I’m not sure of your approach. Donations made as part of the 22,000 season ticket purchases arent listed in the program.
I didn't include the "donations" for season tickets because they are not really "donations". The base price for all tickets,(except in the very top of the Upper North) are the same price.(I think there is about a $25 difference in some areas this year). The difference in ticket price was called a "donation" because there used to be tax advantages to the season ticket holder to call it that. For everything except tax accounting it was just a difference in ticket price for better areas of the stadium.
The recruiting staff initiative had a target amount. When you do that kind of fundraising, the donations can tail off shortly after you hit the goal. The fact we did it with 320 people might signify that we don’t need all that many people to hit a goal like that.
Undesignated money is so useful to an org like the AA though, and that’s why I’d also think the AT fund should be more like what IPTAY started as. Students don’t usually have a ton of money, but make it easy for a student to give $5 or $10 and get an AT decal for your car and you’ve made it easy to give. New grads are often the same way. Do you want someone’s first donation to be 5 or 10 years after graduation?
I guess people are worried that if you make it easy to give $10 that people won’t give $100, but I think getting people to give the first $1 is the hardest step.
They do have a program for students and recent graduates. It used to be called First and Ten. Under that program students could donate $15 per year for five years while in school and receive priority point credit for $150. For five years after graduation, the required donation slowly increased. I don't remember the numbers, but something like $15 the first year up to $125 the fifth year. They received priority points for $150 all of those years, plus points for consecutive giving, plus points for consecutive years of season tickets, plus points for graduating. People who did that received a lot of priority points for not much in donations, and/but were "trained" to donate to athletics. I don't remember exactly how the new program works, but it is something like receiving extra priority points while in school and five years after graduation for donating a minimum amount or purchasing season tickets.
Everyone gets decals when they donate to the AT Fund.
Regardless, I think its less about fans being pathetic than the AA having built a model that excludes most of them.
They gave out flags a couple of years ago when you made a donation of $50 or more. They gave out hats and backpacks this year with donations of $404 or more.
I don't disagree that the GTAA needs to do more to market for smaller donations from a larger group of fans. I think TStan has done a very good job of trying different things.(Flags for $50 or more, hats/backpacks for $404, aligning with a large donor to match funds for a specific purpose, etc)
I don't see them making any new/different large changes to marketing for donations until January 2021, or when the final $25 million of AI2020 are raised. Hopefully at that point something will be put in place that markets towards small donations. If 100,000 people donated just $10 per month, that would raise $12 million per year.
BTW, I think AI2020 was a very good approach. One complaint I had heard previously was that donations to GT athletics went into a black box. AI2020 annunciated the various needs for money and made it apparent that donations can be designated for specific purposes. About 55-60% of the time has elapsed for AI2020 and they have raised 80% of the goal. I would guess it is possible that when people make donations at the end of the year for tax reasons that the goal could be reached a year early.