Fundraising for a College Program: A Yearly Template by Terry Warner (2010)


Published


[introduction]:
Good morning everyone. Get ready, get started to hear. This presentation by Chuck and Terry Warner; Terry is going to be doing the major work here. It’s basically a template and how to endow your program and how to raise money for your program to help inoculate it from being under the gun as we’ve seen many programs are. The main presenter is going to be Terry Warner. I’m going to have Chuck Warner, who is the former coach of Rutgers and now on the ASCA Board of Directors, introduce his brother and talk about the program. Chuck.

[Chuck Warner]: Thank you Bob. Thank you guys for being here. We knew it was going to be an interesting morning with Saturday and college coaches headed home and all that. I’m really glad you guys are here. I wanted to explain a little bit about what we are going to do this morning and then introduce Terry and explain how he got into this. And I’m going to flash ahead a couple of slides. What we have planned is, we have got an hour now and then another hour after a half an hour break. And the first hour is going to be talking about the changing role of the college swimming coach with some entertaining and interesting looks at what’s been and what is. And then creating a fund raising plan of overall, and have a look at some of the options that a college coach can use to endow their program, create an endowment or just raise a significant amount of money. And then this afternoon, in the second half after our break at 11 o’clock, the coaches’ fundraising tactics and details, and then a look at the annual EP&E snapshot of what a coach might be doing each year to endow and protect and enhance their program.

To introduce Terry, I think is worth explaining a little bit of how he got into all of this. He was a swimmer at SMU [Indiscernible] [0:02:17] program with very good success; and always been a good supporter of mine and my coaching since he left coaching which he coached as assistant coach at the University of South Carolina and then as the head coach at North Carolina, Charlotte. And when we found out in July of 2006 that the Rutgers men’s team was going to be dropped, Terry became our biggest best worker at trying to figure out how to change that decision. I was thinking this morning, it was like Woodward and Bernstein working like crazy at this; after about three months he told me he was down to 8 hours a day on it and really it wasn’t Woodward and Bernstein it was deep throat for me giving him information, him being Woodward and Bernstein doing all the other work; but I think out of that, he became a tremendous expert on what’s taking place in the world of college swimming and how to combat some of the decisions that are made over cuts. And this part of the fund raising part is just a piece of a lot of what he has to offer all of us in helping the whole plight of college swimming. So, Terry Warner.

[TW]:
This work okay? Can you all hear me? Okay. I want to make sure I don’t… Again I appreciate the opportunity to talk with you this morning and I appreciate the fact that you’re here, and I know it’s not necessarily the most fun thing to talk about in a way but I think it’s a hugely necessary thing to talk about. For those of you who have not been in the midst of seeing programs cut, and I know John Leonard is… he is seeing his alma maters program go away. I know a lot of you have seen the bits and pieces of it. To see the human part of it is a really sad thing and I think the sadder thing is the fact that most of that, probably not all of it but most of it, could have been prevented in most places; and it’s not that it needed to be or could have been prevented by someone stepping up and giving $5 million or $10 million, obviously that could have solved a lot of problems. But I think a lot of it is simply training swimmers to become the alumni that they should become and then training coaches to have a sort of constant communication with those swimmers and then with those alumni and let them know what’s going on. Because… right now in the medical insurance business in Dallas, and they’ve done that for about 25 years now, and just even dealing with people that are 60-65-70 which is a lot of my clientele and consistently communicating with them on a quality email basis, it’s incredible how much that means to them; and it surprised me, quite honestly. And part of that, especially in the second part of what we are going to talk about, is how you can do that. Again, like one of the first things that, just general concepts of what we want to try to do is how to make your program more valuable. Because just generally anything you’re doing, whether it be your coaching position or whatever else, the more valuable your coaching position is, the more valuable you make it, the more probably money you are going to earn, not necessarily, but the more stable the more highly the people that you work with are going to look at it. So, I think the number one thing is to create value. And then the second thing is to build the endowment fund to fund a significant portion of what you are doing. And just so you know, we’ll make this PowerPoint, if there’s anybody that wants it, we’ll find a way to get it to you. So, if there’ll be some things that get into a fair amount of little details and charts and things like that, you’ll have the ability to somehow get hold of that – just so you know that. The role of the college coach and the fundamental question is, is it enough to coach and to recruit and basically swim fast and go home or is the college coach responsible for leading the way and in protecting and in endowing the program. And I know there are certainly many coaches who would prefer to do the first and only that. Unfortunately in this day and age, that’s a tough thing to do. And the other way to look at it, are you going to be a coach or are you going to be a caretaker?

And changes, I think everybody knows how much… just in the suit issues and the lane lines and the different things that have gone on in the evolution of swimming, how much things have changed, and I don’t think anybody would be trying to teach stroke technique the way you try to do it in 1960 but I think along the same lines especially when you are in the midst of dealing with 16-17-18-19-year-olds or 20-year-olds, sometimes you are not aware of the changes that are out there in the technological world. It can help you do the rest of your business. You don’t want to be like a [Indiscernible] [0:08:17] baker that was doing things the old way, and then they sort of disappeared from the scene. And again, you can either like changes or not like changes but the reality is that they are here. And if you want to serve college swimming, serve American swimming and really serve your school, then there are some things that everybody needs to do to adapt. And we are going to look at a sort of quick little video clip, I’ll be curious how many people in this room know these people.

How many people, just show your hands, do you know who that is? How many people know that? Okay, so there’s a few. And what that is, is Donna de Varona talking in 1965 on Wide World of Sports and explaining the fact that now you no longer have to touch with your hands on freestyle. I don’t know how many people were around in the swimming world when you have to touch with your hands on freestyle. So, a lot of people don’t realize that you have to do that, and that was a huge rule change fact then. And this is one swimmer’s reaction to that rule change.

Yeah, that’s [Indiscernible] [0:10:21] in 1965, he had just gone I think 1:40.14 in the 200 free and set an American Record. It’s actually swimming for the Yale’s freshman coach Tim Barton who was Chuck and I as club coach at the time. But again Don is talking about the fact that he was short and he didn’t like the fact that the rule changed, but at the same time if the rules change you sort of have to make your way and adapt; and I think that’s just like in the coaching world, when things change, you’ve got to make your way and adapt. And I’ve got a lot more detail on some of the things that are here right now if anybody has some interest in… Then again I can get to you later on some things in the NCAA-world that may happen here in the future. But I’m trying to highlight things here, some things that may impact college programs; we all know about these, they are more real today than they were a year ago or two years ago but budget cuts, we know about changes in NCA funding. Myles Brand was very clear at College Swimming Coaches Association conference in Tucson a few years ago that the NCAA basketball contract is going to change in 2013. He thought at that time it would be significantly less. And when we look at a place like a major division where one school they get over a million dollars a year from the NCAAs because they’ve sponsor a lot of scholarship sports. And if that goes down, 300,000, 400,000, whatever, that could definitely impact things. And he thought that it would. Changes in title Nine Interpretation, changes in school leadership – I think from what I understand talking that the lady that was one of the key people who have been trying to keep the Syracuse program alive, simply a lot of what seems like it happened there is you had a hockey person that got to be one of the head people in the school and they thought women’s hockey was going to be a good idea, and that was the least part of the reason that things changed them. If you don’t prepare to change we’re going to lose coaching opportunities, we are going to lose participation opportunities for athletes and there is going to be great damage to America’s greatest asset when you are talking about competing with the rest of the world in swimming. And this is a pretty interesting list of names. I think most of you have heard of just about all of them, but most of them were Olympic coaches, most of them I hear did a lot of great things; the one thing they have in common is they swam or coached the programs that no longer exist. And the thing they also have in common is that they are all in the ASCA Hall of Fame. And I think that’s pretty compelling to see the opportunities again of all these people that somewhere along the line, it might have been when they were an assistant coach, it might have been when they were in their younger years as the head coach, wherever they were, isn’t there anymore. And I had some slides that just… because we are a little bit changing the focus of what we are doing this year that I had last year. But again it’s available to people if you want them. And all the Olympians that were around in ’60, ’64, ’68, ’72 that their programs is not there anymore. And it’s like 30% of the Olympic team. These are other people that are in the swimming community, Bob Groseth being one. Again some other big names, Dave Salo, it was a point in time, as assistant coach, I think it was at Long Beach State that got cut, it might have been one of the other ones, I did my research pretty well on that. But there is bunches of other people that had opportunities that are not there anymore. There is a whole lot of teams that got cut, but I included these mainly because there is a lot of people that don’t realize these teams were ever there in this day and age. When I swam in SMU, a lot of what we did was go swim against Oklahoma State, TCU, Houston, Texas A&M, and we also swim against Texas and some other ones. And the other thing that’s interesting is the people that came out of those programs as swimmers… New Mexico is another one. Rick Black, Doug Russell was at UT Arlington, Chris McCurdy – people like that were all in the Dallas area when I was coaching. They were all the ones that were coaching the club teams and they all swam for college programs that aren’t there anymore. So, again the impacts could be huge.

So, what is the role of the coach in protecting the program. One is as a college coach you can be the protector and the leader, the caretaker. I think it’s real important… and I’m an alumnus of SMU, I’ve done my part and we’ll do more to encourage the coaches there to do some things better. But I think it’s important as an alumnus if… unfortunately if the head coach isn’t doing what they should be doing, you can talk to them about and you may have to sort of go around them and form an alumni organization and go forward from there. And I think as a club coach, it’s very, very important that the club coaches… if you are a club coach in whatever, St. Louis, Missouri, and the college programs are trying to do something and get more people to come to their meets and things like that, you as a college program support that, I mean as a club program support that. And at the same time, almost all club coaches swam somewhere in college. So, hopefully the attitude is not… well, the college coaches have to do this, but I’m coaching kids, so it doesn’t matter, and you are not relevant to it because it’s extremely important that the club coaches are both supporting and pushing. And the coaches and alumni can whine and complain or you can be leaders and just like you would be when you are coaching your swimmers, you can adapt and go forward and prepare your swimmers and alumni for things.

So, creating a fund raising program, the number one thing that I think everybody in this room I’m sure has enough to do and probably more than enough to do – and I think one of the biggest things that you’ve got to do – and I know this has been preached especially from the ASCA world over and over – if you’ve got to be very organized, then maybe organize differently than you are now, you’ve got to develop the proper tools. It’s just like if you are going to have swim practice and you don’t have the pace clock and you don’t have video equipment in this day and age, it’s just not going to work. You’ve got to delegate and find people that are going to help you to delegate. And I think that in certain cases those people may come from places that you would not imagine. Obviously assistants [Indiscernible] [0:17:35] parents and things like that, but it maybe people that are local in your swimming community that can help you in some way, shape or form. And a lot of this is basically based on… Again, if you are going to create value, you’ve got four key audiences. One is your local swimming community, clubs, high schools, summer clubs; one is your school community, your teachers, your professors, your staffs; one is your swimmers, that may seem obvious but I think you can do that in some other ways, and one is your alumni. And in your local swimming community… We are going to just flash through some of this stuff really quickly and get to fund raising, but I think it’s important to be involved a bit so people know who you are, invite teams to your practice. It was very interesting when we did a survey in Tucson and we asked, I think it was around 200 coaches, how many people have ever done a clinic for a local club team for free. Some of them do it all the time but I bet over half the people have never done one. And I know when I was at SMU and even at one point… or after SMU of running a summer club that we had in the summer of 1980, we had a group of like 30 guys, including Steve Lonquest and Jim Montgomery who was there in Dallas at the time, all come out and run a little clinic that Eddie Sinnott came out and helped to run and Coach McMillan at the time at our summer club. And I know some of the parents of those kids that were 8 and 10 years old at the time, they still remember that. And it’s pretty amazing. It does make an impact. And one of the other ways you can do things is host some type of high profile event once a year or so and invite a bunch of people to come. High profile could mean something like Chuck was trying to do with the college carnival, a Rutgers, it could be Yale swimming carnival, but it could be something more modest than that. In your school community, again, creating and entertaining needs. I think one of the simplest to do is offer to do a free stroke clinic for your faculty and staff or people at the school and even as important or more important offer to do one for their kids, because if you’re nice to the faculty, they’ll like you, if you’re nice to the kids, they’ll like you even more. And again it’s an extremely simple thing to do. When we grew at Yale, they had a deal every Saturday morning when they had all kinds of alumni kids that would come in and swim and do like a gym and swim program; and the head swimming coaches at Yale at the time were running that program, and there were hundreds of kids in there. And I think everybody that was in there involved in those programs remember that and feel somewhat indebted to Yale swimming for what they were doing at the time. Put on your calendar to take to lunch a administrator or to take a professor administrator to lunch once a month. You’ve got those people that are helping you in recruiting, or if they’re not helping you in recruiting, they could be helping in recruiting. Just to follow up and sit down and talk to them I think is very important. And again, communicate what you’re doing, good things that have happened, where you need help just event that is going on. We’ll spend a lot more time in the second part talking about emailing.

Creating value with your swimmers: I think from the first year they’re there, you can help train them to be good alumni, because if you try to train alumni after they left it’s harder when they’re in your presence for four years. And one of the ways you can do that is just generally telling them what your budget is. I don’t think there’s anything in most places illegal or unethical about doing that – whether that be $50,000 or whether that be $500,000 or whether that be a million dollars that you can let them know that the university is supporting you. And you might like to have it be more but just the fact that it is what it is, and be thankful for that. And then you can tell them that you’re working with your alumni to try to both secure that but you’re also working with your alumni to hopefully raise more money so you can do more things, and have, it might be, more scholarships, more assistant coaches – a variety of different things. And I think it’s important to talk about how important it is to be givers to your program. And again don’t just start that after they’ve been gone for five years but to tell them… you don’t have to get necessarily… even getting into specific dollar amounts and things like that. I think one of the ways you can let them know that is just let them know the different people that come in that have given money to your program. I remember probably in 1976, ’77, ’78 somewhere there, one of the things that we always would do and probably a lot of you guys do is after your last big leap which in our case was usually MCAs the coaches would always try to take everybody else out to have a nice dinner; and there was different times when within in our program we couldn’t afford to do that. And one of the years after I got out of the school I gave Coach Mcmillan who was the coach at the time, I don’t remember $300, $400 or $500 to take everybody to dinner after NCAAs. And every one of those guys, when I would see them because, I was coaching in the local swimming community, for the next year would always come up and thank me for doing that. So, there was an understanding back through there that people were helping them. And those same guys today are the people that when SMU was trying to build a new pool – not all of them but in certain circumstances – had pledged in a million dollars to do that, and they have the ability to do that now. But they knew even the time they’re were in school, the alumni were there and they were helping them. And I think that was really important. One of the things that Chuck really started doing this year at Rutgers before he left, and I think it’s really a great key concept, is to elect or select a class representative for your class before they leave. In other words, you have a senior class coming up this year and you probably have a captain and everything that is sort of the leader of your efforts this year in the swimming pool, but that person very likely is not the person that necessarily you would want to have or they would even want to do to be the one that you can sort of make a commitment for the first three or four years you’re out of school. I’ll be the one that keeps in touch with everybody, make sure you have the proper email addresses and we’ll communicate with people when you can’t find Linda, you can’t find Bobby or whoever – that you have some person within your team that when they leave, they know that that’s going to be their role. And one of the things that Chuck did back at Rutgers this spring was go back the last 10 years and just get on the phone and establish those leaders for the last 10 years back and found people very willing to do that. And a lot of it is just a question of being able to find people; “Keep me up-to-date with emails,” and then you can talk later about what you’re going to communicate but to have that structure starting to be in place because it’s frustrating when you can’t find people. Creating value with your alumni, explain why you need help. You can look at it one or two ways, if you had your swim team and then the other people left or else you can add your swim program and you’ve got 5% of them swim for you now and 95% of them used to swim for your university but they’re still part of your program. And I think an awful lot of people look at it, “My swim team’s here and these guys are – you know, probably hassle. I don’t want to talk to them all the time or whatever.” But when you want their help, you definitely want them; and not that they can be great supporters but probably they can be around when you don’t necessarily want them to be around anymore.

Give them an idea of budgets: Again, I can remember after the Rutgers, the program got cut talking to the alumni, they had no concept of what the whole cost of things was because the people for the most part, not always but for most part, that have a lot of money to give, they’re in their 50s and 60s and 70s. When they went to school there weren’t any college scholarships in swimming there were very few. So, in one level they know what’s going on because they know what college football is about, whatever, on another level they don’t have a clue. And these are smart people, and they don’t know. And again promote team history: One of the neatest things and probably other people do it, but I’ll mention just because I’m aware it, that Yale does and they can just have a great alumni organization, is they have the 100th anniversary of the Yale Swimming, the 110th anniversary of Yale Swimming and the 90th anniversary of the Yale Swimming. And it’s big, big, big deal. Guys get back, and when they get back, they just don’t very get back for anything. And a lot of them went through… Moriarty was inducted into the ASCA Hall of Fame last year. We talked quite a bit with them about that and it’s just – I mean, they have their program like you would be almost going into a football game or whatever and they have a lot of neat events around it, but it’s something that really look forward to. And it maybe that you celebrating a national championship, I know at Rutgers they did that where they had a banquet a few years ago to celebrate – I think it was, whatever, 1976 or whatever that the women won.

[indiscernible question from the audience]

[TW]: Yeah, or 35 years of Women’s Swimming, and things like that. Promote and communicate your successes and have different alumni events schedule whether it be [Indiscernible] [0:28:03], parties at football games or meets or dinners or… just different things that you’re doing with your alumni. And again one of the things, and I’ll be repeat that several different times through the next hour or whatever, but one of the things that really can be great that the College Swimming Coaches Association of America and ASCA I think can do is if we can somehow get all the good alumni ideas that people are doing and get them into a central place. So, if you sort of at a stale place that you can’t figure out what to do, then you can have about a 100 suggestions you can look on online and figure out maybe this would work or maybe something else work. One of the things that we did in the middle of the Rutgers situation was created a little flyer, we did it probably in half an hour by email, is what does swimming at Rutgers mean to you. And email that out to the alumni list. And we had a bunch of quotes came back, and took one of the girls that used to swim for Chuck, took about the eight ones that she liked the best and put in on a little flyer; and there were some really neat things that probably as a coach you never would have thought that would have come out of the mouth of one of the swimmers that was there 10 years ago. And we basically copy and pasted it on to an 8 ½ by 11, emailed it out and just use it as a promotional piece. But it’s something that literally costs zero to do and can be a great reminder to alums of what the program meant to them and it also can be a great reminder to them that because they’ve met that much to – maybe they should help support write your check. More alumni ideas – I think one of the biggest things is to think long term, and I’ll talk a little bit about that in a minute, but communicate monthly or quarterly, encourage alums to get involve in school leadership. It’s very hard to have your program cut, if you got a swimmer on the Board of Trustees or the Board of Governance.

I think that probably 15 or 20 years now, SMU cut men’s track, and at men’s track, it won a national championship two years before. And there’s a variety of reasons that they cut track as opposed to something else, but one of the reasons that they would not cut swimming, which would have been a viable option at that time was number one, there was a bunch of alumni that were involved in different ways giving money or whatever; but the other thing was when the Mustang Club which is the sort of the fund raising organization of the Athletic Department, their top organizer and top fundraising like 10 years in a row was the former swimming coach. And he wasn’t doing it through former swimmers, he was doing it through other SMU alums that he had made contacts with; and he’s been retired now 22 years and he is still doing that same thing. It’s very hard to cut your program when you have key swimming people involved in the higher parts of the university. And one of the key things is to ask for money. And I know if… I one point in time when I was 30 years old and helping coach college programs, to be honest I’m not sure that I would’ve been well prepared to ask somebody for $250,000 – you know what I mean; I mean, it’s just your mindset there in a different place, but I think that’s one of the things that’s important to learn how to do. The other thing is encourage an alumni organization. And again, you may have a great one or you may have none. And again, there are some ways that we can get out some information about different ideas to do that. Yale University has an alumni organization of about 1500 people that misses swimming, and they pay to be in the alumni organization. They started out like $50 when they’re just out of school and they get it up to a $150 or $200 or whatever. And that’s just to be part of the Yale Swimming Association. And they have a guy that’s been in charge of that for about 30 years, and they sent out some great newsletter and do a lot of great things. And then there’s a whole lot of different forms and shapes that it can take, but there’s some people that have great organizations and again there’s people that have none. One way to do it is you can have a great leader, go from the top down like John does at Yale. And it’s interesting, just to give you an idea – he’s the President of a fairly significant manufacturing facility in the New Haven area, and every time I get something from John or I need something from John, it never comes from him, it always comes from one of his secretaries. So, he’s up there and he’s the President of the United Illuminating in New Haven and apparently he’s got like his executive assistants, one of their duties is to communicate all this Yale stuff. I mean, he’s built it into his company. So, there’s people out there that… it really was surprising to me how much they’ll sort of set aside 5% of their business staff to deal with alumni matters; and I think a lot of schools have people like that. And again, in another way if you don’t have someone like that or someone like that doesn’t step forward, is to do it sort of from the bottom up where you’re taking a class leader here, or class leader here, a class leader there and see who develops out of that. And it maybe for a while or forever you have to be the alumni head, which is okay. It is just that I think that you’re going to find people that would like to do that and like to have a role in that.

I think an important way to plan alumni contacts is put it in your calendar just like you would with having practice – I mean, if you’re going to practice three to five every afternoon or whatever, it might be the first Monday of every month from 11 o’clock to 12 o’clock, you and your staff are all going to call, pick up the phone or email or do something and contact the alums in your program. Maybe people you don’t know, you’ve never talked to before but to set it up in a calendar is really, really important. And then have people call, have people write, whatever, tell them about what you’re doing, ask them how they’re doing. And one of the things that you can do even if it’s 30 minutes just tell them you’re going to have a coaches meeting at 11:30 and then you are going to talk with all your people that may have spent just 30 minutes on the phone or emailing people about what you found out. And one of the reasons I say that is that’s the way to control your time. If you have an assistant coach that’s on the phone with somebody at 11:20 then they can sit there and legitimately, honestly say “We’ve got a coaches meeting at 11:30” and that’s an excuse to get off the phone, and sometimes that’s important to do.

Necessary tools that you’re going to need is an alumni email list, local swimming email list, school community email list and then probably an alumni sort of a part address list. The perfect scenario, just an example to me, if you got to meet against certain team on Friday night is that you got an email list of every high school coach, every club coach, every summer club coach in your area, and you’re shooting them out an email saying “We’ve got this meet going on. Please bring your swimmers and support us.” And one of the other key things to have is ‘Thank you’ notes and I’m not talking about emailing people thank you, I think that’s absolutely critical to put a note back to people in the mail. And we’ll talk more about that later. And I think those tools, those email lists are just as important as having a stop watch and having video equipment and all those type of things. And one of the things if you don’t have that email lists world setup, it’s so much harder.

Why fundraising matters? One is that it shows you and your alumni value your school, and the other is when it comes time to look at cuts, leaders will look who is supportive to different programs. I know that… as an example when Greg Warner whose program got cut in Ohio a couple of years ago, the men’s program used to swim for me at one point in time, and when I asked him what his thoughts were on that, one of the things that was brought up, and you’ve heard this from multiple different programs, is that if you guys that had 500 or 600 swimmers that were giving – and they probably had well over a 100 alums – but even if they were given a $100 a year to the school, not even necessarily to the swimming part of the school but the school, then we can have sort of some hope that maybe they’ll give 200 someday or 500 or a 1000 as they get older, but when you don’t have alums that are supporting your school then a lot of people that are on the Board, and we heard this at Rutgers very directly, they’re like, “Well, you guys don’t care, why should we?” And as somebody that’s leading – I you’re on the board at Ohio or the board of Rutgers and you’re running your business basically probably on your own but you’re also sort of running a business and the school, that’s not a illegitimate way to look at things. Now if you got these 1000 people.. and one of the great things in the swimming community is that you sit there and everybody wants to talk about how great swimmers are and all this stuff that is done that it’s done for the lives and now they’re organized, they’re productive, they work hard, they do all that -which is great. But if they do that and they went to University of Texas and they left and then they never gave anything back to the University of Texas – there’s a lot of people at the University of Texas who couldn’t care less; and that’s not an illegitimate, it’s nice that you have publicity, you took advantage of our resources but then you left and you didn’t support us back. I mean, there are a whole lot of people that think that that’s just ridiculous that alums would do that because part of it is, you’ve got football alums and some other alums and they’re supporting in every which way. Whether an endowment can provide and you may well be familiar with numbers like this or may not, I’m not sure, but if you have a million dollar endowment fund, usually you’re going to get 4.5% out of that a year if they want to keep the principle in place, but that’s pretty much standard. It may be 4% or 5.5% at different places. You have 3 million; you’re talking about a 135,000.

Fund raising: one way to do it is from time to time you try to get a lot of money given from different alums; and I think another way is create a system that’s very simple that you can repeat year after year after year so you don’t have to make it difficult. And the dangers of doing things inconsistently that every four years we’re going to get on an endowment debt is that to a lot of alums it communicates that is not important because what you’re going to have happen – and some of you probably know this, maybe all of you know this – that there are groups out there that always are asking for money. I get stuff in the mail all the time, asking for money from different places. And if SMU swimming isn’t asking me for money, I’m figuring, it really doesn’t matter to them. And I’ve known Eddie [Indiscernible] [0:40:26] for forty years literally; and I talk to him all the time. But if they don’t care enough to ask for money, I figure it’s not important enough for me to give them money. And then you may think that’s awful. But that’s just reality. And I think it just communicates that you don’t need it or it’s not important enough for them to ask [the loss] [0:40:46] of giving when people have opportunity to window when you’re not asking. One of the things that we saw happened when SMU was close to getting enough money, pledged to build a new pool about three years ago, that about 4 million of the money that was pledged were from people in the home building business. And they had a lot of money to give right then. But that whole plan didn’t come together then, and now they don’t have that money anymore. And they’re people that made a ton of money in the technological boom back in the late 90’s or early 2000, and they’re a people that made a ton of money for a year or two a couple of years ago when the oil price was $175 a barrel, and they had money for a while, then they don’t have it anymore. They might still have it, they might be wealthy still, but they have the window where they had a lot… and they also might have had a window where they had a whole lot in one tax year, and for them to give it to you that year was not going to cost them that much. So, they would have felt very comfortable about doing it, but two years later it just wasn’t the same situation. So, if you’re not consistently asking and they don’t consistently know that you need it, then you’re going to lose out on some great opportunities to do that. One of the things that we found out about, probably nine months after Rutgers got cut, one of alums that was pretty involved in things told me that he went to their ball game – this was probably in March – and [Indiscernible] [0:42:17] been cut the previous July or sort of fighting back and forth with people within the school leadership for the next 7, 8, 9 months. But one of the guys that was alum said he ran into – I forget his name, but he said, “Larry, at the ball game that they were out in Houston,” they played I think Kansas State, and he said, “Larry told me he sold this company last year for like $50 million. I was like, “Did you ask him about giving some money to help the swim team?” He said, “No, I should have done that.” And Chuck ended up talking to him, and several other people did in the next month. And this guy had just made arrangements to give like $15 or $20 million to the prep school he used to go to. And had Rutgers sort of have been consistently in the door at the right time, that money might have gone to Rutgers. And so you just don’t know what is going to happen in so many different scenarios. It’s pretty amazing. And again, people will make other commitments. Even if it’s little things, if you’ve got fairly young people that you’re giving $100 a year for the March of Dimes and $100 a year for the church, and they get up to, say, 30 years old, and you haven’t asked ever for money, and they’re sitting there, well, now it’s not just the question of giving a $100 to Rutgers or the Yale or to Syracuse , it’s a question of I’m going to take the money I used to give to the March of Dimes when your school never asked for, and now I’m going to give it to somebody else.

So, fundraising must… I think part of it is you’ve got to set clear goals, the dollar amounts. It’s pretty hard to just say we need money. You need to say, “We need money specifically for something.” It’s also a really good idea if you at all came to arrange with your school exactly where the money is going to go. In other words, if you’re going to give it to endowment, and it is easier to do, the more money you walk in the door with; and you can do it specifically where you’re saying we want it to go into an endowment for men’s scholarships or for men’s coaching – the headmen’s coaching job or whatever it may be. Again, that’s easier to do; if you walk in the door with commitments for $100,000, $200,000, $300,000 – if you walk in the door with commitments for $1000, they are probably not going to be real flexible with you. So, you set goals, you create a plan to reach your goals, you celebrate your accomplishments and then you evaluate what worked and what didn’t work. That sort of the simple way to look at things.

And a clear goal; again it might be 3 million dollars to endow a coaching position. It might be 5 million to complete the endow of men’s swimming scholarships. It might be the raise $50,000 the first year, it might be to involve 150 alums at $100 or more. But come up with a goal and then come up with plans to reach those goals. And one of the key things in goal setting is involve alumni leaders. And at the very least, ask them for input. If they don’t care enough to give input, then it’s hard for them to complain back. They still can, but it’s hard. But if you’re going to sit there as a coach and say this is what we’re going to try to do, and you’ve never really sat there and talked to any of your alums and gotten their blessing on it, it makes it much, much, much harder to do. Because the reality is, you’re going to have… if you’ve never been involved in fund raising in a significant way, probably you’ve got 5, 10, 15, 20 alums that have been. And another one of the people that I got to know in the Rutgers situation was a guy who’s probably maybe best able to head up a fund raising effort. And he said that the reason he couldn’t do it then, he was in Baltimore, he’s in the insurance business, but part he was leading a campaign to raise like a hundred million dollars for some charitable hospital. And that’s what his focus was for that two or three year window. But when Rutgers got cut, he was in the middle of that. He didn’t have the time or the focus to be able to do that. But in another time period, he would have been glad to do that. So, again, you’ve got to take the alumni when they’re ready to go sometimes, and take advantage of that. Again, strategies to achieve goals, educate people basically, have consistent professional communication, do some type of special event. Again it might be a swim meet, but the other thing, again I think other schools do but I thought was really intriguing to me is one of the things Yale does, is they have a career day where you have all these former Yale athletes come that now work for such and such a firm at Wall Street or whatever. They have a bunch of them that apparently come there; and then they have all the present athletes come in and go meet with them. So, you have an alumni swimmer or alumni present athlete communication going on there. You have the alums involved, you have the swimmers involved; it really doesn’t cost anybody any money to do, but it’s something that apparently is a really big deal. And I know some other schools do that too. And I think there are ideas out there and more that you can create something that might not even be really a swim meet, but it can be some event that could be really significant.

One of the concepts that occurred to me through all of the fund raising world was the concept of a thousand dollar classes. And one of the reasons that this occurred to me is as I sat there at the time where Rutgers was cut, and I started thinking what would have happened if when I walked out of SMU, if our class started giving a thousand dollars every year and then the next class started giving a thousand dollars every year and then the next did; which a thousand dollars was more back then but it’s still for eight or ten people that are graduating, we could have easily done that. And how would that have looked? One of the reasons as more I thought about it, it was very intriguing to me, it’s very simple, it’s very repeatable and it’s sort of a consistent program that you can do and build on. And I think in all the fund raising stuff, it’s very important to have something that’s simple and easily repeatable. And you can report it to alums and basically put out on an email that these [Indiscernible] [0:49:16] classes have made their thousand dollars, and these other ones haven’t – however you want to do it; you can make it into a little contest. And one of the things you can do is teach them how the money grows over time. And there are people, when I mention this to them said that a thousand is too little. And the way I would look at it, it’s a minimum standard, and maybe it’s 2,500, maybe it’s 5,000, maybe it’s 50,000, maybe it’s 100,000. Maybe you call them brown classes, silver classes, gold class if there’ll be a class that gives 15,000 or 25,000. You have some type of idea like that. When we talked about this with the SMU coach, it’s about a year ago, which they didn’t want to jump into the middle of this only because their first priority is raising money for a pool, and so they want to a little bit hold off on that, but their thought process was that they’re going to tell their guys like the first five years are out of school a thousand dollars a class is okay. “We’d like you to do more but that’s okay. The next five, maybe it’s 25,000 as you’re making more” – and stuff like that. So, there would be a progression as you get older and you have more money. And this is what would happen. And again, the stock market’s done weird things in the last few years. But if you’re sitting there and you’re getting 9.5% on your money, which has really been the history of endowment for the last 30 years – and I’ve done some pretty good research on that – and you use 4.5% to fund things; and the way I looked at it is, for our class, if you go down to the bottom, and give it a thousand a class, and every class thereafter had done it, we would have 1.2 million dollars in an endowment right now at SMU for swimming. And that would not have gone back to any of the classes before that. If after a ten-year period and 64000 and you… The interesting thing is as the years grow, you can see how the bars get bigger. It really does make a big, big difference when you start putting years on top of this. Some people might say, “Well, when you’re starting with this little amounts of money, that maybe our school won’t care.” But I think the fact that you’re actively doing something and the fact that you’ve got a lot of alums participating, I think is huge in any university.

This is what would have happened if we had included the 20 prior classes. In other words, I graduated in ’74, if we had gone back to starting in 1954 then at this point we’d have 3.2 million, and that’s with no class ever giving more than a thousand dollars. And then if you included the 40 prior classes, that I think there’s a lot of schools these days that can do that. After 35 years, that’s 5 million dollars. And again, that’s without major gifts. And there’ll be major gifts that show up along the way. The reality is, if you’re not asking, somebody else is asking for money, especially at the end of the year. I think one of the things that really should be a key thing in the swimming world is something happens in December where all the coaches, all the college programs know, you send out money, and we can get like a form template letter that will instruct people that you can either give a thousand to your university or, in a lot of cases, you can give $350 to the IRS, and you can keep $650 – because that’s the reality of the tax structure in the United States. And if you’re not asking for money in December, I can promise you, I get like 30, 40 letters from different groups that are asking for that money. And if you’re not doing it, then, somebody else is.

I don’t want to imply that this means that you don’t ask for larger gifts because I think one of the things that happen when you’re consistently asking for little bits of money, you’re going to have people come up, and you can always communicate the need – ‘When you’re in a position to do more, please let us know.’ But as I know that Chuck found out at Rutgers and other people have found out at other places, it’s sort of discouraging for an alum to sit there and be thinking about giving a $100,000 when they know nobody else is giving. You know, it’s like, “Why should I give my money when no one else is helping?” And there’s definitely some element that I’ve seen there in Rutgers and other places.

Reporting the results I think is very, very important to report back to your alums. I think if you get started on something like this, the first thing, and most important thing to do is set an example yourself and become a class with yourself or become a class with your coaching staff or align with some alums if you don’t have the money to do it that way. And we’re going to talk a lot more in the second part of that exactly how to communicate all this information out. But I think it’s really important to be an example of doing that.

And be persistent. If you get five classes the first year, or however you want it designated, maybe you have a 100 give or 30 give, but be persistent. Anybody that’s done fund raiser, anybody that’s done any of this kind of stuff, it will not go probably according to your plan. It might go nothing, nothing, nothing, and then a big boost or it may go in some form that probably is not your perfect model. But be persistent. Don’t be afraid to fail. If you’re doing the right thing, then just keep going and ask for help. And develop a support group for fund raising where you can… whether that fellow coach or alums or whether it’s people at ASCA or College Swim Coaches Association where when you don’t know what to do when you need help, whether there is somebody you can get in contact with, just like you would in the rest of your swimming coaching, if you have problems and you don’t understand how to deal with something, there’s somebody helpful you can go to and ask for help.

And I think the final thing or the second to final is celebrate. Plan some event to celebrate what you’re doing. It might be a dinner or it might be something just extremely modest, but don’t not celebrate successes. And then the last thing is to evaluate what you’re doing. To set up a system where you can go back and ask questions – ‘Did this work or didn’t it work and why didn’t it work?’ And then go back at the end of each year or maybe in the middle of each year. And then there’s some other evaluation questions right there. And we’ll get into more of that in the second hour. But, I think in summary, it’s important to be a leader, it’s important to think long term, it’s important to set goals and it’s important to set a plan to reach those goals – no different thing you’re doing when you coach. But it’s just a different element of what you’re doing.

We’ll stop there. I appreciate your time. And again, one of the things we’re going to try to do in the second hour is have a lot of time for interaction, to hear back from people, and to be able to stop and to go and say, “How do you need help? What do you now? What can work, what cannot work?” “And basically how can ASCA help you?” How can the College Swim Coaches Association help you, because there are elements you’ll feel comfortable doing or maybe other elements you don’t feel comfortable doing and need to figure out what the ways are that we can figure out to help people get things done that you are trying to do. I appreciate your time. Thank you.

[Part 2 introduction]
…. I think the point here was that times have changed for swimmers. Times have changed for swimming coaches. So, you got to take advantage of new opportunities, new suits, new caps, new lane lines, new ways to swim fast, new ways to coach better and do things the old way with green stamps and with Coca-Cola that was [Indiscernible] [0:3:26]. And one of the ways I think to look at this whole subject that Terry presented earlier, we’ll get back into right now in a couple of minutes in more detail, is what would it look like as a college swimming coach or for that matter a club coach to just take two hours out of their week to commit to fund raising or program security; and it might be a simple as thirty minutes to meet with staff or staff supervision. That might mean talking with an alumni leader in delegation. Thirty minute phone calls with an alum, maybe on the ride home from practice or the ride to a meet or ride to a grocery store. And then sixty minutes – that one week might be a lunch with somebody that’s significant to the university or an alum or it might be sixty minutes to spend on communication, drafting a newsletter, email – that sort of thing. I know all the years that I tried to do things to help ASCA are the best years – my most productive years where when I knew that I had a couple of hours on a Wednesday that that was my ASCA time. And I just knew that that was when I could open up my mind to that stuff. And I think it’s hard as a college swimming coach to have a mindset toward coaching people to go fast, recruiting, the administrative work that’s tremendously taxing and somehow within a week we need to plug in this part as well. And I think during that time creating an e-mail database, communicating professionally, communicating consistently and developing alumni leaders and special events are things that Terry could probably talk about as much and more than I can. But I think it needs to be that we had a three-pronged attack; actually once upon a time a two-pronged attack. The old days, it was just coach people to go fast and recruit. And then it became the burden of administration added to it. And I think coaches need to accept the fact that there is a fourth peg nowadays, and that is the security of the program for the future. And it’s a big task to swallow, but a little bit every week, it could be done very well. Back to Terry.

[TW begins]:
Thank you, for the meet. Let’s go on to the next one. When I said e-mail database, how many people is that language familiar to? [Indiscernible] [0:6:16] saying that. Because one of the things, it’s a little bit hard to know and [Indiscernible] [0:06:21] ask questions as we go. I met with very different people [Indiscernible] [0:6:26] because I know, like I said I run my own business I mentioned that earlier, and where I was a year ago and where I’m now is totally two different places in terms of being organized in that respect. But why have an e-mail database? It’s very inexpensive, it’s so much different than having to write a letter and put it in the mail to 500 alums… for those of you who’ve never sat down and never done that, it’s just heck of a lot easier. It’s immediate, it’s targeted and it’s really, really easy. There’re companies… does anybody here use any type of e-mail company, marketing company where they send out stuff? Anybody do that? You guys do? You use what? Okay. You guys do [Indiscernible] [0:7:19]? Okay. And this maybe going back before… you guys may know some of the stuff at the beginning, I hope that you do. I hope I’m insulting you but if I just spend a little bit of time on it, If you use an Outlook then you can use different things. But if you use an Outlook all the basis what you need to do is put everybody’s e-mails into your contacts. And then at that point you can go in and create a distribution list; and I have one for Sunday morning Bible study, this is an example. And you put in there, Sunday morning Bible study and then I’ve got whatever, 600 people amount with data base and you go in and you click on that button and you go put these 9 people on that e-mail list. And you get it in there. So, when I e-mail to them, all I’m doing is e-mailing to Sunday morning group, I’m emailing to a Wednesday night group; [Indiscernible] [0:08:29]. How many people are set up to do that right now? [Indiscernible] [0:8:40]. That’s one of the things I think that’s extremely important to do. And I think, as I mentioned earlier, in the perfect world you’ve got a list like that of all the club coaches, all the high school coaches, all sort of the local swimming community people. So, when you’re having a meet or you’re having some event, that you can click on one e-mail to the local swimming community and you can reach everybody you’re trying to reach. And that’s so important to be able to do the same thing – to have an alumni list that looks like that, school administration list that looks like that, faculty staff, whatever – just to let them know what’s going on. So, if you go in and you’re getting inside you’re going to run a faculty clinic or whatever you’re going to run two weeks on Saturday morning from 10 to 11 then you can send an e-mail out and invite people and be able to do it that way. But all you have to do is select members; and it’s a very simple thing to do in Outlook. If you don’t know how to do that, I guarantee you’ve either got a swimmer or a former swimmer that can sit there and do that. And one of the things that I think we probably almost all of us we must have some computer guru people here which maybe you realize that if there’re stuff and you can’t do it, maybe your 12-year-old can do it better than you. But there are so many great tools. Again I think these list a really important to have where it’s real simple; and part of it is, you don’t necessarily need to be sending out emails to somebody which lets them know who you’re emailing. To get the [deals] [0:10:24] and I get them from a lot of people, it’s got 300 emails on this, of all these different people that, then sometimes it may be just junk, you shouldn’t be giving out that information to people, it’s not probably a huge big deal but we see that all the time.

And again the way I do it, I know there are different ways to do it, as I always email it to myself. Click on cc and then under cc I insert the distribution list. So, when it goes to everybody – and I know there are other ways to do that that maybe better – but when they get it, all they are doing is seeing the email, they are not seeing the fact that I’ve sent it to these other four people or these other 400 people, they just don’t know. Again, you create and you send an email. What to send? Team outlooks, certainly, fundraising, plans, teams and alumni events, alumni newsletters. One of the things we struggled with a little bit in trying to prepare some of this stuff is there is only certain things you can show well on PowerPoint. And there are some newsletters that we’ve seen in the last year, and Yale does a great one and I know some other people with really good ones. They have to be really good and I know we can do this to get them like it and ask our college swim coaches association up online so you can look and see what people are doing; because it’s really hard to conceptualize what’s good. It’s the same way in swimming. If you want to learn how to swim a really good 100 fly, you might want to go watch Michael Phelps or have your kids watch Michael Phelps. The best 100 flier you get to watch is a guy that goes 106 [Indiscernible] [0:12:05] fly. I mean, what’s your model. So, I think it’s the same thing that we really need with the Coaches Association to provide models for people. Alumni newsletters; again, if you expect alumni to get involved, communicate what’s going on with them and let them know. I would say at a SMU hall of fame dinner about six months ago, it’s just people at the athletic department hall of fame and they are always with 10-12-15 swimmers that most of them I haven’t seen in a while. And they were just, they are hearing different things about what was going on with an ex-coaches’ life, different things that were going on. And they hadn’t found out because it hadn’t been emailed to them by the coaching staff; and I can tell you it was not appreciated if that information was not shared. And it wasn’t anything it was trying to keep private, people weren’t organized, they didn’t think it was important to send it out. But I think that different people have stuff going on in their lives and I think it’s important, and I’m not talking about money and stuff like that, but just to be supportive, the less people know what’s going on.

Using a web-based email marketing list, and there are multiple ones out there. I’ll show you some little examples here in just seconds. But the first thing you do, it’s very simple, you choose one, I use in my business something called Constant Contact. And you upload an email list from outlook, it’s something, if you somewhat know what you are doing, it takes about 30 seconds to do, if you don’t too much know what you are doing, it might take half an hour, if you have to get on the phone with them [Indiscernible] [0:13:50]. And then you can create a template or a multiple templates where you have a banner going across at the top which will show you some examples. You create and send emails, it will report to you how many of those emails have been opened, and then that cost about $150 to $400 a year. I’m not selling those services – I think they are great; I don’t to give you an impression that I have some financial connection there, because I certainly don’t. And it’s sort of interesting in just different things and even in talking to people in the last day or two. And we were talking to John Leonard about using one of those services early in this morning, and I mentioned several of these different things. And as soon as we hit the report how many were opened, that was like a huge big deal to him which wouldn’t have occurred to me that that was a huge big deal to. So, the there are different points that are really important. So, what I’m saying is, if you send an email out to 500 people, its not going to tell you that Joe Jones opened it and Joe Smith didn’t, but it’s going to tell you that 63% of the people opened their email. So, you have an idea of who opened and who hasn’t. What? Yeah. Here are some of the services – and I’m not going to sit there and tell you that every figure up there is identical today because they tend to change day to day. But and there are some other ones too. Again I think this is something I think hopefully the Coaches Association will get involved with it; and getting counselor contact which is what we use in my business. If you have up to 1000 contacts, I think yearly they’ll just change itself up to 500 contacts. Then they’ll charge you $15 a month, I think if you do a year at a time, that’s $150 for the year literally. And you can upload those contacts into their database, very simple thing to do; and [Indiscernible] [0:16:01] is one that I’ve got friends that use, they really like it. And there’s a variety of them out there that are very good. But what is amazing is, even if you are up to 2000-5000 contacts, you can send out however many emails you want to in a month – at worst case, $50 a month. It’s a very simple setup. Who is going to do this? If you need to do it, do it. I’d say even better, delegate it to an assistant coach, delegate it to an alumnus, delegate to somebody in your school administration or if you can and need to do it yourself, it’s fine. I have somebody that works with me that does it all. It’s a great set up. My role it is she sends me a simple email of what she thinks I want to send and we spend 15 minutes going back through what I think is good, what need to get changed and it get sent out. And here is an example of this is what Yale sends on the top of your banner out there. So, you get an email in the top, whatever, two inches might be that put across the top. That’s what we swerve across the top when Chuck was viewing his college carnival at Rutgers. This is what I have, it’s real simple; that’s across the top in my business. That’s just another example what Chuck [Indiscernible] [0:17:31] what he uses across the top. So, you can have something that’s really good and professional looking across the top. And when I talk to the people at Constant Contact, I think they will charge like $50 or something like that to help you work something. If you can do it yourself, fine, and ours we did it ourselves. But like $50 to help take a really good deal that you’ve got maybe off your school website or something that puts across the top [Indiscernible] [0:18:02] or all state swimming or whatever and they’ll work with you, so that’s going to be sort of the top thing on all the emails that you send out.

And before I move on to that, one of the things that’s pretty interesting is what it also will do, on the Constant Contact again that I use, is it will time it; so we have like a meeting that we are hosting in two weeks about some medicare stuff. So, we send out an email two weeks ago about it to all those that are clients of ours and then there is another like reminder email that is going to go out next week and then there is another reminder email that’s the day before the event. And we did all that at once, and it’s timed. So, the first email went out the next day, the next email will send out to go, whatever, September 3rd, then the next email will set out to go September 8th and it all sort of got lined up to do it in advance when you have a little bit of time. So, it’s not like you have to sit here and do it every time you’re going to send an email but at times it’s out there. And it tells you again how many people have opened it and like 10%, some of them go for more details than that. And it will give you different templates to just fill in so you’ve got a text box here that has this and something else that has this much space. And one of the things that… when I talk to them, for instance, one of the things I’ve talked about [Indiscernible] [0:19:36] we’ve talked here to John Leonard about would be if we got ASCA or whoever to setup a deal with Constant Contact, as an example, and get you some discounts or whatever by doing that and have maybe 6, 7, 8, say, four [Indiscernible] [0:19:56] letters to do with fundraising or to do with alumni contacts. And if they did that and then [Indiscernible] [0:20:07] signed up through ASCA on that, immediately [Indiscernible] [0:20:09] swimming signed up on that, those form letters get downloaded into your source of materials that you get to use. So, if they can do it, so we could take some templates and just immediately get in there. So, then when you want to write – you can certainly write your whole own deal, but if you want to take something that’s been sort of pre-written and change words here and there or whatever, use different parts or cut and paste different parts, you could do that. So, there’s some really, really neat tools that people can use along those lines.

One of the other interesting things about it was that I asked them that if… we’re talking at the time ASCA, if ASCA has got 7000 members and reduce [Indiscernible] [0:21:06] College Swim Coach Association. But if you went in and you got 500 people to do it will they, number one, give you a discount and will they, number two, hit back like $2 per member to the association as a fundraiser – and which they would do all of that. Then they would discount things, and we talk to them about, “Can you do maybe like a conference call on doing banners with all the members of that association?” And they’re like, “Yeah. We’ll do whatever.” They’ve got their little computer website off in the sky somewhere and they would love to get involved where they can go out and get all these people involved and help instruct them on what you do on different things. At least the people that we work with at Constant Contact, if we don’t understand something just call them and they’d do it. And even with Chuck’s deal that we sent out that had this at the top of the conference carnival, we sat there and did a good e-mail in probably 15 minutes; we forwarded it on to him, then he sent out to all [Indiscernible] [0:22:08] which I think was pretty helpful to get out to people. So, you can do a lot of really neat things and make it very, very easy to people. Because again something with a good banner up top… I mean, to me if I’m getting this versus – no offence to anybody here versus – something from you that’s just all black and white, to me that denotes something. And Yale’s got a whole bunch of different links on there where they’ve always got a bunch of pictures that somebody took where you click on here and you get a bunch of pictures of the last meet. And you can click on where you’re sourcing video clips of the little interview with one of your swimmers or the coach or whatever. So, the whole lot of really neat stuff, it’s simple. But just to get an idea on a fall calendar, I think in mid September to send out a team Outlook calendar just letting people know what’s going on. And again that we can make this PowerPoint just so you know available to everybody. And so, you can get the hard copies of this or something, if that is going to help you. But asking for alumni input on fund raiser – again, I’m just using my example of being an SME graduate. I can look on mine and I can see they’re meet schedule when they get it up. But they also should be able to e-mail that to me. And I can sit there and the other thing of course you can do in this world, and I’m sure people use it, I don’t know how to do this part of it but I’m on the recipient end of it and I’m sure it’s not hard to learn, is you can sit there and send things in a format where they click on it, it will add it into the Outlook calendar which is the perfect way to be able to do things. And that’s one of the things probably everybody ought to learn how to do. So, as soon as you click on the fact that whenever [Notre Dame] [0:24:04] has a meet on October 7th , all your alums can click on it, all of the sudden it’s in their calendar and people are going to remember better to do it. Mid October, set up fund raising goals and a plan and then, say, periodically every two weeks send out team results and update. And again it’s very, very easy to do if you look at your database there, and you’re just clicking on the alumni database and sending up some meet results. Then early December team recap, end of the year, fund raising push, emphasizing tax deductibility. And again I think that’s really huge. How many people here get like ten or more letters in December from different groups asking them for money? Just $10, $5, and then other people do but some of you may not. And if you don’t, just realize that many of your alums that gives money are getting those same letters. And I know I said this earlier, if you’re not asking for money, there’s going to be 20, 30 and in their case probably 5, 6, 7 organizations they’ve given money to that are asking say, “We really need some more.” And if you’re not asking I just think you’re giving away money because some people will give some. Maybe you send out an e-mail to 400 people with a really nice one and maybe 6 people give money that wouldn’t have otherwise. But that’s fine. And so when Bob and I were talking at the break about… John Leonard did mention after the last hour that the one most maybe key thing that really got his attention was, “If you don’t ask now the money might not be there in the future.” And Bob was talking about some alum, he got in that situation that we’ve just almost give it a month later, two months later, three months later or whatever. And all of a sudden the money weren’t there. And if you look back into 2008, for a lot of people, all of the sudden a lot of their money sort of disappeared; and for people that thought that because the stock market went down 30%, 405, 50%, and a lot of people that might have been thinking they were going to get money and have a lot of money all of a sudden didn’t. If you’re coaching swimming – and no offense to that but I was in that bubble at one point in time and sometimes you like get in a bubble and you’re coaching swimming and the rest of the world is going on around you. That 2009 a lot of people made a lot of money and a lot of people invested money in early 2009 and the stock market went up 30%, 40%, 50%. And you might still be thinking that, “Oh, people are really hurting.” But then again every big program had 20, 30 alums that could have made a significant amount of money in 2009. And if you didn’t ask at the end of 2009 then we’re going to have a choice, did they sell something and get X amount of tax deductions or not. Especially the end of this year, if they really don’t change some of the tax rates that are going up there and capital gains; I mean, they’re talking about if you had made a 100,000 on stocks over a period of time, right now at the end of this year you would have 15,000 in taxes. If things stay as they are for some people, next year you’d have to take 40,000 in taxes. Now, if somebody can sit there and take a 100,000 that they were going to make and give 20,000 to you and only pay 15% whatever of the remaining 80,000 that’s really good to be able to do that. And just to be thinking in those terms and send something out – and I really think that something on the association-wide basis that there needs to be a template that these are roughly these tax consequences. So, every swim coach in the United States doesn’t have to make their own letter. And you can take it and take that part of it and insert it in there and you can put your own letter around it – but to have some sort of things like that on them, and have somebody just to write something that makes sense. Winter and Spring, mid January, the results of the end of the year giving. I think it’s rather important, if you’re going to ask people for something let them know what the result was. Again you’re talking to adult 30, 40, 50, 50, 70, 80-year-old men and women. If you’re saying, “We asked X amount of people to give a $100 each in December,” I think most people that you said something to they would want to know the results of that. It might mean that you had just terrible response and you’re disappointed that only 2 people gave; and maybe that means some people next year are going to be thinking, “Wow. I didn’t think it was that important. Everybody else is just going to give, so why should I?” Or it might have been that it was great and you’re excited about it, but I think it’s important to let people know a result.

I think one of the things that, it’s going to come up in just a minute also, is it’s a great time to write Thank You notes or something – and in some of the later slides we’ve put in there – because you’re sitting there, your kids are back in school, you’re doing winter training trips or whatever. And one of the things we learned from Yale is – again I use them as an example – they just do some great things in communication and some other areas. For every alumnus that gives, a swimmer calls that alumnus – every one, it doesn’t matter if they give $50 or $100 but a swimmer calls every single one of them to say thank you. And I think that time of the year can be a great time to do that. I think it is absolutely critical that you write hand-written Thank You notes, and emails is nice, but emails is not nice for Thank You notes, I don’t think. I mean it is just not – I mean, it is okay to do it if you’re going to follow up with something in writing. I know that the organizations that I give money to, any type of reasonable amount, that somebody in that organization calls me to thank me for giving money. And in the swimming world, if you are not doing that then I just think that’s a big mistake. And then, some of them… most people here are familiar with or not, the Heritage Foundation which is a big conservative think tank in whatever that I give some money to, not a huge amount, but they are somebody, if you give them a $1,000 or more a year, somebody calls you every quarter from their organization just to thank you and ask if there is anything you need, if you have any questions about what they are doing, all that type of stuff. And obviously, that takes some effort, but I don’t really think that – you know, if you’ve got a hundred people giving you $1,000 you probably could find the time to make some phone calls. I don’t think that would be too tough, but I think it’s important to realize because I know when I was coaching swimming, I didn’t even realize people will be doing that. I did not. I didn’t conceive of that.

I was at a luncheon with maybe 400 people about a month ago that Karl Rove spoke at. And Karl came around to talk to everyone [Indiscernible] [0:31:47] it wasn’t a huge thing that he usually does. A week later, I get a handwritten Thank You note back from him saying, ‘Thank you for coming to the luncheon’. And it wasn’t a pre-printed deal. And that impressed me. And that is just the guy, he’s been in politics, he knows a lot of stuff, but I think the number one thing is that he knows that you communicate with the people that are supporting you; and it wasn’t really giving him any money or anything, it was a non-profit thing he was speaking at. You know, ‘Thank you for coming and listening to what I am doing.’ He didn’t ask for anything. There was his email on there, there was a return address on there, whatever – P.O. Box on the envelope. But it was a handwritten note. What fund-raising professionals do is they communicate that there is a need, they ask for money, they call and write to say thank you. They follow up with the results from the donation and then they ask again and I think they ask if you’re in. I put in there ‘ask’ a lot of times because again I think that that can be scary when you’ve never done it and I can remember it’s got to be 20 years ago – I was taking a bunch of kids, I worked with inter-city kids in Dallas, to sports camp in Missouri, and it was going to cost about $5,000 to take them and I didn’t have the money to do it. But I was going to take them and I wrote out letters to like 30 people that I knew, saying, “Would you please give me money and help me to do this?” And it was really scary thing to do, and I got $5,000 back from people. But it was the thing that made it much easier to do was I knew I needed their help and I knew I had a legitimate need. But it was still very scary to do. And one of the things I found from that is I can remember… and people got to know that I would do that year to year to year and then that for like 10 years in a row. And I would go sometimes for dinner at people’s houses that I knew fairly well. And I can remember this one guy that had some friends in that were also [Indiscernible] [0:34:03] for the dinner, I think it was New York, and they were talking about this was what I was doing and whatever. And when I walked out the door, the guys just says, “Here,” and just gives me something and puts it in my pocket. And it was a check for $500 just to help do that. I never met him before that night. I had never talked to him since and I really didn’t have an address to write him a Thank You note or whatever. He just gave me the money because he knew I was doing stuff. I thank the people around me in the swimming community every which way that will help at a given time, at a given place, and again it might not be on your time schedule; but I think that they will appear. Again and I think with Thank Yous, email is not good enough. Go out, go to an office depot or [Indiscernible] [0:34:57] and get the little Thank You cards and write a Thank You note. It makes a big difference to people. And again it is one of those things that if you do it promptly, it’s the best thing.

Special events: again, I think, it is part of the overall process. And Bob was telling me at the break that at North-Western they do sort of a job fair type of thing, career day like I talked about that Yale does whether it be the 20th anniversary of Notre Dame swimming whether it be some swim meet, it’s a special meet where you’re trying to get alumni back to – it is different… I know different schools at SMU, they do reunions in the fall during football games. I know at Yale and other schools they do it during graduation times and after. Whatever those are, if you can create some events, that… And again the key point to me is that you have swimmers and have alums, both there at the event. And so the swimmers can understand that the alums are trying to help them and they can be training on how to be alums. That’s the way that they will figure it out, or else they are going to graduate and you are not going to sort of train on how to be an alum and, you know, how you want them to support your program and they are going to somehow magically appear and figure it out when they are 35. It’s just not going to happen. I can remember seeing something, it was at swiminfo.com in the last year that it was some coach that I think had done a good job in fund raising, but it was like his idea of things was you start asking them when you’re 40. I was like, they leave and for 20 years you tell them you don’t need their money. But all of a sudden, now you are 40. And I know, the thought process is you’re older, you’re grown, you’ve got more money because you’re making more money now and whatever, and that’s fine, but that doesn’t mean you don’t ask it a little and increments along the way, and even if somebody gets in $20, $50, you are getting the habit of giving, and maybe at different points it is not necessarily money but maybe it is something they can do to help your program. Maybe it’s the announcer in the meet or whatever, something to be involved. When our coach [Nick] [0:37:30] been the head guy who is raising money for a new pool at SMU, he doesn’t want to talk this to anybody unless you can give $25,000. I mean, that’s his point of view on that – which is okay. I mean, he has been retired 20 years, that’s fine. And his thought process was that if you graduated and you’re basically 50 year old or maybe you’d be in a position to do and he was going to ask those people, but he just really wanted to deal with the people that can give 25,000. Again that’s okay but somebody else needs to deal with the other people. It maybe you deal with them and your assistant coach deals with the other somehow. But I think it’s important to ask everybody. And just while I’m thinking of it that when we’re talking 25,000 even, most places not all, you’re talking something that’s given over a three, four, five-year period. So, when someone is giving a million dollars – and again it’s different in different cases – and often a lot of times that means 200,000 a year for five years which is a lot less intimidating either to ask for or to give. And I think that’s just important to be aware of. Sometimes you see these big numbers come up and the big numbers really aren’t given all in that one year, they’re spread over a period of time. One of the things that Chuck at Rutgers the last, was it two years – he did it that way? Three years? Yeah. Okay, yeah… Chuck was just saying this is what Georgia does. And this was like September-ish, early October type event. So, they did the previous year banquet, not in this past Spring, but they will do it the fall after which, number one, gets your people that just graduated to come back on campus. And then Friday night have the team banquet, have an alumni swimming, [Indiscernible] [0:39:34] meet Saturday morning, have an afternoon barbeque and whatever – a football game and then have something that night with the faculty staff. So, that’s just an idea and I think that’s the type of thing we are talking about [Indiscernible] [0:39:49] ideas on website. There ought to be lots of those out there.

Even on how to do an alumni meet; I mean, I know when SMU does an alumni meet, and I guess it’s okay to do, they do relays and they have like two present swimmers, two alums – which is just different. There are other places that do it where you have a sort of handicapped by how old you are and would just throw out about 10, 15 different ways to do things because it is simple to do and maybe it’s just an idea that fits a school that you didn’t have before and we might need to just throw those ideas out to people. How many places here when you have a football game have a swimming tail gate that people, alums know they can go to? I am just curious – where it is specifically for swimming.

[indiscernible question from the audience]

[TW]: Yeah, yeah, I know, just an example at the SMU football games where actually you’re getting to be something that people like to go through again. That out in front of the pool, there is like always a tailgate where all these swimmers are there. They always know that any [Indiscernible] [0:41:05] they will be there unless they have to be out of town. And there will probably 50 to a 100 people drop by, no swimmers allowed. They are present swimmers, they don’t want to [Indiscernible] [0:41:20].

[indiscernible question from the audience]

[TW]: Yeah, yeah, the present swimmers don’t show up, they’re told not to. But those alums that will come through there and again that’s sent out periodically, not enough, by email but that’s going on there. But every time I go there, I will see somebody I hadn’t seen in ten years that knows that they can just stop by and people are going to be there and they can say hi and whatever. But stuff like that can be really… need to do. Again everybody… and I am guessing that almost every program if you got a recently big football program or may be some other sport has some alum, the swimming alum that is doing a tailgate, that would volunteer to just like, “You’re a swimmer, come by.” I mean, I would think that you would have that.

[indiscernible question from the audience]

[TW]: Okay, spring football game, yes.

[indiscernible question from the audience]

[TW]: Yeah, okay. So, for those of you who didn’t here Tim’s… Of course, Tim is saying spring games work a lot better. Probably everybody doesn’t have the same hotel crowding and ticket a situation that you have in Notre Dame. But that’s a good point. I mean, it’s going to be different things that work well for different people. Again, if you can get your alums together, that’s great. I think key markers track, and I don’t know if that means, you do it where there is something in your computer, if you are more visual that you have it on a dry erase board. As alumni leaders, if you’re trying to do it class by class and you want to try to go leader by leader by leader… Again, Chuck was saying during the break, [Indiscernible] [0:43:13] scoring at Rutgers he went back starting with this years graduating class, went back ten years and everybody he asked was honored to be asked to be sort of class leader and be the organizer of people. And the more he realized that as people would ask him questions, they would ask whether you also wanted to know what we are doing now, what we’re this, what we’re that. And he could ask for like five times more information and that would have been great to know too because the other side of it is to have a little database or way to know; I mean, if somebody is working with such and such a company, then again, then you know that and if you’ve got somebody that maybe is looking for a summer job or maybe it’s just that they want to try to figure out before they get out of school, is this the type of thing I want to get into as a profession and you have an alumni database, you can sit there and ask them about.

Email or classes of individuals who give; again it is whether you want a sort of markers be that four classes gave this year, eight classes gave this year or 75 individuals gave or whatever it be. Email list; how many people you’ve got on it whether it be again all the different email lists, dollar amount contributed, emails sent, Thank You note sent, special events created. And again, when I talk about special events, my thought process is not that you have five a year. It’s like, you have year one or maybe you have year two yet everybody sort of can make a plan to get to or try to make a plan and make it special. And it could be… again, I don’t say this jokingly, I mean it could be a garage sale that you’re raising money for something where everybody comes together, interacting and you’re doing stuff there. When I was at UNC Charlotte for a couple of years, they literally they would rent the Convention Center and they would have what was basically a massive garage sale and raise about $200,000 [Indiscernible] [0:45:18] fund . So, I mean, it can be a whole lot of different things that people can do. But if you’re putting alums and swimmers together where they will have an opportunity to communicate, I think. It doesn’t matter whether swimming pools are involved or not.

Building for long-term success: again it’s like building a house – you put in this sort of a building blocks and email database, alumni letters and consistent communication; and that may sound repetitive and simple but like most of the things in life, they are simple and repetitive that you just build on. And you’re little bit here, a little bit there. Here is an example of maybe what Year 1 looks like; that you create an email database. You send say 6 to 10 quality emails. You might change that number from 28 to 10 class captains or class representatives, that have some type of something. Sample letters that you can build on. I send out what people think is a really nice letter, every Christmas to about 800 to 1,000 clients. What probably most don’t realize is basically the same letter that’s on word with about 10% of it or 15% edited every year because some things differ. But a lot of it is generally the same. And I just click on to that letter and just change a few things and you make it up to date; but again that’s what I mean when you have sample letters if you can build on that whatever you are sending out, you [Indiscernible] [0:47:04] there in a template, you can change it, and the second year, the third year, the fourth year, it is much, much, easier to do. And then again, if you have five $1,000 classes or you have 30 people in your alums that give, but if you have whatever you and your staff and your alumni set out as goals, and then you can sit there and figure our where are we? Maybe you were not ambitious enough for whatever. It’s always great to reach goals, so however it works, it works. For example, Year two again, maybe you have ten more class representatives, you have more quality emails, you have ten more classes to give. Maybe you wait to really create a second event or a special event till the second year, you’ve got other things to do the first year, I think if you don’t have an email database, I’m almost thinking that’s all I would do – is this. And just everybody that you have an email for, I would send out to them and say, “What other alums you have emails for?” And then like Bob and Tim were mentioning at the break, that check with your alumni office and see if they’ll give you a database and then also have your alumni check with the alumni office and see if they will. Because maybe they won’t give it to you, they’ll give it to somebody else. I was telling them that about a year before Rutgers got cut and we didn’t know this until sort of after the fact; one of their alums said he was trying to find all these former swimmers and he couldn’t find them, and He contacted the alumni office at Rutgers and they gave him this awesome spreadsheet of alums that had just all the information on like 70 years, literally, of alumni. And when [Indiscernible] [0:49:00] tried to go back to get an updated list later, it’s like, “No, no, we don’t give out that information.” So, if you had tried to have different people ask, who knows who you’ll get it from?

Example of Year five again, we are just looking at progression over time – 45 class representatives, 15 for quality emails. And again something that is being felt over time. But again if you get a foundation and all you do is if you send out no emails ever and then you are sending out three this year, I think that’s great. And then you just build when you go from there.

I’m going to come back to this part if we have a minute but that’s just getting into more detail within a calendar, again we can get that sort of in writing; but I for large gifts – when I’m talking about $1,000 classes, I don’t want you to think they’re not important, that I think they are more important when or there’s more likely to come when your program is considered to be more valuable when you have a lot of alums involved. I mean, if your alumni know that you have 400 alums giving to your program and you’re asking somebody that happens to have been successful or made a extra million dollars or a million dollars they could give, it is so much or easy or sell to say, “You know, we need this money, we’re being good stewards of what’s going on and the last thing I like to do and I’m sure you guys like to do is give people money to an organization that does not use the money well.” And if you are communicating that you value what your alums are doing and you sort of are using the gifts you are being given well, then they’re much more likely to get money. And I think that’s true in any situation.

Again have a plan and have a specific plan to reach the goals. I think it’s really important. This is something I would truly – they might not like it but I don’t think they’ll mind – I would truly invite you to challenge Tim and Bob to get them stuffed on what you need in terms of – I won’t say database again but – a clearly in house of ideas of what tools you need, so whether either through ASCA or for the College Swim Coaches Association that that information is there; and I think one has create relationship with an email vendor that can give a better deal, not that the expense is that great but I just think that there so much of an advantage if you have something where all kinds of people are using it in the swimming community and you got these little from letters that you can have sort of template it in and a lot of different things that really could do is so an advantage for everybody.

Again reminders that can be uploaded in the Outlook and try to figure out how they can help you do that, if that’s important. Be alumni clear in house… an idea for clear in house for alumni ideas and any other type of ideas and again I would encourage you to email, get in contact with me, with Chuck, with Tim, with Bob whoever and say “I need help on alumni ideas. I need help in fund raising letters, I need help on this, I need help on that.” Have available 10 team Outlook letters that people send out to people. Because anybody that thinks they’ve got a good letter or good newsletter would probably be thrilled to send it in and have is used as an example.

And I think one of the really key things is recognize leaders and fundraising and alumni groups with awards and publicity. I think if it’s really important in the ASCA world and then if it’s really important in the college swimming world, then whenever the end of the year, the banquet or whatever that should be an award. I mean, that’s just a reality is that your reward the performance you want to get. So, if you don’t get any performance, you don’t reward it, but if it’s important, I think it’s really, really important to do that. One of the things, we’ve been dealing with insurance companies for years I’m amazed at sometimes how stupid some of them are in terms of they’ll create a commissions structure that doesn’t reward people and incetivize people to do what you want them to do. So, I think if leaders of the Coaches Association want to do certain things, then you got to figure out how to reward people, however that is. And maybe that’s an reward and maybe that’s not, maybe it’s money, maybe it’s whatever, I have no idea what’s most important people. But I think that’s one of the things that needs to be a source of discussion.

What would your legacy be? Here is a coach [Indiscernible] [0:54:21] here is the coach caretaker, and then here is like… that’s a fertilizing machine where great coach caretaker where you’re like fertilizing your crop and you’re taking care of it. And so that’s just sort of an image of maybe what things can look like for you, because I know that if you’re not aware of it – there’re people in the swimming community that are not thrilled that people aren’t out there spreading the word with alums. I have a lady that works for me and has for now for about a year, and she was helping me with some of the Power Points and different stuff – and actually she was going through surveys and compiling the results that were done like two years ago – and [Indiscernible] [0:55:17] I think it was two – about college coaches, and it was amazing, people honestly would put down there, and we’re just… that ‘You’re being coach in 20 years, how many times did you email to your alums?’ A lot of them had been, “Never email, don’t have email list,” and they’re being honest which I give them credit for. But she’s sitting there and never an athlete, never an anything, and she’s like, “These people are stupid,” and which is pretty just from a lay institute, a lay standpoint, that was pretty interesting to hear that. It’s like they’re trying to raise money for the programs, they’re trying to do this, we’re trying to do that and they’re not ever communicating with people. It’s like, “How could you do that? It’s inconceivable to do.” But then again, she hasn’t been on the other side which I consider like the coaching bubble when you’re going from recruiting to keep it up with this rule to coaching and all that other stuff, and then there’s a whole another world going by; and hopefully we can through some of this and some other efforts through ASCA and through College Swim Coaches Association find a way to helped me do what you’re trying to do, they will point you to the right direction and then [Indiscernible] [0:56:34] to help however they need to help.

Again I appreciate your time. Anybody have comments, questions, if you need, I’m ways to get in touch with people in the future, I think. Certainly you should be able to find Bob, find Tim. You can find us if you want to find us. Then we’d certainly be glad to be able to sort of help people to get and do whatever they want to do. I think you guys need to come up with your goals, and the things that you can’t get help with from your alums or from other people, you need to reach out and find out how we can get things done then share in the swimming community.

##### end #####

Subscribe
Notify of
0 Comments
Inline Feedbacks
View all comments

Sponsorship & Partnerships

Official Sponsors and Partners of the American Swimming Coaches Association

Join Our Mailing List

Subscribe and get the latest Swimming Coach news