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South Carolina Athletics is always looking for ways to increase annual fund donations and ticket sales.

But in recent years, the department noticed a growing churn in season ticket renewals—despite multiple major wins in its popular, revenue-driving sports. Eric Nichols, Sr. Associate AD/Marketing and Branding, had a hunch that the department needed to be working smarter—not harder—if it wanted to achieve its goals. “We recognized that we were adding new season ticket buyers at a good clip every year, but we were often losing them quicker than we added them,” he says.