NIL for a Cause: NDSU, UND Players Turn Name, Image and Likeness Into Fuel for Fighting Pediatric Cancer
FARGO/GRAND FORKS (KVRR) – In a college football era where Name Image and Likeness (NIL) deals often look like little more than pay-for-play, two local standouts are proving the platform can be much more. North Dakota State’s Donovan Woolen and the University of North Dakota’s Kaden Vig are using their NIL opportunities not just for profit, but for a mission far bigger than football.
Now in its third year, Alex’s Lemonade Stand has teamed up with FCS Athletes, FCS Nation Radio, and Northwestern Mutual to raise money for pediatric cancer research. Woolen and Vig are the chosen athletes for their respective programs, and for both, the decision to join the campaign was an easy one.
“This is something I really wanted to get involved with,” Vig said. “All those funds are going to research to help stop kids’ cancer. It’s something great.”
Woolen echoed that mindset.
“I just saw an opportunity to help make a difference,” he said. “Any way we can find a cure to all types of cancer — it’s big.”
Competition With a Cause
FCS Nation Radio host Kevin Marshall helps push the message nationwide, and he doesn’t take the responsibility lightly.
“It’s the biggest thing I’ve ever been part of in my media career, and it’s not close,” Marshall said. “At the end of the day, everybody wins — especially children suffering from pediatric cancer.”
While the effort works toward one shared goal, it also comes with a competitive twist. Eighteen athletes and their schools battle on the fundraising leaderboard. For Woolen, the Derrick Dinger Network Office of Northwestern Mutual is the supporting branch eager to climb that list.
“We want to chip away at the leads some of the South Dakota schools have,” said Northwestern Mutual financial advisor Noah Sanders. “They’re raising over $20,000 a school, and we’re around a thousand. There’s a ton of opportunity.”
*Leaderboard as of 11/27/25*
- Aidan Bouman x University of South Dakota x Schenkel Network Office: $32,334
- Chase Mason x SDSU x Schenkel Network Office: $31,947
….
9. Donovan Woolen x Dinger Network Office x NDSU: $1,369
10. Kaden Vig x Safranski District Office x University of North Dakota: $1,239
FULL LEADERBOARD: CLICK HERE
So far this season, the collaboration has already topped $100,000 in total, and donations will continue through the day before the FCS National Championship in January.
How Fans Can Join the Fight
Supporters don’t need to dig deep to make an impact. A social-media-driven “Lemon Top Challenge” allows fans to snap a photo with a lemon on their head, prompting Northwestern Mutual to donate on their behalf.
“That’s how you guys can help me win,” Vig said with a grin. “I want to beat NDSU, I want to beat SDSU, I want to beat all the Dakotas.”
Vig’s challenge even made its way across enemy lines: NDSU head coach Tim Polasek posted his own lemon-top picture, which fired up the Bison’s fundraising partners.
“That was awesome of him,” Sanders said. “It shows anyone can get involved.”
Woolen has the same message for fans of both programs: every little bit matters.
“All donations help, even if it’s one dollar,” he said. “Give what you can, or encourage others. It’s a competition, but we’re all moving toward the same goal.”
Vig added that even small contributions add up quickly.
“If five or ten bucks comes from everyone, that goes a long way,” he said. “If 50% of Grand Forks donates? That’s a lot of money.”
Marshall’s Final Challenge to Bison Nation
With the campaign entering what Marshall calls “the fourth quarter,” he delivered one final push—especially toward a fan base known for setting the standard.
“There’s not a better team anywhere in FCS football than North Dakota State,” Marshall said. “And they are way behind right now. Bison fans want to be number one in everything. Let’s just go. We’ve got the playoffs, and now this. Let’s end pediatric cancer in our time.”
Directions for Lemon Top Challenge
Post a picture on social media balancing a lemon on your head!
1. Tag @alexslemonade and @northwesternmutual
2. Include the hashtag #LemonTopChallenge and your school hashtag.
3. The Northwestern Mutual Foundation will donate $10 for every Lemon Top Challenge post.
- For NDSU it is #GoBison
- For UND it is #LGH
Click the following link to donate to NDSU x Donovan Woolen: Donovan Woolen x Dinger Network Office x North Dakota State University
Click the following link to donate to UND x Kaden Vig: Kaden Vig x Safranski District Office x University of North Dakota
