'The Only Time I Hear from You is When You're...'
Updated: 1 day ago
Asking for Money. And if that makes you uncomfortable, that's ok, and now this is the opportunity to fix that, because...
The best fundraising campaigns start before the ask.
Most athletic programs are 'episodic' and begin fundraising when they need the money.
The strongest programs begin building support long before they need to make the ask.
That means creating simple, consistent habits throughout the year:
Share team and individual student-athlete accomplishments
Highlight the people behind the program
Invite former athletes back to games and events (always try to include photos)
Recognize alumni, parent and community supporters
Explain how the program is developing—not just what it is requesting
These small touchpoints matter because donors rarely make decisions based on a single email or social media post.
They respond to trust, connection and consistency.
When people hear from your program only when money is needed, fundraising feels transactional, and that gets old pretty quickly.
When they hear from you throughout the year, fundraising becomes a natural part of an ongoing relationship.
A practical way to begin is to create a simple 12-month engagement calendar with one meaningful touchpoint each month:
January: Happy New Year and program goals for New Year
February: alumni spotlight(s)
March: student-athlete success story/stories
April: sponsor recognition
May: academic year recap and profiles of senior class members
June: behind-the-scenes update
July: community impact story
August: preseason message
September: team update – start of academic year
October: donor appreciation
November: gratitude message - Thanksgiving
December: year-end impact report and Happy Holidays
You can work with your Advancement team (or us) to determine the best time(s) to solicit donors and prospects throughout the year.
The goal is not to overwhelm your staff with more work.
The goal is to make communication more intentional, more consistent and more connected to the mission of your program, because the next fundraising campaign should not feel like a surprise.
It should be systematic and appropriate, and feel like the next chapter in a relationship you have been building all year.
At Fundraise4U.net, we help coaches, athletic administrators and sports organizations create practical fundraising and engagement strategies that strengthen support over time.
It doesn’t matter if you are brand new to the role or have been there for years. Everyone loves improvement, and ‘doing things better’ – however long it takes to get there.
Let’s chat about ways in which you can start building the relationship before you need the revenue.
Best wishes,
Ted Priestly
Founder/CEO, Fundraise4U.net
E: Ted@Fundraise4U.net
#Fundraise4U #SportsFundraising #DonorRelations #AlumniEngagement #CollegeAthletics #YouthSports #Coaching #AthleticAdministration #ProgramSustainability
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