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
0207 473 7720
@WHUFoundation