Appalachian scores on and off the field.

• Position: Western

Appalachian State University's football team has gotten national attention for putting points on the board, and it's not too bad at putting coin in the school's coffers. When it shocked college-football fans last September by beating the University of Michigan Wolverines at The Big House in Ann Arbor, one of the shrines of the game, ASU pocketed $400,000. This year's opener? Another road game against a history-rich team in college football's top division: Louisiana State University in Baton Rouge. ASU's take will jump to $550,000.

It's a good thing. Since 2005, when the Mountaineers began their string of national championships in college football's second-highest division, ASU has spent more than $50 million on buildings for football, baseball, softball and other sports. "The expectations changed for our athletic program after we won our first national championship," says Athletics Director Charlie Cobb.

So did perceptions of the school. More alumni are contributing money-donations guadrupled last year to nearly $2.2 million--more professors want to teach there, and more athletes want to play there. Again, it's a good thing. SAT scores for entering freshmen have jumped 42 points.

Championships and victories over better-known teams build enthusiasm and make ASU...