Building a Donor-First Culture: Why Your Coaches Hold the Key

We're entering a new era in college athletics — one where capital fundraising has become essential not just for elite programs, but for every Division I team, from Power Four giants to the most under-resourced Olympic sports. At most institutions, donor contributions now represent the second- or third-largest revenue stream behind media rights/conference distribution and ticketing.

And yet, in too many programs, the connection between donors and the most influential figure in the program — the head coach — remains weak or nonexistent.

This needs to change.

Great Coaches Have Always Understood This

The most forward-thinking coaches have long understood that fundraising isn't just the job of the development office — it's part of the team's culture. These coaches have historically built powerful donor relationships by offering behind-the-scenes access and personal touchpoints: on-field passes, private breakfasts, pregame locker room tours, and more. They've made their donors feel like true insiders.

Today, programs that consistently raise the most capital are the ones best positioned to:

• Compete in the transfer portal
• Fund NIL initiatives
• Retain key players
• Take overseas trips
• Invest in top-tier facilities and equipment

The reality is: capital wins championships.

A Shift in Responsibility

As revenue share is anticipated to prioritize top sports like football and basketball, Olympic and non-revenue gen sports inevitably will be left to fend for themselves. That's not a knock on athletic departments — it's a reflection of financial reality. The solution? Programs must empower coaches and support staff to drive their own fundraising efforts with practical tools and clear strategies.

Media Obligations vs. Donor Obligations

Consider this: after a game, coaches are often contractually obligated to speak to the press. But what about donors?

The most donor-focused coaches pull out their phones before talking to the media and film a 30-second message for their top supporters. Why? Because that 5% of your donor base might be contributing 80–90% of your fundraising total — and they deserve more than a form email or a fundraising appeal.

They want to feel seen. They want exclusive access. And they want to know that their coach values the relationship.

Case Study: West Virginia Men's Basketball

When West Virginia hired Head Coach Ross Hodge following the NCAA tournament in the spring of 2025, the first thing they did wasn't the press introduction. It was a donor video. As they picked him up on a private jet, the Summit Society (their top donor group) asked him to film a quick video introducing himself — before the press conference and formal introduction the next day.

That short, raw video sent two powerful messages:

1. To Coach Hodge: donor relationships matter here.
2. To the Summit Society: you're part of the inner circle.

The reaction? Overwhelmingly positive — excitement, emotional buy-in, and instant connection.

Start Small. Stay Consistent.

Building a donor-first culture doesn't require big budgets or major overhauls. All it takes is:

• A consistent cadence (e.g., one video every 1–2 weeks)
• A clear message
• A team effort from operations, development, or creative staff

It's not just about fundraising — it's about building community. Coaches who communicate authentically build trust and emotional investment. And when it's time to make an ask, donors are already bought in.

Final Thought

The modern athletic department needs coaches who don't just coach — they lead. That leadership includes the fundraising process. Programs that embrace a donor-first culture now will thrive in the years ahead — with stronger communities, more sustainable funding, and greater success on and off the field.

This long-term approach is exemplified in our case studies, including how UTEP Football raised over $75,000 in one week and the broader insights from record-breaking fundraising years across multiple programs.