Recruiting & Fundraising

Delisio and Fleming (2005) stated in the article that recruiting and fund-raising are very similar jobs.  What one does in one area is what the other does.  The old coaching saying states “recruiting is like shaving.  If you don’t do it every day, it’s going to show.  The same could be said for fundraising.  If the director of athletics is not doing something about it every day, it will eventually show” (Delisio & Fleming, 2005, p. 50).  Fund-raising is a job that requires ongoing work.  The donor doesn’t just want to feel like you have taken their money, but appreciative in what they have done/given.  In recruiting, the individual must be sent clippings of team success, big wins, etc.  The same could be said for fund-raising, the donor should receive clippings on the impact of the donation on the department, school, athlete/student, etc. in order to make them feel good about his/her gift and contribution (Delisio & Fleming, 2005). 

Delisio and Fleming (2005) specifically stated that anyone who can recruit should be able to fund-raise.  An effective recruiter is an effective fund-raiser.  The involvement of the coaches is considered the one main component of the fund-raising process.  Although, some may not like to recruit, it is a required role they are expected to play in the solicitation process.  However, when looking deeper into both of the roles they have many similarities.  Some of the similarities include:

v  Pool of prospects

Recruiting – every student on the team is a potential prospect

Fund-raising – every individual is a potential donor

v  Qualifying the pool of prospects

Recruiting – looking for the student athlete that stands out athletically and academically

Fund-raising – relationship of the donor with the organization/company/school

v  Ability and fit

Recruiting – answers questions such as, does the recruit have the ability to play at this level?  Does he/she have the ability to fit into the system?

Fund-raising – answers questions such as, does the donor have the ability to make a gift?

v  Contact with the prospect

Recruiting & Fundraising – communication through mail.  The responders will be put at the top of the list to receive more information

v  Research on your prospect

Recruiting – all coaches subscribe to a recruiting service to evaluate the players

Fund-raising – specific sources (ex. A.D.) can locate qualified prospects

v  Personal contact with the prospect

Recruiting – contact by phone, attend games, and give invitations for campus visit

Fund-raising – contact by phone, visit, and give invitations to games and other events

v  Personal connections

Recruiting – use influential people engaged in the decision-making process

Fund-raising – use alumnus or classmates of the prospect

v  Personal visit to make the hit

Recruiting – make the scholarship offer and ask for verbal commitment

Fund-raising – request verbal commitment

v  Final stage

Recruiting & Fund-raising – obtain signature of prospect on the dotted line

v  Stewardship

Recruiting – send the individual clippings of team success, awards, etc.

Fund-raising – send the donor clippings on the impact of the donation

v  Continuous process

Recruiting – covers a set time period of about 4 – 5 years

Fund-raising – process is forever (Delisio & Fleming, 2005).

As one can see recruiting and fund-raising requires the same types of duties in order to be effective and successful.  I think one of the main similarities of the two is the pool of the prospects.  In both recruiting and fund-raising one must always remember that everyone is a potential prospect.  No one should be eliminated or overlooked because you never know what the outcome could be.  It takes a great deal of time to find the perfect student and donor, but when you find them you should never let them go.  If a recruiter or fundraiser exercises the steps listed in the similarities, then there is absolutely no reason to fail. 

References

Delisio, C., & Fleming, S.  (2005).  Recruiting & fund-raising: the two have more similarities than you think.  Coach and Athletic Director, 50-52.

Photograph of recruiting 1.  Retrieved from http://salesmomsnetwork.com/2010/11/direct-sales-recruiting-take-your-recruiting-online/

Photograph of recruiting 2.  Retrieved from http://blog.smashfly.com/2011/01/13/recruiting-crm-a-buyers-guide/