LFC Foundation Impact Report 2021 - EFDN
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Impact Report 2021
LFC Foundation
Impact Report 2021
1
LFC Foundation Impact Report 2021
Contents
Foreword and Acknowledgements 4
Executive Summary 6
1 Introduction 8
2 LFC Foundation Theory of Change 10
3 LFC Assets and Resources in Foundation 14
3.1 The LFCF Staff Team 14
"THE TWO PEOPLE 3.2 Marketing and Communications 15
RUNNING THE SESSION ARE
3.3 Partnerships 16
PROPER "YOU CAN SAY
ANYTHING AND 3.4 Finance 17
BOSS!’’ NICE
WON'T GET JUDGED. EVERYONE IS
4 Programme Delivery and Intermediate Outcomes 18
"EVERYONE HAS A VOICE,
AND WELCOMING." 4.1 Sport and Physical Activity 18
COACHES INCLUDE EVERYONE" 4.2 Health and Wellbeing 21
‘‘EVERYONE HAS A CHANCE TO
4.3 Education and Life Skills 22
"GENUINELY CAN’T THINK OF
SPEAK 4.4 Employment and Training 24
AND THERE IS NO
ANYTHING YOU CAN DO TO 4.5 Youth Interventions 25
IMPROVE. YOU HAVE A JUDGEMENT.’’ 4.6 Community Engagement 26
GREAT COACHING "I LIKED BEING ABLE TO TALK
ABOUT STUFF WITHOUT
4.7 International Work 27
TEAM’’ BEING "IT WAS FUN AND
4.8 Priority Outcomes 29
"IT WAS FUN JUDGED’’ INTERESTING" 5 Who the LFC Foundation Supports: People and Places
5.1 Participant Profile
30
30
LEARNING ‘‘FRIENDLY COACHES 5.2 Indices of Deprivation 32
NEW THINGS INCLUDED "FELT SAFE, FELT
MADE ME FEEL AT
5.3 Mapping Participants and Venues 33
AND MEETING NEW PEOPLE" AND
EASE.’’
I WAS HEARD.’ 5.4 Participant Survey Results 35
5.5 Other Beneficiaries 36
"FUN AND WELL
ORGANISED" “IT WASFUN, OPEN
"KIND PEOPLE
AND LET YOUR 6 Covid-19: The LFC Response 38
AND I COULD GET TO SAY
"HELPS YOUR
WHAT I WANT” FEELINGS OUT" 7 Keeping Score: Evaluation, Measurement and Long-Term Impact 40
MENTAL HEALTH, 7.1 The Story So Far: External evaluation and reporting 40
"IT WAS FUN
ABOUT HOW TO DEAL WITH ISSUES" 7.2 A New Season: Integrated impact measurement 41
LEARNING
"COACHES ARE
"GIVES ME GOOD
NEW THINGS KIND.’’ 8 What’s It Worth? Valuing The Impacts Of LFC Foundation’s
2019-20 Programme Delivery
44
AND MEETING NEW PEOPLE"
PHYSICAL 8.1 Introduction 44
EXERCISE, "IT HAS MADE MY 8.2 What is SROI? 44
PHYSICAL
GOOD FUN"
8.3 Applying the UEFA GROW SROI Approach to LFCF 45
HEALTH 8.4 Results 48
‘GET TO TALK BETTER." 8.5 SROI Ratio 49
ABOUT STUFF,
GET TO BE
"THEY ARE FUN 9 Global Sustainability Alignment: United Nations SDG mapping
and valuation
50
OPEN" AND IMPROVE MY
9.1 SDG Mapping 51
FOOTBALL" 9.2 Indexation and valuation 52
3
LFC Foundation Impact Report 2021
Foreword and
Acknowledgements
Welcome to the LFC Foundation and Red Neighbours season 20/21 impact
report.
This marks the charity’s journey of improving Whilst Monitoring, Evaluation and Learning Over the course of the past 12 months Substance
our evidence-based practice and on-going (MEL) has been part of the LFC Foundation’s has worked with the LFC Foundation to help them
commitment to improving the standard of the work for some time, we recognise that in reality demonstrate the impact and value of their work.
services we offer to our participants. we are only on the start of the journey of That task was brought into stark relief in the
accurately and effectively monitoring, recording context of the global pandemic that has affected
Over the past 12 months we have made significant and demonstrating the impact of our work, and so many lives and the work of those that seek to
improvements to the way we collect our impact we are committed to continuously developing serve less fortunate individuals and communities.
data, the type and quality of the data we this over the coming years.
receive and how this intelligence is used. This During this time, we have been struck by their
enables us to deliver the very best services and We are extremely proud of unceasing effort to deliver high quality, impactful
experiences for young people and families, and work in the most trying of circumstances. In
the work we deliver, but also
to achieve our mission of creating life changing such contexts it is often quite easy to set aside
opportunities for those living in our most recognise that we must always concerns about monitoring, measuring and
underserved communities. strive to improve, adapt, reporting. That has not been the case with the
LFC Foundation. Rather, alongside their frontline
It also helps to ensure our resources are directly
change and on occasion stop delivery, they have brought renewed attention
addressing the key issues our participants face in individual programmes if they and focus to the task of not only telling the story
their daily lives, and that all funding we generate are not meeting the needs of of their work but also using learning and evidence
and receive is effectively utilised for that purpose. to improve their practice and impact.
participants.
The global pandemic is a good example of In this report we are pleased to share an account
why this is so important, as it enabled the For that reason, the development of of those efforts and the ways in which they
Foundation, Liverpool Football Club’s local CSR evidence-based practice is key. are enabling the organisation to be better at
team ‘Red Neighbours’ and indeed LFC as a whole what they do and better at demonstrating the
to provide emergency support to local families in Matt Parish difference that they make.
the areas they needed it the most, including CEO, LFC Foundation
food provision and mental health support.
Tim Crabbe
Chief Executive,
Substance
4 5
LFC Foundation Impact Report 2021
Executive Summary 9.06/10
Average Rating
8.83/10 would
Recommend LFCF
£22.955,367.50
Contributions to
SROI ratio:
£1: £15.29
of a session to a Friend UNSDGs
The LFC Foundation (LFCF) is the official charity The LFCF is also able to mobilise the power of the Over half (54%) of the registered participants In terms of overall satisfaction, responses
of Liverpool Football Club (LFC). Working in areas LFC brand in order to promote its work both locally in those programmes were from the 10% most were even more positive.
of high need and deprivation across the Liverpool and globally through partnership programmes deprived local authority wards in the country and
City Region (LCR), it aims to deliver sustainable and linking to wider LFC activity. Across its social nearly three quarters (72.5%) were from the 20% • On average sessions were rated 9.06
and long-term change for communities and to media platforms LFCF has experienced a 70% most deprived wards in the country. This ranged on a scale of 0-10 where 10 is the most
ensure that its work continues to benefit future rise in the number of posts and a 53% rise in the from 99.6% of participants in the On Target positive.
generations. It is in this context that LFCF’s desire number of followers year on year. The Foundation programme to 49.3% of participants in Football
to improve its impact practice has emerged. also benefits from a wide network of support Development programmes who were from the 10% • In terms of likelihood that they would
In pursuit of this aim Substance has worked with partners and a strong financial base, providing most deprived wards. recommend the LFC Foundation to a
the Foundation over a 12-month period to build a stable, well-resourced and well-connected friend, the average score was 8.83 on a
the ability to define, monitor, assess and report environment from which to deliver its mission. It perhaps goes without saying that the period scale of 0-10 where 10 was the most likely.
on the impact of its work in a comprehensive and during which this impact report was prepared
sustainable way. The LFCF delivers a broad range of programmes was unprecedented in terms of the distortions Another survey of participants on the Foundation’s
(A1) aligned to specific outcomes, across six areas to the normal routines of football and the game’s virtual delivery during February and March 2021
It is also the first time the Foundation has of activity which include: relationship with its wider communities caused by revealed similarly positive responses with 98%
looked at impact jointly with Liverpool FCs local the Covid-19 pandemic. For the LFC Foundation, reporting an improvement in physical health /
Corporate Social Responsibility (CSR) Team, Red • Sport and Physical Activity working alongside LFC and Red Neighbours, the fitness and 97% reporting an improvement in
Neighbours (RN), although joint projects have • Health and Wellbeing crisis led to a complete re-appraisal of provision in mental wellbeing and an overall rating of sessions
been delivered for some time. The RN team • Education and Life Skills light of successive lockdowns, the identification of at 9.5 out of 10.
provides targeted support to the immediate areas • Employment and Training new vulnerable groups and support requirements
around LFC’s football homes of Anfield and Kirkby. • Youth Interventions and the pressures on traditional healthcare The LFCF was keen to understand not only
• Community Engagement systems. Over the course of the 12 months the outcomes of their work but also whether a
This process began with a Theory of Change following the suspension of football in England in monetary value could be put on it to both tell the
which seeks to describe the change organisations Each of the LFC Foundation programmes has March 2020, the response can broadly be broken story in a different way but also to build a business
want to make and the resources, activities and identified three priority intermediate outcomes in down into activity relating to four broad themes. case for further investment. This desire aligns with
intermediate outcomes involved in making that alignment with the overall Theory of Change. The Namely, food poverty, social isolation, volunteering wider developments in the sport for development
change happen. For LFCF the long term goal key intermediary outcomes being targeted relate and physical and mental health. and football development sectors and particularly
is to work to reduce the negative impacts on to improving physical health, raising aspirations, efforts initiated by UEFA which enabled us to
those communities facing high levels of multiple increased belonging and skills development. At the close of the 2020/21 season the LFCF generate a Social Value assessment of a range of
deprivation across the Liverpool City Region and Improved confidence, increased aspirations conducted a survey amongst programme programmes where data was available.
beyond. and belonging feature strongly amongst the participants. A total of 561 participants responded
supplementary target outcomes. to the survey and were very positive in their • Ultimately it was possible to identify an
In terms of assets and resources, the LFCF is first reporting of the impact of their engagement annual valuation of £23.41m. In terms of
and foremost a reflection of its staff which is Across all its activities, the Foundation works with with LFCF programmes. a calculation of a Social Return on
broadly reflective of the ethnic profile of Liverpool over 50,400 beneficiaries, including over 13,400 Investment, based on total expenditure
of £3,018,325 we can calculate a SROI
and the LCR and split around 2:1 in favour of male unique individuals each year. The 20/21 figures • 85% of participants reported
ratio of £7.76 for every £1 invested.
employees to female. LFCF has relatively high reflect the impact of Covid-19 and government an improvement in their mental
levels of staff retention and when asked to say guidelines on participatory events and sports health/wellbeing (based on 478
how satisfied they were with their work at the
• However, if we were to consider the
sessions. These participants are overwhelmingly responses. return in relation to project expenditure
Foundation, the average score was 7.35 on a scale young people with relatively mixed gender of £1,530,586 only, then the SROI ratio
of 0-10. When asked for one word to describe their backgrounds and more diverse ethnic identity • 86% of participants reported an would rise to £15.29 for every £1 invested
experience of working for LFCF, 99% of those used than is typical for the LCR. Given the Foundation’s improvement in their physical health/ in projects.
were defined as positive in sentiment. emphasis on reducing the negative impacts on fitness (based on 339 responses).
those who are experiencing high levels of multiple • Based on alignment of LFCF programmes
deprivation, it is important to consider the extent with the United Nations SDGs it was
to which work is being delivered in and attracting also possible to identify contributions to
participants from areas affected by multiple 8 of the 17 goals with a combined value of
deprivation. £22,955,367.50.
6 7
LFC Foundation Impact Report 2021
1 Introduction
• Geo-mapping of programme delivery
The LFC Foundation is the official charity of LFC.
and participants in relation to Indices of
Building on the Club’s work in its local communities
Deprivation.
over the past 30 years, the charity was formed
in 2002 (and renamed in 2010) as a financially
• Assessment of LFC community response to
independent organisation to harness the power
the Covid-19 pandemic.
and passion of the Club’s fans and supporters to
improve the lives of others. Working in areas of
• Calculation of the social value of
high need and deprivation across the Liverpool
measurable social impact programmes.
City Region (LCR), it aims to deliver sustainable
and long-term change for communities and to
• Application of Substance’s Scores
ensure that its work continues to benefit future
benchmarking service.
generations. The Club strengthened its community
provision in 2017, with the formation of the Red
• Mapping of delivery and outcomes in
Neighbours (RN) team. The RN team provides
relation to the United Nations
targeted support to the immediate areas around
Sustainable Development Goals (SDGs).
LFC’s football homes of Anfield and Kirkby.
• Consideration of the Foundation’s
Working in areas of high need and deprivation
organisational wellbeing in relation to
across the LCR, it aims to deliver sustainable
its workforce, financial status,
and long-term change for communities and to
partnerships, marketing and external
ensure that its work continues to benefit future
relations.
generations. It is in this context that LFCF’s desire
to improve its impact practice has emerged. In
These activities have helped to build the LFCF’s
pursuit of this aim Substance has worked with the
ability to define, monitor, assess and report on
Foundation over a 12-month period in a variety of
the impact of its work in a comprehensive and
ways, including:
sustainable way. Some of the work is detailed,
technical and ongoing. In this report we will
• A review of existing documentation summarise the key actions and learning that has
and processes and interviews with key emerged to date. Of course, in doing so, we are
stakeholders to establish the reasons for mindful of the impact of the Covid-19 pandemic
the review and future requirements. on both the ability of organisations such as the
LFCF to deliver their traditional programmes of
• Development of a new ‘Theory of Change’ work as well as the disruption to existing data
to help establish and build consensus management and evaluation processes. As such,
around the Foundation’s long-term goals other than those activities that are directly
and how they are to be achieved. related to the Covid-19 response, where the focus
is on the reporting of programme activity and its
• An audit of current data capture impact, we have reported on activity that was
processes, structures and records. delivered during the 2019/20 season ahead of
the pandemic.
• Mapping of programmes of delivery
in relation to the Theory of Change and The starting point is to understand the LFCF’s
development of a measurement goals and how they are to be achieved. The report
framework and evaluation tools to enable will then go on to consider the organisation, its
ongoing assessment of programme work, beneficiaries and its impact and value in
progress and achievement of outcomes. more detail.
8 9
LFC Foundation Impact Report 2021
2 LFC Foundation
Theory of Change
Theories of change describe the change
organisations want to make and the steps Stage 2: Inputs Stage 4: Intermediate outcomes Stage 6: Goal
involved in making that change happen in as
concise a way as possible. The theory of change Through the LFC brand and the infrastructure A growing body of evidence shows that the type Ultimately, LFCF uses this work to reduce the
diagram prepared for the LFCF and presented and resources of both the Club and the of activities and physical activity programmes negative impacts on those communities facing
below was developed on the basis of a review of Foundation, LFCF is able to provide unique and opportunities to learn, volunteer and work high levels of multiple deprivation across the
internal documentation and an online workshop access to equipment and facilities, staff, trustees, that LFCF provides, particularly for young people, Liverpool City Region and beyond its impact
to identify target goals, outcomes and processes knowledge and insight, ‘money can’t buy’ help to build the key emotional and social skills and value in more detail.
with key staff. The diagram itself can only show connections and experiences and a network that contribute to positive social outcomes in later
so much and its simplicity can leave much to the of motivated and commited commercial and life (A3). Through their involvement, participants
imagination. It is useful then to consider it in the community partners. move along inter-related pathways that facilitate
context of the following narrative that expands improved physical and mental health, increased
on the various stages and seeks to provide a aspirations and confidence; reduced isolation,
rationale for the links between them. Stage 3: Activities improved engagement, relationships and sense
of belonging; increased skills, knowledge and
These inputs, or resources, provide an ideal opportunities.
Stage 1: Problem platform on which to build a range of social,
physical and educational programmes and
In the face of long-term restructuring of the associated participation opportunities built Stage 5: Long term outcomes
LCR economy and population shifts, LFCF has around the coaching, mentoring and teaching
recognised evidence (A2) of the impact of skills of the LFCF staff and their partners. These In turn, the pathways identified at Stage 4 help
multi generational deprivation on the lifetime include: A variety of bespoke and commissioned lead to the achievement of healthier, happier
aspirations of many young people and their early years, primary and secondary school based lives; more cohesive communities and reduced
families. In the face of ongoing public sector programmes to encourage both physical and risks and rates of offending; and improved
funding constraints and its impact on front line mental literacy, numeracy and wider health lifetime educational, employment and economic
services, LFCF has a recognised ability to engage education; more targeted education and inclusion outcomes.
people from a wide variety of backgrounds in programmes embracing those at risk of or already
activities that might address these issues. excluded from mainstream education; work
experience, outreach, mentoring and support
programmes; more traditional sport development
and progression opportunities designed to
improve skills and provide development pathways
for participants from a variety of backgrounds
including girls, women, ethnically diverse
communities, Military Veterans, disabled and older
people; and broader activities designed to ensure
the ongoing viability, sustainability and excellence
of the organisation.
10 11
LFC Foundation Impact Report 2021
Table 1: The LFC Foundation Theory of Change
Assets & Resources Activities Intermediate Long Term
Challenges
Finance/Investment Sport & Physical Activity Outcomes Outcomes for
• Income generation work (unrestricted) • Targeted youth & inclusion activities
those we work
Goal
• Grant funding (restricted £) • Youth outreach / open access IO1: Improved physical
• LFC - Premier League Status • Family & adult inclusion activities
health and healthy with
Facilities & Equipment • Oversees sport development
lifestyles
• Leased access to #100 community and Health & Wellbeing LTO1: Improved Health
school venues • Targeted referral health specific
• Learning space at LFC stadium • Accessible and inclusive programmes IO2: Improved mental More physically active
• Mobile sports delivery equipment
Education & Life Skills
health, happiness and lives and improved
• IT and office equipment
wellbeing physical health
• Access to LFC stadium for fundraising • Targeted youth & inclusion activities
• Youth outreach / open access
Workforce (Skills & Knowledge) IO3: Increased
• Family & adult inclusion activites Improved mental health,
Reduce the impact on those communities facing
generations and an inability to fully realise opportunities
• Skilled and dedicated Board of Trustees aspiration, positive
The impact of high levels of multiple deprivation across
high levels of multiple deprivation across the
• Full-time staff #50 Employment & Training happiness and wellbeing
attitude and future plans
• Casual and sessional team #20 • Target youth & inclusion activities
Liverpool City Region and beyond
• Volunteers • Volunteering IO4: Improved LTO2: Social
Partners & Community • Signposting
confidence, self-esteem
Youth Interventions Improved relationships,
• Statutory (Local Authority, Education - and resilience
Schools and University, Police and Fire • Targeted youth & inclusion activities
social networks and
sense of belonging
amongst communities
Dept) • Youth outreach / open access IO5: Reduced social
• National: Premier League, Steve Morgan
Community Engagement isolation
Foundation, Big Lottery More cohesive
• LFC • School projects
IO6: Increased communities
• Business Community (donors) • Local community projects
• Supporters (local, domestic and global) • Fan engagement participant / fan
Reduced involvement in
• Ambassadors: High profile champions,
Marketing, Communications & Business engagement
role-models and influencers or entry into crime and
Development
• Other Football Foundations and Charities IO7: Improved ASB
• Right to Play • Social media presence
relationships and mixing
• Youth Voice (Panel and young researchers • Accessible website LTO3: Economic &
- decision makers) • Partnership working with peers
Education
• Local people and community spirit • Income generation
IO8: Sense of belonging
Brand - Power of the Badge Improved educational
and inclusion for all
• LFC and LFC Foundation Brand attainment and
• Reputation locally and Internationally employability
Insight & Evaluation IO9: Improved
• Views system transferable life skills Vibrant and prosperous
• Local insight and knowledge local economies
• Youth Voice
• Digital insights IO10: More young leaders
and opportunties for
volunteering
12 13
LFC Foundation Impact Report 2021
Figure 1: Popular LFCF Tweets
3 LFCF Assets and Resources
Total Total Total
Impressions Impressions Impressions
Engagements Engagements Engagements
1,577,665 5,183 1,232,242 8,132 1,057,668 4,476
in Foundation
3.1 The LFCF Staff Team 3.1.1 Staff Profile
Like most organisations, the LFCF is first and LFCF has 87 employees split across leadership
foremost a reflection of its staff. As part of the (6), management (20) and operational
impact assessment, all staff were invited to roles, including 33 full time co-ordinators/
complete a survey that sought to identify the coaches and 28 casual coaches. A total
socio-demographic and role profile of employees; of 50 of those staff completed the survey
professional development opportunities; during late April and early May 2021. Of
happiness and wellbeing; as well as personal those that disclosed, 41 reported working full
travel arrangements and views on the alignment time, and two part time. Most (28) were in
of LFCF’s work with the United Nations SDGs, general staff roles, with nine in management
reported on later in this report. roles as well as six members of the senior
leadership team. Respondents came from
across the organisation, with 14 working in the 3.2 Marketing and Communications
Communities team, 16 in the Skills team, four
in Wellbeing and seven in Marketing, MEL and The LFCF is able to mobilise the power of the LFC On Twitter, LFCF experienced follower growth of
Business Development. brand in order to promote its work both locally 0.7%, an 82% increase in the number of tweets,
and globally through partnership programmes a doubling of the number of retweets, a 2.4 million
The average age of respondents was 37, and linking to wider LFC activity. This was best growth in the number of impressions with over 1
with a range from 22 to 69. In terms of gender illustrated on ‘Foundation Day’ on the 7th million accounts viewing the most popular tweet.
profile over a third, 16 (35%), identified February 2021, an annual celebration event which On Instagram, although compared to a low base
as female and 28 (61%) as male. In terms provides an opportunity to showcase the positive in January, there was a doubling of interactions,
of ethnicity most staff, 41 (89%), defined impact of the Foundation’s work in the local with increased video and photo posts and total
themselves as ‘White’ and two each as community and around the world. By providing views increasing from 3,500 to 43,500.
‘Mixed Race’ and ‘Asian or British Asian’. multiple forms of content such as video, imagery
Encouragingly, in terms of representativeness, and case studies across its main social channels, This reflects a wider trend in the growth of activity
this is broadly reflective of the ethnic profile the Foundation was able to take advantage of and engagement, reflected in a 70% increase in
of Liverpool and the LCR (A4). In terms of the global exposure derived from the support posts/tweets and 53% increase in followers across
disability 36 (78%) respondents reported of official LFC channels. Beyond the hosting of all social media channels year on year from 2019
that they had no physical or mental content on the website, analysis shows that, to 2020, as reflected in Figure 2:
health conditions that have a substantial month on month, the promotional work had an
effect on their ability to do normal daily impact on engagement with the Foundation’s
Figure 2: Growth in Social Media Posts
activities, whilst six (14%) reported that they social media.
and Followers
did, whether physical (1), mental (2) or a
combination of the two (3). Amongst those
that reported a valid postcode (14),
all respondents lived in the LCR.
LinkedIn LinkedIn
14 15
LFC Foundation Impact Report 2021
3.3 Partnerships 3.4 Finance
LFCF work with a network of over 200 partners to deliver their goals including 69 schools and 58 Whilst, as with many organisations, the Covid-19 of accounts reflecting the period up to 31st May
community partners. These partners can be further broken down by the role they play as illustrated in pandemic has had an impact on LFCF’s ability 2020 (A5)
Table 2 below. to raise income through charitable and trading
activities, the Foundation remains a financially In summary, based on the information presented,
Table 2: LFC Foundation Partners stable organisation with positive income trends LFCF provides a stable, well-resourced and well-
prior to the pandemic ensuring a positive balance connected environment from which to deliver its
Category Role Example sheet of £1,776,626 reported in the most recent set mission.
Official/Club Official partner of LFC or LFC Standard Chartered, AXA, Nike, Joie,
Foundation Cadbury, Right To Play Figure 3: LFCF Financial Statements
Strategic Significant funding and/or strategic PLCF, Steve Morgan Foundation,
Partner influence, statutory organisations, PLPFA, #iwill, Merseyside Police, NHS
government bodies Clinical Commissioning Group
Funder Grant giving organisation PLCF*, SMF*, PLPFA*, #iwill Fund,
Merseyside Police, NHS Clinical
Commissioning Group
Community A body or organisation that enables, Fowler Education and Football
supports and enhances our delivery Academy, Autism Together, 23
and/or reputation in the community Foundation, Owen McVeigh, Anfield
Sports & Community Centre,
Community Hubs, Friends of Parks
Schools/ Primary, secondary, SEND and 69 schools
Education alterative provision
Local Business Smaller businesses across Liverpool City SMEs, Liverpool & Sefton Chamber of
Network Region Commerce
Stakeholders Sector support / engagement Councillors, MPs, Liverpool FA,
Charity Commission
Research/MEL Institutions and professional networks University of Liverpool, Edge Hill
University, Liverpool John Moores
University
* Premier League Charitable Fund, Steve Morgan Foundation, Premier League and Professional Footballers Association.
16 17
LFC Foundation Impact Report 2021
4 Programme Delivery and Sport and Physical Activity
Programmes
Intermediate Outcomes Table 3: Sports and Physical Activity
Programme Sessions Participants Attendances Average Hours
Go Play! (Open Goals) 127 394 1235 5:10
Kicks 1421 1864 10873 9:50
Kicks Girls 118 354 1744 18:32
Kicks Inclusion 242 222 2273 12:14
Football 86 278 1228 7:17
Development Centres
Game On 40 946 2295 6:29
30+ Programmes 5000+ Sessions 149 Events Girls School Sport 34 106 616 6:44
Mini Players 27 103 370 3:35
this sample that further detail is presented below. SEN Schools 68 304 1534 11:50
The LFC Foundation delivers a broad range of
programmes (A1) aligned to specific outcomes, TAA Football 82 120 877 15:04
across six areas of activity, as represented in the 4.1 Sport and Physical Activity
Steve Morgan SEN 128 356 2804 11:39
Theory of Change. These activity areas include:
The sport and physical activity theme, perhaps Adult Disability Sport 172 71 696 17:00
• Sport and Physical Activity
unsurprisingly, has the most programmes, which
• Health and Wellbeing
are focused on providing opportunities for a range
• Education and Life Skills
• Employment and Training of population groups to lead more active lives as
• Youth Interventions illustrated in Table 3 shown right.
• Community Engagement
The goals of these programmes are varied but
most (n9) have as their primary intermediate
For some of these programmes, data is recorded outcome ‘improved physical health and healthy
on Views (A5),a data management and impact lifestyles’, with the other four having ‘increased
measurement platform. Where this is the case, aspiration, positive attitude and future plans’ (n1);
it is possible to represent further data around ‘increased confidence, self-esteem and resilience’
the scale of delivery and participation. Whilst (n1); and a ‘sense of belonging and inclusion for all’
these programmes only represent a sample of (n2).
the overall activity and beneficiaries represented
in the headlines above, for those programmes
where data was recorded on Views, from 1st June
2020 to the 31st May 2021, 3,200 sessions were
delivered and 6,762 participants recorded with
aggregate contact hours of 66,066 and nearly 10
hours of contact per participant. Whilst this does
not represent the full extent of activity, it is from
18 19LFC Foundation Impact Report 2021
4.2 Health and Wellbeing
Within this theme there are three programmes as and healthy lifestyles’, ‘improved mental health,
illustrated in Table 4. happiness and wellbeing’, ‘increased participant/
fan engagement’, a ‘sense of belonging and
All of these programmes have a different priority inclusion for all’ and ‘improved transferable life
outcome, including: ‘improved physical health skills and knowledge’.
Table 4: Health and Wellbeing
Programme Sessions Participants Attendances Average Hours
Military Veterans 27 45 564 18:48
On Target 113 273 104 7:47
MOVE 16 15 74 4:56
Case Study: How Grace Was Inspired To Improve
Her School’s Mental Health
The LFC Foundation’s “On Target” programme, “The workshops gave me a good
Case Study: Asanti Kicks It - Virtually! delivered in partnership with Action For Children, idea of creating something in
runs online sessions in schools across Liverpool City
Region to help young people with their mental school, something positive to
Meet six-year-old Asanti. We’ve got to know her and father Mosissa well wellbeing, particularly during lockdown. pass on.”
over the months, and we’ve seen her confidence
Asanti started attending the LFC Foundation’s grow.” It inspired one Year 10 student, Grace, to support So Grace asked the LFC Foundation for help.
Mini Kicks programme for four to seven year the mental health of others at Greenbank High
olds at the start of the pandemic. This means Mosissa agrees, saying; “Asanti has always liked School in Southport. Grace had experienced low The Foundation produced three workshop
that whilst in lockdown Asanti hasn’t had the football. She’s improved a lot since she’s started self-esteem herself in the past, while her dad, an videos for the school and trained Mental Health
opportunity to attend an in-person session at the online sessions! She can’t wait to meet all her army veteran, had post-traumatic stress disorder Ambassadors, a group of students who provide
one of the six Mini Kicks sites across Liverpool City new footballing friends at the in-person sessions.” diagnosed. a support network and guidance for classmates
Region. struggling with their mental wellbeing.
When asked about how Mini Kicks makes her feel, “I felt like I should help,” says Grace. “I’m just
However, this hasn’t stopped Asanti from Asanti said: hoping that even if we can make a difference to “Grace’s hard work and tenacity has made this
improving her skills as a footballer, nor has it one person, then I know that it has succeeded.” happen,” says Greenbank High assistant head and
stopped her development, by attending the “I didn’t know any skills (before pastoral lead Mrs Gent-Jones.
virtual Mini Kicks sessions by Zoom every week. During the February half-term, Grace took part
the sessions) and my coaches
Asanti’s ability has come on in leaps and bounds, in On Target workshops, covering three key areas “It’s so important that this has come from within
which hasn’t gone unnoticed by LFC Foundation have taught me loads! And now, of mental health: building resilience, coping the school community as they are the ones
Coaches. Mini Kicks Coach Ricky Heywood I’m really confident.” strategies and managing emotions. experiencing this. It’s a different perspective to
commented: an adult trying to implement things.
“What made me want to join, is that, I really love “Having good mental health is vital,” she says. “If
“Originally, she was taking things slowly and football and to meet new friends. I would be sad if someone has got a sore throat or a headache, a
participating but more in the background. But I couldn’t go anymore.” friend would recommend they take paracetamol
within no time, she had no hesitation in asking or drink some water. But if you go to a friend and
questions to the coaches on the virtual calls. say you’re not feeling yourself, they don’t really
know what to do.
20 21LFC Foundation Impact Report 2021
“The virtual nature of the videos and workshops Case Study: Meet Marcus, A Shining Star
has allowed us to reach the whole school and
Grace’s ideas of the Mental Health Ambassadors Marcus is a nine year old participant on the From taking very tentative steps, Marcus has
will mean this is a sustainable programme. Premier League Primary Stars programme, and worked hard on improving his balance and
regular attendee of the Red Neighbours Breakfast coordination skills, rising to each challenge.
“We’re now talking about how Club at his school. He knows that he is in a safe learning space.”
we take this further.”
As part of the LFC Foundation’s annual Foundation Marcus’ Mum Sarah has also seen the
The workshop videos have been shown throughout Day celebration, Coaches nominate participants improvement in her child:
the whole school, giving Grace a sense of pride. who deserve a special shout-out for their
contribution. They were astounded by Marcus’ “His confidence goes up
“I was a little uncertain at first at how people resilience, passion and commitment throughout massively when he plays
would take it but it seems so far that everyone is the Covid-19 pandemic and challenging lockdown
really positive,” she says. environment. football, which helps his
school work too.
“I feel like I’ve accomplished something, knowing Foundation Coach Stephen Leftley said:
I can help other people in school with something Not everyone accepts Marcus for who he is. But
I’ve struggled with. “His smile and enthusiasm throughout the sessions his classmates have been inspired by Marcus to
has provided a lot of enjoyment for all the staff get involved in the fun, which is really nice to see
“My dad’s struggled to get help and I always in school and his peers. Marcus has encouraged them join together.”
wondered how that help could be put in place other children to take part in PE in his class,
and I feel like I’ve done something for the people inspiring his friends with his development.
around me.”
4.3 Education and Life Skills
The Foundation runs three programmes focused on this theme, with PL Inspires and PL Primary Stars
having a priority intermediate outcome of ‘improved transferable life skills and knowledge’ and Step Up
having a focus on ‘increased aspiration, positive attitude and future plans’.
Table 5: Education and Life Skills
Programme Sessions Participants Attendances Average Hours
Inspires 248 187 2605 13:55
Events Average Attendance Attendances Delivery Hours
PL Primary Stars 2007 15.96 32,030 2092
22 23LFC Foundation Impact Report 2021
4.4 Employment and Training 4.5 Youth Interventions
There are also three programmes focused on this a secondary focus on ‘increased confidence, self- This theme has the second most programmes as These programmes have a more diverse set of
theme with all of them, SMF Works, Sport Works esteem and resilience’ and ‘improved transferable illustrated in Table 7. goals with two prioritising ‘increased aspiration,
and Youth Work Apprentice prioritising ‘increased life skills and knowledge’. positive attitude and future plans’, two others a
aspiration, positive attitude and future plans’, with ‘sense of belonging and inclusion for all’ and one
each ‘improved relationships and mixing with
Table 6: Employment and Training peers’ and ‘improved transferable life skills and
knowledge’.
Table 7: Youth Interventions
Programme Sessions Participants Attendances Average Hours
Programme Sessions Participants Attendances Average Hours
Sport Works 11 8 86 44:15
County Lines 133 309 3035 9:45
Works 13 10 54 49:00
IWill 221 650 4309 6:43
Youth Work Apprenctice 15 5 75 90:00
IWill Extension 222 556 5248 11:27
Case Study: Working Well Kicks Targeted 104 12 104 7:47
Shannon Smith is a 19 year old university going for an interview. Shannon also mastered Onside 128 147 685 5:23
student studying Sport Business Management. the art of virtual interviews during lockdown
Shannon (centre of photograph) attends the LFC and is now able to compose, record and edit
Foundation’s Works programme to become more her submissions. Case Study: #iwill - Jamie’s Story
employable, seek opportunities and improve her
interview skills. Shannon’s hobbies include rugby and powerchair 13-year-old Jamie joined the #iwill project in April emotions and feelings towards their communities
football, and within the group’s social action 2019 and was part of the first cohort at Alsop High and environment and inspired them to always
It is Shannon’s goal in life to work as a sports project Shannon’s role was to discuss disability School in Walton, Liverpool. appreciate the beliefs and values of others.
coach and LFC Foundation have supported her awareness and specifically inclusiveness in sport.
with opportunities to gain work experience at Our team really noticed how far she had come The LFC Foundation’s #iwill programme is a 12- Jamie said:
a professional Rugby League club. Shannon during the programme putting her new skills into week youth led programme designed to empower
previously volunteered with Warrington Wolves practice by delivering a clear and passionate children and young people to identify, prioritise “I just want to be a positive
selling matchday programmes and is set to return presentation on her experiences. and tackle issues within their communities.
to the club after she completes her programme
person in the community and
with the LFC Foundation. “We have utilised our When asked where she would like to be in five The #iwill programme gradually empowers young #iwill has given me more power
years-time, Shannon said she wanted to be in
network and contacts meaning Shannon is able to
a secure job within the sports industry. The LFC
people to tackle societal issues or support good to do that.
return to Warrington Wolves as soon as she finishes causes by methodologies including campaigning
here [LFC Foundation]” said Gary Featherstone, Foundation and our specialist Employability team for change, volunteering, peer educating, peer “It’s a programme that helps raise awareness for
Employability Coordinator. will continue to support Shannon in her journey to mentoring or via fundraising for charity. topics that we care about and I feel like people
achieve her dream role. Over the past 18 months, Jamie has immersed actually listened to us. We raised so much more
“She’s made excellent progress himself in the #iwill programme and has not only awareness with our projects than we would have
made a real difference to the local community but raised on our own.”
and her confidence has has developed his own confidence and leadership
improved dramatically”. skills.
Shannon has also honed her interview skills and Jamie and his fellow #iwill peers have worked on
understands the importance of speaking clearly various projects via the programme, focusing on
and dressing appropriately for the job. Shannon important topics such as homelessness, animal
explained “being confident, speaking clearly and cruelty and mental health.
having a smart dress code” is important when
Using his new-found confidence, Jamie
encouraged others to be open about their
24 25LFC Foundation Impact Report 2021
4.6 Community Engagement
Finally, within this theme there are two of youth and community centres, aim to bring
programmes, Community Hubs (A7) which involve people together and improve the general health
partnering with community venues across the LCR and wellbeing of local communities, providing
to prioritise a ‘sense of belonging and inclusion for a base from which to deliver a range of LFCF
all’ and volunteering with a primary focus on ‘more programmes as well as food packages throughout
young leaders and opportunities for volunteering’. the pandemic.
The six new Community Hubs, based at a range
Case Study: ‘I’ve Learned So Many New Skills To
Help Me In Everyday Life’
Brett joined LFC Foundation’s volunteering visiting local schools to teach pupils about the
programme in February 2018 after moving to programme.
Liverpool for university and credits the scheme
with being a huge part of his personal growth in “I really do enjoy helping to put smiles on the
the last three years. faces of the kids at the Go Play! sessions. It goes 4.7 International Work
to show that whatever goes on in everyone’s lives,
“Volunteering is a passion of mine and something just being active and having fun can make you LFCF have a long tradition of engaging with the stigma and fear of testing. Over 3,300 self
that I have done for a long time,” said the forget whatever stress you might be experiencing disadvantaged communities beyond the LCR, testing kits were distributed through the football
23-year-old. “I started out at home in Hampshire for a while. It’s infectious in both directions, it’s drawing on the global brand of LFC, the club’s sessions and the percentage of participants
supporting the local county FA – but being part of not just me seeing the smiles on their faces but network of international supporters and their reporting recently testing for HIV increased from
LFC Foundation’s programme has really enhanced it’s also like a snowball effect when they see you partners priorities. 53% to 83% which is likely to lead to a long term
my love for it. enjoying yourself, too.” reduction in transmission.
For a number of years, the LFCF has supported
It’s been wonderful to not only On top of his volunteering commitments, Brett KitAid, which gathers donations of football and LFCF have formed a strategic partnership with
feel like I’m helping others, but has been an LFC Foundation Youth Panel member sports kit and equipment and distributes to Right to Play through the Side By Side (A9)
since February last year, where he is part of a children in disadvantaged parts of the world. In campaign. Whilst disrupted by the pandemic
it’s really allowed me to develop group of young people coming together to discuss 2019 LFC merchandise was shared along with kits the work involves programmes in Liverpool and
my own skills and confidence. potential new initiatives within the different and training kits from LFCF whilst a collection was Thailand that will expand to other countries. In
communities of Liverpool. held at the LFC Legends game. Thailand the project is supporting some of the
most vulnerable children in urban Bangkok to
I have mild Asperger traits so sometimes that
He has been formally recognised for his Health Goals Malawi (A8) was a two-year develop key life skills including leadership, self-
makes things a bit harder and I was very shy at
volunteering efforts with two special awards – partnership with the Liverpool School of Tropical confidence, communication and resilience as
first, but I have learned so many new skills that I
LFC Foundation’s Volunteer of the Year 2019 and Medicine to encourage young people in Malawi well as building and renovating play spaces. In
can take back into university and my everyday life.
Outstanding Contribution Award 2020. to access education and health services designed Liverpool the work is extending the existing Go
The experiences I’ve had through the LFC to help in the fight against HIV. It aimed to Play! programme (formerly Open Goals) which has
Foundation over the last three years have been “It’s always nice to get an award for something reduce the transmission of HIV and other sexually been extended to parks across the LCR.
amazing. I’ve not only been able to immerse positive that you’ve done, giving you confidence transmitted diseases by raising awareness of
myself in a new community but also reinforce that you’re doing something right, but I don’t support services and educating young people Perhaps one of the most impactful has been the
my long-held belief that the power of this club consider volunteering a competition. about the risks. The project used the appeal This Means More Challenge (A10) announced by
is beyond verbal description. LFC can stand for of football and LFC to attract adolescent boys the LFCF in July 2020 which resulted in a series
Liverpool Family Community equally as much as it “I’m just happy to help out where I can and feel and young men to events attended by HIV self- of social action challenges completed by Official
does Liverpool Football Club”. like I’m making a difference. I couldn’t be more test providers where messages could be shared Liverpool Supporters Clubs around the world,
grateful to be able to be associated with LFC to increase knowledge about HIV transmission, with an estimated 6,000 beneficiaries. In Japan
During his time with LFC Foundation, Brett Foundation and the team – they make the whole prevention, testing and treatment. Local £2,550 was raised through an online auction, in
has worked on the Go Play! project, assisting experience enjoyable and an absolute pleasure community leaders and coaches were also Delaware donations were made to a local food
the coaches at the Stanley Park sessions and and I hope I can continue this wonderful journey supported to promote HIV self-testing and reduce bank and in Mumbai (A11), stationery, PPE and over
with these wonderful people for a long time to 1,200kg of food was distributed.
come.”
26 27LFC Foundation Impact Report 2021
Case Study: Side by Side - Using The Power of Sport and Play to 4.8 Priority Outcomes
Help Vulnerable Children Home and Away
Each of the LFC Foundation programmes has being targeted relate to improving physical
identified three priority intermediate outcomes health, raising aspirations, increased belonging
The LFC Foundation and global children’s charity Bright began to fall behind. However, after he in alignment with the overall Theory of Change. and skills development. Improved confidence,
Right To Play are working Side by Side, using began attending Right To Play’s programme in These priorities are considered together in increased aspirations and belonging feature
the power of sport and play to help vulnerable Bangkok his school attendance soon improved. Figure 4 below. The first priority outcomes for all strongly amongst the supplementary target
children in Liverpool, Bangkok, and around the programmes are represented in green, the second outcomes. Progress in the achievement of these
world. The partnership creates safe play spaces “Back then I wasn’t doing very well at school” said in red and the third in yellow. From this analysis we outcomes will be monitored over the course of the
and delivers innovative community programmes to Bright. “Although I have stared to learn maths and can identify that the key intermediary outcomes following season.
give high need communities the skills they need to find it quite fun!”
learn, lead and succeed.
When asked about the new rehabilitated play Figure 4: Priority Intermediate Outcomes Across All Programmes
Ellie-May, Dylan and Mum Hayley have been space in his community:
coming to the LFC Foundation’s Go Play! sessions
in Anfield and at other parks across Liverpool for “Now it doesn’t hurt to fall like it did on the old
over a year. concrete pitch which was painful” said Bright.
“But what impressed me the most were the
Hayley reflects on the changes she has seen in training sessions. I now help out with the
her children. She comments that when they first younger kids, organise everything and set up the
started sessions Dylan and Ellie were very shy, but equipment. I really appreciate it and thank you for
that she has seen them growing in confidence, such a great opportunity like this.”
happily joining in and learning new skills every
week. Jürgen Klopp, LFC First Team Manager and LFC
Foundation Ambassador said: “Millions of children
“They wouldn’t join in at all when they first started, around the world are facing adversity and being
but by the second session they were joining in forced to grow up too fast.
the activities and were made up. Ever since they
have been so excited about coming. The staff are Side by Side gives children the opportunity to rise
brilliant and encourage all the kids to get involved, above their challenges and thrive through the
and the whole family as well so it’s great. Another power of sport and play.
good thing is that I’ve met loads of new people
from the area.”
“Liverpool Football Club has
Bright, is a 12 year-old who lives in an inner city the best fans in the world - no
Bangkok province with his four siblings, parents
and grandmother. From the age of six, he has
matter where we live, we’re all
helped his Grandmother sell food from her food part of the Liverpool family
stall. This affected his participation at school and and Side by Side we can do
anything.”
Bright, 12 Dylan, 5
28 29LFC Foundation Impact Report 2021
5 Who The LFC Foundation Table 8: LFC Foundation Participant Profile
Supports: People and Places
Sessions Participants Contact Gender Age Ethnicity
Hours
3,200 6,762 66,066 Female 30% 0-4 122 Asian 2.6%
Male 70% 5-7 711 Black 4.7%
8-10 834 Mixed 3.4%
Disability 895 11-13 953 White 86%
14-15 897 Other 3.2%
16-18 346
19-25 83
26-35 36
50,400+ 13,400+ unique 74,400+ Attendances
beneficiaries participants at LFC Foundation 36-45 36
sessions 46-64 20
Across all its activities, the 65+ 9
Foundation works with over 50,400 5.1 Participant Profile
Events Attendance
beneficiaries, including over 13,400 and PL
In Table 8 it is possible to see a sample profile of
unique individuals each year. The LFCF participants based on those programmes Primary
20/21 figures reflect the impact of for which data is recorded on Views. This sample Stars
Sessions
Covid-19 and government guidelines of participants are overwhelmingly young people
with relatively mixed gender backgrounds and
on participatory events and sports 1,744 30,801 Female 50% Asian 5.4%
more diverse ethnic identity than is typical for the
sessions. LCR where nearly 89% of the population identifies
Male 50% Black 8.0%
as white (A4). Significantly over 13% of those
Almost half of the programmes record participant participants that indicated a disability status said Mixed 2.1%
and session data in the digital Views data they had a disability. On the basis that the vast
management and impact measurement platform. majority of LFCF participants are under 18, we White 83.4%
This enables the reporting of detailed profiles of can compare this with the UK average for children
the people the Foundation has worked with, or which is 8% (A12) Participants in ‘events’, that are Other 1.0%
at least those that are recorded on Views. Whilst normally school based, had a greater alignment
the disruption caused by the Covid-19 pandemic with the region’s socio-demographics.
is acknowledged, for this report, data for the
period from 1st June 2020 to 31st May 2021 was
considered.
30 31LFC Foundation Impact Report 2021
5.2 Indices of Multiple 5.3 Mapping Participants and
Deprivation (IMD) Venues
Given the Foundation’s emphasis on reducing the The analysis showed that over half (54%) the This relationship between participants and deepest red and the lowest in the deepest green.
negative impacts on those who are experiencing participants in those programmes recorded areas of high deprivation can also be considered Number of participants are identified in the white
high levels of multiple deprivation, it is important on Views were from the 10% most deprived graphically. On the maps that follow, the highest circles, with yellow stars indicating programme
to consider the extent to which work is being local authority wards in the country and nearly levels of deprivation are represented in the delivery venues.
delivered in and attracting participants from three quarters (72.5%) were from the 20% most
areas affected by multiple deprivation. deprived wards in the country. Figure 5: All Programme Participants and IMD
This ranged from 99.6% of participants in the On Target programme to 49.3% of participants in Football
Development as illustrated in Table 9.
Table 9: Proportion of Programme Participants from Areas of High Deprivation
Deprivation Top Top Top Top Top Top
Level 10% 20% 10% 20% 10% 20%
Adult 51% 67% #iwill Ext. 25% 81% On Target 85% 99%
Disability
County Lines 30% 94% Kicks 55% 67% SEN 61% 61%
Football 33% 49% Kicks Girls 53% 62% Sport Works 71% 71%
Development
Game On 82% 88% Kicks 41% 52% SMF SEN 48% 60%
Inclusion
Girls School 82% 87% Kicks 50% 67% SMF Works 40% 70%
Targeted
Go Play! 46% 67% Mini Players 52% 63% TAA 53% 64%
Inspires 66% 83% Military Vets 31% 54% Youth Works 80% 80%
#iwill 65% 89% Onside 73% 99% ALL Progs. 54% 72%
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