Community engagement – being on the ball! - Why we need to understand and support community initiatives from the sporting and commercial sectors

For years we have all tended to accept that strong, confident communities are important for society. They provide a solid foundation for individuals, families and businesses to fulfil their potential; they foster greater cohesion and build resilience – critical at times of change and useful at times of challenge. Academics call it social capital

So who takes the initiative? Where do we expect to find that spark of idealism, and the commitment to do things? Clearly not from Central Government! Whatever hopes there may have been for this administration’s Big Society, experienced people in the community and voluntary sector always argued that the best community action was always inspired from the ground up, not from the top down.

In truth, of course there has always been a balance of effort. Voluntary bodies have worked successfully with Councils and other public bodies – sharing the quest for money, talent, property and all the other resources needed to make an impact.

But maybe we are entering a new phase. Many Councils have had to scale back, and in cases withdraw from active community development. But this does not always spell the end of significant activity and what we see today is a range of newer organisations take the lead. At the Institute recently we have taken a particular interest in the work of professional football clubs, and readers may well be surprised and maybe impressed by the scale and outcomes that are now being seen. We must guard against traditional scepticism that thinks of such programmes as similar to modest tokenistic gestures from otherwise socially irresponsible Corporate giants.

So why do commercial or sporting bodies invest in local communities? What exactly is in it for them?

CSR or Corporate Social Responsibility has a chequered record in the UK, but those who take it seriously claim that being a good citizen or neighbour is financially sound and makes a difference to the bottom line. This almost certainly applies to our Supermarkets many of which run relevant community projects. But is that why football clubs bother? In a business where wealthy foreigners call the shots, and where huge losses are the norm, is there a non-financial logic?

So here is possible theory. ‘Communities’ are no longer just geographic. The internet has made us all aware of the idea we call ‘communities of interest’. A shared commitment becomes part of our identities. Note that on so many social media applications, our profiles not only demand information about our contacts – they also want to know what ‘groups’ we belong to. Now allegiance to a football club may be different to loyalty to a supermarket chain. It is also different from supporting a charity we approve of, or belonging to a society or association. But they are all parts of our make-up - who we are. And note that these transcend the sense of a place. We can be a fan of Manchester United, or a fan of Sainsbury’s or even of Oxfam – wherever we live.

Organisations like this have discovered the value of their brand, not just in creating income, but also in spreading key messages that reflect well on their enterprise. They have learnt that these brands can affect the way people behave, and that it can be a power for good as well as for something else. If Tottenham uses its image to help young people with activities that may no longer be possible through local authorities, it feels a sense of positive achievement. If it introduces disabled people to new opportunities in life, the same happens. Ditto if it promotes healthy lifestyles, and encourages older people to stay fit.

No doubt there are internal benefits. Paying grossly inflated wages to footballers may be easier to justify if the same Clubs are seen to be doing good. Community activities might equally help supermarkets deflect criticism of sourcing products from faraway continents rather than support local farmers. And yes, there can also be occasions where voluntary organisations need to demonstrate some closer-to-home benefits when their mission may be a bit too remote to relate to local people.

But criticism should perhaps be muted if these programmes help engage people who might otherwise lack the support and opportunities that provide real help. And as public bodies find it harder to commit resources to effective dialogues, we should welcome these new initiatives and try to understand how best to ensure they deliver positive outcomes. Engagement matters

TRIGGER POINTS

• Join the Institute to explore the issues raised in this Topic at Old Trafford Manchester on 27th February. The event is called The Challenge of Community Engagement. Karen Fourie has all the details (01767 2318350)
• What’s the best local example of non-traditional organisations successfully involving themselves in community development?
• The contribution of sport and culture to communities is a subject of growing importance. For example, the University of Central Lancashire now offers a course on Sport, Policy & Community Development - http://www.uclan.ac.uk/courses/ma_sport_policy_community_development.php
• Supermarkets like Morrisons make much of their collaborations with charities e.g http://www.morrisons-corporate.com/CR/Charity-of-the-Year/#sthash.GE8xKOoL.dpuf

This is the 253rd Tuesday Topic; a full list of subjects covered is available for Institute members and is a valuable resource covering so many aspects of consultation and engagement