Earlier this month, we worked with Fulham FC to host the Fulham FC Foundation Charity Prize Draw.
Fulham FC Foundation is the official charity of Fulham Football Club. The charity is passionate in their pursuit of building better lives through sport, and they bring Fulham FC to the community across South West London, impacting the lives of more than 11,000 people each year.
Fulham FC provide the Foundation with a dedicated matchday each season where the club put a spotlight on the charity’s work and allow opportunities for them to carry out fundraising. Fulham FC Foundation chose to carry out a digital fundraising draw through Play Fund Win to maximise the potential revenue with an extended promotional window, and the ability to market the draw to those beyond attendees.
Following the amazing news of the club’s return to the Premier League, we share some of the secrets behind their success, to demonstrate how clubs can carry out successful fundraising campaigns of their own.
A key ingredient for a successful draw is amazing prizes. The Foundation worked with the club to secure a range of amazing money-can’t-buy prizes. These included an opportunity to watch the first team train, followed by a meet and greet experience with the coaching team at the training ground, a coffee and chat with a first team player, and opportunities to join the club’s communications team. They also offered signed player kit items, including Aleksandr Mitrovic’s Championship goalscoring record breaking football and match-worn boots. In addition to this were player kit items from some of the biggest fixtures in the club’s recent history, including a match-worn Europa League shirt from 2011-12, and player training wear from the 2018 Championship Play-Off Final victory.
These were complemented by high value items such as hospitality experiences and vouchers to create a prize package which was truly irresistible to any Fulham fan. Regardless of how well you market your draw, if the prizes you offer (be that cash or experiential) are not attractive then the motivation for possible entrants is more limited.
Working with partners
Some of these high value items were secured for the Foundation’s draw through the club’s commercial partners, allowing them to source several other brilliant prizes. These included a £500 Charles Tyrwhitt voucher, a £200 Adidas voucher, and a year’s gym membership.
These prizes were appealing and valuable to potential entrants but could be provided to the Foundation by partners without the need for any spend from either the club or the charity. For the partners, they received brand exposure across club channels and the draw page, in front of their 600,000 social media followers and the club’s thousands of email subscribers.
Promotion of the draw by both the club and Foundation through digital channels was a key factor behind their fundraising success. The nature of the digital draw meant that entries could be taken from the opening of the draw, over two weeks prior to the charity’s dedicated matchday.
This included regular promotion of the draws on social media and via email campaigns, to great success. Play Fund Win supported with the production of digital assets including video content, static graphics, and prize-specific graphics, as well as those to announce the draw winners once it had closed.
The club shared a news story on their website, which linked to the draw page, and even ran paid social media advertisements to drive traffic onto the page and increase conversions and subsequent fundraising for their charity.
Promotional video content
Fulham FC were also forthcoming in providing player appearances for recorded lines to camera from first team players Joe Bryan, Bobby Decordova-Reid and Harrison Reed. We supported them with editing of this footage into a promotional video. The video was shared on club and Foundation channels and provided a boost to ticket sales when released mid-way through the draw.
The video itself acted as an explainer of how the draw worked, where the funds raised would be going, and highlighted some of the top prizes on offer to entrants.
Video content is a highly effective method of increasing engagement and is something which we would encourage all clubs to consider, regardless of their size. It is the easiest method of explaining the functions of a draw and visually demonstrating the kind of projects which any funds raised will go to supporting.
Fulham FC Foundation secured great exposure for the draw on the matchday itself. The club provided promotional space for the Foundation on the perimeter LED boards, which were used to raise awareness of the charity’s work, as well as promoting the draw. These were complimented by promotion on the stadium big screen screens.
This exposure was offered to the Foundation free of charge by the club and provided a great platform for fundraising on the day. The club also produced thousands of fan clappers, which were left on every second seat inside the ground. One side of these clappers displayed information about the draw, including a list of the prizes, as well as a QR code which could be scanned to access the draw page and purchase a ticket.
Prior to the game, volunteers circulated around the ground ahead of kick-off with QR code boards – allowing would-be entrants to scan and add pre-determined quantities of tickets to their baskets for a speedy checkout process. The volunteers were also provided with information and a full brief on the prizes and mechanics of the draw, to provide additional support to customers when completing their purchase.
Fundraise for your club or foundation
To get started with fundraising for your club or club foundation, please contact David.Broadbent@playfundwin.com or visit playfundwin.com/host