MARKETING, FUNDRAISING
& PROMOTIONS FOR SPORT,
RECREATION & FITNESS
PROGRAMS

by WILLIAM F. STIER, JR.
1st edition, 845 pgs, $84.95
ISBN 978-0-89641-387-0

 

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INSTRUCTORS RESOURCE MANUAL
AVAILABLE UPON ADOPTION ONLY
ISBN 978-0-89641-435-8


Marketing, Fundraising and Promotions for Sport, Recreation and Fitness Programs was written specifically for those desiring to gain a greater insight into the world of marketing, fundraising and promotion within the world of sport/recreation management and athletic administration. The material encompasses three distinct yet related areas (marketing, fundraising and promotions) that almost all managers and administrators will find themselves involved, to some extent, in almost every sport, recration or fitness organization. The book is written from a very practical perspective. It provides the theory of marketing, fundraising and promotions coupled with practical experiences of the author's over 30 years of exerience serving in managerial and administrative roles as well as athletics director, municipal recreation manger, fitness club manager/director and country club owner/manager.

The book is divided into five sections. The first section deals with an introduction to the processes of marketing, fundraising, promotions and public relations for sport, recreation and fitness organizations. The second section provides an introduction to working with fans, patrons, prospects, clients and the general public. The third section centers on the theory and the reality of publicity, public relations, promotional activities and fundraising for sport and recreation programs. The practical aspects of fundraising are included in section four where tecniques, strategies and tactis are explored in great detail. Section five continues the practical approach by detailing how sport administrators and recreation managers can go about raising solely needed money using strategies that can also promote their programs and market their organizations. Finally the appendices contain a wealth of helpful information and resources that will aid the reader in formulating successful plans to marketing efforts, fundraising projects and promotion strategies.

Unique features of the book include: first, the presence of 678 concepts strategically placed throughout the 20 chapters. These concepts are applicable to almost any sport, recreation and fitness situation. A second unique feature is the presence of chapter objectives that are provided at the beginning of each chapter. The third unique feature is the discussion and review questions found at the conclusion of each chapter. A specific chapter on sales and salesmanship is another unique feature found in this book. A fundraising-planning template as well as the fundraiser organizer comprises the fifth unique feature. The final unique feature is the presence of real-life success stories in marketing, fundraising and promotions.

CONTENTS

• SECTION ONE:
  INTRODUCTION TO MARKETING, FUNDRAISING, PROMOTIONS AND PUBLIC RELATIONS
  

  Chapter 1
  OVERVIEW TO SUCCESSFUL MARKETING, FUNDRAISING PROMOTIONS AND PUBLIC RELATIONS
  
  Chapter 2
  ORGANIZATIONAL AND ADMINISTRATIVE INGREDIENTS OF MARKETING FUNDRAISING PROMOTIONS AND PUBLIC RELATIONS
  
  Chapter 3
  MARKETING CONCEPTS, STRATEGIES AND RELATED ACTIVITIES IN SPORT AND RECREATION

• SECTION TWO:
  WORKING WITH FANS, PATRONS, PROSPECTS, CLIENTS AND THE GENERAL PUBLIC

Chapter 4
RALLYING FANS, ORGANIZING SUPPORTERS AND MOBILIZING CONTRIBUTORS ON BEHALF OF THE SPORT OR RECREATION ORGANIZATION

Chapter 5
WORKING WITH OTHERS — THE KEY TO SUCCESS

Chapter 6
SALES AND SALESMANSHIP


• SECTION THREE:
  THE THEORY AND REALITY OF PUBLICITY, PUBLIC RELATIONS, PROMOTIONAL ACTIVITIES AND FUNDRAISING
  

Chapter 7
MEDIA RELATIONS IN SPORT — GENERATING PUBLICITY, EXPOSURE AND POSITIVE PUBLIC RELATIONS

Chapter 8
PUBLIC RELATIONS AND PROMOTIONAL ACTIVITIES — WORKING WITH VARIOUS CONSTITUENCIES

Chapter 9
PROMOTIONAL ACTIVITIES AND FUNDRAISING TECHNIQUES — THE ART AND SCIENCE OF RAISING MONEY

Chapter 10
SUCCESSFUL PRAGMATIC APPROACHES TO THE RAISING OF RESOURCES


• SECTION FOUR:
  TECHNIQUES, STRATEGIES AND TACTICS OF FUNDRAISING
  

  Chapter 11
  SINGLE PERSON CULTIVATIONS AND PROFIT CENTERS
  
  Chapter 12
  UNDERSTANDING CORPORATE SPONSORSHIPS — BUSINESS PARTNERSHIPS
  
  Chapter 13
  ESTABLISING CORPORATE SPONSORSHIPS AND BUSINESS PARTNERSHIPS
  
  Chapter 14
  SPECIAL FUNDRAISING IDEAS, MARKETING STRATEGIES AND PROMOTIONAL TACTICS
  

• SECTION FIVE:
  RAISING MONIES AND PROMOTING PROGRAMS AND ORGANIZATIONS
  

  Chapter 15
  ORGANIZING SPECIFIC FUNDRAISING PROJECTS — UTILIZATION OF A TEMPLATE (FUNDRAISER ORGANIZER)
  
  Chapter 16
  FUNDRAISING PROJECTS GENERATING UP TO $3,000
  
  Chapter 17
  FUNDRAISING PROJECTS GENERATING FROM $3,000 TO $5,000
  
  Chapter 18
  FUNDRAISING PROJECTS GENERATING FROM $5,000 TO $10,000
  
  Chapter 19
  FUNDRAISING PROJECTS GENERATING MORE THAN $10,000
  
  Chapter 20
  A GLIMPSE INTO THR REAL WORLD OF MARKETING, FUNDRAISING AND PROMOTIONS — SUCCESS STORIES IN SPORT AND RECREATION
  

• SECTION SIX:
  APPENDICES
  

  Appendix A: Suggested World Wide Web (www) Sources
  
  Appendix B: Starting an Athletic Support Group
  
  Appendix C: Sample By-laws Guide for Booster Clubs
  
  Appendix D: Membership Plan for a Sport Group
  
  Appendix E: Sample of Logos for an Athletic Program
  
  Appendix G: Athletic Fundraising Request Form
  
  Appendix H: Partial Listing of 1,019 Corporations and Businesses with Matching Gift Programs
  
  Appeidix I: Mission Statement for Intercollegiate Athletic Departmant at the State University of New York, Brockport
  
  Appendix J: Partial Listing of Fundraising Vendors and Suppliers and Related Organizations/Fundraising Information Resources
  
  Appendix K: College Logo/Name Licensed
  
  Appendix L: Pledge Tally Forms
  
  Appendix M: Further Readings — 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 Recration 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 the marquis Who's Who in American Education, Who's Who in America and Who's Who in International Education and has received numerous honors and awards.