Athletic organizations often begin sponsorship sales by asking one question: “What companies should we contact?” There’s a better question to ask first: “Who already has a connection to us?” Before buying lists, sending hundreds of cold emails or chasing the biggest companies in your market, take inventory of the relationships that already exist around your program. Look at your alumni. Your parents. Your board members. Your coaches. Your vendors. Your former athletes. Your d

One of the conversations we have regularly with coaches at Fundraise4U is about alumni relations. Not transactional fundraising. Not just asking former players for money. Relationships. Your alumni are the history of your program. They wore the uniform before your current players. They experienced the wins, losses, bus rides, practices, friendships and moments that created the culture you inherited. And whether they graduated last year or 40 years ago, most still want to fee

This week, I had the chance to reconnect with a good friend—someone I’ve known for more than a dozen years. From the beginning, he has...

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