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Game Day Fundraising
A complete guide to turning game day excitement into donor engagement, from building prospect lists to sending personalized outreach that scores every time.
From Fans to Donors: Leveraging Athletics for Fundraising Success
A new sports season brings the buzz of big games, passionate fans, and new opportunities to appeal to prospective donors. And, with athletics-affiliated giving steadily increasing—nearly 17% of total gifts were directed to these funds in 2023, and 2024 is projected to reach 18.5%—now is the perfect time to ride this momentum and amplify your outreach efforts. Whether it’s football, basketball, field hockey, or tennis, game day offers a prime opportunity for fundraisers to score big.
From pre-season planning to off season follow-ups, we have strategies that can help you turn every touchdown into a fundraising win. In this playbook, we’ll walk through how to leverage the energy and passion your alumni and donors feel for your school’s sports teams to engage new audiences, make meaningful connections, turn fans into donors, and make every play count.
Explore Strategies for Every Stage
Scout your prospects before the first whistle blows.
Source prospects from Facebook engagement
Your social media team is already posting about the upcoming athletics season to engage your community and get students, alums, and fans hyped up. Let’s take that social media engagement and create a strategy for sourcing new and engaged prospects!
With Signal by EverTrue, you can capture data points on people who interact with your Facebook posts and, spoiler alert: these lists are PACKED with potential donors. In fact, we found that people who “liked” 2-5 of an institution’s posts had a 53% likelihood of participating in giving, and those who “liked” 11 or more posts had a 62% likelihood of giving. So, what can you do with this data? Create new email segments, personalize your outreach, and make these engagers feel like you really know them.
Millions of Facebook Interactions
The average institution has 1.49 million Facebook interactions
That’s 21 data points per constituent.
Use that info to personalize outreach, segment audiences, and connect with prospects about what they care about most.
Nearly Half Only Interact on Facebook
46.4% of Alumni who have a matched Facebook profile in EverTrue interact with their institution solely via Facebook (no giving or interactions)
Baylor University tripled their ticket sales using this strategy
Baylor posted about upcoming games on Facebook and prioritized follow-up conversations with their most engaged fans—many of whom had never purchased season tickets before. With the help of EverTrue, they identified these people and reached out to this brand-new audience. The result? Conversations with prospects who’d engaged on Facebook yielded a 10.64% purchase rate for women’s tickets and 6.56% for men’s.
OSU was also able to leverage Facebook data to identify new major gift prospects
Oklahoma State University supercharged their digital annual giving by leveraging Facebook engagement data to identify and connect with new donors. Using EverTrue, they pinpointed prospects who had interacted with their posts, leading to highly personalized outreach. The results? OSU’s digital efforts saw a significant boost in participation rates, with their campaigns driving an impressive 5X increase in donations from previously untapped prospects.
Turn a set of new season ticket buyers into a new email segment
Segmentation can make a game-changing difference in your fundraising strategy. New season ticket holders offer a potentially fresh audience of individuals already interested in one aspect of your institution. By sending pre-game emails to this group, you can engage potential donors when they’re most enthusiastic and strengthen your connection with them, setting the stage for future support. And, with Signal by EverTrue, it’s easy to pull together a dedicated segment of new ticket holders and send them personalized messages that really resonate.
Take advantage of game attendance
It’s no secret that game days are a prime chance to connect with alumni and potential donors. As homecoming and other key games approach, reach out to alumni planning to visit campus and schedule face-to-face meetings.
Create VIP experiences to boost donor engagement & long-term support
Enhance these interactions by inviting current donors and alumni to exclusive game day events, such as VIP pre-game receptions, tailgates, or behind-the-scenes tours. These unique experiences not only strengthen relationships but also foster increased giving and long-term support.
When it’s time for your in-person meeting, use EverTrue’s AI Assistant to instantly access key donor insights—like wealth data, career changes, and giving history—getting all the information you need in seconds.
For example, the University of Memphis recently used ThankView to invite donors and prospects to a special suite experience with the president. By offering this VIP experience, they created a memorable first impression that set the stage for deeper engagement.
Bring your team’s story to life with personalized video asks
Give your fundraising a personal touch by utilizing ThankView to send video asks from your team. Record videos where athletes introduce themselves and share the impact donations can make. Let your team’s enthusiasm and charm shine through, turning potential donors into excited supporters who feel genuinely connected to your cause.
The Wittenberg Tigers Softball Team used ThankView to record a video introducing their team captains and asking for support during their annual day of giving.
See how EverTrue can help turn Facebook interactions into leads
Game Time
Make your move when the crowd is at its loudest.
Celebrate big wins
Turn thrilling wins and the biggest moments of the season into a fundraising touchdown. When your team scores big or reaches a major milestone, use that excitement as a launchpad for your next fundraising campaign. Here’s what that could look like in action:
Step 1:
Send out celebratory emails that capture the buzz of the win and highlight how a donor’s contributions have played a role in making special moments like these possible. Be sure to include a call for continued support to keep the momentum going!
Step 2:
Post on social media to spread the enthusiasm, and keep an eye on who’s engaging with your posts to build more prospect lists.
Step 3:
Capture the excitement of a big win with a ThankView video featuring your team celebrating and asking for support for the next big play.
Strategically segment your game day audience
Athletic events offer a unique opportunity to engage different segments of your audience with targeted messaging that truly resonates with their interests. By using Signal by EverTrue, you can create customized email cadences tailored to distinct groups, ensuring your outreach is relevant, timely, and impactful.
For example, consider creating two primary segments:
- VIP Suite Prospects: These are high-value prospects or donors you’d like to engage with more deeply by inviting them to enjoy the game from a VIP suite.
- Remote Key Prospects: These are important prospects who may not be able to attend games in person due to location or other constraints but still deserve personalized and meaningful communication.
With these two segments, try the following cadences.
VIP Suite Audience:
- Email 1 (Post-Game “Thank You”): Send this immediately after the game they attended to thank them for coming. Add any specific details about what you discussed or notable game moments. This is a chance to reinforce the connection and express gratitude.
- Email 2 (1 Week Out – Behind-the-Scenes Content): One week later, use ThankView to share exclusive behind-the-scenes content. Include any updates or teasers for the next game to maintain excitement and engagement.
- Email 3 (3 Weeks Out – The Ask): After three weeks, it’s time to make an ask. Reference your previous conversations, highlight how much you appreciated their presence in the suite, and make a direct request for support. Remind them how their contribution can continue to make a difference.
Non-Suite Audience:
- Email 1 (Game Recap): Start with a recap of a significant game, like the season opener. ThankView videos or photos can help transport them into the experience and make them feel like they were right there beside you in the stands.
- Email 2 (1 Week Out – Mid-Season Highlights): A week later, send behind-the-scenes updates, exclusive photos, or short clips to keep them engaged and in the loop on how the season is progressing.
- Email 3 (3 Weeks Out – Inspire Support): Finally, it’s time for a direct ask. Thank them for their ongoing support of the team, and share how their donation will help achieve specific goals for the next season.
Reward your supporters
Throughout the season, enhance your donor engagement by offering exclusive rewards that make supporters feel truly valued. Consider providing special perks like VIP tickets, behind-the-scenes access, or meet-and-greet opportunities with coaches and players as a token of appreciation for their support. To maximize the impact of these rewards, use segmentation to tailor offers to specific groups—such as former athletes, parents of current players, or dedicated season ticket holders.
Show where the money goes
Showcasing the impact of donations can be a powerful way to engage current and future supporters, especially when you highlight tangible improvements like upgraded facilities, new scoreboards, locker rooms, or uniforms. Demonstrating these changes in your fundraising outreach shows how donor contributions have transformed your athletic program and can inspire even more generosity.
And when it comes to presenting these impactful stories, video is one of the most powerful tools at your disposal.
Let donors see their impact with personalized videos from behind the scenes
Harness the power of ThankView to create video messages directly from your athletic department that clearly demonstrate the value of donations. In these videos, share not only the impact of past donations but also your goals for this year’s fundraising efforts. Outline the specific challenges you’re aiming to tackle with their support.
Augustana College utilized this strategy for their Athletics Day of Giving, where they sent 12 unique videos tailored to specific sports teams. Each team shared their gratitude for donations and gave an overview of what they money was being used for—the wrestling team even filmed from the wrestling facilities that featured many improvements made possible by the previous years’ donation.
Elevate your direct mail with personalized stories
Enhance your fundraising efforts by using Pledgemine by EverTrue to send direct mail that highlights standout players from this year’s team. Create personalized mailers featuring in-depth stories and photos highlighting one or two key players, showcasing their journey and achievements both on and off the field. By focusing on individual stories, you can forge a personal connection with potential donors, illustrating the human side of your athletic program and the impact of their support. Combine these player profiles with compelling calls-to-action to inspire contributions and foster a deeper engagement with your fundraising campaign.
Sigma Phi Epsilon’s used this strategy during their Fall Kickoff Appeal by using Pledgemine to send personalized direct mailers featuring one of 70 unique student stories to their mailing list. They segmented their list into 15 distinct groups, tailoring each piece to resonate with the recipient’s background and interests. This led to 26% more money raised than the previous year and an increase in the average gift amount.
See how you can use Signal by Evertrue to send custom email cadences and more
Halftime Report
Adjust your strategy while there’s still time on the clock.
Refresh your prospect lists
Midway through the season is the perfect time to reevaluate your strategy, refresh your prospect lists, and re-energize your strategy. Dive into your engagement data by analyzing interactions on Facebook posts and email campaigns. Look for which emails had the highest open and click-through rates, and who has been most engaged on social media and email. This insight allows you to refine your segments, and tailor your outreach.
Tailor your messaging
Adjust your messaging according to the season’s progress. If your team is on a winning streak, celebrate those victories and invite prospective donors to join the excitement and help keep the momentum going. On the flip side, if the season has hit a rough patch, seize the chance for a halftime pep talk. Encourage your prospects to rally behind the team and contribute to turning the season around.
See how you can use Signal by EverTrue to source prospects and send custom email cadences.
Off Season
Stay top of mind even when the scoreboard goes dark.
Send personalized thank you videos and letters from the team
Once the season has ended, send your donors thank you videos from the team, coaches, and members of the athletic department expressing gratitude for their continued support. Share updates on how their support has made a difference this season and how it can continue to benefit both the athletic program and the athletes.
Stay top of mind with a multichannel approach
St. Mary’s College of California sent a stewardship-focused video featuring members of the men’s rugby team thanking their donors. These videos boosted their email engagement, resulting in a 76.8% open rate and 45.9% click through rate.
To make this a multichannel approach, send a postcard or thank you note – In addition to a ThankView video – featuring pictures of the team, highlighting big moments from the season, and a special thank you from team members. With Pledgemine’s on-demand direct mail option, sending super-targeted, highly-personalized direct mail pieces is just as easy as sending an email!
Use mascots and merch for fundraising
Capitalize on the school spirit and pride associated with your institution’s mascot by offering exclusive merchandise as a fundraising tool during the off-season. Create a range of branded items—such as apparel, mugs, or accessories featuring the mascot—and use proceeds from the sales as donations. As an added incentive for donors, include some information on how purchasing the merchandise will help the institution.
Reach out to former athletes
Reconnect with former athletes by sending personalized emails or direct mail that evoke their cherished memories of playing for the school. Utilize Signal to craft messages that highlight their past achievements, or use Pledgemine to send nostalgia straight to their mailbox. This personal touch not only rekindles their connection to the university but also demonstrates how their support can help current and future athletes thrive, encouraging them to give back and make a lasting impact.
Keep donors engaged year-round
The season may end, but your engagement doesn’t have to. EverTrue’s powerful tools—Signal, ThankView, and Pledgemine—help you keep alumni, parents, and fans connected long after game day. From personalized outreach to impactful direct mail, you can continue fostering support year-round.
Ready to elevate your fundraising efforts? Book a demo today and keep the momentum going!
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