For many small to mid-sized college athletic departments, NIL offers athletes new ways to benefit from their personal brands. On the other, athletic administrators and development professionals often worry it could compete with fundraising goals- especially when budgets and donor pools are already stretched thin. But here’s the reality: NIL and fundraising don’t have to compete. In fact, when approached strategically, NIL can strengthen a department’s development strategy and help cultivate deeper relationships with alumni, fans, and local partners.
How NIL and Fundraising Can Coexist
1. Understand the shared goal: supporting student-athletes. Both fundraising and NIL are ultimately about the same thing- supporting student-athletes. Development teams raise money to enhance facilities, scholarships, and academic or life skills programs. NIL, meanwhile, empowers student-athletes to build financial literacy, entrepreneurial experience, and community connections.
When departments align around this shared mission, NIL becomes another tool to advance student success- not a competing interest. For smaller schools, this alignment is crucial. It allows your development, compliance, and external teams to collaborate instead of operating in silos.
2. Educate donors on the difference (and connection). Some donors may initially view NIL as a “threat”- believing dollars will shift away from the athletics fund to NIL collectives or individual athlete deals. However, with the right communication strategy, you can reframe NIL as a complement to your fundraising efforts.
Explain that NIL and philanthropy serve different purposes:
- Donations fund long-term department priorities that benefit all athletes.
- NIL deals reward specific student-athletes for their time, creativity, or promotional work.
Encourage donors to see NIL as part of the broader ecosystem that keeps your athletic program competitive. A donor might contribute to the athletics fund and sponsor an NIL opportunity- both supporting student success in different but equally valuable ways.
3. Build partnerships with local businesses. For smaller athletic programs, local partnerships are everything. Encourage your external relations or development teams to co-create opportunities with local businesses that highlight both NIL and community impact.
For example:
- A restaurant might sponsor a pregame event benefiting your athletic fund, then sign a few athletes to promote the event on social media.
- A local bank could host a financial literacy workshop (funded through a small donation), then collaborate on NIL content featuring athletes learning about money management.
These dual-purpose partnerships drive visibility, community goodwill, and financial support- without competing for the same dollars.
4. Create a unified message around impact. Donors and partners want to invest where they see impact. Departments that share stories showing how both fundraising and NIL improve the student-athlete experience build trust and buy-in.
Showcase examples like:
- A development-funded academic center helping athletes balance school and NIL responsibilities.
- A small NIL partnership leading to real-world career opportunities for a student-athlete.
The more your department connects these dots, the easier it becomes for supporters to see NIL and fundraising as part of the same ecosystem of opportunity.
5. Start small and stay collaborative. You don’t need a massive staff or budget to get started. Begin by hosting joint strategy meetings between development, compliance, marketing, and coaching staffs. Outline where your goals overlap and where you can combine efforts- like alumni events, donor communications, or athlete spotlights.
At smaller institutions, collaboration is often your biggest competitive advantage. You may not have the resources of a Power Five program, but you have agility, authenticity, and community connections that can make NIL and fundraising work hand-in-hand.
When athletic departments view NIL through the same lens as fundraising (as a relationship-driven investment in student success) they can strengthen both. For small and mid-sized schools, this isn’t about competing for dollars; it’s about aligning your message, mission, and impact. When done right, NIL doesn’t take away from your development goals — it amplifies them.