Can the FIFA World Cup boost your fundraising this summer?

Charities have many tools in their fundraising toolbox and using the public’s interest around major sporting events is a great way to engage with them, raise awareness and generate additional funds.

With The Fifa World Cup fast approaching (11 June – 19 July), this is a great opportunity to be creative and maximise interest and support. 

England’s World Cup group games take place on the following dates, but you needn’t limit activity to the national team.

• England vs Croatia – June 17, Dallas, 9pm (UK time) 
• England vs Ghana – June 23, Boston, 9pm (UK time) 
• Panama vs England – June 27, New York-New Jersey, 10pm (UK time)

Depending how they progress after this there may be further dates during the knock-out phase through to final – we can but hope!

Here are our suggestions for promotion ideas which charities of all size can engage with:

• A World Cup Sweepstake – a simple pay to enter and randomly pick a team and the winner gets a share of the proceeds. This can be rolled out multiple times for example in different venues and with different partners.
• Penalty shootout event – try to beat the goalie and pay a small fee to have a go. Maybe you can engage with local sporting teams to take part. Great for engaging with a younger audience at schools or in public parks and other sporting venues.
• Wear your team’s kit day – whether to school or work, partner with local organisations to wear a favourite football shirt for a donation.
• Photo/video contests – great for sharing on social media channels, especially if it involves footballing pets and encourage awareness and donations to your organisation. 
• Themed watch party – partner with a local venue to watch the key games and charge an entry fee or use the half time space as an education opportunity for a bucket collection.
• Football themed quiz night – test your football and general knowledge as part of a football themed quiz night and encourage corporate partners to come along.

Encouraging your team and volunteers to be creative around these types of national and international event and contribute their own ideas is a great way to motivate them. Don’t forget whatever you do, maximise your use of social media channels, your website and local media outlets to engage with as wide an audience as possible. 

Practical considerations

As with any fundraising activity, it is important to plan appropriately: 

• Ensure events are risk assessed and approved by trustees where required  
• Put in place secure processes for handling, storing and banking cash  
• Follow data protection requirements when collecting supporter information  
• Consider any licensing or permissions needed for public screenings and event insurance 

Make the most of the moment

The FIFA World Cup is one of the few events that captures widespread public attention. With the right approach, it can provide a timely boost to fundraising and supporter engagement. 

Now is the time to plan, get creative and make the most of the opportunity.

If you would like assistance looking at approaches to fundraising for your charity, please do get in touch.