It is often said that true charity has to be anonymous and everything else is PR.  However, to those disadvantaged in any way, does it matter if a benefactor is rewarded for their act of giving?  The answer is almost definitely ‘no’ and charities now need to do more than tug at heart strings if they’re to maximise their revenue potential.

Given that providing as compelling a business case as possible can be key to securing corporate funding, and with so many worthy causes vying for our attention, how should smaller charities pitch themselves to optimise their chances?  Simply out-deserving the next most needy is not going to guarantee a revenue stream.

With a global database now exceeding 20,000 business people with a passion for rugby, we have a unique opportunity to see what intellectual input could do for a charity lacking an agency or a marketing and communications arm as it just so happens I know of one.

As per the above, this is not a cap-in-hand plea for funding, but simply a request for advice.  The best answers received in response to this article will be published on our website with all your company details and, hopefully, a happy ending to the story outlined below.

10245584_248971905289313_5512596761778389861_nWhilst in Uganda in March of this year, I was lucky enough to train with Entebbe Rugby Club.  The club is composed of four sides: a men’s team known as the “Mongers”; two girls’ teams from local orphanages known as the “Sharks” and the “Whales”; and a Tag Rugby team comprised of local schoolchildren.  These all currently share a soccer pitch with Entebbe Secondary School.

The club currently requires help as Entebbe Municipal Council has donated a piece of undeveloped land of approximately 1.3 acres for their sole use in developing the game of rugby in the area.  The project has the full backing of the Ugandan Rugby Union, but no funding is available and the lack of progress so far has led to the worrying development of a local football club petitioning for the rights to the ground.

Construction of the playing surface (including irrigation and drainage), basic changing facilities and a storage room for equipment are projected to cost around 70 Million UGX (only £16,500).

The facility, once developed, will be used by around 250 people per week, mostly school children and disadvantaged young adults.  To read about the incredible work of one of the club’s key orphanages, Malayaka House, click here.

1958193_10152274935381550_1207389278_nEntebbe RC are open to any suggestions, from ground naming, team sponsorship (the teams from the orphanages alone gain huge PR coverage in Uganda and in western press), corporate days and fund-raisers.

Uganda is an area of growth for many large multinationals, with companies like Royal Dutch Shell and Barclays being well represented in-country.  Surely the minimal outlay, activated intelligently, would provide excellent value even before CSR, goodwill and satisfaction are factored in.

So, to all you marketing marvels, sponsorship activation specialists and spin doctors, how and to whom should Entebbe Sharks present this opportunity in order to stand the best chance of securing a facility for their community?

Please email your thoughts to alex@therugbybusinessnetwork.com even if you’re just notifying me of wanting to have a chat.  Any help will be very gratefully received by everyone involved and your expert advice will guarantee exposure to 20,000 potential business partners/friends.


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