Anaheim, Calif.—There are tricks to any trade, but when it comes to raising money in athletics, some tactics work better than others.
Sheila Smith, associate vice president for principal gifts at Ohio State, discovered this not long ago during a football clinic for women held at the university. She already knew not to underestimate the interest—or the giving power—of female fans. But their enthusiasm reached new heights when, as part of the clinic, a fully clad football player appeared and, one piece at a time, removed the various components of his uniform.
Not all of it, Ms. Smith was quick to say during a presentation Wednesday before a packed room of athletic development officials. But still, the tutorial was a big hit.
“They had no idea about the equipment,” she said, deadpan.
“Hey, hey, hey,” interrupted Gene Smith, Ohio State’s athletic director and Ms. Smith’s husband, who had teamed up with her for the discussion. “There are young people in the room.”
Joking aside, the anecdote served as a colorful reminder that raising money is never an easy task, let alone in a difficult economic climate. So Mr. Smith, representing the biggest and wealthiest athletic program in the country, offered a few tips:
Don’t go it alone. Partner with development counterparts elsewhere in the university (even if you’re not married to them): ”If you’re not integrated, please find a way to do that.”
Get creative. ”Look at different ways you can create remarkable experiences for people. … It’s not just about the money you derive from the event but about the relationships you establish with the people there.”
Take the long view. “We got so trapped in trying to get the cash now that we forgot about deferred opportunities. I’m trying to push my team constantly to think about deferred gifts.” (In one recent case, the Buckeyes received an unexpected gift of $660,000 from a bequest that went to pay for upgrades to the field hockey field.) “You never know when those gifts are going to come in.”
No matter how many or how few, know your fans. “Your donors are in front of you. They’re in your stadium. They’ve demonstrated a commitment already. Get to know those people.”
