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Concept PaperEnriching the Lives of Disadvantaged Children through Golf!

Sport for Social Development ProjectsA Strategic Partnership

The Department of Social Development and The Lee Bromley Golf Foundation

19 June 2014

ABBREVIATIONS

DSD Department of Social Development

LBGF Lee Bromley Golf Foundation

KZNGU KwaZulu-Natal Golf Union

SAGDB South African Golf Development Board

M&E Monitoring and Evaluation

MSC Most Significant Change

NSD Network for Social Development

CSI Corporate Social Investment

LTAD Long Term Athlete Development

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TABLE OF CONTENTS

ABSTRACT

INTRODUCTION........................................................................................2

METHODOLOGY OF THE CONCEPT PAPER……………………………………………….3

1. RATIONALE………………………………………………………………………………………………3

2. PROJECT DESCRIPTION…………………………………………………………………………….4a. Goals and Objectives……………………………………………………………………..5b. Methodology and Timelines…………………………………………………………..6c. Keys to Success……………………………..……………………………………………….7

3. A CONCEPTUAL FRAMEWORK………………………………………………………………….7

4. SUPPORT…………………………………………………………………………………………………8

5. BUDGET…………………………………………………………………………………………………..9

6. CONTACT INFORMATION……………………………………………………………………….10

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ABSTRACT

In July 2013, Mr Lee Bromley, a professional golfer since 1994, entered into an agreement with Howick Golf Club, KwaZulu-Natal, South Africa, as the Head Professional Golfer, to offer professional golf services and to develop golf.

Upon commencement, Bromley was astounded by the number of children living in poor conditions in the informal settlement, Shiyabazali, which borders the golf course. After a meeting with the uMngeni Mayor, the Honourable, Cllr Mbali Myeni, Bromley visited the settlement and presented an opportunity to the Headman for the children to learn golf at Howick Golf Club. After a few coaching sessions, Bromley realised that the children were learning more than just golf. A vision for using golf as a tool to provide the children with the ability to better themselves and learn important life skills was created. The Howick Golf Club Project soon proved very successful and LBGF soon realised that the model created can, and should be implemented across KwaZulu-Natal and beyond.

The LBGF Midlands GC Project was launched on Saturday, 5 October 2013 after Midlands Golf Club approached LBGF to set up and implement a replica of the LBGF Howick GC Project at Eddels Driving Range, in Pietermaritzburg. The implementation process was smooth and efficient, due to the tried and tested model created at LBGF Howick GC Project, proving that the LBGF model can be successfully implemented throughout KwaZulu-Natal and beyond.LBGF’s expertise and experience in creating a suitable coaching model and successfully launching a second project created an influx of interest in the program. Radio stations, newspapers and golf governing bodies requested interviews and meetings to find out more information on LBGF. In just 3 (three) months, LBGF had over 100 (one hundred) registered children in its program; more than any other golf development program in South Africa had previously achieved.

LBGF was contacted about the possibility of launching another 4 (four) projects, based on the successes of the LBGF Howick GC Project and LBGF Midlands GC Project. The LBGF Sobantu Project, LBGF Edendale Project, LBGF Spumelele Project and LBGF Mevana Projects were launched in 2013 and clearly defines LBGF as the market leader and most successful golf development organisation in South Africa, with the enrolment of over 400 (four hundred) children in just 6 (six) months, in 7 (seven) Projects.

After a comprehensive SWOT analysis of several golf development organisations and social development organisations, LBGF has realised that it has the necessary drive, expertise, commitment and coaching model to produce South Africa’s next generation of leaders, business professionals and civil servants, while assisting in alleviating poverty.

The Department of Social Development (DSD) will benefit greatly by partnering LBGF and, in turn, LBGF is certainly the best suited organisation assist in achieving the mutual objectives of the DSD and LBGF. This partnership will provide the opportunity for the launch of many more projects, corporate alliance developments and instrumental in changing the lives of disadvantaged children by ensuring they excel in life.

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INTRODUCTION

LBGF is a “Grass Roots” initiative and “First Touch” program that introduces golf to disadvantaged children from deprived areas, with the purpose of providing them an opportunity to build character and learn important life skills, such as;

IntegritySelf-respectCourtesySportsmanshipConfidencePerseverancePatienceSocial IntegrationResponsibilityJudgementPunctuality

LBGF is a youth development organisation that uses the Long Term Athlete Development (LTAD) model, with age appropriate skills activities to assist in the development stages that all individuals go through, whether they are physical, emotional or social.

More than a golf learning centre, LBGF provides a positive impact on children, their families and their communities through the great game of golf. It provides the perfect framework for optimal growth, development and maturation through golf.

The DSD and LBGF share the same vision and goals and this synergy provides the perfect platform for a mutually beneficial partnership. The DSD and LBGF are both committed to social transformation and creating a better life for the poor, vulnerable and excluded people in the South African society. A partnership with the DSD will enable LBGF to implement its extensive expansion plan, realise financial sustainability and create further partnerships within the communities, private and public sectors in which it plans to launch social development projects.

METHODOLOGY OF THE CONCEPT PAPER

The Concept Paper has been created on the request of the DSD, by LBGF, based on the LBGF Business Plan and Expansion / Roll-Out Plan. The purpose of the Concept Paper is to provide the DSD with an insight to how LBGF has already impacted on the lives of disadvantaged children and how a partnership between the DSD and LBGF will enable both parties to achieve their common objectives in a more efficient and expanded manner.

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1. RATIONALE

The need for youth development programs is validated and magnified by information that attributes long-term value to children in these programs. Numerous studies document the direct value of children participating in sports. These studies demonstrate that involvement in development programs, such as LBGF, results in reducing the potential to become involved in drugs, sex, crime and gang-related behaviours. Furthermore, it gives children the grounding to build character and learn important life skills. The economic, social and personal value of investing in the lives of children produces a positive impact on the communities and country.

LBGF provides opportunity that serves as a personal reference for children throughout their lives. LBGF wants to empower the children to grow up to be successful citizens and leaders in their community. Offering hope and opportunity for a better future is what drives us.

2. PROJECT DESCRIPTION

The LBGF Howick GC Project was launched on 18 July 2013 with the LBGF Coaching Model and has been very successful thus far. This project, the “pilot project”, has allowed LBGF to create workable model that can be recreated and implemented in any environment. It has also ensured that the coaching model has been fine tuned to accommodate the initial difficulties experienced, as well as identifying which fundamentals are efficient and allowed the substitution of fundamentals less efficient. LBGF has launched 7 (seven) projects and has over 400 (four hundred) disadvantaged children’s lives being enriched;

LBGF Howick GC Project (uMngeni) - 63 Children (40 Boys and 23 Girls)LBGF Midlands GC Project (Msunduzi) - 64 Children (54 Boys and 10 Girls)LBGF Sobantu Project (Msunduzi) - 82 Children (47 Boys and 35 Girls)LBGF Edendale Project (Msunduzi) - 87 Children (53 Boys and 34 Girls)LBGF Mevana Project (uMngeni) - 41 Children (34 Boys and 7 Girls)LBGF Spumelele Project (uMngeni) - 56 Children (38 Boys and 18 Girls)LBGF LIV Village Project (Ndedwe) - 15 Children (8 Boys and 7 Girls)

LBGF has a complete model that enriches the lives of disadvantaged children through golf! It is tried, tested and proven! LBGF looks forward to expanding and implementing further projects throughout KwaZulu-Natal, together, with the DSD. Incorporating life-skills elements into a golf coaching program, not only creates the perfect social transformation platform, it is also assists in creating transformation in the sporting code of golf. The children learn the fundamentals of life and how to excel while having fun in a safe and friendly environment.

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a. Goals and Objectives

LBGF’s main objective is to enrich the lives of disadvantaged children through golf.

LBGF will be involved in activities that promote sport, specifically golf, for all

impoverished, previously and currently disadvantaged youth in South Africa. Through

these activities, it is envisaged that the children with whom LBGF will work, will gain

new skills with which to better themselves through learning important life and social

skills, and empowering themselves with the skills to grow up to be successful citizens

and leaders in their communities.

Enrol as many children as possible in the project, with the launch of projects

initially throughout KwaZulu-Natal and beyond;

Establish, implement and consistently manage a coaching philosophy with

structured levels of progression;

Create national and international awareness of LBGF projects and the coaching

model;

Implement a corporate development process to align with business partners that

share the same vision and are looking to invest through their Corporate Social

Investment initiatives;

Train certified coaches, mentors and assistants for each project run by LBGF;

Integrate non-athletic components into LBGF projects, such as educational

assistance, counselling, medical evaluation and community service;

Engage with local, provincial and national government to identify new project

areas, and request assistance in creating awareness and the development of

corporate alliances;

Enrol each child who has participated in a project as members of a golf club,

affiliated to the South African Golf Association, with official handicaps;

Establish and implement a state of the art training academy;

Develop and implement a Long Term Athlete Development Model;

Ensure the sustainability and growth of LBGF by way of flow from income (and if

necessary, capital) from the General Capital Fund as well as from donations;

Maintain the fund into which unspecified donations from corporations and

private individuals shall be paid and invested.

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b. Methodology and Timelines

The LBGF LTAD coaching model will be implemented from the first session and progress will be made, monitored and evaluated, as it would for any LBGF Project.

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The Active Start and FUNdamentals phases are designed to build physical and movement skill development and general foundation, leading to typical initiation of golf specific entry programs. The next three phases (Learn to Play, Train to Play and Learn to Compete), focus on the sport specific aspects of golf and initiate the importance of competition play. The Train to Compete phase focuses on the high performance expectations, attention to detail and comprehensive evaluation / review process. The following phases (Train to Excel and Excel) focus on the process of ascent to the highest level of competitive play.

LBGF will utilise its comprehensive and meticulous coaching model to ensure all enrolled students are given the best possible opportunity to excel in golf and in life.The implementation of LBGF’s coaching plan does not require a highly technical golf coaching facility or the use of private golf facilities. It will focus on getting as many children into the program as possible, using the current school infrastructure and providing a “fun” introduction to golf, in the children’s environment.

Agreements with private golf facilities will be negotiated and entered into, for future use, as and when the girls have progressed to the required level of competence. A state of the art, High Performance Golf Centre for the will be a medium to long term goal and will form part of LBGF’s “Corporate Alignment Process.”

LBGF’s coaching plan is simple, but highly productive and certainly cost effective;

LBGF Coaching Curriculum Timeline:

Curriculum based on LBGF 5 Level Golf Specific LTAD Coaching Model (Fundamental Movement Skills + Fundamental Sports Skills = Physical Literacy Level)

Individual assessments at each level

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c. Keys to Success

3. A CONCEPTUAL FRAMEWORK………………………………………………………………….7

Definitions: Social Development’s theory of social change can be enclosed in two key definitions; of empowerment and social inclusion. These two definitions are as follows:

Empowerment is the enhancement of assets and capabilities of diverse individuals and groups to engage, influence and hold accountable the institutions which affect them.Social Inclusion is the removal of institutional barriers and the enhancement of incentives to increase the access of diverse individuals and groups to assets and development opportunities.(Source: World Bank www.worldbank.org)

LBGF has designed a coaching model within its framework which addresses the issues of reducing poverty and provides future generations with the necessary tools and resources to excel in life. Empowerment and Social inclusion are the two key elements of the LBGF program by ensuring the children have a solid foundation in which to empower themselves to make informed choices about their future and to ensure that they are aware of their importance in society.

The LBGF framework alleviates all the barriers that currently exist within deprived communities and creates a perfect pathway for the children to gain the power to change their communities, create a better life for themselves and future generations. This deep structure caters for physical, cognitive and emotional development in which the children develop a solid set of principles, which they will use to excel in life.

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Keys to Success

Expand into new areas within KwaZulu-Natal to provide access to all disadvantaged children in the province through the implementation of the LBGF strategic plan. Secure the support of Local, Provincial and National Government, Provincial, National and International Golf Bodies.Continue to develop the corporate alliance base and fundraising efforts to ensure financial stability of the foundation. Ensure coaching philosophy and methodology is consistently administered in all LBGF Projects.Implementation of a sound coaching accreditation program. Procurement of state of the art coaching and training equipment, technology and applications.Utilise the school system to enrol children into the foundation and compliment current Schools sports curriculums. Creation of partnerships with reputable tertiary education institutions and the setup of scholarships for LBGF children with elite skills level in academics and/or sport.

Launch Project with Day and Time set for sessions

Conduct Demo at School or in Community to recruit Children

Presentation to School Principal or Community Head. Set Date and Time for Demo

Identification of Disadvantaged Schools and Communities

Meeting with Municipality and Local Government Youth Development Officials

LBGF’s vision has no boundaries and plans to launch as many projects as resources will allow. The current expansion is based on the ability to recruit, train and accredit as many coaches, mentors and assistants, as possible, in the shortest period of time. This will provide LBGF with a workable implementation and expansion model.

Each LBGF Project will be launched under the guidance and direct instruction of the Founder, Mr Lee Bromley. Initially, a project will conduct sessions once a week with all children being coached in the “Active Start” level and potential coaches will be given practical training before completing the accreditation process.

LBGF plans to expand throughout KwaZulu-Natal with the launch of twenty five new projects. The simple process in Project Identification will ensure LBGF reaches this target;

LBGF has designed a simple but effective expansion process;

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LBGF PROJECT

LBGF Coaching

Accreditation

Head Coach

(Level 3)

Assistant Coach (Level 1)

Mentor / Coach (Level 1)

1. LBGF will engage with Municipalities and Local Government Youth Development Officials to present the LBGF model and obtain the endorsement of the Municipality to set up a LBGF Project.

2. Disadvantaged schools and communities will be identified and a meeting with the school principal or community head will be set up.

3. A presentation of LBGF to the school principal and/or community head. A date and time will be confirmed for the demonstration of LBGF to the disadvantage children, to attract them to participate in the project.

4. A demonstration is held at the school or in the community.5. Registration for the LBGF Project is completed and a launch date and schedule is

set for the local LBGF Project. Given the number of municipalities in the KwaZulu-Natal Province, LBGF expects to cover the 12 district municipal areas within a 5 (five) year period, dependent on LBGF’s resources and fund raising efforts. In order to achieve this, LBGF has to ensure that each step in the process is continuously maintained in conjunction with the Coach Development Program.

4. SUPPORT

LBGF is currently supported by the following institutions and organisations;

SuperSport Let’s Play

KwaZulu-Natal Golf Union

KwaZulu-Natal Ladies Golf Association

South African Golf Development Board

KZN Midlands Golf Association

Awesome SA

Together SA

SNAG Africa

Gowrie Farm

Champions Uncovered

Golfers Africa

SA Kids Golf

EQ-Advantedge

Cloud 9 Golf

Howick Golf Club

Midlands Golf Club

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5. BUDGET

LBGF annual budget takes into account the number of expected Project launches through the year. In order to do this, it is important to understand the individual needs of each project. Typically, each individual LBGF Project budget will be as shown below;

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6. CONTACT INFORMATION

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