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NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN                  Development Plan            New Mexico State Universi...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN                                                        Table of Conten...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN                                    EXECUTIVE SUMMARYThe need for New M...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN  Objective 14: Identify on-campus, interdependent partners.  Objective...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN        HISTORY OF INTERCOLLEGIATE ATHLETICS FUNDRAISINGNew Mexico Stat...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANlead the overhaul of NMSU ICA development effort. Mr. Stickney created ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN            INTEGRATION WITH UNIVERSITY PLANNING EFFORTSThe effort to b...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN        “NMSU Athletics will develop the financial resources required t...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN   GOAL #1: BUILD AN EFFICIENT SUPPORT SYSTEM FOR NMSU ICA             ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 1: CONSOLIDATE ALL NMSU ICA FUNDRAISING EFFORTSUNDERNEATH ONE...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 2: CREATE A BUDGET FOR NMSU ICA DEVELOPMENT.One of the major ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANImplementation Schedule Initial creation of coding system took place i...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 3: BUILD A STAFF STRUCTURE THAT WILL MAXIMIZE NMSU ICAFUNDRAI...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 4: BUILD A FUNDRAISING BRAND THAT CREATES VALUE FORCONTRIBUTI...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 5: CREATE ACCESSIBLE PATHWAYS TO OUR FUNDRAISING STAFF.One of...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN    Donors frequent the FAC now that the AAC Office is located on the f...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 6: IMPROVE THE PROCESS FOR MONITORING CONTRIBUTIONS TONMSU IC...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 7: CREATE A STEWARDSHIP PROGRAM.A strong stewardship program ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANRV Parking ProgramMany football fans enjoy bringing their recreational ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 8: CREATE A VOLUNTEER STRUCTURE THAT COMPLIMENTS THEWORK OF O...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANWe classify our Aggie Core volunteers into the following three categori...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN                   GOAL #2: INCREASE GIVING TO NMSU ICAAsking people to...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 9: CREATE A UNIFYING MESSAGE THAT INSPIRES GIVING.Intercolleg...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 10: CREATE SOLICITATION STRATEGIES FOR INCREASING AGGIEATHLET...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANKey Date(s): Renewal should be mailed in July or August of 2012AAC Stu...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANYear               Total               $100-$249    $250-$499     $500-...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 11: IMPLEMENT AN EFFICIENT SPECIAL EVENTS SCHEDULE FORNMSU IC...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN   Social at department VIP’s home    Access to our coaches and admini...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 12: CREATE A PROGRAM THAT INCREASES NMSU ICA MAJOR GIFTS.NMSU...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANEndowmentsThe minimum amount of money to start an endowment at NMSU is ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Remainder interest in your home PledgesWe recognize that being flexi...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN GOAL #3: ENHANCE PARTNERSHIPS AND BUILDING RELATIONSHIPS              ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 13: CREATE A SUPPORT STRUCTURE FOR ENGAGING THECOMMUNITY.Stra...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 14: IDENTIFY ON-CAMPUS, INTERDEPENDENT PARTNERS.We must purpo...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 15: IDENTIFY OFF-CAMPUS, INTERDEPENDENT PARTNERS.We must purp...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN                           23 MONTH REVIEW OF ACTIVITYJanuary 15, 2010 ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN       Created collection of Men’s Basketball Seats and AAF seat donat...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN        Note: The parking benefit is the primary carrot that motivates ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN        APPENDIX : MEMBERSHIP LEVELS FY11-12                           ...
NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN          APPENDIX : COMMUNITY ENGAGEMENT SCHEDULE I.E.                ...
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Transcript of "Reorganization nmsuica development-dec11draft#1"

  1. 1. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Development Plan New Mexico State University Intercollegiate Athletics Wayne J. Stickney Page 1
  2. 2. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Table of ContentsExecutive Summary ...................................................................................................................................... 3History of Intercollegiate Athletics Fundraising ........................................................................................... 5Integration with University Planning Efforts ................................................................................................ 7Goal #1: Build an efficient support system for NMSU ICA fundraising...................................................... 9 Objective 1: Consolidate all NMSU ICA fundraising efforts underneath one umbrella. ....................... 10 Objective 2: Create a budget for NMSU ICA Development. ................................................................. 11 Objective 3: Build a staff structure that will maximize NMSU ICA fundraising goals. ........................ 13 Objective 4: Build a fundraising brand that creates value for contributing to NMSU ICA. .................. 14 Objective 5: Create accessible pathways to our fundraising staff. ......................................................... 15 Objective 6: Improve the process for monitoring contributions to NMSU ICA. ................................... 17 Objective 7: Create a Stewardship Program. .......................................................................................... 18 Objective 8: Create a volunteer structure that compliments the work of our paid staff. ........................ 20Goal #2: Increase Giving to NMSU ICA .................................................................................................... 22 Objective 9: Create a unifying message that inspires giving. ................................................................. 23 Objective 10: Create solicitation strategies for increasing Aggie Athletic Club memberships .............. 24 Objective 11: Implement an efficient special events Schedule for NMSU ICA .................................... 27 Objective 12: Create a program that increases NMSU ICA major gifts................................................. 29Goal #3: Enhance Partnerships and Building Relationships in Support of NMSU ICA ............................ 32 Objective 13: Create a support structure for engaging the community. ................................................. 33 Objective 14: Identify on-campus, interdependent partners. .................................................................. 34 Objective 15: Identify off-campus, interdependent partners. ................................................................. 3523 Month Review of Activity ..................................................................................................................... 36Appendix : Membership Levels FY11-12 .................................................................................................. 39Appendix : Community Engagement Schedule I.e. .................................................................................... 40 Page 2
  3. 3. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN EXECUTIVE SUMMARYThe need for New Mexico State University Intercollegiate Athletics to raise additional funds outside ofstate and institutional support is at an all-time high. The costs of operating a competitive, NCAA DivisionI Football Bowl Series athletic program keep increasing. The race to build better facilities and increasethe quality of the student-athlete experience is a major factor in recruiting both the best student-athletesand staff. Securing additional funds must come from private support in the form of donations, corporatepartnerships, and ticket sales. All three areas are challenged to become better operations and requirecomprehensive, strategic, interdependent plans; however this document will focus on the NMSU ICAfundraising plan as it relates to donors.“Transformational” describes the spirit of what we must do to create world class NMSU ICA fundraising.We must apologize initially that transforming our organization and processes will create anxiety andfrustration for some of our stakeholders; however, this is always the byproduct of any change. This planseeks to create a culture of giving that is good for our athletic program and increases the support for ourstudent-athletes, coaches, and administration.The purpose for NMSU ICA fundraising is to raise money and attract friends in support for NMSUIntercollegiate Athletics. Our goals and objectives include,Executive SummaryHistory of Intercollegiate Athletics FundraisingIntegration with University Planning EffortsGoal #1: Build Efficient Support Systems for NMSU ICA Fundraising Objective 1: Consolidate all NMSU ICA fundraising efforts underneath one umbrella. Objective 2: Create a budget for NMSU ICA Development. Objective 3: Build a staff structure that will maximize NMSU ICA fundraising goals. Objective 4: Build a fundraising brand that creates value for contributing to NMSU ICA. Objective 5: Create accessible fundraising staff. Objective 6: Improve the process for monitoring contributions to NMSU ICA. Objective 7: Create a Stewardship Program. Objective 8: Create a volunteer structure that compliments the work of our paid staff.Goal #2: Increase Giving to NMSU ICA Objective 9: Create a unifying message that inspires giving. Objective 10: Create solicitation strategies for increasing Aggie Athletic Club memberships Objective 11: Implement an efficient special events Schedule for NMSU ICA Objective 12: Create a program that increases NMSU ICA major gifts.Goal #3: Enhance Partnerships and Building Relationships in Support of NMSU ICA Objective 13: Create a support structure for engaging the community. Page 3
  4. 4. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Objective 14: Identify on-campus, interdependent partners. Objective 15: Identify off-campus, interdependent partners.This document will provide a review of where NMSU Intercollegiate has been in the world offundraising. Then we will expand on our objectives focused on accomplishing our goals. The last sectionwill provide a detail listing of what has been accomplished by the NMSU ICA fundraising staff in the last21 months. Page 4
  5. 5. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN HISTORY OF INTERCOLLEGIATE ATHLETICS FUNDRAISINGNew Mexico State University Intercollegiate Athletics fundraising has existed for decades. Volunteersoriginally banded together to raise money to support student-athletes. The first structured approachoccurred with the creation of the Aggie Booster Club. The activity of the Aggie Booster Club volunteersincluded solicitation of more than just donations, including tickets sales and sponsorships. Volunteersactually hand delivered season tickets to donors, which created a personal touch point for the department.The presidents of this club included Casper Lutz, Bobby Mayfield, Gene Peugh, and Howard Klein. JoeBiedron (1985-1987), eventual Athletic Director at Eastern University, was the first Executive Director,hired in 1985. The Aggie Booster Club office and accounts were housed off-campus and the ExecutiveDirector reported 100% to the Aggie Booster Club board.In 1985, the Aggie Booster Club was incorporated as Aggie Sports Association, Inc and the office wasmoved on campus. Larry Ramirez, a local lawyer, completed the necessary paperwork. The finances werestill administered off campus. The first president of the Aggie Sports Association was Howard Klein,who, between Aggie Booster Club and Aggie Sports Association, served as a key NMSU ICA fundraisingleader for about 25 years. Mickey Clute was elected president of ASA (1989 or 1990). Scott Shake (1987-1989) was the first NMSU employee to serve as the Executive Director/Assistant Athletic Director andreported to the board and the Athletic Director. The need to create “institutional control” (The existenceof policies and procedures that are in place for an institution to comply with NCAA rules and if thosesteps are monitored and enforced by designated individuals at the time of violation) caused donations tobe deposited with the university in 1990. Aggie Sports Network formed under the Aggie Sports Umbrellaas well.In 1995, the Aggie Sports Association was renamed Aggie Scholarship Association to increase the appealof membership based on directly supporting student-athlete scholarships. Presidents included MickeyClute, Lou Sisbarro, John Papen, Chuck Faubion, Leonard Nelson, Everett Crawford, Ulysses McElyea,Jr., Roland Sardaczuk, Ed Mitchell, Al Porter, Bill Lutz, Joe Bullock, Kevin Gall, and Mike Lutz. TomKellner served as the key administrator from 1989 to 2002, Bryan Landry 2003-2005, and Brian Faison2005-2007.Dr. McKinley Boston’s arrival caused another change in name and direction. The club was re-branded asthe Aggie Athletic Fund and focused on generating unrestricted dollars for discretionary use by theNMSU ICA administration. Rick Nezzer was the president during this transition and, due to complicatedhuman resource issues and unclear direction and purpose, the next few years saw the organization losemomentum. The Aggie Athletic Fund was moved under the umbrella of the Alumni Relations Office in2007. Deb Widger, Associate Vice President for University Relations and Alumni Executive Director,was charged with reforming the Winners Circle and Men’s Basketball Hospitality Experience.The next transition was born from the commission of a committee focused on NMSU ICA specialprojects. This committees’ mandate was to invigorate a club for former student-athletes and improve theambiance of the NMSU ICA Hall of Fame. However, the members’ focus led to long conversations withDr. McKinley Boston and Nick Franklin, Vice President for University Advancement, about the need fora fulltime fundraiser for NMSU Intercollegiate Athletics.The NMSU Foundation, Inc. and NMSU Intercollegiate Athletics entered into a partnership where theposition of Associate Athletic Director for Development was created and Wayne Stickney was hired to Page 5
  6. 6. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANlead the overhaul of NMSU ICA development effort. Mr. Stickney created an initial fundraising plantargeting some key infrastructure changes. However, the first twenty-three months were spent primarilymending relationships and building trust. Upon arrival, lingering issues with the lack of transparency wereevident.A short assessment of the NMSU ICA development structure presented the following challenges: The Aggie Athletic Fund raised unrestricted dollars The AAF Board of Advisors existed, but lacked purpose and direction. This group consisted of ten members who met monthly. The relationship with the executive committee needed nurturing. Sport teams operated under the expectation of needing to generate 10% of their budgets. The home of NMSU ICA fundraising was housed in the Alumni and Visitors Center creating both a figurative and physical separation from the department. Moves management was non-existent. There was no major giving program.With this understanding of the history and where we are today with NMSU Intercollegiate Athleticfundraising, this document identifies the Aggie Athletic Club (AAC) that will support our journey to livethe mission of raising money and attracting friends in support of NMSU Intercollegiate Athletics. Page 6
  7. 7. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN INTEGRATION WITH UNIVERSITY PLANNING EFFORTSThe effort to build a highly functional fundraising plan for NMSU Intercollegiate Athletics (ICA) must beintegrated with campus leadership. This includes missions, strategic plans, and goals that are set at higherlevels in the university.The purpose of our campus is found in the New Mexico State University mission, New Mexico State University is the state’s land-grant university, serving the educational needs of New Mexico’s diverse population through comprehensive programs of education, research, extension education, and public service.This fundraising plan is inspired by the university mission. Our fundraising efforts will target supportersfrom all walks of life in the effort to support the education of student-athletes and improve ourdepartment’s ability to serve the community.In concert with the university’s mission are the Goals for Success set forth by President Barbara Couture.These goals are focused on improving the university through collaborative partnerships with allstakeholders. Two of these goals inspire this fundraising plan. The first is, Alumni and Friends – substantially increase the university endowment and alumni giving.This goal is about increasing the number of donated dollars and quantity of donors to the university. Thisplan seeks to create a series of solicitations and build an infrastructure that compliments this goal byincreasing dollars and attracting many more friends in support of NMSU ICA and the university.The second goal is, Culture of Pride – build a culture of pride in partnership and achievement in our classrooms, studios, and laboratories and on our campuses, courts, and fields.NMSU Intercollegiate Athletics serves as the front porch of the university, attracting the world to peerinto the rest of our home to discover the excellent academic programs that produce world leadingachievements. Our stakeholders’ affinity for our student-athletes, coaches, and programs create undyingloyalty and pride in not only our athletic endeavors, but bond fans together in support of the university asa whole. Our fundraising staff is on the front line with stakeholders who influence the pervasiveness ofpride in our community. This plan seeks to enhance partnerships and build relationships that increasesupport and pride for NMSU ICA and the university.We continue peeling the layers of our onion …The Department of Intercollegiate Athletics has operated under a strategic plan, called the Journey toExcellence, for the last six years. The Journey to Excellence has three goals that also inspire this plan.The first is Goal #7, Page 7
  8. 8. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN “NMSU Athletics will develop the financial resources required to operate a premier athletic program.”Again, this plan seeks to increase giving from all stakeholders to NMSU ICA through a series ofsolicitations and a complimenting infrastructure.The second is Goal #3, “NMSU will engage the New Mexico community in helping achieve our vision.”Engagement is the key to creating raving fans of our athletic teams and the university. This plan seeks toposition our most valuable resources, student-athletes, coaches and administrators, in the communities ofNew Mexico.The third is Goal #8, “NMSU will maintain operations and attitudes that support and promote superior customer service.”Customer service is at the heart of fundraising. An undying commitment to providing excellent customerservice will lead to increased funds for NMSU ICA and the university.The university mission, Goals for Success, and Journey to Excellence provide the vision for this plan andinspire the mission of the fundraising efforts. The NMSU ICA Development Office, referred to as theAggie Athletic Club (AAC) throughout this plan, will operate from a mission of raising money andattracting friends in support of New Mexico State University Intercollegiate Athletics. Page 8
  9. 9. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN GOAL #1: BUILD AN EFFICIENT SUPPORT SYSTEM FOR NMSU ICA FUNDRAISINGThe ultimate purpose of fundraising is placing donors on a giving continuum and strategically movingthose donors to higher levels of support. An enhanced and strategic infrastructure will allow us to bettermove our donors to increased levels of giving. This section identifies the following objectives as ways tobuild an efficient support system for NMSU ICA fundraising:Objective 1: Consolidate all NMSU ICA fundraising efforts underneath one umbrella.Objective 2: Create a budget for NMSU ICA Development.Objective 3: Build a staff structure that will maximize NMSU ICA fundraising goals.Objective 4: Build a fundraising brand that creates value for contributing to NMSU ICA.Objective 5: Create accessible pathways to our fundraising staff.Objective 6: Improve the process for monitoring contributions to NMSU ICA.Objective 7: Create a Stewardship Program.Objective 8: Create a volunteer structure that compliments the work of our paid staff. Page 9
  10. 10. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 1: CONSOLIDATE ALL NMSU ICA FUNDRAISING EFFORTSUNDERNEATH ONE UMBRELLA.We must consolidate all fundraising efforts underneath the umbrella of the Aggie Athletic Club. Insteadof each team managing a separate set of solicitations and stewardship programs, the umbrella structurewould create one booster organization that facilitates strategic solicitations throughout the year andfulfills benefits and access based on total giving. Donors determine where their dollars go (I.e. Men’sBasketball, scholarship, Equestrian, etc.) and are properly acknowledged.Establishing the Aggie Athletic Club as the umbrella organization requires that the following sport-specific clubs cease to exist:  Diamond Club  Side Out Club  Sixth Man Club  Aggie Golf 100 Club  Fastbreak Club  Aggie Women’s Golf Club  Gold Medal Club  Finish Line Club  Blue Ribbon Club  Grand Slam Club  Goal Line Club  Net Results Club  Football Success  Corner Kick Club FundThe newly structured Aggie Athletic Club would focus on soliciting donations for the following NMSUICA units: 1. Scholarships 11. Softball 2. Baseball 12. Women’s Swimming and Diving 3. Men’s Basketball 13. Men’s Tennis 4. Women’s Basketball 14. Women’s Tennis 5. Cross Country 15. Women’s Track and Field 6. Equestrian 16. Women’s Volleyball 7. Football 17. Cheerleading 8. Men’s Golf 18. Pride of New Mexico/Roadrunner Review (Band)* 9. Women’s Golf 19. Sun Dancers (Dance Team)* 10. Women’s Soccer * These two units are housed under the Music Department, but are an integral part of the NMSU ICA family. This plan proposes treating them like a sport team in relation to fundraising.An account bearing the name for each unit above would be maintained in the NMSU Foundation, Inc.Donors would have these options when choosing to join the Aggie Athletic Club. They would have theoption of determining which unit(s) to support.Implementation Schedule Announce change in fundraising structure on January 1, 2012 to be implemented for the 2012-2013 fiscal year. Page 10
  11. 11. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 2: CREATE A BUDGET FOR NMSU ICA DEVELOPMENT.One of the major dysfunctions of NMSU Intercollegiate Athletics fundraising is the lack of an adequatebudgeting process. The record keeping has been unable to help predict expenses and revenues and we findourselves operating from a place of guessing to compose our budget. Added to this has been the unclearownership for who is responsible for contributing funds to the NMSU ICA fundraising effort.This past summer, the NMSU ICA Development staff, in concert with Tina Byford at the NMSUFoundation, Inc., pursued the creation of an NMSU ICA Development accounting structure in theFinancial Edge software application. A series of codes were created to accurately track revenues andexpenses. The coding system was a major accomplishment because this is the first time a tracking systemhad been developed to account for expenses and revenues. This coding system will allow us to capture thefinancial history of our fundraising system.We have made the necessary strides to build the accounting infrastructure; however, we must alsoestablish a shared philosophy in what it will take to develop the funds we want to see accruing to ourprogram. An example that demonstrates why we must develop a shared philosophy is seen in thedetermination that NMSU ICA Development/Aggie Athletic Club will deliver $500,000 net at the end ofthe fiscal year 2011-2012. This target was set without input from the NMSU ICA Development staff andrepresents a 40% increase in the net provided to NMSU ICA from the previous year.Developing this shared philosophy might take into account that raising $1 typically requires 25%investments to recruit that dollar (Association of Fundraising Professionals). It might also take intoaccount that significant investment in infrastructure today may keep the deliverable net low initially, butwill lead to increased fundraising in two to three years and beyond. We have developed a budget for fiscalyear 2011-2012 that includes a lean toward both these statements, but it is not realistic considering therestriction of having to produce $500,000 after expenses. Unfortunately, we are in a waiting game thatrequires a few years of strategic investment in our infrastructure and proper record keeping to identifygiving patterns.The following are the areas of our budget: AAC Operations AAC Fulfillment AAC Fundraising Athletics Director’s Cabinet Fulton Athletics Center Suites Winners Circle AAC Aggies in Paradise AAC Membership Celebration AAC Lujan Dinner AAC Aggie shootout Golf Scramble AAC Great Aggie Shootout Trap ShootoutThis expense-sharing model would require the creation of a disclosure statement reflecting, “20% of every donated dollar to NMSU Intercollegiate Athletic areas will be utilized by the Aggie Athletic Club for recruitment and stewardship of donors.” Page 11
  12. 12. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANImplementation Schedule Initial creation of coding system took place in June 2011 Expense sharing model should be implemented July 1, 2012 Page 12
  13. 13. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 3: BUILD A STAFF STRUCTURE THAT WILL MAXIMIZE NMSU ICAFUNDRAISING GOALS.Collegiate Consulting created “NAADD Membership Research: Best Practices and Peer ComparisonAnalysis.” This analysis discovered that the average NCAA Division I – Football Bowl SeriesIntercollegiate Athletic program employs 8.74 full-time fundraising-related employees and the averageNCAA Division I – Football Championship Series Intercollegiate Athletic program employs 11.03fundraising-related employees. We need to build a staffing infrastructure that can adequately raise fundsfor NMSU ICA. This plan recommends increasing the number of staff incrementally over the next fewyears. The following table reflects the desired progression:Ideal Fiscal Year11-12 Fiscal Year12-13 Fiscal Year13-14 Associate A.D. for  Associate A.D. for  Associate A.D. for  Associate A.D. for Development Development Development Development Assistant A.D. for  Coordinator for  Director for Annual Giving  Assistant A.D. for Major Gifts Donor Services and  Coordinator for Donor Major Gifts Director for Annual Special Events Services and Special  Director for Annual Giving  Coordinator for Events Giving Coordinator for Development*  Funds Receivable  Coordinator for Donor Services and Specialist Donor Services and Special Events Special Events Coordinator for  Coordinator for Development Development Funds Receivable  Funds Receivable Specialist Specialist Paid Intern  Student Assistant  Paid Intern  Paid Intern Paid Intern  Paid Intern  Paid Intern Student Assistant  Student Assistant  Student Assistant Student Assistant  Student Assistant*The Coordinator for Development is currently a contract position that has no benefits. This position will need to be established a s full-time position with benefits in future years.Implementation Schedule The receptionist position should be hired as-soon-as-possible The positions above should be created an hired by the first day of the respective fiscal years Page 13
  14. 14. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 4: BUILD A FUNDRAISING BRAND THAT CREATES VALUE FORCONTRIBUTING TO NMSU ICA.The NMSU Foundation, Inc. commissioned the Communications Committee to assess and create anintentional and interdependent look and feel for all related entities of the NMSU Foundation, Inc. Thecharge also includes connecting this look and feel to that of the university and, in relation to NMSU ICADevelopment/Aggie Athletic Club, to Intercollegiate Athletics. We cannot pause our branding effortswhile this endeavor moves forward. So, the following are development-related brandingrecommendations:NameAggie Athletic Club is the name of the NMSU Intercollegiate Athletics booster club.Electronic MailSignature lines are prime real estate for disseminating a common brand for our department. The followingis an example of how each of the NMSU Intercollegiate Athletics employees’ signature lines shouldappear in their electronic mail: Go Aggies! Wayne J. Stickney Associate Athletic Director, Development New Mexico State Intercollegiate Athletics Office: (575) 646-5151 Cell: (575) 932-9419 stickney@nmsu.edu Support your Aggies by purchasing Season Tickets and becoming a member fo the Aggie Athletic ClubThe rationale for creating a common brand in every employees’ signature line is that we communicate thesame information to our stakeholders. We enhance our focus on providing customer service by putting aface to a name with our pictures. We also push people to support us through two means, ticket purchasesand joining our booster club.Implementation Schedule This name was changed in 2010 The electronic signature should be instituted at the next NMSU ICA all staff meeting Page 14
  15. 15. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 5: CREATE ACCESSIBLE PATHWAYS TO OUR FUNDRAISING STAFF.One of our long-time supporters, Lynda Taylor, summed up a frustration many have had in relation toNMSU ICA, “When I call, no one answers or gets back to me.” There are three entities that draw the mostvisitors to our department, NMSU ICA Development, Ticket Office, and Sports Enterprises. We mustconsider a strategic arrangement of the access to our programs both in terms of physical space and ourmedia.Fulton Athletics CenterThis building has thousands of visitors each year. All campus stakeholders visit this area for business withthe following entities:  NMSU ICA Senior Leadership Team  Sodexo  NMSU ICA A.D.s Suite  NMSU ICA Development Office  NMSU ICA Aggie Athletic Club  NMSU ICA Marketing and Promotions  NMSU ICA Business and Finance  NMSU ICA Academic Advising Services  NMSU ICA Training  NMSU ICA Cheer ProgramWhat people see when they first visit us is important. The Fulton Athletics Center entrance is a firstimpressions point for many people and we should create a more intentional look. An initialrecommendation is to create a clear presentation of building occupants. The suite where the AthleticDirector resides should be branded as the “NMSU Intercollegiate Athletics Leadership Offices.”NMSU Intercollegiate Athletics should hire a receptionist. There are two areas frequented by NMSU ICAstakeholders, which include the Ticket Office and the Fulton Athletics Center. The Ticket Office has aregularly scheduled staff and uniform, consistent presentation to the public. The Fulton Athletics Centerlacks a consistent, uniform look when a stakeholder visits. This recommendation would initially positionthe receptionist in the NMSU ICA Leadership Office Reception Area. The person would beknowledgeable of all activities of NMSU ICA and the Danny Villanueva Victory Club and direct visitorsaccording to their business. This person would also assist in fulfilling AAC benefits. Also, this personwould serve as the NMSU ICA Hotline operator during regular business hours.The following are the tasks this position would fulfill: Direct FAC traffic. The department is in dire needs of one person who can direct traffic. This position would be located at the entrance of the Fulton Athletics Center to greet and direct all traffic to that building. This purpose is necessary for improving the service we provide all customers that frequent this space. Operate NMSU ICA Hotline during business hours This task requires the creation of a Hotline. The recommendation is that the (575) 646-GAME serve as the hotline. Serve as a donor generalist Page 15
  16. 16. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Donors frequent the FAC now that the AAC Office is located on the first floor. This position would be responsible for presenting a great reception and fulfilling benefits in the absence of other AAC staff. Direct traffic to the Danny Villanuva Victory Club This position would be in constant contact with Sodexo to ensure that customers and service providers (I.e. Premier Distributing) gain appropriate access to the space.Office SpaceAn office is a place to do business. The offices of our NMSU ICA Development staff need to be designedfor various processes (I.e. data entry, ) and have to be made presentable for visiting stakeholders. Donorsfrequent our spaces.InternetOur website is where people visit us on the Internet. Even though is a part of our brand, it is a locationthat we must make inviting. We need to make it a fun and easy place on which to have a relationship withus. There are two websites sponsored by the NMSU Intercollegiate Athletic program.www.nmstatesports.com is the department’s website and there is potential to roll the development effortsinto this site, but it needs an overhaul. In the meantime, www.aggieathleticclub.com is our officialdevelopment centered home on the Internet. The site provides the following information and services: Organize information, including mission, goals, leadership information, etc. Secure, online donations to various NMSU ICA areas Volunteer information and signup form Special event information and ability to purchase tickets to events Recognition of donorsImplementation Schedule Page 16
  17. 17. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 6: IMPROVE THE PROCESS FOR MONITORING CONTRIBUTIONS TONMSU ICA.NMSU ICA needs one central point of receiving for all funds contributed to scholarships and sport teams.This must begin with the Intercollegiate Athletics development staff to ensure timely acknowledgementand recognition of ICA donors. In order for this to take place, we would like to create a position that issolely focused on improving and implementing a monitoring process for contributions to NMSU ICA.This person would be housed in the NMSU ICA Development Office and report to the Associate AthleticDirector for Development. The following includes some of the responsibilities for this position:1. All funds contributed to NMSU ICA areas must be delivered to the NMSU ICA Development Office a. Deposited within 48 hours of receipt of money b. Acknowledgement sent within 5 days of receipt of money i. $1,000+ A.D.s Thank You ii. $1 - $1,000 Associate A.D.2. Pledge process3. Invoicing for donations and special events4. Reports and queries in razor’s edgeCreating this position will ensure synergy is created between the NMSU Foundation, Inc., NMSUIntercollegiate Athletics, and the NMSU Ticket Office.Implementation Schedule Page 17
  18. 18. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 7: CREATE A STEWARDSHIP PROGRAM.A strong stewardship program is possible through the effective organization of benefits and access.Intercollegiate Athletics is fortunate because people want what we have. They want access to our student-athletes, coaches, and administration. Access and benefits are transactional tools for generating increasedsupport to NMSU Intercollegiate Athletics.Trip to an Away Football GameTraveling with the NMSU Football team is an amazing experience for contributors. They get to travel onthe same plane as the team and experience the atmosphere of NM STATE football at its best. Theseexperiences should be reserved for the best donors and prospects to NMSU ICA. Away Football Game Ohio University UTEP Auburn Idaho (or UTSA or Texas State) BYU Idaho (or UTSA or Texas State)Away Game TicketsParkingParking is a highly desired benefit that motivates varying levels of giving to NMSU IntercollegiateAthletics. The parking pass program is administered by the Aggie Athletic Club and includes access toparking during Football and Men’s Basketball games, which include:Parking AAC Name for # of Sport(s) Access Groups Access GroupsLot Lot Spaces FY10-11 FY11-1229 North Lot 306 Men’s Basketball AAC = $100+ AAC = $100+30 Family Parking 1,818 Men’s Basketball Lot and Football32 C 75 Men’s Basketball AAC = $1,000+ AAC = $1,000+33 A 600 Men’s Basketball AAC = $100+ AAC = $100+ and Football38 B 464 Men’s Basketball AAC = $100+ AAC = $100+ and Football39 Softball Parking 333 Football GLC = $240 AAC = $100+ Lot87 & 88 FAC 471 Football AAC = $5,000+ AAC = $5,000+ WC = $350 Suites = $ Suites = $ SE = $ SE = $ A.Ds Guests = $ A.Ds Guests = $ Page 18
  19. 19. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANRV Parking ProgramMany football fans enjoy bringing their recreational vehicles to games.Hospitality ExperiencesThese experiences are attractive to many because there is usually free food and/or drink. In some cases,there is access to the consumption of alcohol when there is not a possibility to do so in the general area ofa game. The purposes of hospitality experiences are to bring the who’s, who together in one room.There are five hospitality experiences.1. Danny Villanueva Victory Club Winners Circle2. Danny Villanueva Victory Club Suites3. A.D.s Patio Party4. Men’s Basketball Hospitality Suite5. Men’s Basketball Platinum RowLeadership Group MembershipTax DeductionPriority Points SystemAAC membership levels must include benefits and access that serve in the moves management process. Atentative layout of membership levels and respective benefits and access is provided in Appendix :Membership Levels.Implementation Schedule Page 19
  20. 20. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 8: CREATE A VOLUNTEER STRUCTURE THAT COMPLIMENTS THEWORK OF OUR PAID STAFF.Volunteers are the lifeblood of any intercollegiate athletic fundraising program. Volunteer management isone of the more challenging endeavors because these are people who typically have multiple interests andin many cases, full-time jobs that limit their ability to contribute their time and energy. We must allocatetime and resources to managing volunteers in a way that recognizes and rewards their commitment to ourprogram. However, before we get to the point of recognizing and rewarding, it is important to have aninfrastructure. We will focus on building the following five volunteers programs:A.D.s Cabinet Serve as advocates for NMSU Intercollegiate Athletics Maintain annual membership in the Aggie Athletic Club/A-Club at a minimum $10,000 membership level Create opportunities to expand the major giving prospects Advise the NMSU Intercollegiate Athletics leadershipThe Aggie Athletic Club will have a Board of Advisors Serve as advocates for NMSU Intercollegiate Athletics Maintain annual membership in the Aggie Athletic Club/A-Club at a minimum $1,000 membership level Recruit and renew prospects to join Aggie Athletic Club/A-Club Advise the NMSU Intercollegiate Athletics leadershipAggie CoreIn the truest sense, Aggie Core is the category of volunteers who compliment the work of our paid staff.The impact of Aggie Core is an improved quality of the student-athlete experience and a deeperconnection with a group of people who want to make a difference. The Aggie Core volunteers helpcompliment our efforts in the following areas: Academics Administrative Tasks  One-on-one tutoring  Assist with preparation for mass mailings  Group tutoring  Answer office phones  Read textbooks onto audiotape  Greet and assist office guests  Mentoring  Prepare documents for meetings  Maintain office calendars Archives  Identify and categorize photographs Hospitality  Research historical information  Donate food relating to the department, office, or  Coffee/tea station maintenance sport teams  Event invitation phone calls  Event RSVP follow up calls Technical Tasks  Event setup  Data entry  Event registration  Website content update  Event teardown Page 20
  21. 21. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANWe classify our Aggie Core volunteers into the following three categories:Continuing VolunteersSome people have a passion for helping our student-athletes and are able to make a strong timecommitment. These volunteers have set schedules and are usually assigned higher level tasks and projectsbecause they are able to complete them from start to finish. An example of one our continuing volunteersis Cathy Steele. Cathy was first introduced to us as the wife of one of our AAC Board of Advisors whereshe expressed an interest to help. Cathy offered a skill set that allowed us to place her in a role that notonly helped us at our front desk, but also in a the role of creating office processes such as the efficientorganization of files. Cathy spends eight hours each week in our office and occasionally helps us withspecial events. As a continuing volunteer, Cathy makes it possible for us to go that extra mile whennormally we would fall short of a goal.Ad Hoc VolunteersSome people want to contribute to helping our program; however, their time may be limited. We arefocused on creating niche volunteer opportunities that capitalize on peoples’ passion and skills. Oneexample of this involves the Dona Ana Camera Club. The challenge we face with several of our specialevents is there is very little focus on capturing these events by way of photography because we areunderstaffed and the event budgets typically do not provide for paying a photographer. FeliciaMcCracken created a volunteer structure around recruiting individuals to commit to covering three eventseach year. She presented this opportunity to the Dona Ana Camera Club and we received much interest.George Matthews, a member, actually covered the Women’s 101 football clinic held in June.InternshipsWe must create an internship program that utilizes student desire to pursue the intercollegiate athleticprofession as a career to enhance our efforts.I.e. Abby BriggsImplementation Schedule Page 21
  22. 22. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN GOAL #2: INCREASE GIVING TO NMSU ICAAsking people to give is the second goal and must take place in concert with building the fundraisingsupport system. We need to implement the cycle of identification, cultivation, solicitation, stewardship,and mending and increase the number of donors to our programs. This section identifies the followingobjectives as ways to increase giving to NMSU ICA:Objective 9: Create a unifying message that inspires giving.Objective 10: Create solicitation strategies for increasing Aggie Athletic Club membershipsObjective 11: Implement an efficient special events Schedule for NMSU ICAObjective 12: Create a program that increases NMSU ICA major gifts. Page 22
  23. 23. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 9: CREATE A UNIFYING MESSAGE THAT INSPIRES GIVING.Intercollegiate Athletics is about positioning our student-athletes to inspire Aggie Nation. NMSU ICA has400+ student-athletes, 85 full-time staff, countless volunteers, and many other people who want theJourney to Excellence achieved. Imagine if all these people carried the same message. Imagine if thismessage included both what the department is about and how a person could get involved to make adifference. This message is summed up as the following, NMSU Intercollegiate Athletics is about becoming one of the premier mid-major athletic programs in the country through a commitment to broad based excellence. Our friends can help us by purchasing season tickets and becoming a member of the Aggie Athletic Club.Stakeholders are more likely to be inspired to support NMSU ICA units if they receive a consistentmessage from every employee in the department. This is the message that should be weaved into alldiscourse and other media.Implementation Schedule Page 23
  24. 24. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 10: CREATE SOLICITATION STRATEGIES FOR INCREASING AGGIEATHLETIC CLUB MEMBERSHIPSThe primary strategy for increasing annual support for NMSU Intercollegiate Athletics is increasing thenumber of Aggie Athletic Club memberships. This requires a series of solicitations that take placethroughout the year with the intent of identifying, cultivating, soliciting, and stewarding members for theAggie Athletic Club. The following section presents these series of solicitations based on recruiting andrenewing members for the July 1, 2012 through June 30, 2013 (FY12-13) fiscal year:Football Season Ticket Renewal, including AAC Membership PushThe football season ticket renewal mailing presents the first opportunity to solicit AAC members forFY12-13. This mailing must include a focus on pushing membership in the Aggie Athletic Club byconnecting membership to receiving a parking pass for the season. This requires the membership benefitsand access be determined for the fiscal year 2012-2013 before the mailing is disseminated.Key Date(s): Renewal mailed Thursday, March 1, 2012AAC Annual Membership Drive –The AAC Annual Membership Drive is a volunteer-driven campaign to recruit and renew members forFY12-13. The membership drive kicks off with a mailing to the following entities: AAC members from FY10-11 (renew) AAC members from previous giving years, but not members in FY10-11 (recruit) All former NMSU NCAA student-athletes (renew and/or recruit) All past donors to specific sports (recruit during first year)AAC Board of Advisor members and additional volunteers focus on engaging and soliciting the aboveprospects. This is a six week campaign has a competitive spirit where volunteers compete in teams andreceive prizes based on attaining certain milestones.Key Date(s): Kick-Off on Monday, May 7, 2012 Complete by Monday, June 18, 2012Joint NMSU Alumni and Aggie Athletic Club MembershipA joint membership between the NMSU Alumni Association and Aggie Athletic Club has existed for afew years. This arrangement must be studied to determine how it may better be enhanced for bothpartners.Men’s Basketball Season Ticket RenewalThe men’s basketball season ticket renewal mailing presents a fourth opportunity to solicit AAC membersfor FY12-13. Twelve Pan American Center men’s basketball seating sections (107,108, 109, 110, 111,121, 122, 123, 124, 125, MF1, and MF2) are considered Aggie Athletic Club seating areas. Every seat inthese sections requires seat purchasers to be a member of the Aggie Athletic Club at a certain level. Thereare 3,382 total seats where, if 100% of every required AAC donation is collected, the potential revenue is$656,300 in memberships. Page 24
  25. 25. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANKey Date(s): Renewal should be mailed in July or August of 2012AAC Student-Athlete Phone-a-ThonsThe student-athlete phone-a-thon places each sport team in a calling room over a two-night period wherestudent-athletes are fed dinner and participate in calling three groups of people, which include: Individuals who have already given to their team for the year. Student-athletes engage and thank these individuals for their support. Ten people from their social network. An electronic form is distributed by the coaching staff where each student-athlete provides contact information for ten people from their social network. The student-athletes engage and solicit their contacts to join Aggie Athletic Club. Former student-athletes. Student-athletes engage and solicit former student-athletes from their sport to join Aggie Athletic Club.The benefits of the student-athlete phone-a-thon include that student-athletes develop an appreciation forgiving back to their alma mater and that allow NMSU ICA to connect with more stakeholders. Theconnection a student-athlete may develop with a former student-athlete will be more impactful than theconnection a staff member could develop. Additionally, the student-athlete phone-a-thon increase AggieAthletic Club memberships by connecting with student-athletes’ social networks. This is a group ofpeople NMSU ICA has traditionally neglected.Key Date(s): Student-athlete phone-a-thons should take place August 2012 through November 2012AAC End-of-Year SolicitationThe AAC End-of-Year Solicitation reminds prospects and donors to make their contributions beforeDecember 31 to ensure their donation is counted in the current tax year. This solicitation should target: Current FY12-13 AAC members (increase) AAC members from FY11-12 (renewal) AAC members from previous giving years, but not members in FY11-12 (recruit) All former NMSU NCAA student-athletes (recruit and/or renew) All past donors to specific sports teams (recruit during first year)Key Date(s): Wednesday, November 28, 2012 … mail letters/emailsThe following table reflects approximate numbers of AAC members since fiscal year 2010-11, delineatedby membership level: Page 25
  26. 26. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANYear Total $100-$249 $250-$499 $500-$999 $1,000-$2,499 $2,500-$4,999 $5,000-$9,999 $10,000+FY10-11 405 226 54 64 45 10 6 0 56% 13% 16% 11% 2% 1%Scenario (20% ) 486 271.2 64.8 76.8 54 12 7.2 0 Low $ 201,720.00 $ 27,120.00 $ 16,200.00 $ 38,400.00 $ 54,000.00 $ 30,000.00 $ 36,000.00 $ - High $ 443,514.00 $ 67,528.80 $ 32,335.20 $ 76,723.20 $ 134,946.00 $ 59,988.00 $ 71,992.80 $ -Scenario (40% ) 567 316.4 75.6 89.6 63 14 8.4 0 Low $ 235,340.00 $ 31,640.00 $ 18,900.00 $ 44,800.00 $ 63,000.00 $ 35,000.00 $ 42,000.00 $ - High $ 517,433.00 $ 78,783.60 $ 37,724.40 $ 89,510.40 $ 157,437.00 $ 69,986.00 $ 83,991.60 $ -Scenario (80% ) 729 406.8 97.2 115.2 81 18 10.8 0 Low $ 302,580.00 $ 40,680.00 $ 24,300.00 $ 57,600.00 $ 81,000.00 $ 45,000.00 $ 54,000.00 $ - High $ 665,271.00 $ 101,293.20 $ 48,502.80 $ 115,084.80 $ 202,419.00 $ 89,982.00 $ 107,989.20 $ -Scenario (100% ) 810 452 108 128 90 20 12 0 Low $ 336,200.00 $ 45,200.00 $ 27,000.00 $ 64,000.00 $ 90,000.00 $ 50,000.00 $ 60,000.00 $ - High $ 739,190.00 $ 112,548.00 $ 53,892.00 $ 127,872.00 $ 224,910.00 $ 99,980.00 $ 119,988.00 $ -Scenario (1,000) 1000 600 400 200 100 75 25 Low $ 672,500.00 $ 60,000.00 $ 100,000.00 $ 100,000.00 $ 100,000.00 $ 187,500.00 $ 125,000.00 $ - High $ 1,423,600.00 $ 149,400.00 $ 199,600.00 $ 199,800.00 $ 249,900.00 $ 374,925.00 $ 249,975.00 $ -A projected membership of 800 members as listed above only produces $300,000.Implementation Schedule Page 26
  27. 27. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 11: IMPLEMENT AN EFFICIENT SPECIAL EVENTS SCHEDULE FORNMSU ICAAll special events will become the responsibility of the Aggie Athletic Club. Special events are portals foraccessing student-athletes, coaches, and other stakeholders. There are three types of special events:FundraiserThese special events make money, generate a significant net, and have a large cost to attend. Thefollowing are special events classified as NMSU Intercollegiate Athletic fundraisers: Aggies in Paradise Lujan Dinner Aggie Shootout Golf Tournament Great Aggie Trap Shootout Aggie Memorial Stadium Seat Cushion Program Aggie Memorial Stadium CleaningFriendraiserThese special events are break-even events, have no net and no loss, and have a nominal cost to attend.The following are special events classified as NMSU Intercollegiate Athletic friendraising events: Aggie Caravan Las Cruces Football Signing Celebration Albuquerque Football Signing Celebration NCAA Watch Parties Fall Sports BBQ o Women’s Volleyball o Women’s Soccer o Football o Cross Country Winter Sports o Men’s Basketball o Women’s Basketball Spring Sports o CelebrationsStewardshipThese special events are loss leaders, lose money, and have no direct cost to attend. The following arespecial events classified as NMSU Intercollegiate Athletic stewardship events: Men’s Basketball Hospitality Suite (all games, 1hr before game and halftime) Danny Villanueva Victory Club Winner’s Circle membership model Eliminate selling of individual memberships; instead, include memberships as benefits of AAC membership levels # of Passes FY12-13 FY13-14 2 passes $1,000 - $2,499 $2,500 - $4,999 4 passes $2,500 - $4,999 $5,000 - $9,999 6 passes $5,000 + $10,000+ Page 27
  28. 28. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Social at department VIP’s home Access to our coaches and administrators is important to many supporters and must be structured in a way that motivates the highest level of support. We will host socials at the following coaches and administrators’ homes for AAC members at the listed levels: Home AAC Total Membership AAC Sport Membership McKinley Boston $10,000 $5,000 DeWayne Walker $5,000 $2,500 Marvin Menzies $5,000 $2,500 Mark Trakh $2,500 $1,000 Michael Jordan $2,500 $1,000 Wayne Stickney Socials with student-athletes Access to our student-athletes is important to many supporters and must be structured in a way that motivates the highest level of support. We will host the following special events for AAC members at the listed levels: Event AAC Total Membership AAC Sport Membership Donor & Student-Athlete Dinner $10,000 $5,000 WVB post-game pie and coffee $1,000 $500 WBB post-game pie and coffee $1,000 $500 Former FB Players Pre-Game Reception $100 $100 Softball/Baseball BBQ $1,000 $500 Page 28
  29. 29. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 12: CREATE A PROGRAM THAT INCREASES NMSU ICA MAJOR GIFTS.NMSU ICA is in desperate need of developing a major giving program that proactively createsrenewable, sustainable, and continuing sources of income for the NMSU Intercollegiate Athleticdepartment.Relationship to Aggie Athletic ClubAny portion of a major gift made within the current fiscal year will also be recognized as an annual giftand give the donor membership in the Aggie Athletic Club at an appropriate level. CAUTION: It is very important that major gifts not replace a donor’s usual annual gift. The goal is to secure major gifts in addition to annual gifts.Structure of the Major Giving ProgramMajor gifts are significant donations in support of NMSU Intercollegiate Athletics. In order to motivatedonor giving, the following strategies will be implemented:Lifetime Giving Recognition ProgramThe cumulative sum of contributions by an individual is considered their lifetime giving to NMSUIntercollegiate Athletics. The NMSU Intercollegiate Athletics Lifetime Giving Program is designed torecognize individuals’ lifetime giving to NMSU Intercollegiate Athletics. This program will provide thebenefits and access respective of the following giving levels: $1 Million+ Level $500,000 - $999,999 Level  Invitation to the Lifetime Giving Program dinner  Invitation to the Lifetime Giving Program dinner  Recognition on the Lifetime Giving Program  Recognition on the Lifetime Giving Program board board   $250,000 - $499,999 Level $100,000 - $249,999 Level  Invitation to the Lifetime Giving Program dinner  Invitation to the Lifetime Giving Program dinner  Recognition on the Lifetime Giving Program  Recognition on the Lifetime Giving Program board board  The following methods of giving will be utilized in determining an individual’s cumulative giving: Annual gifts Large, one-time donations Charitable gift annuity Charitable remainder trust Charitable lead trust Retirement plan assets Life insurance policies Remainder interest in your home PledgesWe recognize that by being flexible in how we recognize lifetime giving, we will better steward ourdonors. Page 29
  30. 30. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANEndowmentsThe minimum amount of money to start an endowment at NMSU is $10,000. Beginning July 1, 2012, theminimum will be $15,000 and beginning July 1, 2013, the minimum will be $25,000. Endowments areimportant investments that secure the future of NMSU Intercollegiate Athletics. Endowment investorswill receive a statement of earnings from the NMSU Foundation, Inc. in December. Endowment investorswill also be invited to attend the NMSU ICA Endowments Social.Endowments allow the NMSU Intercollegiate Athletic department to create sources of income that willensure excellence. The following are available endowments in the department: Student-Athlete Scholarship Endowments 1. Position Endowments The total cost of funding an NMSU scholarship today is $12,000. Although there are different ways to endow a student-athlete position, the ultimate cost of the endowment is $250,000. This endowment will be named after the donor. I.e. Bob Porter (father) and Brenda Porter (daughter) teamed up to create the NMSU Men’s Basketball Bob and Brenda Porter Point Guard Scholarship. The principal value of this endowment is $300,000, which yields $12,000 to fund this position. 2. Book Scholarships 3. Summer School Endowments in the Academic Advising Center One area of great need for NMSU Intercollegiate Athletics is student-athlete academic support. The following three endowments are designed to enhance our ability to provide a quality academic experience to our student-athletes: 1. Academic Support Coordinator = $500,000 This contribution will establish an endowment to fund an Academic Support Coordinator position. The coordinator is instrumental in providing academic and emotional guidance to student-athletes. The Academic Advising Center will be named after the donor who creates this endowment. 2. Academic Enhancement Fund = $10,000 (FY12-13 = $15,000; FY13-14 = $25,000) This contribution will establish an endowment that will support academic enhancement areas, such as individualized tutoring, mentor programs, etc. Each endowment will be named after the donor. Endowments in our Support Services The following three endowments will allow our department to keep up with the need to upgrade and purchase new equipment to support our student-athletes: 1. Strength and Conditioning 2. Athletic TrainingThe following methods of giving will be available in helping donors make their contributions toendowments: Charitable gift annuity Charitable remainder trust Charitable lead trust Retirement plan assets Life insurance policies Page 30
  31. 31. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Remainder interest in your home PledgesWe recognize that being flexible in how we allow donors to make their contributions will lead to anincreased level of support.Facility Naming OpportunitiesThere are several buildings and rooms that NMSU Intercollegiate Athletics has the ability to name afterbenefactors. When a donor chooses make a donation to name one of these facilities, the contribution willbe utilized in the following ways: Current Use Endowment RenovationThe following available building naming opportunities for our stakeholders:1. Pan American Center2. Aggie Memorial Stadium Field3. Football Coaches Office4. Practice Gym5. Tennis Center6. Track and Field Complex7. Softball Complex8. Baseball Complex9. Soccer Complex10. NatatoriumThe following are available room naming opportunities for our stakeholders:1. Football Meeting BuildingThe following methods of giving will be available in helping donors make their contributions to name afacility: Charitable gift annuity Charitable remainder trust Charitable lead trust Retirement plan assets Life insurance policies Remainder interest in your home PledgesWe recognize that being flexible in how we allow donors to make their contributions will lead to anincreased level of support. Page 31
  32. 32. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN GOAL #3: ENHANCE PARTNERSHIPS AND BUILDING RELATIONSHIPS IN SUPPORT OF NMSU ICACollegiality is a philosophy of building relationships through unifying people through respect for theirabilities and developing commitment to a common purpose. The university setting demands acommitment to collegiality. . This section identifies the following objectives as ways for enhancingpartnerships and building relationships in support of NMSU ICA:Objective 13: Create a support structure for engaging the community.Objective 14: Identify on-campus, interdependent partners.Objective 15: Identify off-campus, interdependent partners. Page 32
  33. 33. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 13: CREATE A SUPPORT STRUCTURE FOR ENGAGING THECOMMUNITY.Strategically placing our student-athletes, coaches, and administrators in engagement opportunities is afull-time job. We should create a position that focuses on creating an inventory of engagementopportunities both on- and off-campus and on coordinating our resources to participate in engagement.The benefit of doing so will be the consistent delivery of a unifying message and an improved emotionalconnection with our stakeholders.The careful maintenance of goodwill with the community is important to emotionally preparing people tomake contributions to NMSU Intercollegiate Athletics, whether through purchasing tickets or joiningAggie Athletic Club. Imagine if each head coach engaged the community on an average of at least once aweek. This would mean fifteen coaches delivering a unified message on what we are trying to do and howpeople can get involved through over 780 mediums a year. Realizing the impact of this requires a positioncommitted 100% to community engagement.The title of this position could be Community Engagement Coordinator and the following responsibilitiescould be assigned: Create and maintain an inventory of on- and off-campus engagement opportunities Ensure each opportunity is photographed and placed on NMSU ICA department Internet and social mediaThere are few areas in which this position could be housed. It is recommended that this position report tothe Associate Athletic Director for Development for its first few years of existence to ensure the effortsare relationship-building focused and funnel into the development cycle. Page 33
  34. 34. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 14: IDENTIFY ON-CAMPUS, INTERDEPENDENT PARTNERS.We must purposefully connect NMSU Intercollegiate Athletics and Development to the rest of theuniversity campus. NMSU Foundation, Inc. Areas of Collaboration: Accounts receivable, planned giving, annual fund, special events, branding Alumni Relations/Association Areas of Collaboration: Joint membership, Aggie Caravan, Away football games, home tailgates, WAC Basketball Tournament Housing and Residential Life Areas of Collaboration: Pep Rallies, Aggie Madness, Welcome Back BBQ Presidential Special Events Areas of Collaboration: Away football games ICA Media Relations ICA Marketing and Promotions Aggie Vision/KRWG Television Pan American Center Special Events Police Department Parking Office Ticket Office Sports Enterprises, Inc. Dormie Marketing NMSU Golf Course Admissions Page 34
  35. 35. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLANOBJECTIVE 15: IDENTIFY OFF-CAMPUS, INTERDEPENDENT PARTNERS.We must purposefully connect NMSU Intercollegiate Athletics and Development to the Las CrucesCommunity and the State of New Mexico. Las Cruces Chamber of Commerce Areas of Collaboration: After Hours events at NMSU Golf Course and Danny Villanueva Victory Club Las Cruces Convention and Visitor’s Bureau Areas of Collaboration: County Offices Areas of Collaboration: City of Las Cruces Areas of Collaboration: New Mexico Legislature Areas of Collaboration: Legislative Basketball Game Page 35
  36. 36. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN 23 MONTH REVIEW OF ACTIVITYJanuary 15, 2010  FSF formed  Office location … internal office space in the Academic Advising Center  Observation and data collection  Initiated HR process to post position of Donor Services and Special Events  Spring game weekend  Assessment of Board of Advisor leadershipFebruary 2010March 2010  1st trip to Albuquerque; spent time with alumni/supporters: Larry Lujan, Pervis Atkins, Charlie Rogers, Walter Hines, Lorenzo Moreno  Travel to WAC Basketball Tournament and hosted Pep Rally, highlighted by President Barbara Couture, Head Coach Marvin Menzies, and the pep band and cheer team  Hosted NCAA watch partyApril 2010  Received and reviewed applications and selected interviewees for Donor Services and Special EventsMay 2010  Interviews for Coordinator of Special Events and Donor Services positionJune 2010  Hired Donor Services and Special Events position  Lujan Dinner – solo  Wayne attended NACDA Conference in Anaheim, CA  Hosted Paul and Meg Harkins at the Great Aggie Trapshoot in Gallup, NMJuly 2010  Defining Coordinator for Donor Services and Special Events roleAugust 2010  Acquisition of AAF student assistant  Premature occupation of new office space in the NMSU ICA Leadership Offices  Facilitated first NMSU ICA Student-Athlete Phone-a-Thon; football pledged $10,000, received $7,500  1st major donor visit and solicitation – Clyde Walker in Seattle, WA  AAF renewal sentSeptember 2010 Page 36
  37. 37. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN  Created collection of Men’s Basketball Seats and AAF seat donations at same timeOctober 2010  Hosted the first AAC Board of Advisors reception at the residence of the Associate A.D. for DevelopmentNovember 2010  Appointment of Brenda Porter as AAC BOA President  Created the first priority list, based on giving, motivating purchase of 85 WAC Basketball Tournament all session passes.  Initiated development of www.AggieAthleticClub.comDecember 2010January 2011February 2011  Winners Circle/Suites officially transitions under Wayne’s leadership  President commissioned Aggie Spirit Game Day Experience Task Force  SAP – Equestrian  Soft launch of www.aggieathleticclub.comMarch 2011  Hosted the NMSU WAC Basketball Tournament Fan Reception Pep Rally  SAP – Women’s VolleyballApril 2011  Associate A.D. for Development represented NMSU ICA at the NCAA Men’s Basketball Tournament  Hosted 2nd AAC Board of Advisors Social at the residence of President Brenda Porter and John Hudson  Winners Circle Renewals  SAP – Women’s Swimming and Diving  Initiated renewal of Winners Circle membershipsMay 2011  Associate A.D. for Development assumes responsibility for primary staff support of Aggie Spirit Game Day Experience Task Force  Hosted 1st Aggies in ParadiseJune 2011  1st Annual AAC Membership Celebration  Facilitated the Great Aggie Shootout Golf Tournament  Improved branding of Football Season Ticket Renewal and included AAC Membership options on renewal form Page 37
  38. 38. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN Note: The parking benefit is the primary carrot that motivates AAC Memberships during football season  Wayne and Kyle attended NACDA Conference in Orlando, Fl; ECU Pirate Club inspires excellence  Hosted Audrey Buck and Rick Pratt at the Great Aggie Trapshoot in Gallup, NM  Official launch of www.AggieAthleticClub.com  Ended fiscal year with 397 members to AAC  Ended fiscal year with 26 FSF members, generating $130,000  Created Development Coordinator Position  Hosted 5th Annual Lujan DinnerJuly 2011  Trip to Albuquerque to ask six individuals to join A.D.’s Cabinet  Associate A.D. for Development acquires sports supervisor responsibilities for Equestrian  Associate A.D. for Development acquires sports supervisor responsibilities for Cheer TeamAugust 2011  Associate A.D. for Development delivers ASGDETF Report of Recommendations to President CoutureSeptember 2011  Associate A.D. for Development acquires NMSU ICA liaison responsibility for ASNMSU  Hosted 1st Former Football Players Pre-Game ReceptionOctober 2011  1st major gift ask  Launched first AAC Membership Drive in 10 yearsNovember 2011  FSF part-time employee  End-of-Year “Thank You” and Solicitation Page 38
  39. 39. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN APPENDIX : MEMBERSHIP LEVELS FY11-12 Page 39
  40. 40. NM STATE INTERCOLLEGIATE ATHLETICS FUNDRAISING PLAN APPENDIX : COMMUNITY ENGAGEMENT SCHEDULE I.E. Head Coach: Off- Head Coach: On-Week of … Special Events: ICA & Football campus campus February 28, 2011 March 7, 2011 Throw 1st Pitch March 14, 2011 March 21, 2011 March 28, 2011 April 4, 2011 April 11, 2011 April 18, 2011 April 25, 2011 Spring Game Weekend May 2, 2011 May 9, 2011 May 16, 2011 May 23, 2011 May 30, 2011 June 6, 2011 Lujan Dinner/Aggie Shootout June 13, 2011 June 20, 2011 June 27, 2011 July 4, 2011 July 11, 2011 July 18, 2011 July 25, 2011 August 1, 2011 August 8, 2011 August 15, 2011 August 22, 2011 Fall Sports Kickoff August 29, 2011 September 5, 2011September 12, 2011September 19, 2011September 26, 2011 October 3, 2011 Page 40

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