The Active People Survey was the largest survey of sport and active recreation to be taken in England. It creates a baseline against which active participation can be measured anywhere in the country. It is, therefore, a valuable tool for anyone planning a new facility to use in identifying their local participation rates. Full details can be found on the Sport England website. Market Segmentation is another tool which has evolved from the Active People Survey. It helps to understand what motivates people to play or not play sport. It's based around nineteen common groups of people which can be explored at differing geographic levels. It is possible to find out what people’s sporting habits are in a particular street, community, local authority or region. Again, detailed information on how to use this tool can be found on County Sports Partnership or the Sport England websites. Linked to all of the above, you need to identify what is limiting your development, e.g. is it poor changing facilities, bad drainage, lack of floodlit facilities, lack of indoor space or just the location which means you can’t expand and therefore need to find another site. What all of this will demonstrate to a potential funder is that you are planning ahead and thinking about how your club will grow and benefit the local community!
Sports Development Planning is about having a clear vision for the future and it can be summarised in six key words: • Aims - What are you aiming to achieve?
• How - Are you going to do this?
• Who - Is going to do the work?
• When - What are the timescales involved?
• What - Is the project?
• Review - How will you know what has been achieved? You need to have a way of reviewing progress throughout the project
Your Project
In addition to all of the above, there are a host of other things you will need to consider about your project. These include:
• Marketing of the facility/project
• Access issues • Charging policies • Management of the facility
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• Operational issues • Programming
• Income and expenditure plans
All of these make up your project and if they can be presented in a clear and logical way, then your chance of securing funding increases. Just remember, it was Albert Einstein who said “If you can’t explain it simply, you don’t understand it well enough”.
The Funders
It is worth remembering also that ‘there is no such thing as a free lunch’. Any organisation
prepared to fund projects will have its own agenda, whether that is increasing participation or a specific interest in your sport. The key message here is to get to know your funders - be clear about what their criteria are, are they seeking payback in any form, are they focusing on any specific target groups e.g. young people, people with a disability etc? Above all else, make sure that you read their documentation carefully before you begin to complete it. If you are not sure about anything, then contact them to seek clarification. Many
funders are happy to offer advice and would prefer people to come to them first to see whether their project is eligible before an applicant has spent a lot of time developing a project that isn’t fundable. There are three top tips that summarise the whole process:
• Know your project • Know your funder • Keep it simple!
For more information contact Liz or Mike at Syzygy Leisure on 01604 670222 or
syzygy@syzygyleisure.co.uk
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