Supporters Direct Conference

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Supporters Direct Conference 12 September
2002 Communicating With Members
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to kick off...
1. Origins of the York City Supporters Trust 2.
Aims of the Trust 3. Key stakeholders 4.
Underlying principles 5. Our key messages 6.
Methods of communications 7. The cost of
communication 8. Round up
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Origins of YCST

• Crisis situation
• Threat of closure asset stripping
• Save City Campaign
• Trust idea ? formation (25 days)
• 1,400 members
• 100k fundraising
• Jan - Mar Massive publicity
• Working party volunteers

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Aims of the Trust
1. Ensure the continuation of pro football in
York 2. Representation for supporters in the
future ownership and operation of the Club
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Aims so how are we doing?
1. Ensure the continuation of pro football in
York Short term ? Medium/long term ? 2.
Representation for supporters in the future
ownership and operation of the Club Ownership ag
reement for 25.1 Operation agreement for 2
directors
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Importance of communication

• To help achieve the Trusts aims - communicate
  values
• Influence all key stakeholders
• Generate/retain more members
• Raise more funds
• Mobilise the workers

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Communicating with key stakeholders

• The Club
• Council
• Business/investors
• Schools, community groups
• Football bodies
• Supporter groups
• The media
• Members/potential members/the community

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Some underlying principles

• Transparency
• Communicate facts not rumour
• Emphasis on the positive not negative
• Develop integrity and credibility
• Key messages - apply consistently
• Allocate responsibilities
• Commit the time - prepare the communication

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Some of our key messages

• Building trust between community and club
• Working positively to achieve our aims
• The Trust will help deliver a better future
• Build a club that embraces its relationships
  with the fans, the community, local schools and
  business
• Proud to be York
• A body run by fans for the fans
• Building more support for the Club
• The Trust is here to make a difference

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So how do we communicate?

• With the Club, the Council, business, schools,
  football bodies and supporter groups
• Direct correspondence, meetings
• Indirect from all other communications
• With members/potential members/the community
• Indirect any output from other key
  stakeholders
• Direct a big list!!

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Communication methods

• Regular press releases
• Dedicated website - www.ycst.org.uk
• Regular email updates for c. 1,000 registered
  users
• Websites - club and unofficial sites
• O2-O2B newsletter
• Interactive media - radio, web
• Meetings - launch, AGM
• Attending supporter group meetings

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Communication methods

• Fans Surgery
• Individual queries via letter (PO address) and
  email (enquiries_at_ycst.org.uk)
• City centre stall
• Match-day programme
• Simply talking to fellow fans

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The cost of communication

• Some methods - necessary but cost s
• a newsletter mailout 500
• AGM mailings, venue, etc 1,500
• Reduce s cost by sponsorship
• All methods - cost TIME
• need resource/commitment

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Round up

• Communication to members is both direct and
  indirect - so remember to influence other key
  stakeholders
• Identify your communicators
• Apply key messages consistently
• Use a variety of communication methods
• Dont underestimate the time commitment

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nearing the final whistle...
ANY QUESTIONS??? Please do not
hesitate to contact us via YCST c/o Bootham
Crescent, York or via www.ycst.org.uk or
enquiries_at_ycst.org.uk