Since it’s inception in 2021, NIL and fundraising have been treated like they’re in two different lanes- even competing with each other. But what if they were actually better together? NIL doesn’t have to be a distraction from donor engagement. In fact, it can be one of the most creative ways to deepen it. When done right, NIL gives donors new, meaningful ways to support athletes, schools, and missions they already believe in – without the stigma or confusion that’s often attached to it. Here are a few ways schools and athletic departments can bridge that gap.
Fundraising and NIL: Bringing Donors Into the Story
1. Have Donors Serve as Mentors – Not Just Check Writers. Many donors are experienced professionals who’ve built careers in business, marketing, or leadership. Why not have them share that wisdom? Instead of just donating money, they can mentor athletes on contract negotiation, branding, taxes, or networking. These relationships go beyond dollars – they create shared purpose and lasting impact.
2. NIL Readiness Funds. Traditional giving often focuses on facilities or scholarships. Now, schools can introduce NIL Readiness Funds, which are programs that fund education, not NIL deals (pretty sweet, right?). Think workshops on financial literacy, personal branding, or legal guidance. Donors can feel confident knowing they’re helping athletes grow responsibly and not fueling ‘pay-for-play’ systems.
3. Donor-Athlete Collaborations for Good. Athletes and donors often care about the same community causes. Why not connect them? For example, imagine a former alum partnering with athletes on a mental health campaign, or a local business co-hosting a charity drive. Both sides grow their brands, do good, and show what NIL can look like when it’s about impact.
4. Storytelling Through NIL Success. Donors want to see their impact, and NIL provides new stories to tell. Share updates like: “How your support helped Jordan launch her first partnership” or “How this NIL workshop led to an internship.” These stories shift the narrative from “payments” to preparation and purpose.
5. NIL-to-Career Pipelines. Some of the best NIL programs are already linking athletes with donor-owned businesses for real-world experience. For example: a donor’s company hosts a leadership series where athletes are compensated for participation and build connections for future roles. That’s just another example of NIL serving as a bridge, not a barrier.
6. NIL 101 for Donors. Finally, one of the best ways to reduce stigma is through education. Schools can host NIL 101 sessions for donors explaining compliance, transparency, and athlete development goals. When donors understand the process, you’ll probably receive less pushback and more engagement with your programs’ mission, and supporters are far more likely to stay engaged and aligned with the school’s mission.
Remember, NIL isn’t replacing fundraising, if done correctly, it can help expand it. If you’re in development and you chose to bring donors into the NIL story (as mentors, educators, collaborators, advocates, etc. ) everyone wins.
Athletes grow. Donors stay connected. Schools strengthen their culture of support.
That’s not a headline about controversy… it’s a story about opportunity.