Helping Fans Show Support

All across college campuses, athletic departments are continually looking to award fans with university specific identifiers to show their support.  From there, it is typically up to the individual supporter to use these types of support identifiers.  As a result, athletic departments are frequently unsure if their supporters will even use an awarded membership benefit like a license plate holder.

In recognizing this, officials at Arkansas State University administered its “License to Howl” program this past Saturday.  At the event, officials from ASU Athletics, including student-athletes, coaches, cheerleaders, and Howl, attached special “A-State/Howl” license plates to the front bumper of ASU supporters vehicles.  By day’s end, over one thousand cars ended up leaving the ASU campus with “A-State/Howl” license plates, giving ASU Athletics a tremendous amount of support and visibility throughout the state of Arkansas.

Time and again, many athletic departments look to use license plate holders as a way donors can show their support.  However, in most instances supporters are sent or given license plate holders, with no mechanism for ensuring they are used.   With the success of the recent “License to Howl” program at ASU, many universities could begin using similar initiatives to ensure usage of membership identifiers like license plate holders.

Michael Speight

Caravans take center stage

Coaching caravans have become a rite of spring for many collegiate athletic departments. Development officers find themselves traveling to alumni hot-spots in and around their home state in an effort to reach out to fans, friends, and donors of the athletic department. Typically, coaches are invited to drive attendance, increase excitement and provide an insider perspective on their team and the upcoming season.

Caravans are a common practice among many schools. Three schools that have regularly employed this practice include Purdue University, the University of Louisville, and Ohio University. All three schools kicked off their caravans in late April and will host events through the month June.

The nature of these events is less about solicitation and more cultivation and stewardship driven. Development officers leverage coaches to create a positive environment at each event, emphasizing optimism and promise about the upcoming season. Guests are often encouraged to bring friends and fans who are not currently members of the fund raising club in an effort to attract new donors in the midst of the exciting event atmosphere. Likewise, current donors are recognized and given a chance to interact on a more personal level with coaches and administration.

In the current economic climate similar events, which typically do not directly solicit donations, are often cut. Although, judging by the number of schools in the midst of a caravan-type series of events, it seems these events have proven worthwhile in the eyes of most athletic departments and will continue to play a key role in their development efforts.

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Matt Kirinovic

Michigan State announces ‘Celebrate 2010’

Michigan State recently announced a weekend event next fall where both current and past Spartan athletes will be recognized. Coined ‘Celebrate 2010,’ the event will consist of an assortment of ceremonies to honor three separate groups of past and present Spartan athletes:

• Varsity Letter Jacket recipients
• Varsity S Club award winners
• Hall of Fame Class of 2010

On Thursday evening, the event will kick off with a Varsity Letter Jacket Presentation, which recognizes all athletes who received their first varsity letter during the 2009-2010 academic year. The Varsity S Alumni Club, a networking-based club for all former MSU Varsity Letter Winners, will acknowledge the recipients of their annual awards at a luncheon on Friday. That same evening, the Hall of Fame Class of 2010 Ceremony will take place. The weekend event will then conclude on Saturday with a morning brunch for members of each group, followed by the Michigan State-Wisconsin football game where all members will participate in a special halftime ceremony.

Michigan State has strategically presented this special weekend, effectively highlighting the dedication of all those who have “provided the department with a storied past and winning tradition that continues.” In this format, student-athletes of past and present will have the unique opportunity to interact and share their mutual pride as members of an elite group – Michigan State student-athletes.

It is a widely known fact that fund raising begins by cultivating relationships. Student-athletes possess a unique bond to the athletic department that is unlike other MSU alumni. Exploiting this special relationship can pay large dividends for the athletic department in the long-run, which is the reason why ‘Celebrate 2010’ will likely benefit MSU Athletics from a fund raising standpoint.

Although collegiate athletics is at times criticized for operating in “silos” without much collaboration between different departments, this is a clear example of an opportunity for different areas to work toward a common goal and benefit from one another. If handled strategically, the development staff could take advantage of this gathering and begin cultivating relationships with past and present generations of Spartan athletes. ‘Celebrate 2010’ is not organized for the purpose of fund raising, but provides an example of a special athletic department function that development officers have the unique opportunity to tactfully exploit.

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Matt Kirinovic

Oregon State uses creative approach to end campaign

Universities are getting more and creative with how to close a successful annual fund campaign.  Although festivities are often the norm, the Beaver Athletic Student Fund (BASF) has recently begun concluding their annual fund with an awards presentation reception.  The reception is centered on recognizing the winners of BASF “110” and “Next Level” awards.

In picking award winners out of all “110” and “Next Level” donors, Oregon State is increasing incentives to help Oregon State student-athletes.  “A total of $800,000 in new dollars for athletic scholarships will truly have an impact on the flourishing future of OSU to turn our student-athletes into Everyday Champions.”  Overall, “110” and “Next Level” donors are both eligible to win six different incentive packages, ranging from an invite to a 50-Yard Line Dinner, to tickets and hotel accommodations for OSU at Washington.

The struggle of soliciting “new dollars” is one shared by all universities when trying to run a successful annual fund campaign.  However, as seen by the BASF, recognizing and awarding those members who annually increase their giving level and giving amount, is a great way to encourage higher donation levels.

Michael Speight

Arkansas State Red Wolf Club partners with local businesses

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

UNCW delights donors with “Dancing with the Stars” event

The University of North Carolina Wilmington used a unique fundraising event to raise money for student-athletes through its “Dancing with the Wilmington Stars: Seahawk Style” banquet. The event raised $110,000 for the Seahawk Club, the development arm for UNCW Athletics. The contest Wilmington-area celebrities paired together and included a champion based on a judge vote and a fan vote. The fan vote was conducted based on people in attendance and an online poll. UNCW charged $10 per vote, with all funds benefiting Seahawk student-athletes.

The Dancing with the Stars event was the first of its kind at UNCW and the results exceeded department expectation despite bad weather the night of the event. The concept ties together the extremely popular television show with UNCW athletics in a banquet-type format. Participants danced to popular music from different decades and delighted 450 attendees of the event.

This kind of event is a great way to involve donors in a fun environment outside of the stadium or arena. It provides a new fundraising event strategy from the more common auction used at many schools. It rides the popularity of the television show “Dancing with the Stars,” which is popular amongst older demographics. Other events similar to this could have similar success around shows like “Dancing with the Stars” or “American Idol.” These events might also gain support if they involve student-athletes.

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Sean Phifer

Professional Conduct: Development Officers are Never ‘Off-Duty’

Read and pondered Ross Bjork’s post on NAADD this morning (found here: http://www.nacda.com/sports/naadd/spec-rel/020810aab.html) about professional conduct.  In it, Bjork, Senior Associate Director of Athletics at UCLA, points out that first impressions, presentation skills, and professional etiquette are all important to the work that we do, and most importantly, that “It is okay to have fun socially but be mindful of your surroundings and who is watching.”

Because first impressions create the lens through which we may be seen for an extended period of time, it’s important to keep in mind that even though we are off the clock, we’re not really ever off-duty.  Recently, I was invited to attend a gathering by a generous supporter of the program, and got to put this adage into practice.  We have a tradition down here, affiliated with Mardi Gras, called “12^th Night.” In the Catholic faith, it’s the 12^th night after Christmas, purportedly the night when the wise men first meet Jesus. In the Louisiana faith, it’s the first Mardi Gras party night of the year (officially, anyhow)!

In attendance at this party was our Athletic Board president, two other Board members, several co-workers, our largest annual donor, and many other alumni and friends of the university.  Without indemnifying anyone in particular, I’ll say that the beverages were in no short supply, and everyone was feeling A-OK.  I had a drink or two, as is my custom (there is a great John Lee Hooker tune, that I use as my guideline in such situations) and, by the end of the evening, I am certain that I was among the most sober folks in the room.  I made several visits, made some good connections, and even established a couple of follow up meetings (I had to work quickly!) and, by avoiding the temptation to follow suit and let my hair down, hopefully made a good impression on everyone in attendance (at least so far as they could remember!).

Monday morning, our largest annual donor emailed me and complimented me on my professionalism in the face of such temptation.  Actually it was a good-natured ribbing about ‘always being on the clock,’ but I figure that has to be worth something.

If nothing else, it’s better than the alternative, which could be losing the support of that donor because of actions that I may not have even remembered.

Ross says it better than I do, so please, check out his write-up on the NACDA/NAADD website:http://www.nacda.com/sports/naadd/spec-rel/020810aab.html.

William Broussard

Signing Day events take center stage

UCF Athletics

National Signing Day took place on Wednesday, February 3^rd, marking the first day high school seniors could sign a National Letter of Intent to participate in collegiate athletics. In recent years, this event has become somewhat of a national holiday for college football fans. As a result of the excitement surrounding Signing Day, athletic departments nationwide hosted Signing Day parties to harness the buzz generated by fans.

The University of Central Florida’s Signing Day Party, a popular annual event, was open to the public for the first time this year at UCF Arena. An appearance by head football coach George O’Leary highlighted the evening, as he officially announced the 2010 recruiting class. Performances by cheerleaders, a silent auction, and free food and beverage all contributed to the spirited environment.

The Golden Knights Club, the official fundraising arm of UCF Athletics, also leveraged the excitement in a distinctive way. A pre-event social was held for Bronze-level donors ($1,000) or higher prior to the beginning of the public festivities.

Development personnel need to recognize the unique opportunity Signing Day presents the department. The promise of future players taking the program to new heights has the ability to excite an entire sports community. On this day there are no losses, only optimism.

With a number of non-development related groups (i.e. LSU Tiger Gridiron Club) currently hosting their own celebrations on Signing Day, more schools need to follow the example set by programs such as UCF and focus this special excitement toward one athletic department sanctioned event.

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Matt Kirinovic

Schools shift temporary fundraising focus to Haiti

After disasters like the earthquake that occurred in Haiti two weeks ago, many schools and athletics departments change their fundraising focus from the student-athlete to people in need. It is times like these that show the true character of individuals and schools alike as they work to help people they have never even met. There is a different objective in asking for donations for a disaster than for asking for money for a facility upgrade. Instead of focusing on developing student-athletes and athletics departments for the future, I am going to highlight some of the steps being taken by schools to help the people of Haiti through this crisis.

Southeast Missouri collected donations for the American Red Cross Haiti Relief and Development Fund at each of its basketball games as well as the WWE professional wrestling match it hosted. Kentucky raised over $1 million for Haiti in five hours using a last-minute telethon that featured Men’s Basketball Coach John Calipari and had the #1 Wildcats basketball team answering phone calls. The University of Utah’s Student-Athlete Advisory Council partnered with Soles4Souls to collect gently used shoes for Haiti. They collected the shoes and spare change at Utah’s Men’s Basketball and Gymnastics meets last week. These are just a few of the hundreds of commendable fundraising efforts being done by schools across the county.

There are a few distinct differences between fundraising for relief efforts by athletics departments and the day-to-day fundraising done by athletics departments. Relief fundraising is more dependent upon normal events taking place at the school. Southeast Missouri not only took advantage of its home basketball games but also a WWE event that came to campus. While development takes place everyday and at every sporting event, you will very rarely see collection boxes for a scholarship fund at a basketball games. Schools collecting aid for Haiti aren’t expecting to receive major gifts; those will be given directly to the Red Cross, UNICEF, or another aid organization, whereas a large percentage of schools have development staff devoted to major gifts. Collecting money for Haiti is a great public relations move by a school, but schools rarely release press releases when they are putting on a donor specific event because that is part of its day-to-day operations. In the end, fundraising for Haiti and for an athletics department has similarities, but they each fill a different objective for the athletics department.

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Sean Phifer

Watch parties allow schools to target out-of-town alumni

Two Missouri Valley Conference schools have utilized basketball game watch parties this past week as a way to engage alumni and supporters across the country. Bradley University and Creighton University took advantage of nationally televised games to connect with alumni outside of Normal, Illinois and Omaha, Nebraska, respectively.

Bradley attempted to stir its supporter base with “BU Coast to Coast” broadcasting the Braves game against Missouri Valley Conference pre-season favorite Northern Iowa on Tuesday, January 12. Bradley pitched the watch parties by saying “BU Coast to Coast” is the next best thing to cheering on the Braves in Carver Arena. While the Braves ended up losing to Northern Iowa, the national exposure provided a unique environment for local alumni chapters to gather across the country and wear their school colors with pride.

Creighton put on a similar event with its “Get Blue National Game-Viewing” on Saturday, January 16. The Jays took on Missouri Valley rival Wichita State on ESPN2, and many of Creighton’s 20 national alumni chapters participated in the event. The Jays squeaked out a 57-56 victory over the Shockers, much to the delight of the alumni watching across the country.

Many schools across the country use watch parties for bowl games or rivalry football games, but they are not as common with other sports. Bradley and Creighton are both non-football schools that have men’s basketball as its main revenue generator. Watch parties represent a great way for any athletics department to partner with the alumni association and take advantage of national television exposure.

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Sean Phifer