She is clueless. It starts by getting out and getting the student body involved first. Get campaigns, promotions, boots on the ground to engage with students as soon as they get on campus and laying the foundation down that way. Get them involved from Day 1 and hype up our team and sport - the more we can get the students involved the more they become involved and will hopefully last and engage throughout their student experience which translates in to them being alumni and donors.
The average student wants to be catered to.... give them complimentary pizza coupons to Papa Johns or a Burger and Soda every game to get them through the door. Then deliver an amazing gameday experience with their friends rooting for their team and learning about our history and program and build from there. Winning helps of course but if they can get a free meal and entertainment for a Tuesday night then it beats hanging out in their dorm room.
Just like big tobacco.... the quicker and earlier you get a person hooked then you have a lifelong customer.
The sports department needs to take a look at the old fraternity and sorority lists from the 1970s-on and reach out to these people since majority of fraternities and sororities were big time supporters of Mason athletics and do what is possible to get these people re-engaged. Every home game should be a reunion for a Alpha Omicron Pi night, same with fraternities. Then go after donor lists from the past 30 years and see who has not donated to the school or sports in a long time and see how they can get these people re-engaged. Some times it just takes a personal invitation and update on all current things going on at Mason and Mason sports to ask for a $20 donation.