Advocating for Additional Resources in Your Athletic Department – A Winning Action Plan [NIAAA]

By: Dr. Jeffrey Sullivan, CMAA - Montgomery County Public Schools

Athletic administrators and programs continue to face fiscal challenges, as schools and school districts navigate budget shortfalls, inflation, and conflicting interests. These challenges have been amplified in the wake of the COVID-19 pandemic, as many federal and state funding sources have ended, resulting in tough budget decisions for leaders.

Additionally, athletic administrators and budgets must overcome a common perception that athletics, clubs, and other after-school activities are "extra" and should be prioritized only when convenient. However, the benefits of athletics and extracurricular activities to academic performance, persistence to graduation, and the well-being of students are well documented in research. These outcomes can serve as a solid foundation for athletic administrators when advocating for additional resources in their athletic departments.

No different than preparing for a practice or game, a strategic action plan and process must be used to effectively advocate for resources, especially when navigating conflicting interests, shortfalls, and personalities. Prior to advocating for a specific resource or initiative, it is important to conduct an analysis of the current state of resources and funding and establish goals and priorities.

1. Resource Analysis – What is the current state of the school or school district? What do we have, and what do we need? Be sure to prioritize safety and equity while distinguishing needs over wants.
2. Funding Analysis – What is the current financial state of the athletic program and district or school? What are the historical funding sources and current political dynamics? For instance, be sure to understand the current funding surplus or shortfalls for the school or district budget and be knowledgeable about how to navigate the budget process.
3. Goal Setting – How can needs be prioritized and promoted given the current funding and political dynamics? Think big picture and promotion.

Once an initial analysis is completed and priorities have been established, a specific advocacy action plan can be developed and implemented. A sample Advocacy Action Plan Top 10 Template is outlined below and available at this QR code:

Advocacy Action Plan Top 10 Template - Game Plan for Success:
A winning advocacy action plan addresses the following components. All components may not be applicable for some resources; however, proactively reviewing and addressing each area will ensure a comprehensive and thorough action plan, increasing the probability of success.

1. Advocacy Resource, Initiative, or Outcome
   1. Clearly identify the resource, initiative, or outcome. Be sure to account for individuals who may not have subject-matter expertise, if the resource is not easily explained.
2. Goal(s)
   What are the intended goals that will be accomplished with the resource? This could include addressing a current shortfall in the program or adding on and enhancing existing resources.
3. Rationale and Background
   This section should clearly outline the "why" behind the resource and provide specific rationale and background context. Key considerations in this section include equity (gender, sport, race, culture, socioeconomic), compliance with national, state, and/or local laws, best practices and research, and incorporating the initial resource and funding analyses.
4. Key Stakeholders
   Who are the crucial individuals who need to know and can help the process? Key groups include:
   • Student-athletes
   • Coaches
   • Athletic directors
   • Principals and administrators
   • Parents/boosters
   • Businesses and community partners
   • Board of education
   • Local politicians
5. Advocacy Timeline
   Clearly articulate the timeline for advocating for the resource, including the key steps in the budget process. This includes budget submission deadlines, key meetings, and advocacy checkpoints and opportunities.
6. Communication Strategies
   Communication is critical for successful advocacy. Platforms and strategies include board meetings, executive leadership meetings, electronic communications, and social media. Depending on the scope of the resource, a formal presentation, memorandum, or proposal may be necessary. To the extent possible, it's important to control the narrative and continue to champion the cause from start to finish. Additionally, key stakeholder input should be gathered and incorporated into the action plan.
7. Implementation Plan
   If successful, what is the implementation plan for the resource or initiative? This section could include a training plan, construction timeline, or evaluation process. This section should clearly paint the picture of successful implementation from start to finish.
8. Potential Roadblocks or Challenges
   Proactively thinking and anticipating, identify the potential roadblocks or challenges that may arise during the advocacy process and/or during the implementation of the resource. This section should anticipate and address questions or concerns that may arise during the advocacy process. Additionally, identify stakeholders who may oppose or have competing interests and account for their viewpoints.
9. Outcomes
   What are the clear benefits to student-athletes and coaches? Be sure to focus on the physical, mental, and social-emotional well-being of students and staff. How will the resource(s) make the program stronger in the future? Are there long-term implications?
10. Celebration & Promotion
    After all the hard work and successful advocacy, it's important to celebrate the win(s) and promote the program. This is the opportunity to thank and acknowledge key stakeholders who assisted throughout the process and leverage the success for future resources and initiatives.

Pitfalls to Avoid
The advocacy process can be long, taking months or even years, and include a number of highs and lows. Navigating these rough waters and roller coaster of emotions can be challenging for the athletic administrator, who is leading a program and community through the process. Some important pitfalls to avoid in the advocacy process, along with actions to prevent them, include:

• Lack of Preparation
  Be sure to always be prepared every step of the way. Using the Top 10 template as a guide ensures that key components of the advocacy process are addressed.
• Unclear WHY
  Clearly articulate the rationale and background of the resource or initiative, continuing to emphasize the importance and accounting for those who may not have the subject matter expertise to understand.
• Taking on Too Much
  Strategically prioritize resources and push forward an appropriate request, thinking of short- and long-term benefits. Successful implementation is critical, builds trust, and leverages success and opportunities for future efforts.
• Absence of Input
  Stakeholder input is key throughout the advocacy process, ensuring transparency and securing a variety of voices to support the cause. The identification of key stakeholders and their inclusion in the advocacy process exponentially increases the probability of success.
• Muted Communication
  Communication is important from start to finish. Avoid being overwhelmed by the process and forgetting to tell the story along the way. 
• Throwing in the Towel
  Not all advocacy efforts will be successful at the onset, and it may take years to push forward a successful initiative or receive additional funding and/or resources. An analysis of resources and the advocacy process should be an ongoing process, with short-term and long-term checkpoints. It may take all the stars aligning in order for some initiatives to make it through the budget process.

Grant Funding
In addition to traditional funding sources such as operating budgets, booster clubs, and fundraisers, there are countless grant opportunities across education and athletics. Many school districts have a grant coordinator, who manages such opportunities for schools and the district. If this is not the case, state departments of education oftentimes have grant opportunities that can apply to athletics. Athletic administrators and school system leaders are encouraged to reach out to local and state officials to discuss supplemental funding opportunities.

Winning Action Plans
There are many winning action plans and success stories that have resulted in significant benefits and resources for student-athletes, coaches, and athletic programs. Be sure to consult with colleagues and utilize their game plans and success stories to assist with bringing more resources and initiatives to your school or school district. Some examples of key advocacy resources and initiatives that have been successful over time in my school district include:

• Full-time, 12-month athletic directors in each high school, including flexible hours
• Full-time, 12-month certified athletic trainers and sports medicine program, led by a health and safety coordinator
• Enhanced funding and operations for transportation, security, and field maintenance
• Reimagined officials contracts and funding
• Enhanced central athletic department staffing
• Creation of a student-athlete leadership council

In closing, as athletic administrators, we should be resilient and prepared to learn, lead, and leverage our way to successfully advocating for additional resources for our student-athletes, coaches, and programs. This process is accomplished through proactive planning, successful implementation, positive relationship building, and effective communication. By bringing additional resources to our programs, we serve as champions for our student-athletes and raise the standard of excellence in our schools and communities.

ABOUT THE AUTHOR: Dr. Jeffrey Sullivan, CMAA, is the director of systemwide athletics for Montgomery County Public Schools in Maryland. He can be reached at Jeffrey_K_Sullivan@mcpsmd.org.