Two pieces of advice I would give the athletic department.
The first is, you have one advantage that other fundraising operations on campus don't, and that is multiple retail businesses: concessions from games, apparel from Cy's Locker Room, events at CY Stephens, etc. And that means you have tons of data. Get some graduate students from some of these new data analytics programs to work and start looking for some trends.
Second, whatever benefits they do offer should be simple, straightforward, easy to remember, and usable. Almost every company you do business with these days has a rewards program, and most of them are set up to look like the company is generously giving away freebies - but in reality they're overly complicated or restrictive to use, and so most people don't. It's a win-win-win for the company: they get to look good for giving something back to their customers, most won't take advantage of it (thus costing relatively little), and they vacuum up customer data in the process.
Make it easy, a total no-brainer that people don't have to manage and will actually use, so they feel like they're actually getting something.