Aug. 22, 2005
Normal, Ill. -
At Arkansas State University, Aaron Leetch asked athletics donors to "give 110 percent." More than 200 donors responded ... literally, giving 110 percent of their previous gift. That's just one of the development concepts Leetch, ASU's former assistant athletics director, brings to his new role as associate athletics director for development at Illinois State University.
In two years at ASU, Leetch teamed with Associate Athletics Director Jeff Shoultz to form strategies which produced impressive results: annual fund membership grew by 83 percent; total revenue from fund raising grew 40 percent; the annual membership campaign produced more than 250 new members and more than $100,000 in new revenues.
It took teamwork to reach those goals, so Leetch recruited and trained more than 75 volunteers from around the state of Arkansas to expand the annual campaign. As part of a comprehensive approach to fund raising at ASU, he planned a tribute to veteran football coach Larry Lacewell which generated $120,000, coordinated a coaches caravan throughout the state and implemented new donor management software.
At Illinois State, Leetch will work with Athletics Director Sheahon Zenger, Senior Associate Athletics Director Randy Welniak and other staffers to bring new and creative approaches to expanding Redbird development. Most certainly, Leetch will be asking Redbird donors to give "110 percent."
"To me, that's a natural," said Leetch. "We expect student-athletes and coaches to give 110 percent. We know that fans, donors and alumni want to be part of the team and realize what it means to give 110 percent. There is a great foundation for success and tradition at Illinois State and we want to build on that."
Leetch believes the best way to build is one person at a time.
"Fund raising is really friend raising," said Leetch. "Everything revolves around the student-athlete experience and student-athletes at Illinois State are excellent models for why people support the program. What they support is student-athletes getting degrees, succeeding in their sports and having a better life from those experiences. A well-rounded college experience is the key and that's what we're asking people to support."
In 2001, Leetch got his start in development at Baylor, where the Baylor Bear Foundation is recognized as one of the most successful athletics fundraising operations in college sports under the leadership of Doug Smith. He developed and implemented concepts of a new program for young alumni which produced more than 100 members in the first year.
"Doug Smith is a pioneer in athletic development in many ways," said Leetch. "In many ways, Sheahon Zenger reminds me of Doug. They are both extremely energetic guys who makes sure that everybody is taken care of in a first-class way."
While at Baylor, Leetch also worked with coaches on their fundraising strategies and booster clubs, helping them realize a 30 percent increase in memberships and a 40 percent increase in total revenues. One of Leetch's strengths, according to Zenger, is how he implemented what he learned at Baylor into success at Arkansas State.
"Aaron brings a wealth of knowledge in the world of development, with an expertise and great track record in annual giving," said Zenger. "He learned from one of the best in Doug Smith at Baylor, and had the leadership skills to take that knowledge to produce results at Arkansas State. That's what we're looking for in this new era of development at Illinois State."
Welniak appreciates Leetch's experience and how it fits at Illinois State.
"The ability to attract someone with Aaron's credentials says a lot about Illinois State's reputation," said Welniak. "There are opportunities here to support a great program, and we will work as a team to do that."
The 1999 graduate of Tennessee Temple University earned a master's degree in sport management from Baylor in 2001. At Baylor he served as a graduate teaching assistant and assisted marketing and community relations before joining the development staff. Earlier this summer, Leetch led a round table on annual giving for other members of the National Association of Athletic Development Directors at the National Association of Collegiate Athletics Directors Convention.
A native of the Dallas-Fort Worth area, Leetch and his wife, Lindsay, were married earlier this year.
