What's the cost to compete in the SEC?

If the last page of the latest Arkansas athletic department’s annual report is any sign, fans should expect to be asked to give more money to the program in the coming months.

You can read more about the annual report here. It’s safe to assume, based on the last four pages of this 32-page report, that Arkansas is ready to take the next step in competing financially with their SEC brethren. It’s lined out in black and white, and when that wasn’t enough, in full color in the form of bar graphs and subtle, bolded and red-tinted reminders that Arkansas is lagging behind in the SEC’s money marathon.

The 32 pages in the Razorback athletics annual report provide a window into the financial world of the Arkansas athletic department. (Brandon Marcello)

“Arkansas ranks 9th in overall budget in the SEC,” one bold note states before changing to a red font for extra attention, “and are $15.4 million below the SEC member average of $75.7 million.”

“Our SEC colleagues and peer schools continue to invest more every year to remain competitive in all sports, particularly football and men’s basketball,” the report states.

And perhaps Arkansas is being too lenient. At least that’s what is being hinted on Page 29.

The Razorbacks have the lowest donation requirement for a fan wanting a seat near the 50-yard line on the lower level for football games in the SEC. That requirement is $150, according to the report. Alabama leads the way with a minimum donation requirement of $1,300, while Vanderbilt is 11th and ahead of Arkansas at $250, according to a telephone survey performed by the Razorback Foundation this year.

It shouldn’t be confused with coincidence that fundraising is more important now than ever, especially with Arkansas desiring to build a football operations center approaching $20 million as part of a larger master plan for facilities and other improvements.

Arkansas officials have looked at ways to raise funds since Jeff Long took over the reins as athletic director in 2008. Football ticket prices have jumped twice, the most recent expected to increase ticket revenue 12.1 percent. Most recently, John Erck was brought on board the athletic department in January to help with private fundraising, and the department still works closely with the Razorback Foundation to formulate strategies amid tough economic times.

“They’ve been good about moving us along and letting us go about our business,” said Harold Horton, the Razorback Foundation’s executive director. “Our whole job is to work with the athletic department. We’re working together to make this a good thing, to make it better.”

It remains to be seen what Arkansas does next, but the words to fans on the last page and back cover of the annual report were simple, to the point and worded more as a challenge than a plea.

“For decades, Arkansas fans have Called the Hogs,” the back page reads, with a backdrop of Arkansas fans calling the Hogs. “In the coming months, the Hogs will be calling on you. It is our turn to answer the call!”

The inside of the back cover leaves a lasting image to fans. (Brandon Marcello)

Is Arkansas starting a new fundraising campaign? Perhaps they’ll use a telephone or mailing list to ask for donations? We don’t know, but those options are possibilities.

My thoughts? Well, one possible solution is to start a fund-raising campaign similar to one spearheaded by Long while he was at the University of Pittsburgh, which raised $34 million in two-and-a-half years.

The campaign was called “Quest for Excellence.”

Long was hesitant when we discussed the possibility of cloning the campaign at Arkansas in December of 2008. Nearly two years later, has the economy rebounded enough for Arkansas to move forward with such a campaign? Is it crunch time for Arkansas, which is wanting to move up the ranks on and off the field?

“Unfortunately, you get a little bit nervous with the economic times right now and whether that would be a prudent thing to do,” Long told me in December of 2008. “We’re continuing to look at that and those decisions have not been made. We’ll continue to talk, discuss and strategize.”

Fast forward 19 months. Was this challenge to fans in the annual report nothing more than a cheerleading strategy or the start of something big?

We’ll see.

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Arkansas, Razorback Foundation call on fans for financial support

Make sure to check out WholeHogSports.com and the Arkansas Democrat-Gazette for more coverage. You can also follow us on Twitter for breaking news updates with @bmarcello and @wholehogsports.

— Brandon Marcello