Our Hat-trick of Strategic Aims 2021-2025
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Our Hat-trick of Strategic Aims 2021–2025
FOREWORD
‘‘ It will come as no surprise With the Beacon of Light strangely quiet during periods
of lockdown, we have adapted our services to ensure that
when I say that the times we we have continued to support those in our communities
that need us most.
are living are shaping us’’
From ‘garden gate’ visits and food parcels for the over 55’s
Sir Bob Murray, CBE to delivering a virtual youth service, we’ve reached out far
and wide.
What we have learned over the last several months is also
shaping our strategy for the future, along with views from
our stakeholders.
As we all know, the global pandemic will continue to have
an impact on our lives and our communities long after the
vaccination has been distributed. Covid-19 has touched
everyone – but it has had a far greater impact on those
who already live with inequality and deprivation.
Those members of our community who have less access
to education or training, are further away from employment
or experience poorer mental or physical health facing a greater
struggle to get back on track. We will be re-doubling our efforts
in the years to come to help them.
Although we will continue to provide support across our
four core outcome areas, we will be increasing our focus
on improving the mental wellbeing across a broad spectrum
of ages over the next five years. The NHS will be a primary
partner going forward as we develop and lead projects that
take on depression and loneliness and help prevent suicide.
We will also be focussing on tackling youth issues,
helping to reduce the north and south divide and
championing digital innovation.
2
WHO WE ARE
Foundation of Light is the official Situated in the north east of England, we are based
at the Beacon of Light, but also have outreach centres
We use our position as an unparalleled route
into traditionally ‘hard to reach’ communities –
charity of Sunderland AFC and in Sunderland, South Tyneside and County Durham. involving, educating and inspiring. Working across
four industries – education, the world of work, sport
using the power of football we We are financially independent from the Club, raising
over £4.5million each year through donations, grants,
and play, and health and wellbeing, we use the power
of football to engage individuals and communities,
aim to improve the lives of our contracts, and trading activities. The Foundation
collaborates with partners, such as local authorities,
increasing life opportunities.
communities. higher education and housing associations, taking
a lead role in delivering projects to benefit our
Approaching our 20th Birthday, our history tradition
and culture provides an important platform for our
communities and tackle some of society’s biggest future development.
challenges. For every £1 spent with us in 2018/19,
we saved £29 in public spending.
Why we are here
The areas we serve experience high levels of
poverty and deprivation, high levels of economic
inactivity, poor physical and mental health and
dramatically lower levels of life expectancy.
We are here to help tackle these inequalities.
3
OUR VISION, MISSION, PURPOSE & VALUES
Our Vision
Better opportunities.
Better lives.
4
4
OUR VISION, MISSION, PURPOSE & VALUES
Our Purpose
To involve, educate
and inspire our
communities using
the power of football
and the SAFC brand.
5
OUR VISION, MISSION, PURPOSE & VALUES
Our Assets
• Brand History, culture
and track record
• Bespoke customer
service and relationships
• Our people - staff,
ambassadors, rewards
• Innovative and responce
solutions to problems
• Our collaborations
- partnerships and
relationships
• Beacon of Light
and outreach hubs
6
OUR VISION, MISSION, PURPOSE & VALUES
Our Purpose
Raise educational Increase skills and access to Enable individuals and Provide more opportunities Deliver high standards
attainment; inspire a employment opportunities families to develop healthier for inclusive sport and play, through a committed,
love and commitment by connecting people to and happier lives; support inspiring participation and highly skilled workforce
to lifelong learning. the world of work. the development of vibrant achievement. and excellent leadership
and respectful communities. and governance.
We will ... We will... We will... We will... We will...
Raise attainment in English, Support people to gain Improve health and wellbeing Provide high quality Develop and grow
Maths and I.T. for all young good quality vocational and by supporting individuals opportunities for people of professional, inclusive and
people whilst closing the technical qualifications. and families to make safe all ages and backgrounds to effective services that meet
gap between those from Provide opportunities for the and healthy lifestyle choices. take part in sport. current needs. Maintain
disadvantaged backgrounds development of personal Strengthen families and Encourage a life-long long-term financial stability.
and others. Raise aspirations social skills. community resilience commitment to sport by Build strong customer and
and support learners to Work with local businesses and cohesion. working with others to offer partner relationships.
be more confident and to provide high quality and Encourage self-confidence, clear routes for progression. Invest in staff and continuous
motivated. Inspire a love of relevant learning and training self-esteem and positive Raise standards of coaching professional development.
learning and commitment to opportunities and help attitude to others. and teaching. Execute effective quality
life long education. people into work. control. Enhance the charity’s
Encourage and celebrate local, regional, national and
success. international standing and
reputation. Be a model of
good governance.
7
OUR VISION, MISSION, PURPOSE & VALUES
Our Values
We work as a team.
We are professional.
We are proud of what
we do and dedicated
to achieving our goals.
We are progressive
and forward-thinking.
We are fully committed
to achieving the best
for our customers and
communities.
We are passionate
and enthusiastic.
8
OUR HAT-TRICK OF STRATEGIC AIMS FOR 2021–2025
Foundation of Light
is in the process of
developing our business
strategy and related
plans around our
four curriculum areas,
as well as refining our
approach to evaluation.
This work will be driven
by our three big aims
over the next five years.
9
AIM 1
For the future we will make a difference to the lives
of many people over the next five years through
meaningful contact hours.
Making a difference is what meaningful engagement
is all about. The engagement itself isn’t our goal –
we’re focused on the outcome, not the output which
we will report annually.
We’ve always worked with those with the greatest
needs. These needs have been shaped by the global
pandemic. Our work over the next five years will be
focused on key areas including:
1
• Young people
• Inequality
• Mental and physical health including
suicide prevention, depression and loneliness.
We will inspire others by telling more of the
life-changing stories we help shape.
1 - Better life chances
• More people into work
• Increased ambition and aspiration
2 - Improved mental and physical health
• Feel better about ourselves
• Positive destination
• Social interaction
3 - Reduced inequalities
Every contact will count with £3 million • Better citzens
• Inclusion society
hours of meaningful, tangible engagement
10AIM 2
Prior to lockdown, the Beacon of Light was a real
community anchor – with more than 7,000 visitors a
week! Parents would come in to drop their children at
football to find themselves attending a basic maths
class. It’s the kind of place where there is something for
everyone to enjoy and benefit from.
Yet too many people don’t understand that
the Beacon is a place for them.
The Beacon is a community hub and event space
for everyone. It’s where we bring the Foundation’s
curriculum to life. It’s the Foundation’s engine –
2
bringing in much needed income for the charity
to plough straight back into the meaningful
engagement that improves the lives of those
who live in our communities.
During periods of lockdown, our communities
have been unable to come to the Beacon of Light
– so we went out to them. We aim to exceed
pre-lockdown levels of participation –driving vibrancy,
driving income and driving the Foundation further.
We are determined to grow our unrestricted income,
giving the Foundation the freedom to deliver more
meaningful engagement for our communities.
As part of this, we are focused on improving our user
experience, listening to our customers, using data
insights and continually improving on the great quality
work we deliver through the Foundation.
Continue to create a vibrant
and sustainable Beacon of Light
11AIM 3
If we deliver 250,000 meaningful engagements,
exceed pre-lockdown levels of engagement,
improve the user experience and continue to deliver
great quality work, we’ll be well on our way to
accomplishing our aim of being amongst the
best football foundations in the country.
To get there we will also need to ensure good
governance, deliver employee and customer
satisfaction and keep on raising funds so that
our destiny remains in our own hands.
To help us get there, over the next five years we will
3
invest in staff training, digital innovation and continue
to learn from others by collaborating with key
partners.
Be the best
in our field
12
12MEASURING SUCCESS
Success is making a difference, It is important that we demonstrate the impact of the work
changing someone’s life for the that we do. It is important for our partners, our funders
and our communities that we are seen to be making a
better, helping them realise an tangible difference, evaluating the right data at the heart
aspiration, achieve a goal. of every project.
Foundation of Light is currently reviewing how we evaluate
our performance and how football is changing society.
With support from researchers at Northumbria University,
we’ve been examining what works and why. The team is
conducting a review on a selection of programmes looking
at better demonstrating our impact – so we can better
understand community provision, provide partners with
more robust evidence and give us better evidence to
underpin our story regionally, nationally and globally.
We have collaborated with researchers MMC who will
support us with telling our story and engaging our
communities over the next three years. This comes in the
form of yearly perception and market research, which will
help us determine what matters most to our communities
but also provide us with a benchmark on which to track
our success.
13Foundation of Light Beacon of Light Stadium Park Sunderland SR5 1SN T: +44 (0) 191 563 4777 E: info@foundationoflight.co.uk www.foundationoflight.co.uk Registered Charity No. 1089333
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