How to Crush your Ad Sale Fundraiser with Athletes and Parents
Involving athletes and parents helps create shared responsibility and stronger buy-in. As we like to say at storyoftheseason.com - divide and conquer. Many teams have found success by assigning each family the task of securing one sponsorship—a goal that’s reasonable, manageable, and highly effective.
One standout example: Bishop Verot High School Football. Coach Richie Rode had every player sell one ad, using a rate card provided by Story of the Season. With around 100 players, they raised over $44,000—a testament to what’s possible with a full team commitment and clear expectations. It was a mandatory fundraiser, and the coach played an active role in encouraging families, which made all the difference. Was it a fluke? Not at all. They raised $40,000 each of the last 3 years and have continued to count on it as a key fundraiser for their program.
Keys to Success
However, while dividing and conquering can lead to a massively successful fundraiser there are risks and taking this approach will fail if communication, organization and expectations are not on point. Below are our best practices for clients who are having players and families sell ads.
Make it a team-wide, mandatory fundraiser
→ Set clear expectations: each player/family sells 1 ad.
Set a clear expectation that every player or family is responsible for selling at least one ad. When it's a team-wide initiative, it feels fair and creates shared accountability. Communicate the importance of participation for the program’s success. When this is happening, it should be the ONLY fundraiser occurring. Give your players and families 1 thing to focus on.
2. Host a team meeting to explain the process
→ Clarify the why, the how, and the impact.
Gather the team and families to walk through the fundraiser, the rate card, and expectations. Answer questions and make sure everyone is on the same page. It’s also a great moment to emphasize the goal and impact of the fundraiser.
3. Provide a professional rate card handout for each player/family
→ Include frictionless sign up form, ad sizes, pricing, examples, and contact info.
Give each family a polished, easy-to-understand rate card that lists ad sizes, prices, and examples. There should also be an obvious and easy to complete sign up CALL TO ACTION. This makes the process feel official and helps sponsors see their options clearly. A quality rate card with everything in one place builds credibility and makes the sale easier. Ideally, have an online version and a printable handout (with QR codes) to share!
4. Set a firm deadline
→ Ensure enough time for design, editing, and printing.
Having a hard cutoff for ad sales helps avoid last-minute stress and keeps the production timeline on track. Make the deadline clear from the start and send periodic reminders. Without a firm deadline, momentum often fizzles out.
5. Make collecting payment EASY
→ the easier the better.
Make it super simple to collect your funds. Include an online payment portal on your Rate Card and an address to send checks to. Decide who is supposed to collect the money and funnel it through a single person to ensure funds don’t get lost!
6. Assign a booster or coach to lead and follow up
→ Accountability = success.
Having one or two adults overseeing the process ensures organization and follow-through. They can help with questions, track who has sold, and keep things moving. Leadership from a coach also shows the team that this fundraiser matters.
7. Give players a sales toolkit
→ Include email templates, phone scripts, and talking points.
Equip players and parents with email templates, phone call scripts, and a short elevator pitch. When people know what to say and how to approach a business, it builds confidence. This increases the likelihood of getting a “yes.”
8. Encourage them to start with personal connections
→ Family, dentists, real estate agents, employers, etc.
Most ads come from relationships—dentists, realtors, employers, family friends. Encourage players to make a quick list of 3–5 businesses they already know. Warm leads close faster than cold outreach.
9. Track progress and celebrate milestones
→ Publicly recognize players who hit goals early.
Keep a leaderboard or tracker so players can see who’s met the goal. Celebrate progress with small shoutouts, team-wide updates, or incentives. It keeps morale up and maintains momentum.
10. Offer incentives if possible
→ Top sellers get swag, team perks, or shoutouts.
Motivate players with simple rewards like team gear, gift cards, or public recognition. Even small incentives can increase participation and drive results. It turns the fundraiser into a challenge instead of a chore.
11. Keep communication consistent
→ Weekly reminders, updates, and support from leadership.
Send weekly updates to families with sales progress, helpful tips, and reminders. Open communication keeps everyone engaged and informed. The more visible the effort, the more successful it will be.
✅ Pro Tip: If your team has player fees, you could create an incentive for families by waiving fees if they raise the equivalent amount in sponsorships.
Best Types of Local Businesses to Target
Not all businesses are created equal when it comes to sponsorships. Focus on industries that understand the value of community exposure and have marketing budgets to spend:
Financial advisors
Orthodontists and dentists
Real estate agents
Restaurants and cafes
Physical therapists and sports medicine clinics
Law firms
Auto shops and dealerships
Insurance agents
These types of businesses often want local visibility and appreciate the goodwill of supporting youth sports. However, this is just the tip of the iceberg and there are dozens of different business types that would be great to sell to. Do not discriminate!
At the heart of every successful high school sponsorship program is clear ownership, organization, and accountability. Whether your booster club leads the charge or you rely on players and families to drive ad sales, the most effective fundraisers are those where expectations are set early, systems are in place, and leadership is fully engaged. Booster clubs bring structure, experience, and community ties, while players and parents dramatically expand your network and reach. When both groups work together—with shared goals, strong communication, and a proven process—you not only raise more money, but also strengthen the entire foundation of your athletic program for years to come.
With this guide you are ready to get started raising thousands of dollars for your program! If you would like more resources visit us at storyoftheseason.com.
