GOLF MAKES MONEY
A Good Source of Revenue for Long Island's Charitable Organizations

STORY BY MAUREEN TRAXLER
PHOTOS BY MIRANDA GATEWOOD

The Carol Baldwin Breast Cancer Research Fund's Annual Celebrity Golf Outing may be three months away, but Executive Director Eileen Barber remarks that when July 24 arrives, nearly a year will have passed since the outing's plans began. Yvonne Grant, executive director of Girl Scouts of Suffolk County, echoes Barber's words, saying that plans for future outings begin as soon as each year's event concludes. She adds, "We've already booked the honoree for our 2007 Golf Classic."

Many charitable organizations, nonprofits and social service agencies agree, planning a golf outing is plenty of work. Committees must be formed, honorees chosen, sponsors solicited, advertising placed, mailings sent, donations for auctions, raffles and prizes secured, and the right venue selected.

"Nationally, running golf outings as fundraisers is up there with gala dinners," notes Hilary Hartung, Education & Assistance Corporation (EAC) assistant vice president for marketing and public relations and president of the Long Island chapter of Executive Women's Golf Association (EWGA). Marsha Gittleman, director of development for United Cerebral Palsy of Suffolk County and current president of the Long Island chapter of the Association of Fundraising Professionals, names two reasons why so many nonprofits are having golf outings: first, because the causes are worthy, and second, because the Long Island community is based in events. She says, "People are used to associating their donations with an event. Whether it's a corporate contribution or personal gift, the golf component makes it easier to write the check."

"Organizations can raise from $40,000 to half-a-million dollars depending on sponsorship levels and support from within the community that supports their cause," says Hartung. The wealth of a charity's donor network often contributes to the potential financial success of the event. Yet, golf outings have helped organizations significantly in meeting their fundraising needs, while raising awareness for their causes and giving enthusiastic golfers an event to remember.

The course and date

"Getting the right course can make money" for organizations, notes Hartung. If a nonprofit chooses to play on a public course, there's only so much they can charge their golfers, so many try to book their outing at a private club. "Where the outing is being held is what entices attendance," she adds. Long Island has some magnificent courses, but golfers may only get to play them if they are members or invited guests. Therefore, the chance to play at one of the prestigious private clubs is "a big treat," continues Hartung. In addition, these clubs are known to provide excellent spreads for brunches, cocktail hours and dinners.

Like other nonprofit organizations, Barber says the Baldwin Research Fund counts on Board and committee members to help find an appropriate course. "We often have members who belong to clubs" and they're a great asset, she notes. Their upcoming Celebrity Golf Outing will take place at Nissequogue Golf Club in St. James.

According to John Glosek, Jr., publisher of Golfing Magazine, Long Island hosts some 1,400 golf outings - corporate and charity - each golf season, with 95% of those outings benefiting charitable organizations or individual worthy causes. Long Island has about 130 golf courses, so choosing a location can be a challenge, too.

Sponsors and the price tag

While others may hire an event planner, Barber says her organization's outing is put together in-house in order to maximize dollars for research. This year's Presenting Sponsorship goes for $30,000; however, the Celebrity Outing's sponsorships include Eagle sponsors ($15,000), Birdie sponsors ($10,000), par, brunch, trophy, halfway house, cocktail hour, photo, and on down to golf cart sponsors ($3,000). And, they hold down costs on advertising by counting on the golf committee to "do more of the leg work."

Sponsorships provide the seed money to manage the events. United Cerebral Palsy's Susan Eckert notes that for their 17th annual Golf Classic coming up at the Glen Head Country Club, UCP sponsorships range from $15,000 for a primary sponsor down to $250 for a tee sign. They'll also have raffles, like "foursomes to a private club," and on-course contests, like "Beat the Executive Director's ball." They often have $100-a-ticket raffles for expensive prizes. While UCP's fundraising goal for its May 8 "sold-out" event is $200,000, the organization is proud to say that 91% of the proceeds go to programs and services.

Glosek, who attends many charity outings, points out that the number and variety of raffles, contests and auctions "depend on how the organization wants to balance out the day." All of the charities rely heavily on the generosity of donors to bring in these items and "good wholesale prices," says Girl Scouts of Suffolk's Yvonne Grant.

At the Sass Foundation's 14th Annual Golf Outing on May 8, vendors purchase a table, and after bringing in a certain amount of dollars for themselves, they donate back to Sass a percentage of additional profits. This year, the foundation has brought in about $75,000 in sponsor pledges and expects to net well above the $21,000 raised last year.

That special touch

Charity golf outings on Long Island can cost a golfer anywhere from $150 to $750 for the full day's events. But, UCP's Gittleman says that participants get much "in excess of what a round of golf would cost. They get a terrific day and terrific amenities."

Ann Liguori, owner, producer and host of the longest-running sports interview series, "Sports Innerview with Ann Liguori," notes there are so many outings that an organization has to "distinguish" itself. She says that at the Ann Liguori American Cancer Society Celebrity Golf Classic the "goodie bags are worth more than the price of attendance at the all-day outing." Liguori founded and continues to serve as tournament director of the ACS event; the ninth Classic will be held June 26 at the Hampton Hills Golf Club.

"One of the biggest moneymakers is the live auction," says Liguori. With her many national and international contacts, Liguori is able to put together some extraordinary raffle prizes, such as a trip to play golf at a course in Ireland with air fare and an overnight stay in a castle, or a trip to Palm Springs where the lucky winner plays with a pro. With the prestigious setting and great prizes, the Ann Liguori Classic can expect to raise close to a million dollars. The event helps benefit local projects, including the summer camp for children with cancer held on Shelter Island.

Golf outings "are among the more expensive ways to fundraise," adds Barber, but the chance to play with a celebrity helps sell the event. Last year, their outing raised a minimum of $160,000, which went a long way toward the Carol Baldwin Breast Cancer Research Fund's contribution of $250,000 to local researchers in 2005.

Executive director Lois Lerner says this year, the Sass Foundation will add Duplicate Bridge to its Annual Golf Outing at the Mill River Country Club, and they're expecting 80 to 100 card players. "It looks like this will be the most successful event to date," says Lerner. Since philanthropists Martin and Barbara Sass generously fund all operating expenses, proceeds from the foundation's events go to research for cancer and blood-related diseases, educational lectures for doctors and fellowships for medical students, and patient care.

At UCP's Kathleen O. Maul Memorial Women in Business Golf Classic at the Hamlet Wind Watch on September 12, women will be greeted, escorted to the club, and brought to lunch at the halfway house by "Men in Kilts." This tradition was added to the 11-year old event three years ago, when the outing was renamed in memory of former executive director Kathy Maul; the men include her husband, brothers and cousins. The event attracts starter golfers and is an excellent networking opportunity.

In addition to the Maul Memorial Classic, UCP has a third outing, its Down Under Scramble, August 7, also at the Hamlet. Each of the three events has a "different appeal," says Gittleman. The Down Under features food and beverages by Outback Steakhouse, which serves up a barbeque of lamb chops, shrimp and other mouthwatering dishes, and plenty of margueritas. The event also has a flavor of sportsmanshipÑinitially attracting New York Jets alumni and now local athletes. The combination of UCP's three outings brings in about one-third of the their annual income.

Grant of Girl Scouts of Suffolk says, their event is "known for their gift baskets that include spa packages, a pasta bowl filled with fixings, desk sets and more. They offer games on the course for small prizes and a 50/50 raffle. The annual Girl Scout cookie sale brings in the bulk of their income and helps the girls learn while earning funds for their troop treasuries, but, Grant adds, "part of our mission is to use other methods of fundraising." This year's 17th Annual Outing on July 17 at the Island Hills Golf Club is expected to raise $50,000.

Nancy Connors, vice president for institutional development, notes that St. Joseph's College has successfully "partnered with business in the past," but will begin to highlight some "very successful alumni." Its 16th Annual Golf Tournament on May 30 at the Sands Point Country Club will honor Peter Meyer, an alumnus of the Brooklyn campus and a senior vice president of Commerce Bank.

The goal of the St. Joseph's outing is to raise $100,000 for the athletic department, but Connors adds that they generally go beyond their goal. The proceeds support men's and women's sports at the Brooklyn and Patchogue campuses, helping to fulfill equipment needs and defray travel expenses. The Patchogue athletic director, a golfer himself, as well as coaches and students, assist with the event, and a core of 20 athletes is expected to be on hand at the outing. "It's also a good way for students to interact with business professionals, and make connections with some of Long Island's business leaders," Connors says.

EAC will spark up its 16th annual golf outing on June 26 at North Hills Country Club with a Hawaiian theme that will infuse the day's events, from the entertainment to a Tiki brunch and a luau. EAC generally raises $100,000 through its outing.

An outing without golf

On June 20, Women Golf and Business will host its 10th annual Luncheon at the Eisenhower Park Pavilion in conjunction with the Commerce Bank Championship, PGA Senior Tour event. Karen Strom says that the lunch attracts about 300 women for an afternoon of networking and socializing, and features the usual outing amenities of raffles and a silent auction with prizes like threesomes and foursomes at high-end golf clubs. This year's guest speaker, Ann Liguori, will surely wrap golf into the conversation. The luncheon benefits Schneider Children's Hospital and nets between $25-30,000.

Coordination and the Golf Committee

"The larger and stronger the golf committee, the better the event will be," notes Gittleman, and Barber adds that a golf outing needs "a dedicated committee pounding the event." Long Island's charitable organizations have been able to put together extraordinary golf committees. According to Hartung, "The only way to grow your event is to bring in new people, get them familiar with the agency, and have them work their relationships." She believes that the chairperson is key, not only because he or she has established contacts, but also because that person can teach the committee how to get the job done.

Bringing in the golfers

The Sass Foundation's Lerner says that they contact donors who are "flagged for golf" in their database, and it seems, charitable organizations bring in many satisfied golfers from past events. While some say attendance is predominately male, St. Joseph's outing attracts a mix of over 130 men and women. Grant notes the Girl Scouts of Suffolk's participants "are very loyal to their outing," and they have a wait list. With a few women golfers on their Board, they are building a core of women outing attendees.

UCP's Women in Golf Classic began a dozen years ago in response to low attendance by women at its main golf outing. EWGA's Hartung says women are moving into higher positions in their companies, and now, "They have the buying power, the budget to purchase foursomes and take clients out," she adds. EWGA offers its 700 members clinics on golf etiquette and rules, which give women the confidence to get started in the game and join the guys on the green.

Although Long Island's insatiable appetite for golf is a good fit for charity fundraisers, Barber emphasizes that "Making money at a golf outing begins with your charity's mission, what people are buying into and what people want to support. [The charity] must feel strongly about its mission and how it impacts the community." UCP's Gittleman notes that organizations are hoping to meet a few people, have them take an interest in their cause, invite them to see their program, and perhaps put them on the donor list. She adds, "Any event is not an end, it's an opportunity to engage a new friend."