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CSR: The View From the Field

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Atlanta Falcons Youth Foundation. An affiliated fund of the Arthur M. Blank Family Foundation ... Falcons Fitness Zones. Atlanta Falcons Youth Foundation ... – PowerPoint PPT presentation

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Title: CSR: The View From the Field


1
CSR The View From the Field
Greg Johnson, Executive Director
2
What is Sports Philanthropy?
  • Corporate and individual philanthropy, involving
    institutions and athletes wielding unique assets
    because of their involvement in professional and
    college sports
  • Cash/celebrity cachet/powers of
    convening/associated media, sponsors, season
    ticket holders, luxury suite holders,
    vendors/professional staff/ownership/tickets/facil
    ities/ employment opportunities/economic
    development opportunities, etc.

3
SPP Survey Foundations Included
  • AFL 19
  • Athlete 75
  • NBDL 13
  • ECHL 26
  • LPGA 1
  • MILB 113
  • MLB 36
  • MLS 12
  • NASCAR 1
  • NBA 32
  • NFL 34
  • NHL 31
  • PGA 1
  • WNBA 11
  • Total 405

4
Charity Program Focus Areas
5
Foundations Reporting Revenues of
6
Top 10 Charities by Revenue
134 Reporting
7
Top 10 Charities by Grants Disbursed
109 Reporting
8
Top 5 Athlete Foundations, By Revenue
9
Some Best Practices (FILES)
  • Focused
  • Impactful
  • Leveraged
  • Evaluated
  • Sustained

10
San Francisco Giants Community Fund
  • Established in1991
  • 30 member board of directors
  • Direct service program, Junior Giants
  • 14 years old
  • 13,000 kids (5-11) free non-competitive 30
    girls
  • Emphasizes self-esteem and scholarship
  • Provides free training and equipment in 70
    underserved communities
  • Built in character building, scholarship,
    community service, coach training

11
More
  • Junior Giants
  • Each league completes extensive annual
    evaluations
  • One new field constructed each year
  • Former players coming back to serve as mentors
    and coaches
  • Three committees funded by community fund to add
    the following to Junior Giants
  • Summer reading program
  • Dental screening
  • Violence prevention program

SF Giants Community Fund
12
The Steve Nash Foundation
  • New foundation (about 3 years old)
  • Focuses on British Columbia and Arizona, working
    closely with Phoenix Suns Community Relations
    Department in Arizona
  • Nash spends a lot of his time working with the
    foundation
  • Steve Nash Youth Basketball has been expanded
    across Canada into the national youth basketball
    development model
  • 30,000 children this fall 75,000 over 3 years
  • boys and girls 5-13 regardless of socio-economic
    status
  • Generous grants program-- _at_ 350,000 annually

13
More
  • Steve only partners with companies willing to
    help with his foundation efforts
  • Steve presses sponsors and partners to commit to
    socially sustainable practices
  • Ensured development of sugar free products per
    terms of his agreement with Clearly Canada
  • Capital projects are funded only with community
    buy-in and mandatory follow-up and progress
    reports foundation continues to help with other
    programming and partnership

The Steve Nash Foundation
14
Atlanta Falcons Youth Foundation
  • An affiliated fund of the Arthur M. Blank Family
    Foundation
  • 10 million budget since 2002
  • Focuses on youth sports and fitness, targeted
    towards underserved low-income youth
  • Complements NFL Grassroots Program, having
    constructed or improved 11 additional playing
    fields since 2002
  • Since 2005 much of AFYFs activity has centered
    in creating Falcons Fitness Zones designed to
    improve youth fitness and reduce obesity

15
Falcons Fitness Zones
  • 1.2 million per year directed toward five
    neighborhoods, in an attempt to increase the
    number of kids participating in organized fitness
    activities during and after school
  • Same kids all year not one-time events
    consistent and ongoing measurement and evaluation
  • 3,900 participants in 2007
  • Web-based evaluation product introduced to track
    participation
  • Additional extensive technical assistance
    provided to partners

Atlanta Falcons Youth Foundation
16
Major League Baseball Players Association
  • Since 1996pools player charitable donations,
    including a portion of group licensing revenue
  • Partners with an effective intermediaryVolunteers
    of Americawhich organizes support for daycare,
    recreational, health, and counseling programs for
    people in need
  • Pools disaster relief contributions--1 million,
    for example, for rental housing to rebuild the
    Gulf Area

17
The Jackie Robinson Foundation
  • Since1973, The Foundation has donated more than
    14 million to over 1200 college scholars
  • 560,000 annually
  • 7,200 per scholar
  • Engages multiple corporate, institutional, sports
    team and individual partners in order to sustain
    additional scholars
  • Mentors the scholars throughout their college
    careers, achieving a 97 graduation rate

18
More
  • Requires scholars to engage in community service
    while in college
  • Continues to mentor scholars after graduation via
    associated Education and Leadership Development
    Program, which affords extensive giving back as
    well as networking opportunities

The Jackie Robinson Foundation
19
Conclusions and Metrics
  • Sports philanthropy is impactful, measurable, and
    yet to achieve its full potential
  • Efforts at community relations, fan development,
    and business development may be related to but do
    not substitute for quality sports philanthropy
  • Measurement is not very useful when made in
    reductionist terms exclusively involving 990
    filings, administrative overhead/revenue ratios,
    grant size, etc.
  • Truly successful sports philanthropy can best be
    understood in terms of evaluating impact
  • This requires understanding in-kind value, the
    focus of the effort, and the quality of the
    outcome of the effort

20
The Sports Philanthropy Project 340 Harvard
Street Cambridge, MA 02139 (617) 491-1633
telephone gjohnson_at_sportsphilanthropy.com
e-mail www.sportsphilanthropy.com
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