Selling the Passion

When Side Effects decided to advertise in the April / May 2011 issue of Athletic Management we knew that the issue would have a focus on Fundraising.  What we did not know is that the content of the magazine would tie in to exactly what our company is all about and why we exist….to sell the passion which enables us to give others what they need.

In the article Selling the Passion by Scott Garvis, many important statements are made that are truths for why our company was founded and why we have been successful.

Scott states not once, but twice that an Athletic Director cannot sell the passion alone.  The article states, “Done right, raising money will require both time and effort, two commodities athletic directors rarely have enough of.  So it is imperative that fundraising becomes a team effort.”  Scott’s advice on how to sell the passion includes strategic planning, approach and follow through ~ all services that Side Effects offers.  It has been our experience that many schools that have tried to take the time and energy to follow guidelines like these and fundraise themselves have come to us years later asking for help. Successful fundraising efforts requires a lot of time and expertise.

The need is there and Side Effects is able to create a tangible partnership between businesses and the Athletic Department.

There were many statements in this article on why a business owner would want to support in this way:

· 77% of people would be more likely to purchase from and support a company if it sponsored the local high school.

· 75% of respondents believed that high school sports have a greater community influence than professional, college or other amateur sports.

· Students, teachers and fans are a target market that businesses are eager to reach.

· Today’s more savvy businesses are focused on cultivating loyalty to their products, which is a huge buying factor among families and teens.  89% of youths are likely to switch from one brand to another if the 2nd brand is associated with a good cause, such as a high school.

· The article encourages providing incentives to sponsors (a large existing part of the Side Effects program).

Please view this link to read the full article on Selling the Passion and to view our Side Effects advertisement.