9 promotion tactics to tell the world about your campaign

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9 promotion tactics to tell the world about your campaign

OK, listen up!

Sometimes, it’s hard to get people’s attention. How do you make your message stand out from the crowd? Every campaign is different and there are a huge number of ways to promote your Sportaroo campaign, but we’ve picked out some of the top themes to inspire your planning efforts.

1) Athlete/team Facebook page

Don’t have a Facebook page yet? You should get one! Go on, it’s easy, do-it now, and we’ll be here when you get back.

This is important for you, with or without a Sportaroo campaign. Actually, one of the great side-benefits of a Sportaroo campaign is that it usually helps you get a whole lot of new likes for your page, which subsequently increases your value in the eyes of sponsors.

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You Facebook page can be the promotional focal point for your campaign. It is a great way to reach your existing supporters and you should be posting as often as possible. It might seem hard to come up with something to say at at first, but you have so much to share! First tell people what your campaign is about and why it is important. Later, you can share a picture of different supporter package each day. Sometimes, you can post a photo or video from training. Most importantly, thank all your supporters as quickly as possible after they order from your campaign. After all, this is a team effort and they’re on this mission with you!

2) Personal Facebook pages of all team members and friends

Just imagine the multiplier effect you can achieve if every team member, and their friends and family, post regularly about your campaign for all their friends to see! This is a great way to reach out to a wider community of friends and family than you would usually reach via a team BBQ. They usually feel a connection to your objectives and are highly likely to get involved by ordering or by spreading the word further. Some of the most successful campaigns are those who enlist a passionate group of supporters to agree to spread the word. It’s best to identify and enlist this group before you launch.

3) Twitter, Google+, Instagram, Pinterest, Tumblr and other social networks

Facebook may be the world’s biggest social network but it’s not the only place your supporters like to hang out. Find the networks which work for you. Engage your supporters and potential supporters wherever they are and spread the word!

4) Personal emails

Your campaign is a personal, passionate endeavour and a personal email is a great way to invite your contacts to get involved by placing an order or by spreading the word further. Help them feel like part of the mission. Let them know why it is important. Make it clear that you are not asking for a donation and that you have some really cool packages on offer.

5) Email newsletters

If you are already sending regular newsletters to team members, participants and other interested parties, this can be a great way to get the message out. Start talking about your campaign even before you launch. Build suspense, interest and invite participation and feedback. Then once you’ve launched, use the newsletter to fill everyone in on progress and to “rally the troops” to spread the word even further.

6) Face-to-face and events

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Are you holding a team BBQ or meeting? Are you meeting a friend for coffee? Tell everyone you meet about your campaign, wherever you go, day or night! Don’t be shy! It’s interesting! This is for an important purpose. You’re not asking for charity since supporters get something great in return for their contribution. People love to be part of a movement and to make a difference, even if all they need to do is spread the word further on their own Facebook page. And remember, the campaign doesn’t last forever so for this short time, why not give it everything you’ve got? The same applies to everyone on your campaign team.

7) Special interest blogs, communities, media and Facebook pages

Now it’s time to reach out to a wider audience of people who identify with your objectives or simply like the look of your supporter packages. The trick is to think hard about who they are, where they hang out and what they might like to order. Depending on your sport, there are plenty of places where potential supporters hang out. Dedicated kayakers regularly stay up to date at www.sportscene.tv and people who are passionate about women’s soccer stay in tune with www.thewomensgame.com.au. These sites all have a passionate following via their Facebook and Twitter profiles. Do your research and find the equivalent communities for your sport, team or community. Think hard about what kinds of people would like your cause and packages and where they might hang out. If there are lots of these communities build a contact list and start to build a relationship with key influencers before you launch your campaign. This will pay dividends later if they decide to get involved and use their influence to support you. If you’re lucky, you may even be able to get major bloggers, writers or social media personalities in your space to write about your campaign. Now you’re talking!

8) Local communities and media

Don’t forget the power of local communities. We were really impressed by the way the people of Armadale got behind Will Forsyth. Local community is particularly important for grassroots sports teams too. Do your research and make contact with local online communities, personalities, local newspapers, local radio and more. They’ll often be proud to help.

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9) Business emails and communities

A Sportaroo campaign is about business sponsorship too and it can be really worthwhile to invest some time making contact with relevant businesses and telling them about your campaign. The Sportaroo team have enormous experience in sports marketing, sport sponsorship and campaigning and are happy to share this experience with you as you plan and execute your campaign. We also provide lots of tools and templates. Register now with no commitment at www.sportaroo.com/start-your-campaign and we can start helping you along the way.

2 days ago

How to create an athlete or sports team page on Facebook

Welcome to the 21st century. The century where we only remember people’s birthday because Facebook reminds us, and we know what everyone ate for lunch thanks to their Instragram photos. It’s time you make a Facebook Page for yourself/sporting team so that Mark Zuckerberg and all your other friends and supporters can keep up to date with your travels, training, victories, events, photos, videos and any other news you might have.

I think it’s fair to assume that most of you have your own private Facebook profile. If not, this is the first thing you have to do (sign up at www.facebook.com) before you can create a ‘fan page’.

Once you’ve signed into your personal profile, here’s what you need to do to create a Facebook page for your team:

Step 1: Click on the settings gear on the top right-hand corner of your page and click on advertise:

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Step 2: Click on create a page

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Step 3: Select the relevant page (Note: If you’re creating a page for an individual athlete, select ‘artist, band or public figure’ and then click on ‘athlete’ in the drop down menu. However, if you’re creating a page for a sporting team, then select ‘organization’ and the relevant drop down menu)

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Step 4: Once you’ve selected your relevant page and category, type in your name/sporting team name and agree to the terms and conditions, then click ‘Get Started’

Step 5: It’s time to fill out your profile so that people know who you are, what you do, and what you’re all about. Write a description about you/your team and your achievements and upload a profile picture. Then choose a unique Facebook web address to make it easier for people to find your page.

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Step 6: Once you reach tab 4 ‘Reach more people’, you need to decide whether you’d like to advertise on Facebook to gain more exposure (this is an added cost). If you decide to advertise, you will need to add your payment details at this stage, if not, click ‘skip’ to continue. You can always come back to this step and add your payment details when you do choose to advertise.

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Step 7: The setup of your page is now complete! It’s now time to invite your friends to like and share your page. Send an invitation to all your friends, or specifically choose which friends to invite.

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Step 8: Now that your page is set up, it’s time to decide who’s going to manage it. If you’re an individual athlete, you may choose to manage your page yourself. However, if you’re a sporting team, it may be beneficial to have 2-3 people updating and managing your page. To add an admin, simply click on ‘Edit Page’ and then select ‘Manage Admin Roles’ and then type in the email of the person you’d like to add as admin.

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Now that you know how to set up a page, here are some tips to make your page as effective as possible:

Make it personal
Regularly update your page
Post interesting content e.g. videos, interesting facts and pictures
Engage and interact with your fans
Ask questions and more importantly, answer questions
Promote your events and sporting games
Have fun!

What else can you do on your Facebook page? Tell people about your Sportaroo campaign of course!

2 days ago

Top 10 tips for a great sports fundraising campaign

Are you thinking about running your own Sportaroo campaign?

To get you started, click through the slides below for our top 10 tips!

We have plenty more tips when you register at www.sportaroo.com/start-your-campaign

1 week ago

Choosing your supporter packages: Great campaigners offer something for everyone

What’s the secret to creating a range of really popular supporter packages which “fly off the shelves”?

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It’s not the herbs and spices.. but getting the right mix takes careful thought.

One of the reasons a Sportaroo campaign is so much more effective than traditional fundraising is that you are giving supporters something back rather than asking for a donation. But every supporter is different, with different interests, right? So how do you put together a campaign with a great range of packages offering something attractive for everyone? How do you maximise your campaign’s fundraising and sponsorship potential?

Sort your audience into groups

There’s no point trying to think about every possible supporter individually. So we recommend you think hard about who your potential customers are and put them in groups. In marketing-speak, these groups are sometimes called “segments”. Give some thought to who your audience groups are, how you might reach them.

Put yourself in their shoes

Now imagine yourself in the shoes of someone from each group. What are their interests? Why should they support this campaign? What kind of merchandise, experience or sponsorship opportunity might excite them? What might encourage them to spend a bit more? How can you entice them to order now rather than wait a day or so? It’s the job of your supporter packages to convert visitors to your page into customers and passionate supporters of your cause.

Offer choice and a range of prices

People are motivated in different ways and are able to commit different amounts. Make sure there is a good range of prices and packages.

Make sure every package is genuinely attractive and great value

Great value doesn’t mean just plain cheap, but it should certainly be attractive. You’re going to be working hard to bring people to visit your campaign and price can be a big factor in converting these visitors into supporters. A good way to provide great value is to offer packages which are rare, exclusive or special in some way. A personal touch can make a big difference too. It’s worth putting in some extra effort to make sure the packages are something your supporters really want. If you’re going to offer a t-shirt, make it a cool t-shirt which your specific audience will really want to wear. Don’t just go through the motions – give it some thought and you could come up with some really fun, creative ideas. We recommend that you involve as many people as you can in this brainstorming process to discover and test various package ideas. Have some fun with it!

There’s nothing wrong with learning from previous campaigns

Lets examine some recent Sportaroo campaigns and look at how they might have designed a range of packages for each audience group.

The Women’s Game Campaign #1

In their first campaign, The Womens Game raised over $5000 to fund a pilot episode of their new online TV show about Womens Football. They have a passionate and diverse following of people who also want to see women’s football get more attention, so how might they have grouped their potential supporters? First there are friends and family who are easiest to reach and are also likely to help spread the word about a campaign. The team made it easy to be a supporter by offering packages starting at just $2, $5 and $10. They also considered what appeals to players from different cities with packs related to a range of popular Australian football teams including Newcastle Jets tickets, Sydney FC posters and Canberra United membership. They also made sure they had “digital packs” so overseas supporters could order with minimal postage costs. For the most passionate fans, with more money to spend, they sourced some rare, signed football jerseys, which sold out in a flash! As a result, their campaign achieved target very, very quickly. In this case they decided to stop promoting their campaign and quickly begin preparations on a new, larger campaign to fund the rest of their TV series. Stay tuned! The Women’s Game Campaign #2 launches any day now!

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The Australian Men’s Bobsled Team

Heath and the boys have been fantastic campaigners with popular packages and a great promotion plan. Despite setting a large target they progressed very quickly and found that a wide range of their packs sold well. Many of their packs had a personal touch which suited their campaign strategy which included reaching out to the local hometowns and communities of the various team members. They put extra effort into creating a fun t-shirt design which was true to their personal style and really appealed to their audience. They also knew that they would have supporters in Canada, as well as Australia so they came up with some exciting experiences for their Canadian supporters as well. Finally, they thought hard about how they could offer genuine marketing value to businesses and offered social media, video and logo packages from $100 to $4900. It’s worth noting that just because they are a national team, that doesn’t mean promoting their campaign was particularly easy. They worked hard to mobilize all their friends and family to promote their campaign and were very active on Facebook. You can do the same! Do their packs sound interesting to you? Quick! Their campaign runs for another week so check it out now!

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Chicks with Stix

This team of wintersports champions are dedicating time to helping girls all over the Australian Alps get into freestyle skiing and snowboarding. What a cool idea! They have a wide range of potential customers to consider and matched it with a diverse and attractive set of packages. As with most successful campaigns, there were some low cost ways for fans to be supporters without much investment and ways to contribute much more if they wanted. For girls who want to get into freestyle snowsport, the membership packages were hugely successful. There was also a wide range of gear appealing to all sorts of Australian snowsports enthusiasts including jackets, goggles, skis, lift passes and more. Note that these didn’t sell right away. The Chicks with Stix team found that they needed to offer this kind of merchandise at a significant discount compared to recommended retail before they started to sell. Finally, they offered event sponsorship packages and directly reached out to businesses in each of the snow resorts involved in their season tour. Because their sponsorship packages were matched with direct business emails and other relevant promotional activity, business sponsorship gave their campaign a nice boost. If you are into snowsports, today is your last chance to grab a great deal from Chicks with Stix!

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Need more advice? Get in touch!

Sportaroo is for all kinds of sports and we love brainstorming with you. No campaign is too big or too small. Contact us at [email protected] and we’ll see what we can come up with together!

2 weeks ago

Gymnastics, Snow-sport, Kayak and Football – live now on Sportaroo

Hi Sportaroos,

First we want to congratulate The Women’s Game and Will Forsyth! They’ve executed fantastic campaigns in the last couple of weeks to exceed their fundraising targets.

But more on that in a minute, here’s what you can find live on Sportaroo right now:

Just launched – Meet a Gymnastics superstar!

Over 1000 gymnasts from all over Australia will be competing at the 2013 Gymnastics Championships in July. This is your chance to support the event and get the opportunity to meet some of our champions. If you know someone who is a gymnast, they could meet one of their heroes and get awesome tips. If you want to support on behalf of your business you could also get some great signage and promotion benefits. Check it out!

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Only 2 days to go – An incredible battler on his way to compete for a World Champion Freestyle Kayaking spot.

What a story! Just a few weeks ago, Will Forsythe, Slalom Whitewater Kayaker, was down-and-out with a shoulder injury. He’d missed his chance at AIS funding and was unlikely to be able to compete in Europe. But as soon as he got the OK from his doctor, he called Sportaroo and whipped up an awesome campaign to support his mission. In short order, he reached his funding target and will now be able to travel to Europe. With 2 days left, he’d love to find more business sponsors. Checkout his story here.

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Only 10 days to go – Grab some incredible snow-sport deals and support girls freestyle skiing.

Chicks with Stix are a group of women snow-sport champions dedicating their time to encourage girls all over the Australian alps to get into freestyle skiing. To fund their mission, they’re offering sweet deals on a wide range of snowsports packages including skis, boards, lift passes, helmets, goggles, bindings, jackets and more. You can also be a business sponsor and get social media or event signage as they travel through all the major Australian resorts this season. This campaign is a must for anyone who is into snow and a great initiative to develop our snowsport talent.

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K!ckarse – The Australian Mens Bobsled Team are just moments away from achieving their target!

Will you be the one to tip them over their target? As we write, they’re on $9686 with a target of $10,000. The bobsled team have been fantastic campaigners offering a really exciting range of packages for their supporters. Get the official K!ckarse supporters t-shirt or order social media promotion or a high speed branded action video for your business. These boys have the experience and power to compete with the best in the world. Now lets give them a helping hand to acquire the competitive equipment they deserve.

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How do they do that? The Australian Freestyle Kayak Team campaign for the World Championships.

Freestyle Kayak is spectacular! It’s amazing what our team of adult and junior stars can make these boats do! Be sure to checkout their video and the profiles in the details section. There are plenty of ways you can support them. For example, how about a “Fun Yak Whitewater Experience” or they’ll give your business a social media shout out for just $50.

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Recently successful – The Womens Game – A pilot TV show about womens football.

This campaign was successful so quickly, Ann and Danielle paused and started working on a follow up campaign. This means they won’t only make a pilot, but a full series about Womens Football! It’s taken the sport by storm with some high profile supporters and plenty of excitement. If you missed the chance to get involved in their first campaign, don’t worry. The Womens Game will be back in just a couple of weeks so stay tuned at @thewomensgame or @sportaroo to be informed.

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Thanks to you

Thanks again to everyone who’s supported these team in recent weeks. If you know someone else who’d like to fund and support their sport on Sportaroo, they can get started here.

3 weeks ago

How to make a great Sportaroo crowdfunding video for sport sponsorship

It’s time to create a crowd funding video. A video? Yes, a video. It really isn’t as hard as you think! Why a video? A video is a great way to stir emotion and communicate your message to your potential supporters.

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Now we know you’re not all directors, but there’s no need to be. You can film your crowdfunding video on your smart phone (we know you have one) or borrow your mothers camcorder and get creative with angles! Once you’ve got the footage, you can use programs such as windows live movie maker (which is great for beginners) or something a little more advanced such as MAGIX or Pinnacle (for the baz luhrmann’s among us) to edit your video and add a few fancy effects.

So now that this movie idea isn’t sounding like a bad idea after all, what should it include?

Firstly, introduce yourself/your team. Remember, you’re selling yourself/team so show emotion, be authentic and most importantly, be yourself! This is the most important aspect of the video which will set you apart from all the other campaigns, your authenticity.

Now that you’ve got the formalities out of the way, it’s time to introduce your campaign. What’s your crowdfunding campaign all about? Why do you need the support of sponsors?

Talk about your background, sporting achievements and goals. If you’re a soccer player, show them your foot work, if you’re a kayaker, show them you in action in the water. If you’re in a team sport, play a clip from your last game. Make this personal and engaging, you’ve kept their attention for this long, so let’s not lose it!

Chances are, not all the people viewing your video know what a crowd funding campaign is. Explain it to them and let them know that there is something in it for them too (and that you’re not simply asking them for money! We have a give and take relationship here.) Focus on the supporter, what’s in it for them? Talk through some examples of supporter packages. Show some example supporter packages and build excitement around the packages.

At this stage, your video should be coming together quite nicely, so it will be a real shame if it doesn’t get to as many people as possible. Ask your supporters to get on board and help you spread your message. Together, everyone can help your campaign go viral! Encourage your supporters to Share it on Twitter, Facebook, Myspace, Pinterest, Youtube, Tumblr, you name it, share it! And remember, If don’t achieve your target, no funds change hands and nobody gets their package. So share, share, share!

Tell your supporters exactly what you need from them and how they can go about supporting you. Include a clear and direct call to action; Please order a package below, Please share this on Facebook, Click on the link below to support. Show your campaign URL visually, let it appear on the screen.

Here’s an example of a video campaign by Rosalyn Lawrence – Whitewater Kayaker:

What can you learn from this video?

Authenticity works.
Be personal, show photos and video clips of you in action. Connect with your supporters.
Clear purpose and call to action. The supporters were able to understand what cause they were supporting and how to go about doing so.

What could have been improved?

Shorter action video sequence.
A voiceover, over the clips would have reduced the duration of the video. You need to maintain your supporters interest throughout the entire duration of the video. Make it short and simple.
Emphasis on the benefits for the sponsors. What do they gain from sponsoring you? Be sure to not only sell yourself, but also sell their gain.

Things to look out for in your video:

Checklist:

Authenticity
Clear Introduction of yourself
Clear Introduction of your campaign
Set a goal
Personal photos/clips
Engaging Content
Clear voice overs
Length between one and three minutes
Emphasis on the benefits to the sponsor
Distinction between crowdfunding and donations
Outline supporter packages
Clear call to action
URL visibility
Encourage video to be shared

Now all you’ve got left to do is dust off that camcorder and start recording. For more tips, or to start your fundraising campaign, head to: www.sportaroo.com/start-your-campaign. We’re here to help you every step of the way.

2 months ago

Demystifying PR – How to get coverage for your campaign with press, bloggers and social media

The idea of doing “PR” and contacting the press can be daunting. Many people feel tempted to use a PR agency or outsource but you know what? The dirty-secret of the PR industry is that it’s actually pretty easy. Nobody cares as much as you do about your campaign and the best person to get your message out is you! Follow this simple recipe, tell your story and you’ll be amazed what you can achieve.

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Who are you trying to reach and where do they “hang out”?

Think about targeted ways to reach just the right audience. “Mass” media may not be the best channel for your campaign. If you are a kayaker, you may be best off focusing on kayak and water-sport media. If you are a grassroots local football team, you may be best focusing on local media. Sometimes you need a mix of both.

Remember that media is changing. Increasingly people are reading blogs and scanning posts from popular Facebook pages. So do your research to find all the most relevant media opportunities where your audiences hang out. It’s worth keeping in mind that you want people to visit your online campaign page, so online media is probably the most effective. Your media target list could include:

Sport or local community blogs
Sport or local community Facebook pages
Sport or local influencer Twitter profiles
Sport or local newspapers or radio stations
Specific business topic/category websites, blogs or profiles if you’re targeting a specific sponsorship market.

Get organised and build your PR contact database

So you’ve found lots of interesting media, blogs and profiles but what next? We recommend that you build a list or spreadsheet to keep track of them all. By the way, when you register with Sportaroo, we provide you with a nifty PR contact template to help you get started.

Before contacting a newspaper or magazine, try to find the name and email address of the specific journalist who writes about your topic. Explore the “contact” or “about” page to find their name, phone number or email address. Sometimes it’s hard to get these contact details so you may have to call the advertising department and ask for their email address or phone number. Try following them on Twitter and Facebook as well. Take note of how influential the publication is and use this information to prioritise your outreach later. How many followers do they have? If you like what they’re writing, re-tweet it. Say “hi”. Start to build a relationship with them.

Craft your story – appeal to the audience

Put yourself in the mind of your audience and the journalist. How can you communicate your campaign purpose in a way that is most relevant to them? Is it a local angle? Is it a feel-good story or inspiring? What is the benefit or opportunity for readers? Why should they enjoy being part of your campaign? It’s a good idea to have more than one story ready and to adapt your story to suit each publication. Don’t forget to explain how readers can support you. This is an opportunity, not a charity. You need to weave in a clear “call to action” and “sell” your merchandise, experiences and sponsorship packages so supporters know that you are not asking them to donate.

Anatomy of a press release

The press are used to reading a press release with a certain format. If you follow this simple recipe you can make your release easier to read and work with and therefore more attractive to a journalist or blogger.

Your team logo
“Press Release” – “For Immediate Release”. (standard text)
Contact details such as your name, “job title” (e.g. “team captain”), phone number and email.
Headline: A short catchy title, tailored to your audience.
Sub-head: A short paragraph with more explanation which summarises your release.
Place-head: E.g. “Melbourne”.
Date-line: The date the release was issued.
Lead paragraph: A simple first paragraph to hook the reader. It should answer key questions in the journalists mind (who, what, when, where, why) in an interesting way which encourages them to read more. Be sure to include your Sportaroo campaign title and URL.
Body: This is the main content of your press release. In 3-5 paragraphs tell your story in more detail. Start with the most important information since the journalist may edit out later paragraphs. Include some relevant quotes. E.g. from team members or supporters. Include your contact information in the last paragraph.
Boilerplate: This is a standard description of your team including some of the history. Think of it as your “about us” section.
End mark: Always end your official release with “###”.
More information: Below this you can add any commentary or notes to the journalist which is not intended to be printed. It’s also a good idea to include some great images, links and videos. Give them more content to work with if they want to dig deeper.

It seems like a lot of work, but don’t worry, it’s easy when you take it step by step. Also, we’ll provide you with some great Sportaroo PR examples to help you get started.

Now! Get your message out.

If you followed step 2, you’ve already built a great PR contact list and you may even have started to build a relationship with some of these people using social media. Nice one! Now is the time to send your release!

A “spray and pray” mass email is not the right approach. Although you might have a standard versions of your release, take a moment to adapt your storyline to the specific interests of your high priority publications and personalise the email somewhat.

Then, it’s time to follow up. It may take more than one phone call to get through to the right people but keep trying. You may feel uncomfortable being too pushy so find a compromise and remember that they are looking for great stories so if you figure out how to adapt your story to their audience, you’re helping them out. Be the “pleasant pest” and get your story out there.

Yahoo – you got coverage!

That’s great! Someone loves your story! Don’t forget to thank the journalist with a personal email or call and stay in touch if you can. This is the start of a relationship which can be beneficial to both of you down the line.

Contact us for tips, tools and templates

Between us, at Sportaroo we’ve been doing sports marketing and PR for decades. We have a wealth of tools and templates which we share with all our sports teams. We can also coach you on choosing the right media for your campaign. To find out more just start your campaign or contact us at [email protected]

Next up – Campaigning using social media

Awesome! You’re a DIY PR pro and you did it overnight! But that’s not all thats involved in promoting your crowd-funding campaign. In our next post, we’ll talk about Facebook, Twitter and how you build your social media campaign crew. Stay tuned!

2 months ago

Congratulations to Anny, George and Ros – Great campaigners!

Congratulations!

Anny, George and Ros have each done a fantastic job to chase their target over the last few weeks on Sportaroo!

Kitesurfers bound for China

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Anny, from K!NN Pro Rider Team in Vietnam has raised $2725 for her Kitesurfing team. Thanks to the generosity of their supporters they are already packing their bags and getting ready to fly to China for the final round where they are confident that Long will win the Kitesurfing Tour Asia. What stars! Special thanks to Ty Dawson, Rachel Uratoriu and Adrian von Kaenel for their particularly generous support. Their campaign has only one day to go so if you would like to grab some of their great gear and help cover their extra costs such as the visas for china, visit their campaign page now.

Motorsports fanatics

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George has been driving the team from Sydney Motorsports. He’s done a great job to raise $3875 so far and he’s still hungry for more. All the funds go towards building the most competitive car on the FSAE motor racing circuit. With four days to go you still have time to help them win the Australian competition later this year. Why not become a Nitro fuel sponsor?

“Queen of Sickline” extreme whitewater champion

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Ros, the “Queen of Sickline” has raised $3909. She needs just $91 to hit her target! Her European competitive tour is so close that she’s already moved out of her home by the whitewater center in Penrith. Now she’s crashing with friends and family before heading off to Europe to defend her title. Special thanks to Clarence River Canoes, Sportscene.tv, GoSea Kayak, The New Agency and the mysterious Blinky Bill for their generous sponsorship. Not to mention all the other kind supporters. With five days left, please check out the great merchandise and sponsorship opportunities and help Ros raise the last $91 to achieve her campaign target.

2 months ago

Campaign Page Improvements

Yesterday we released new simple tabs on Sportaroo campaign pages! Horraaa!

This makes it easy to jump between campaign sponsorship opportunities and merchandise without having to scroll around.

We also added two tabs for campaign updates, supporter lists (including comments), and campaign details.

As a campaign owner, this also allows you to link directly to sponsorship deals or directly to your campaign merchandise. Just stick either /sponsorship or /merchandise on the end of your campaign url 🙂

As an example, this is now what Rosalyn Lawrence’s Extreme Kayaking campaign page looks like, check it out and let us know what you think!

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This is part of a long list of improvements we’re making to campaign pages and the site as a whole; we’ll keep you updated every time we add something new 🙂

Iz (Sportaroo)

3 months ago
#What’s New

That’s sick! Take a look at Rosalyn Lawrence, World Champion Extreme Whitewater Kayaker

Competing at the top level in any sport is tough, but extreme white-water kayak may be one of the toughest!

Ros Lawrence has been paddling on the rivers of Northern NSW (and the dam on her dad’s farm) for as long as she can imagine. Since then she’s come a long, long way, moving to live in Penrith and the Australian Whitewater Stadium, and competing at the highest level all over the world. Last year she won the “Sickline” Extreme Kayaking World Championship. She also has a great ranking in K1 and C1 Slalom Kayaking.

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Nonetheless, as is often the case in niche and women’s sports, funding is hard to come by. Ros often finds herself sleeping in a van or even in her kayak bag, alongside the roaring rivers she is preparing to battle the next morning. Let’s see if we can help fund Ros’ campaign to defend her “Queen of Sickline” crown in 2013!

Find out more at www.sportaroo.com/roslawrence.

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3 months ago

Demystifying PR – How to get coverage for your campaign with press, bloggers and social media

The idea of doing “PR” and contacting the press can be daunting. Many people feel tempted to use a PR agency or outsource but you know what? The dirty-secret of the PR industry is that it’s actually pretty easy. Nobody cares as much as you do about your campaign and the best person to get your message out is you! Follow this simple recipe, tell your story and you’ll be amazed what you can achieve.

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Who are you trying to reach and where do they “hang out”?

Think about targeted ways to reach just the right audience. “Mass” media may not be the best channel for your campaign. If you are a kayaker, you may be best off focusing on kayak and water-sport media. If you are a grassroots local football team, you may be best focusing on local media. Sometimes you need a mix of both.

Remember that media is changing. Increasingly people are reading blogs and scanning posts from popular Facebook pages. So do your research to find all the most relevant media opportunities where your audiences hang out. It’s worth keeping in mind that you want people to visit your online campaign page, so online media is probably the most effective. Your media target list could include:

Sport or local community blogs
Sport or local community Facebook pages
Sport or local influencer Twitter profiles
Sport or local newspapers or radio stations
Specific business topic/category websites, blogs or profiles if you’re targeting a specific sponsorship market.

Get organised and build your PR contact database

So you’ve found lots of interesting media, blogs and profiles but what next? We recommend that you build a list or spreadsheet to keep track of them all. By the way, when you register with Sportaroo, we provide you with a nifty PR contact template to help you get started.

Before contacting a newspaper or magazine, try to find the name and email address of the specific journalist who writes about your topic. Explore the “contact” or “about” page to find their name, phone number or email address. Sometimes it’s hard to get these contact details so you may have to call the advertising department and ask for their email address or phone number. Try following them on Twitter and Facebook as well. Take note of how influential the publication is and use this information to prioritise your outreach later. How many followers do they have? If you like what they’re writing, re-tweet it. Say “hi”. Start to build a relationship with them.

Craft your story – appeal to the audience

Put yourself in the mind of your audience and the journalist. How can you communicate your campaign purpose in a way that is most relevant to them? Is it a local angle? Is it a feel-good story or inspiring? What is the benefit or opportunity for readers? Why should they enjoy being part of your campaign? It’s a good idea to have more than one story ready and to adapt your story to suit each publication. Don’t forget to explain how readers can support you. This is an opportunity, not a charity. You need to weave in a clear “call to action” and “sell” your merchandise, experiences and sponsorship packages so supporters know that you are not asking them to donate.

Anatomy of a press release

The press are used to reading a press release with a certain format. If you follow this simple recipe you can make your release easier to read and work with and therefore more attractive to a journalist or blogger.

Your team logo
“Press Release” – “For Immediate Release”. (standard text)
Contact details such as your name, “job title” (e.g. “team captain”), phone number and email.
Headline: A short catchy title, tailored to your audience.
Sub-head: A short paragraph with more explanation which summarises your release.
Place-head: E.g. “Melbourne”.
Date-line: The date the release was issued.
Lead paragraph: A simple first paragraph to hook the reader. It should answer key questions in the journalists mind (who, what, when, where, why) in an interesting way which encourages them to read more. Be sure to include your Sportaroo campaign title and URL.
Body: This is the main content of your press release. In 3-5 paragraphs tell your story in more detail. Start with the most important information since the journalist may edit out later paragraphs. Include some relevant quotes. E.g. from team members or supporters. Include your contact information in the last paragraph.
Boilerplate: This is a standard description of your team including some of the history. Think of it as your “about us” section.
End mark: Always end your official release with “###”.
More information: Below this you can add any commentary or notes to the journalist which is not intended to be printed. It’s also a good idea to include some great images, links and videos. Give them more content to work with if they want to dig deeper.

It seems like a lot of work, but don’t worry, it’s easy when you take it step by step. Also, we’ll provide you with some great Sportaroo PR examples to help you get started.

Now! Get your message out.

If you followed step 2, you’ve already built a great PR contact list and you may even have started to build a relationship with some of these people using social media. Nice one! Now is the time to send your release!

A “spray and pray” mass email is not the right approach. Although you might have a standard versions of your release, take a moment to adapt your storyline to the specific interests of your high priority publications and personalise the email somewhat.

Then, it’s time to follow up. It may take more than one phone call to get through to the right people but keep trying. You may feel uncomfortable being too pushy so find a compromise and remember that they are looking for great stories so if you figure out how to adapt your story to their audience, you’re helping them out. Be the “pleasant pest” and get your story out there.

Yahoo – you got coverage!

That’s great! Someone loves your story! Don’t forget to thank the journalist with a personal email or call and stay in touch if you can. This is the start of a relationship which can be beneficial to both of you down the line.

Contact us for tips, tools and templates

Between us, at Sportaroo we’ve been doing sports marketing and PR for decades. We have a wealth of tools and templates which we share with all our sports teams. We can also coach you on choosing the right media for your campaign. To find out more just start your campaign or contact us at [email protected]

Next up – Campaigning using social media

Awesome! You’re a DIY PR pro and you did it overnight! But that’s not all thats involved in promoting your crowd-funding campaign. In our next post, we’ll talk about Facebook, Twitter and how you build your social media campaign crew. Stay tuned!

4 months ago
#campaign school
#detailed planning
#PR
#promotion tactics

Congratulations to Anny, George and Ros – Great campaigners!

Congratulations!

Anny, George and Ros have each done a fantastic job to chase their target over the last few weeks on Sportaroo!

Kitesurfers bound for China

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Anny, from K!NN Pro Rider Team in Vietnam has raised $2725 for her Kitesurfing team. Thanks to the generosity of their supporters they are already packing their bags and getting ready to fly to China for the final round where they are confident that Long will win the Kitesurfing Tour Asia. What stars! Special thanks to Ty Dawson, Rachel Uratoriu and Adrian von Kaenel for their particularly generous support. Their campaign has only one day to go so if you would like to grab some of their great gear and help cover their extra costs such as the visas for china, visit their campaign page now.

Motorsports fanatics

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George has been driving the team from Sydney Motorsports. He’s done a great job to raise $3875 so far and he’s still hungry for more. All the funds go towards building the most competitive car on the FSAE motor racing circuit. With four days to go you still have time to help them win the Australian competition later this year. Why not become a Nitro fuel sponsor?

“Queen of Sickline” extreme whitewater champion

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Ros, the “Queen of Sickline” has raised $3909. She needs just $91 to hit her target! Her European competitive tour is so close that she’s already moved out of her home by the whitewater center in Penrith. Now she’s crashing with friends and family before heading off to Europe to defend her title. Special thanks to Clarence River Canoes, Sportscene.tv, GoSea Kayak, The New Agency and the mysterious Blinky Bill for their generous sponsorship. Not to mention all the other kind supporters. With five days left, please check out the great merchandise and sponsorship opportunities and help Ros raise the last $91 to achieve her campaign target.

4 months ago
#new campaigns
#kayak
#kitesurf
#motorsport

Campaign Page Improvements

Yesterday we released new simple tabs on Sportaroo campaign pages! Horraaa!

This makes it easy to jump between campaign sponsorship opportunities and merchandise without having to scroll around.

We also added two tabs for campaign updates, supporter lists (including comments), and campaign details.

As a campaign owner, this also allows you to link directly to sponsorship deals or directly to your campaign merchandise. Just stick either /sponsorship or /merchandise on the end of your campaign url 🙂

As an example, this is now what Rosalyn Lawrence’s Extreme Kayaking campaign page looks like, check it out and let us know what you think!

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This is part of a long list of improvements we’re making to campaign pages and the site as a whole; we’ll keep you updated every time we add something new 🙂

Iz (Sportaroo)

5 months ago
#new release

That’s sick! Take a look at Rosalyn Lawrence, World Champion Extreme Whitewater Kayaker

Competing at the top level in any sport is tough, but extreme white-water kayak may be one of the toughest!

Ros Lawrence has been paddling on the rivers of Northern NSW (and the dam on her dad’s farm) for as long as she can imagine. Since then she’s come a long, long way, moving to live in Penrith and the Australian Whitewater Stadium, and competing at the highest level all over the world. Last year she won the “Sickline” Extreme Kayaking World Championship. She also has a great ranking in K1 and C1 Slalom Kayaking.

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Nonetheless, as is often the case in niche and women’s sports, funding is hard to come by. Ros often finds herself sleeping in a van or even in her kayak bag, alongside the roaring rivers she is preparing to battle the next morning. Let’s see if we can help fund Ros’ campaign to defend her “Queen of Sickline” crown in 2013!

Find out more at www.sportaroo.com/roslawrence.

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5 months ago
#new campaigns
#kayak

This campaign runs on the smell of an oily rag (with just a dash of Nitro for good measure)

Today, we’re excited to launch our first motor racing campaign on Sportaroo!

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Sydney Motorsport are a dedicated team of students form the University of Sydney. They’re incredibly driven by their mission to with the Australian FSAE motor racing challenge where they compete to design, build and race their own racing car. Some have the ambition to go on to work in the professional motor racing teams such as McLaren or Ferrari. Others are driven by the technical challenge and comeraderie within this crew. Together, their goal is to become Australian champions, and go on to compete in Europe and North America against teams from top Universities all over the world.

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The team have put together some compelling supporter packs including:

Snazzy t-shirts
Go on an exclusive tour of their workshop
Be a major sponsor
Or just shout them some Nitro (oooh yeah!)

Please take a look www.sportaroo.com/sydneymotorsport

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6 months ago
#new campaigns
#motorsport

Lets get the Icebirds a new bobsled!

Today we’re really excited about the media launch of our first sports crowd-funding campaign.

Swapping summer for winter, sun for snow, four of Australia’s top female athletes are taking on one of the world’s most frightening – and freezing – sports; the bobsled.

With two time Winter Olympian Astrid Radjenovic piloting and two time World Champion hurdler Jana Pitman ditching the spikes for a sled as brake woman, the ‘Icebirds’ are getting ready for their biggest challenge yet; the 2014 Winter Olympics.

The Icebirds are campaigning on Sportaroo to buy their own bobsled. Recently they’ve been borrowing or renting their bobsled from other teams but now it’s time for us all to help our Aussie team buy their own bobsled and give them the best chance possible on the ice. Please visit their campaign page and check out all the awesome gear, experiences and sponsorship packages on offer. Then after placing your order, please share their campaign with all your friends to maximise their chance to achieve their funding goal.

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6 months ago
#new campaigns
#bobsled

Finding your “purpose”. How to build supporter interest in your campaign

It’s amazing what a group of people can achieve when they believe in a common goal!

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A clear, inspirational, tangible “purpose” is a powerful way to connect to your supporters. When they see that you are raising funds for something important, they are much more likely to get involved.

What are the characteristics of a good campaign “purpose”?

A crucial step in refining your campaign “purpose” is to think about who your supporters are. What are they like? What motivates them? With them in mind your campaign should have the following characteristics:

Significant: It moves the dial for your team and your supporters. It is an important campaign which makes a difference to them in a way which they can identify with.
Authentic: No bullshit. No fluff. Your purpose should be matter of fact and simple as possible. You should communicate in a way which is human rather than corporate or political or using any other kind of jargon.
Specific: Your campaign should have a clearly defined end date and deliverable. Anyone should be able to assess whether this campaign is done.
Realistic: Your supporters should be able to see that this is something your team can achieve if everyone gets behind it. It should be inspirational but not impossible.

What to leave out

On Sportaroo your supporter order supporter packs, they dont donate and your campaign should inspire but not beg for support. We recommend that you do not use terms like “help”, “fund” or “support” in your headline. Just describe what you are tying to achieve.

Examples

A Sportaroo campaign can be about almost anything “sporty”. Here’s some ideas to get your started..

Give the team a performance boost

“A new bobsled for the Australian Womens 2014 Winter Olympics”
“A new forward player to help us stay ahead for the second half of the season”

Important equipment or infrastructure

“New portable goals for our all weather pitch”
“Upgrade the lighting at Belmont Park”
“Bats and balls for every team”
“Advanced coaching clinic”

Travel and accommodation

“Send us to the 2013 Table Tennis World Champions in Barcelona”
“Send the U13 players to attend the state selection trials in Melbourne”

Something for the local or sporting community

“3 new scholarships for our elite junior player academy”
“Ramps to the main gym so we can host the wheelchair national basketball team”

We’re here to help

We hope these tips have provided some useful guidance and inspiration. For more tips, about this or other aspects of running a Sportaroo campaign, all you need to do is register. We have a team of sports marketing and sponsorship experts available to help you brainstorm ideas for your campaign and your supporter packs as well as a detailed “Getting Started” guide. Visit www.sportaroo.com/start-your-campaign, fill out your details and we’ll be in touch as soon as possible.

7 months ago
#campaign school
#purpose
#early planning

Spaniards win the fans – Checkout the Football money league

It’s amazing how much revenue the major Spanish clubs have earned. Check out this infographic by Deloitte.

Deloitte Football Money League 2013

The Deloitte Sports Business Group presents the Deloitte Football Money League 2013

7 months ago

Hello Sportaroos!

Thanks for stopping by to read our first blog post! This is the blog of Sportaroo, the sports crowdfunding platform.

What is Sportaroo all about?

At Sportaroo, we’re on a mission to level the playing field so that every sports team or athlete, from grassroots to professional, can fund and support their passion for sport. It’s for everyone who’s into sport, wherever they may be. Sportaroo takes the risk out of sports fundraising because you don’t have to worry about finding or keeping that perfect “major sponsor”. Instead you can seek out a much wider set of supporters from many walks of life who are interested in your goals and what you have to offer in exchange. Additionally, Sportaroo takes the legwork out of sports fundraising by harnessing the power of the internet and social media. You can easily spread the work about your campaign by email, Facebook and other social media services and ask your friends and supporters to do the same, creating a groundswell of people who are standing behind you, to make your sporting dream come true.

Do you know an athlete or team who could use Sportaroo? Let them know that they can start their campaign here and we’ll see what we can do to help!

So what do you think?

We’d love to hear your feedback? How can we improve? What would you like to see at Sportaroo? Just drop us a line at [email protected] and we’ll be all over it.

Thanks!

Team-Sportaroo