streetgames' new strategy | streetgames national conference 2013
DESCRIPTION
Presentation by StreetGames' Kerry McDonaldTRANSCRIPT
Kerry McDonald
STREETGAMES’ NEW STRATEGY (2013-17)
CHANGING SPORTCHANGING LIVES
CHANGING COMMUNITIES
THE 2:1 PROBLEM
• 42% 16-24 year olds are coached
• 38% compete• 43% are club
members• 45% achieve 3 x 30
mins • 10% volunteer
• 21% 16-24 year olds are coached
• 17% compete• 20% are club
members• 27% achieve 3 x 30
mins• 4% volunteer
PovertyProsperity
THE OPPORTUNITY
• 1.6 MILLION DISADVANTAGED YOUTH AGED 14-25
• STREETGAMES: 211,000 PARTICIPANTS SO FAR(ALL AGES)
• STREETGAMES: 4 YEAR TARGET OF 168,000 PARTICIPANTS AGED 14-25(10% OF MARKET)
• 1000 DOORSTEP SPORT CLUBS – 118,000 PARTICIPANTS AGED 14-25
DOORSTEP SPORT
SOCIAL OUTCOMES-eg Health; Crime
STREETGAMES NETWORK
MAINSTREAM SPORT
3 MAIN MARKETS FOR DOORSTEP SPORT
3 STRATEGY AIMSGROW
UNDERSTAND MAINSTREAM/INFLUENCE
GROW
StreetGames Network• 1,000 Doorstep Sport Clubs with c.350 partners =
118,500 participants • Other projects = 30,000 participants
Mainstream sport sector• Mainstream sport adopting doorstep sport method =
10,600 participants
Non-sport sector• Health/community safety/etc = 9,500 participants
UNDERSTAND
• Insight, Insight, Insight !!
• Test, evaluate, replicate
• Segments within disadvantaged youth market
• Doorstep Sport method – refined and refined and used by all sectors
MAINSTREAM/INFLUENCE
• Doorstep Sport Clubs to become part of the mainstream
• Doorstep Sport method understood and used by: – Mainstream sport (sports clubs, leisure centres)– Non sport (social interventions using sport as tool)
10 OPERATING PRINCIPLES OF DOORSTEP SPORT
1. Varied Sporting Offer (multi-sport) – APPROVED2. Equity - APPROVED3. Workforce Development - APPROVED4. Research, insight & data capture - TESTING5. Communications and Collaboration - TESTING6. Financial Sustainability - TESTING7. Changing the mainstream - TESTING8. Encouraging lifelong participation - TESTING9. Wider Social Outcomes – TESTING10. Youth Leadership and Action - TESTING
FINANCIAL SUSTAINABILITY
• Fundraising Doorstep Sport Advisers • Fundraising 3 hour workshop• Every Doorstep Sport Club – receive lottery
money and have Fundraising Plan agreed with StreetGames
• Business Advisory Boards – London; Bristol; Birmingham
• Influencing decision makers
STREETGAMES’ SERVICESDoorstep Sport ClubsInfrastructure of clubs,
coaches, and participants who have developed a sporting habit for life
Us GirlsProviding doorstep
sport for young women in disadvantaged
communities
StreetGames EventsThe events programme provides doorstep sport projects access to high
quality events and competitions building backed
by our corporate partners
Training AcademyLow cost, high quality learning opportunities for coaches, leaders
and volunteers
Cooperative StreetGames Young Volunteers
Providing volunteering and community leadership
opportunities to disadvantaged youth.
PartnersIn public and private sector
to grow sport in disadvantaged areas
STREETGAMES PRIORITIES
• Lead this sector well• 1,000 Doorstep Sport Clubs• Grow StreetGames network• Consultancy service to NGBs • Quality products – existing and new• Influence mainstream sport• Influence non-mainstream – especially
health/community safety
WHAT DO THEY REALLY THINK OF STREETGAMES?
2013 STAKEHOLDER SURVEY
SURVEY RESULTS
?
1. Does StreetGames add value to your organisation
1 2
5%
95%1. Yes2. No
2. Which current StreetGames service is most important to you right now?
1 2 3 4 5 6 7
22%
27%
15%
8%
2%
8%
18%
1. Information / Insight / Advice
2. Volunteering3. Us Girls4. Training5. Events6. Influencing NGBs 7. Health/Physical Activity
support
3. Which new service would you most like StreetGames to do next?
1 2 3 4 5 6
21%
13%
2%
24%
34%
6%
1. Crime/Community Safety programme
2. Disability programme 3. Talent identification and
development programme 4. Pop up clubs (short term
sports programmes linked to big events)
5. Incentive products and ideas to increase retention
6. None of above
STAKEHOLDER SURVEY
Key Findings • The StreetGames brand is a huge asset• 92% agree that StreetGames adds value to their organisation• 83% would like to work with us in the next 12 months• 68% are either 'satisfied' or 'very satisfied' with StreetGames • Confusion over are we mainly ‘driving up participation’ or
‘working for social cohesion’ • StreetGames needs to clarify its purpose and how everything
we do fits together
IN PARTICULAR THEY LIKE…
• We stand up for and champion Doorstep Sport• We are innovative and happy to experiment• We know our stuff – knowledge of ‘disadvantage’• Approachable, knowledgeable, friendly support (eg. Doorstep
Sport Advisors (DSA)• Insight, understanding and research• Good products (Us Girls, Volunteering, Events)• Training Academy – useful short courses in doorstep sport
that are well taught • Information/ideas
AND LOOK OUT FOR …
• Quality of frontline delivery• Becoming too bureaucratic or controlling • Growing too fast and making mistakes/losing
quality• Too much communication – streamline it for
effectiveness• Clarify relationship between increasing
participation and achieving social outcomes
A LONG WAY TO GO – BUT AT LEAST WE HAVE A PLAN HOW
TO GET THERE !!
Kerry McDonald
STREETGAMES’ NEW STRATEGY (2013-17)
THANK YOU