Fundraising for Athletic Departments: Part 2

Written By J. F. Smith Team

How to Talk to Donors About NIL and Revenue Sharing

Many athletic directors are comfortable talking about equipment and facilities. NIL and revenue sharing can feel trickier. The key is to keep the conversation grounded in mission and outcomes.

Here are practical framing strategies:

  1. Connect NIL to competitive relevance
    Donors understand competitive gaps. Help them see NIL as:

    • The new scholarship gap

    • A core part of remaining relevant in your conference

    • Essential for recruiting and retention, not a luxury

  2. Emphasize integrity and alignment

    • Highlight your commitment to doing NIL the right way

    • Explain governance, oversight, and how student-athletes are supported

    • Position it as an extension of your existing culture, not a departure from it

  3. Show the “whole life” impact on student-athletes

    • Community service and charitable partnerships

    • Leadership, branding, and financial literacy education

    • Real-world experience in contracts, commitments, and professionalism

  4. Offer clarity on where their dollars go
    Whether it is a fund for a specific sport, a leadership program, or a multi-year NIL initiative, donors want:

    • Specificity

    • Transparency

    • A clear sense of how their gift moves the needle

When done well, donors start to see NIL and revenue-related support as part of the same story they have always believed in: helping their university and its student-athletes compete at the highest level.

Build a Campaign That Actually Raises More

If your department needs to significantly grow fundraising capacity for NIL and revenue sharing, approach it as a true campaign, not an informal push.

1. Start with an honest assessment

  • How much do you actually need annually to compete at your level?

  • What is your current donor base’s capacity and appetite for NIL and related priorities?

  • Where are your internal gaps in staffing, process, and messaging?

A feasibility study or structured assessment can clarify what is realistic and how to get there.

2. Establish a clear, compelling goal

  • Frame your goal in outcomes, not just dollars

    • “Fully fund NIL and competitive excellence needs for [X] years”

    • “Secure the resources to retain championship-level rosters across [priority sports]”

  • Tie that goal to a timeline and a public campaign structure where appropriate

3. Recruit and equip a strong volunteer leadership team

Your campaign will go as far as your leaders are willing to go. Choose people who:

  • Have credibility with other donors

  • Are willing to make early, visible commitments

  • Are comfortable talking about NIL and revenue realities with peers

Then equip them with:

  • Talking points and one-page summaries

  • A clear understanding of the giving vehicles available

  • Ongoing support and coaching

4. Integrate staff, collective, and campus leadership

Avoid silos. Successful campaigns often feature:

  • Regular coordination between the AD, development staff, NIL collective leaders, and institutional advancement

  • Shared prospect strategies for top donors

  • Unified messaging so donors are not getting conflicting stories

5. Focus on multi-year, transformational gifts

Especially for NIL and revenue-related needs, the most valuable commitments are:

  • Multi-year pledges that create predictability

  • Blended gifts that support both traditional athletics priorities and NIL

  • Strategic investments that can be communicated to recruits and coaches as reliable support

  

Final Thought: Exceeding Expectations Is Possible

The good news: when you bring together strong volunteer leadership, a clear campaign structure, and expert guidance in athletics fundraising, it is absolutely possible to exceed expectations.

We have already seen NIL campaigns where:

  • Goals were surpassed by 20% or more

  • Donors embraced multi-year commitments at unprecedented levels

  • Traditional giving did not suffer, because the messaging and strategy aligned both worlds instead of pitting them against each other

Fundraising for athletic departments is more complex than it has ever been. It is also more consequential. Those who embrace this moment with clarity, courage, and a disciplined plan will be the ones whose programs are still thriving 10 years from now.

 

J. F. Smith Team
Next

Fundraising for Athletic Departments in the NIL and Revenue Sharing Era