Go-To Fundraisers When Facing a Budget Crunch

The size and extent of high school athletic budgets vary considerably from setting to setting around the country. Some might be huge and comprehensive, and others might be extremely bare-boned and very limited. It would be surprising, however, if most covered every essential, necessary item needed to operate their program. This just isn’t realistic in today’s world.

Athletic administrators can take one of two approaches when facing this situation. They can throw their hands in the air and bemoan their fate – “We can’t make do with this amount and we’ll have to make cuts” – or some may roll up their sleeves and set about raising supplemental funds to close the gap.

At Chichester High School in Boothwyn, Pennsylvania, Athletic Director John Seman relies on an online fundraising platform to raise additional funds.

“This approach has been a game-changer considering the wide range of socioeconomic backgrounds of our community,” Seman said. “The online platform produces the needed revenue, but it also is very efficient, and accessible in that the coaches and I can easily work with the vendor to establish and launch individual team campaigns.

“The platform is user-friendly and it provides real-time tracking, which is a great motivator. Seeing immediate success builds confidence and enthusiasm not only for the coaches, but for the student-athletes as well. There is a sense of accountability and unity that develops within teams, and the participants can understand their role in contributing to the team’s success. In addition, it can be competitive between teams.

“We are beginning to utilize this approach with the band and other cocurricular activities which further increases opportunities for student engagement and success.”

At Caesar Rodney High School in Camden, Delaware, Bob Beron takes a somewhat different approach.

“Most of our fundraising revolves around community involvement,” Beron said. “When the community feels connected, fundraising shifts from ‘asking for money’ as with donations or purchasing products to ‘investing in a shared mission.’”

“There are three major fundraisers that we rely on which revolve around the community,” Beron added. “They are camps and clinics for the youth, a tried-and-true car wash, and hosting a golf tournament. With camps and clinics, there are virtually no costs involved, and student-athletes and coaches contribute their time and effort. The attendance fee produces a profit, and these events also boost the visibility of our program.”

Beron noted that “a car wash provides a service, and the community can see that student-athletes are directly involved. The community can also feel a personal connection to the athletes knowing that the money raised is going directly to those who are putting in the effort. In addition, students gain leadership and organizational skills by helping to plan and host these events.”

For a golf tournament, Beron and the coaches contact local businesses for sponsorships, donated prizes for each hole, and for items to be auctioned off. This event generates a great deal of financial support, and “It strengthens ongoing relationships, increases alumni engagement, and it becomes an eagerly anticipated annual community event.”

“All of our fundraisers are meticulously planned and have a clearly stated purpose for the generated funds such as new equipment or travel expenses,” Beron continued. “Having a tangible goal is important for community support. Also, hoses, buckets and supplies are secured by students and coaches, and we advertise our events on social media, signs for the day of the event, posts on our website, and word of mouth.”

Referred to as a simple, effective and creative approach, Peter Cardone, athletic director at Uniondale Public Schools in New York, has a go-to fundraiser and it is a sign or banner sale. These vinyl banners, featuring family or company names, can be hung in the stadium, gymnasium, hallways and other designated areas of the school, with script such as: “The Smith Family, proud supporters of (the name of your school’s) athletic program.”

“If you can get a local company to produce the signs for $25, for example, you would charge the family $50, which would be a $25 profit. Also, when you involve your student-athletes in the design of the banners, it provides them with a sense of ownership and pride, which can boost their participation. While I, as the athletic director, contact local businesses and organizations to support this initiative, the coaches and student-athletes spread the word with family members, friends, and neighbors.”

“Once the banners arrive and are hung, we invite the families and businesses to their unveiling,” Cardone continued. “If a family, business or organization wants to continue for the following year, they are only charged $25 because the original banner can be reused. For anyone not wanting to renew, we simply take down their banner.”

Larry Herges, athletic director at Bloom-Carroll High School in Carroll, Ohio, pointed out that an online fundraising portal is simple, extremely effective, and produces a great deal of income.

“Even though the community members know where the money is going, how it will be used, and they will not be getting unwanted products, you can’t keep going back to the same fundraiser year after year,” Herges said. “People get tired of the same approach. We have to be creative.”

From a community engagement standpoint, Herges noted that he has “always loved a reverse raffle. Every team puts together a raffle basket, local businesses donate items for a silent auction, and supportive community members come together for a night of food, fun and entertainment. While you could raise up to $25,000 in one evening, it also creates energy and a connection to your program.

“Our booster club has typically hosted a Night at the Races, which is another fun and productive evening. This is an event that has to be held at an off-campus venue, but it brings the community together to support our program. No one fundraiser should be expected to carry an entire athletic program. It takes some creativity and perhaps multiple approaches.

“The real payoff is establishing and maintaining the support system, and a connectivity with the community to benefit student- athletes. Everything we do should come back to creating better opportunities and experiences for our young people.”

Dr. David Hoch is a former athletic director at two high schools in Baltimore County (Maryland) for 16 years. He has 24 years of experience coaching basketball, including 14 years on the collegiate level. Hoch, who has a doctorate in sports management from Temple (Pennsylvania) University, is past president of the Maryland State Athletic Directors Association, and he formerly was executive director of the Maryland State Coaches Association. He has had more than 800 articles published in professional magazines, as well as four textbook chapters. Dr. Hoch is the author of five books: Coaching within the Education-Based Athletics Concept; The Parents’ Guide to Education-Based Athletics; Leading an Education-Based Athletic Program; A Lifetime of Memories from Education-Based Athletics: Humorous, Inspirational and Occasionally Sad; and Refocusing on Education-Based Athletics – A Call to Action. Hoch is a member of the NFHS High School Today Publications Committee.