Biggest Challenges Faced by an Assistant Athletic Director Annual Giving at Nebraska Athletics
Mattie's biggest challenge as Assistant Athletic Director is navigating the rapidly changing landscape of college athletics, where the "big business element" overshadows the educational and developmental aspects of student-athlete experience. The goal is to shift the narrative back to the vast majority of student-athletes who "are getting an education and they have a passion for the sport," emphasizing their growth and development beyond potential professional careers.
Higher Education, Fundraising, Athletic Administration, Student Athlete Development, Rapidly Changing Environments
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Mattie Fowler Burkhardt
Assistant Athletic Director - Annual Giving
University of Nebraska Athletic Department
University of Nebraska, 2015
MBA, University of Nebraska
Finance
Education, Nonprofit, Foundations & Grantmaking, Sports & Fitness
Sales and Client Management
Scholarship Recipient, Student Athlete
Video Highlights
1. The rapidly changing environment of college athletics, encompassing both the business and educational aspects.
2. The need to balance the media's focus on highly compensated student athletes with the reality of the majority of student athletes who prioritize education and personal growth.
3. The importance of highlighting the broader skill development and life lessons that student athletes gain through competition, including adversity management, pressure handling, and teamwork, which contribute to their future success beyond sports.
Transcript
What is your biggest challenge in your current role?
The biggest challenge right now is the rapidly changing environment of college athletics. There's a significant business element, which can be challenging.
We've come a long way from when women just wanted an opportunity to play. It took Title IX being passed 50 years ago for women to compete in college.
That environment has changed so much, with the business side now prominent. Many people only see a small percentage of student-athletes receiving big sponsorship deals through the media. This can sour the experience for outsiders who focus solely on that.
My message to people is that this only affects a small number of student-athletes. We have 550 student-athletes, and the vast majority are here for their education and their passion for the sport. They are passionate about competing for Nebraska and its fans.
Most are not going pro, so they know this is their time to compete. They build many skills along the way. They learn to deal with adversity and pressure better than anyone.
Consider the pressure of filling a stadium and competing in front of 90,000 or 15,000 fans. However, it's truly about the education. I want to steer the narrative back to that.
Yes, some student-athletes are capitalizing on the moment, which is great for those who are marketable. But for the vast majority, they will never go pro. The avenues aren't there for every sport, and it's hard to reach that level.
They are competing, learning, striving to become their best selves, and setting themselves up for future success. They aim to become good community members, provide for their families, and find their next pursuit after their student-athlete careers.