The document is a letter from Coach Everett Withers to the Alpha Dogs group, which is a support system for the JMU Football program. Coach Withers explains that the Alpha Dogs play a vital role in building a championship culture by developing close relationships with supporters and believers in JMU Football. He asks that members of the Alpha Dogs be fully invested in the vision for JMU Football and help develop the student athletes on and off the field. Membership in the Alpha Dogs comes with exclusive access and benefits related to the football program.

2. Dear Alpha Dog,
Strength of the Unit: Football is the ultimate team sport and success is only reached when the team successfully achieves the goal of ultimate
dependency on each other. A successful football program is driven by a culture (positive, negative or indifferent); the culture we are building at
JMU is based on fanatical effort and competitive excellence in the classroom and on the field. Our basic formula is E + R = O (Event +
Response to that Event = the Outcome). This formula applies in the classroom, on the field and in life. We will win at a championship level
through our championship culture.
The Alpha Dogs group is a unique support system within JMU Football and it is a vital part of helping to build a championship culture by
developing relationships with the closest supporters and diehard believers in JMU Football. I believe when an individual becomes a part of an
organization, corporation or team, he or she has made a choice to be fully immersed, engaged and committed to the goals and vision of that
team. He or she now gives up or sacrifices to benefit the team. The more invested that individual is in the goals and vision of the team, the
better the outcome. I need every member of the Alpha Dogs to be fully invested and believe in the vision of JMU Football.
We are looking at change in a positive way. The Alpha Dogs will be leaders in the community and have one voice, evoking positive change to
build a championship culture. This systematic team of football supporters will be asked to finance football-specific projects, like the Plecker
Athletic Center renovations that are ongoing. This group will also be leaders that creatively push others to accomplish our vision and goals.
Lastly, this group will be asked to help develop our student athletes holistically to prepare these young men for life after football through
invitations to our Life Lessons Thursdays program and in other ways. I expect the Alpha Dogs to provide assistance with resumes, job
interviews and post-graduate jobs. If you believe in our program and the young men we are molding, then you will have no problem hiring and
assisting these men after graduation.
Alpha Dogs is an exclusive group that allows unique access into JMU Football. You will build life-long friendships with JMU supporters,
alumni, the coaching staff, and our student athletes. As a part of your yearly dues to being an Alpha Dog, you will go to an exclusive weekend
retreat with the coaching staff of JMU Football. This is a time to relax, golf, eat, and socialize on a personal level with the staff and get to know
the “men behind the curtain” and for them to get to know you. There will be opportunities for field passes for games, seats on buses and
planes, and to share a meal with the team on Friday nights before games. Other perks include access to gear and equipment that has not been
released to the public, insider information into the interworking of JMU Football and an open door to practices and meetings.
Strength of the Unit: I expect this group to grow and be a consistent force behind JMU Football so we can breed a championship culture.
Your support is vital to the success of our Football team. In fact, I want you to have the mindset that this is also YOUR Football Team!
Go Dukes!
Everett Withers

3. The Challenge
Athletics represents the front porch of most colleges and universities. It is a core
element of the “brand” of the institution. JMU has embarked on a strategic plan that
is positioning the university to have a “national profile”. Athletics, of which football is
a critical element, should support the plan by achieving success and visibility at the
highest levels possible.
In order for football to achieve the level of success needed to ensure national
visibility, several factors must be addressed:
• The right coaching staff must be in place to guide young men and win in the
classroom on the field (We have the right staff NOW!);
• The program must be capable of recruiting the best talent available;
• The facilities must be at a level to be able to win the recruiting wars and prepare the
team to succeed competitively; and
• The academic and nutritional support must improve to support the demands of high
level football.

4. The Challenge cont.
• There are limited budget dollars that are allocated for football each year and
there are limited fund raising dollars from the Duke Club that are designated
for football.
• JMU has been dedicated to a number of football projects over the years and
the University continues to be dedicated to allocating funds to the football
program. The large projects have been the building of the Plecker Center
and the first expansion of Bridgeforth Stadium.
• We have determined that additional private fund raising is needed to
augment the funds from the University so we can achieve national status on
an accelerated timeframe.
• The bottom line is JMU needs a strong football-focused fund raising
platform to position the program to succeed in today’s competition and to
meet the challenges of future conference realignment.

5. What is an Alpha Dog?
The Alpha Dogs are a unique support system within JMU Football and they are a
vital part of helping to build a championship culture by developing relationships with
the closest supporters and diehard believers in JMU Football.
The Goal of the Alpha Dogs is to provide resources to JMU Football that help
ensure the overall success and competitiveness of the program and its student
athletes. Examples of this support include the following:
 Upgrades team locker room;
 Improvements to Plecker Center offices and team rooms;
 Uniform and helmet variations;
 Nutritional support center for student athletes;
 Foundational support for an indoor practice facility; and
 Additional needs that will make JMU competitive in recruiting top athletes
This group will be asked to help develop our student athletes holistically to prepare
these young men for life after football through invitations to our Life Lessons
Thursdays program and in other ways. Coach Withers expects the Alpha Dogs to
provide assistance with resumes, job interviews and post-graduate jobs. If you believe
in our program and the young men we are molding, then you will have no problem
hiring and assisting these men after graduation.

6. Alpha Dog
Membership Privileges
Membership in the Alpha Dogs comes with a variety of
benefits. They include:
• A weekend retreat with the JMU Football coaching staff;
• Opportunities for field passes on game day;
• Seats on the team buses and planes;
• Exclusive privilege to eat Friday night team meal with
Coach Withers and the travel squad at home or on the
road the night before a game;
• Access to gear and equipment that has not been released
to the general public yet;
• Insider information into the interworking of JMU
Football; and
• Access to all practices and meetings.

7. To Become an Alpha Dog
Becoming an Alpha Dog is a mission that requires dedication
and commitment.
• Annual Financial Gift - Financial commitment of $5,000.
• Participation in periodic conference calls to discuss the program.
• Willingness to participate in activities, such as speaking
engagements, that support the student athletes.

8. Alpha Dog Project History
Project Funding
Required
Status
Plecker Center Football Locker Room
and Office Graphics:
$42,000.00 Completed! Alpha Dogs
provided all $42,000 for
project.
Purple Chrome Helmets: $55,000.00 Completed! Alpha Dogs
provided all $55,000 for
project.
Black Playoff Shirts for BFS: $5,000.00 Completed! Alpha Dogs
provided all $5,000 for
project.
Plecker Center Football Office
Recruiting Lounge
$25,000.00 Completed! Alpha Dogs
provided all $25,000 for
project.
Plecker Center Football Locker Room:
New Lockers
$300,000.00 Completed! Alpha Dogs
provided $100,000 for
the project.

9. Holistically Supporting a Championship Culture

10. We asked for a Team Room Wall…
We Made a Plan…
You Made it Happen!

11. We wanted to honor the Past…
We Made a Plan
You Made it Happen!

12. We asked for an Electric Entrance…
You Made it Happen!
We Made a Plan

13. We needed to creatively advertise JMU
You Made it Happen!
We Made a Plan

14. We needed a flashy Recruiting Lounge
You Made it Happen!
We Made a Plan

15. We needed to recognize our NFL History
You Made it Happen!
We Made a Plan

16. We needed to create a Locker Room Centerpiece
You Made it Happen!
We Made a Plan

17. We asked for State of the Art Lockers…
We Made a Plan…
You Made
it Happen!
https://www.youtube.co
m/watch?t=42&v=Y2JrD
8O7Kzk
Watch on YouTube!

20. Swag…Brought to you by the Alpha Dogs