Australian Sports Foundation Presentation

1. ACT Sport & Rec
Generating a new revenue stream for sport
March 2015

2. Partnering with the ASF
AGENDA
About the Australian Sports Foundation
Introduction to philanthropy
Size of market
Philanthropy and sport
Fundraising with the ASF/what others are doing
Fundraising for sport – overview & key principles
Building your story
Designing your campaign
Case Study – Surf for Life

3. INTRODUCTION TO THE ASF
Formed in 1986
Development of sport in Australia
Tax deductibility
Grassroots – Elite
>$250m
>640 active projects
Historically a largely administrative offering
Reactive, low profile
Rigid rules, could be hard to deal with
Fundraising for Sport
Captain Allan Border is chaired off by his teammates after
Australia had won the World Series Cup at the MCG in 1986

4. Fundraising for sport
INTRODUCTION TO THE ASF: SPORT INCENTIVE PROGRAM

5. Fundraising for Sport
INTRODUCTION TO THE ASF
We have transformed
New skills and capabilities (fundraising, marketing)
Enhanced technology (online donation, CRM for effective donor analysis)
Simplified processes and reduced administration for all Sport Incentive Projects
Support all projects that further the “development of sport”
Focus on project outcomes, not expenditure or inputs
Fundraising for our own grants programs (eg Giving4GrassrootsTM/G4GTM )
Promoting sport as a deserving vehicle for philanthropy
…to help substantially increase the amount of funds raised for sport

6. Fundraising for Sport
PHILANTHROPY OVERVIEW
What is philanthropy?
The word “philanthropy” comes from the
Greek, meaning “love of humanity”. Modern
interpretations of this have developed to
generally mean, “the desire to promote the
welfare of others, expressed especially by the
generous donation of money to good causes”
Good cause,
31.5
Respect the
work, 22.9
Sympathy,
14.3
Curing illness,
13.1
Trust, 5
Religious
obligation, 4.8
Better world,
3.8
Obligation, 3.8
Source: Giving Statistics, ourcommunity.com.au

7. Fundraising for Sport
PHILANTHROPY MARKET
In 2012
4.5m taxpayers (35%) made tax deductible donations
$2.24bn was given by individuals
$300m distributed by PAF’s
Average tax deductible donation c$494 (trebled in a decade)
Americans gave1.9% of income…..Australians 0.33%
Online giving increasing exponentially

8. Fundraising for Sport
PHILANTHROPY AND SPORT
Of $2.24bn of private philanthropic donations less than 1% went to sport
ASF c$20m pa
PAF distributions of $300m included c$88k to “sport and recreation”
It is estimated that more than 8% went to the arts
Private donations estimated at $150m
PAF distributions $32m
Arts donations growing at >10%pa

9. Fundraising for Sport
PHILANTHROPY AND SPORT
Why give to sport?
Sport is part of the fabric of our life:
82% aged 15+ participated in sport in 2011
Nearly 50% aged 15+ attended a sports event
Sport is a great teacher of “life skills”
Sport has been shown to positively impact health, education, gender, disability, mental health,
social welfare, tolerance and reconciliation, etc
We want to make it as natural for philanthropy to give to sport, as to any other cause

10. Fundraising for Sport
FUNDRAISING WITH THE ASF
Over $250m has been donated to sport through us since 1986
In the last 5 years 73% of donations by # were <$1k, 20% $1-$10k, 6% $10-$50k, 1% >$1m
The largest donor has donated over $11m to his chosen sport (golf)
YTD 31 January 2015:
Registered Projects up 7% on PY, Donations up 29% on PY
7% of Projects <$10k, 41% $50-$250k, 46% $250k-$1m, 6% >$1m
120 donations >$10k, 10 donations over $100k, largest individual donation $300k
Overseas, many major sports clubs have established Foundations to raise money for youth development,
participation and elite performance (eg Liverpool , Arsenal, Tottenham EPL clubs)
Yet sport still does not naturally see philanthropy as a core ongoing revenue stream

11. Fundraising for Sport
FUNDRAISING WITH THE ASF

12. Our project partners
A selection of ASF Projects

13. OVERVIEW & KEY PRINCIPLES
FUNDRAISING FOR SPORT

14. DIFFERENT WAYS TO FUNDRAISE
Fundraising for Sport: An overview

15. Goal
Target audience(s)
Story/message
Available resources
Mechanisms
Donor engagement plan
Timeline and execution plan
Measurement of success
A successful fundraising strategy will address
KEY PRINCIPLES OF FUNDRAISING
Fundraising for Sport: An overview

16. Fundraising for Sport
BUILDING YOUR STORY
Need Cause
Ask Impact
Story

17. Fundraising for Sport
BUILDING YOUR STORY
Engage your audience, generate “share-ability”
Evoke emotion, draw on personal experience
Make the reader/listener CARE
Demonstrate change and impact
Creates imagery in the mind of the reader
Use pictures and infographics
Features of a good story

18. Fundraising for Sport
DESIGNING YOUR CAMPAIGN
STORY
Audiences
Assets
Credibility +
Experience
The Pitch or
Hard Sell
Donor Return
Project Plan
Impact +
Outcomes
Culture,
Resources,
Governance

19. Fundraising for Sport
KEYS TO A SUCCESSFUL CAMPAIGN
The story is the bedrock of any campaign and central to all activity
Focus on the assets you have access to for execution
YOU HAVE TO ASK!!
It is just as important to communicate with donors after the donation as it is to
secure it at the start
Communicate your impact
Establish and continually review your project plan to stay on track of goal
Build fundraising into day-to-day operation and set a culture. Must be led by
CEO/Board. Team must be bought into need and strategy

20. Case Study
Surf for Life
Surfing Australia

21. Surf for Life Program
Purpose
To support the continuation and expansion of the Surf for Life project, creating lasting change for
underprivileged Aussie Kids. Strategically important for Surfing to build participation among low socio-
economic demographic. Targets for the program include:
Helping underprivileged
Aussie Kids
Targeting 2000 Kids Raising $200,000pa

22. Surf for Life Program
Fundraising Strategy Overview
TARGET FUNDS
$200k pa
NEED
Need to raise $200k per year in order to put 2,000 disadvantaged Aussie kids through the Surf for Life program.
BENEFIT
Providing this opportunity to underprivileged Aussie kids will assist with 3 key outcomes:
• Social Inclusion by having access to a mainstream activity program
• Life changing opportunity and lasting change by linking social outcomes with program participation
• Health, Safety & Leadership by providing exposure to healthy lifestyle choices and skills through the sport of surfing.
TIMING
Fundraising campaign to have a major splash in February 2015 and through SurfGroms registration, then again towards the end of
Summer.
STORY CONSIDERATIONS
Have already produced some great results with some great content to be used within campaign. $130,000 + raised with 1,250
disadvantaged Aussie Kids through the program.

23. Surf for Life Program
Suggested Background Story
The Surf For Life Project has been developed by Surfing Australia with initial support from the Quiksilver Foundation to enable
underprivileged kids from all around Australia to experience the joy of surfing for the very first time.
In November 2012, the Quiksilver Foundation held their annual Awaken the Spirit Art Auction & World Champions Ball, and raised over
$80,000 to put more than 500 underprivileged Aussie kids through the Surf for Life program.
Working with a number of charities around Australia, Surfing Australia visited remote communities right across the country and offered
local kids the opportunity to try surfing for the first time in their lives.
From Arnhem land in the Northern Territory to Wilcannia in the remote far-west of NSW, underprivileged kids joined the Surf for Life
program and enjoyed the ride of their lives!
Surfing Australia now wants to continue this fantastic initiative into 2015 through the Surf For Life Project, but to do so we need your
help!
By donating today and helping to raise enough funds to put a further 2000 underprivileged Aussie kids through the Surf for Life program
this Summer, you will be helping to change their lives for the better.

24. HOW CAN YOU HELP?
We would love you to make a tax deductible donation by clicking here
WHERE WILL YOUR DONATION GO?
We commit to ensuring 100% of funds raised as part of this campaign will go direct to running the Surf for Life project.
By making a donation to the Surf for Life project you will:
• Help fund the participation of underprivileged children within the Surf for Life program = Social Inclusion
• Create great social outcomes by encouraging kids to attend school more so they get selected on to the program
= Creating Opportunity and Lasting Change
• Exposure to healthy lifestyle choices and skills through surfing = Health, Safety and Leadership
Surf for Life Program
Suggested Background Story
$20
Registers one underprivileged Aussie kids into the Surf For Life
program
$50 Funds the travel and registration costs for one Aussie kid
$160
Pays for accommodation, travel and registration costs for one
underprivileged Aussie kid
$750 Pays for the transport and registration of a group of 16 kids
$1450
Funds 16 Aussie kids for the Surf for Life program and pays for their
accommodation and transport

25. Surf for Life Project
Campaign Execution
Network
marketing
Direct
marketing Social Web Media
An integrated campaign using the following channels will create the best platform for success for the
Surf for Life project:
Campaign extension opportunities can also be explored in relation to the following :
Sponsor
channels
Major gifts

26. Fundraising for Sport
NEXT STEPS
Consider priority projects currently unfunded/with insufficient funds
Discuss with Exec team and/or Board
Do you have the time to truly commit to a fundraising project?
If “yes” register a project online (asf.org.au/fundraise-with-us/)
Contact us for advice, assistance and support
Develop a strategy
Execute!