ROI or RPO? Managing Donors in the NIL Era

As if higher education weren't already under enough pressure — free speech battles, political scrutiny, DEI rollbacks — presidents and athletic directors now face a new dynamic: quarterbacks as million-dollar balance sheets, donor referendums, and institutional stress tests… all before halftime.

The stakes are on full display. Arkansas fired Sam Pittman after a 56–13 loss to Notre Dame. Florida's Billy Napier, heading into this weekend's matchup against Texas, is already on the analysts' hot seat. At Florida last year, Jaden Rashada's $13.85 million NIL deal collapsed before he took a snap, devolving into lawsuits and reputational fallout. At my alma mater, Texas, Arch Manning's reported $3 million valuation drew donor scrutiny when he redshirted — until the program calmed the storm by emphasizing patience and development.

This isn't just about bad seasons. It's about managing donor ROI expectations, media narratives, and institutional credibility in an NIL environment that treats athletes like investments and coaches like stock options.

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The Four Levers for Athletic Directors

When I ran these scenarios through CrisisCommand EDU — using its case base and pattern-recognition tools — the same themes surfaced over and over.

1. Guardrails + Transparency

Florida showed what happens when promises outrun compliance. Programs like Ohio State have emphasized guardrails and cultural buy-in: NIL activity exists within a clear structure, not as a free-for-all.

2. Donor Reframing

ROI language isn't going away, so redirect it. Confidential "development dashboards" or consistent updates about growth and leadership help donors see progress without reducing athletes to contracts and box scores.

3. Authentic Voices

Programs that amplify player leadership — as Georgia and Texas have done — build credibility faster than press releases. When teammates vouch for a quarterback's work ethic, that testimony cuts through faster than any coach's defense.

4. Narrative Diversion

Every national broadcast doesn't have to become a referendum on one player. Seed alternative storylines: O-line dominance, defensive resilience, comeback arcs. Nick Saban did this masterfully in 2023 when Jalen Milroe was benched and reinstated; Alabama reframed the narrative around O-line improvement and defensive resurgence instead of quarterback drama.

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The Broader Shift

The NIL era isn't "pro sports in disguise." It's something new: student-athletes carrying professional-scale scrutiny while still developing as young adults — and universities balancing performance with mission.

Athletic directors now function as reputation managers as much as program builders. They must navigate between donors who expect returns, athletes navigating newfound autonomy, and presidents accountable to politics, compliance, and public trust.

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Questions Every AD Should Be Asking

• Do our NIL guardrails prevent donor overreach?
• Do our donors see progress beyond the box score?
• Do our coaches have aligned talking points for Saturday?

Because in the NIL era, stability isn't just about wins — it's about managing expectations at the speed of money and media.

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Paul Walker is co-founder of CrisisCommand. Connect with him on LinkedIn or contact us to learn more.