How do we get more fans to know about your work?

An interview with Gayle Brannigan, CEO of the St Mirren Foundation

Part 5: The power of football … and a surprise

In the fourth part of our interview Gayle Brannigan, the CEO of the St Mirren Foundation, talked about the cost of hiring facilities and how that impacts on the work they do.  This time, I asked her to tell us something surprising about the Foundation and also how they communicate their work to the wider Buddies’ fan-base?

“Well, I’m don’t know if it’s a surprise, but the fact that we’re one of the youngest of the SPFL charities and literally started out as one woman with her dog in a tiny office and minus fifty in the bank, to now having a fantastic team delivering exceptional work with some of the greatest reach in the country – helping support around 20,000 people per year – may be something that many people don’t know.

“When it comes to letting people know about what we do, the big thing, the one thing that makes a difference not just to us but to all clubs’ Community Trusts across Scotland is the power of football.  In our case, it’s our club, St Mirren, but it’s the same everywhere.  Fans are invariably only interested in one thing, and that’s how the team is doing.  Are we in the top six, are we in danger of relegation (nearly last season!), can we qualify for Europe?  When we stop to ask the average Buddies’ fan, they invariably say, ‘we hear you do great work, but we don’t know what you actually do…’  Some do, obviously, but many others don’t.

“Yet when it comes down to it, for those who need our service, for example the ones who are recovering from drug or alcohol dependency, or those who are bereaved, lonely, hungry, experiencing financial hardship or suffering from mental health issues, the great thing about being based at St Mirren FC is that any of them – or anyone else for that matter – can walk through our doors without any stigma attached to them. So many people are in touch with a football club, that an extra person coming in provokes no comment, no reaction, other than a willingness, once they are through the door, to listen and help. No-one knows why they are walking through that door, which helps encourage people to do so. Clubs are powerful engagement tools and help to bring people together and make them feel connected.

“Being part of the club breaks down barriers and for, say, young people who are disengaged at school, having something important in their lives, like St Mirren FC and football, means they are more willing to engage with us.  Here, the players and other people at the club really help: the support we get from St Mirren FC is tremendous. Equally, whether it’s St Mirren or Falkirk, or Morton, Motherwell or Hearts, our football clubs are people’s shared connection, a bit like a church in some ways as they are places of high emotion and community for every age and person, where people go to ‘worship’ and experience the highs and lows of life. And for those who have to contend with the lows, we’re here for them and will do our best to meet them where they are in life and provide support, whatever their needs.’

Interview by Alastair Blair, Ops Director, the SFU.