I'm going to disagree that Coyle is "soft" and assert that monetary donors to the U are hard on athletics. The U helped create and/or significantly grow companies like Control Data Corp, Medtronic, Cray Research, Honeywell, St Jude Medical, Cargill, and General Mills.
Many of these companies wanted to donate to areas where they would get direct returns like the I.T. dept, Medical School and Ag School. The U was trend laggards in getting alumni to develop endowments, in general with no large efforts starting until the early 1980s.
When they did start on endowments, the athletic department was ostracized by administration because it was easier to say "Hey, you are a leader in widgets and we have an exemplary widget school, which you went to by the way, so why not make sure it gets the funding it needs?"
Any athletic donations or endowments targeted Title IX efforts because of the misandry directed at revenue generating sports. Financial support, idealistically, went to shoring up non-revenue generating sports. This is why football got banished to the MetroDump, er, HHH Metrdome and the U started to lose sports revenues, because they were "sharing" them with non-University facilities and organizations.
Administrators became complacent with the lower athletic revenues believing their idealism was working. It was working until other schools started making efforts to upgrade and expand their sports to generate more revenues from more sports.
It was at this point the U employed the Ostrich method for handling finances school-wide. The wagons were circled because the moneyed crowd was going to attack the intellectual crowd. The focus was on delivering academic results and the pressure chipped away at integrity and accountability which is how we wound up with the last three decades of academic scandals at the U.
The administration also started hawking the behaviors of athletes once the balance tipped towards academic scandals outweighing athletic ones.
The StarTribune ran an article on the scandals at the U over the last decade or so because they have been so egregious. I would post a link to it, but I don't want to force their paywall on anyone.
When I say that the U has an integrity problem, I mean it Academic scandals, particularly financially related ones, have grown at an alarming rate. They outpaced any athletic ones. It seems like they are trying to keep academic funding growth at a pace with the NIL effect in athletics. They seem to be continuing to steer donations away from athletics thinking it will improve academic results. This takes the donors intentions out of the donors hands. What donors wants to feel that they have minimal control of their donations?
That same "lack of donation control" brush does paint over the athletic department. People want to donate to save Men's Gymnastics only to be essentially told "No". That is both an athletic and academic administrative blunder.
So I don't think Coyle is soft in terms of generating donations, I think the U, as a whole, has administrators who love exercising an entitlement to overreach their power limits.