Andy Taylor Foundation and Community Manager - EFDN
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Andy Taylor
Foundation and Community
Manager
22/11/2018 1
Our Community 22/11/2018 2
Our community • Amongst the most deprived areas in the country • Low number of local residents involved in the club (tickets and sales) • Focussed our funded work in the local constituency areas – population c. 330k • Difficult balance with being a global brand – but have to benefit local people • Excellent work already being done by local organisations – how can we support? • Wanted to find a way to be a ‘better neighbour’ 22/11/2018 3
Our outcomes 22/11/2018 4
Supporting Our Own
• The banner for the club’s community and Foundation work
• Active neighbour and valuable community partner
• Address local priorities through delivery of Foundation projects
• Support including small grants, training, advice, guidance and
recognition for local organisations
• Wider support for official charity partners and other Birmingham
charities
• Connect the fans with the club – support for former players and
Villa fans facing tough personal circumstances
22/11/2018 5
22/11/2018 6
22/11/2018 7
The Foundation and AVFC • Registered charity that is financially independent from AVFC – part of AVFC group of companies • Two years ago, all Foundation staff employed by the club • Set out on a complete overhaul of the Foundation and its function and purpose • Very clear strategy to be independent in legal and financial terms but not separate 22/11/2018 8
The Foundation and AVFC • Foundation takes on a large number of club functions – e.g. charity donations, fan requests, food donations, matchday activity, remembrance service • Other areas where departments were doing their own thing – needed consistency and ownership • Wanted to create something that all staff (club and Foundation) bought in to and were proud of 22/11/2018 9
Why?
• Approached about free tickets for a local youth
group – decided on litter pick and payback
• Store card for EFL sponsor Wickes – decided to use it
to help a local community centre
• Club setting up an official Former Players Club –
ongoing support always highlighted by ex-pros
• Forging closer links between Academy and local
grassroots clubs – training ground location
• Lots of requests from charities about collections,
donations and club support
• Requests from fans for people facing difficult
circumstances
22/11/2018 10The concept • Do something different – not just projects and more projects • Create an overriding brand and philosophy in everything that we do relating to community and fan engagement • Connect with fans – create a ‘family feeling’ • Connect the club with the local people – too far removed and not engaged • Support local organisation already doing great work • Provide consistency and exercise control in terms of external charity support • Link to club marketing and branding #PartOfThePride • Get universal club departmental buy-in, a Club CSR strategy 22/11/2018 11
Our Profile
• Ensuring the local community knew we were committed to working with them
• Fundraising for a cause
• Homeless agenda
• Transparency
• Fan engagement in fundraising and events
• Different causes resonate with different fans for different reasons
• Aston Villa family feeling
• One of our own
22/11/2018 12Departmental support
Marketing
Video Website support with Direct
Match day
Marketing production for
articles and Fifty50 and promotional marketing to
and Media impact and opportunities
social media other club database
awareness fundraising
Included Rights for Tickets for Subsidised/
Allocation of groups and discounted
in pitches charity Ticketing
Partnerships player visits and beneficiaries Corporate box
partners and
to charity
and signed hospitality when and venue
partners memorabilia required usage
support
Staff Driven from Buy in to Ideas –
Human what we
Resources volunteering Staff the top - are trying connect
time CEO to achieve the dots
22/11/2018 13Departmental benefits
Strong
content for Player
Marketing, media appearances Match day Former player
and website and events and and ‘legend’
communications media with
substance activations involvement
channels
Engaging the
Caring club – Links to local
positive PR partner’s ‘Feel good’ community
Partnerships own CSR and Human factor for
for club Resources – future
partners ‘give back’ staff match day
agendas staff
Positive
Boxes and Good news
engagement Potential new
Ticketing and tickets stories when
with fan fans and
hospitality donated at tickets and
groups and hospitality
quieter games boxes are
supporters customers
donated
clubs
22/11/2018 14Whole club benefits
• Foundation leading on all aspects of community
engagement
• An identity for all of the little things that we do to
help individuals and the local community
• Supports the philosophy of ‘Part of the Pride’
• Answer to ‘what do you do’ – more than just ‘our
Foundation’
• Holistic approach to community engagement
• Change of ownership and leadership – engrained
and established
• To be developed organically…
22/11/2018 1522/11/2018 16
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