The importance of social responsibility initiatives: the case of Fgura United Football Club

Many claim that social responsibility should be a core aspect of any organization, irrespective of its ultimate aim – whether generating profits for businesses or a social cause in case of NGOs. Irrespective of the true purpose for undertaking social responsibility initiatives, such a practice is becoming extremely popular. Many argue that social responsibility is helping organizations to get closer to its current and future target audiences and many organizations are thus investing heavily in this 'modern' customer touch point.

Social Responsibility in NGOs

In the current fierce economical pressures, NGOs are forced to think profoundly on finding new alternative methods to survive. The 'solution' generally lies in departing from conventional projects and start adopting flexible strategies and initiatives that are generally found in the business world. In these last five years, Maltese football club Fgura United FC has seen its number of members soar from circa 150 to over 260, notwithstanding geographically operating amid other local 'big name' football clubs. The club is well considered to offer a holistic development approach to its members, with many initiatives and techniques finding roots in social responsibility values. With tens of projects and programmes implemented or are still being implemented, the club's social responsibility approach can be categorized in 5 main areas:

(1) Educational Development

Fgura United FC focuses its efforts on using football to inspire its members to give their formal academic development the due importance. The club indeed organises two main projects in this respect: the After-School programme and the Book Bank project. The former is a programme that welcomes kids after their normal school hours, they have lunch together, perform any home-work or studies under the supervision of a qualified educator, and then proceed to their routine training session - everything held at the club's premises. The latter is a small book library that is also situated at the club's premises, whereby kids, parents and the general public are encouraged to utilize, for free.

(2) Well-being

The club has recently organized information sessions related to football nutrition and football psychology, both conducted by PHD qualified professionals. Moreover, the club is currently organizing a 'wave' of first-aid education through its three leveled Junior First Aid Courses. To date, over 100 kids aged 3-11 years have attended such courses. The club also boasts of over 70 health check-ups conducted during various activities, plus over 80 members registered as organ donors in the past 18 months.

(3) Support to other local NGOs

The list is so long that it is best to focus on one cluster of initiatives: those related to generating funds for Puttinu Cares, a cancer support organisation. The club has organised 2 different football marathons of 50hrs non-stop football during which a sound €14,000 were collected, with the club's members acting as catalysts by dedicating long hours in the planning and and implementation of such marathons. It was particularly pleasant to see kids collect funds for other less fortunate kids. Furthermore, the club's U17 and U15 playing kits also bear the Puttinu Cares logo to help with the awareness of such organisation.

(4) Employabilty: Creating the leaders of tomorrow

Fgura United FC is a huge supporter of youth empowerment by providing a structured opportunity for any youngster willing to serve as an apprentice in the youth development coaching sector or any other administrative role. The club has also encouraged members and non-members alike to use the club for any research studies. Furthermore, CV writing and career guidance sessions were also organized for the community at large whilst leadership skills workshops for younger age-groups were also organized.

(5) International training and collaborations

The club's administration has visited various international football clubs to observe different modus operandi plus also explore possibilities for future collaborations. Furthermore, it has also recently created the designation of an EU funds officer, with the main task being that to explore and secure funds for international training courses and exchanges related to youth work.

The purpose of social responsibility for Fgura United FC is that to provide a sense of added value to its existing core offering, that of quality football coaching services. Social responsibility initiatives can be a game-changer for any organization, even when working with practically a zero budget.