Play Yellow’s Ben Parker on Using Golf to Raise $100 Million for Children’s Miracle Network Hospitals
LINCOLN, Neb., Jan. 12, 2022 /Association of Fundraising Professionals/ — For Ben Parker, Senior Director of Play Yellow at Children’s Miracle Network (CMN) Hospitals, golf has been a constant. His passion for golf stems from playing competitively in high school and college, going on to become a PGA Professional. He found ways to stay connected to the game throughout his career, hosting a golf television show and producing celebrity golf tournaments. Eventually, he landed at CMN Hospitals to spearhead the Play Yellow effort, in partnership with Jack and Barbara Nicklaus, with the goal to raise $100 million in five years for children’s hospitals.
Ben has long believed in the power of golf to do good in the world. “Supporting kids reaches the soul of the golfer,” says Ben, who has seen firsthand the sport’s impact in the outpouring of support at all levels of golf for CMN Hospitals. “When we can combine something they love—golf—with helping kids, it creates a meaningful connection. We give it an identity with Play Yellow.”
CMN Hospitals & Golf Fundraising
When Ben came on board at CMN Hospitals, there were thousands of golf events across the country raising money for local children’s hospitals. Organized by hospital foundations, corporate entities, community organizations, and dedicated supporters, these tournaments essentially happened, as Ben describes it, in the background, without CMN Hospitals knowing who was organizing, sponsoring, or playing in them.
“The more I worked with my teammates, I realized there was a massive opportunity to cultivate, grow, and simplify golf fundraising with our network,” Ben says. His experience working with charity golf tournaments of all types and sizes gives him a unique perspective on how tournament organizers operate and what motivates them. He explains that the majority of volunteers who organize a golf event aren’t typically golfers themselves; they’re passionate supporters and volunteers who are willing to jump in and make things happen. They see how golf is a very powerful mechanism for bringing people together and raising money.
Ben and his CMN Hospital colleagues on the Innovation team dug in to look for a solution to expand and strengthen golf fundraising and make the process easier for organizers across the board. “We want organizers to be able to spend less time on the minutiae of planning a golf tournament and more time on the fun stuff,” Ben says.
The amount of work that goes into a successful golf tournament isn’t lost on Ben and his team, which is why they make every effort to simplify the process and help organizers see the impact of their time and dedication. He points out that when tournaments are organized as Play Yellow events, they’re part of a larger CMN Hospitals ecosystem that has deep ties to corporate sponsors, individual hospital communities, and media partners, which gives their event instant credibility, tools, and support. “For someone whose day job is something else, to suddenly be charged with making a massive impact in a golf fundraiser, it can be overwhelming,” Ben says. “But we’re there to help organizers see how the golf community loves to support kids in need and connect them to this larger network so they can be successful.”
The $100 Million Jack Nicklaus Challenge
Play Yellow’s humble beginnings include a plate of cookies and a kind gesture for a child dealing with cancer. Jack Nicklaus, the legendary golfer who won 18 majors over the course of his illustrious career, befriended a young fan in his hometown of Columbus, Ohio, named Craig Smith. Craig was diagnosed with Ewing Sarcoma, a rare form of bone cancer, that would tragically take his life at the age of 13. During one of their many conversations, this one following one of Jack’s tournament wins, Craig said he knew Jack would come out on top because he was wearing a lucky yellow shirt.
Jack would continue to wear yellow on Sundays over the years in honor of Craig. When he won his sixth Masters in 1986, he wore yellow for the final round. Ben explains that this story didn’t surface until some 20 years later, when Jack was asked if there was something different about that particular day of golf—when he had a career round and won the tournament—and he pointed out that he was wearing yellow that Sunday.
Jack and Barbara Nicklaus were already dedicated supporters of children’s hospitals in Ohio and Florida and wanted to further amplify those efforts with CMN Hospitals and their influence in the golf world. To that end, Jack called PGA TOUR Commissioner, Jay Monahan, to meet with them at their home in Florida over a plate of Barbara’s chocolate chip cookies. Jack set the audacious goal of raising $100 million for CMN Hospitals in just five years through golf, and Play Yellow was born.
Getting to the Goal with Technology
Prior to the pandemic, Play Yellow had raised about $24 million for CMN Hospitals through golf. “When COVID hit, all these golf events that we had built momentum behind went into shutdown mode,” Ben says. “There was some panic because we knew that hospitals needed this unrestricted funding to care for kids, and we knew there would be a huge fundraising gap to close in 2020 because these events weren’t going to happen.”
Creating efficiencies and better supporting tournament organizers with user-friendly tools, while at the same time strategizing how to get tournaments back up and running, led CMN Hospitals to a partnership with golf technology company GolfStatus. The platform puts powerful fundraising technology built for golf in the hands of individual event organizers, while also providing key insights at an enterprise level, broader sponsorship opportunities, and a central event directory for larger organizations like CMN Hospitals that have hundreds or even thousands of events that benefit them.
GolfStatus’s tech solved many challenges right off the bat, with built-in features to live-score tournaments, send in-event messages to golfers and sponsors, and an in-house customer success team to build a website for each tournament and provide support every step of the way. The platform greatly simplifies registration and payment collection and processing, which saves organizers a huge amount of work, making the prospect of putting on a tournament less daunting. In the face of COVID-19, GolfStatus’s features also allowed tournaments to mitigate touchpoints by moving registration, scoring, coordination, and other logistical tasks online and providing options for virtual and hybrid events.
What’s more, the value of using a common technology for Play Yellow events goes well beyond saving organizers time and effort. Indeed, one of the strongest arguments for such a platform is the ability to securely and responsibly collect donor and sponsor data in an efficient manner, helping CMN Hospitals as a whole and its member hospitals and foundations gain a better understanding of who is supporting them through golf. “Hospitals may not have the oversight they need for these events or even know who is organizing golf tournaments on their behalf,” Ben points out. “The power of this information, and how best to support these third party events, is crucial to making fundraising decisions.”
Ben is excited about the future of CMN Hospitals’ golf fundraising using GolfStatus. “GolfStatus fits the unique needs of golf event organizers,” says Ben. “As a partner, GolfStatus sees the long term vision of what we want to accomplish with Play Yellow and for CMN Hospitals.”
To support CMN Hospitals through golf, you can play in a tournament near you or even organize your own golf fundraiser.
GolfStatus.org—the social impact division of golf technology company GolfStatus—provides no-cost access to its golf event management and fundraising platform to nonprofits through its Golf for Good program. A proud partner of the Association of Fundraising Professionals, GolfStatus.org’s mission is to help nonprofits leverage golf to engage more supporters, raise more mission-critical dollars, drive impact, and do more good. Learn more about the Golf for Good program and get qualified at www.golfstatus.com/demo.
Source: AFP
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