SPORTING
PROGRESS
A new strategy
for the EFL Trust
The official charity of EFL
SPORTING PROGRESS — A new strategy for the EFL Trust
SPORTING PROGRESS — A new strategy for the EFL Trust
A new season, a new name and a new strategy for our
organisation. After nine remarkable years as The Football
League Trust, using the power of sport to influence the
lives of millions of people we look forward to the future
with a renewed enthusiasm and purpose as the EFL Trust
– the Official Charity of the EFL. We remain committed
to developing outstanding provision in sport, education,
health and community engagement with the 72 clubs of the
EFL that has real impact in communities across the country.
FOREWORD
FROM MIKE EVANS, EFL TRUST,
DIRECTOR OF OPERATIONS
We are privileged to work with the
national network of EFL clubs and
their charity based community
trusts, each of which utilise the
unique position they hold in the
heart of their local community to
deliver a huge range of outstanding
projects for the betterment of
their local community. Our role
at the EFL Trust, as outlined in
this document, is to support this
network in a number of different
ways, helping them to become
‘best in class’ at what they do,
through to ensuring their work is
recognised at the highest levels
within Government – with the
ultimate aim of enabling them to
use the extraordinary power of
sport to make a positive impact on
society in as many areas as possible.
We are delighted that the DCMS and
Sport England have made recent
strategy announcements that focus
on the wider benefits of sport and
physical activity, something the EFL
Trust passionately believes in and
has long campaigned for.
We would like to thank all of our
many stakeholders who have
helped us to shape our strategy,
in particular The PFA, The Premier
League, The FA and EFL without
whose support none of this would
be possible.
Supported by
SPORTING PROGRESS — A new strategy for the EFL Trust
COMMUNITY
ASPIRATION
CORE
VALUES
CREDIBILITY
PROGRESS
The EFL Trust is the official charity of
the EFL (English Football League).
One of the UK’s largest and well
respected sports charities, EFL Trust
uses the power of sport, in particular
football, to deliver a wide range of
community initiatives focusing on
raising aspirations and improving the
quality of life for people within the
communities of the EFL’s 72 clubs.
Launched at the start of the 2016/17 season,
the inception of the EFL and the EFL Trust marks a
new era in English football as The Football League is
renamed for the first time since its creation in 1888.
At the heart of the EFL family’s new identity are
four core values of aspiration, credibility, progress
and most importantly – community. These values
acknowledge that the strength of the EFL brand lies
in the diverse football experience it provides. Both
the EFL and EFL Trust combine to offer high profile
competitions, a fanbase of millions, a rich heritage,
business innovation, leadership and governance,
and a network of seventy two clubs and their
community trusts uniting the local communities
to which they are wedded.
SPORTING PROGRESS — A new strategy for the EFL Trust
With seventy two EFL club
community trusts in its network
the EFL Trust provides leadership,
structure and a collective
identity to programmes of
varying size and structure.
The EFL Trust and its network of EFL club
community trusts tackles society’s greater
goals by inspiring people through powerful
projects built upon a foundation of our four key
themes: sport, education, health and community
engagement.
THE EFL
TRUST
NETWORK
The community trust’s network has a combined
annual turnover of over £44 million, employing
2,500 members of staff, including teachers,
coaches and professional health workers. Based
in the heart of their communities the Trusts use
their magnetism combined with their club badge
and heritage to connect with people many other
organisations struggle to engage.
SPORTING PROGRESS — A new strategy for the EFL Trust
TO PROMOTE A POSITIVE PERCEPTION OF THE EFL
AND CLUB BRAND
• Positively communicating the brand narrative of
‘A Football Experience for Everyone’.
• Showcasing the brand values that underpin this
narrative.
• Ensuring the visual identities of the EFL, Club
and Community Trust are consistent and fit for
purpose.
• Introducing innovative activities that position
the EFL, Club and Community Trust as dynamic
organisations. who break new ground for the
benefit of its stakeholders.
SHARED AIMS:
EFL & EFL TRUST
TO RETAIN AND SUPPORT A GROWING AUDIENCE
FOR EFL AND CLUBS
• Focus on broadening the demographic of our
fan base, especially children and young adults.
• Be innovative in reaching out to a broader
section of the community.
• Provide increased opportunities for fans to
engage with their Clubs and Community Trusts.
SPORTING PROGRESS — A new strategy for the EFL Trust
EFL
TRUST
EFL
EFL Clubs
72 professional clubs
HOW EFL CLUBS
AND THEIR TRUSTS
BENEFIT THEIR
COMMUNITIES
EFL Club Trusts
72 community trusts
At the heart of their
communities
Positive
about CSR for
business and the
community
Using the power
of the club badge
to positively
impact the
community
Promoting the
club through
sport, health,
education
and positive
citizenship
SPORTING PROGRESS — A new strategy for the EFL Trust
SHARED AIMS:
THE GOVERNMENT
AND THE EFL TRUST
In December 2015, the
Government’s publication of
‘Sporting Future: A New Strategy
for an Active Nation’ precipitated
a detailed review of EFL Trust’s
current strategy and operations
with a view to being relevant
and fit for purpose in a new and
challenging sports environment.
comprehensive
provision
SPORTING
PROGRESS — A new
strategyfor
for the EFL Trust
This review has involved comprehensive
consultations with key partners and
stakeholders, the outcome of which is a
new three year EFL Trust Strategy ‘Sporting
Progress’ detailed below. The strategy
takes into account the five ‘simple but
fundamental outcomes’ that sit at the
heart of the government strategy.
In terms of the current context
the existing provision from
the EFL Trust and its EFL club
community trusts in relation
to these five outcomes is:
PHYSICAL HEALTH
Primary schools multi sports
teaching, ‘Move and Learn’
programme, healthy lifestyles
curriculum support, Kid’s Cup,
Girls Cup and Futsal Cup for
boys and girls, Female Football
Development (FFD), pathways
for participation and progression,
Walking Football (for 50 years
and over).
MENTAL HEALTH
A range of health awareness
programmes for young people
and adults to improve the
participants’ well-being,
communication skills and selfconfidence.
INDIVIDUAL DEVELOPMENT
Numeracy and literacy
programmes in primary schools,
persons with disabilities, clubs
hosting Pupil Referral Units,
volunteering opportunities,
BTEC sports and leadership
qualifications, Traineeships,
Apprenticeships, and Employability
courses, Community Coaching
Foundation Degree and Open
University Degree programmes.
SOCIAL AND COMMUNITY
DEVELOPMENT
National Citizen Service (NCS),
volunteering for social action and
inter-generational projects,
delivering sport and qualifications
within the Youth and Criminal
Justice systems, using sport as a
tool to fight anti- social behaviour
and crime at a local level.
ECONOMIC DEVELOPMENT
Workforce development within
the community sports sector,
local authorities, LEP and ESF
commissioned programmes and
projects with commercial partners.
SPORTING PROGRESS — A new strategy for the EFL Trust
A new strategy for the EFL Trust
(2016-19)
SPORTING
PROGRESS
This strategy aims to outline the drive and
ambition of the EFL Trust and its network
of EFL club community trusts and give
coherence to the strategic direction of all
of those organisations. It has been drafted
through consultations with internal and
external stakeholders and incorporates full
consideration of the Government strategy
‘Sporting Futures’ and the pursuit of a broader
engagement in sport and physical activity.
SPORTING PROGRESS — A new strategy for the EFL Trust
EFL Trust Vision and Mission
EFL Trust Values and Culture
VISION
EFL Trust recognised as a national
leader in developing provision for
sport, education, health and
community engagement.
Our culture is one of: Quality, Advocacy,
Collaboration, Integrity and Solidarity
Our values are:
MISSION
To advise, support and
resource the network of
community trusts of EFL clubs
in the development of their
community provision and
represent their best interests
to key stakeholders.
COMMUNITY
We believe that through supporting our network
we can increase inclusivity and make a positive
contribution to the communities of the EFL’s 72
clubs and beyond.
PROGRESS
We believe that with increased partnership, learning
and participation we can increase the sustainability
of the EFL clubs as hubs of their communities.
ASPIRATION
EFL TRUST CULTURE
AND VALUES
We believe that using the power of football, EFL
clubs and professional players as role models that
we can raise aspirations in the 72 communities of
the EFL clubs and help those communities realise
their full potential.
CREDIBILITY
We will strive for the highest corporate standards
in governance and gain approval from stakeholders
through accountability, transparency and progress.
SPORTING PROGRESS — A new strategy for the EFL Trust
EFL Trust Strategic Areas and
Objectives
To fulfill our role as the official charity of EFL and
our mission of advising, supporting and resourcing
the 72 EFL club community trusts and representing
their best interests on a national scale the following
six strategic objectives will define our work
programmes over the next three years:
STAKEHOLDER RELATIONSHIPS
To champion the work of EFL Trust and the 72 EFL
club community trusts to stakeholders and other
key decision makers.
ORGANISATIONAL DEVELOPMENT
To develop the capability of the 72 EFL club
community trusts to the highest corporate
standards.
BUSINESS DEVELOPMENT
To grow funded and other programmes through
existing and new partnerships.
MARKETING AND PROMOTION
To promote and connect the work of the 72 EFL
club community trusts to all relevant audiences.
INSIGHT AND IMPACT
To be evidence based in making decisions.
PROGRAMME DELIVERY
To resource and support the 72 EFL club community
trusts in the delivery of their programmes.
SPORTING PROGRESS — A new strategy for the EFL Trust
To champion the
work of the EFL Trust
and the 72 EFL club
community trusts
to stakeholders and
other key decision
makers.
THE OUTCOMES WE WANT TO SEE:
• A greater recognition of the work of EFL Trust
and the 72 EFL club community trusts with EFL
clubs, policy makers and funders.
• EFL Trust increasing its ability to deliver on its
plans through collaboration and partnerships.
THE STRATEGIES WE ARE GOING TO USE:
• Produce a three year Strategic Plan with
an annual review.
• Promote the work of EFL Trust and the 72 EFL
club community trusts at every opportunity.
WHAT WE ARE GOING TO DO
• Demonstrate the value of what the 72
EFL club community trusts do.
• Seek national and regional platforms to
outline our strategy and progress.
• Provide and deliver staff and trustee training.
• Organise regular meetings and a
National Conference for the 72 EFL club
community trusts.
STAKEHOLDER
RELATIONSHIPS
SPORTING PROGRESS — A new strategy for the EFL Trust
To develop the
capability of EFL Trust
and the 72 EFL club
community trusts to
the highest corporate
standards.
ORGANISATIONAL
DEVELOPMENT
THE OUTCOMES WE WANT TO SEE:
• EFL Trust and the 72 EFL club community trusts
regarded as widely trusted, transparent and
accountable organisations.
• A culture of continuous improvement in EFL
Trust and its 72 EFL club community trusts.
THE STRATEGIES WE ARE GOING TO USE
• Provide services that are relevant to the 72 EFL
club community trusts.
• Improve governance and financial procedures.
WHAT WE ARE GOING TO DO
• Manage and develop an annual governance audit
for EFL Trust and its 72 EFL club community trusts.
• Increase the financial independence of EFL Trust
and its 72 EFL clubs and their club community
trusts.
• Provide and deliver staff, trustee and managers
training.
• Support the production of strategic plans for
the 72 EFL club community trusts.
• Continuously review performance, policies
and procedures.
SPORTING PROGRESS — A new strategy for the EFL Trust
To grow funded and
other programmes
through existing and
new partnerships.
THE OUTCOMES WE WANT TO SEE:
• To increase the sustainability of the EFL Trust
and its 72 EFL club community trusts.
• Ensure the EFL Trust and its 72 EFL community trusts
are proactive in their communities and regions.
THE STRATEGIES WE ARE GOING TO USE
• Seek more new business opportunities that align
with our Vision and Mission.
• Provide support for the 72 EFL club community trusts
in developing new business in their community.
WHAT WE ARE GOING TO DO
• Meet our revenue targets for each of the next
BUSINESS
DEVELOPMENT
three years.
• Generate new programmes for the 72 EFL club
community trusts.
• Develop the future workforce of the 72 EFL club
community trusts and the wider sports industry.
• Develop our 72 EFL club community trusts
capacity to work with strategic partners.
SPORTING PROGRESS — A new strategy for the EFL Trust
To promote and
connect the work of
EFL Trust and the 72
EFL club community
trusts to all relevant
audiences.
THE OUTCOMES WE WANT TO SEE:
• An EFL Trust marketing and brand strategy that is
shared by the 72 EFL club community trusts and
stakeholders.
• EFL Trust providing a national media platform for
all Trusts to utilise.
THE STRATEGIES WE ARE GOING TO USE
• Align our activity with that of the 72 EFL club
community trusts and stakeholders.
WHAT WE ARE GOING TO DO
• Develop a bespoke approach that reflects our
MARKETING AND
PROMOTION
vision, mission and target audiences.
• Define our brand values and messages.
• Determine and utilise our unique selling points.
• U tilise EFL Trust social media as a hub for all 72
EFL clubs community trust activity.
• I ncrease the positive media profile of EFL
clubs community trust engagement in their
communities.
SPORTING PROGRESS — A new strategy for the EFL Trust
To be evidence
based in making
decisions
THE OUTCOMES WE WANT TO SEE:
• Programme design and delivery informed through
research of current practice.
• EFL Trust and the 72 EFL club community trusts with
the capacity to measure the impact of its activities.
THE STRATEGIES WE ARE GOING TO USE
• Collate up to date information on all programmes
being delivered in the 72 EFL club community trusts.
• Gather feedback on 72 EFL club community trusts’
ability to deliver on its plans.
INSIGHT AND
IMPACT
WHAT WE ARE GOING TO DO
• Identify the data requirements of projects at the
inception of contracts.
• Strengthen reporting functions for existing EFL
Trust projects.
• Develop methods to measure the social impact
of EFL Trust and the 72 EFL club community trusts.
SPORTING PROGRESS — A new strategy for the EFL Trust
To resource and
support the 72 EFL
club community
trusts in the delivery
of their programmes.
THE OUTCOMES WE WANT TO SEE:
• Pathways for participation and progression that
meet community needs.
• Inclusive and quality delivery across the 72 EFL
club community trusts.
THE STRATEGIES WE ARE GOING TO USE
• Draw on government, European and discretionary
funding to meet the identified needs of our Trust’s
communities.
• Develop robust self-assessment and improvement
processes to enhance the participants’ experience
on all programmes.
PROGRAMME
DELIVERY
WHAT WE ARE GOING TO DO
• Establish programmes which enhance
employment opportunities, encourage
community engagement and support
Government priorities.
• Encourage innovation and share best practice
throughout the 72 EFL club community trusts.
SPORTING PROGRESS — A new strategy for the EFL Trust
In an environment where transparency and
accountability are paramount, and scarce resources mean we have to make every action
count, it is important that we monitor and
evaluate our progress and communicate it to
all internal and external stakeholders.
The evidence of sport’s impact on physical and
mental health, building social capital, educational
attainment, employability and economic growth
is well established. The Government Strategy
has clearly referenced this positive influence
in society, and has also emphasised that social
impact will be at the heart of measuring sport’s
contribution in the future.
MEASURING
OUR PROGRESS
EFL Trust will use key performance indicators and
annual targets to measure its progress against ‘The
Outcomes We Want To See’ detailed in its Strategy.
For those outcomes that are less tangible such
as those specified in the Government Strategy
- mental wellbeing, individual development and
social and community development, we will take
guidance from Sport England’s work on the best
way to include measures of subjective wellbeing,
perceived self-efficacy and levels of social trust.
NATIONAL DELIVERY, LOCAL IMPACT
OUR 72 EFL CLUB COMMUNITY TRUSTS
Supported by
@EFLTrust • 01772 325954 • [email protected] • efltrust.com