Presentation by StreetGames' Kerry McDonald

1. Kerry McDonald
STREETGAMES’ NEW STRATEGY
(2013-17)
CHANGING SPORT
CHANGING LIVES
CHANGING COMMUNITIES

2. THE 2:1 PROBLEM
Prosperity Poverty
• 42% 16-24 year olds • 21% 16-24 year olds
are coached are coached
• 38% compete • 17% compete
• 43% are club • 20% are club
members members
• 45% achieve 3 x 30 • 27% achieve 3 x 30
mins mins
• 10% volunteer • 4% volunteer

3. 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

4. 3 MAIN MARKETS STREETGAMES
FOR DOORSTEP NETWORK
SPORT
MAINSTREAM
DOORSTEP SPORT SPORT
SOCIAL OUTCOMES-eg Health; Crime

5. 3 STRATEGY AIMS
GROW
UNDERSTAND
MAINSTREAM/INFLUENCE

6. 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

7. UNDERSTAND
• Insight, Insight, Insight !!
• Test, evaluate, replicate
• Segments within disadvantaged youth market
• Doorstep Sport method – refined and refined
and used by all sectors

8. 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)

9. 10 OPERATING PRINCIPLES OF
DOORSTEP SPORT
1. Varied Sporting Offer (multi-sport) – APPROVED
2. Equity - APPROVED
3. Workforce Development - APPROVED
4. Research, insight & data capture - TESTING
5. Communications and Collaboration - TESTING
6. Financial Sustainability - TESTING
7. Changing the mainstream - TESTING
8. Encouraging lifelong participation - TESTING
9. Wider Social Outcomes – TESTING
10. Youth Leadership and Action - TESTING

10. 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

11. STREETGAMES’ SERVICES
Doorstep Sport Clubs Partners
Infrastructure of clubs, In public and private sector
coaches, and participants to grow sport in
who have developed a disadvantaged areas
sporting habit for life
Training Academy Cooperative StreetGames StreetGames Events
Low cost, high quality Young Volunteers The events programme
learning opportunities Providing volunteering and provides doorstep sport
for coaches, leaders community leadership Us Girls projects access to high
and volunteers opportunities to Providing doorstep quality events and
disadvantaged youth. sport for young women competitions building backed
in disadvantaged by our corporate partners
communities

12. 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

13. WHAT DO THEY REALLY THINK
OF STREETGAMES?
2013 STAKEHOLDER SURVEY

14. SURVEY RESULTS
?

15. 1. Does StreetGames add
value to your organisation
1. Yes 95%
2. No
5%
1 2

16. 2. Which current StreetGames service
is most important to you right now?
1. Information / Insight /
27%
Advice
2. Volunteering 22%
3. Us Girls
18%
4. Training
15%
5. Events
6. Influencing NGBs
8%
8%
7. Health/Physical Activity
support
2%
1 2 3 4 5 6 7

17. 3. Which new service would you
most like StreetGames to do next?
1. Crime/Community Safety
34%
programme
2. Disability programme
3. Talent identification and 24%
development programme 21%
4. Pop up clubs (short term
sports programmes linked
13%
to big events)
5. Incentive products and
6%
ideas to increase
2%
retention
6. None of above 1 2 3 4 5 6

18. 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

19. 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

20. 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

21. A LONG WAY TO GO – BUT AT
LEAST WE HAVE A PLAN HOW
TO GET THERE !!

22. Kerry McDonald
STREETGAMES’ NEW STRATEGY
(2013-17)
THANK YOU