In closing, McClure (2008) reminds us that fundraising is about relationships and if built properly, can historically withstand recessions. Rather than taking a negative approach to the economy and the potential financial downturn of an athletic fund, athletic administrators should spend significant time on cultivating new donors and revisiting forgotten friends.
In hard economic times…
“Recessions sometimes help institutions make the case for why a donation is needed. “I think in hard economic times, generous people dig deeper,” says Marlene Shaver, chief financial officer of the UC San Diego Foundation. Their recent campaign started shortly before 9/11, but the board decided to carry on and not succumb to the negative environment.” (McClure, 2008, p. 53)
“ As intercollegiate athletic departments search for ways to relieve financial pressures brought on by a poor economy, escalating expenses (Fulks, 1994), and the projected costs associated with gender equity (Phillips, 1992), it behooves athletic fund raising professionals to develop a greater understanding of the relationship between athletic donor behavior and gender.” (Staurowsky, 1996, p. 402)
Brittingham, B.E., & Pezzullo, T.R. (1990). The campus green: Fund raising in higher education. (ASHE-ERIC Higher Education Report No. 1). Washington, DC: George Washington University, School of Education and Human Development.