The following article appeared in the March 2016 issue of Athletic Management. It highlights Marion High School's Giant Challenge Alumni Weekend.
Caitlin Hayes is an Assistant Editor at Athletic Management. She can be reached at: ch@MomentumMedia.com.
In early September, Arizona
Cardinals defensive back Patrick Peterson donated $1 million to his alma mater,
Louisiana State University, to help fund a renovation to the Football
Operations Center. It was one of the largest single contributions to athletics
by a former LSU football player, and Peterson was recognized on the field at
the Tigers’ 2015 home opener.
The donation was noteworthy not just
because it was large but because it was from the ranks of professional
athletes, a group that traditionally has not opened their wallets for their
alma maters. What happened next was also significant. A few days later, pledge
cards came in from two more former Tigers currently in the NFL, Bennie Logan
and Tyrann Mathieu.
“I think there’s a bit of a culture
shift happening,” says Kristen Cain, LSU’s Special Events and Community
Relations Coordinator, who runs the L Club, a group specifically for alumni
athletes. “More players are giving back to their universities—and they are
offering large donations.
“Behind the scenes, we’re doing a
better job of reaching out to our former athletes,” she adds. “We’re educating
them about our athletic foundation and what we do with donated money.”
While Peterson’s gift generated
headlines, the trend is not exclusive to large athletic departments. “Alumni
and fundraising go together, and if you’re not tapping into or at least trying
to cultivate your former athletes, you’re probably not doing your job as
effectively as you could,” says Tim Schoonveld, Co-Athletic Director at NCAA
Division III Hope College. “Like a lot of schools, we’re trying to find news
ways to draw in alumni athletes. We’re not looking to create a booster club.
But we’re looking to really engage our alumni in what we’re doing.”
Jamy Bechler, Athletic Director at
Marion (Ind.) High School, echoes Schoonveld’s thoughts and adds that you can’t
look at it as a one-way street. “Reaching out to alumni athletes is essential
from a fundraising standpoint,” he says. “But you’ve got to know and appreciate
your past. No former athlete wants to be forgotten. Those alumni made your
teams great. We’re working hard to honor them and connect with them.”
So what are the best ways to engage
alumni athletes? Are they looking for something different than other former
students? And how can athletic departments create an active community comprised
of former athletes? We talked to athletic administrators who are putting new
ideas in place.
SPORT-SPECIFIC
As the demographic shifts in the
younger alumni population, luncheons and receptions are losing ground as the
most desirable events. More and more schools are relying on affinity groups to
reconnect with former students, and efforts with alumni athletes are following
suit. Many schools are learning that building events around athletic contests
yields the most participation from former players—and that alumni athletes tend
to care most about the program they played for.
“We’ve found that the best way to
work with alumni athletes is to keep them connected to their team,” says Scott
Allen, Associate Director of Athletic Alumni Programs at George Washington
University. “So we give them opportunities to interact with the current
coaching staff and student-athletes, which makes them feel like they’re a part
of an athletic community.”
Allen helps coaching staffs find the
optimal time and location to host their former athletes.
“Sometimes it’s just
looking at schedules and figuring out where the most alumni are concentrated,”
he says. “Our lacrosse team likes to do something in Philadelphia, for
instance. Our water polo team has events in California, where a lot of their
alumni live. The rowing team welcomes its alumni at two big regattas every
year. So it’s crucial to find the right time and the right places for each
program.”
At its events, GWU tends to host
receptions before and after the competitions to give former players time to
interact with each other, the coaches, and the current student-athletes. “The
alumni get to reminisce with former teammates and see how they’re doing,” says
Allen. “They also get to feel connected to what’s going on in the program now.”
Hope College has had success with
team-based alumni events that celebrate anniversaries of championships or that
serve as reunions for players from a certain era. Having a more specific focus
for these events gets people involved who otherwise wouldn’t attend. Honorees
are typically recognized before or during a contest and are later welcomed at
receptions where they can mingle and reconnect with former teammates.
“We’re inviting all the men’s
basketball players from the 1980s back to one of the team’s games this year,”
says Schoonveld. “Then we’re honoring our 2005 women’s basketball team, which
won the NCAA Division III national championship. Those are the kinds of things
we do on top of the more regularly-scheduled events.”
At the high school level, Marion
upped its efforts to connect with alumni athletes last summer through its
inaugural Giant Challenge. The event brought more than 500 alumni and current
athletes together to compete. (See “Then vs. Now," below).
“Having an alumni game isn’t new,
but it is kind of unique to have one weekend when all your alumni athletes come
back and play different sports,” says Bechler. “We had 10 teams represented,
with 10 different competitions. Alumni had a chance to see each other and to
spend time with the athletes who are playing now. It was a very good weekend.”
A PERSONAL TOUCH
One of the reasons the Giant
Challenge was such a success is that Bechler and his staff asked for—and
received—help from many others. “It was a team effort that included
administrators throughout the school, coaches, our alumni, and our current
athletes,” he says. “Any athletic director trying to take this on has to
recruit a good group of people to pitch in.”
That teamwork is especially needed
when creating a network of alumni athletes. While social media makes it easier
than ever to reach people, a generic Facebook post or Tweet is often not enough
to get someone involved in a meaningful way.
“For each of our alumni teams, we
had a former player serve as captain and that person reached out to others,”
Bechler says. “That was great because, even though we put the event out on
social media and contacted a lot of people, a personal touch from an alum was
invaluable.”
LSU uses its L Club, a group
exclusively for lettermen alumni, as well as alumni athletic trainers,
cheerleaders, and equipment managers, to develop connections. An alumni athlete
representative from every sport serves on the L Club Board of Directors. This
point person can work with individual sport coaches and reach out to alumni
from their programs. “The L Club has been around for many years, but until
recently, it was looked at as more of a football thing, and there was a period
when it wasn’t very active,” says Cain. “Since 2009, we’ve put more resources
and more effort into it through my position and our board, and we’ve increased
our membership from 45 in 2009 to over 1,000 in 2015.”
GWU hopes to delegate more
responsibility to alumni volunteers in the near future. “We’d like to get to a
point where we have a real structure of sport boards, where every sport has an
alumni committee that is responsible for doing some of the things that I’m
doing now,” Allen says. “If you can find key volunteers in each decade or era
to help you reach out to others, that can overcome the communication
challenges.”
At the high school level especially,
the community at large can help with drawing in alumni. Last year, Frederick
(Md.) High School brought back more than 30 distinguished former athletes from
all sports to honor their accomplishments. Following a reception, each alum was
invited onto the court at a boys’ basketball game as their individual
achievements were announced. Organizers of the event found many of the former
athletes via current community members.
“We connected with some of our
alumni through family they still had in the area, and we found additional ones
who had relatives now attending the school,” says Athletic Director Keivette
Hammond. “Using that personal network to reach out to them can be more
effective than social media.”
Allen keeps in mind that many older
alumni athletes don’t use social media and utilizes both print and online
newsletters and invitations. Once alumni are on board, he’s found that
consistency is key. “If there is regular communication, it becomes an
expectation and a part of the conversation,” Allen says. “When someone changes
an email address and then realizes they didn’t get this fall’s eblast, they
contact us to update their information. Once a routine is established, they
won’t want to miss out.”
STARTING NOW
Since staying in touch with former
athletes is a big part of the equation, more and more schools are trying to get
a jump-start on the process by cultivating connections with their current
athletes. With a captive audience, athletic departments can educate
student-athletes about ways to be involved alumni before they even graduate.
At LSU, Cain makes sure current
student-athletes know who she is and are familiar with the L Club. “I try to
get around to each team at least two or three times a year,” she says. “And
every August at the back-to-school bash, our alumni board members and I do the
letter jacket presentations, so they know that those jackets are coming from the
L Club.”
Membership in the L club requires
annual dues and comes with benefits—such as gameday hospitality at football
games, free tickets to select sporting events, access to a database of alumni
for networking, and invitations to reunions and special events—but membership
is free to student-athletes the first two years after they graduate. “The idea
is that we can then automatically renew them after the introductory period
ends,” says Cain. “But the challenge is keeping them on board that third year when
there are fees. The more they know about the club, the more likely they’ll be
to remain members.”
Cain says it’s also important to get
students’ most current contact information before they leave school. “It’s
hardest to keep track of them just after they graduate,” she says. “When they
have their exit meetings, that’s when we gather their current contact
information.”
At Marion, Bechler tries to give
current athletes a sense of their place in the history and tradition of the
school, which he hopes will stay with them. “For instance, for our boys’
basketball team, we put together a pre-game video with clips from past teams,
and we have narration from some of our best alumni players talking about our
tradition,” he says. “When the current athletes see that, they start to
appreciate the guys who came before them. They start to understand what the
name on the front of their jersey actually means. We’re not necessarily getting
them hooked up with the alumni association right out of the gate, but we are
trying to help them understand their team’s past.”
THE PAY-OFF
A major benefit of having an engaged
alumni athlete population is that it makes it easier to cultivate donors. But
another important result is that it sets up cross-generational relationships.
In many ways, the two go hand-in-hand.
“I think that fundraising is as much
about relationship-building as anything,” Schoonveld says. “The best strategy
is to invite people to campus and make sure they have a great experience
together. We want them to see the new buildings, learn what we’re all about,
and understand what a difference this place is making in the lives of current
student-athletes.”
Allen tries to link the fundraising
angle directly to the former player’s experience. “At GW, there are teams that
have had some great stretches and other time periods when they weren’t so
strong,” he says. “Understanding that back story changes what I might say to a
specific alumni athlete. If they were on a team that didn’t win a lot of games
or didn’t have the resources that they needed, I can ask them to make current
athletes’ experiences better. If they won championships, I might ask them to
think of the success they had, and emphasize that we want to make sure we
maintain it and keep up with our rivals and schools with bigger budgets.”
Often donors want to see how their
money improves the experiences of current athletes. “When we have a specific
need they can fill, it’s a lot easier to convince people to give,” says Allen.
“If a tennis alum can see the new rackets the team bought or hear how excited
the athletes were to fly somewhere for a match, they’re able to know that their
money is actually doing something tangible.”
For current athletes, having
connections with those who came before them provides the long view, both in
terms of where they are and where they’re going. “Engaging alumni makes sense
because that’s who you are as a school. They are your identity and your
history,” says Bechler. “The Giant Challenge was more than a reunion—it was a
gesture of support for our current teams, and it was a chance for alumni to
give our current players perspective. They were saying things like, ‘If only we
could have played on this turf field,’ and ‘You guys are lucky. You should feel
fortunate and privileged.’ And the students were listening.”
At LSU, the L Club works with life
skills programming to develop ways that alumni athletes can advise current
athletes with their post-graduation plans. “We just had an event called ‘The
Vision,’ where we brought back L Club members from different professional
fields,” says Cain. “They met and spoke with the student-athletes in groups and
one-on-one sessions about networking, resumes, careers, and even how to brand
yourself. The student-athletes can relate to somebody who’s been in their
shoes, and they see that there’s a life after athletics. And I think the alumni
really enjoy being asked to come back.”
Sometimes an event can even help a
school heal. One of the motivations for inviting alumni back to Frederick High
School was a desire to unite the community after a shooting outside the gym
during a junior varsity basketball game. “We wanted to emphasize and remind
ourselves of the rich tradition of athletics throughout the time that we’ve
been a school,” says Hammond. “We wanted the younger athletes to look back on
what it was like when those alumni played here. Some things have changed, but
we share the same tradition.”
At Hope, alumni are even investing
time in potential future athletes. “We’re having more and more coaches and
teams that are asking former players to help recruit,” says Schoonveld. “Our
football program will bring back 40 or 50 alumni on a Saturday, partner each
with a recruit, and have them share their experiences.
“These relationships between the
athletic department and our alumni athletes are about a lot more than money,”
Schoonveld continues. “They’re about a love for the school.”
sidebar:
One Chef
With multiple events and
stakeholders, keeping alumni athletes involved is a big job with a lot of
moving parts. Alumni relations and development departments, alumni
associations, foundations, booster clubs, coaches, and athletic directors have
to work together, and with that many cooks in the kitchen, it can make a mess.
At the college level, some schools
are solving the problem by appointing a specific individual to head up their
alumni athlete efforts. LSU created the full-time position of Special Events
and Community Relations Coordinator in 2009, now held by Kristen Cain, who is
responsible for connecting the school’s letterman club with the athletic
department. She also serves as liaison to the Tiger Athletic Foundation and
individual sport coaches to plan events.
“Having someone in the department
who can oversee everything is invaluable,” says Cain. “Because of where I am, I
can get our L Club members what they need, and I also have access to the
coaches and current student-athletes.”
In 2011, George Washington
University hired Scott Allen to serve as Associate Director of Athletic Alumni
Programs, a dual role that straddles alumni relations and the athletic
department. He works on alumni events for athletes and brings the general
alumni population to sporting events.
“Most athletic departments probably
don’t have a person dedicated to these things, and I think our setup really
helps,” says Allen. “I work three days a week in the athletic department and
two days a week in alumni relations. So I am physically in both buildings. It
gives me the opportunity to keep both sides informed. There are things
happening in athletics that alumni relations wouldn’t be aware of and vice
versa.”
At Hope College, a similar position
has just been approved. “That’s been the one thing that’s held us back—we’ve
had an alumni office, and a public affairs and marketing area, and then
athletics, but there’s never been somebody designated to own it,” says
Co-Athletic Director Tim Schoonveld. “In our athletic department, most of us
already have dual roles. I’m half-time athletic director and half-time
professor, as are almost all of our coaches, so to add one more thing onto our
list is difficult. The new position is really an investment in alumni athletes
by the college.”
sidebar:
Then vs. Now
Bringing back alumni athletes for a
weekend event is always an ambitious undertaking. Marion (Ind.) High School
made it happen and then some with a two-day event called the Giant Challenge,
where more than 500 current and alumni athletes gathered to compete against
each other.
Alumni teams, coordinated by alumni
captains, played against current squads in soccer, basketball, softball,
baseball, volleyball, football, golf, tennis, and track and field. The contests
were staggered over a Friday and Saturday in July, with current and former
cheerleaders boosting school spirit throughout. There was also a golf
tournament, road race, and tennis matches.
Funding came from registration
fees—alumni athletes paid $25, which allowed them to participate in any and all
activities. Members of the public could sign up for the golf, tennis, and road
race events for the same price. Spectators paid $5 a day, and T-shirts were
sold, both before and during the weekend. Donations from individuals and
businesses in the community helped get the Challenge off the ground and raise
funds for the athletic department. Overall, the school brought in $17,000 to
put towards their new athletic endowment.
“We did not solicit during the
weekend, but we did get a number of people handing us checks,” says Marion
Athletic Director Jamy Bechler. “At the end of the day, we raised a decent
amount of money. But I am more excited about the buzz the Challenge generated
and the connections that were made.”
To promote the event, current
students from various teams created videos that were posted on the school’s
website, in which they challenged alumni, sometimes even calling out certain
former players. Alumni responded with their own videos. “It was competitive but
friendly,” says Bechler. “And at the games, great stuff happened between
contests and on the sidelines. There was a lot of sharing stories and talking
about the good old days. The alumni were bringing up stories like it was
yesterday. And they were interacting with our current players. It was more than
a reunion—it was, ‘Hey, we’re here for you guys, we support you.’”
Two weeks after the event,
organizers were already meeting to talk about next summer’s Challenge. “We’re
thinking of ways to make it even better,” says Bechler. “We’ve gathered a lot
of input and ideas from the participants, and we’re going to add some things to
keep it fresh, such as a bowling competition featuring one of our alums who is
a professional bowler and a softball homerun derby. Overall, the weekend was a
great thing—people loved coming and getting together.”
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