Pride cometh in the fall (or winter, or spring)

Every NCAA athletics season starts with a clean slate.  Many schools have one or two sports that really matter - for the lucky few this underpins the entire fundraising effort, ask the folks at Penn State how much that pride means even in the face of enormous controversy.  Having worked at small liberal arts colleges where even the biggest of wins; a national championship, is a passing mention on SportsCenter, through mid majors where the entire goal is to make the big dance each March, through institutions who have annual expectations of being in the hunt for a championship, I have a pretty good perspective on sports and higher education.  

Every school year starts with anything but a clean slate for fundraising.  History of support, loyalty, scandal, controversy and publicity all muddy the waters in each and every constituents view of you.  What is clearly key is to identify those points that constituents care most about and engage them on those topics.  Provide insider knowledge to your donors - this can be as simple as offering them the opportunity to sign up for a mirror email to all press releases on that subject - or maybe create a monthly email that summarizes all of the highlights with some insider news from a coach, AD or even an analyst who happens to be an alum (great opportunity to engage that individual as well.)  

No matter what you do, don't lose sight of the fact that to many of our constituents, Athletics provides a sense of connection, memory of times gone by and current information, no matter how skewed from your primary mission.  There is nothing like being on SportsCenter or the National news to ensure that your constituents are aware of you and your successes.  

Many offices find that they are in a constant battle with the Athletic's folks for donors.  You need not be - take advantage of their reach and messaging and solicit with them.  Often times, you have a larger reach with fewer limitations that Athletics does, offer to work with them to present that sense of pride and succeed together.  After all, a rising tide raises all ships.