Historically a largely administrative offering

Reactive, low profile

Rigid rules, could be hard to deal with

Fundraising for Sport

Captain Allan Border is chaired off by his teammates after Australia had won the World Series Cup at the MCG in 1986

Fundraising for sportINTRODUCTION TO THE ASF: SPORT INCENTIVE PROGRAM

Fundraising for SportINTRODUCTION TO THE ASF

We have transformed

New skills and capabilities (fundraising, marketing)

Enhanced technology (online donation, CRM for effective donor analysis)

Simplified processes and reduced administration for all Sport Incentive Projects

Support all projects that further the “development of sport”

Focus on project outcomes, not expenditure or inputs

Fundraising for our own grants programs (eg Giving4GrassrootsTM/G4GTM )

Promoting sport as a deserving vehicle for philanthropy

…to help substantially increase the amount of funds raised for sport

Fundraising for SportPHILANTHROPY OVERVIEW

What is philanthropy?

The word “philanthropy” comes from the

Greek, meaning “love of humanity”. Modern

interpretations of this have developed to

generally mean, “the desire to promote the

welfare of others, expressed especially by the

generous donation of money to good causes”

Good cause, 31.5

Respect the work, 22.9

Sympathy, 14.3

Curing illness, 13.1

Trust, 5

Religious obligation, 4.8

Better world, 3.8

Obligation, 3.8

Source: Giving Statistics, ourcommunity.com.au

Fundraising for SportPHILANTHROPY MARKET

In 2012

4.5m taxpayers (35%) made tax deductible donations

$2.24bn was given by individuals

$300m distributed by PAF’s

Average tax deductible donation c$494 (trebled in a decade)

Americans gave1.9% of income…..Australians 0.33%

Online giving increasing exponentially

Fundraising for SportPHILANTHROPY AND SPORT

Of $2.24bn of private philanthropic donations less than 1% went to sport

ASF c$20m pa

PAF distributions of $300m included c$88k to “sport and recreation”

It is estimated that more than 8% went to the arts

Private donations estimated at $150m

PAF distributions $32m

Arts donations growing at >10%pa

Fundraising for SportPHILANTHROPY AND SPORT

Why give to sport?

Sport is part of the fabric of our life:

82% aged 15+ participated in sport in 2011

Nearly 50% aged 15+ attended a sports event

Sport is a great teacher of “life skills”

Sport has been shown to positively impact health, education, gender, disability, mental health,

social welfare, tolerance and reconciliation, etc

We want to make it as natural for philanthropy to give to sport, as to any other cause

Fundraising for SportFUNDRAISING WITH THE ASF

Over $250m has been donated to sport through us since 1986

In the last 5 years 73% of donations by # were <$1k, 20% $1-$10k, 6% $10-$50k, 1% >$1m

The largest donor has donated over $11m to his chosen sport (golf)

YTD 31 January 2015:

Registered Projects up 7% on PY, Donations up 29% on PY

7% of Projects <$10k, 41% $50-$250k, 46% $250k-$1m, 6% >$1m

120 donations >$10k, 10 donations over $100k, largest individual donation $300k

Overseas, many major sports clubs have established Foundations to raise money for youth development,

participation and elite performance (eg Liverpool , Arsenal, Tottenham EPL clubs)

Yet sport still does not naturally see philanthropy as a core ongoing revenue stream

Fundraising for SportFUNDRAISING WITH THE ASF

Our project partnersA selection of ASF Projects

OVERVIEW & KEY PRINCIPLES

FUNDRAISING FOR SPORT

DIFFERENT WAYS TO FUNDRAISE

Fundraising for Sport: An overview

Goal

Target audience(s)

Story/message

Available resources

Mechanisms

Donor engagement plan

Timeline and execution plan

Measurement of success

A successful fundraising strategy will address

KEY PRINCIPLES OF FUNDRAISING

Fundraising for Sport: An overview

Fundraising for SportBUILDING YOUR STORY

Need Cause

Ask Impact

Story

Fundraising for SportBUILDING YOUR STORY

Engage your audience, generate “share-ability”

Evoke emotion, draw on personal experience

Make the reader/listener CARE

Demonstrate change and impact

Creates imagery in the mind of the reader

Use pictures and infographics

Features of a good story

Fundraising for SportDESIGNING YOUR CAMPAIGN

STORY

Audiences

Assets

Credibility + Experience

The Pitch or Hard Sell

Donor Return

Project Plan

Impact + Outcomes

Culture, Resources, Governance

Fundraising for SportKEYS TO A SUCCESSFUL CAMPAIGN

The story is the bedrock of any campaign and central to all activity

Focus on the assets you have access to for execution

YOU HAVE TO ASK!!

It is just as important to communicate with donors after the donation as it is to

secure it at the start

Communicate your impact

Establish and continually review your project plan to stay on track of goal

Build fundraising into day-to-day operation and set a culture. Must be led by

CEO/Board. Team must be bought into need and strategy

Case Study

Surf for Life

Surfing Australia

Surf for Life ProgramPurpose

To support the continuation and expansion of the Surf for Life project, creating lasting change for underprivileged Aussie Kids. Strategically important for Surfing to build participation among low socio-

economic demographic. Targets for the program include:

Helping underprivileged

Aussie KidsTargeting 2000 Kids Raising $200,000pa

Surf for Life ProgramFundraising Strategy Overview

TARGET FUNDS$200k pa

NEEDNeed to raise $200k per year in order to put 2,000 disadvantaged Aussie kids through the Surf for Life program.

BENEFITProviding this opportunity to underprivileged Aussie kids will assist with 3 key outcomes: • Social Inclusion by having access to a mainstream activity program• Life changing opportunity and lasting change by linking social outcomes with program participation• Health, Safety & Leadership by providing exposure to healthy lifestyle choices and skills through the sport of surfing.

TIMINGFundraising campaign to have a major splash in February 2015 and through SurfGroms registration, then again towards the end of Summer.

STORY CONSIDERATIONSHave already produced some great results with some great content to be used within campaign. $130,000 + raised with 1,250 disadvantaged Aussie Kids through the program.

Surf for Life ProgramSuggested Background Story

The Surf For Life Project has been developed by Surfing Australia with initial support from the Quiksilver Foundation to enable underprivileged kids from all around Australia to experience the joy of surfing for the very first time.

In November 2012, the Quiksilver Foundation held their annual Awaken the Spirit Art Auction & World Champions Ball, and raised over $80,000 to put more than 500 underprivileged Aussie kids through the Surf for Life program.

Working with a number of charities around Australia, Surfing Australia visited remote communities right across the country and offered local kids the opportunity to try surfing for the first time in their lives.

From Arnhem land in the Northern Territory to Wilcannia in the remote far-west of NSW, underprivileged kids joined the Surf for Life program and enjoyed the ride of their lives!

Surfing Australia now wants to continue this fantastic initiative into 2015 through the Surf For Life Project, but to do so we need your help!

By donating today and helping to raise enough funds to put a further 2000 underprivileged Aussie kids through the Surf for Life program this Summer, you will be helping to change their lives for the better.

HOW CAN YOU HELP?We would love you to make a tax deductible donation by clicking here

WHERE WILL YOUR DONATION GO?We commit to ensuring 100% of funds raised as part of this campaign will go direct to running the Surf for Life project.By making a donation to the Surf for Life project you will:• Help fund the participation of underprivileged children within the Surf for Life program = Social Inclusion• Create great social outcomes by encouraging kids to attend school more so they get selected on to the program

= Creating Opportunity and Lasting Change• Exposure to healthy lifestyle choices and skills through surfing = Health, Safety and Leadership

Surf for Life ProgramSuggested Background Story

$20Registers one underprivileged Aussie kids into the Surf For Life

program

$50 Funds the travel and registration costs for one Aussie kid

$160Pays for accommodation, travel and registration costs for one

underprivileged Aussie kid

$750 Pays for the transport and registration of a group of 16 kids

$1450Funds 16 Aussie kids for the Surf for Life program and pays for their

accommodation and transport

Surf for Life ProjectCampaign Execution

Networkmarketing

Directmarketing Social Web Media

An integrated campaign using the following channels will create the best platform for success for the Surf for Life project:

Campaign extension opportunities can also be explored in relation to the following :

Sponsor channels

Major gifts

Fundraising for SportNEXT STEPS

Consider priority projects currently unfunded/with insufficient funds

Discuss with Exec team and/or Board

Do you have the time to truly commit to a fundraising project?

If “yes” register a project online (asf.org.au/fundraise-with-us/)

Contact us for advice, assistance and support

Develop a strategy

Execute!