This past fall, USAToday did a feature on how this type of giving is changing the non-profit sector.  The article claims that organizations such as Modest Needs, GlobalGiving, and DonorsChoose.org, who focus on microphilanthropy saw exponential growth in charitable giving from 2004-08.  One of the reasons for this large growth can be attributed to technology, social media included, and the ease of access to information about the projects donors are contributing towards.

Ken Berger, president of Charity Navigator, says about microphilanthropy, “There’s a lot of evidence that this generation is used to instant access to information.   They want more direct involvement, to be empowered in the process, and to see results more directly.”

MiddSTART, allows alumni, parents and friends to help aid student driven projects at Middlebury College. The way it works is that a completely student organized initiative submits an application through the MiddSTART website.  A panel reviews the applications which are judged on their goals, creative and entrepreneurial merits, and level of organization and commitment shown by the student(s).  Once a project is accepted a unique page is created with its details, goals, and ways to follow the project.  The maximum budget that is allowed for projects is $2,000; however donors can also choose to support a MiddSTART scholarship which is $10,000.

It would be understandably difficult to incorporate microphilanthropy within an athletics annual giving program, especially if the emphasis is on unrestricted donations.  However, in speaking with others who work within athletics development we commonly are challenged with having our lower level donors understand how impactful their support really is.  So I will ask the question is there a way to emulate the success of a MiddSTART type program for athletics?

There is no one answer to this but it is an interesting topic to think about.  Again, integrating the concept of microphilanthropy into athletic giving may prove challenging but there are aspects of it we can utilize.  As we strive to find ways to highlight the value of all donor support, this giving model may provide an opportunity to improve the format of our communication and messaging in order to further enforce the impact of all levels of support.

Drew Ossakow

The UConn Husky football team was the 2010 Big East Conference champion and played in the BCS Tostitos Fiesta Bowl on New Year’s Day.  As part of playing in the game, UConn athletics was required to purchase 17,500 tickets at an average value of close to $200.  In an effort to be both charitable and put more Husky fans in University of Phoenix stadium, the UConn Club asked donors to participate in the Help the Huskies campaign which partners with greater Phoenix area charitable military and youth organizations to bring them to the game.  Donors had the opportunity to make a gift where the funds went towards the required bowl ticket allotment.  All donations to this program were considered tax deductible charitable contributions and received UConn Club priority points.  Gifts were made through this website created for the campaign.

While in the past we have looked at ways athletic departments and development offices have partnered with travel agencies to make it easier for fans, alumni, and donors to attend the bowl, the UConn Club tackled the ticket issue from another angle.  By encouraging Husky fans who cannot make it to Glendale to donate bowl tickets, it allows military service men and women along with local youth groups in the surrounding bowl community to enjoy some big time college football during the holidays.  This is a great idea created by the UConn Club and it will be interesting to see if other athletic departments will develop similar initiatives.

Drew Ossakow

CSU Rams create exclusive access event

The Colorado State Rams recently hosted a exclusive scrimmage for members of their annual giving arm, the Ram Club. Each donor was invited to attend the event, which took place during the last 30 minutes of the Colorado State’s regular practice time. Concession stands were opened and donors were invited to stick around after to mingle with the team and enjoy some free Wendy’s Frosties.

This type of event adds an unexpected value to those who are members of the Ram Club and gives those die hard fans an exclusive event where they can see this year’s team. It also allows them to see how their donation is bringing them closer to the athletics program.

Marshall continues Big Green Foundation Donors of the Week

Marshall University and their Big Green Foundation has started naming “Donors of the Week.” In this initiative, a press release is written about donors to the Big Green Foundation and placed on their website to recognize them for their loyalty and highlight their efforts in supporting the athletics department.

This is a good tool to use to showcase those donors who have been loyal supporters of the athletics department for years. It can also serve as an education tool for current or potential donors on why people donate to the student-athlete cause.

Taylor Wood

The solution has come in the form of the Preservation of Tiger Stadium project. The LSU Tiger Athletic Foundation is offering donors the opportunity to spruce up Tiger Stadium through funding the replacement of 428 exterior windows which were apart of rooms used for dormitory housing.  For $2,000, Tiger fans are able to provide the necessary funds to aid TAF in restoring these windows.  Through a customized website, the athletic department offers information on the project’s history, updates, and is working on launching an application where users can select their window online similarly to that of seat selection applications.

The most recent update stated that 215 windows had been donated with only 213 to go to meet the project’s goal.  The success of this fundraising program has hinged on the fact that LSU football will continue to play in this historic stadium for years to come. Furthermore, the tangible and very visible result of a donation to the Preservation of Tiger Stadium project helps show donors the impact they have made.

Drew Ossakow

This article was contributed by Drew Ossakow, a Master of Sports Administration Student at Ohio University. Drew is currently completing his internship at Indiana University, where he was also an undergraduate student-athlete on the swim team.

The goal of the first year program is to have farmers donate the proceeds of roughly 500,000 bushels of grain—which, depending on the price per bushel, could turn into millions for the Athletic Department.  Here’s roughly how the Co-op works:  A farmer pulls a truck into a local grain elevator that has agreed to partner with Nebraska Athletics.  The elevator manager weighs the entire load, defines the day’s per-bushel price and asks the farmer what portion of the total yield he/she would like to donate.  The manager then withholds that portion of the grain payout and writes a monthly check to the Athletic Department.  Farmers receive three priority point credits for every $100 of grain donated this year.

Doak Ostergard, Outreach Director for NU’s athletic department, says the partnership should take advantage of a long, lasting relationship.  “I’d like to think we have enough farmers who are Nebraska fans.  We don’t want just a few [farmers] giving a whole bunch [of grain], we’d like a whole bunch giving a little bit.”  Athletic Director Tom Osborne echoes his sentiments, “There’s a healthy respect for what athletes and farmers are required to do every year to be successful, so we believe with some teamwork and some trust, we can produce a partnership that will be truly unique.”

Currently, the program is the first of its kind across the country.  Nebraska, ranked third nationally in corn production, has the unique advantage of being one of the few states that could actually pull off this creative fundraising initiative.  “The foundation of this initiative is a no-brainer,” reiterated Ostergard.  “We hope it’s easy to get behind and support a program that represents the core values you appreciate—hard work and commitment.”  Timing could not have been better for Nebraska to introduce the Cornhusker Co-op.  Early projections estimate a bumper crop of over 1.5 billion bushels in 2010.

Special thanks to Austen Everson, Director of High School Relations, Nebraska Football

Traditionally, reseating based on priority is only thought of for football and men’s basketball because of the high demand related to both sports.  However, the reseating of Mariucci Arena signals the possibility of using priority points for reseating in other sports when demand is high enough.   As seen with other universities like the University of Georgia, and the required premium seating donation for women’s gymnastics season tickets.

The key in applying priority points in a seat selection process hinges on the willingness of supporters to contribute toward acquiring priority points.  As long as demand is present, look for other universities to begin exploring the use of priority points in the seating of sports other than football and men’s basketball.

Michael Speight

The Canes Carnival will allow donors to try and strike-out the baseball team, compete in an obstacle course against the cross country teams, test their skills in a mini-combine with the football team, and putt against members of the Hurricane golf team.  In fact, nearly every Hurricane athletic team will be involved in some way in the event.  Of course, members will love the personal attention they get with the athletes, but the Hurricane Club will benefit from increased membership as they will allow a “one-time, special offer for membership of just $10.”

Increased annual fund membership and happy/involved donors is a recipe for success for the Hurricane Club.  New membership from the event will likely someday lead to a good annual fund donor base, and current members will remember the day for many years to come.

Rob Norris

The event will feature the basketball team singing a song for the crowd as well as a silent auction for Oakland jerseys, in addition to the regular dueling piano scene. These types of events are a good way to raise funds outside of the typical mail/phone solicitation. If there is a good relationship existing with local restaurants or other prominent members of the community, the athletics department can stand to benefit by creating a different event for supporters. The “Tunes for the Team” event will allow the basketball team and other staff to meet new and current donors in an entertaining and fun environment.

Taylor Wood

For instance, Auburn University Athletics is again hosting a annual Fan Day at Auburn Arena, and have even attracted Golden Flake as a sponsor for the event.  At the event, fans can meet and hear from members of the football and basketball teams, while learning about ticket options available for the 2010 seasons.  Additionally, posters and schedule cards will be given out free of charge, with the soccer and volleyball teams available for autographs.

To date, many universities traditionally only do a kickoff event for a specific sport, mostly involving football.  Then again, the collegiate landscape could move toward more involved kickoff events, which provide all university athletics with community exposure.  Seemingly, kickoff events like Fan Day at Auburn Arena could become more common if universities can continue to spotlight all athletics from such large scale events.

Michael Speight

Idaho State is taking the initiative for their student-athletes

Nurturing the relationships with student-athletes is becoming more important to development departments across the country.  Former athletes often cite their experience at the university as their reason to (or not to) make a financial contribution back to their alma mater.  One way to gain the appreciation, and perhaps the support, from student-athletes while they are on campus is career finding resources so they are ready to go upon graduation.

Idaho State University has joined the growing number of collegiate athletics departments to partner with Career Athletes, and online career community to help student-athletes network and ultimately find a job after graduation.  The organization will provide student-athletes with mentoring, professional networking, career coaching, and best practices for finding employment.  One unique aspect bout Career Athletes is that it is also available to alumni from the institution, so former athletes have a reason to reconnect with their school and its athletes.

Ultimately, by joining a career service such as this, schools will not see their annual fund grow by leaps and bounds.  However, as universities look to build relationships with student-athletes, past and present, helping those individuals find career success can only help student-athlete giving down the road.  To read more about Career Athlete, click here.

Rob Norris