Event Fundraising Lessons from Alabama Football

Seven Saturdays per year over 100,000 people travel to Tuscaloosa, Alabama. While often considered a “religion” in the South, it is also an exceptional crowd development event. As development professionals that host events to further causes, what can one learn from the best in the football business?

1. Discipline + Passion.

Too often, as nonprofit directors, we focus on the hundreds of details required to host a “perfect” event and forget to include passion on the checklist.

When executed well, the details of an event disappear and it allows the guest fully engage. However, we often see event fundraisers get wrapped too tightly around the 'to-do' list and perfection kills passion.  

 Add Passion to the Checklist: Obviously, there are hundreds of people who work in/around the Alabama stadium checking tickets, serving food and guiding guests in a highly organized way. However, they also exude passion. Each person greets you with a cheery “Roll Tide” or “Enjoy the Game.” They are wearing the colors, and like you, are focused on the same goal.  

• Select Volunteers Wisely. Approach your volunteer recruitment as you would a hire, these individuals will represent your organization and they need to be positive, passionate, problem-solving people. 
• Train your front line. Train event volunteers so that they are confident about their duties and recognize how their energy impacts the passion of the event.   
• Protect the “student” section. Actually, first you need to include the “student section”. A fundraising event must include your high-passion donors.  We all know that the student section is the rowdiest section of the stadium. There are always complaints about it, but would they ever consider taking it away so the VIPs could enjoy the game in peace? Not a chance. Don’t short-change passion for the assurance that everyone has a perfect experience. 

 2. Define the Win. 

In advance, communicate your goals, what you need to achieve and how you plan to do so.

It is powerful to be in the same space with many people who have the same goal. It’s the difference between leaping off the couch after a touchdown and hugging the stranger in the row behind you. 

• Cultivate a Winning Attitude. Celebrate early successes — a sold-out event, bringing a new event to life (if it is a new event), early funding and what you’ve already achieved. 
• Cheer. Ok, so perhaps you do not want your guests to paint their faces and scream at an event, but can you figure out an equivalent “cheer”? Examples: Raise your glass to a new grand total. Unveil a project that is now funded because of the donors in the room. Use music strategically.

3. Train your fans.

Alabama fans know their role in the event –when to cheer, songs that queue certain actions.  The consistency causes guests to feel like they are ‘on the team’.   Annual fundraising events can function similarly.   

•  Create event queues. Reimagine your event program so that it drives passion and action. The music playing when you enter the ‘field’, the favor on the table, perhaps it is the way that dessert is served or a unified verbal response from guests. Find an event queue that draws guests onto the team.

4. Include your fans (donors) in the winning story.

At an Alabama game, the screens show winning plays from previous years, Nick Saban holding a crystal football, and a pictures of the fans. Tell your winning story and include your guests in the visuals (i.e. celebrate your nonprofit’s accomplishments and then show a picture from last year’s event). Thank your guests when interviewed.

5. Give your team credit for the win.

When Nick Saban enters the field at game time, he is turned backwards toward the team cheering them on. He is not waving at fans or making himself the celebrity.  Similarly, the executive director should seldom (if ever) take the stage at an event – except to thank the team.  Put your team (staff, board and event committee) front and center.  You've coached them well.