Building a Highly Effective Booster Club
Consistent, high-performing sponsorship fundraising starts with strong booster clubs or engaged coaches who prioritize sponsor outreach. Success hinges on organized efforts, including a polished rate card, structured follow-ups (since most sales happen after multiple touches), and a professional sponsorship committee to manage outreach and logistics.
Programs should begin by targeting personal connections, then expand to local and nearby businesses—especially those in real estate, healthcare, and finance. Assigning each family or player the task of selling one ad can generate tens of thousands in revenue, provided expectations are clearly communicated and enforced. Tools like professional rate cards, videos, and online sign-up forms streamline the process, while ongoing communication, accountability from leadership, and strategic incentives help maintain momentum and ensure long-term success.
Best Practices for Selling sponsorships for your High School Program or Media Guide
At storyoftheseason.com, we have helped hundreds of teams in dozens of states raise money with sponsorship programs. Whether you are selling ads in a media guide, banners on a field, or doing a comprehensive sponsorship package, we have you covered!
Sports teams that successfully fundraise with local businesses all have similar characteristics. Firstly, they have a well established, committed booster club with engaged members who deeply care about supporting the Program. Yorba Linda High School Football in California raised $26,500+ in 2025 by selling sponsorships in Story of the Season. Lakeville North High School in Minnesota raised $40,000+ in sponsorships as well, with their Story of the Season being the focal point of their value proposition to sponsors
If they don’t have a booster club acquiring the sponsors, then it is the coach who has acquired them, and the coach has strong roots and relationships with the community. Either way, successful teams make acquiring and retaining sponsors a priority.
Alternatively, we have many clients who rely on players and families to acquire sponsors. Teams that have successful player/family run sponsorship fundraisers make it mandatory that all players or families sell at lead x number of ads, or sell $X worth of sponsors each year. This is how Bishop Verot High School football has raised $40,000+ each of the last three seasons with Story of the Season.
When booster clubs take the lead, they bring organization, experience, and relationships with local businesses. On the other hand, when players and parents participate, you dramatically increase your reach and potential with greater numbers. Each player and family has access to a different network—family friends, employers, dentists, real estate agents, and more.
Key Elements of a Highly Effective Booster Club
Whether the booster club is selling the sponsorships directly, or the players and families are each selling one ad, it is critical that a booster club is well organized, invested and committed to the success of the program.
At storyoftheseason.com, we have worked with hundreds of booster clubs and the best and most effective ones share the same characteristics; great leadership, invested, dedicated members, clear team visions and organized operations.
1. Strong Leadership
Successful booster clubs start with strong, proactive leaders who take ownership of fundraising and team support. These individuals delegate tasks, motivate other parents, and set a positive, focused tone. They know how to rally the group around goals and keep everyone moving forward with accountability and purpose.
2. Dedicated and Invested Members
The best booster clubs have members who genuinely care about the team and are willing to contribute time and energy. Whether it's helping with fundraising, organizing team events, or managing sponsorships, these parents and supporters go above and beyond to make things happen. Their buy-in is crucial for sustaining momentum throughout the season.
3. Clear Team Vision and Goals
Successful clubs align their efforts with a clear vision for what they want to achieve—whether it’s organizing fundraisers, planning team events or travel, or creating professional media guides. With shared goals, everyone understands the “why” behind their efforts, making it easier to recruit volunteers, raise funds, and stay committed. It's better to have 1-2 focused and highly successful fundraisers than to be distracted with multiple small ones.
4. Organized and Efficient Operations
Top-tier booster clubs treat their work like a well-run business. They plan ahead, keep clean records, record meeting minutes, set timelines, and follow up with sponsors and volunteers. From building communication channels to distributing responsibilities, their structured, organized approach is the backbone of their success.
Before we move any further, it's important to audit your current booster club and see where you can improve on these four pillars. Certainly, you can't change this overnight. Get parents and members started early, so they are with the booster club for a minimum of 3 years before passing the baton. Ideally, get parents involved when their kids begin high school or even sooner.
Now that we have covered more of the high level, qualitative aspects to building and running a successful booster club, let's talk about selling sponsors!
