Fundraising 2.0: campaigns for clubs

Total fundraising income is rising — by 2.9% in the most recent quarter compared with last year. But at the same time, the number of individual donors is falling by 1.9%. That means ever fewer people are giving more. For clubs that depend on broad support from their community, diversifying fundraising methods is essential.

What is peer-to-peer fundraising?

With peer-to-peer (P2P) fundraising, you mobilise your own members and supporters to raise money on behalf of the club through their personal networks. Instead of the board approaching all sponsors and donors, a snowball effect emerges: 50 members who each reach 10 people deliver a potential reach of 500 donors.

Five models that work

1. Individual player fundraising

Let players create a personal fundraising page — for example, for new kit, training equipment or a tournament trip. Personal motivation works: "Help me and my team reach the regional final" is more compelling than a generic club appeal.

2. Team challenge

Set a concrete goal: "We want to raise €5,000 for our kit." Create a shared page, have team members share it via social media and WhatsApp, and keep a public counter — for example, on the narrowcasting screen in the clubhouse.

3. Fan funding for facilities

Major investments — a new artificial pitch, LED lighting, changing-room renovations — lend themselves perfectly to crowdfunding. Supporters feel ownership: "I contributed to our new pitch." Offer rewards in return: a name plaque, a season ticket, or a mention on the sponsor board.

4. Event-based P2P

Organise a sponsored run, cycle ride or swimming marathon where participants collect pledges. The event creates urgency and a deadline. Combine it with narrowcasting: show the live total on the screen.

5. Seasonal giving campaign

Around the holidays or at the end of the season: a focused campaign with a clear goal. In the Netherlands, the tax advantage of ANBI (public-benefit institution) status provides extra motivation for donors — gifts are tax-deductible.

Technology makes it accessible

There are now dozens of platforms available that make P2P fundraising low-threshold: personal fundraising pages, integrated payments, social media sharing, and automated thank-you emails. You do not need an IT department to set this up professionally.

The role of your screens

Narrowcasting screens are a perfect medium for putting fundraising campaigns in the spotlight. Display a QR code that links straight to the donation page, show progress with a visual counter, and thank donors publicly. Visibility encourages contributions.