Matt Parish Head of FC Foundation Video Link

2 Video Link Our History

• 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

4 Current

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.

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

Gavin Laws, Chair Peter Moore, Vice-Chair Susan Black Dr Simon Bowers Liverpool Football Club Liverpool Football Club NHS Liverpool CCG

Linda Henry Billy Hogan Tom Werner Laura Weston Boston Globe Media Partners Liverpool Football Club FSG Brand and PR Consultant

LFC Foundation – The Club’s Official Charity 6 OurOverview Five Year Values Unity Strategy: What we stand for Dignity Ambition Commitment

Vision To be the leading Our ultimate goal football foundation that transforms lives

To bring together the LFC family to Mission create life changing opportunities How we will get there in communities across Liverpool City Region and beyond

LFC Family Need Our Club Why

20% tactical – 80% strategic - Delivering longer term, sustainable When Alleviating the change that addresses the root cause of the issue symptoms

Wellbeing Skills Communities What ?

Globally Locally Local heart, global pulse Where

Partnership LFC Foundation Social Action Right To Play Raising Funds Monitoring, Evaluation Programmes working & Learning (MEL) How Why: Our Club

Liverpool FC is a responsible football club and LFC can engage the LFC family to galvanise long term Foundation support through success both on and off the – pitch. The Club’s official charity

Reds Red Together Neighbours – - LFC Community Equality, CSR programme Diversity and targeting L4, Inclusion L5 and L6

Reds Go Green – Environmental Policy

LFC Foundation – The Club’s Official Charity 8 140,000 places filled o our programmes

LFC Foundation – The Club’s Official Charity 9 Why: LFC Family

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 10 When: Helping Now and in the Future

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 11 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. LFC Foundation Delivery Locations (July 2019)

1. Liverpool – Inc. , , Walton, Kensington & Fairfield, Bootle, , , Dingle, Huyton etc. 2. Knowsley – Inc. Kirkby 3. Wirral – Inc. Birkenhead and Rock Ferry 4. Halton 5. Sefton 6. St.Helens

LFC Foundation – The Club’s Official Charity 12 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.

LFC Foundation – The Club’s Official Charity 13 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.

Wellbeing Skills Communities Living healthy and happy Achieving success in life Inspiring lives together • MOVE • Primary Stars • Mini Kicks • Military Veterans • #iwill • Kicks • Holiday Camps • Inspires • Open Goals Local • Health Goals Malawi • Onside • Open Goals International • Multi Sports • Onside + • Works • IntoUniversity North Liverpool • Street Soccer • SEND Schools

LFC Foundation – The Club’s Official Charity 14 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

LFC Foundation – The Club’s Official Charity 15 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.

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

• 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 Programmes & Social Action • LFC Foundation local volunteer scheme Fundraising Movement

• 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 16 How: Right To Play

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 17 How: Fundraising – Unrestricted Income With 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.

Events Corporate • Legends charity match at Anfield Stadium • Commercial partnerships and sponsorships • Away Legends charity match fixtures • Donations • LFC Foundation fundraising dinners • Employee fundraising • Fundraising activity at Club dinners and events • Gifts in Kind

Individual Giving Community and Fan Fundraising • Personal donations • LFC Lotto • Membership donation • Challenge Red Series – local, national and international fundraising • Major donors club challenges and events • Online auctions and global raffles Major Gifts and Tax • OLSCs Fundraising Challenge • Gift Aid and payroll giving • Round to the pound • Legacy giving • Carrier bag levy • Retail line • The Bootroom charity menu donation

LFC Foundation – The Club’s Official Charity 18 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.

LFC Foundation – The Club’s Official Charity 19 How we are funded

Grants & Commissions Fundraising Donations

20 How: Monitoring, Evaluation and Learning (MEL)

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

LFC Foundation – The Club’s Official Charity 21 Video Link