Exceeding Expectations: How JF Smith Group Helped Elevate NIL at Auburn
By Brett Whiteside, Executive Director, On To Victory, The Auburn NIL Collective
When we set out to launch a fundraising campaign to expand NIL opportunities for Auburn University student-athletes, we knew it had to be bold, strategic, and built for long-term impact. With the guidance of the JF Smith Group—and the extraordinary generosity of our donors—we not only built a campaign with purpose, we exceeded our fundraising goal by more than 20%. What followed was a powerful example of how NIL and traditional advancement can work hand in hand to create transformational outcomes.
At On To Victory, our mission is to cultivate and expand NIL opportunities that allow Auburn student-athletes to thrive both on and off the field. That mission was propelled forward by the vision and leadership of our Board of Directors and campaign co-chairs, who launched the first multi-year pledge campaign for NIL in the country. Their willingness to lead from the front—with personal commitments and bold strategy—set the tone for the campaign. The JF Smith Group built upon that momentum, helping shape the structure, message, and process that allowed us to maximize the Board’s vision and donor enthusiasm.
JFSG brought clarity and structure to every step of the campaign. Their experience in athletics fundraising—and their ability to adapt that experience to the unique challenges of NIL—was invaluable. They helped us align stakeholders, craft compelling messaging, and build a campaign rooted in data and best practices. Their steady presence and hands-on support gave our team the confidence and guidance to execute at a high level.
What truly set JFSG apart was their ability to bridge the gap between traditional fundraising and this emerging NIL landscape. They helped us communicate why NIL matters—not just for competition, but for the holistic development of student-athletes—and they showed us how to engage donors with integrity, clarity, and purpose.
More than consultants, they became trusted partners. Their responsiveness, professionalism, and collaborative spirit elevated our efforts from start to finish. But above all, this campaign’s success belongs to the donors who believed in Auburn and stepped up with multi-year commitments that are changing lives.
To anyone considering a major fundraising initiative—whether focused on NIL or traditional priorities—I wholeheartedly recommend the JF Smith Group. Their expertise, vision, and executional excellence helped us exceed expectations and deliver lasting impact.
