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