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Evaluate your development website

Athletics Development Frontier is excited to announce the Development Website scorecard, a new offering designed to help you improve the functionality of your website while providing concrete, measurable feedback. Feel free to use the online version of the scorecard, just make sure you notify us upon completion at info@athleticsfrontier.com. If you would rather download your own scorecard Website Scorecard in PDF format, please click here.

Below is the online version of our website evaluation scorecard. This simplified version will allow you to gain an understanding of the important parts of a functional development website. Please keep in mind this is a simplified version of the evaluation tool used to create the Big 10 Development Report. For a full evaluation, contact us at info@athleticsfrontier.com.

March Madness and Young Alumni

In an interesting combination of fundraising, young alumni relations, and March’s annual basketball tournament, the McIntire School of Commerce at the University of Virginia has developed an innovative competition to benefit their program. With an annual fund of approximately $2.5 million, the McIntire School of Commerce is like many athletics department annual funds in that it seeks new ways to engage its young alumni.

Called the Young Alumni McIntire Madness Challenge, the School of Commerce has created a “bracket” where different classes of alumni are competing against each other to “advance” to their next match-up. With graduate and undergraduate teams from each year (starting in 2002), the teams compete based on participation in the McIntire annual fund.  At current standing, the class of 2008 leads the tournament with participation at 18.7%.

Young alumni are a traditionally difficult group to engage, especially for athletics departments. In this type of campaign, Virginia is using a iconic sporting event to generate a competition that encourages participation over giving amount. This effort could easily be carried over to an athletics annual fund, looking to engage their recent alumni. Sports fans are all engaged with the NCAA Tournament, and the concept of an alumni bracket would be easy to understand and implement.

Rob Norris

Special thanks to Christina Wright, Ohio University Sports Administration Graduate Student


YouTube videos: Educating your donors and communicating your fundraising message

Hope College, located in Holland, Michigan, has recently launched a viral campaign of YouTube videos directed toward educating viewers on a wide range of university-related topics. One of these videos explains, in approximately two and a half minutes, endowed student scholarships at Hope College.

In the brief, but comprehensive video, a number of key fund raising tactics are employed. First, the video begins with a mural of student pictures, putting a face to those who benefit from endowed scholarships. Second, the basic financial aid model is explained in a simplified form, shedding light on the percentage of students who receive some sort of aid and the average amount of money students receive each year. Third, the opportunities available to students as a result of donor support as well as a complete breakdown of the allocation of donor funding are given.

Once this information is communicated, the stage is set to present a goal and to solicit support for the future – which is exactly the strategic approach taken in the video. The goal is to increase the endowment by $140 million, with $50,000 designated for student scholarships. The video continues to explain the amount raised and the total number of endowed scholarships to date – 623. The last major piece to any fund raising strategy, stewardship, closes the video with a formal “Thank You.”

In an interactive age, disseminating information in a short, easy to watch, entertaining way will surely reach a wider audience and be more effective at communicating the message. Many athletic departments publish brochures or attempt to explain the process illustrated above in written form on their website, a more traditional approach. The innovative and creative example shown here by Hope College sets the bar for future donor communication.

To view the Hope College Endowed Scholarships video, click here

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Matt Kirinovic

Diversity in the Development Workplace: The NAADD Diversity Initiative

The official release regarding the call for applications for this year’s National Association of Athletic Development Directors (NAADD) Diversity Initiative came out recently, and as a past recipient, I thought I would do my best to promote and recommend development officers, interns, and graduate assistants to apply for this award.

As a recipient in both 2008 and 2009, I was able to attend the NACDA national conference, which is an invaluable networking opportunity and educational experience.  As is the case with all national conferences, attendees have time to attend sessions which are extremely valuable, interact with peers and potential mentors from across the nation, and conduct important business.  In addition to this, the Diversity Initiative provides a training session called “Fundamentals of Athletic Development” that pair each attendee with a mentor in the field and in peer groups of young professionals. My mentors, Kay Hargrave, Associate AD at Auburn, and Lu Merritt, Director of Athletic Development at Virginia Tech, are seasoned professionals in athletic development, and my participation afforded me an opportunity to pick their brains and profit from their experience and insight.

Furthermore, having an opportunity to interact with the NAADD Executive Committee members is an unusually neat experience.  They are clearly devoted to increasing diversity in the field of athletic development because of the amount of time they spend genuinely interacting with each participant and the large group. I can’t think of many fields where individuals who are immensely successful, and at very successful athletic programs, would not only spend their time with you and encourage your development, but also share secrets of the trade.

More information is available in the release, but individuals interested in applying for the NAADD Diversity Initiative scholarship should contact Jason Galaska, NACDA Assistant Executive Director, at jgalaska@nacda.com.  And by all means, if you have more questions regarding my experiences as a participant, please feel free to contact me at broussardw@nsula.edu.

Dr. William Broussard

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What’s in YOUR subject line? How to increase your open rate

March 4, 2010 Research, Resources No Comments
Los Angeles Clippers logo
Image via Wikipedia

When sending a mass e-mail out to a large group, be it donors or season ticket holders, determining the correct subject line can play a large role in the open rate. How often will you open an e-mail that says, “Event on Tuesday” over an e-mail that claims, “Meet Head Coach on Tuesday!” My chances are with the latter.

In the February 24 edition of “Selling It,” an e-newsletter sent by the National Sports Forum, the Los Angeles Clippers‘ email strategy was described in detail and its application can pay dividends across the sports industry.

In an effort to grow their e-mail open rate, the Clippers devised a plan to determine the best subject line for mass blasts. Let’s say they were going to e-mail 2,000 people who had purchased tickets in the past year to advertise a special rate. They would take 10% of those 2,000 (200 people) and divide them into five different groups of 40 each. From here, the team would devise five different subject lines and send the e-mails to the subscribers.

After waiting two hours to allow subscribers to open their messages, they checked the monitoring software for each group. The subject line with the most opens and click-throughs was determined to be the most appealing and sent to the remaining 90% (1,800) of subscribers.

This approach allowed the Clippers in increase their open rate from 8% to over 12% in a short amount of time. While this approach was designed for a ticket office, it no doubt has applications for a development operation. As e-mails become a more important part of the communication process, having the correct subject line will become increasingly important to get your message across.

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Taylor Wood

Oklahoma State and Pickens sue over life insurance fund-raising plan

March 3, 2010 Major Gifts No Comments

Oklahoma State University and T. Boone Pickens, an OSU alumnus and the athletic department’s largest donor, have sued the Lincoln National Life Insurance Company over a life-insurance plan on alumni. The Oklahoma State University Athletic Department’s fund raising arm, the POSSE, established the Gift of a Lifetime program in 2007 that was expected to raise as much as $350 million after all 27 alumni had died.

The details about this case are being protected and what has been released is complicated, but the basis of the university and Pickens’ claim is that the insurance company “understated the costs of the program, overstated its potential financial benefits and charged the university inflated premiums.” Congress intervened with similar programs in 2006 and 2008, warning charities and fund raising organizations that these programs were set up to disproportionately benefit insurance companies.

Planned giving is certainly not the most popular giving method in most athletic departments, but if properly administered can be a lucrative gift option for the university. Oklahoma State’s case reveals the legal complexity of planned giving and identifies the reason many fundraisers steer clear of the giving option.

Due to the nature of planned giving, athletic departments need to be extra cautious, seek experienced legal advice, and partner with a trusted insurance company. If these precautions are not taken this form of giving becomes a less appealing big risk-big reward option.

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Matt Kirinovic

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Arkansas State Red Wolf Club partners with local businesses

March 2, 2010 Events, Facilities No Comments

Arkansas State’s Red Wolf Club is building on the success of a football promotion to bring local businesses to the newly renovated Tomlinson Stadium and Kell Field. ASU worked with the Jonesboro Regional Chamber of Commerce during football season on the annual “Paint the Town Red” promotion that rewarded Jonesboro area businesses on showing their Red Wolf pride. The Red Wolf Club is bringing ten category winners to ten different games to show its appreciation for the organization’s participation in “Paint the Town Red.”

Baseball at a lot of schools can be an afterthought, but Arkansas State has invested quite a bit of money in its program in recent years with its $250,000 stadium upgrade. The Red Wolf Club is showing off these renovations to local area businesses that have already shown an interest in ASU Athletics. Bringing the business to the games along with 50 employees or clients allows the Red Wolf Club development staff to get in front of Jonesboro area citizens within its upgraded stadium.

While not every school has the facility options that Arkansas State does, these events brings in supporters from local area businesses engaged in the football program to a baseball game. Tying it in with a successful football program that has community buy-in increases its chances of success.

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Sean Phifer

Make Jim Pay – Washington State uses radio talent to bolster new campaign

Washington State University, in need of a variety of facility upgrades to service all their sports teams, has launched a new development fund called the Student-Athlete Excellence Account. This new fund is designed to improve the experience for all WSU student-athletes and engage a donor group that includes former student-athletes, alumni, and university friends. The most unique part of this campaign is the use of their color analyst (and former WSU head coach), Jim Walden, for the fund drive.

Jim Walden has been describing Cougar football for the past nine years and, in an attempt to spur giving to the Student-Athlete Excellence Account, is putting up his own money as a matching gift to the athletics department. For each $5 donated to the new account, Jim will donate $1 of his own, up to $100,000. However, if the account grows to $1 million, Jim will donate an additional $100,000 for a total of $200,000 for WSU student-athletes.

The use of radio/television talent in fundraising is not unique, but the degree that Washington State is utilizing their long-time football analyst is impressive. Schools looking for a unique way to engage fans and facilitate new donations should look to WSU for an example of a creative, and perhaps effective, plan. To see the “Make Jim Pay” video and read more about the account, click here.

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Rob Norris

Careerball: The sport athletes play when they’re through playing sports

Review: Careerball: The sport athletes play when they’re through playing sports, by Russ Hafferkamp

Hafferkamp, Russ. (2009). Careerball: The sport athletes play when they’re through playing sports. Charleston, SC: BookSurge Publishing.

The quandary that many athletes face when their athletic careers end is that much of what has led to their success all of their lives, and the activity(-ies) that has consumed their lives can threaten to stall or compromise a successful transition into a career.  The author of Careerball advises former athletes to keep their heads up, work as hard as they can, and success will be theirs in the end.

A true statement, almost without exception. However, one doesn’t need to be a former athlete to appreciate this advice, or profit from it.  Much of the advice that the career coach offers in his self-published tome is so widely applicable that it is a book-long challenge to identify what Careerball actually is. It doesn’t keep the book from being an enjoyable and at most times instructive read, but I was left wanting when it came to the book’s promise to identify a particular or unique way that former athletes could successfully approach career development based on character traits they develop as athletes (that somehow, non-athletes cannot develop or share).

Hafferkamp offers sage advice, interesting considerations, and useful perspectives for student-athletes who are at a crossroads in their lives. He is the CEO of a consulting firm that specializes in career counseling for former athletes.  Sections on the unique perspective that an athlete develops, and how that shapes perspectives in ways that can be as beneficial as they are deleterious were engagingly written.  Chapters 11 and 12 focus on identity formation and transitions unique to high school and college athletics, and serve as an excellent precursor to an advice section that cites survey data from 300 former professional and collegiate athletes about athletic experiences and career development.  Sharp transitions and excellent antitheses appear sporadically (e.g. his suggestion that athletes’ focus on their craft makes them determined and mentally strong, but can also keep them from exploring other aspects of their development). Chapter 4 focuses, at one point, on stereotype threat research, which is very interesting.

However, platitudes dot the landscape of the book.  Statements such as “athletes are good at setting goals,” and “(they) don’t lose hope,” and claims that student-athletes are competitive, work well with others, and are loyal are so widely applicable that one does not have to be an athlete to identify with them.  Additionally, entire chapters that one suspects will be aimed specifically at a niche, selected audience instead reaches out to a very wide one, instead (chapters on “Personal Interests,” “Time Management,” and networking and mentorship) are not without merit, but also not germane specifically to student-athletes.

An interesting read, it is framed unfortunately as a book for former athletes on the subject of career development instead of as a book on career development that highlights ways that athletes may or may not benefit from their athletic identities.  The book’s shining moments are when his tone is reflective, even autoethnographic (as an athlete and father of an elite athlete) and less like self-help.

William Broussard, Ph.D. is the Associate Director of Athletics at Northwestern State University, Louisiana.

Indiana University Receives $15 million gift, names Basketball Development Center

Cook Hall is currently finishing up its finals stages of construction.

Indiana University recently received a $15 million gift from The Cook Group, the single largest gift in IU Athletics history. As a part of their For the Glory of Old IU campaign, the gift will name the basketball development center after the benefactors-Cook Hall. Located adjacent to Assembly Hall, the facility will house the Men’s and Women’s basketball teams, providing them with valuable practice and training space.

This announcement comes on the heels of an impressive facility expansion project, which included the construction of a new North End Zone Student-Athlete Development Center, loacted in Memorial Stadium, which houses the football program, a 25,000-square-foot weight room and administrative offices.

With a gift of this size, IU is now taking the proper steps of stewardship, announcing the receipt of the gift and the naming of Cook Hall in numerous press outlets. The release even included a nice quote from Bill Cook, who commented on what the gift meant to him and his wife. Their affinity towards IU makes this gift a win/win situation for both sides.

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Taylor Wood

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