Gyms and health facilities face the challenge of standing out in a sea of competition. While membership fees are a critical revenue source, successful gym owners understand that fundraising goes beyond these fees. This article delves into why gym fundraising is essential and explores strategies and activities to help boost your income, strengthen community engagement, and increase your organization's brand visibility.
As of 2023, the United States has 113,326 gyms and health clubs. This staggering number should give you pause. How are you going to stand out from over 100,000 gyms?
Fortunately, the answer is not as complicated as you may think – your gym’s culture is the key to success. Typically, people who want to join a gym are there to improve their fitness and connect with other people. If your registered 501(c)(3) gym finds ways to do both with fundraising events and activities, your members are more likely to stick around. Keep reading to find out why gym fundraising should go beyond membership fees and get six innovative ideas to help you get started!
Did you know that, while only 49.9% of Americans hit the gym twice a week, 87% of gym memberships remain active? To ensure that your nonprofit gym keeps most of your members, you must fundraise beyond memberships.
Successful 501(c)(3) gyms find different ways to engage with their members and raise funds for internal and external purposes.
A great way to solidify your gym’s culture is with your mission and brand. Your mission excites members about supporting their community. You can build on this purpose by connecting with other organizations and nonprofits to offer free memberships for lower-income children, seniors, or families.
An example of an excellent mission statement for a gym is “to enhance the quality of life in our community with our fitness facilities and programs.”
Have you established your mission? If not, we’ve got great foundational worksheets to walk you through the process. Get the free worksheet here.
It’s challenging for a small gym to compete with large companies like LifeTime Fitness or Equinox – especially when it comes to the look of your facility and membership options. Still, you can make up for that with consistent communication and a strong focus on relationship building.
Gym members want to know they’re not wasting their money. Since only half of them will visit your facility twice a week, you must find other ways to convince them. Plan and schedule regular newsletter updates that keep your members informed about news, facility changes, and how their membership is helping build a stronger community.
One of the primary reasons your gym should be focused on fundraising is the high costs associated with running a fitness facility. A robust gym fundraising plan can help your business fix and acquire new equipment, pay staff, and enhance technology that improves the overall experience of your members and others in the community who may use your facility.
While membership fees can help your facility keep running, additional fundraisers can provide your gym with the necessary money to improve your facility.
Gym fundraising is an excellent way to build your brand and relationships with your members. Fundraising events and campaigns can inspire current and new members, connect you with potential partners, and promote your brand to the community.
Membership drives are one of the easiest fundraisers for a gym. You can encourage existing members to refer friends and family members in exchange for a free month of personal training sessions or fitness classes.
You can also turn membership fees into a charitable donation by inviting people to purchase one for themselves and another for someone in need. If you choose to include this option for members, it’s best to offer a variety of options, from $10 a month to a full membership donation.
Pro tip: Use Donorbox to create custom membership forms for your gym.
Forming corporate partnerships is easier than it may seem. You can begin by offering sponsorships in exchange for branding opportunities at the gym, on marketing, or during events. Then, respond with a personal thank you letter and updates on how their sponsorship has helped the community.
Corporate volunteer groups are another excellent opportunity to build partnerships. On the volunteer day, strike up a conversation with the corporate representative and volunteers. Find ways to turn this connection into sponsorship and other fundraising activities.
Fundraising events can foster a sense of community among gym members and other people in your area. They also allow gyms to connect with members and build relationships beyond the workout environment. Actively involving the community in your fundraising efforts will help build solid relationships and raise more money for your facility.
Donorbox Events is a comprehensive online ticketing system that enables you to sell an unlimited number of tickets for your next gym fundraising event!
An easy way to encourage your members to fundraise on your behalf is through crowdfunding or peer-to-peer campaigns. These campaigns allow anyone to share why they use your gym and how it’s helped them meet their fitness goals. Asking their friends and family to donate when they meet these goals can also be a critical push.
Another gym fundraising idea is selling merchandise. You can sell items with your organization’s current branding or create a new design to connect with another campaign. Merchandise sales can raise money at your facility or during other fundraising events.
Plus, using these branded products out in the community is another way your members can support your gym. Provide (or sell) t-shirts, hats, and bags as a simple way to promote your gym and help your members feel like they’re part of a team.
While there are many ways to raise funds for your gym, the following six ideas are a great place to start. As you read through each option, remember to choose fundraisers that align with your organization’s mission, goals, and budget.
Fundraising events like runs, cycling events, obstacle courses, or even dodgeball tournaments can help you promote your gym and connect with new people. These events also allow you to solicit sponsors to build long-term corporate partnerships for your facility.
Themed workout classes are a fantastic way to recruit new members. You can also organize charity workout classes for a fee and give half of the proceeds to another nonprofit in your community. Awareness months like American Heart Month are an excellent time for this type of fundraiser!
The above live example from Raw Gym’s fundraiser for Make-A-Wish Ireland highlights the potential for gyms that collaborate with organizations in their community.
Online fitness campaigns are a great way to inspire your members to fundraise on your behalf. Fitness challenges encourage participants to complete a certain number of workout hours or exercises in a set timeframe.
Members can use online crowdfunding tools like Donorbox to share their achievements and raise money from friends and family.
Your gym can also sell a healthy recipe book and branded products at your facility or during an event. Collect recipes from gym members, trainers, and staff and sell digital copies to save on up-front costs.
Partner with local health-related businesses for a promotional campaign. You can offer membership discounts while the company can offer other deals. Turn it into a cause-related partnership by donating a portion of the sales to another charitable organization.
Corporate wellness programs are a popular benefit many companies have implemented for their employees. Offering corporate wellness packages and team-building fitness events for local businesses can help you form partnerships with these companies and give you access to more members.
Effective gym fundraising is about more than meeting financial goals. It’s about forming partnerships with businesses and other nonprofits and connecting with current members on various levels. Engaging in diverse fundraising activities, from membership drives to corporate wellness programs and community events, can positively impact your organization and the community at large.
As you search for fundraising ideas for your gym, Donorbox’s online tools can help you reach a larger audience and collect more funds with membership fees, crowdfunding campaigns, and events.
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Kristine Ensor is a freelance writer with over a decade of experience working with local and international nonprofits. As a nonprofit professional she has specialized in fundraising, marketing, event planning, volunteer management, and board development.
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Kristine Ensor