ERIC Number: EJ976148
Record Type: Journal
Publication Date: 2012-Mar
The Cinderella Effect: Does Athletic Success Translate into Advancement Gains?
CURRENTS, v38 n3 p38-43 Mar 2012
In this article, the author explores how athletic success translates into advancement gains. He shares the Cinderella story of the Butler University's Butler Bulldogs which became the prototypical college sports Cinderella during its star turn in the 2010 tournament. Many institutions say that their athletic accomplishments have brought them success in other areas. University officials say that basketball success has garnered a number of benefits, including an 82 percent increase in the number of donations since 1998 and a 160 percent jump in donors to athletics over the same time, notes Joe Poss, Washington's Gonzaga University's acting vice president for university relations. Its alumni are more engaged, as evidenced by the 30 alumni chapters that have sprung up across the country; before 1999 there were none. Total enrollment has grown from 4,400 students in fall 1998 to nearly 8,000 in fall 2011. Many university officials say they may have seen an increase in donations and applications even without their Cinderella story, but sports certainly stoked the fire. College and university officials know it's unrealistic to expect surges in admissions and donations to last forever. Institutions that waste vital resources chasing sports triumphs might never regain the spotlight. But schools can benefit from their enhanced visibility and name recognition, particularly if they peg the free publicity to their academics.
Descriptors: Publicity, College Athletics, Alumni, Achievement Gains, Athletes, Higher Education, Donors, Team Sports, Fund Raising, Institutional Advancement
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: email@example.com; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: Indiana; Virginia; Washington