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Stepping Up The Fundraising Game

West Texas A&M University has a long tradition of excellence in athletics. About eight years ago Michael McBroom came on board as the new Director of Athletics. Under Michael’s leadership the department began to focus on student-athletes who succeed in the classroom and in the community, as well as on the field. What he has been able to accomplish is nothing short of amazing.

While the athletic department did well with appeals and raised funds for new equipment, summer scholarships, and gym facility updates, Michael knew they needed to step up their game. He knew he needed someone with the expertise to poise WT for a major campaign. That’s when he contacted Affinity Connection.

Affinity “scrubbed” WT’s existing mailing list, resulting in an updated, accurate and highly segmented list. Affinity then worked closely with WT and wrote a personalized appeal letter speaking directly to former athletes, alumni, community members, and non-donors, highlighting the success of their student-athletes and building a case for donations.

The campaign was so successful that WT has contracted with Affinity for an annual fund program that includes three appeals and a monthly newsletter. As WT strives to increase their annual fund, this communications program helps them to inform their donors about all the success of the athletic program and the achievements of student-athletes on campus, in the community, and on the field. All of this is laying the groundwork and setting the stage for a major campaign.


Signing with Affinity Connection took our fundraising efforts to the next level. They know what needs to be done and worked with the data to get it into a usable format. Good data is a powerful thing. They quickly understood our culture, our needs and our goals.

Michael McBroom
Director of Athletics, West Texas A&M University

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Affinity Connection provides strategic, data-driven fundraising, branding and marketing programs that grow donors for nonprofit and membership-based organizations and inbound leads and revenue for for-profit organizations and businesses.  Integrated platforms for data, direct marketing and financial transactions streamline the donor and customer experiences, making every interaction personal and meaningful.

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