Managing Finances and Fundraising for the First-Year Coach

Being hired as a high school head coach is often an exciting milestone in any coaching career. It is an opportunity to build a program, continue the success of a winning team, or restructure one to maximize untapped potential. While eager to focus on drills, scheduling and their new title as “head coach,” those new to high school athletics may be unfamiliar with the administrative complexities of school-based sports, particularly when it comes to managing team finances and fundraising to cover season expenses.

Becoming Familiar with School Based Finances The goal for any new coach should be not only to raise funds for the upcoming season but also to adhere to best practices in managing their team’s finances. For example, various states and athletic organizations prohibit what are referred to as “pay-to-play” or “fair share” requirements, which are set or required dollar amounts student-athletes pay in order to cover their individual cost of participation.

For coaches coming from club sport backgrounds, where financial management is handled by the organization and players pay fees directly for participation and uniforms, using school-managed funds often requires a new perspective.

While learning school-based financial systems may seem challenging or tedious at first, the “red tape” surrounding donations and financial protocols is not a barrier to success. Ensuring that all funds flow through official school accounts, maintaining receipts, and properly documenting reimbursements are examples of common- site or district-based procedures that protect coaches, athletes and the school community from financial harm.

Ongoing collaboration with the athletic director is important when overseeing team funds and covering season expenses. Building a relationship with the booster organizations can open additional opportunities for program support. Coaches should always consult site administration when receiving gifts, grants or large donations, since school board policies, state guidelines and safety requirements may apply based on the donation’s nature or dollar amount.

Set and Communicate Priorities
At the start of a season, student-athletes often get caught up in the excitement of new uniforms or the latest training equipment, especially with the influence of “swag” and “media days” trending on various school and professional sports teams’ social media accounts. Coaches need to distinguish between wants and needs when faced with pressure to prioritize new uniforms, spirit wear or additional activities outside the regular-season schedule.

It’s important to promote leadership among players or team captains in financial discussions. Giving student-athletes both a voice and awareness of the program’s financial realities for the upcoming season leverages opportunities to learn life lessons. Just as utilities are paid before buying new clothes or going on vacation, referees, transportation, and essential equipment must come be fore team dinners, spirit wear or additional tournament entries. While those extras add quality to a season, they are not always essential to the program’s success.

Financial realities can be communicated to players and their families without violating “pay-to-play” laws by sharing projected season expenses and the average cost per player during a preseason meeting, but should avoid requests for specific payment amounts from families. Asking questions like, “How can we support fundraising efforts to meet essential needs?” or “Given our existing budget, what should be our top priority?” may yield difficult yet necessary conversations for fostering understanding and shared responsibility regarding team finances.

Practices to get the Season Started
The first year as a new coach can be daunting, so starting with simple, proven fundraisers through platforms like SnapRaise, eTeamSponsor or Apex that assist with social media promotion, outreach and donation management can help. Such organizations can be effective with assisting coaches in covering expenses until more sustainable, long-term fundraising methods are established.

While taking on much of the administrative work with collecting donations, these platforms do take a percentage of the funds raised and may not deliver payments to the program until after the season concludes. Over time, funds raised in partnership with outside organizations can finance community and revenue-building events like tournaments and alumni games. Furthermore, schools with established traditions can leverage alumni engagement through social media or special events to build lasting financial support.

Reflect, Appraise and Budget for the Future
After completing the season, new coaches should revisit the budget created at the beginning of the season and identify one new fundraiser to implement next year and one successful event to repeat. For example, coaches might combine an eTeam campaign with a tournament or alumni night. Keeping families, athletes and the school community informed about the needs of programs each season strengthens trust and long-term support. Managing finances for an athletics program is a constant cycle of planning, implementing, and reflecting.

Through meaningful reflection, coaches can develop sustainable practices that meet immediate needs during the season, remain adaptable during times of economic uncertainty, and plan for larger expenses that create quality experiences for future program participants.

Monique Paris Anderson is a special education teacher, girls tennis coach and assistant boys tennis coach at Emerald High School in Dublin, California. She is a member of the High School Today Publications Committee.