Current Issue

  • Golf as Therapy

    Why has a golf pro donated hundreds of hours for nearly 12 years – using the sport to help kids who are facing massive medical issues? Kevin Corn calls that a “challenging question,” but he’s loved every minute of it.  Read More

  • Women’s Amateur, Pro Golf Participation on the Upswing

     After decades of female-focused marketing strategies, the golf industry is finally gaining some significant traction in growing this valuable segment of the business.Read More

  • Spare Change Has Huge Impact On Els For Autism Foundation

    Oftentimes you don’t think about it. A beverage at a convenience store costs $2.25 and if you happen to be paying in cash (a rarity these days), you throw the extra .75 into a tip jar or a can for those who might come up a little short later in the day. That kind of giving is so impetuous and frequent that you don’t even think about it. But for one charity, rounding up to the next dollar has had a huge impact in recent years. Read More

MORE CONTENT

Online Exclusives

  • Golf Business LIVE: Aug 2022
  • Golf Business LIVE: Aug 2022

    Jay Karen (NGCOA CEO) and Don Rea (Secretary, PGA of America) return for another episode of Golf Business LIVE powered by Club Caddie! They cover the latest news and react to headlines from across the industry. Plus, National Golf Foundation CEO Joe Beditz joins the program! As we've crossed the halfway point in 2022, find out what trends are standing out to him and what's on the NGF's radar with 2023 now looming on the horizon. How does this impact your golf business?Read More

November 2022

Reinventing Charity Events

How to add new life (and revenues) to fundraisers 

By Doug McPherson

Chances are good – really good – that when the topic is charity golf events, you’ll be talking about the traditional four-person scramble that lasts six hours and includes box lunches and awards.
 
“Over 98% of the nearly 300,000 charity golf events follow this format,” says Paul Courter, chief operating officer of Perfect Golf Event, a Florida-based company that helps groups manage fundraising golf events.

Is it time you hit the refresh button on your events? GB asked Courter what that might look like, along with other questions.

Q: What are some newer formats for charity events?

PC: Our most popular format is a full 18-hole, par 3 event. We move up the tee boxes, feature hole-in-one contests on all holes and finish with an 18-player shootout. For examples, visit: Islandschoolgolfschootout.com, rbfohgolf.com and Sightintosoundgolfshootout.com.

The advantages are: The event is complete in under four hours; six-person teams offer more networking opportunities; the nonprofit can sell more holes and raise more money; and it’s fun for spectators.

Other format options:
Play nine regulation holes and nine par 3 holes, so move tees up on five of the holes to get nine par 3 holes.
 
Play a full round but add a $1 million shot shootout following the round to end on a high note. These are usually held on a hole near the clubhouse so you get spectators.

Play a full 18-hole round in the morning and a nine-hole par 3 event in the afternoon for casual golfers. Everyone gathers for an awards reception.

Q. Do you have a specific example of an event that used a new format and improved head counts and money?

PC: The Island School event [in Boca Grande, Florida] has been held eight years and the revenue grows each year ($150,000 plus net) and is always sold out. It supports a 52-student, K-5 private school. Thus you don’t need to be a major nonprofit to be successful.

The Folds of Honor [a nonprofit that honors veterans] launched an event three years ago in North Carolina, a competitive market for charity golf events. They introduced the 18-hole par 3 concept and sold out the first year, raising more than $100,000. The attraction is the shorter round and more opportunities to win hole-in-one prizes.

Q. What are common mistakes course owners make in hosting charity events?

PC: Course owners leave a lot of money on the table. This applies to both private and public courses. Charity event organizers all spend money on contests, player gifts and signage. Our experience is that the majority of courses ignore these opportunities to generate revenue. They basically give the organizer a standard contract and set a date. The day of the event, they launch the carts, and after the event, they help with scoring.

If they would provide focus on helping the organizer have a more successful event, they not only would generate more money, but also generate repeat business and referrals.

They should help organizers with technology, format ideas, input on the right sponsorship and player package and marketing tips. A more consultative approach establishes a relationship with the organizer that can continue each year. Also, by helping with the event, they can increase player participation, which increases revenue.
 
Public courses miss a great opportunity to increase business before and following the event. We recommend organizers work with the course on a “preview” day prior to the event that features an introduction to the course, a 30-minute swing clinic and a round of golf with breakfast or lunch. Many players in charity golf events are casual golfers, so this makes them feel prepared for the actual event. In addition, offer pro shop specials on balls, equipment, etc. 

Public courses also miss the opportunity to bring golfers back to their course. Why not provide each participant a special invitation/rate to return within 60 days of the event to play again? Have them invite friends.

Also, call your own course and ask about hosting an event to see how long it takes to get to the right person.

Have a dedicated extension for outings. And track inquiries versus results to learn why a charity chose another course. 

Share/Bookmark

Leave a Comment

Yamaha

Toro

Featured Resource

Bright Ideas Archive

Brought to you by ValleyCrest Golf MaintenanceBright Ideas Icon 
Access some of the most creative ideas golf course owners and operators have to offer within the Bright Ideas area of the GB Archive.Read More

GB-Subscribe
November 2022 Issue
  • CONTENTS
  • DIGITAL FLIPBOOK



GBweekly

Connect With Us


facebooktwitterNGCOABuyers GuideYouTube