Sports Charitable Giving: Fundraising for a cause beyond #GivingTuesday

Written By Mike LaPorta

It is a significant undertaking for healthcare organizations to raise sizable donations to support capital projects, research, and patient resources. While it may be typical to host fundraising events like walks, runs, and successful galas while also focusing on recognizable charitable campaigns like #GivingTuesday, there are a variety of ways sports partnerships can solicit donations. 

This is where cause marketing comes into play. It is when these events and campaigns are amplified via user-driven content that we can shed more light on key initiatives and inspire action. Cause marketing around charitable efforts can inspire and educate the community on critical healthcare needs and how to support them. 

Maximizing sports partnerships to raise awareness and funds 

In the world of sports, there are many campaigns across different leagues that support and raise awareness for an array of causes. League-wide initiatives like the NFL’s Crucial Catch, NHL's Hockey Fights Cancer or team-specific promotions like the ’Mariners Strike Out Stroke’ night offer healthcare systems opportunities to align current marketing efforts or create new assets to raise awareness and funds. 

By setting aside contractual assets with sports teams to market fundraising, healthcare systems can increase reach, inspire fans to give, and grow their donor base. In-stadium, digital, TV, and radio campaigns that promote fundraising is a way to rally fans in support of a cause and engage with the content. 

Funds can also be raised by providing once-in-a-lifetime opportunities for dedicated sports fans; such as exclusive experiences or signed memorabilia. Virginia Mason Fransician Health (VMFH) has seen success with its sports partnerships by using these fundraising tactics. VMFH hosts auctions for each of its team partnerships to raise money for service lines, research, and other areas of need. Examples of auction items include signed jerseys, and tickets and a Zamboni ride for Seattle Kraken’s Hockey Fights Cancer fundraiser.

Additionally, most sports teams will support their nonprofit partners with a fundraising pledge with built-in assets like a 50/50 raffle or trigger campaign. Healthcare systems can tap into these assets like VMFH, whose agreement with the Seahawks’ Spirit of 12 recognizes the organization as one of 12 nonprofits to receive a sizable donation at the end of the season.  

Here are a few examples of how you can use sports for fundraising:

  • Internal OR team-hosted auction - partnering with sports organizations to amplify giving through events or contractual assets

  • Crowdfunding - join the efforts of an athlete, corporate sponsors, and the community to raise money for a specific cause like Tackle Kids Cancer

  • Use built-in fundraising platforms to amplify efforts beyond the organization’s typical donors (Charitybuzz, Prizeo, or Omaze) like the Seahawks and VMFH’s Co-Captain experience 

  • Negotiate a contracted annual pledge through the sports organization, similar to the pledge the Atlanta Falcons made to support Emory Healthcare’s Winship Cancer Institute 

  • Radiothons are tried-and-true for fundraising and continue to be a solid option to raise money

Inspiring players to give and make a difference

When healthcare systems partner with sports teams, it is vital to seek out the personal stories and journeys of the players. This is a chance for influencers to connect with causes that are close to their hearts, allowing their passions to fuel their desire to make a difference. The right partnerships can inspire players to put their efforts towards hospital service lines, building awareness and encouraging their fans to follow suit. 

Earlier this year, Cincinnati Bengals’ wide receiver, Jack Sorenson, made a sizable clothing donation through the team’s official healthcare provider, Kettering Health. The donated items supported women whose clothing had been taken into evidence during Sexual Assault Nurse Examiner (SNAE) exams. It is heartfelt expressions of charitable giving led by individual players like Sorenson, which showcase how partnerships can inspire positive change and impact local communities. 

Alternatively, agreements can be made with specific players to build awareness and raise funds for causes they are passionate about. Former Atlanta Falcons’ player, Matt Ryan, successfully joined forces with Emory Healthcare to encourage men to prioritize their health through the Healthy Dads campaign. Another example of contracted sports influencers is Seattle Seahawks wide receiver Tyler Lockett, who supports and advocates for heart health with VMFH by donating signed memorabilia and one-of-a-kind experiences to raise funds and awareness. 

Whether you develop a partnership with a sports team or work to forge a relationship with a player spokesperson, these opportunities have the power to impact the community past a “W”. 

If your healthcare system is interested in exploring additional opportunities to raise critical funds to support an array of service lines or causes through sports, Playbook for Health is here to help your team navigate and reach your goal. Contact us today.  

Make a difference this #GivingTuesday 

Today, on the global day of generosity, there are several healthcare systems and causes to support that may align with your passions and interests. 

Mike LaPorta
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