When I stepped into my first role in college athletics fundraising, I had energy and ambition- but barely a roadmap. I went to school for marketing, and my co-workers brought a different backgrounds to the table as well. When I realized that you don’t learn ‘fundraising’ in school, it was clear that the lessons in athletics fundraising were learned in the trenches. Here’s what I wish someone had told me then:
What to Know as an Athletics Fundraiser
1. Every team has its own rhythm. One of the maybe not such a big first surprise? Each sports program operates on a different cadence. Football donors might be responsive during gameday hype, while golf or tennis boosters engage more around postseason or alumni-friendly events. You learn fast that a one-size-fits-all approach won’t cut it—you must customize your outreach to each team’s calendar, momentum, and donor expectations.
2. Learn the language: LYBUNT, SYBUNT—and why it matters. Early on, I heard fundraising jargon like LYBUNT and SYBUNT and wondered if I’d enrolled in a cryptography class. But these acronyms are essential:
- LYBUNT = Last Year But Unfortunately Not This—donors who gave last year but not yet this year.
- SYBUNT = Some Year But Unfortunately Not This—donors who’ve given in prior years but not recently.
These are your most valuable re-engagement targets. They’ve already believed in your mission. All they need sometimes is a thoughtful update or reminder of their impact to reconnect.
3. Work smart- not just hard. Throwing yourself into 80-hour weeks isn’t sustainable. I learned to streamline outreach with segmented lists (think LYBUNTs vs. current donors), automate gratitude workflows, and prioritize donors by giving patterns. It’s about high-impact effort, not just high hours.
4. Schedule recovery before breaks- or it wont happen. College fundraising never sleeps. Before summer break or long weekends, I started blocking intentional “off” time. Without that buffer, I realized I’d check my phone the whole vacation- even if the team surpassed its fundraising goal. You need that reset to recharge without guilt- and return sharper.
5. Soak in the special moments. There’s something electric about that walk-off home run, that buzzer-beater, or the senior’s last March Madness appearance. It’s easy for fundraiser life to go into autopilot—but those are the memories that anchor you. Taking time to enjoy them—and sometimes sharing them with donors—builds connection and joy in the work.
6. Attention to detail Is non-negotiable. Especially at smaller schools, you’re juggling ticket drives, donor databases, NIL emails, and event invites simultaneously. A wrong name, a typo in an invite, or missing the correct department’s approval can cost you credibility fast. Precision is your quiet superpower.
7. Don’t overlook networking—locally or at conferences. Sometimes, the best fundraising breakthroughs come from an alumni luncheon, meeting a board member’s friend at a conference, or swapping ideas in the hotel lobby. Networking broadens your approach, sharpens new strategies, and keeps you human. It’s not just a formality—it’s a growth engine.
College athletics fundraising isn’t just about asking for checks- it’s about reading people, seasons, and systems. In this role, I’ve learned that resilience, adaptability, and authenticity matter more than hours spent. When things move fast—and budgets tighter- you’re not just raising money- you’re building community.