it is a percentage of the effort from the previous season.
My primary target one season was a very good player who was ineligible. I spent maybe $40,000 localĀ on him hoping the extra cash would sway him into showing up. It didn't. He went juco 1500 miles away. But due to my effort $, the previous season, he showed up as considering me from the get go. I scouted the state, sent him a scholly offer and one CV. I then waited. At the 1pm cycle i showed as very solid on him and no-one fought me for him at all. He went from my most expensive bust to my cheapest stud ever.
Ineligibles are like a hard 4. They're a gamble, but when they hit they can really pay-off.