3 Reasons Why Golf Tournaments Can Be a Hole-in-One for Cause Marketing
In 2021, more than 106 million people reported a connection to golf either by playing, watching, or having an interest in the sport. With a sizable audience, it is no surprise that golf can be a key driver in charitable giving. The National Golf Foundation estimates roughly $4 billion given annually, an attractive figure, especially for healthcare fundraisers challenged with the vital task of raising funds to secure resources to support the hospitals' efforts in providing cutting edge patient care and conducting lifesaving research.
COVID-19 changed the way healthcare systems approach fundraising, emphasizing the need for high performing events that generate generous funding. While smaller events like the tried-and-true fun runs or lavish galas have served hospitals well in raising funds and engaging with the community, golf tournaments could be the answer for healthcare systems that need an event to produce sizable donations.
Three reasons why golf tournaments are game-changers for healthcare systems:
The right mix of donors - successful fundraising
Healthcare systems are tasked with creating engaging philanthropic events that reinforce positioning as community leaders and convey their value in the community. Golf tournaments attract everyone—avid players to the casual spectator seeking fun and relaxing events. Participants use their network to build teams, a component of golf tournaments that expand demographic reach.
Apart from being a fun event for people of all ages, an additional benefit is it attracts a higher household income demographic that is more likely to donate. Avid golfers are in a donor bracket that sits at a sweet spot for professional tours like the PGA Champions. Meeting and golfing with the pros in Pro-Ams is a selling point that golf enthusiasts won't pass up and are willing to donate big money to check off their bucket list. Golf tournaments also have several additional ever-evolving revenue drivers that participants and golfers will want to partake in, adding to your overall fundraising goal and appealing to an already interested audience: donation appeals both virtually and in–person, hole sponsorships, best ball contests, putting contests and matching gift requests.
The Pros and entertainment drive additional funds
Quickly approaching is the Boeing Classic, Aug. 8-11, a professional golf tournament in Washington. The beneficiary is the Benaroya Research Institute at Virginia Franciscan Mason Health (VMFH), an institute that advances science that will predict, prevent, reverse and cure diseases of the immune system.
Like many states with multiple pro teams, Seattle fans have the best of both worlds with the Boeing Classic and Seahawks teaming up for this charitable tournament.
The week of the Boeing Classic includes a celebrity tournament to golf with Seahawks legends at the Seahawks Rumble at The Ridge, followed by two days of Pro-Am play to golf with the pros. Both tournaments are pivotal fundraising opportunities for the beneficiary and networking opportunities for the participants.
Since its inception, the Benaroya Research Institute at Virginia Franciscan Mason Health (VMFH) has raised more than $10 million for immuno-compromised research, a testament to a great partnership with the Seahawks and Boeing, and its contribution to raising awareness through the golf tournament.
Fundraising opportunities include but are not limited to raffle tickets, auctions, and special dinners. The Friday of the Boeing Classic includes a gala with a live and silent auction that includes sports experiences and signed memorabilia. Additionally, there is a virtual auction promoted in partnership with the Seahawks for tickets to the home-opener and sideline passes, along with other experiences and memorabilia.
Visibility and engagement
There may be instances where healthcare systems aren't able to be the host or the beneficiary of a golf tournament—that doesn't mean they can't still align with the event and see benefits.
A great example of a healthcare system sponsoring a golf tournament and generating fundraising dollars is the Dominion Energy Classic (PGA Champions Tour), Oct. 21-23, where VCU Health is a major sponsor. Through this partnership, VCU Health's development team is able to connect with their high-profile donors, using the event as a key touch point to help facilitate donations to the health system. Exposure is also baked into this partnership, with significant marketing assets like 60-second spots on the national golf channel and an onsite activation presence. National commercial spots are great for highly ranked service lines and may assist with patients coming from out-of-market, for cancer care or transplant surgeries.
Health systems looking for a high-performing event to drive revenue, golf tournaments could be a top contender. These events deliver an exciting annual experience for community members, help reach fundraising goals, and ultimately reinforce brand messaging as a leader in the community.