If you work in college athletics, reading this, it’s likely that your program, or a program you know, is stretched thin. Coaches are juggling recruiting and team needs. Administrators are managing compliance, fundraising expectations, and countless student-athlete priorities. And now, with NIL layered on top, the workload has only grown. While many departments turn to interns for support, without the right structure, an intern program can become more work than help. The key is recruiting, training, and managing interns like a real, high-performing team. If you’re trying to build an student intern program that actually takes work off of your plate, here’s how to build one that delivers real value in areas like social media, fundraising, and NIL operations.
How to Build an Internship Program
Step 1: Recruit interns with roles in mind – not just “help wanted”. A vague internship description leads to mismatched expectations. Instead, recruit for specific skill-based roles, like:
- Social Media Content Intern
- NIL Database & Compliance Intern
- Fundraising & Donor Engagement Intern
- Graphic Design & Branding Intern
- Event Operations Intern
2. Set clear onboarding and training from day one. Don’t assume interns will “figure it out.” Instead, build a simple, repeatable onboarding system:
- Welcome packet + expectations
- Tools logins (e.g., Canva, Sprout, ARMS, etc.)
- Templates for emails, graphics, and reporting
- Quick video walkthroughs of recurring tasks
Remember: 2 hours of training upfront saves many hours of supervision later.
3: Start with high-impact, low-risk projects. Give interns tasks that deliver real value but don’t jeopardize compliance or donor relationships. These projects can also help boost confidence and productivity right out of the gate. Sample tasks might look like:
- A social media interns can draft posts, edit game-day graphics, or track engagement analytics
- A fundraising intern might organize donor data, prep thank-you notes, or assist with event logistics
- An NIL support intern might update athlete profiles + activity logs, research local business leads, ormonitor partnerships and deadlines.
As trust builds, expand their responsibilities.
4. Create a communication structure that runs itself. You should not have to chase interns, and they should not have to guess what is expected of them. Set up a check-in rhythm:
- Weekly 15-minute standups
- A shared task tracker (Google sheets, Trello, or Notion)
- A single point of contact (not 10 interns DM’ing you)
Keep communication short, clear, and consistent.
5. Measure output- not just hours. What I value most about the next generation of students, athletes, and future professionals is their ability to use and innovate with technology, among other strengths. Instead of assuming that productivity comes from filling hours, focus on what they accomplish within the time they have. Use performance indicators like:
- Posts published
- New donor touches
- NIL compliance tasks completed
- Engagement or fundraising boosts
When interns see their impact, they continue to do great things and stay motivated.
6: Keep it a two-way win. When you invest in student success, the results multiply. Provide networking opportunities for them to meet with staff and donors. Write stellar recommendation letters for standout performers. Better yet- ask them what skills they’re hoping to attain in the next 2-3 years, which could help them land their next ‘dream’ job. Some of your best future staffers may start as interns.
A well-organized intern program expands your department’s efficiency and consistency across teams, strengthening donor engagement without extra staff. As NIL grows, interns can support operations and athlete programming, helping you do more without burning out your team. Great intern programs aren’t free labor — they’re strategic team-building. Recruit intentionally. Train clearly. Hold a standard. Celebrate contribution. Build an intern team that truly moves your department forward.