Dr. Brian D. Wickstrom — Doctoral Dissertation (2006)

Athletics Donors' Preferences for an Athletics Director’s Leadership Characteristics and Behaviors
Doctor of Education (EdD), Eastern Michigan University, 2006

Download the Full Dissertation (via EMU Digital Commons)- https://commons.emich.edu/theses/105/

Overview

In 2006, I completed my Doctor of Education in Educational Leadership at Eastern Michigan University. My dissertation focused on a critical and often overlooked area of collegiate athletics administration: understanding what leadership characteristics and behaviors athletics donors value most in an Athletics Director.

At the time, very little empirical research existed on donor expectations specific to AD leadership. My goal was to identify patterns that could strengthen donor relations, increase giving, build trust between donors and athletic departments, and shape how Athletics Directors lead strategically.

Purpose of the Study

This research explored the foundational question:

“What leadership characteristics and behaviors do athletics donors most value in an Athletics Director, and how do these preferences influence donor engagement and financial support?”

The study examined:

  • Donor-valued leadership characteristics

  • Behaviors that build trust, transparency, and confidence

  • How communication style affects donor satisfaction

  • The relationship between AD leadership and donor willingness to give

  • The importance of visibility, connection, and authenticity

Key Findings

1. Donors Prioritize Visible, Engaged Leadership

Donors consistently value Athletics Directors who are:

  • Present and accessible

  • Engaged with supporters

  • Actively involved in events

  • Invested in student-athlete success

2. Transparent Communication Builds Trust

Donors emphasized the importance of:

  • Regular updates

  • Honest communication

  • Responsiveness

  • Relationship-building conversations

3. Leadership Style Directly Impacts Giving Behavior

The most valued leadership traits included:

  • Integrity

  • Professionalism

  • Competence

  • Enthusiasm

  • Strategic vision

These qualities directly influenced donor confidence and financial contributions.

4. Donors Want an AD With a Clear Vision

Donors support leaders who can clearly articulate:

  • Department priorities

  • Long-term goals

  • Pathways to success

  • How donor contributions make an impact

5. Relevance in Today’s Athletics Landscape

Nearly two decades later, the insights from this research remain powerfully relevant — especially in the era of:

  • NIL

  • Conference realignment

  • Donor-driven facilities

  • Elevated expectations for transparency

  • New fundraising models

The central theme remains:

Donor trust is built on credible, authentic, visible leadership.

My dissertation has continued to guide how I lead, communicate, develop donor relationships, and create strategic fundraising systems.

How This Research Has Shaped My Career

Throughout my leadership roles in college athletics and executive administration, the principles from this dissertation directly influenced:

  • Record fundraising achievements

  • Donor engagement strategies

  • Facility expansion projects

  • Community and alumni outreach

  • Staff leadership development

  • Strategic communication plans

  • Donor retention and stewardship models

Survey Findings

Through my research, three significant patterns emerged regarding donor expectations for Athletics Director leadership:

1. Donors value authentic, relational leadership.

They want transparent, consistent communication and a leader who engages them personally—not just during campaigns.

2. Donor trust directly impacts fundraising outcomes.

Institutions with ADs who demonstrate integrity, accessibility, and clarity in vision see stronger donor retention and increased giving.

3. Donors expect ADs to lead strategically, not just operationally.

This includes long-term planning, sound financial stewardship, and communication of a coherent institutional vision.

These findings shaped my leadership philosophy and informed my approach across multiple university advancement roles.

This academic foundation gave me a unique advantage:

I understand donor expectations through both data-driven research and real-world application.

Full Dissertation Access

Official Eastern Michigan University Digital Commons Link:
https://commons.emich.edu/theses/105/