kids to the next level

everything he can... from preparation on the practice field, making sure he is in the right classes, getting the right grades to making contacts at the next level and sending them highlight materials.

I think the buck stops when a third string 4'3" DB that runs a 6.2 40 asks you to send a highlight tape to Notre Dame. If you don't believe that a kid can play at the next level, talk with the kid about possibly trying to walk on at a college they will attend for academics anyway. Be encouraging, yet realistic. You can't tell a kid that you will try to get him a scholarship that he doesn't deserve/earn.

At the end of the day, a coach must do everything he can to PREPARE every kid for the next level and those that CAN actually play, he must do everything he can to ensure his player gets an opportunity to play at the next level.

I think you should help those who have a legitimate shot. Phone calls, sending film, etc. should all be done if it is legit.

However, I think that the player needs to do his part as well. If he wants to sell himself to a school, he needs to do the work. A coach can not spend all of his time working for a kid looking for a free ride.