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2nd edition, August 2000, 271 pages, $25.95  Review Shopping Cart
ISBN 978-0-89641-358-0


The goal of this book is to provide the reader with insight into the ways and means by which greater support (financial and otherwise) may be obtained and sustained for the athletic arena, at any level.  However, one does not deal exclusively with the topic of fund-raising without also examining, to some extent, other aspects of sport organization, management, and administration.

The topics Fund-raising, Promotions and Public Relations are examined from the perspectives of the coach, administrator and booster organizations with an emphasis on strategies, planning methods and implementations techniques. This publication will enable the reader to understand fund-raising principles and promotional guidelines.

With a thorough understanding of the fundamentals of fund-raising, the basis of a realistic and significant body of knowledge can be formulated. It will develop competency, technical and decision making skills. Observing these fundamental principles, the reader will make appropriate decisions and judgments in the real world of sport fund-raising.


  • CHAPTER ONE:  Introduction to Successful Sport Fund-Raising

    Relationship between Fund-Rasising, Promotions, and Public Relations
    Promotional, Public Relations, and fund-Raising Perspectives of Sport
    Ingredients of Successful Athletic Programs
    Importance of Developing Competencies in Fund-Raising
    Keeping Things in Perspective

  • CHAPTER TWO:  Organizational and Administrative Ingredients of Sport Promotions

    Essential Administrative Ingredients - POSDCoRRFEB
    Resources, Tools, and Assets Available to Support
    Fund-Raising and Promotional Activities
    Resources Available to the Sport Fund-Raiser
    Essential Qualifications of Athletic Fund-Raisers

  • CHAPTER THREE:  Contributors to the Athletic Program

    Athletic Support Groups (ASG)
    History of Booster Clubs within the United States
    Justification for the Existence of Booster Clubs - Athletic Support Groups
    Why Athletic Programs Need Additional 'Financial Support'
    Working with Athletic Booster Clubs and Support Groups in a Wholesome, Productive Atmosphere
    Organizing a Booster Club or Athletic Support Group(AASG)
    Seven Steps in the Establishment of Athletic Support Groups
    Organizational Structure of Athletic Support Groups
    Membership Terms of the Board of Directors and the Corps of Officers
    Financial Considerations of Athletic Support Groups
    Whether to Incorporate or Not
    Benefits to Booster Club Members
    Specific Gifts Accruing to Donors
    Challenges Associated with Booster Clubs or Support Groups
    Controlling Potential Negative "Outside" Influeces
    Handling the "Three O'Clock Booster Wonders"

  • CHAPTER FOUR: Staffing - Personnel and Working with Others

    The Athletic Administrator
    Fund-Raisers are Risk Takers
    Adequate, Skilled, and Viable Leadership
    Responsibilities and Obligations of Others
    The "Lone Ranger" Syndrome
    Dependency upon Others - The Team Concept
    Delegation — The Key to Effective Administration and Management
    The use of "In-House" Staff versus Outside Personnel
    The Use of Athletic Staff
    The use of Volunteers or Boosters
    The Use of Professional fund-Raisers — Headhunters
    Advantages of Additional Assistance
    Centers of Influence
    Hints in the Utilization of Volunteers and Helpers

  • CHAPTER FIVE: Publicity and Public Relations—Working with the Media

    Developing Professional Relationships with the Media
    Determination of What is News
    Negative News versus Postitive News
    Do's and Don'ts of Working with News Media
    Things to Do
    Things Not to Do
    Involvement of Media (Radio, Television, Print)
    Essentials of Publicity
    Tools and Mediums of Publicity (Print, Electronics)
    Radio and Television
    Daily and Weekly newspapers
    Wire Services
    Criteria for Production fo Publications — Programs, Brochures and other Printed Pieces
    Printed materials — Guidelines
    Preparing the Newsletter
    News Releases
    Preparing the news Release
    Minimal Standards for a News Story
    Reasons for Rejection of Releases
    Press Conferences
    What to Do When Holding a News Conference
    What not to Do When Scheduling a News Conference
    Public Service Announcements (PSA) -Obtaining Free Time for your Messages
    Forms of Public Service Opportunities
    Examples of the Use of Tangible "Tools" for Publicity
    Selective Binding Capabilities in Advertising Efforts
    Creation of Stationery — Letterhead and Envelopes

  • CHAPTER SIX:  Public Relations and promotional Activities Working with Various Constituencies
  • Essentials of Public Relations
    Objectives and Goals of Promotional Activities
    The Foundation of Public Relations
    Use of Facilities and Equipment for Promotional Purposes
    Use of Specific Image-Enhancing Tactics for Promotional Purposes
    Use of Operational and Home Event Activities for Promotional Purposes
    Daily Operational Aspects of the Athletic Program
    Handbooks — Policies, Procedures, Practices, and Priorities (4Ps)
    Maintaining Quality and Professionalism
    Concepts for Promotional Activities
    Merchandising Novelty and Premium Items

  • CHAPTER SEVEN: Promotional Activities and Fund-Raising Techniques
    — The Art and Science of Raising Money

  • Historical Perspectives
    Determination of needs
    Realization of Goals and Objectives
    Philanthropic Activities
    Corporate Giving
    Sources of Charitable Contributions
    Contributions to Educational Institutions
    Types of Donations
    Timing of Fund—Raising Efforts
    On-Time Events
    Repeatable Activities
    The Annual Event
    Categories of Vehicles for Giving
    Endowments Provide for Long-Term Support
    Deferred/Planned Giving Programs — Proceeds from Life Insurance
    Attempting to Influence Opinions of Others - Use of Centers of Influence
    Who Contributes
    Facts to be Considered in Soliciting Support
    Known Characteristics of Givers
    Why People Contribute
    Advantages to Advertisers, Contributors, Supporters and Sponsers
    Strategic Plannig for the Generation of Monies for Sport Causes

  • CHAPTER EIGHT:  Pragmatic Approaches to the Raising of Resources
  • Two Approaches to the Raising of Monies
    Feasibility of Raising Funds
    Restrictive Philosophies
    Clearinghouse for Fund - Raising Activities
    Picking Up "Nickels," "Quarters," or "Dollars"
    Limiting Who May be Solicited
    Soliciting and Getting Potential Donors to Actually Contrigute
    Asking for the Money or a Donation
    The funnel Concept of Prospecting and selling

  • CHAPTER NINE:  Techniques and Tactics of Fund - Raising
  • Four Models of Fund-Raising
    Single person (Face-to-Face) Cultivation and Appeals for Resources
    Corporate Sponsorship
    Profit Centers

  • CHAPTER TEN: Special Fund-Raising Projects, Promotional Tactics, and Ideas
  • Sales
    Gambling — Contests of Chance with Prizes
    Specific Fund - Raising and Promotional Projects
    Fund-Raising Activities in NCAA Division 1 Schools
    Fund-Raising Activities in Division 2 Colleges and Universities

  • CHAPTER ELEVEN: Putting Ideas and Concepts to Work in the Real World
    — Specific Fund-Raising Techniques

  • Sport Fund-Raising Success Stories
    A Success Story Behind the Creation of an Athletic Support Group
    Concluding Statements on Athletic Fund-Raising, Promotions, and Public Relations


    Starting and Athletic Support Group
    Sample By-Laws Guide for Booster Clubs
    Memebership Plan for an Athletic Support Goup
    Athletic Fund - Raising Request Form
    Partial Listing of Corporations, Companies, and Businesses with Matching Gift Programs
    Partial Listing of Fund — Raising Vendors and Suppliers
    Mission Statement for the Intercollegiate Athletic Department of the State University of New York, Bockport
    Related Organizations
    Suggested Articles, Books and Publications


About the Author

Dr. William F. Stier, Jr., a distinguished service professor, is the graduate coordinator of Athletic Administration and directs the coaching certification program and the sports management concentration at the State University of New York at Brockport. He received his Ed.D. from the University of South Dakota and began his coaching career in the junior high schools. On the high school level he has coached cross country, baseball, track and field, and basketball and served as athletic director. At the college level, he coached basketball as well as assumed positions of athletic director and chairperson of Health, Physical Education and Recreation in both public and private institutions of higher education. Dr. Stier has authored over 270 scholarly articles and has published sixteen books in sport management, marketing, fundraising and coaching. He presently serves as editor of two scholarly, refereed (blind review) professional journals: The Physical Educator and the International Journal of Sport Management. He is also currently listed in Who's Who in International Education and has received numerous honors and awards.





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