Among the Association-wide menu January 11 at the NCAA Convention in Nashville was a session on developing fund-raising strategies to subsidize scholarships, improve facilities and expand student-athlete programs.

Establishing relationships with the institution's central development office is key, said panelist Robert Bonn, the athletics director at Carthage College. "If you don't have a relationship with them, you are going to be in bad shape," he said. "They have the alumni base, and communication with that group is important."

Such an approach can also aid the overall goal of integrating athletics with the rest of the campus, Bonn said. Working with the central development staff on joint proposals sends the message that the athletics department is committed to initiatives that coincide with the broader mission on campus.

At its core, though, fund-raising is about building relationships.

"It can take time to get to a trust level and genuineness that you need to develop with people," said panel moderator Jane Myers, the assistant athletics director for development at Bowling Green. "And just like in personal relationships you ask a lot of questions and listen."

Myers counseled the audience to remember to pace themselves during fund-raising efforts. It is easy to forget that the sense of urgency felt by the institution to raise funds for a project may not match the urgency of the potential donors.

Listening to donors also is essential, she said.

"You need to be intuitive to find those things that make their eyes light up," Myers said.

Once the gift is secured, it is important to sincerely thank the donor with a handwritten note and perhaps even extend more of a personal invitation to serve on boards, attend events or participate in focus groups.