HEART of our at the

community 2018/19 review

Uniting our Community. It’s what drives our work and directs the projectsand programmes we deliver. From our home in the heart of east London we look to innovate, inspire and achieve real impact.

Since launching our six year business plan in 2013, we have grown each year, engaging more people, addressing more of the pressing issues facing society, and expanding our reach around the world.

We now stand here looking forward to 2024 through the lens of our new five-year strategy. While this report reviews our 2018/19 season we also set out our plans, and our approach, to continuing to support our Community through to 2024.

AT A GLANCE1990 West Ham United launch

Community Development Team

2013 strengthened Community Trust launches new six-year plan

2015 West Ham United Foundation launched

50,000 people engaged in 2018/19

35 programmes delivered

£400k development of our Beckton site

Ground-breaking partnership with NHS

£7.11 social return on every £ invested into Foundation programmes

Always looking forward

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Welcome-Andy Mollett-Chair of the Trustee BoardAs a football club, West Ham United has been rooted in its community for almost thirty years.

Crucially, through our Foundation, we have

been able to be a true force for good, delivering

outstanding opportunities both on and off the pitch.

Since 2013 there has been a vast growth in our

workforce, values and objectives and in 2015,

we relaunched the community arm of West Ham

United with a vision to be the leading social and

community outreach organisation providing

inclusive, life-changing opportunities for residents

in East London and Essex.

Subsequently, we have only progressed; offering

annual open Trustees’ meetings, delivering

award-winning initiatives, adding facilities and

forming networks and partnerships.

In the last year we have continued to see

extraordinary results and also revisited our

mandate and core objectives in preparation for the

next chapter of the Foundation’s journey.

It is my privilege as the Chair of Trustees, along with

my fellow Trustees, to continue to provide guidance

and support to an organisation committed to

empowering people and driving change.

Now, having successfully completed the Foundation’s

2013-2019 business strategy, along with Joe and his

versatile Foundation team, we remain committed and

focused; ready for the next phase.

We look forward to building on our achievements and

sharing this next period of advancement with you.

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CEO WelcomeWelcome-Andy Mollett-Chair of the Trustee Board

In 2013 we launched a new strategy for the

Foundation. We knew community need was high,

but we had to strengthen and build our local

relationships if we were to make a sustained

impact. A new team structure and a huge

commitment from our team of 20 staff began to

lay the groundworks.

These solid steps allowed us to build on that

in 2015, launching a refreshed strategy and

establishing the West Ham United Foundation.

Now in 2019, we are launching a new strategy that

will define our approach over the next five years

through to 2024.

The period, 2013 through to 2019, has seen

incredible growth across the Foundation.

The number of people we help has more than

trebled from 16,000 in 2013/14 to almost 50,000

in 2018/19.

To enable us to support so many people we have

invested in our people and our facilities, and constantly

looked to bring forward new and innovative ideas.

We now have 48 Foundation staff, 74 sessional coaches

and a team of more than 100 volunteers, apprentices and

trainees. Every one of them has played a role in shaping

the Foundation, their skills and experience making sure

that the programmes we run are well designed, well run,

and that we are able to report and evidence the impact

that has been achieved.

Behind this growth has been year on year increases in the

Foundation’s turnover, just over £900,000 in 2013/14 to

more than £4.5m in 2018/19. Our approach to innovation

has been key – investing in new facilities, developing

new programmes, and working with new partners, have

all created an opportunity to expand our operations.

It’s also strengthened the impact of our work - a recent

evaluation of our activities indicated an average return

of £7.11 for every pound invested into our programmes,

while an EY assessment indicated the 150Club alone

contributed £1.4m in health benefits.

That solid foundation is what gives us the platform to

now look ahead. It’s what has helped us develop lasting

relationships with partners built on trust. It’s why we now

want to harness the power of football to maximise

life-chances and inspire better futures for all.

The trust we’ve built with local communities, partners and funders has been pivotal in securing our growth.

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Joseph LyonsCEO West Ham United Foundation

ReflectingOver the last 18 months as we neared completion of the 2013-2019 business plan, we have taken time to consult with trustees, partners and stakeholders and we now find ourselves in a position to launch a new five-year strategy which will deepen our work and its impact.

In defining our new strategy we first looked back

– to understand how our previous strategy had

been delivered, and to use those and our wider

performance to shape our thinking. Working so

closely with so many organisations, communities

and individuals across east London, Essex and

beyond has given us an amazing insight into the

issues that we address – insight and knowledge

that we continuously use to improve our work.

2016 Strategic ObjectivesIn the mid point of our six year business plan, we

reassessed our approach and established three

long term objectives. These helped shape and

direct our work over the last few years – and our

success in achieving these aims provides the

platform for us to now look ahead to 2024. The

range of programmes that sit underneath these

objectives allow us to specifically respond to

numerous issues and to develop collaborative

ways of working with a great number of partners.

While there’s so much that we could mention

we’ve only provided a very short summary against

each objective here, but if you would like more

information on our work between 2015/16 and

2018/19 please contact the West Ham United

Foundation directly through the details provided

on the final page of this report.

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Reviewing our 2016 Strategic ObjectivesTo be at the forefront of

innovative community

programmes and

partnerships

To strategically grow the

Foundation’s work across

east London, Essex

and beyond

To serve in the best

interest of the community,

delivering a lasting legacy

from the heart of

east London

We have created and led so

many new and innovative

projects, including the highly

impactful 150Club tackling

diabetes, or our Any Old Irons

group that combats loneliness

among older people.

Innovation and partnership

will continue to be a key

principle going forward

In 2018/19 we engaged

with almost 50,000 people

including 12,000 Newham

residents. We’ve seen our

coaches and our participants

benefit from programmes run

in India and Peru. Looking

ahead we will continue to

look at digital development

opportunities

Since 1990, we’ve delivered

a huge range of programmes

from our home in east

London. These are developed

around our participant’s

needs and this inclusive

approach will continue to

be a cornerstone of the way

we work with communities

wherever they are based

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Our ImpactOur vision to provide better futures for all is

realised through 35 active programmes that

engage close to 50,000 people each year. These

programmes support diverse outcomes that

we structure across three broad areas: Football

Development, Community and Learning. Football

development activities use the power of football

to achieve both sporting and wider social

outcomes. Community programmes focus on

issues such as health, social isolation, disability, or

anti-social behaviours. Our Learning programmes

look at the positive benefits that can be seen

within an academic environment – at school,

college, university or into the workplace.

While we can’t talk about all 35 programmes in

detail here – we have identified 10 programmes

that demonstrate the diversity of our work and

the breadth of outcomes we help people achieve.

We’ve set them out opposite in a 3-5-2 formation

– as with West Ham United we too believe in an

expansive, creative and innovative approach both

on and off the pitch!

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1

3

7

14

18

4

8

19

11

9

12 15

20

2

6

13

17

10

5

16

Matchday Squad

Tackling Holiday Hunger

Premier League Kicks

Second Chance Academy

Leadership through Sport and Business

Stopthe Hate

PremierLeague Girls

Premier League Disability

Community Schools Hub

Any Old Irons

Higher Education

150Club

Premier League Primary Stars

East Works Careers

Newham Athletic Network

Looked After Children

Moore Family Foundation

International Programmes

Coach Core

Active United

Community Schools HubOur Foundation staff take on a permanent position

within schools across London and Essex.

Operating in each school on this basis allows our

coaches to work alongside the teaching team to

provide a more intensive support programme. It

allows us to focus our attention on those students

that may need additional support, as well as

those that show an interest in developing their

football skills.

Eight schools currently host a Foundation

Community Hub and in 2018/19 this allowed us

to directly engage more than 1,500 students. Of

these, 278 students benefited from inclusion in a

more intensive intervention programme resulting in

72% showing improved numeracy and literacy skills.

This programme often provides a first point of

contact with students and we look to provide

ongoing support focused on the individual. We are

proud that 65 students from our Community Hubs

have since joined one of our post-16 programmes.

Ormiston Park AcademyOur new Community Hub at Ormiston Park

Academy focused on raising aspirations

and motivation among female students. The

programme covered topics like body image

positivity, the different career options available

in sport, and encouraged students to shape the

structure of their PE lessons.

As a result, the school’s netball team has increased

its roster and a new football team has launched.

Off the pitch, tours of the London Stadium

enabled students to see the opportunity that

football offers beyond participation with one

student saying “the tour made me feel like there’s loads of opportunities that women can take as jobs: it’s not all about playing football or being on the pitch”

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1,547 students engaged in 2018/19

821 curriculum participants

1,037 extra-curricular participants

278 intervention-based participants

55% of participants improved school engagement

Tackling Holiday HungerHoliday Hunger is an issue of national significance

affecting up to 3 million students who qualify for

free school meals.

During school holidays the extra costs of healthy

meals and structured activities can be too much

for many families. Children often return to school

under-nourished or impacted by an unhealthy diet.

Our Holiday Hunger programme provides children

and their parents with free to access support

during the holidays. Children can join a range of

sporting activities and also receive healthy meals

and snacks during the course of the day.

We look to support the parents and the children

to change their behaviours too. Workshops for

parents provide advice around eating healthily

on a budget, while children also learn about

the benefits of healthy diets – all activities that

provide the confidence to keep making healthy

choices in the future.

Healthy ChoicesOne attendee was an eight-year old boy from

Essex. He lives in a hostel and has move between

four different refuge centres in the last 18 months.

This environment left him anxious and nervous

around new people and meant he had very little

opportunity to play football, a sport he loves.

Holiday Hunger has allowed him to play football

all day in a safe and secure setting. He’s now more

confident on the pitch and has started to take the

lead in football sessions. Off the pitch he’s been

trying new food and is constantly talking to his

mum about eating more healthily at home.

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318 children attended sessions in 2018/19

1,700 healthy meals were provided

Containing 500,000+ healthy calories

93% of children more confident playing sport

6.6 average daily servings of fruit or vegetables

9 workshops welcomed 35 parents

89% of parents more confident cooking healthily

Second Chance AcademyThe Second Chance Academy supports those

players on the elite pathway that may struggle to

continue at this level.

A long-standing component of our work, the

Second Chance Academy combines an elite level

coaching offer with post-16 educational studies.

Students receive coaching to help them maintain

their playing status while also studying towards a

BTEC qualification.

We work with players that may have been released

by their club, or whose development may happen

later than expected. In this way we offer an

ongoing route to football and create opportunities

into the professional game.

In 2018/19 we had 260 students engaged in the

programme running across east London and

Essex. In total we now have four colleges and two

Community School Hubs involved in the Second

Chance Academy – who together support a total

of 12 teams playing weekly games.

Chadwell HeathThe Chadwell Health Second Chance team

have had an incredible few years! They’re

unbeaten in the league over two seasons and

have secured a quadruple trophy haul! These

included the National U19 League, SCL League,

SCL Challengers Cup and the SCL Champions of

Champions.

260 students supported in 2018/19

12 active teams

6 coaching sessions and 2 matches per week

240 coaching sessions and 60 matches annually

97% student pass rate

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806 eligible people were seen in 2018/19

1,015 referral interviews completed

234 people completed the full 24 week programme

87% will complete the course if they complete 12 weeks

325% increase in moderate physical activity

15% increase in people feeling better about themselves

500+ completers since first programme began in 2016

150ClubOur 150Club tackles the increasing issues of

diabetes and cardiovascular disease and is run in

partnership with local NHS and CCG leads, and

alongside a host of local organisations.

The skills and experience of our Foundation

staff contribute to a highly effective programme

that encourages those affected by or at risk

of diabetes or heart disease to become more

physically active.

Social prescribing is a hugely important

component of encouraging healthier lifestyle

choices. The Club badge provides a name that

people trust, helping overcome initial barriers

to participation and creating a more positive

response from those signposted to our services.

In 2018/19 just over 1,000 people were signposted

to our activities of which 806 were eligible to join

our 24-week programme. 234 people completed

the entire programme and saw a 325% increase in

moderate physical activity, alongside reductions in

blood pressure and increased scores in the hand

grip test.

A step away from a healthy lifestyleDiabetes and health concerns saw Arif referred

to the 150Club. Being encouraged to join weekly

walking football matches as well as a range of

daily activities have led to a more active lifestyle.

As a result, Arif has met his own personal targets

for weight loss, cholesterol and blood pressure.

Not only has he reversed the effects of diabetes,

his family are playing more too and he’s worn

the claret and blue while representing West Ham

United Foundation! His advice; “Don’t be afraid of

trying new things regardless of how old you are,

you are only a step away from a healthy life-style!”.

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Over 300 Any Old Irons members

1,000 attendances across 33 Any Old Irons social events in the last year

17 five-week programmes delivered across East London and Essex

90% of new starters join the ongoing monthly sessions

73% of new starters report feeling happier

100% of Any Old Irons would recommend the programme to others

Any Old IronsLoneliness and isolation affects millions of people

across the country. Its impact is felt particularly

keenly among older men.

With Friends of the Elderly, and now with The

Mercers’ Company, we’ve been using a shared

love of football to get people together and

create lasting friendships that reduce the feelings

of loneliness that can so easily impact on our

physical and mental health.

Delivered in a range of community settings we

offer an initial 5 week schedule of events and

activities that get people talking. Quizzes, trips,

stadium tours, digital training, etc, all help get

the group, supported by experienced volunteers,

socially active.

The sense of fun and friendship generated in those

5 sessions sees 90% of participants subsequently

transfer to the ongoing monthly groups. Managed

by trained and dedicated volunteers, with support

from charity and Foundation staff, these groups

actively recruit new members while also becoming

responsible for the governance and administration

of the project going forward.

Reconnecting through footballFollowing the break-up of her marriage, Eileen

suffered a mental breakdown resulting in voluntary

admission to Newham General Hospital. As a third

generation West Ham United fan she signed up

for the initial five-week programme as soon as she

heard about Any Old Irons.

“For a long time I would cross the road when I

saw someone I knew to avoid talking to them”.

As one of the programme’s first volunteers she

supports others “I try and befriend anyone I think

is lonely or unhappy. Any Old Irons has been the

making of me, it’s so lovely when you get to hear

people’s back stories and see how much they have

moved on in a positive way since joining.”

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9,000 young people engaged since 2006

1,551 participants in 2018/19

110 participants went on to volunteer with the Foundation

18 competitions hosted

Sessions run in Newham, Tower Hamlets, Barking & Dagenham and Havering

Premier League KicksOur Kicks programme, run with the support of the

Premier League, has been reaching into high-need

communities for more than 10 years.

We use the power of football to engage with

young people that many organisations would

identify as “hard to reach”. A combination of

coaching sessions and playing opportunities help

overcome these barriers and unite communities.

1,551 young people, aged from 8 to 18, engaged

in our Kicks sessions in 2018/19. Alongside the

sporting aspects we offer advice and guidance

that reduces anti-social behaviour, and ultimately

looks to tackle knife crime and gang culture

among high-risk groups.

Along with our partners we support the

development of skills and confidence among our

participants so that they are better placed to make

decisions about their futures. We look to provide

opportunities beyond Kicks, with participants

encouraged to join other Foundation programmes

or to gain experience through volunteering.

Financial Advice In June 2019 our PL Kicks sessions hosted DABD

a local debt and financial advice service based in

Barking. The sessions were held in our IT suite and

gave parents the opportunity to seek advice in a

familiar and safe environment while their children

attended the PL Kicks session at Beckton.

Four families received additional support, all with

very different needs, including advice around

benefits, debt and budgeting. One family were

having difficulties with Universal Credit and the

benefit cap and so our support focused on this

and for their PIP assessment, including various

forms they needed to complete.

The family were subsequently awarded additional

annual benefits of £8,500. This has had a clear

positive impact on their situation and the family

has also since been referred for free legal advice

and support with their housing situation.

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The Premier League

Charitable Fund

supports a number

of our programmes,

including Kicks

and our Disability

work covered here.

From 2019 these

programmes, and

those targeted at

female participants,

will be brought

together and

delivered under a

combined package of

Premier League Kicks.

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5 main hub sites across Newham, Barking & Dagenham, Havering and Tower Hamlets

368 open sessions hosted during 2018/19

562 people attended our sessions in 2018/19

Flexible, short-term programmes with clear exit routes

40 participants volunteering on matchdays

Sign Language and non-verbal awareness training completed by all staff

PL/BT DisabilityThe Foundation is an inclusive organisation where

anyone can join and benefit from participating

within our activities.

Our programmes offer accessible sporting

opportunities for all. We make sure the

environment is welcoming and that irrespective

of disability or health condition everyone can play

sport at a level in which they feel comfortable.

In 2018/19 we ran 368 sessions that engaged 562

people across Newham, Tower Hamlets, Barking,

Dagenham and Havering. While the primary focus

is on increasing participation, the programmes

also tackle isolation, and mental and physical

health issues that can greatly impact upon people

affected by disability.

In the future our work across these areas will

become a central part of Premier League Kicks.

This reflects changes that the Premier League are

making but fits well with our own belief that every

programme we run needs to inclusive and accessible.

Boosting confidenceHakeem joined our Disability sessions in 2015. He has

Autism and Global Delay which makes it difficult to

be sociable around others leaving him isolated when

wanting to play sports. The sessions have made him

more comfortable, and with increased confidence he is

now more active and has become one of our volunteer

helping others.

Hakeem now works alongside the Foundation, an

experience that continues to have a positive impact

on him and others “I try and help out other people

as much as I can, and help out the coach and take

as much advice and suggestions as I can. The

Foundation gave me the opportunity to express

myself and I wanted to get involved in this Foundation

as much as I can.”

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2 year pilot project reached 2,421 young people

Understanding that racism is illegal increased by 21%

Understanding that it is racist to pick on someone because of their nationality increased by 20%

2019/20 target: to engage 2,500 young people in 25 schools

Between January 2019 and July 2019 there was a 35.4% increase on racist and religious hate crime in London

Stop the hateA key part of our work is to continuously look

ahead, developing new and innovative responses

to identified local need.

Launching this year, Stop the Hate will see the

Foundation partner with the London Borough

of Barking and Dagenham and Show Racism the

Red Card to directly address the issue of racism

and hate. Delivered into 25 schools across east

London and Essex, the programme will provide

2,500 children with a combination of preventative

workshops and inclusive health and wellbeing

sessions.

These interactive sessions will challenge students

to think critically about the information they

receive and understand the harm caused by

division and hatred. Teachers and youth leaders

will also be involved, creating an enhanced

understanding of the issues among the young

people they work with and provide them with

tools to continue to tackle race inequalities

amongst their pupils.

“When hate speech is not only condoned but used by leaders of

political parties all over the world, we find ourselves in a situation

where hate crime is on the rise” Leroy Rosenoir, West ham United

“Over the last 10 years we have led the way challenging all forms of

hatred and discrimination, and by joining together with the

West Ham United Foundation and Show Racism the Red Card we will

be able to make sure that our young people lead the way”

Darren Rodwell, Councillor, London Borough of Barking and Dagenham

“Together, we will help educate thousands of young people on the

dangers of racism and other forms of discrimination, to keep them

safe but also providing young people with knowledge on what to

do if they or family members have been subjected to hate crime”

Steve Goodsell, Show Racism The Red Card

“We are proud of our work in this area and as a Club we are fully

dedicated to uniting our community to tackle hate crime in all its

forms and we will continue to ensure that equality, diversity and

inclusion are at the heart of everything we do” Joseph Lyons,

West Ham United Foundation

30 students joined the course in 2018

216 lectures, seminars and practical sessions

122 students enrolled on the degree programme since 2015

33 students enrolled in 2018

Higher EducationWe’re strengthening and expanding the higher

educational opportunities we offer with our

partners at the University of East London.

In 2018/19 our Foundation course in Applied

Community Sport degree entered its third year.

We saw another 30 students start on the course

that has seen 122 students enrol since its launch

in 2015.

In line with our new strategy, in the 2019/20 season we’re delighted to replace this degree with

the FdSc Community Sports Management degree

and add to this our new BSc in Sports Coaching &

Performance – enhancing the academic pathways

we create towards employment within the sport

and leisure sector. 44 students have already

signed up and we look forward to working with

them as they complete their higher education

studies.

We’re committed to making careers within our

industry accessible to young people, especially

those living locally or who may have otherwise not

considered studying at University.

Extra MotivationMoses, 25, was not enjoying the university

experience until he joined the FdSc Applied

Community Sports degree in 2017. The mentoring

and support he received enabled him to integrate,

develop and enjoy his studies through our unique

curriculum.

His studies have seen him represent the Foundation

and UEL in Austria and Sweden, projects that offer

fantastic experiences, but that also strengthens a

student’s CV and employment prospects. Moses

now wants to complete a full BSc (Hons) in Sport,

PE and Development and would like to become a

sports lecturer and help the younger

generation in a similar position to him.

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134 young people engaged since 2014

20 students supported in 2018/19

98% say that Leadership Through Sport and Business was a positive and life changing experience*

90% say they have been given access to an influential network*

*outcome as reported across the full Leadership Through Sport and Business programme

Leadership through Sport and BusinessWorking with our partner, Leadership Through

Sport and Business, we encourage social mobility

by creating employment opportunities for local

students within the financial sector.

Even with the right exam results local students

can often struggle to recognise, let alone secure,

employment within the financial sector. Leadership

through Sport and Business directly challenges this

by providing structured placements and ongoing

support with a range of amazing companies.

In 2018/19 20 students have taken part in the

programme where pre-employment support

prepares them for an unfamiliar working world.

16 students have now secured placements

with companies like RSM, BDO, BKL, the Pen

Partnership and Travel Trade Consultancy – and

continue to receive our support.

The programme runs for a year – from September

to December students spend 3 days a week at

college and one day in workshops. From January

they are onsite with the employer for 4 days a

week and one day a week back at college.

Career Development Agnes moved to the UK from Kenya when she

was just 17. Her drive and commitment helped

overcome the initial issues that such a move

brings, and also saw her volunteer in Tanzania and

become a qualified carer.

The Leadership Through Sport and Business

programme channelled her enthusiasm and

dedication from the start. She led her team

well, developed her sporting skills, was able to

demonstrate her financial capabilities to the Lord

Mayor, Goldman Sachs and Basset & Gold. Her

experience with the West Ham United Foundation

has also given her the skills and confidence to

champion issues of diversity and ethics in her

new role. Agnes completed her AAT Level 2

qualification at Newham College this year and has

now started her apprenticeship at RSM, one of

the UK’s Top 10 accountancy firms. “I was happy

to be chosen by LTSB to pursue accounting and

be trained in leadership skills, interview skills and

sports. I am currently enjoying my apprenticeship

as I look to grow and progress my career.”

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Our People

Our workforce is made up of 48 full time staff, 74

sessional coaches and more than 100 volunteers,

apprentices and trainees. All are well trained and

highly skilled at supporting people – whether

that’s on the pitch, in school or in the community.

Many of our staff have previously been part of one

of our programmes. We see the opportunity for

beneficiaries to volunteer, to join more structured

development programmes, or to join us as an

employee, as an incredibly important part of

creating better futures and improving lives.

This lived-experience is why we involve our people

and our beneficiaries in the development of our

organisation and the programmes we deliver.

Their input through co-design and co-production

of programmes means that our support is offered

where it is needed and in a way that breaks

down barriers.

Our Foundation staff are our most important feature. They’re the first point of contact for someone looking for help – and they’re the people that continue to offer support for as long as it’s needed.

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Our Foundation

We maintain a range of policies and processes

internally covering the way the Foundation

is governed. These cover operational

requirements like safeguarding or child

protection, organisational aspects such

as how we manage our people, as well as

other policies around financial and strategic

management.

Our Trustees oversee the Foundation and our

overall decision-making processes, while a

strong executive team provide a more direct

hands-on approach to governance on a

daily basis.

Open meetings ensure that Foundation staff,

beneficiaries, our stakeholders and the general

public are able to access and input to the way

we work.

As a charity that supports so many vulnerable people from across society our governance processes must be robust and fit for purpose.

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Millions Millions

2018/2019

2017/2018

2016/2017

2015/2016

2014/2015

2013/2014

Income Expenditure

In the last year the Foundation’s turnover

grew to £4.6m, an increase of around £1.2m

over the previous year. At year end we were

maintaining reserves of £236k. 5 4 3 2 1 0 0 1 2 3 4 5

West Ham Uniting our Community

Our VisionHarnessing the power of football to maximise

life-chances and inspire better futures for all

Our MissionTo provide an innovative approach to

understanding and meeting the needs of our

community; building partnerships and utilising

insight and technology to create an environment

where all can thrive - from the heart of East London

Our 2024 Game PlanWe want to build on our work to date, to continue extending our reach into new locations and addressing the key issues that affect our community. We will think innovatively and work collaboratively as we look to inspire better futures that enable everyone to thrive.

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Responding to local need

Uniting our community

Providing and environment

for all to thrive

Engaging our community to understand local need and to ensure that our programmes, facilities and reporting structures are designed around them

Understanding our community, what works and how

innovative thinking across our stakeholders is essential

to support fitter and healthier lifestyle choices

Shaping the programmes we run and our ways of working

to create effective, efficient and innovative mechanisms that

support anyone in need of help for as long as they need it

Strategic Objectives 2019-2024Established plans sit behind these objectives and bring together our existing programmes alongside a range of new initiatives we will be taking forward during the five-year lifespan of this strategy.

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Responding to

local need

Build a long-term trust between the community groups, partners, current and future beneficiaries

Create long-term unique community environments

Invest in research and capture our programme data in order to drive our mandate forward

• Consulting across our multiple stakeholders to shape our work

• Creating an inspirational multi-purpose home in Beckton

• Expanding our offer across our key Boroughs

• Implementing a digital strategy that transforms our operations

Uniting our

community

Showcase the positive work and environments we’ve created

Within our collaborations, use our assets as a Football Club that benefit the stakeholders we have a responsibility to serve

Working with all internal and external stakeholders to utilise technology to support fitter and healthier lifestyles

• Better utilise stories from across the Foundation to enable us to reach more people

• Extend our partnerships across football, education and the community

• Embrace technology to achieve better outcomes for all

Providing an

environment for

all to thrive

To further develop our sustainable business model

Provide an environment which will keep staff, participants and the organisation safe

To be at the forefront of innovative ecosystems to allow optimal success for all stakeholders

• Diversifying our funding mechanisms to support our plans and our sustainability

• Strengthen our policies to better support our people, partners and participants

• Investigate innovative delivery models that support a range of outcomes for our partners

Share our Vision: 30 years and beyond

Following an extremely successful six-year period,

we will utilise our vision, mission and objectives to

drive everything we do.

The process we went through as a team has given

us a sense of true understanding of why this is

such an important element of this fantastic Club

and we look forward to delivering a strategy which

is sustainable, transparent and above all focused

on our beneficiaries.

Community is in the Club’s DNA and as we approach the 30th anniversary since the Club began its community outreach in 1990, we’ve shown time and time again how lives can be changed through the power of sport.

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Our ValuesFinally, at the core of all of this sit our five shared

values which we all standby:

1. Integrity – being transparent, responsible and

trustworthy

• Behaving in an honest and ethical manner,

serving the community to the best of our

ability

2. Inclusive - recognising and respecting

everyone’s value

• Providing an accessible and welcoming

environment

3. Continuously improving - striving for

excellence driving development through

learning

• Maximising opportunities to fulfil potential

and be prepared to take risks

4. Collaboration - working together internally

and externally

• Recognising the benefits of a multi-

organisational approach to our community

and workforce

5. Inspiring - creating a culture where people

prosper

• Providing a safe and enjoyable environment

supporting goals and aspirations

Looking ForwardOur new focus will now propel us forward over the

next five years and although we are all extremely

proud of everything we have achieved so far, there

is more to do.

We are confident our new strategy will provide

growth and success in the next stage of our

journey and over the coming months, as we

mobilise our new plan, we would welcome any

further conversations and collaborations which will

help us to further unite our community!

As the Foundation has evolved and strengthened over the last few years, so too have our fundamental values. We feel these represent what we stand for, the way we work and the way interact with our partners and beneficiaries now and into the future.

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Charity number: 1114458

whufc.com/club-foundation/about

Foundation@westhamunited.co.uk

0207 473 7720

@WHUFoundation