Know-How Exchange : Strategy

Hi, Michele! I can't offer you a cohesive strategy, but let me share some of the ideas that came to mind when I read your question.

Your baby brother is probably a land animal. However, I immediately was reminded of a tactic I suggested to SteveB for the Dolphin Institute (see https://www.marketingprofs.com/ea/qst_question.asp?qstID=1638). If his team doesn't have a website, build one. On their site, put some low-to-mid-dollar fundraising links that will entice visitors to contribute in exchange for clever trinkets (stickers?) or virtual heartwarmers. Things like:

"Buy a breakfast for the team"
"Move the team another mile" (contribute $X for Y miles of travel; put a digital odometer showing how close they are to that fund goal)

Obviously they would need to put their URL everywhere and try to muster up some good PR.

An email newsletter could recognize special contributors, profile individual team members, and inform people how close they are to the goal.

Also, I wonder if you could convince a few martial arts celebrities to donate some personal items that the team could auction on ebay?

I'll try to keep thinking about ways to get businesses to sponsor them. If I come up with more, I'll be back!

- Shelley

Find International companies interested in Chinese exposure, and get them to sponsor in exchange for wearing a patch on their gui, jackets, bags, hats, belts, etc.

One place to find people interested in Kung-Fu would be at area training facilities and especially at a regional competition - could you put flyers up at the DoJos (did I spell that right?). Could you set up a tabletop at local competitions?

In the States, many organizations raise money in cooperation with area merchants thru point-of-purchase displays. Could you enlist area merchants to help you sell something? (Since you are "ambassadors to China" - and trying to create interest both in China relations and in Martial Arts - you might select an item to sell which has a Chineses connection, e.g. a Chinese candy bar, those little bamboo plants, imported health drinks, chinese handcuffs... something)

In addition to Kung-Fu competitions, are there other sports competitions (e.g. Soccer) at which you could set up a tabletop, and maybe sell refreshments, etc. to raise money?

Good luck!

I had one idea that seemed just a bit too wild, but it just won't go away...

When I think of the positive aspects of the martial arts, I think of discipline, determination, etc. Suppose there were some sort of a safe but highly visable public place that your team could practice early in the AM on a regular basis, close to a major highway. You could be out there regularly, working hard, with a billboard or posters or something announcing your goal, showing your progress towards your fund raising goal, and referencing your web site.

If this is highly visable to AM (or PM) rush hour traffic, and you demonstrate your dillgence and dedication by sticking with the program, you would probably get some media exposure as well.

Talk to airlines for a start. You need airfares, they have spare seats at low incremental cost to trade for extra PR.

The "Discipline" angle is interesting... Do the SA Defence Forces sponsor civilian activities?

In any sponsorship you need to have various levels of "package" (say Gold, Silver, Bronze) which translate to more money = more coverage/PR).

You also need to get the story of disciplined young kids working hard to fulfil their Kung Fu dreams out there in the media. Start wth local newspapers and work through to breakfast/evening current affairs programs.

Pick one or two participants who have overcome particular difficulties to be part of the team.

Tug at heart strings to open purse strings...

Michelle,

what is the track record of the participants? Do any of them have local, national or international rankings? I am asking because I wrestled and wrestlers are known by their rankings. Their rankings give them a certain level of status. My thinking is if you can leverage this in a sponsorship promotion it may help. My daughters a cheerleader and over the last four years they have won state, then regional competitions. In order to go to Florida and compete in Nationals the community bans together with corporations simply because of the hope that they might win a national championship.

I realize martial arts is not popular there but most people like the opportunity to support a potential winner and sometimes even an underdog. I've got a call in to a friend of mine who is black belt and he competes in Korea once a year. As soon as I reach him I'll let you know what he does. I hope this helps and I believe your solution is right under your nose. Tell your brother to go for it. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE