Nonprofit Sports Sample Marketing Plan - Financials

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Nonprofit Sports Marketing Plan

All4Sports
This sample marketing plan was created with Marketing Plan Pro software.

Financials
All4Sports is committed to balancing its operating budget and operating on a solid financial foundation. These efforts are based on a mixture of fund-raising, charitable gifting, tournaments, and fees. Just as revenues are tracked, internal expenses are closely monitored. The goal of All4Sports is to continue to provide a quality youth sports experience at an affordable cost. This is a tremendous challenge, due to the size of the program, unpredictable costs in areas such as facilities, and uncertainties in participant revenues. All4Sports is intentionally emphasizing the need to reduce reliance on fee-based revenues and look toward contributions from other sources, particularly businesses, to support the program. This approach will enable the program to realize the objective of keeping fees affordable while continuing to offer a quality program for all participants. All4Sports has an independent auditor's report conducted annually that includes financial statements and additional information. The following information is based on the 1997 and 1998 Independent Auditor's Report. The following summarizes key facts regarding the financial status of All4Sports and its 1998 results: Revenues in 1998 totaled $1,732,658. A total of 65% of those revenues are from Participation Fees, Donations and Contributions, Special Events, and Gifts-in-Kind. - Supervision Grants account for a combined 34%. Expenses for 1998 were $366 over revenues. "People-related" expenditures represent 47% of expenditures. Non-program operations account for 9% of the total expenditures.

Plan Outline
Executive Summary Situation Analysis Marketing Strategy Financials Break-even Analysis Funding Forecast Funding by Participant Fees Funding by Fundraising Events Funding by Donations Expense Forecast Expense by Program Expense by Administrative Expense by Fundraising Contribution Margin Controls

Break-even Analysis
Our break-even analysis is based on the ongoing overhead costs we incur to keep the doors of All4Sports open. Fixed costs including the building lease, payroll, utilities, and marketing costs are an estimated $10,250. This number level is due to our dependence on volunteers to run our program. Our assumptions on the average unit revenue are based on the average participant fee. The result of this analysis offers general insight regarding the number of average participants we must have involved in the program each month.

Break-even Analysis

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Monthly Revenue Break-even Assumptions: Average Percent Variable Cost Estimated Monthly Fixed Cost

$10,257

6% $10,250

Funding Forecast
Monthly revenues for the 2000 calendar year will fluctuate based on the seasonality of the sports offered and the projected level of participation in each sport. The forecasted revenues range from a dramatic low of $16,535 in September as schools are getting started, to a high of $115,360 in November with the Fall Soccer, Tackle Football, and Volleyball seasons overlapping. Donor Drive - The Donor Drive effort depends on the commitment of key volunteers to raise funds through corporate and individual contributors throughout the area. This includes leveraging the resources of corporate sponsors and initiating an Adopt-A-School Scholarship Fund Sponsors program where businesses are partnered with specific schools. Sponsors and Donors are recognized in numerous ways for the valuable role they play in the organization. A Taste of Medford - All4Sports has created a culinary tradition with the fund-raising event "A Taste of Medford." Restaurants from throughout the area come together to offer a taste of their menu, and businesses and individuals pay admission to sample their cuisine throughout the evening. Since its inception, this highly publicized event has become an annual highlight and a financial success for more than a decade. This is due to continued public appeal, corporate sponsorships, and experienced volunteer leadership. Value Checks - Since 1993, All4Sports T-ball, baseball, and softball participants have sold these sought-after coupon books. The relationship with and support of numerous businesses throughout the area also provide an effective promotional medium for marketing efforts. Grants - All4Sports continues to identify grants on a national and local basis that complement the goals and efforts of the program. Grant sources have included the U.S. Department of Housing & Urban Development, Recreational Activities Valuing Education and Sports (RAVES), and the Willard Family Foundation. Work continues to expand the impact of the All4Sports Foundation. The recent adoption of by-laws further recognizes and empowers this entity. The Foundation will establish relationships with key individuals and organizations that desire to provide significant financial support to All4Sports on an ongoing basis. The long-term objective is to provide financial stability to support program quality and expansion and reduce dependence on program fees. Costs associated with facilities are just one example of the need for these resources in addition to the other revenue sources for the program.

Funding Forecast 2001 Funding Participation Fees Private Donations & Contributions Total Funding Direct Cost of Funding Grants Private Donations & Contributions Subtotal Cost of Funding $935,000 $131,500 2002 $938,500 $138,000 2003 $948,000 $144,000 2004 $983,000 $148,000 2005 $995,000 $157,000

$1,066,500 $1,076,500 $1,092,000 $1,131,000 $1,152,000 2001 $50,000 $15,000 $65,000 2002 $60,000 $17,500 $77,500 2003 $60,000 $20,000 $80,000 2004 $75,000 $22,500 $97,500 2005 $80,000 $25,000 $105,000

Funding by Participant Fees

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The following summarizes the projected revenue from participant fees on a monthly basis for the upcoming year. Note the variance based on sports season and overlapping sports.

Funding by: Participant Fees 2001 Funding Fall Soccer Flag Football Tackle Football Total Average 2002 2003 2004 2005

$215,920 $360,000 $380,000 $400,000 $425,000 $14,253 $24,000 $24,500 $25,000 $26,000 $836,327 $692,500 $687,500 $706,000 $701,000 $1,066,500 $1,076,500 $1,092,000 $1,131,000 $1,152,000 $355,500 $358,833 $364,000 $377,000 $384,000

Funding by Fundraising Events

Our fund-raising events are a critical component to our revenue base, particularly in relation to the "Taste of Oregon" and "Value checks" efforts.

Funding by: Fundraising Events 2001 Funding A Taste of Oregon Value Checks Other Total Average 2002 2003 2004 2005

$85,000 $96,000 $102,000 $115,000 $124,000 $136,500 $142,000 $150,000 $160,000 $170,000 $845,000 $838,500 $840,000 $856,000 $858,000 $1,066,500 $1,076,500 $1,092,000 $1,131,000 $1,152,000 $355,500 $358,833 $364,000 $377,000 $384,000

Funding by Donations
Donations from private and corporate sources are one of the most stable and predictable sources of income. Our objective is to increase corporate contributions. Gifts-in-kind offset program costs, such as when sports equipment is donated, and goods are also supplied for the various auction events held.

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Funding by: Donations 2001 Funding Private Corporate Gifts-in-Kind Total Average 2002 2003 2004 2005

$131,200 $134,000 $136,000 $138,000 $140,000 $177,000 $280,000 $310,000 $330,000 $350,000 $758,300 $662,500 $646,000 $663,000 $662,000 $1,066,500 $1,076,500 $1,092,000 $1,131,000 $1,152,000 $355,500 $358,833 $364,000 $377,000 $384,000

Expense Forecast
Our expense budget is based on maximizing the return from our marketing and promotion efforts. We must closely monitor this return to determine what events are generating the most revenue based on the actual dollar investment. Another resource we consider is the number of volunteer hours required, based on a "ceiling" of hours, that we have access to each year from our volunteer base.

Marketing Expense Budget Special Events Private Donations & Contributions Other Total Funding and Marketing Expenses Percent of Funding 2001 $9,300 $5,900 $8,810 -----------$24,010 2.25% 2002 $14,800 $6,200 $12,000 -----------$33,000 3.07% 2003 $15,500 $7,400 $12,500 -----------$35,400 3.24% 2004 $17,500 $8,000 $13,000 -----------$38,500 3.40% 2005 $18,800 $8,500 $14,000 -----------$41,300 3.59%

Expense by Program
Program expenses are contained due to volunteer hours. It is clear that All4Sports is a volunteer-driven organization. The work of volunteers is an integral part of All4Sports. For example, 1998's programs consisted of 2,045 teams with an estimated 4,230 head and assistant coaches volunteering an estimated 300,000 hours. Based on the April, 1997 study by Anderson Research, All4Sports enjoys a positive perception among the coaches involved in the program. The number of teams and coaches is greater for 1999 and the perceptions are anticipated to be as positive. All4Sports could not survive without this invaluable and committed resource. Annual recognition programs, awards, and events are designed to acknowledge the irreplaceable roles these volunteers play.
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acknowledge the irreplaceable roles these volunteers play.

Expenses by Program 2001 Expenses Fall Soccer Flag Football Tackle Football Total Average 2002 2003 2004 2005

$900 $1,000 $1,200 $1,350 $1,500 $500 $600 $800 $900 $1,250 $22,610 $31,400 $33,400 $36,250 $38,550 $24,010 $33,000 $35,400 $38,500 $41,300 $8,003 $11,000 $11,800 $12,833 $13,767

Expense by Administrative
Administrative expenses are based on supporting our staff, along with temporary employees that are brought on to meet seasonal demands.

Expenses by Administrative 2001 Expenses Staff Temporary Other Total Average 2002 2003 2004 2005

$3,450 $4,000 $4,400 $4,800 $5,100 $1,100 $1,200 $1,300 $1,400 $1,500 $19,460 $27,800 $29,700 $32,300 $34,700 $24,010 $33,000 $35,400 $38,500 $41,300 $8,003 $11,000 $11,800 $12,833 $13,767

Expense by Fundraising
Fund-raising expenses relate to costs incurred to identify, communicate, and receive donations from private and corporate donors.

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Expenses by Fundraising 2001 Expenses Private Corporate Other Total Average 2002 2003 2004 2005

$1,790 $1,900 $2,150 $2,300 $2,450 $3,800 $4,000 $4,250 $4,500 $4,700 $18,420 $27,100 $29,000 $31,700 $34,150 $24,010 $33,000 $35,400 $38,500 $41,300 $8,003 $11,000 $11,800 $12,833 $13,767

Contribution Margin
Based on past performance, our fund-raising efforts are realistic. We enjoyed a $20,000 surplus last year and hope to have a similar experience in the year ahead. The challenges will be to develop greater revenue streams from corporate sponsors and to become proportionately less dependent on participation fees. This is expected to offer a more stable source of revenue for the future and reduce the efforts to secure these funds. We expect our special-event fund-raising activities and individual contributions to remain relatively constant as a percent of total revenues. The involvement of the Board of Directors and the formation of the foundation committee will be critical to our success in this area.

Contribution Margin Funding Direct Cost Other Variable Costs of Sales Total Direct Cost Gross Surplus Gross Surplus % Marketing Expense Budget Special Events Private Donations & Contributions Other Total Funding and Marketing Expenses Percent of Funding Contribution Margin 2001 2002 2003 2004 2005 $1,066,500 $1,076,500 $1,092,000 $1,131,000 $1,152,000 $65,000 $77,500 $80,000 $97,500 $105,000 $1,400,500 $1,530,000 $1,578,000 $1,655,000 $1,718,000 -------------------------------------------------------$1,465,500 $1,607,500 $1,658,000 $1,752,500 $1,823,000 ($399,000) ($531,000) ($566,000) ($621,500) ($671,000) -37.41% -49.33% -51.83% -54.95% -58.25% 2001 $9,300 $5,900 $8,810 -----------$24,010 2.25% 2002 $14,800 $6,200 $12,000 -----------$33,000 3.07% 2003 $15,500 $7,400 $12,500 -----------$35,400 3.24% 2004 $17,500 $8,000 $13,000 -----------$38,500 3.40% 2005 $18,800 $8,500 $14,000 -----------$41,300 3.59%

($423,010) ($564,000) ($601,400) ($660,000) ($712,300)

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Nonprofit Sports Sample Marketing Plan - Financials

Contribution Margin Contribution Margin / Funding

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($423,010) ($564,000) ($601,400) ($660,000) ($712,300) -39.66% -52.39% -55.07% -58.36% -61.83%

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