Matt ParishHead of Liverpool FC Foundation

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• Established in 2010

• Builds upon LFC’s history of working in the community for the past 30 years

• Provides a platform to harness the power and passion of LFC fans to do good

Our History

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Vision

To be the leading football foundation that transforms young people’s lives.

Mission

We bring together the LFC Family to create life changing opportunities for children and young people.

Current

5LFC Foundation – The Club’s Official Charity Creating life changing opportunities for children and young people

Our Board

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Gavin Laws, Chair

Laura WestonBrand and PR Consultant

Susan BlackLiverpool Football Club

Billy HoganLiverpool Football Club

Tom WernerFSG

Dr Simon BowersNHS Liverpool CCG

Linda HenryBoston Globe Media Partners

LFC Foundation – The Club’s Official Charity

Peter Moore, Vice-ChairLiverpool Football Club

To be the leading

football foundation that

transforms lives

To bring together the LFC family to

create life changing opportunities

in communities across

Liverpool City Region and beyond

Unity

Dignity

Ambition

Commitment

LFC Foundation

Programmes

Partnership

workingSocial Action Raising Funds

LFC Family Need Our Club

Locally Globally

20% tactical –

Alleviating the

symptoms

ValuesWhat we stand for

VisionOur ultimate goal

MissionHow we will get there

Why

When

What

Where

How

OverviewOur Five Year

Strategy:

80% strategic - Delivering longer term, sustainable

change that addresses the root cause of the issue

Wellbeing Skills Communities ?

Right To Play

Local heart, global pulse

Monitoring, Evaluation

& Learning (MEL)

LFC Foundation – The Club’s Official Charity

Why: Our Club

Liverpool FC is a responsible football club and can engage the LFC family to galvanise long term support through success both on and off the pitch.

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LFCCSR

LFC Foundation

–The Club’s

official charity

Red Neighbours

–Community programme targeting L4, L5 and L6

Reds Go Green

–

Environmental Policy

Reds Together

-

Equality, Diversity and

Inclusion

LFC FoundationLFC Foundation – The Club’s Official Charity 9

140,000places filled o our

programmes

LFC Foundation – The Club’s Official Charity

Why: LFC Family

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Fans think it is important for their Club to have an official

charity, and want to work collectively to make positive

change happen in their community.

• 83% of fans think it is important for LFC to have a charity

Why is it important to fans?

• 76% - LFC fans can do great things when the come together to

make a difference to the social issues they care about

• 66% - The Club was born out of the area and has a responsibility

to give something back

• 64% - Sport can make changes to people’s lives in ways only

sport can

Source: LFC Foundation Fan Questionnaire, Dec 2016, Agent Marketing

LFC Foundation – The Club’s Official Charity

When: Helping Now and in the Future

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As a registered charity we focus the majority of our resources on delivering long term, sustainable change that addresses the root causes of the issues that affect the communities we support.

We listen to the LFC family and are also aware of the immediate needs of the communities around us, and therefore respond with action to alleviate the negative symptoms they face.

We allocate around 80% of our resources on strategic programmes and 20% on tactical interventions and causes that resonate with fans.

LFC Foundation – The Club’s Official Charity

Where: Locally

Our local delivery is within the five boroughs of Liverpool City

Region and strategically focus on targeting areas of high

deprivation and need.

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1. Liverpool – Inc. Anfield, Everton, Walton,

Kensington & Fairfield, Bootle, Kirkdale,

Toxteth, Dingle, Huyton etc.

2. Knowsley – Inc. Kirkby

3. Wirral – Inc. Birkenhead and Rock Ferry

4. Halton

5. Sefton

6. St.Helens

LFC Foundation Delivery Locations

(July 2019)

LFC Foundation – The Club’s Official Charity

Where: Globally

We have a responsibility to use the LFC crest to make positive

change happen, and with a global fan base as strong as ours we

need to deploy our resources both at home and away.

Local heart, global pulse.

We have teamed up with Right To Play to launch a global partnership to provide vulnerable

children around the world with the tools and skills they need to overcome the impacts of

poverty, conflict and disease.

The multi-year partnership will see the LFC Foundation working with Right To Play, a global

organisation that protects, educates and empowers children and young people by harnessing

the power of sport and play.

The partnership brings together two innovators and leaders in their fields who will share their

insights and expertise to create and implement high-impact programmes that help children rise

above adversity and empowers them to learn and lead.

This collaboration will focus on improving the quality of education for high-need children around

the world, helping them to stay in school, resist exploitation and abuse, to prevent disease, and

live safer and healthier lives.

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LFC Foundation – The Club’s Official Charity

How: LFC Programmes

We are uniquely positioned to use the power of the LFC crest to communities, especially those hardest to reach, which we achieve through our range of targeted programmes.

We work in schools, parks, open spaces and community venues in areas of high deprivation.

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Wellbeing

Living healthy and happy

Skills

Achieving success in life

Communities

Inspiring lives together

• MOVE

• Military Veterans

• Holiday Camps

• Health Goals Malawi

• Multi Sports

• Primary Stars

• #iwill

• Inspires

• Onside

• Onside +

• Works

• IntoUniversity North Liverpool

• Street Soccer

• SEND Schools

• Mini Kicks

• Kicks

• Open Goals Local

• Open Goals International

LFC Foundation – The Club’s Official Charity

How: Working in Partnership

To ensure the LFC Foundation can make the greatest impact possible, in addition to our own programmes we also work in partnership with other charities and community organisations to improve the life and health chances within the communities we support.

We do this by:

• Utilising the power of the badge to improve the impact of existing programmes and schemes that support our key impact areas and where a third party is best placed to deliver

• Building relationships with governing bodies and undertaking needs analysis’ to identify opportunities for new partnership programmes

• Identifying specific beneficiary issues and concerns and signposting to specialist services

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LFC Foundation – The Club’s Official Charity

How: Social Action

The LFC family’s appetite to work collectively to make positive change happen provides the

Foundation with a real opportunity to engage beneficiaries and fans in social action. We want to

achieve the ‘triple benefit’ - for the beneficiaries, those who take part and for the wider community.

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Partnership

working

Social Action

Movement

LFC Foundation

Programmes &

Fundraising

• OLSC social action campaign utilising the We are Liverpool. This means more brand

platform

• Annual LFC Foundation Day / Weekender with takeover of all LFC channels. Fan engage

through donations, pledges and by take positive action in their local communities

• LFC Foundation local volunteer scheme

• International action through the Right To Play partnership

• #iwill schools social action programme

• Social action thread included across all Premier League programmes, Open Goals and

Onside/Onside+

LFC Foundation – The Club’s Official Charity

How: Right To Play

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Our aligned strategy and methodology enables us to

replicate the Open Goals model across the 15 countries

Right To Play current operate in, in addition to our work

across Liverpool City Region.

Launch Plan

• Y1 – Liverpool and Bangkok, Thailand

• Y2 - Shanghai, Shenzhen and Chengdu, China

Right To Play Reach

• 2.3 million children a week

• Benin, Burundi, Canada, China, Ethiopia, Ghana, Jordan, Lebanon,

Liberia, Mali, Mozambique, Pakistan, the Palestinian Territories

(West Bank and Gaza), Rwanda, Tanzania, Thailand, Uganda and

the United States.

LFC Foundation – The Club’s Official Charity

How: Fundraising – Unrestricted IncomeWith 800million people around the world supporting LFC to some extent, the LFC Foundation has the unrivalled ability to drive unrestricted income and bolster its impact through fan fundraising initiatives. Due to the diversity of our fan base, we deliver a range of activities, accessible to the whole LFC family.

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Events

• Legends charity match at Anfield Stadium

• Away Legends charity match fixtures

• LFC Foundation fundraising dinners

• Fundraising activity at Club dinners and events

Individual Giving

• Personal donations

• Membership donation

• Major donors club

Major Gifts and Tax

• Gift Aid and payroll giving

• Legacy giving

Corporate

• Commercial partnerships and sponsorships

• Donations

• Employee fundraising

• Gifts in Kind

Community and Fan Fundraising

• LFC Lotto

• Challenge Red Series – local, national and international fundraising

challenges and events

• Online auctions and global raffles

• OLSCs Fundraising Challenge

• Round to the pound

• Carrier bag levy

• Retail line

• The Bootroom charity menu donation

LFC Foundation – The Club’s Official Charity

How: Restricted and Ringfenced Income

Grant Funding

Approximately half of the Foundation’s income is currently generated through grant funding. This restricted income can only be invested in specific activity agreed with the funder.

We currently work with six external funders and there are many more opportunities to tap into on a match and full cost recovery basis, in line with our growth strategy.

Partnership and Sponsorship Income

The formation of the new Marketing & Business Development team will enable the Foundation to further diversity its income stream through new commercial partnerships and sponsorship of key events.

Depending on the type of partnership this income may be ringfenced for specific programme delivery, or invested as unrestricted funds to help with core operational costs.

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How we are funded

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Grants & Commissions Fundraising Donations

LFC Foundation – The Club’s Official Charity

How: Monitoring, Evaluation and Learning (MEL)

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The LFC Foundation is committed to making the greatest impact possible and ensuring it invests resources in the right way.

The appointment of a new Impact & Insights Manager will provide the charity with a clear framework for MEL and enable us to measure both outputs and outcomes across our community delivery.

They will also provide wider business intelligence support across our marketing, communications and fundraising activity.

LFC = Excellence

LFCF = Impact

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