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Brainstorming Guide: Starting Your Own Charity Event

Introduction

AT&T in 2003 fall wrapped its 14th Steven A. Cox Charity Classic, which tees off on New Jersey golf courses annually with some 700 players, celebrities, employees, and events to benefit charity.

Today the Classic stands as one of the country's preeminent one-day charity golf events. "The reality is that we weren't consciously trying to grow a big event," says AT&T corporate sponsorship director (and Classic chair) Michael Marion. "But as it began to grow, we started to think of how to harness the event to impact others."

The Critical Components

Research has shown charitable tie-ins impact behavior, purchase intent, and loyalty—which would explain the surge in proprietary branded charity events. For marketers considering staging their own charity event, in addition to the usual site selection and marketing collateral, you'll need four things.

Governing Document

Although some brands create IRS-certified charities, marketers looking to skip paperwork can build a cause inside their corporate walls. It begins with a Governing Document, the initiative's instruction manual. The GD must list the name of the event and whoever has the power to change the name. It should also mandate the objectives of the event and the "Powers," which is cause lingo for the activities the GD will empower the brands to do in order to meet goals. The GD should also list a Dissolution Clause, which spells out how the brand would terminate the event.

Board of Directors

The driving force of the event, the Board makes decisions and forms the heart of the event. Define maximum and minimum numbers to keep the Board the right size, as well as how long members serve (and how they are removed). Decide how many times a year it meets. What sort of people are eligible to become members? How are they elected or appointed?

At AT&T, the Board of six contains four AT&T employees and five sponsors and meets three times a year.

Volunteers

If it's going to be a home-grown event, it needs to be staffed by your people, not those from a staffing company. Start recruiting volunteers as soon as the sponsorship menu is disseminated, using intranets and company postings.

Sponsors

Without them, the philanthropic effort may become too expensive to support. Start with companies in the supplier channels, and then build from there. Offer three plateaus: Entry-level Bronze that allows for participation in the event, mid-level Silver that mixes in exposure, and top-level Gold that weaves sponsors in and around the event.

Final tip: Allow sponsors to write their checks directly to the charity, thereby allowing for an easier write-off for them and a better cause event structure for you.