“If you do good things, good things will happen to you.”
The idea of being good and in turn, being rewarded has been around for centuries—some call it karma, some call it the Law of Attraction, while some just call it the way of life—and it stands true, even today. While the belief is generally used by individuals in their personal lives, it can be argued that karma can be applied to organizations, businesses and even athletic programs.
Whether in high school, colleges or professional sports, athletic programs hold a unique position within their communities. Beyond the wins and losses, they can unite communities, address social challenges and create positive legacies in their respective towns through community engagement and philanthropy. What happens when an athletic program actively supports and contributes to their community? The community supports it back. Tenfold.
Building Emotional Equity with the Community
Real, authentic community engagement fosters a deep emotional connection between sports programs and their communities. This connection, often referred to as emotional equity, builds trust and loyalty among fans and stakeholders. By engaging with local schools, nonprofits and charitable initiatives, athletic programs can become a vital part of the community.
For example, the Oklahoma City Thunder worked to establish outdoor basketball courts across the state and ran a literacy program that reached 300,000 children. Not only does this create long-lasting, tangible benefits for their community, it also creates a deeper sense of connection for people across the state, enhancing the Thunder’s reputation, drawing in new fans, sponsors and partners who share the same values.
Philanthropy as a Catalyst for Social Change
Philanthropy, whether through direct donations or volunteer initiatives, serves as a cornerstone of community engagement for athletic departments. It addresses pressing social issues, such as youth development, equity in sports and access to resources, while showcasing the department’s commitment to the community.
It could be more intricately planned out efforts, such as visiting nursing homes, partnering teams with your local Boys & Girls Club, or raising money for a nonprofit or struggling family in your city—or it could be as simple as sending athletes to clean up the local park, raking leaves, or donating sports equipment. Either way, athletic departments can lead by example, fostering a culture of giving among athletes, coaches and fans, and instilling values of social responsibility in future generations.
Strengthening Community Bonds and Economic Impact
Athletic programs are often at the center of their communities, especially in small towns where “Friday Night Lights” becomes a tradition. This doesn’t happen overnight, and it doesn’t happen without effort. Through engagement and philanthropy, sports can strengthen community bonds while contributing to local economic development. Events and fundraisers are a great place to start, but local partnerships can also be successful, bringing financial benefits and deeper community ties.
Benefits for Athletic Departments
- Enhanced Brand Image:
Philanthropic efforts improve public perception and build goodwill, making it easier to attract sponsorships and support.
- Increased Fan Loyalty:
Fans who see their local team giving back are more likely to feel connected and support the program, regardless of its performance.
- Development of Student-Athletes:
You’re not just building athletes on the court. Engagement programs help athletes develop leadership, empathy and a sense of responsibility, preparing them for success beyond sports.
- Recruitment and Retention:
A strong community presence makes an athletic program more appealing to prospective athletes, families and staff.
Practical Steps for Community Engagement
- Set Clear Goals: Define the social issues or causes that align with the program’s mission.
- Collaborate Strategically: Build partnerships with local organizations, schools, and businesses.
- Leverage Digital Tools: Use social media to share stories, promote events, and engage the community.
- Measure Impact: Regularly evaluate initiatives to ensure they meet community needs and deliver results.
Community engagement and philanthropy allow athletic departments to extend their influence far beyond the field—fostering lasting relationships and support, addressing challenges in the community and creating a positive legacy. Through small actions or big gestures, when you give to your community, they give back to you. It’s as simple as that.
