I didn't read the hit piece, so if this was addressed I apologize. The RU collectives don't seem to set very attainable goals. Right out of the NIL gate the argument was and has been "we need to raise a bajillion dollars so we can buy the best players and compete with OSU, UM, psu". That's not going to rally the grunts when the whales decided to sit this one out. And I can't blame the grunts or the whales, given we just went through a fundraising & build out phase to get new athletics buildings built, plus the general RU $1 Billion drive, etc. Now we have the media rights money coming in, but athletics still papering over old budget deficits so they keep pumping us to pay $$$$ for more facilities.
Athletics needs to own the infrastructure they want and pay for it with Big Ten money. Then they can tell the fans to redirect donations to NIL pursuits. The collectives immediately need to state a push for attainable fundraising goals, like increasing total donations $1 million a year for the next 3 years, or increasing new donors 10% yearly for the next 3 years. Earn a few tangible wins, gain some momentum, then step back and shift into the next gear.