Starting out in athletics fundraising can feel like being thrown into the deep end of a very big, acronym-filled pool. Having a degree in marketing, a masters-level education, or time working in the NBA didn’t matter either- I had to start from scratch. When I think back to my first year in development, there are so many things I wish I knew sooner- things that would have saved me time, built my confidence faster, and helped me connect better with donors and coaches. If you’re just starting out, or even if you’re a few years in, here are 10 lessons that stand out from my first year as an athletics fundraiser.
10 Things I Wish I Knew Before Becoming a Fundraiser
1. Acronyms matter. From the first week, I felt like people were speaking another language. Terms like the following are fundraising shorthand you’ll hear daily:
-LYBUNT (or those who gave Last Year But Unfortunately Not This Year)
-SYBUNT*(or those who gave Some Year But Unfortunately Not This Year)
-DAF (Donor-Advised Fund)
These terms help track donor giving patterns and are so important when building solicitation lists. Learning the acronyms early helps you keep pace with colleagues and sound more confident in meetings.
2. Coaches can be your greatest allies- or your toughest challenge. Coaches play a big role in donor engagement, whether it’s making thank-you calls, attending events, or helping you understand their program’s needs. Building trust with coaches early on helps align your goals and creates a smoother path to donor relationships. I’ve found that having a sit down with each coach in advance of their season is a great way to understand their fundraising priorities for the season.
3. Donor life cycles are everything. Not every donor should be approached the same way. Some are in the acquisition stage (making their first gift), while others are ready for stewardship (receiving thoughtful updates and impact stories). Understanding where donors are in their lifecycle makes your outreach more strategic and increases the chance of building long-term loyalty.
4. Every sport has a different fundraising personality. Raising money for football doesn’t look the same as raising money for golf. Each sport has a unique alumni base, culture, and donor priorities. For example, basketball supporters might care about recruiting resources, while Olympic sport donors might prioritize travel and equipment. Tailoring your approach is key.
5. Stewardship is just as important as solicitation. When I started, I thought fundraising was mostly about asking for money. In reality, stewardship- thanking donors, showing impact, and building genuine connections- is what keeps gifts coming year after year. A well-stewarded donor is more likely to increase their giving over time.
6. Data is your best friend. Donor databases can feel overwhelming, but learning how to pull reports, track giving history, and use wealth screening tools will make your job 10 times easier. Data helps you work smarter, not harder.
7. Events are more than just logistics. Fundraising events aren’t just about food and venues. They’re about creating meaningful donor experiences that connect people to your athletic programs. Whether it’s a golf outing, alumni reception, or game-day suite, focus on moments that make donors feel part of the team.
8. Internal relationships matter too. In your first year, it’s easy to focus only on donors. But relationships with your athletic director, development colleagues, ticket office, and compliance staff will directly impact your success. The more aligned you are internally, the smoother your external work becomes.
9. Persistence pays off. Donors don’t always answer your first, second, or third call or reply to your first email. Unlike some sales jobs, it can take years to close a gift. It may feel discouraging, but persistence (paired with creativity) often wins the day. Sometimes it takes a handwritten note or showing up at an event to spark a relationship.
10. You’re part of something bigger. Athletics fundraising isn’t just about dollars raised- it’s about transforming student-athlete experiences. Whether it’s funding scholarships, facility upgrades, or academic support, your work has a direct impact on lives. Keeping that mission in mind makes the long hours and tough days worth it.
If I could go back, I’d tell my first-year self to be patient, stay curious, and lean into every learning opportunity. The world of athletics fundraising is complex, but it’s also rewarding. With the right mix of strategy, persistence, and genuine care for your donors, you’ll not only raise money- you’ll build lasting relationships and help shape the future of athletics.