Cash donations add net dollars to an event’s fundraising bottom line. How well does your chapter do in soliciting these donations and what tactics are you using to successfully acquire them? Below, we’ll explore some creative ways suggested by RMEF volunteers that have helped their chapters increase their event’s cash donation revenue.
Understanding Advertising and Donation Budgets
Understanding how businesses view their expense budgets may help in presenting the right option to that business. If a business budgets its expenses, it is likely that their advertising budget is much larger than their donation budget. By simply asking for a cash donation or underwriting, you may be limiting your donation opportunity due to a smaller allocation of funds within the business’ donation budget. Below are some ways to potentially tap into businesses’ advertising budgets.
Identify Specific Support Opportunities
Banquet Merchandise
The most common cash contribution to a banquet is a donation that gives the donor credit for a piece of merchandise ordered by the chapter. Within RMEF, this is referred to as “underwriting” a piece of merchandise. Once your event’s merchandise has been ordered and allocated to a specific event, it’s time to present those options to donors as underwriting opportunities. Many chapters set goals to have all ordered merchandise underwritten for their event. Setting underwriting goals helps with tracking and motivating committee members to do their best.
Presenting Sponsor
For businesses capable of contributing at a higher level, perhaps being a “presenting sponsorship” of an entire raffle or auction best fits their capabilities. Every game or raffle within a banquet creates an opportunity for being underwritten or sponsored. And so do live and silent auctions. Some RMEF events have every item in the live auction underwritten or donated and still could have a presenting sponsor for that auction. As an example, the contribution could be recognized as “Tonight’s live auction is presented by AMC Construction.” Business logos are often included in banners displayed with the auction or raffle and in the banquet program. The amount to be charged for these “presenting sponsorships” varies based on a few factors so work with your regional director to determine what values to place on these support opportunities. And remember that any costs incurred by a chapter such as the caterer, venue, sound system or auctioneer can be underwritten.
Business Card Advertisement
Many chapters offer business card ads within their program, which show eight to 10 business cards on a single 8.5 x 11 program page. RMEF supporters can pay to have their business card included, which typically costs them $50-$150+ per ad. One page can generate $400-$1,500+ in extra cash income for your chapter.
Program Advertisements
To build on the business ad concept, some chapters offer ¼, ½ and full-size page ads in their programs. The cost depends on the number of people at your event, but the revenue from these ads often more than covers the cost of printing the entire program.
Event Sponsor Program
Although it isn’t considered a cash donation, don’t overlook the RMEF event sponsor program, which offers different levels for contribution with various premium merchandise or firearm incentives. If you have a donor who wants something in return for their contribution, the event sponsor program is likely their best option.
Like the “presenting sponsor” suggestions, don’t be afraid to ask for full or partial underwriting for other elements of a banquet. Catering expenses, program printing and facilities are all underwriting options. Some chapters even have a “presenting sponsor” for the whole banquet! A large donation may allow donor advertising placement in all aspects of the event, including mailers, programs and banners at banquet. Think outside the box when asking businesses or individuals to donate. Everything is for sale, and everything offers advertising opportunities.
Upsell the Donor
Don’t be shy about trying to increase a donor’s contribution from the previous year. If they contributed at a consistent level for several years, try to find the right opportunity to entice them to do a little bit more. Building the relationship with the donor and having the right options to present them will help you successfully increase your chapter’s cash donation revenue year over year.
Here are a few more suggestions from RMEF staff and volunteers:
- Whatever your underwriting total was last year, set a goal to increase it for the current year. Start with a goal to completely underwrite the cost of your live auction!
- When attending other community events, look to see who advertises at those events and facilities. Take note of community sports complexes, arenas and community buildings. Which business has banners on fences at baseball games and who has signage at rodeos?
- Look in local publications to see which businesses are advertising through print. Local newspapers, magazines and mailers are filled with businesses that pay to advertise within each publication.
- Encourage donors to also attend the banquet! If they can see how their donation is being used and see the recognition they receive, they’ll be more invested and more likely to continue to offer support.
- Match donors with opportunities to underwrite products that complement their business. Orthopedics doctors can underwrite boot packages. Hearing centers underwrite hearing protection and gas companies can underwrite propane cookers.