FUND RAISING – PLAN OF ACTION
(Washington University in St. Louis)
NADIIIAA Remarks
January 2005
Partnership for success – Faculty, staff & administration – Alumni - Parents – Coaches – W Club
– all are points on a star…with student-athletes & athletics programs as the “beneficiaries” in the
center of the star
Why raise funds – Federal/state cutbacks on funding – fewer dollars available for research grants
– higher tuition and fees requiring universities to reach into endowments for meeting costs
associated with academic/merit scholarships and financial aid assistance – escalating costs for,
salaries, health and retirement benefits – fewer dollars available for extracurricular programming
–athletics being but one – increasing costs across the board – priority spending by universities to
enhance the academic enterprise.
Do you want to raise funds to supplement your existing budget for athletics specifically and for
athletic operations in general? That question has to be answered honestly before one begins the
journey into fundraising & development.
How do I get started

Formulate a plan and put it on paper (vision and purpose).

Understand how alumni/development office is organized – how it interfaces with the
rest of the university – how you perceive the athletic fit.
 Set an appointment to meet with the individual you report to and if he/she is receptive
to your vision…set a time to meet with the Director of Development.

What services are provided (available to other departments within the University
setting: phones/volunteers/mailings and mailing lists/writers/publications/
assistance/liaisons/etc.

Understand terminology on your campus – restricted versus unrestricted gifts – which
is more valuable – matching gifts – endowments and how they work – challenge
grants – bequests – planned giving – annual fund – capital projects.

Be of the needy, not the greedy.

Ask for assistance in terms of planning development priorities and implementation of
those plans – if the Director of Development and Alunni Relations is part of the
planning process, your chances are much greater for success.
Don’t be surprised if your request to establish an organization to raise funds fails or is met with
resistance –1980-89 reality…this is the time frame it took to get a final “ok” for our W Club –
development will be concerned with potential risks involved with athletic fund raising (raiding –
misrepresentation – where funds go – trust – greed – competing for same $$$$ as academic
enterprise - why the necessity to raise funds for athletic – etc.) Just be ready to answer the
“resistance questions”
Talk to your president if you believe he/she will be receptive – but first go through your chain of
command. Know that the Dierctor of Development most likely has direct access to the
President…so you need to get development to support you initiative.
What do we give donors – good will – thanks – newsletter with alumni insert – invitations for
alumni get-togethers at selected sites or on campus for special occasions or events – golf outing –
tennis night – donor receptions - alumni basketball and softball games – alumni swimming meet
- Hall of Fame – student-athlete banquet – donors are on the “Team” that help bring about
success.
How is use of athletic fund raising revenues determined – University policy? Athletic
Department policy? – Charter of fund raising organization? – we have discretion to use funds as
determined by the Director of Athletics without approval of the W Club Executive Committee….
and this is the way it should be at the outset…and…is consistent with the discretionary powers of
the academic deans on campus.
Do with Funds
Student-athletic banquet at end of year – rings for an individual or team winning a national
championship – Hall of Fame – uniforms – facility enhancement – travel assistance – recruiting
– pep band – sports information – W Club awards – alumni events at home and on the road –
alumni brunch during Commencement Week - student-athlete advisory committee - alumni
weekend – whatever needs to be done and is reasonably affordable …be fair and exercise good
judgment.
Random Check Points:

Will someone serve as liaison to Athletic Department?

Alumni City Councils throughout the country – do they exist for your institution?

What costs are shared?
 What do you do with the list of your graduating athletes? It is recommended that one
maintain records (data base) on each graduating student-athlete as these graduates will
eventually be key for your donor mailings once you receive approval to move forward. At the
conclusion of the student-athletes senior year we send the list of graduates and those who
exhausted their eligibility to the Alumni office, they are coded and they are added to our
mailing list for future correspondence.

What is your goal?

Will your institution allow you to engage in athletic fund raising activities?

What do you count in fund raising: advertising/ticket sales – facility rentals – special
events? We only count alumni donations and two special fundraisers ( golf outing tennis night.) If doing a special fundraiser you should be aware of IRS rules where the
value of the donor gift is reduced by the fair market value of any benefits received…your
tax office will have the information you need.

Who can you contact – clearances?

Approaching corporations – careful – very special contributors – must get advanced
approvals…most times corporations are pre-assigned to the Presidents office and or a
specific academic division.

Coaches role – are they fund raisers or coaches? I believe they are coaches

Years of experience needed – none – just enthusiasm and desire. Who directs athletic
fundraising?

Who has authority to approve expenditures? Athletic Director should have final say.
Thank you letters – all acknowledged from $1.29 to $50,000…discretion to use funds
where they are most needed.

Personal notes on letters – pays dividends in the future.

Membership categories – consistent with University terminology – for example,
Century/Fellows/Deans/etc.


Women in the present and future…..important in the make-up of you executive
committee and the success of your fundraising efforts and gifts received.
Be low key.
 Exercise “extreme caution with “parents”….this is a most sensitive issue with the
academic enterprise and development personnel…sometimes parents are being cultivated for
special/large gifts and as such, you don’t want to be caught in the middle because you will
end up loosing the trust you established….. the recommendation is that one concentrate on
alumni and friends for gift support….with the knowledge that the parent initiative can be
brought up down the road.
 End result of fundraising organization running counter to University policies? Disaster!!!
Presented by:
John Schael
Director of Athletics
Washington University
St. Louis, Missouri
ATHLETICS – FUND RAISING/DEVELOPMENT PLAN
WASHINGTON UNIVERSITY IN ST. LOUIS
By John Schael
MISSION STATEMENT
To form an athletic alumni club open to all alumni and friends of Washington University
interested in supporting the athletics programs of the University. The club shall be structured
similar to the giving clubs of the schools already in place. Its primary purpose shall be to foster
fundraising efforts for the department of athletics, specifically, gifts to the annual fund and
identify/cultivate individuals with major gift potential. The fundraising effort is not intended to
detract from the existing support of the schools but rather to encourage those not giving
elsewhere to do so to athletics as well as encourage larger gifts or additional gifts to the Athletic
Annual Fund. The effort shall be consistent with the policies and procedures of the University
and will not promote any one particular sport, but will benefit all intercollegiate sports sponsored
by the University.
GOALS
1. Establish a leadership group for the club comprised of alumni, define the name and
membership levels.
2. Establish a consistent means of communication with club members, as well as a means of
increasing the overall visibility of athletics with alumni and friends.
3. Establish a unique identity for the athletic club members beyond that
established by the existing school clubs.
4. Establish formalized fund raising efforts based in new member
recruitment as well as special events.
Underlying Principles
1. Maintain positive working relationships with University’s alumni and
development services and programs.
2. Build ongoing trust and support for initiatives by working within the
framework of existing policies and procedures associated with
University’s alumni and development programs.
3. Ideas work best with the advice of capable and experienced professionals. Before any
idea is implemented, it should be passed through those in position of good judgment.
Because the development officer’s judgment is valued and respected, they are critical to
ones success, critical in assisting ones efforts to be more effective, and critical to building
a sense of confidence in the athletics programs fundraising initiatives.
GOAL #1 – LEADERSHIP FORUM, CLUB DEFINITION
Objectives
A. Form an athletic executive committee, consisting of a chairman / chairwoman and one
representative for each sport sponsored by the University.
B. Define the Executive Committee’s responsibilities in clear, concise terms.
C. Define the financial support needed, and sources to begin and operate the new club effort.
D. Name the club and define membership levels. Currently proposed are:
 Name: The “W” Club
 Membership levels:
$100.00
$250.00
$500.00
$1,000.00
Century
Fellow
Dean’s
William T. Greenleaf Eliot
 Membership level names consistent with Washington’s named giving categories
Tasks
A. Executive Committee
1. Identify 3-4 candidates and recruit a chairperson for the Athletic Executive Committee
Responsibility: Athletic Director & Development Officer
2. Recruit executive committee members – one per sport.
Responsibility: Sport Coaches – identify candidate names; recruit in conjunction with
Athletic Director.
3. Form membership level committee and identify a chairperson.
B. Job Description
1. Write a job description for the chairperson and executive committee members.
Responsibility: Development officer with approval from Athletic Director.
2. Outline the committee’s meeting schedule. (include both social and business)
Responsibility: Athletic Director
3. Prepare an addendum to the job description defining the department’s needs and how the
volunteers can help.
Responsibility: Athletic Director
C. Budget
1. Define a budget.
Responsibility: Athletic Director & Development Officers
D. Name/Levels
1. Obtain final approvals for the names and giving levels.
Responsibility: Development Officers & Athletic Director
GOAL #2 – CONSISTENT COMMUNICATIONS / IMPROVED VISIBILITY
Objectives
A. Formulate an “announcement” of the club formation to be used as a direct mail piece to all
former lettermen, parents of varsity athletes, former physical education majors and selected
“friends of athletics.”
B. Submit an article announcing same in Alumni News.
C. Formulate a brochure and annual renewal letters to be used as a solicitation piece in direct
mail campaigns for both new members and renewals of existing members.
D. Establish a newsletter, produced by the athletic department . . . can be placed on website,
emailed or mailed on a regular schedule to former lettermen / letterwomen, parents of varsity
athletes, former physical education majors and other members of the club as well as nondonors.
E. Establish a consistent public relations effort focused toward the “Target Market” originated
within the athletic department and based in existing University publications currently mailed
to all alumni.
Tasks
A. Announcement • Article • Newsletter • Brochure
1. Draft an announcement mailing, article, brochure, and renewal letters.
Responsibility: University writers, development officer, sports information director,
athletic director.
2. Code parents of varsity athletes in so they can be easily accessed.
Responsibility: Development
3. Establish an Athletics Newsletter or other means of consistent communication.
Responsibility: Athletic Director via a designee within the Athletic Department.
GOAL #3 - IDENTIFY
Objectives
A. Identify a frequent, consistent means of recognizing donors and volunteers with thank you
letters from the Athletic Director for each gift received.
B. Identify premiums of nominal value to be received by joining members.
C. Identify specific privileges for new and existing members that are available so long as
membership is maintained.
D. Establish one or two annual events available to current members only.
Tasks
A. Recognition
1. Design a “W” Club stationery, reflecting the names of executive committee members.
Responsibility: Development Officer, Public Relations, Athletic Director
2. Define a periodic method of acknowledging new members (i.e. in the Newsletter, an
Honor Roll entry etc.)
Responsibility: Development Officer and Athletic Director
3. Design a display case, easily visible inside the Athletic Complex, including a founding
members plaque and membership roster as well as other appropriate memorabilia.
Responsibility: Sports Information and Athletic Director
B. Premiums
1. Research items and related costs uniquely designed for the “W” Club.
Responsibility: Development Officer and Athletic Director
C. Privileges
1. List all potential privileges if any and choose levels.
2. Coordinate donor privileges with those that exist and include consideration for out of
town Alumni.
Responsibility: Development Officer and Athletic Director
D. Members Only Events
1. Gather ideas for annual, social events, and include them in the overall calendar.
Responsibility: Executive Committee Members, Director of Athletics, Alumni Relations
GOAL #4 - FORMALIZED FUNDRAISING EFFORTS
Objectives
A. Motivate executive committee members to recruit 5 new members each at a Fellows level or
above per year. (Efforts may begin immediately, regardless of priority school targeted
only to lettermen / letterwomen who have not donated at all during FY’__ and ‘__ and
lettermen / letterwomen who
donated to athletics in either FY ‘___ or ‘___.
B. Hold an alumni phonathon, using executive committee members as callers.
C. Identify prospects for larger gifts and establish a regular effort of personal solicitation with
the appropriate member(s) of the athletic department staff.
D. Evaluate the expense versus return, including staff management and time required for a
fundraising event. If the evaluation proves realistic, recruit a volunteer committee to manage
the planning/initiation of the event. (Any resulting tournament/event, etc., will be the sole
responsibility of the athletic department.)
E. Identify potential opportunities for a challenge grant, and pursue them.
Tasks
A. Recruitment
1. Recruitment, via personal calls and phonathons shall be included in the job description of
the executive committee members.
2. Establish an Eliot Society Chairman and membership committee for the “W” Club.
B. Major Gifts
1. Cultivate specific individuals as they become apparent candidates for major gifts via their
interest/involvement in club activities. This objective is focused on longer term
development opportunities rather than immediate term.
Responsibility: Athletic Director and Development Officer
C. Challenge Grant
1. Discuss possibilities with Director of Development
Responsibility: Athletic Director, Development Officer
Mail Schedule/ Description
1st Appeal
Cover letter/brochure
 Lettermen non-donors FY’___ announcing the “W”
Club and ‘___
 Lettermen Donors to Athletics FY ‘___ and ‘___
 Athletic Club members in FY‘___
2nd Appeal
Letter personalized for Club
 Athletic Club members in FY’___ level renewal not
yet renewed
3rd Appeal
 Same as 2nd Appeal
Same as 2nd Appeal
March – June
4th Appeal
 All Lettermen not included in 1st Appeal
1) Announcement of “W” Club
as in 1st Appeal
 Parents of Varsity Athletes
2) Follow up – “W” Club Appeal
 Lettermen in 1st Appeal who did not respond.
3) Club level renewal
 Athletic Club members in FY___ not yet renewed
5th Appeal
 Same as 4th Appeal
Same as 4th Appeal
 Physical Education Majors
ATHLETICS BUDGET PLAN
CATEGORY
ATHLETIC DEPT.
ALUMNI & DEV.
OTHER
Phonathons (2)
20 callers @ $20.00
800.00
Direct Mail
Announcement (2000) .656 ea
1,312.00
Brochure (Mar-June) 2500 @ .656 ea
1,640.00
Renewal Letters (100)
Newsletter
30.00
?
Mail Development/Printing
Announcement/Brochure (12,000)
2,000.00
Activities
Committee Meetings
400.00
Football Barbeque
self-supporting
Pre-game meal (Football)
self-supporting
Members only Events Breakfast
Mtgs 3-100 people @ 3.95 each
Football Banquet
Pre/Post Game Receptions 2 w/50
people @10.00
1,185.00
?
1,000.00
Other
W Club Stationery @ 12,000
Premiums
Estimated Total
1,000.00
?
$3,185.00
$6,182.00