Strategy with direct impact

How can we sharpen the strategic direction of the Grote Clubactie to increase societal impact and ensure future viability? And how do we translate strategy into concrete actions that move the organization forward?

Background

The National Foundation Grote Clubactie (“Big Challenge for Clubs”) has been a leading force in fundraising for Dutch sports- and hobby-clubs for 52 years. The annual lottery has grown considerably in recent years, both in terms of participating clubs and lottery ticket sellers, as well as in revenue. The large share returned to clubs (80%) and the close ties with those clubs makes this organisation unique. The Grote Clubactie is therefore an important fundraising partner for clubs. This is valuable, because sports- and hobbyclubs play an important role in society: they contribute to social cohesion in neighbourhoods and serve as a counterweight to societal issues such as loneliness, inequality, polarisation, individualisation, and the physical inactivity crisis. However, many associations are struggling, especially in the aftermath of the COVID period in which clubs had to close their “doors”. Membership numbers are under pressure, and the willingness and sense of obligation to volunteer for a club is declining.

Approach

A key part of the project was making complex issues and choices clear and manageable. To this end, we developed a program in close collaboration and frequent consultation with the management, including:

• Future and environmental exploration
• Several co-creation sessions with the management and the whole team
• Qualitative target group research
• Development of a future vision, scenarios and strategic plan
• Implementation framework
• Design of brand values and communication guidelines

Results

A strategic repositioning with major implications:

• From money to impact — the lottery is not primarily about money, but about mobilizing and inspiring members to commit to their club; that engagement is the foundation of vital clubs
• Expansion of scope — the Grote Clubactie is there for all types of clubs (not just sports clubs)
• Focus and growth — the repositioning helps make choices in existing services, partnerships, and communications, and lays the foundation for growth, for example through new services and products
• A highly enthusiastic team

What made this project successful?

• The approach and strategic framework we proposed provided a clear structure and the buy-in needed to develop a strategic plan in a short time and initiate implementation.
• The process was a great collaboration with management and the team. The strong willingness of everyone involved to learn, combined with extensive experience and a hands-on mentality, made the collaboration both enjoyable and effective. The Supervisory Board was involved by management in decisions on positioning and strategic choices; the advisory document we prepared provided guidance in this regard.
• The team was involved from the outset in developing the future vision and scenarios, new directions and ideas. This worked both ways: the team gained a deeper understanding of the purpose of the Grote Clubactie, and we were able to draw directly on their practical insights throughout the project.
• A key success factor in this process was the way in which management excelled at combining responsibility for day-to-day operations with working “on the future.”

Testimonials

“The team of Arnd Jan Gulmans and Yvette Pasman convincingly helped us gain clarity on where our strengths lie, so that we can deploy them more broadly to help more clubs. The combined expertise in engaging the organization effectively, paired with strategic sharpness and coaching to make clear choices, make Arnd Jan and Yvette valuable partners in this process.” — Frank Molkenboer, General Director, Nationale Grote Clubactie

“The sharpened strategic direction gives the team a great deal of direction and focus. Arnd Jan and Yvette are valuable sparring partners who effortlessly move between strategic decision-making and practical implications. That makes working with them extremely pleasant. With renewed energy, we are heading into this autumn ready to help even more associations achieve their goals!” — Anniek Schaap, Communications Manager, Nationale Grote Clubactie