National Sports Forum: Newsletter Archive

Schools get "Giant" Help in Raising Money

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January 25, 2006

Volume 4, Issue 26

Schools get "Giant" Help in Raising Money

Giants generate $120,000 in incremental ticket revenue with school program

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Contact: Jarrod Dillon, Manager of Special Events, [email protected]

Team: San Francisco Giants

Program Title: A GIANT way to Fundraise

Objectives: There were four main objectives for this program:

1) Create lifelong affinities for Giants baseball with younger fans

2) Generate incremental ticket revenue for traditionally lesser-attended, midweek games

3) Stay true to their mission statement "...enhancing our value as a community asset"

4) Help bridge the monetary gap created by California education budget cuts

Program Description: Students in Northern California were getting "schooled" in a different kind of way this past season... thanks to an initiative the San Francisco Giants implemented called A GIANT way to Fundraise.

The special events department enlisted ten Northern California school districts and education foundations to take part in their fundraising program. Each school district/education foundation was able to buy tickets at a reduced price, not available to any other group, and then resell the tickets to students, families, friends, administration, corporate sponsors and their community at large... with 100% of the monetary difference being kept by the district.

Game dates were offered throughout the entire season and targeted more difficult to sell games, opponents, and seat locations.

During each fundraiser game 75-250 children from the school district were able to perform the National Anthem on the field; other musical groups were able to perform at the main gate; a representative from the district threw out the first pitch; one child was the Jr. Announcer of the game (announcing three batters in the Giants line-up); and a small group of children were able to lead the crowd in "Take Me Out to the Ballgame" during the 7th inning stretch! Some of these "experience inventories" were used as raffles, others as rewards to top selling students, and still others as auction items to raise even more money for the districts and foundations.

Media: The Giants included all fundraisers on the special events website, pocket schedules and home stand press release to all Bay Area media. In addition many of the districts and foundations were able to receive media coverage in their local newspapers and television news stations. Not only did this assist in driving ticket sales, but it also helped to promote the Giants good will in the community.

Results: In 2005 ten fundraisers accounted for roughly 10,000 tickets sold and nearly $120K in revenue. In addition each school district raised on average over $12,000. The Giants created annual community events that bonded families, local businesses, teachers and students together, as well as memories for these people that will last a lifetime.

Looking Ahead: Due to the success and word of mouth advertising received from the program, 2006 Fundraisers have grown significantly. The number of fundraisers has doubled to twenty and the expected number of tickets sold has grown to 30,000.

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