annual report 2014 - Cruyff Foundation

Transcription

ANNUAL REPORT 2014
1
Table of contents
3
CHAPTER 1
FOREWORD
5
CHAPTER 2
2014 IN FIGURES
7
CHAPTER 3
URGENCY
9
CHAPTER 4
THE BASIS
14
CHAPTER 5
CRUYFF COURTS
22
CHAPTER 6
SPORT FOR THE DISABLED
35
CHAPTER 7
SCHOOLYARD14
39
CHAPTER 8
MARKETING AND FUNDRAISING
45
CHAPTER 9
COMMUNICATION
54
CHAPTER 10
THE TEAM
60
CHAPTER 11
FINANCIAL OVERVIEW
63
CHAPTER 12
FUTURE
2
1. FOREWORD
‘Active children are smarter children’
For seventeen years, the Johan Cruyff Foundation has been working, in projects large and small, to
get children active and exercising, sometimes individually, but much more often in groups.
We love to highlight the positive aspects of what we do: healthier young people, having fun,
developing talents, and doing things together. However, it is also our duty to point out the negative
impact on children's lives if they do not get enough exercise. For example, the fight against obesity
has become one of today's major international issues, and it is one we must be involved in.
Profiling the success of our efforts as best we can depends on assessing, investigating, and
evaluating the effects of our initiatives on an ongoing basis.
Not everything can be expressed purely in numbers, however.
The beaming smile on the face of the girl with Down's syndrome as she sits on a horse for the first
time; the pride of the boy with paraplegia as he discovers his talent for wheelchair tennis; the gratitude
of the parents who can take a week's holiday for themselves because their autistic son is going off to
camp, thanks to the Cruyff Foundation... all of these are things that cannot be expressed in figures.
We can look back on a year in which we have made much progress on the three core activities of the
Foundation: Sport for the disabled, Cruyff Courts, and Schoolyard14. The results are something to be
proud of, but no reason to rest on our laurels.
In these times, keeping our financial house in order remains a constant struggle.
It is one that we pursue by continuing to seek new funding sources, getting more out of our
relationships with existing sponsors and partners, and keeping a tight grip on our spending.
Because we know we can't let these children down. It is our mission to keep them moving and playing.
Not only for their own sake, but for the sake of a better society.
This is something we love doing – with you, and with many, many others.
Carole Thate
Director of the Cruyff Foundation
(until 28 February 2015)
Niels Meijer
Director of the Cruyff Foundation
(from 28 February 2015 onwards)
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‘Sport brings
young people
from different
backgrounds
together’
BELAID NAHARI (24)
AMBASSADOR: COMMUNITY PROGRAM
Sport Football
‘My sporting goal for the year 2014 is to use my activities to get young
people moving and doing sport. I want to encourage them to get into
weekly sporting activities and team sports with a local sports club. Sport
is a really great way to bring young people from different backgrounds
together.’
The Community Program is an initial step towards connecting a team of
young people to their Cruyff Court and the neighbourhood on a longterm basis. The Program creates positive role models; young people
build their self-confidence as they learn to discover and develop their
talents, and as they are challenged to expand their personal horizons.
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2. 2014 IN FIGURES
Sport associations we partner with
Special Cruyff Courts
Cruyff Courts abroad
Companies and organisations supporting the Cruyff Foundation
Children participating in the Open Day
Average number of website visitors per month
Recipients of electronic newsletter
Participants in Cruyff Courts 6 vs 6
Number
Sport
associations
of childrenwe
active
partner
weekly
withon the Cruyff
Courts
Funds raised with Cooking for a Cause
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‘I couldn't even
imagine a life
without
swimming’
CHANTALLE ZIJDERVELD (13)
AMBASSADOR: ADAPTIVE SWIMMING
Sport
Disability
Swimming
Hand amputation
‘For as long as I can remember I've always had fun being active. After
I'd gained my swimming certificates I started swimming competitively.
Right now it's not just my sport, it's a part of my life. I couldn't even
imagine a life without swimming.
I think that through working with the Foundation I can inspire young
people to do sport, too.’
The Cruyff Foundation and the Royal Dutch Swimming Federation
work together on a number of different projects for promoting and
encouraging swimming for the disabled.
Swimming Without Borders
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3. URGENCY
‘Physical exercise improves cognitive
capacity and the school performance of
children.’
– Professor Erik Scherder, Professor of Clinical Neuropsychology, VU University
One out of five children in the
Netherlands never plays outside.
of children spend more than
two hours per day in front
of a screen.
of children are
overweight.
(Source: TNO 2013)
(Source: TNO 2013)
To stay healthy, young people aged
prevent children
4-17 need at least one hour of
becoming overweight. moderately intensive physical
(Source: USBO study 2014)
activity every day.
of schools are helping to
Dutch Standard of Healthy Activity (NNGB)
Only 36% of young
people in the Netherlands
meet this fitness
standard.
(Source: TNO 2013)
‘Studies show that after every 45 minutes, you need
to move about for 15 minutes to maintain your ability
to learn and absorb information,’ says Prof. Scherder. Yes,
exercise is that important!
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‘Robin's sights
are set on the
Paralympic
Games in Rio’
ROBIN VAN DAMME (22)
AMBASSADOR: ATHLETICS FOR PEOPLE WITH A DISABILITY
Sport
Disability
Sprint – athletics
Prosthetic lower left leg
Robin is hooked on athletics. He trains ten times per week, and has his
sights set on the Paralympic Games in Rio de Janeiro. ‘Sport is my life.
The people who I see more than anyone else are my teammates and our
coach. Sport is something I always enjoy. In my ambassador year, I want
to convey the fun I have doing sport to the people around me.’
The Cruyff Foundation and the Atletiekunie, the Dutch Athletics
Association, are partners in the ongoing effort to get people with
disabilities excited about athletics. This includes organising clinics in
schools, therapeutic centres, and athletic clubs. Coaches and teams
receive support, and we organise friendly and inclusive competitions that
athletes with a disability can enjoy every part of. This is how we are
working towards building a broad foundation for athletes with a disability,
from which those with talents begin pursuing their dreams.
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4. THE BASIS
Johan Cruyff was one of the first professional athletes to appreciate the positive force that sport could
be for children. He saw how sport and games made children more confident, fitter, and healthier, and
that through sport and games they were having fun and making friends. Johan Cruyff understood that
sport is a unique resource for making people happier and making society a little better. This is what
inspired him to establish his Foundation in 1997. It has now inspired millions of children to get active.
And the movement just keeps growing.
‘Never a single child on the sidelines’
The Cruyff Foundation's target group has changed significantly over the years. Seventeen years ago,
the Foundation focused solely on children with a disability. After a few years, this expanded to include
children in communities without the space to get out and play outside safely. With the launch of
Schoolyard14 in 2012, the Foundation has been dedicated to all children, because we believe that all
children and young people have much to gain from more time, space, and attention to sport and
games. Today, the Foundation's work is more relevant to society than ever.
Because by getting children and young people active, and keeping them active, the Cruyff Foundation
is making a positive contribution to four major issues facing society today:
Health making children fitter, the fight against obesity
Community living better together, integration
Personal growth growing, developing yourself, your skills, your talents
Participation no child on the sidelines
Mission
The Johan Cruyff Foundation gets young people active. This is something they need to stay healthy
and come together with other young people in a complex society.
Sport and movement help children grow and become the best they can be. That's why we believe that
no child should ever be left on the sidelines.
The Cruyff Foundation is working towards a better and more sustainable society, with projects for
children with disabilities, building Cruyff Courts, and advancing the Schoolyard14 concept.
Vision
Sport and games are an important part of a child's proper, healthy development. They are every bit as
important as learning to read and write. It is for good reason that the right to sport and play is
ensconced in the United Nations' Convention on the Rights of the Child. In reality, however, children
all over the world are playing less and becoming less active - including children in the Netherlands.
The consequences on young people's health already becoming visible. Research shows the negative
impact of this trend in the social realm, child development, and integration. The Cruyff Foundation
firmly believes that sport and games make children happier and make society better. These are the
goals that the Foundation is dedicated to pursuing.
Core values
An active world is a better world. This is the fundamental philosophy of the Cruyff Foundation. The
core values that the Foundation adheres to are:
PROFESSIONAL
In over seventeen years of the Cruyff Foundation, we have learned where to combine our own
knowledge and experience with external expertise. Improving our performance depends on
independent evaluations and analyses.
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EFFECTIVE
The Cruyff Foundation is a practical and small-scale organisation dedicated to achieving objectives.
Effectiveness is a top priority.
CONNECTING
Cooperation is the guiding principle in all that the Foundation does; not only because a team can
always achieve more than an individual, but because cooperating makes connections.
ORIGINAL
The choices that the Cruyff Foundation makes to achieve its objectives are all its own. That sense of
originality is sometimes expressed in the choice of project, and sometimes in the working methods.
CATCHING
Sporty and enthusiastic are the hallmarks of the Foundation. These words describe the approach we
used to get people excited about what we do and achieve objectives.
Impact
Anyone working with other people's money carries a huge amount of responsibility. It's always
important to show what you've done with it and what you've achieved. Straight figures tell some of the
story, but much more important is what the results are. Documenting both qualitative and quantitative
information not only demonstrates the social impact but also allows us to identify the points for
improvement. In 2009 and 2011, the Cruyff Foundation contracted the Mulier Institute (the
Netherlands Centre for Research on Sports in Society) to investigate two of our core activities: the
projects for young people with disabilities and the Cruyff Courts. In 2014, the Foundation asked
Utrecht University to examine the social impact, including points for improvement, of the newest core
activity, Schoolyard14.
Each year, the Cruyff Foundation sends a questionnaire to all Cruyff Courts contact persons to assess
the effects and to evaluate. The results of these studies are presented in the chapters on the individual
core activities.
Despite all our efforts, we are not always able to put the impact of our work into concrete terms. One
reason is that the Foundation works very closely with other parties, and the positive effects can never
be attributed to a single party alone. Another is that many projects are carried out in other countries
with less highly developed administrative structures.
Cooperation
It is working with other parties that allows our organisation to retain its current form while growing with
its activities. In all we do, we want to get as many young people as possible exercising. That's why the
Foundation always seeks out partners who can enhance our work and increase our impact. The Cruyff
Foundation works with sports associations and clubs, the foundations of other leading athletes, local,
provincial, and national governments, schools and institutions, and professional football organisations.
Further, cooperation with partners and sponsors is of inestimable value for the work that we do and
the objectives we want to achieve.
The Cruyff Foundation SWOT analysis
Strengths
Weaknesses
Real, visible projects
Action
Quality
Flexible
Practical
Innovative
Large network
Cruyff Foundation seen as less urgent
Dependence on other parties and organisations
Few or no individual donors
Small organisation with many projects
Association with football too strong
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Opportunities
Threats
Society increasingly seeing sport and exercise
as important
Internationalisation offers opportunities for
international partnerships and fundraising
Potential corporate sponsors seeking strong
brands
Sport and fitness remain a major government
focus area
Partner attrition
More competition in corporate sponsorships
Municipal budget cuts
Image of good causes
Economic crisis
‘I think that I can show people that you can achieve a lot if you
just work hard enough for it.’
CORNÉ DE KONING | AMBASSADOR, ADAPTIVE ROWING
CSR
Corporate Social Responsibility is deeply ingrained in the Cruyff Foundation, and it is a principle we
apply across the board. The strength of the Foundation lies in a team of personnel and their extensive
knowledge and experience. The people of the Cruyff Foundation are offered growth opportunities in
the form of courses and training, for which we develop a personal growth plan in consultation with the
employee. We provide good working conditions, and employees have an input in our policy. We
encourage our employees to lead an active and healthy lifestyle. They can exercise and do sport twice
a week during work time, and can take advantage of the Black Bicycle Plan for commuting. The
Foundation offers a number of work placements every year.
For volunteers, since 2007 we have been working with a professional agency that handles our
recruitment and selection. We look at a person's preferences and capacities to make sure that we put
the right ‘player’ in the right place. Volunteers are given real responsibility, and when they prove
suitable, can take on a more pivotal role.
Financially, the Foundation is transparent regarding its costs and revenues. The goal is to channel as
much money to the causes as possible, while incurring the minimum possible expenses, year after
year. We promote cost consciousness on the part of our employees and volunteers.
We have always met and exceeded the conditions required for the CBF (Central Bureau for
Fundraising) quality mark. The Foundation has a sustainable procurement policy.
Accountability
The Johan Cruyff Foundation has long been in compliance with all the requirements set by the CBF
(Central Bureau for Fundraising) to qualify for the CBF quality mark. This is an official quality mark
only awarded to the charitable institutions that can demonstrate the highest standards in spending and
transparency in policy.
The foundation spends 91% of its income from direct fundraising on the achievement of the objectives.
This soundly exceeds the requirements of the CBF. The Foundation also endorses the Wijffels
Commission's Good Governance code.
ANBI
The Dutch tax authorities have designated the Cruyff Foundation as a public benefit organisation. This
means that donations to the Foundation are tax-deductible.
Complaints
In accordance with the requirements established by the CBF, the Foundation has a complaints
procedure in place. In 2014, the Foundation received 14 complaints.
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These ranged from resistance to the plans for the establishment of a Cruyff Court, adults preventing
children from playing on a Cruyff Court, and confusion about the rules and/or organisation of the
Cruyff Courts 6 vs 6 national championships. All submitters of complaints receive a response. The
complaints are incorporated into evaluations as constructive criticism. Naturally, our goal remains to
prevent complaints, and our policy is that any complaint is one too many.
Risk management
The Cruyff Foundation is very much aware that anyone working with other people's money carries a
huge amount of responsibility.
All the procedures for what the Cruyff Foundation does are derived from the annual work plans that
are approved by the management. These contain detailed formulations of the objectives and the way
they should be achieved. They also list the points for improvement from the previous year.
The procedure for all projects is set out in a protocol, which contains a number of set points for
verification and evaluation. Clear objectives are formulated in advance for each project. Once a project
is approved, interim reports are drafted, and any interventions or adjustments necessary are carried
out.
The projects that receive multiyear support are required to produce and submit detailed reporting twice
per year. They are also required to submit annual financial reporting including all underlying
documentation/receipts. Projects that receive over €25,000 per year are also required to submit an
audit statement.
Working with annual work plans and protocols is intended to eliminate as many risks as possible.
FINANCIAL RISKS
The budget assumes a balance between income and expenditures. This was by no means a given in
the years that the economy was not doing well. Expenses are evaluated by the strictest of standards,
and wherever possible efficiency is increased even further. The number of employees has been stable
for many years. The Foundation now practises more rigorous financial oversight by making a bigger
distinction between incidental and structural revenues. The Foundation is also putting more effort into
fundraising campaigns, because we are counting on them for more funding.
RISKS IN PARTNERSHIPS
The Cruyff Foundation works with a large number of partners, partly because we are convinced that
teamwork produces better results, and partly because the Foundation needs all the help it can get to
reach every child and get them exercising, but wants to do so without increasing its own staff.
A project stands or falls on the quality of the partners. Partners and potential partners are selected
with great care. Abroad, the professionalism of the partners is not something that can always be
assessed, and in terms of quality, there is room for improvement.
IMAGE RISKS
In a few isolated incidents, local residents have complained about nuisance from the Cruyff Courts.
Although this does not fall within the Foundation's liability, this does diminish the foundation's image.
The Foundation actively advises local parties on how to deal with this.
RISK POSED BY MUNICIPAL BUDGET CUTS
Municipalities are responsible for the maintenance of the Cruyff Courts and the activities that take
place on them. These are things that budget cuts can put under pressure, and that would reflect
negatively on the Cruyff Foundation.
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Ahmed wants to
be an example
for the
Netherlands
AHMED HASHI (19)
AMBASSADOR: CRUYFF COURTS
Sport Football
Ahmed has been a fixture on the many Cruyff Courts in Tilburg for
years. He loves offering young people the social contact they need and
encouraging them to participate in sporting activities. A native of
Tilburg, he wants to be more than just an example for his community,
or his city - he wants to be an example for the country.
The Cruyff Courts are a safe place for sport and play.
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5. CRUYFF COURTS
The Cruyff Courts are a boon to the community. So said 100% of respondents in the questionnaire
distributed to Cruyff Court contact persons in January 2015.
In the Foundation's twelve years of building and promoting the Cruyff Courts, we have seen how they
contribute to making young people more active and bringing communities together. The Cruyff Courts
are a socially safe place in the community.
Now, after building them and encouraging their use, we have arrived in the third phase, their gradual
replacement. We are doing this thanks to a two-and-a-half million euro contribution made possible by
the extra draw by our partner, the Nationale Postcode Loterij (Dutch national postcode lottery). This
amount will also cover the installation of a water tap at all Cruyff Courts.
‘The Cruyff Foundation has been doing amazing work to get young people
active for many years now. Their approach is really producing visible results.’
MICHEL PLATINI | CHAIRMAN, UEFA
There are 193 Cruyff Courts worldwide, with 161 of those in the Netherlands. In addition to the
standard Cruyff Courts, the Foundation also builds Special Cruyff Courts (see chapter 6), and there is
a demand for multifunctional sports pitches (like an athletics track or BMX course) to allow different
target groups to practice their sports alongside each other and with each other.
Netherlands
APPLICATIONS
In 2014, 48 applications were received for new Cruyff Courts in the Netherlands – that's one more
application than was received in 2013. Five new Cruyff Courts were opened in the Netherlands. The
200th Cruyff Court is scheduled to be opened in 2015.
HIGHLIGHTS
Opening of the Cruyff Court in Betondorp
Last year, we opened a Cruyff Court in Betondorp, the neighbourhood where Johan Cruyff grew up.
Johan Cruyff himself was on hand to open the Cruyff Court and the playground with Amsterdam
mayor Eberhard van der Laan.
Adam Maher opens own Cruyff Court
In September 2014, Adam Maher, winner of the Johan Cruyff Prize for Talent of the Year, opened his
own Cruyff Court in his old home town of Diemen. Minister of Public Health, Welfare & Sport Edith
Schippers was also on hand for the opening ceremony. Maher is the tenth big-name athlete with his
‘own’ Cruyff Court.
Replacement and water taps
The Cruyff Court Oranje Veld in Rotterdam is the first to be resurfaced and have a new water tap
installed. Having the water tap will give young people using the facility a healthy and convenient
choice, and will reduce waste on and around the Cruyff Courts.
The Cruyff Court 6 vs 6 championships
The world championships are being held in Amsterdam, with eleven teams from seven different
countries competing (see elsewhere in this chapter).
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CRUYFF COURTS IN FIGURES
The evaluation of the Cruyff Courts in 2014 was conducted in January 2015, in the form of a
questionnaire sent to all Cruyff Court contact persons. Eighty-four questionnaires were returned. The
most significant results are shown below.
More than 35,000 children per week do
sport on the Cruyff Courts
An average of two
activities per
week are held on
the Cruyff Courts.
of the respondents
agree that the Cruyff
Court serves as a
forum in the
community.
More than 85% of
respondents indicate
that the Cruyff Court
is not a source of
nuisance in the
community.
Virtually no litter
was encountered on
or around the Cruyff
Court.
of respondents
agree that the Cruyff
Court is a boon to
the community.
On more than half
of the Cruyff Courts,
regular meetings
between
stakeholders are
held.
MULTIFUNCTIONAL CRUYFF COURTS
Since 2012, the Foundation has also been establishing multifunctional Cruyff Courts. Last year, the
Foundation financially supported basketball courts at the Cruyff Courts in Betondorp, Haarlem, and
Rotterdam Charlois, and also built a callisthenics park adjacent to the Cruyff Court in Diemen.
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2014 TARGETS
- Opening at least six Cruyff Courts in the Netherlands.
Evaluation: a total of five Cruyff Courts were added, with the opening of the Cruyff Court in Baarn
postponed to Spring 2015.
- Five new Cruyff Courts approved.
Evaluation: two new applications were approved.
- On all Cruyff Courts in the Netherlands, at least six hours of activities per week are organised.
Evaluation: our contact persons do not always have knowledge of all activities taking place on their
Cruyff Courts. Consequently, we cannot state with absolute certainty that this target was met, although
we have strong indications that it was.
SPECIAL CRUYFF COURTS
See the section on Sport for the disabled in chapter 6.
REGIONAL MEETINGS
At the end of 2014, we had held nine regional meetings for the Cruyff Courts with the object of giving
the contact persons the opportunity to share their knowledge and to obtain more information for the
Foundation.
The regional meetings were seen as very positive, and will be repeated in 2015.
RISK MANAGEMENT
1. Evaluation: effects are assessed annually with a questionnaire and by means of visits by
employees of the Foundation. Through the regional meetings, we are able to assimilate direct input
from the Cruyff Courts and jointly formulate points for improvement.
2. Maintenance and replacement: maintenance of the Cruyff Courts is the responsibility of the
municipal authorities. With government budget cuts, there is a risk that the level of maintenance will
decline. In 2014, the Cruyff Foundation raised extra funds for Cruyff Court replacement.
3. Cooperation: We conduct extensive research to assess whether the local party with which the
Foundation is working or will be working is strong enough to continue to make the Cruyff Court a
success in the coming years. We sign long-term contracts with present and future Cruyff Court owners
to guarantee that they can ensure proper implementation of the Cruyff Court in the local situation.
4. Nuisance: there is always a risk that the Cruyff Courts may attract people who cause a nuisance.
The Foundation actively advises local parties on how to deal with this.
2015 TARGETS
-
Opening of 200th Cruyff Court.
Completion of eight projects started in 2013 and 2014.
Replacement of seven Cruyff Courts.
Expansion of three Cruyff Courts with multifunctional facilities.
Develop activities on the Cruyff Courts in cooperation with teams and associations.
Install tap water facilities at 75 Cruyff Courts.
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‘My sport helps
me use up my
excess energy‘
SERGI (15)
AMBASSADOR: CRUYFF COURTS INTERNATIONAL
Sport
Disability
Football
Developmental
Sergi represents the international Cruyff Courts. 'At the Cruyff Court in
my neighbourhood I can get out and have a good time playing football
with my friends. That lets me burn my excess energy, and I have a
good time.' Today, there are nearly 200 Cruyff Courts worldwide,
giving 35,000 children a place to play.
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Cruyff Courts International
In 2014, we received 34 applications for Cruyff Courts from abroad. Of these, three were approved.
Five Cruyff Courts were built.
HIGHLIGHTS
-
Opening of the first Cruyff Court in Belgium (Mechelen).
First activities on the Xavi Hernández Cruyff Court in the Spanish city of Terrassa.
Opening of first Cruyff Court in Italy (Como), in cooperation with the Stefano Borgonovo
Foundation and UEFA.
Start of construction of first Cruyff Court in Argentina.
Successful completion of preliminaries for projects in Israel (Akko) and India (Mumbai)
2014 TARGET
- Opening at least nine Cruyff Courts outside the Netherlands.
Evaluation: five new Cruyff Courts were opened outside the Netherlands.
RISK MANAGEMENT
1. Evaluation: an evaluation form has been developed to assess the effects and stay on top of the
latest developments on the Cruyff Courts abroad. This form requests information on the use, state of
repair, etc. The number of forms completed was low; improving the rate of return should be a point for
attention in 2015.
2. Partnerships: for Cruyff Courts abroad, we rely on local partners. The success of these Cruyff
Courts depends very much on the quality and dedication of these partners. With the Affiliate
Membership of the international street football network Streetfootballworld, the Foundation hopes to
establish a network of reliable partners. In addition, the Foundation works closely with a number of
different embassies.
‘Some great new friendships were made, for instance with the children
from Malaysia. Our kids discovered that those kids were just like them.’
ISRAEL | ABOUT THE CRUYFF COURTS 6 VS 6 WORLD CHAMPIONSHIPS
2015 TARGETS
- Completion of seven projects: Mumbai (India), Buenos Aires (Argentina), Akko (Israel),
La Pobla de Segur (Spain), Liverpool (UK), Chicago (USA) and Toronto (Canada).
-
Start of construction of Cruyff Courts in: Washington DC (USA), Florence (Italy),
Kuala Lumpur (Malaysia) and a Special Cruyff Court in Rio de Janeiro (Brazil).
-
Feasibility studies for partnership with three football clubs in the UK:
Southampton FC, Newcastle United, and Everton.
-
Study of addition of six Cruyff Courts in Spain.
-
Development of replacement model for Cruyff Courts abroad.
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600 trained young people on 58 Cruyff Courts
Over
4.000 children participated in the tournaments
of Cruyff Courts
have one or more
active coaches.
147 active coaches
worldwide: 109 in the
Netherlands and 38
elsewhere.
New coaches trained in
three courses in 2014.
Activities on the Cruyff Courts
A significant factor in the success of the Cruyff Courts is the activities held on them. Local partners
(community organisers, team organisers, welfare workers) do a lot of the work.
Several years ago, the Foundation launched two major initiatives: the Cruyff Foundation Community
Program and Cruyff Courts 6 vs 6.
CRUYFF FOUNDATION COMMUNITY PROGRAM
With the Community Program, the Cruyff Foundation increases the connection between the young
people and ‘their’ Cruyff Court, and makes a connection between the community and the Cruyff Court
for the long term. The program gives young people more self-confidence, offers opportunities to
develop their talents, and challenges them to set their personal ambitions higher. The goal is to
implement the Community Program on every Cruyff Court as a fixed and distinguishing element of the
Cruyff Court concept.
Number of projects
Never before have so many young people participated in the Community Program in a single year. In
2014, the goal was to reach a total of 450 participants. In the end it was over 600, in 58 different
programs. Over four thousand children participated in the tournaments organised by the young
people.
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Number of coaches
At present, 40% of the Cruyff Courts have one or more active coaches. The Foundation has now
trained a total of over 185 coaches. Of these, approximately one hundred and fifty remain active as
Cruyff Foundation Coaches around the world: 109 in the Netherlands and 38 elsewhere.
In 2014, 38 new coaches were trained in three courses. This fell short of achieving the target of
training 60 new Cruyff Foundation Coaches. The main reason for the failure to meet this target was
that two scheduled international courses (Brazil and UK) were postponed to early 2015.
Exchange
In 2014, eight participants from Amsterdam were selected for an exchange with São Paulo, Brazil. The
goal of the exchange was for the young people to learn about each other's culture, the Cruyff Courts,
and the Cruyff Foundation. There will be a follow-up to the exchange in 2015.
Effective Active
This year, the Community Program was evaluated as a ‘Well-described intervention’ by the
Netherlands Institute for Sport & Physical Activity (NISB) in its Effective Active program, and placed on
the menu for Sport and Exercise in the Community. This makes it a component of the Sportimpuls, an
initiative of the Ministry of Public Health, Welfare & Sport for suitable and innovative sport and
exercise curricula for inactive people in problem communities or neighbourhoods.
This demonstrates that the Community Program is not only effective on paper, but that its
effectiveness is being acknowledged. The program is well on its way to becoming a standing element
of the Cruyff Courts.
Evaluation
In 2014, we developed an online monitor survey to track the development of the participating young
people over the course of a year. We expect to be able to produce the first results in 2015.
CRUYFF COURTS 6 VS 6
Cruyff Courts 6 vs 6 is a football tournament for boys and girls up to the age of twelve. It was held for
the first time in 2005, when 2500 children took part. Since then the tournament has become a
mainstay of the Community Program, with over 21,000 participants in seven countries.
Last year saw the first Cruyff Courts 6 vs 6 world championship.
CRUYFF COURTS 6 VS 6 WORLD CHAMPIONSHIP
In 2014, the Cruyff Courts 6 vs 6 went international. The Cruyff Courts 6 vs 6 World championship, a
four-day program revolving around sport and cultural exchange, was held in Amsterdam, made
possible in part by funding from UEFA, additional contributions from partners, and other one-off
donations.
2015 Target
The goal is to integrate the Community Program and Cruyff Courts 6 vs 6 into the total Cruyff Courts
concept. These, along with the Cruyff Courts and the 14 rules of Johan Cruyff, determine the unique
image and distinguishing character of the Cruyff Courts.
We will also be looking for a structural international exchange to facilitate organising the Community
Program and Cruyff Courts 6 vs 6 in other countries.
Impact assessment is a focus point for 2015. Alongside the core activities Schoolyard14 and Sport, for
the disabled we are working on a new method of measuring our impact.
7 countries • 78% of Cruyff Courts participating • 236 events
21,150 participants • 400 m2 Respect flags drawn
20
‘I want to
encourage
young children
to do sport’
CHAIMA AAFER (19)
AMBASSADOR: COMMUNITY PROGRAM
Sport Football
In her ambassador year, Chaima from Amsterdam wants to
make children enthusiastic about sport: ‘It would be a great
honour for me to encourage young people to start doing sport.
I get so much out of sport myself, and I would love it if I could
help others do so as well.’
21
6. SPORT FOR THE DISABLED
Making sport and games possible for children with a disability was the object behind the founding of
the Johan Cruyff Foundation in 1997. Now, seventeen years on, we are still pursuing that goal.
Experience has shown just how important sports and games are for this target group, and that sport
gives these young people self-confidence, helps them get to know others, keeps them active, and
pushes them to develop their talents.
This is why we are so dedicated to this target group. This is something the Cruyff Foundation does
sometimes on its own, but more frequently in partnership with other organisations, sports associations
and NOC*NSF (Netherlands Olympic Committee * Netherlands Sports Confederations). Because we
can do more as a team.
Highlights
-
Netherlands Basketball Association and Cruyff Foundation launch Junior League.
-
Work placement in Sochi for eight aspiring athletes to gain experience for the Paralympic Games
2018.
-
Five Special Cruyff Courts completed for Special Education.
-
Launch of official Cruyff Foundation/NOC*NSF partnership.
-
Netherlands Table Tennis Federation begins partnership with Cruyff Foundation.
-
Cruyff Foundation Spain opens second Special Cruyff Court and fourth Schoolyard14 for Special
Education.
-
Opening of Special Cruyff Court by Erwin Koeman.
Applications
For the first time in five years, the number of applications rose. Two hundred and fifty-five applications
were received, and forty of them were approved.
Evaluation
All applications for support received by the Cruyff Foundation are reviewed in line with the criteria. To
be approved, the project must have a sound project plan. Commitments on the support are set out by
contract. The projects are evaluated and audited, both on content and financing, during the course of
the project and after conclusion.
With the larger partnerships, such as with the sports associations, evaluations are scheduled ahead of
time, during which the results achieved are presented and new targets are formulated.
Working areas
In 2014, we distinguished three working areas within Sport for the disabled.
1. Sport facilities: this refers to sporting equipment, Special Cruyff Courts, and the projects of
Schoolyard14 in Special Education.
2. Promoting sporting opportunities: projects that increase this target group's access to
opportunities to do sport. This may mean small-scale local projects or larger initiatives set up by sports
associations.
3. Talent development: projects to encourage children with ambition and perseverance to develop
their talents to their maximum potential. In this area, the Foundation works closely with NOC*NSF and
individual sports associations.
22
Sport facilities
SPECIAL CRUYFF COURTS
A Special Cruyff Court is set up entirely to meet the needs of its users. Alongside the standard Cruyff
Court configuration, we often opt for an asphalted multi-sport field or an athletics track where both
able-bodied children and children in wheelchairs can do sport. The Special Cruyff Courts are not only
used during school physical education lessons and at break times, but are also used for giving various
types of therapy.
In 2014, five Special Cruyff Courts were approved, bringing the total number of completed Special
Cruyff Courts to 29. A further six are in development.
These Cruyff Courts are being built at schools for special education, therapeutic centres, and care
institutions.
Special opening: Erwin Koeman opens Special Cruyff Court
On 10 October 2014, former international footballer Erwin Koeman officially opened the Special Cruyff
Court at De Berkenschutse, a school for primary and secondary special education for children
suffering from long-term illnesses, extreme learning disabilities, and multiple disabilities. Erwin, whose
daughter Wendy attended De Berkenschutse for a number of years, has a special place in his heart
for the centre. ‘It's a special Cruyff Court for special children,’ he says.
SCHOOLYARD14
Along with the Cruyff Courts, our newest core activity, Schoolyard14, is being implemented in special
education. We are developing forms of sport and games specifically oriented towards children with a
disability. There is also a version of the 14 rules sign, which hangs in every schoolyard, in braille and
with icons to make sure that the 14 rules of Johan Cruyff can be understood by all.
At the end of 2014, there were 23 schools or institutions with a Special Schoolyard14. To create them,
the Foundation worked with a number of partners, including several special education umbrella
organisations like Kentalis in cluster 2 (for the deaf and hearing impaired, and for children with
communicative disabilities).
In December, the annual fundraising event ‘Cooking for a Cause’ was held to raise attention for
Schoolyard14 and special education. This raised contributions for the implementation of Schoolyard14
at a large number of schools.
SPORTING EQUIPMENT
Without adaptive equipment, many children with a disability cannot take part in sport. In 2014, the
Cruyff Foundation invested in adaptive sporting equipment. This is an element of the partnership we
have established with a number of project partners and sports associations.
KNWU (Royal Dutch Cyclists' Union):
six hand bikes.
NTTB (Netherlands table tennis association):
ten wheelchair tables.
VGW (Association of winter sports for people with a disability):
adaptive skis, trailer for ski transportation; tow lift systems for various skis.
International Tennis Federation (ITF):
tennis wheelchairs.
23
2014 TARGETS
-
Minimum of four Special Cruyff Courts built.
Evaluation: five Cruyff Courts built.
-
A Schoolyard14 at 40 special education institutions.
Evaluation: at the end of 2014, there were 23 schools with a Special Schoolyard14. The other 17
were still in the preparation phase.
Promoting sport opportunities
For a child with a disability, accessibility of the sport is extremely critical. The Foundation promotes
this accessibility with its support of small-scale local initiatives and with projects the Foundation sets
up with sport associations. This partnership with sport associations will be addressed in more detail
under the heading 'Promoting sport opportunities and talent development with sport associations'.
LOCAL PROJECTS
Support given to these projects is very diverse: riding, tennis, electric wheelchair hockey, football for
people with a physical or mental disability, boot camps, outdoor camping, etc. This year, we also
provided funding for:
BISO ’65:
An E-hockey club for both hand-operated and electric wheelchair hockey players.
Amount: €500.00
REINAERDE EQUESTRIAN CENTRE:
Hosts low-threshold equestrian activities for young people with a disability.
Amount: €1,750.00
BAS VAN DE GOOR FOUNDATION:
The Bas van de Goor Foundation organises a number of different sporting activities for children with
diabetes, and has the goal of improving the quality of life of people with diabetes through sport. The
support of the Cruyff Foundation made the following activities possible:
Four summer camps at SnowWorld – 100 participating children
Skating clinic – 23 participants
Surfing clinic – 21 participants
Junior Cup diabetes Pre-selection round – 125 participants
Family weekend – 32 participants in eight families
Sports day – 50 participating children with 50 friends/brothers/sisters
Amount: €17,500.00
JUNIOR CUP DIABETES WORLD CHAMPIONSHIP
For the first time, the Bas van de Goor Foundation organised the prestigious football world cup for
young people with diabetes. 132 young people from twelve countries participated.
The contribution for the Junior Cup Diabetes world championship was approved in 2013.
Amount: €10,000.00
Promoting sporting opportunities and talent development with sport associations
In 2014, the Cruyff Foundation worked with seven sports associations. The primary focus of each
partnership was making the sport accessible to disabled children. Since 2010, an additional goal has
been talent identification and development, under the title ‘From FoUNdation to Talent’.
24
Targets 2014
-
-
The Foundation partners with eight sports associations for general fitness and talent development.
Evaluation: long-term partnership has been established with seven associations in the top ten
sports. Three associations did not return an application.
Growth in the number of young disabled athletes going to talent teams.
Evaluation: this target was met and exceeded with multiple sports associations.
NETHERLANDS BASKETBALL ASSOCIATION (NBB)
The NBB wants to introduce more children to the sport of wheelchair basketball. Setting up a good
structure was an important aspect.
Number of participants: eight regional teams, each with a regional coach
Result: a total of one hundred children participating in the training and 80 participating in the youth
competition. The ambition of getting 120 to 150 children into wheelchair basketball proved to be too
ambitious. In October 2014, the regional teams made the transition to local clubs, and the regional
team competition became the Cruyff Foundation Junior League, in which eight clubs participated. Two
Regional Training Centres (RTC) were launched at the end of 2014. The best players from the Junior
League were invited to participate. They can move up to the Youth CTO at Papendal. In 2014, about
15 children were invited to participate in the monthly trainings for the youngest national team selection
(U18).
Cruyff Foundation contribution: €35,000.00
What can be improved:
- Better coordination between professional sport and recreational/basketball development.
-
Highlight partnership between Cruyff Foundation and NBB more.
Targets 2015:
- Embedding in Regional Training Centres (RTCs).
- Continuation of Cruyff Foundation Junior League.
- Set-up of competition for young children (under 12 years of age).
- Encourage more clubs to participate in the youth competitions by promoting partnerships.
- Set-up of new forms of modified basketball.
- Greater distribution of Zone Basketball within Cluster 3 education and therapeutic
treatment.
- Partnership with other sports associations in training and retraining movement
teachers/workers in therapeutic treatment.
NETHERLANDS SKI FEDERATION (NSKIV)
Since the 2010 Paralympic Games, the Cruyff Foundation has been supporting skiing and
snowboarding for young people with a physical disability through the project From FoUNdation to
Talent. In part through this partnership, the Foundation has established the infrastructure for
competitive adaptive winter sports. Seven athletes participated in the Paralympic Games in Sochi.
One of them was snowboarder Bibian Mentel, who won a gold medal. This is a dramatic improvement
over Vancouver 2010, at which the Netherlands was represented by only one athlete. A large pool of
young and talented athletes is making inroads internationally, and hopes to make the Paralympic
Games in 2018. We are gratified to see that the program From FoUNdation to Talent is developing
well and producing results in the field of adaptive winter sports, both nationally and internationally.
Number of participants: 60 young people participated in the Winter Sports FUN Day, fifteen athletes
training in the Netherlands, and ten training in other countries. No fewer than 24 countries were
represented at the international races in the Netherlands (SnowWorld Landgraaf), including 54
snowboarders and 64 skiers (among them 21 from the Netherlands).
25
Result: professional framework derived from skiing for the able-bodied, training opportunities at
multiple levels, 20 talented athletes participating in competition training, a national competition circuit,
a promising group of seven skiers and para-skiers training extensively abroad for the competitions,
eight young talented athletes sent to talent placements at the Paralympic Games in Sochi.
Cruyff Foundation contribution: €46,955.00 (May 2014-April 2015)
What can be improved:
-
Coordination at sport-technical level between clubs/NSkiV management.
Optimise adaptive snowboarding infrastructure.
Targets 2015:
-
Reinforce the structure within para-snowboarding.
Focus attention of therapeutic institutions on winter sports.
Increased frequency of competition training in the Netherlands.
Management partnerships with clubs.
Provide optimum support for young skiers and snowboarders in their annual program.
26
‘Basketball
is my life’
BO KRAMER (15)
AMBASSADOR: WHEELCHAIR BASKETBALL
Sport Wheelchair basketball
Disability
physical – bone cancer in lower right leg
Sport has played a major role in Bo's life, ever since she was
very young. ‘My entire family is very sports-minded, so I really
grew up with it. I've been playing wheelchair basketball for a
year, and it has really turned my life around. Right now,
basketball is my life.’
In partnership with the Cruyff Foundation and NOC*NSF, the
Netherlands Basketball Association (NBB) launched the Youth
Wheelchair Basketball Netherlands project to give young people
with disabilities aged 6-20 the opportunity to play wheelchair
basketball in their communities.
Wheelchair basketball
27
NETHERLANDS VOLLEYBALL ASSOCIATION (NEVOBO)
The Cruyff Foundation and the Volleyball Association have been partners for many years. One of their
latest collaborations, launched in 2013, is the project ‘Sitting volleyball with ambition’. The objective for
the current period (through 2016) is to raise awareness of the sport and provide structured offerings
through therapeutic centres and schools for the disabled.
NeVoBo has set the following targets for 2014:
Result and number of participants
Therapeutic centres
-
Clinics at six therapeutic centres
Seat stability study complete
Teaching material developed
Number of people reached: 200
Schools for the disabled and standard education
-
A school for the disabled has a structural curriculum
Clinics at two schools for the disabled
22 clinics at schools for the disabled
Nine clinics at standard schools
Number of children reached: 1,900 children in total; 350 children at a school for the
disabled.
Volleyball clubs
-
Seven volleyball clubs have launched training programs
14 volleyball clubs have delivered clinics
Coordinators appointed in four regions
Pilot study on flexible competition offerings initiated
Number of people reached: 500
What can be improved
The contacts with the schools for the disabled could be improved. For this target group, sitting
volleyball is truly a challenge, so it is important for the teacher to know how to deal with this. He or she
has to make volleyball as a sport accessible enough for every child to be able to take part. Work will
be done on this in the coming year.
Targets 2015
-
Deliver clinics at eight therapeutic centres and two hospital departments.
Sitting volleyball offered on a structural basis at six therapeutic centres and four
hospital departments.
A clinic given at eight schools.
Sitting volleyball offered on a structural basis and contacts at eight schools for the
disabled or other primary schools.
Six new sitting volleyball clubs with at least one team in the competition.
28
DUTCH ATHLETICS ASSOCIATION
A specific point of focus that has been explicitly identified for 2013 and beyond, alongside recreational
sport, is the focus on talent development. For this focus area, the following action plan has been
developed:
1. Clinics: promotion and introduction to the sport.
Result Fifteen clinics with 160 participating children. At the Cruyff Foundation's open day, another 250
children were introduced to the sport.
2. Training with clubs as follow-up to the clinics.
Result
Twelve new associations with offerings for Sport for the disabled. Ninety per cent of people with a
physically disability train in a standard group. Clubs are very positive about the establishment of
offerings for children with disabilities
3. Participation in competitions
Offering athletes who are not in the 'Top Sport' program the opportunity to participate in regular
competitions.
Result
Seven competitions oriented towards recreational competitors, with 120 participants, 6x U-track
meeting. This is a Friday evening drop-in session for recreational players in which able-bodied and
disabled athletes can participate alongside each other. Eighty athletes participated in the Open Dutch
Championship, and thirty promising talents participated in the IPC Grand Prix in Berlin.
4. Talent scouting
Talent coach present at the various clinics. Twelve talented athletes scouted, 29 athletes training in
the talent program.
5. Talent training
The local municipality is in charge of the talent training. They also come to Papendal to train once per
week. 'Top talent' athletes to come to Papendal weekly.
Result
28 talent training sessions, with four athletes going on to participate in the European championships in
Wales.
6. Top talent training & Top sport program
In addition to talent training, there are weekly top talent training sessions at Papendal, where athletes
are assisted by the talent coach towards life as a top athlete.
Result
Four top talents training every week, and three top talents training every week with the Dutch
Parathletics Team.
Make broadly visible what associations are providing athletes with a disability adaptive or nonadaptive offerings (groups for those with a mental disability, wheelchair users, and amputees).
Add structure to the offerings, more specific offerings for coaches working with physically disabled and
visually impaired participants (such as training days, availability on training material website).
Action plan for integrating wheelchair athletes, for example, clustering a number of associations in the
Netherlands with the offerings for this target group.
29
Targets 2015
-
Connection between supply and target group.
Projecting the Paralympic image.
Enhancing the talent program.
Increase of a further 100 members with physical, visual, or mental disability by improving
the quality of the athletics offerings and the association management.
With the Dutch Paralympic Team, continue to grow through the next two Paralympic
Games into a top-20 position in the medal rankings through a strong top sport program
and focus on talent identification and development. For 2016, this does not mean more
medals per se, but it does mean more gold.
KNWU (ROYAL DUTCH CYCLISTS' UNION):
The KNWU wants to support clubs and further the development of sport for the disabled. As part of
this, clubs will be connected with therapeutic centres and educational institutions. KNWU was sorely in
need of equipment. The Cruyff Foundation provided six hand bikes and one tandem, which were used
in a number of clinics to introduce children, in an accessible way, to hand biking and tandem biking.
Hand biking is truly coming into its own as a sports discipline. The number of clinics is rising, as is
participation in competitions, with some 10-20 new athletes participating every year. The clinics are
being given in cooperation with individual therapeutic centres. This shows us that we need to not only
input from KNWU, but the stimulus on the therapeutic centre side, as well as support from local cycling
clubs.
KNWU is proud to see more and more KNWU clubs putting energy into the adaptive cycling discipline.
The hand bikes provided by the Cruyff Foundation are enabling clubs to help new athletes get started
in hand biking.
Things are still moving slowly within the tandem & cycling category. Because of a continued lack of
fixed contacts and partners for this category (school for the disabled/therapeutic centres/clubs), as yet
only a limited number of clinics have been offered. Organisers of competitions usually drop out after a
year due to a number of factors, including limited participant numbers.
Targets 2015
-
More attention to tandem & cycling category.
Set-up of a standing, recurring clinic pattern with fixed partners.
Set-up of structure with local cycling club for after clinics.
Organisation of a stable and solid competition year.
Further growth in hand biking.
Get more regional coaches excited about adaptive cycling.
Further development of personal equipment loans through a central point within KNWU.
Cruyff Foundation contribution €23,051.00.
KNZB (ROYAL DUTCH SWIMMING FEDERATION)
This partnership includes both recreational swimming and talent development. Both are fully
integrated within KNZB. The very successful partnership in previous years has been continued in 2014
with the following sub-projects:
Swimstar: program for recruiting members and introducing the various disciplines within swimming.
This has now been adapted for the target group of people with disabilities. It was developed in 2014
and will be launched in 2015.
Paralympic swimming talent: the regional training has been continued; there are about 25 swimmers
at the national level, and a national team of 17 swimmers has been selected.
30
The Cruyff Talent Selection includes seven swimmers, six swimmers in the juniors, and eight
swimmers put forward for the international level thanks in part to the partnership with the Cruyff
Foundation. The swimmers intend to qualify for the 2015 world championships and Rio 2016.
Quality at the poolside: In 2014, all KNZB coaches received additional training on the options for
swimmers with a disability. Additional training material for swimming coaches has also been
developed for level 2 and level 3 programs.
- More attention to local implementation of programs like Swimstar Special and Super-Spetters
Special.
- More attention to joint communication plan to better profile the partnership between the Cruyff
Foundation and KNZB.
Targets 2015
-
Distribution and local implementation of programs Swimstar+ and Superspetters Special among
clubs, schools, and therapeutic centres.
Increasing number of regional training opportunities for the Cruyff talent group. Increase of hours
for the youth team coach in order to be able to offer more central training for this group.
Detail joint communication plan and profile partnership.
Further develop and implement level 1 coach program.
NTTB (NETHERLANDS TABLE TENNIS ASSOCIATION)
The partnership with NTTB was kicked off in September, with plans to profile para table tennis. At the
end of 2014, we acquired ten wheelchair tables, which will be used at various clinics to be offered at
therapeutic centres starting in 2015. NTTB has developed a reading package and toolkit with the
materials that clubs looking to get started with para table tennis can use. With this material, NTTB
hopes to open its activities to the clubs active in the sport of para table tennis. There is now a training
centre in Papendal. Action to set up and support Regional Training Centres (RTCs) in Zwolle and
Rotterdam began in 2014.
The partnership between NTTB and the Cruyff Foundation is fairly recent. Evaluations and points for
improvement will be addressed in the next annual report.
Targets 2015
-
In 2015, the emphasis will be on offering training at the RTCs. This will also include clinics in
therapeutic centres. The NTTB wishes to promote wheelchair table tennis by organising one or
more tournaments there.
The current plan is to hold such a tournament during the Paragames in Breda.
-
Talent development
-
NOC*NSF
In 2014, the Cruyff Foundation and NOC*NSF were named official project partners of Paralympic
TeamNL. The Paralympic Talent Intake project is an initiative under this partnership. The goal is to
scout talent on an ongoing basis and train them effectively, coach them, and prepare them for
victory at the Paralympic Games. This is a long-term project with the goal of attracting 50 new
talents in the various Paralympic focus teams. The Cruyff Foundation is working with seven teams
in various sports.
The following initiatives are part of the project:
Sochi top talent placement
31
As part of the Paralympic Winter Games in Sochi, eight top talents from the NSKiV participated in a
top talent placement. These top talents are now participating in a follow-up consisting of two initiatives:
workshops on a number of themes (such as ‘the team,’ sponsorship, media, and performing under
pressure) and individual professional sport lifestyle coaching.
Paralympic Talent Day
The Paralympic Talent Day was held in Papendal on 25 May 2014. Fifty athletes participated in seven
different sports.
Talent review days
In October, the Cruyff Foundation held meetings with its direct partner sport clubs in a series of review
days. The sport clubs presented their accounts of the past year and their plans for the new year.
READE
The Topsport Testing Centre is an initiative of Reade Revalidatie Reumatologie and the Faculty of
Human Movement Sciences at VU University Amsterdam. The Testing Centre, which bundles
scientific knowledge and expertise, was specially set up for professional athletes and talents with a
physical disability. Objectives of the testing centre are the ongoing improvement of top athletic
performance, maximum development of talent and the generation and application in practice of new
scientific knowledge. Four of 'Johan's 14 athletes' (Jeroen Kampscheur, Bo Kramer, Nikita den Boer,
and Robin van Damme) are doing a testing procedure for Reade.
International
INTERNATIONAL TENNIS FEDERATION (ITF):
The Cruyff Foundation has been working with the International Tennis Federation since 2003. The
goal is to make wheelchair tennis possible in countries where it is difficult for people with a disability to
participate in sports. The partnership comprises two projects.
Wheelchair Tennis Development Fund
Over the past eleven years, through the Wheelchair Tennis Development Fund the ITF has transferred
knowledge, trained coaches, donated equipment such as sport wheelchairs, and posted
coaches/ambassadors (many of them wheelchair tennis champions) in over 45 countries.
Cruyff Foundation contribution: Wheelchair Tennis Development Fund (2014-2015) €68,000.00
Junior Program
The Junior Program is designed to give children the opportunity to play against other children at the
national or international level. Often, children play and train with adults due to a lack of other children
in their immediate living environment. With this program, they can test themselves against and be
inspired by other children, which has a clear positive effect on their development.
Junior Masters, Tarbes, France. World championship for juniors organised in parallel with a major
international youth tennis tournament (abled-bodied).
National Junior Camps
-
-
Cruyff Foundation International Junior Camps, California. Thirty young players from six countries
(the United States, Canada, Colombia, Guatemala, Mexico, Argentina) participated in the
International Junior Camp.
European Camp. Thirty-seven players and coaches from eleven countries participated in the
Cruyff Foundation European Junior Camp in Switzerland.
32
-
African Junior Camp. Twenty-nine players from three countries: Tanzania, South Africa, and
Egypt.
-
World Team Cup, World Cup country teams with eight countries in the junior pool.
Cruyff Foundation contribution: Junior Program €52,000.00
What can be improved?
Organising repeat programs in countries where we have already been. In some cases, a program has
immediate effect, while in others it takes a little more effort.
2015 Target
-
Further roll out successful programs in countries that have expressed an interest in developing
wheelchair tennis.
‘I would really like to motivate other young people to take
part in sport’
CHANTALLE ZIJDERVELD | AMBASSADOR, ADAPTIVE SWIMMING
CRUYFF FOUNDATION SPAIN
Like its sister organisation in the Netherlands, the Cruyff Foundation Spain (Fundación) focuses on
three core activities: Sport for the disabled, Cruyff Courts, and Schoolyard14.
In Sport for the disabled, the primary emphasis is on recreation and an introduction to the sport.
Alongside athletics, swimming, hockey, football, wheelchair basketball, skiing, climbing, horse-riding,
and cycling, the Fundación also supports goalball, sailing, and handball.
In 2014, the Dutch ladies' and men's wheelchair basketball teams attended a training camp in
Barcelona. There, the national team coach gave a presentation to the umbrella organisation of Dutch
businesses to highlight sport for the disabled.
In Spain, the Schoolyard14 project has grown into one of the Cruyff Foundation's most important
projects in 2014. At present, five 'Schoolyards' have been completed and another ten are in
development.
The second Special Cruyff Court in Spain has now been installed at the Lexia special education
school in Barcelona.
Cruyff Foundation contribution: Sport for the disabled projects, €150,000.00; Special Cruyff
Court, €73,765.00.
Sport for the disabled : impact assessment
The Cruyff Foundation places a high priority on mapping out the effects and impact of its work, and
wishes to continue to improve in doing this. At present, we are developing a new method that can be
used on Schoolyard14 and the Cruyff Courts as well.
Targets 2015
-
-
Ideally, the Cruyff Foundation wants to all children with a disability to take part in sport. However,
given the limitations on financial resources and manpower, this is not realistic.
Furthermore, we also know that ‘more’ is not necessarily always better. We also want to do what
we do even better.
For example, propagating our message. Together with the teams, we have created a
communication plan to draw more attention to the partnership and the individual projects.
Additionally, in 2015, we want to:
Provide thirty special education schools with a Schoolyard14
Build four Special Cruyff Courts for children with disabilities
Retain and intensify the partnership with the seven affiliated teams
33
‘I want to tell you
how fun a
Schoolyard14 is’
ERVA YIGITER (11)
AMBASSADOR: SCHOOLYARD14
Sport Tennis
Erva loves her Schoolyard14. ‘I have a lot of fun enjoying
sport with my friends during break time at school and playing
outside at home. I make a lot of new friends that way, and it's
a great way to burn my energy. I want to tell everyone how
much fun it is to play on a Schoolyard14.’
With Schoolyard14, we want to encourage primary school
students to get together to play and take part in sport.
34
7. SCHOOLYARD14
Chronic inactivity. It's a medical condition, one that could hardly be imagined ten years ago, but very
real in 2014. Today, 55% of children between the ages of four and eleven do not get enough physical
activity, making them less fit than children of the same age a generation ago. This is bad for their
development, and bad for their health.
Another study has shown that one out of every two schoolyards does not offer adequate facilities for
active play. It is with all this in mind that the Cruyff Foundation created Schoolyard14. With just a few
simple interventions on a schoolyard, we can encourage your children to be more active. And
research has shown that it works.
‘Our pupils are having fun again, and they
understand that playing outside is a social activity.’
‘Playing outside should be a subject at school’
The objective of Schoolyard14 is to encourage primary school pupils to play together and practise
sports. So many schoolyards at primary schools are bare, boring, and inadequate to encourage
children to get active. With Schoolyard14, we can create play areas to challenge and motivate children
to exercise more and take part in sports, both during and after school. Using coatings (painted lines
and coloured areas), we create games and playing fields to encourage children to play together. A
goal on a wall, a playing circle, or a section of athletics track can make a world of difference.
Schoolchildren and teachers determine how they want their Schoolyard14 to look. The Cruyff
Foundation launched Schoolyard14 in 2012.
The objectives of Schoolyard14 are to:
1. Promote an active lifestyle among children.
2. Teach children respect for each other.
3. Strengthen the contact between school and community.
NUMBER OF SCHOOLYARD14 PROJECTS COMPLETED:
11
25
85
35
On a Schoolyard14, there is
more play and more sport...
of teachers find that children
interact better.
And in
many
cases, less
bullying!
85% of principals report that
Schoolyard14 leads to more
active behaviour.
Effects
The Cruyff Foundation is very interested in knowing what the effect of its work is. This is why
we commissioned the department of Public Administration and Organisational Sciences at
Utrecht University to survey schools on their experiences with Schoolyard14. This study was
conducted from November 2013 through June 2014, among 397 pupils, 50 teachers, and 29
school principals.
POINTS FOR IMPROVEMENT
-
Teachers must be more actively involved in Schoolyard14.
Activation of partners in the community.
Method
With the starter package, the students decide, in consultation with the teachers, with coatings they
want. They can choose from twelve variants. By interviewing each other, the entire school gets
involved in setting up the schoolyard. The study produced a log with the results, tips, and stories from
experience, which can be requested from the Cruyff Foundation.
Highlights
-
-
Schoolyard14 took off dramatically in 2014.
In December 2014, we raised an impressive total for Schoolyard14 for special education with our
annual fundraising event ‘Cooking for a Cause’ (see chapter 8, Marketing and Fundraising).
Schoolyard14 involves close collaboration with municipalities. Two good examples are the
municipalities of Schiedam and Almelo, which, in addition to their contribution towards the
completion, are also involved with Schoolyard14 activities with community sport coaches and
combination officials.
Completion of Schoolyard14 at five schools in Barcelona, Spain.
36
-
In 2014, the Lyndesteyn School, a school for children and young people aged 4-20 with physical
or multiple disabilities or long-term illness, received a Schoolyard14.
Completion of Schoolyard14 at five locations in combination with a Special Cruyff Court.
‘On the Schoolyard14 I make a lot of new friends
and I can burn my energy.’
ERVA YIGITER | SCHOOLYARD14 AMBASSADOR
Partnerships
Making Schoolyard14 a reality involved partnerships with many different parties, such as
municipalities all over the country, like Schiedam, Almelo, Amsterdam, The Hague, Heerlen, and
Dordrecht. But also other foundations and school administrations, like Zabawas, Riki, Kentalis, and
Orion, to name just a few.
All these partners are not only important for creating a schoolyard that encourages sports, but they are
also critical in generating the activities on it. In the end, the success of Schoolyard14 depends on the
people who use it. There are important parts to play in this success for the physical education teacher,
community sports workers, sport associations and after-school care facilities.
Schoolyard14 in special education
Schoolyard14 has not only been implemented at standard schools, but also for institutions and
schools in special education. Read more in chapter 4, ‘Sport for the disabled’.
Targets 2015
-
75 new schools with a Schoolyard14.
Ten new participating municipalities.
Municipalities and schools being proactively approached.
Increased involvement of participating schools.
Standardisation of Foundation's internal procedure.
37
‘Sport puts me in
contact with
other people.’
MAJID MAGHRBI (15)
AMBASSADOR: SPECIAL CRUYFF COURT
Sport
Disability
Wheelchair hockey and others
confined to wheelchair
Majid practices sport on the special Cruyff Court at school.
‘For me, sport is a way to stay healthy, to keep your body strong,
and to make contact with other people. It makes me feel like I'm
good at something. I do sport just about every day. When I'm out
there, I feel free, and I can express myself.’
38
8. MARKETING AND FUNDRAISING
It takes money to do the work of the Cruyff Foundation. That money comes from companies,
organisations, and private donors. One of our most important partners is the Dutch national postcode
lottery, the Nationale Postcode Loterij, which has supported the Foundation from the very beginning.
We are pleased say that in 2014 this vital partnership was extended for five years.
The more money we have, the more the Foundation can do. This is why it is so important that people
get to know and appreciate the Cruyff Foundation, and want to contribute to it.
‘Giving is more important than getting.’
JOHAN CRUYFF
To underline the relevance of the Foundation's work, in 2013 we chose to establish the connection
between the three core activities of the Foundation – Cruyff Courts, Sport for the disabled and
Schoolyard14, to four major themes in society:
Health - getting children fitter, fighting obesity
Quality of life – community, integration
Personal growth – pushing yourself and developing your talents
Participation – no child left on the sidelines
These themes underline the urgency of the foundation's work.
Despite the difficult economic conditions, the Foundation had a reasonably good year in 2014. In
particular, we saw income from our own fundraising events go up considerably as compared to the
year before. Wherever sponsorship contracts were renewed, we took steps to strengthen the ties to
enhance the benefits from the partnership to both parties.
In the past year, we have seen a trend towards more earmarked revenues: sponsors have been
donating funds to specific projects or core activities. This is not something to be concerned about as
long as there are sufficient resources available to guarantee the continuity of our work and allow us to
keep supporting Sport for the disabled. The Foundation will continue to strive to achieve a good
balance between the income from the Nationale Postcode Loterij, our own fundraising, and earmarked
donations.
39
The foundation would not be able to do its work without the support of its partners, sponsors, and
suppliers. Their contributions and their communication about the Foundation within their own networks
enable us to not only enjoy a high level of name recognition, but mean a lot more for young people.
In 2014, we agreed on an activity plan with most of our partners, sponsors, and suppliers. This plan
was designed to help us optimise our partnership with each of them over the course of the year, and
we can now say that we have strengthened our connections with all of these parties as a result.
A complete list of all partners, sponsors, and suppliers can be found on: www.cruyfffoundation.org/steun-ons
PARTNERS
A partner relationship with the Foundation requires a minimum investment of €100,000 per year,
excluding activity budget. At present we have five partners affiliated with the Foundation, each with a
focus on a specific project and/or core activity.
Targets 2014
-
At least two partners adopting each of the three core activities: Cruyff Courts, Sport for the
disabled and Schoolyard14.
Evaluation: Three partners are now dedicated to the Cruyff Courts, and Schoolyard14 has one
fixed partner. Unfortunately, we have yet to establish a relationship with a fixed partner for Sport
for the disabled.
-
80 per cent of new partners come to us through the existing partners.
Evaluation: This target was fully achieved. The new partners come from the existing network.
40
SPONSORS
A sponsor relationship requires a financial contribution of €20,000 per year or more (excluding activity
budget). The Foundation now has ten sponsors.
Targets 2014
-
80% of expiring sponsorship contracts are renewed for at least three years.
Evaluation: 70% of expiring contracts were extended by an average of two years. Almost all of
the extended contracts were adjusted either financially or in activity content to make the
partnership stronger.
-
€200,000 in extra sponsorship income for at least three years
Evaluation: not achieved. Extra sponsorship income was: €110,458
-
At least one new long-term income source affiliated with the Foundation.
Evaluation: this target was not achieved, although in the second half of the year, an intern was
hired to produce an advisory study of whether targeting legacies and inheritances would be an
interesting option for the Foundation.
SUPPLIERS
Our suppliers make non-monetary contributions. Thanks to our suppliers, we save money, which
allows us to channel more funding towards achieving our objectives. Since the start of 2014, we also
ask our suppliers for a financial contribution of at least €12,500, which allows us to enhance the
results of the sponsorship for the sponsor.
2014 Target
-
More suppliers with contracts of at least three years.
Evaluation: This year, we regrettably saw the departure of three suppliers, but we were fortunate
in being able to sign three new suppliers as well. The total number of suppliers is fourteen.
2015 TARGETS
-
-
Retention of existing partners and sponsors.
Attraction of new partners and sponsors.
For all new contracts, twenty per cent of the contract amount to the Foundation (for discretionary
spending) and eighty per cent to a specific project or core activity.
Intensification of the relationship with strategic sports marketing agencies, which can propose
sponsors and potential activities from within their networks.
More involvement of partners, sponsors, and suppliers in expanding the Foundation's network .
Events
The Foundation organises a number of fundraising events every year. These are the Cruyff
Foundation Cup, Cooking for a Cause, and the Cruyff Foundation Seminar.
Targets 2014
-
20% extra income from existing fundraising events.
Evaluation: 15% extra income generated. Revenues from Cooking for a Cause in particular were
significantly higher than the target.
CRUYFF FOUNDATION CUP
Income target:
Achieved:
€105,000
€106,963
This year the Cruyff Foundation Cup was held for the tenth time.
Recruitment of teams started earlier this year, and this had its benefits: more paying teams
participated this year than in 2013. Additionally, there were a number of partners and sponsors that
41
not only fielded their own teams, but also mobilised their associates to get involved and bring a team.
The Cruyff Foundation Cup 2014 went into the books as the most financially successful cup ever.
COOKING FOR A CAUSE
Income target:
Achieved:
€240,000
€420,550
In terms of set-up, very few changes were made to Cooking for a Cause in 2014. The table price was
increased, and the focus of the evening was on Schoolyard14 for special education. What may have
contributed to the astonishing success was that this year, we communicated to the guests even more
intensively than in previous years that we expected a real financial contribution on the evening itself, in
the form of the purchase of one or more Schoolyard14 packages. The revenue generated was a new
record.
CRUYFF FOUNDATION SEMINAR
Income target:
Achieved:
€11,000
€10,968
This revenue was generated through ticket sales, and the target was effectively met.
TARGET 2015
- Match 2014 revenues
- Expand connection with participating partners into multiple events/core activities.
Third-party campaigns and fundraising events
The Cruyff Foundation also receives income from campaigns and events organised by or in
cooperation with other parties.
DE HOOGSTE WINTERTIJD
Income target:
Achieved:
€25,000
€9,221.64
This year, the event had a new structure: instead of a 14-hour marathon in Landgraaf, the event was
five hours of skiing and snowboarding at SnowWorld Zoetermeer. Despite the more central location
and shorter duration, the revenue was particularly disappointing, due to the fact that fewer teams
registered.
DAM-TO-DAM RUN
This year, the organisation did not provide us with tickets, so we did not generate any revenues from
this source. This is particularly disappointing, because apart from being a nice financial contribution
this is a good event to be involved in and get our partners and sponsors athletically active.
SMALL-SCALE CAMPAIGNS BY INDIVIDUALS
-
A number of people organised campaigns for our Foundation. To support this type of initiative, we
have created an online tool, Yoko, to help people raise funds online.
The annual football day and clothing market at Desto in Utrecht raised €550.
Nursing organisation De Kraamvogel raised over €2,000 during the World Cup.
CAMPAIGNS BY COMPANIES/ORGANISATIONS
Club of 14 (campaign with national newspaper De Telegraaf): €15,000
Johan Cruyff comic book through chemist's Kruidvat: €30,000
Theatre piece ‘If you don't live, you can't score’: €3,750
Sale of Cruyff Foundation Christmas cards through Belarto: €6,122
42
Merchandise
Income target:
Achieved:
€20,000
€23,000
The revenue from the webshop is thanks in large part to the Nationale Postcode Loterij, which
purchased nearly 4,000 Cruyffie balls for the Charity Shop. Additionally, over €1,700 in Cruyff Library
books were sold.
Private fundraising
Income target:
Achieved:
€40,000
€33,133
The number of private donors in 2014 was approximately the same as in 2013. At the end of
December, there were 490 regular donors. From this group, we received €18,850 through their direct
debit authorisations. This also includes paying members of the Kids Club. We do not actively canvas
donors and Kids Club members. The Foundation directs its fundraising communications primarily
towards companies.
Existing donors and members are ‘taken care of’ as well as possible, and are kept informed of
activities if so desired.
The revenues from the small-scale campaigns by individuals, as referred to above, are also included
in the total of €33,133.
2015 TARGETS
-
One additional fundraising campaign.
Development and activation of one structural source of income.
43
‘Sport is one of
the most
important things
in my life.’
NIKITA DEN BOER (23)
AMBASSADOR: ATHLETICS FOR PEOPLE WITH A
DISABILITY
Sport
Disability
Wheelchair athletics
Spina Bifida and neurofibromatosis
‘I want to motivate young people to get out and take part in sport,
because I've seen for myself how important sport is for body and
mind. Sport plays a huge role in my life and is one of the most
important things in it. When I'm tearing down the track with my
wheelchair, it's a great feeling. That's something I really want to
give to others.’
In partnership with the Dutch Athletics Association, the Cruyff
Foundation helps people go from recreational player to athletic
talent to top athlete.
Athletics for people with a disability
44
9. COMMUNICATION
We at the Cruyff Foundation believe that to know us is to love us. That's why it's so important to
introduce the Foundation to as many people as possible, and show everyone the results we are
achieving. We also love to present the stories behind the work we do. The Cruyff Foundation strives to
give equal attention to all three of its core activities – Cruyff Courts, Sport for the disabled, and
Schoolyard14.
We convey our message through our own communication channels, but we also try to generate as
much publicity as possible on television, radio, the Internet, and in newspapers and magazines. This is
not only a matter of publicity, but also simple cost efficiency. The Foundation is assisted in its media
strategy by Hill+Knowlton Strategies.
‘With its projects, the Cruyff Foundation targets all
children in the Netherlands’
In its work, the Foundation depends on help from others. This is why the Foundation strives to
generate as much awareness of its work and its results as possible. We do this on our own, but also in
partnership with others. In 2014, a number of campaigns were undertaken to professionalise our
organisation.
-
Individual communication plans for partnerships with third parties such as sport associations were
drafted.
-
Partners of the Cruyff Foundation received a toolkit to use in their communications.
-
Schools involved in Schoolyard14 were provided with a press release to use for their purposes.
Many openings received local media attention.
-
A survey among professional football clubs assessed the interest in including the Cruyff
Foundation in club communications. This revealed that we have quite some ground to gain on the
communication front.
-
All organisations to which we provide project support were approached with the question of how to
better profile the Cruyff Foundation and its role. Reference to the support on their website is an
initial but important step.
Targets 2014
-
-
-
-
-
Over 30% of the Dutch population is familiar with the Cruyff Foundation and at least two of its core
activities.
Evaluation: 29% of people know the Cruyff Foundation for its building of playing fields for
children. 25% of people associate the Foundation's name with ‘giving children the opportunity to
do sport’ (spontaneous recognition).
60% know that the Cruyff Foundation gets children active (assisted).
Evaluation: With assisted recognition, 68% of respondents identify the Cruyff Courts.
At least one of the three core activities or the brand is demonstrably present in every form of
offline communication and campaign.
Evaluation: target was achieved thanks to structured annual communication planning.
80% of partners communicate about the Cruyff Foundation more than twice a year.
Evaluation: no figures available. The assumption is that there is still much ground to be gained
here.
80% of all projects and activities receive relevant free publicity.
Evaluation: based on an analysis of news cuttings and online publicity, this target appears to
have been reached.
Every Cruyff Foundation activity is communicated through the foundation's social media presence.
Evaluation: not achieved. After discussion with social media experts, the decision was made to
not post every activity. This quickly reached the point of overload. Only newsworthy items are
posted.
45
Image research
For the second year in a row, the Trendbox agency analysed the name recognition and image of the
Cruyff Foundation. This study was conducted online among approximately 500 respondents aged 18
and up.
Conclusion: appreciation of the work of the Cruyff Foundation remains high; on some activities, it is
even up from the previous year (91% as compared to 86% in 2013). The same can be said for
willingness to donate, which is up from 2013.
At the same time, however, familiarity with the Foundation declined somewhat, from 66% in 2013 to
59% in 2014. This is a trend that the research agency indicates is affecting all of the larger causes
specifically focusing on children and young people. The Cruyff Foundation is still in the top eight
youth-oriented charities.
Our challenge is to convert the willingness to donate into action. We see that particularly in the target
group of men up to age 35, awareness of the Foundation could be increased, as could the willingness
among this group to support the Foundation financially.
Charibarometer 2014
Every year, the Mediad agency reports on good cause organisations and assesses factors such as
their recognition, image and willingness among the public to donate. Selected results pertaining to the
Johan Cruyff Foundation for 2014 are given below.
2014
2013
Donation preference*
Trustworthiness
Appreciation
Recongnition
Image ranking
0
10
20
30
40
50
60
*Assisted donation preference
Conclusion: the Cruyff Foundation lost some ground in image ranking and recognition, but increased
its appreciation and trustworthiness perception.
This study, too, shows that willingness to donate needs to be increased. The public still sees too little
urgency in the Cruyff Foundation's work.
46
‘For me, sport is a way to stay healthy and make
contact with other people’
MAJID MAGHRBI | SPECIAL CRUYFF COURTS AMBASSADOR
Highlights
Publicity highlights in 2014 were:
-
Schoolyard14 on WijNederland.tv
-
Five clips on Wij Nederland/Goedemorgen Nederland ('Good Morning Netherlands')
-
Cruyff Foundation Seminar
-
King Games
-
Cruyff Courts 6 vs 6 World Championship
-
Opening of Cruyff Court Betondorp (Amsterdam)
-
Open Day
-
Special supplement published in national newspaper NRC in March.
Abroad, the openings of both the Xavi Hernández Cruyff Court in Spain and the Stefano Borgonovo
Cruyff Court in Italy attracted a great deal of media attention.
Media value* 2014
Cruyff Foundation
Cruyff Courts
Schoolyard14
Other
Total
€2,145,658
€1,051,473
€8,104
€902
€3,206,137
2013
€1,240,559
€1,909,235
€3,149,794
* This is media value for the Netherlands, not including the value for online media. No value figures are available
for attention in foreign media and online communication.
Online communication
WEBSITE
Visits to the website have declined since the launch of the new site in 2013. This was expected,
because the decision was made to stop publishing news stories on the site. These have been shifted
to social media.
Number of visitors
47
Unique visitors
Pages visited
Pages per visitor
Average duration of visit
48
SOCIAL MEDIA
The Foundation's social media outlets are visited at a better than average rate (source: Trendbox).
To generate maximum publicity, at the beginning of 2014 a schedule for the year was drafted to define
what is to be published when, and on what channel. This provides structure, and allows us to ensure
at the start that attention is evenly distributed among the three core activities.
Because of the sheer number of activities, in the course of the year it was decided to not put
everything on social media, but only the items with a high level of news value.
With one of our ambassadors (Soufiane Touzani), we made eight video clips showing openings and
activities on the Cruyff Courts. Soufiane Touzani is a well-known freestyle footballer and television
presenter (Z@appsport). His videos with the latest football tricks have received millions of hits online
from all over the world. This project reaches a new target group, and has raised a great deal of extra
attention to the Foundation's work.
A tumblr page for ‘Johan's 14’ has been created for news and back stories.
We are seeing a strong surge in all social media channels. One point of attention is that these are
generally very brief messages. Going forward, we will have to focus more effort on looking at the right
channels for these stories. The Foundation doesn't just want to announce that something happened,
but more importantly, the background behind it and why this work is so important.
Twitter followers
LinkedIn followers
subscribers
followers
subscribers
followers
49
Newsletters
6 x General electronic newsletters
February, April, May, June, October, December
2 x Schoolyard14 newsletters April, December
1 x Cruyff Courts newsletter April
1 x International newsletter November
2 x Progressdigi March, November
4 x Cruyffie’s Kids Club
July, August, September, December
1 x Special education newsletter October
2 x Partner newsletter August, September
The general newsletters are sent to approximately 9,000 contacts. Other newsletters have a lower
circulation, because they are sent to a specific target group.
Press releases
In 2014, 54 press releases were sent out. Most were about openings of individual Cruyff Courts. Other
subjects were:
‘Johan's 14,’ the national and world Cruyff Courts 6 vs 6 championships, and the Open Day. Most of
these press releases were sent to local and regional media.
Information packets
Information packets about the Foundation's work can be requested through the website. Most of these
are requested by primary school pupils doing an assignment. In 2014, 94 packets were requested.
Cruyff Foundation events*
The Cruyff Foundation also organised a large number of events in 2014, and was involved in various
initiatives.The most important goal this year was increasing the appreciation of the Cruyff Foundation
as an organisation getting and keeping young people active. All events with which the Foundation is
associated must contribute engaging communication and high brand value to that goal.
The events can be broken down into the following categories:
- Events for young people (with a disability): Cruyff Courts 6 vs 6 national and world championships,
and the Open Day.
-
Events focused on fundraising: Cruyff Foundation Cup, Dam-to-Dam Run, and Cooking for a
Cause.
-
Events focused on communication and/or relations management: Cruyff Foundation Seminar,
Johan Cruyff Shield, and the Volunteer Day.
-
Third-party events: the Foundation was involved in Dutch events Hoogste Wintertijd (fundraising
event) and Het Fitte Brein (focus on communication).
50
OPEN DAY
Every year, the Foundation hosts an open day in September, where children can participate in a wide
variety of sports and experience the fun of meeting other children and enjoying sports together.
The target was one thousand participants, but because invitations were sent out fairly late, the final
tally was eight hundred. In terms of communication, the goals of the Open Day were met and roundly
exceeded.
CRUYFF FOUNDATION SEMINAR
With the annual Cruyff Foundation Seminar, our goal is to bring together our stakeholders to share
knowledge with them, inspire them and connect them with a program of presentations and lectures.
This year's seminar had a prominent and topical keynote speaker in Prof. Erik Scherder. The number
of participants was six hundred, two hundred less than expected. The objective of breaking even was
not met, despite the fact that the costs came out under budget. Unfortunately, organising the Seminar
demands a lot of time from our personnel every year. With that in mind, the decision has been made
to hold the Seminar once every two years from now on.
Income target: €11,000
Achieved: €10,968
2015/2016 Target
-
Match 2014 revenues.
-
Expand connection with participating partners into multiple events/core activities.
* The events organised for the purposes of fundraising are discussed in the chapter on Marketing and
Fundraising. Events with a direct relationship to the Cruyff Courts, such as the Cruyff Courts 6 vs 6
national and world championships, are discussed in chapter 4.
51
‘Sport is a really great way to bring young people
from different backgrounds together.’
BELAID NAHARI | COMMUNITY PROGRAM AMBASSADOR
KING'S GAMES
A new foundation for the King's Games (Koningsspelen) was established in 2014. This foundation will
be responsible for organising the Games. Neither the Cruyff Foundation nor the Krajicek Foundation
(the initiator behind the event) are actively involved in the organising activities, although we are
keeping tabs on aspects relating to marketing, communication, and the profiling of the name of the
Cruyff Foundation.
Targets 2015
-
70% of the Dutch public know of the Cruyff Foundation (assisted).
-
35% know at least two of the core activities (assisted).
-
25% appreciate the work of the Foundation (per activity).
52
‘With a team,
you can really
play together.’
MIKE VAN VLIET (10)
AMBASSADOR: SCHOOLYARD14
Sport
Disability
Korfball
Deaf/hearing impaired
‘I love running around, and I'm really excited about my school
getting a Schoolyard14. I like ball games best. My twin brother and I
play korfball on the D1 team. I love to score points so you can do a
high-five with everybody afterwards. Playing with a ball by yourself
is boring, but with a team you can really play together.’
Alongside the Cruyff Courts in the community, the Cruyff Foundation
also places Special Cruyff Courts at institutions for children with
disabilities. A Special Cruyff Court is a facility modified to meet the
needs and desires of children with a disability.
53
10. THE TEAM
The team is everyone, paid or unpaid, who makes a contribution to achieving our mission of getting
young people active. In terms of growth, the Foundation makes a clear choice to not focus on growth
in number of paid employees, because we are an organisation that wishes to spend as little as
possible on ourselves. Rather, the Foundation seeks to increase the inclination to donate to our cause
by attracting the right partners to work with, and by making optimum use of enthusiastic volunteers, to
increase our recognition, support, and impact in society.
We realise that our society is changing faster than ever. The Cruyff Foundation wants to be an
organisation that moves with these changing circumstances.
‘You can't do anything alone, you have to do it together.'
Office
On 31 December 2014, there were 14 people on the Cruyff Foundation's payroll, eight with a
permanent contract and six with a temporary contract. In the month of January, and in the period from
May through September, a temporary employee provided maternity leave coverage. Throughout the
year, six work placement students provided support for all activities.
Carole Thate
Director
Esther Bilgiç
Office manager
Miranda van Holstein
Sport Projects Manager
Gino Laloli
Project staff
Ilja van Holsteijn
Cruyff Courts Manager
Ivo Smit
Cruyff Courts Account Manager
Jeroen Molenaar
Cruyff Courts staff
Niek Amelink
Cruyff Foundation Project Coordinator
Community Program
Events Manager
Joyce Rommelaar
Marketing and Fundraising Manager
Jorien Olthof
Marketing and Fundraising Staff
Bernadette van Bendegom
Communications Manager
Mariëlle Hoogland
Project Communications Coordinator
Marije Holman
Communications staff
Geertje Planken
Temporary employee in January, covering
maternity leave of Bernadette van Bendegom
Balou Smulders
Temporary employee from May to September
inclusive, covering maternity leave of Mariëlle
Hoogland
Kristiaan Timman
54
‘I don't want to just be an example for Tilburg, but for the whole country!’
AHMED HASHI | CRUYFF COURTS AMBASSADOR
ACTIVITIES OF DIRECTOR
The Director's general task is developing and, after approval of the management, implementing the
policy of the Cruyff Foundation. Her responsibilities also include preparation and implementation of
management decisions where charged to her, management in the office, the drafting of the annual
work plan and budget and submitting these documents to the management board for approval,
implementing the annual work plan and budget, and financial management. A complete list of the
Director's activities can be found in the management regulations, which can be requested from the
Cruyff Foundation.
At the end of 2014, the broad outlines of the 'World of Johan Cruyff' were drafted. This is a project
designed to optimise the partnership between the individual Cruyff organisations. The World of Johan
Cruyff will be launched at the start of 2015, and Carole Thate will then step down from her position as
Director of the Johan Cruyff Foundation and take on the management of this program. Niels Meijer,
manager of the Johan Cruyff Institute Netherlands, will succeed Carole as director of the Foundation.
SICKNESS ABSENCE
In 2014, sickness absence at the Cruyff Foundation was 1.31%, (a significant drop from 2.87% in
2013). This absenteeism percentage does not include maternity leave absence.
PERSONNEL COSTS
A complete table of the personnel costs can be found in the financial annual report. In 2014, the
salaries and social insurance costs amounted to a total of €621,884.
The other personnel costs, such as healthcare insurance, sports club membership fees, lease bikes,
and holiday allowance, totalled €49,316. Pension charges were €52,288.
BARCELONA OFFICE
Along with its headquarters in Amsterdam, the Cruyff Foundation has an office in Barcelona. Despite
sharing the same name and objective, these two foundations each work under their own management.
Susila Cruyff is the joint member of both management boards, and as such has the special task of
monitoring the overall vision, and wherever possible, promoting cooperation between the two offices.
The Barcelona office employs four paid employees.
‘It's a great honour for me to encourage young people to start
doing sport.’
CHAIMA AAFER | COMMUNITY PROGRAM AMBASSADOR
55
Management
Johan Cruyff has been patron of the Foundation since 2012. The Cruyff family remains represented on
the management board of the Foundation by daughter Susila Cruyff. The board members receive no
remuneration for their work. In 2014, the board of the Foundation consisted of the following persons:
Frank Weijers
Chair (2009 – 2019)
• CEO Unilever Benelux
Henk van der Kwast
Treasurer (2006 – 2016)
• CEO Stern Groep
• Treasurer, Netherlands Golf Federation
Pim Berendsen
Member (2013 – 2018)
• Director of Corporate & Business Development,
Van Gansewinkel
• Board member of University Fund, Tilburg University
Susila Cruyff
Member (2012 – 2017)
Michael van Praag
Member (2012 – 2017)
• Chair, Royal Dutch Football Association (KNVB)
• Member of UEFA Management
• Ambassador, ‘Towards a safe sporting climate’
Ewald Kist
Member (2005 – 2015)
• Director/owner of investment company
Rinefardo Beheer B.V.
Leo van Wijk
Member (2005 – 2015)
Members are appointed for five-year periods. They can be reappointed on two occasions. Exceptions
are permitted in extraordinary cases. The management of the Cruyff Foundation will decide on any
such exceptions. The management operates remotely, and is primarily engaged in evaluating the
annual work plan including budget, and the annual accounts and annual report. Through interim
reports, the management acts as a sounding board for the executives and employees of the
Foundation. A new chair was appointed in 2014. The board met twice in 2014.
The tasks of the management are:
- End responsibility for what goes on at the Johan Cruyff Foundation
- Policy monitoring
- Advising the Director
- Approving the annual plan and budget
Separation between supervisory and implementation activities
The Director and the management have different tasks, authorities, and responsibilities. The individual
tasks, authorities, and responsibilities are set out in the articles and the management regulations.
56
Profiles and background
For appointment as a member of the board, we look at background, affinity with present and potential
board members and the Cruyff Foundation, and connection to the cause.
Board Member
Leen Hollander
Ewald Kist
Leo van Wijk
Henk van der Kwast
Frank Weijers
Susila Cruyff
Michael van Praag
Pim Berendsen
Area of expertise
Business sector, network
Financial institutions, business sector
Business sector, internationalisation
Finance
Marketing, fundraising
Family
Sport, management
Business sector, marketing
GOOD GOVERNANCE CODE
The management and the board of the Cruyff Foundation endorse the three fundamental principles of
Good Governance described in the Good Governance Code for Charities (Association of Fundraising
Institutions, 2005) and those set out by the CBF (Central Bureau for Fundraising) in 2008 in the CBF
Quality Mark Regulations:
within the institution, the function of ‘supervisory activities’ must be clearly separated from the tasks of
both ‘management’ and ‘implementation’;
the institution must work on an ongoing basis towards optimum spending of resources to ensure that
the achievement of the objective is worked towards effectively and efficiently;
the institution strives to maintain optimal relations with stakeholders, with a focus on the provision of
information and the receipt and assimilation of needs, questions, and complaints.
VOLUNTEERS
The Cruyff Foundation depends on volunteers for the execution of all events. In 2014, the number of
active volunteers working for the Cruyff Foundation was 168.
Volunteers are used in the various events such as the Open Day, Cruyff Courts 6 vs 6, and the
national and world championships. Additionally volunteers in the office have helped with preparation
for the events. The foundation will continue to use, and, wherever possible, expand, its volunteer base
in 2015. Transitioning to another work environment will simplify the way this group works remotely.
Efforts last year to expand the pool of volunteers were not successful. The number of volunteers
signing up remains essentially equal to the number of volunteers we lose for reasons such as moving
out of the area or finding a job.
‘Sport is my life’
ROBIN VAN DAMME | AMBASSADOR, ATHLETICS FOR PEOPLE WITH A DISABILITY
57
NEW VOLUNTEERS
New volunteers are invited for a personal interview. They then receive the volunteer's booklet which
sets out the code of conduct, core values, and rules of volunteer work that the Cruyff Foundation
adheres to. All volunteers are asked to submit a certificate of good conduct.
VOLUNTEER DAY
In 2014, the Cruyff Foundation once again held its annual volunteer day to thank everyone for their
dedication and effort. For the first time, the day was organised by event volunteers, and held at The
Beach in Aalsmeer. Over 35 volunteers came along and participated.
Ambassadors and ‘Johan's 14’
The Foundation is fortunate to be able to count on the participation of numerous current and former
professional athletes and Dutch celebrities willing to volunteer on activities, events, and projects. Their
support and efforts draw much-needed attention to important subjects like the importance of support
for children with disabilities. The Foundation does not have a fixed pool of ambassadors engaged as
the face of the Foundation. This is a deliberate choice on our part, because naturally, the primary
ambassador is the man whose name the Foundation bears.
‘Johan's 14’ are also the Cruyff Foundation's ambassadors, and are engaged in the support of various
activities of the Foundation. 'Johan's 14' represent a broad spectrum of the Cruyff Foundation's
activities. Because not all young people are as adept with and active on social media as others, and
some take more initiative in promoting the work of the Foundation than others, the Foundation needs
to spend more effort in assisting and training 'Johan's 14'.
58
‘The Foundation
lets me reach
people faster to
tell them about
my experiences.’
RICK SMEETS (17)
AMBASSADOR: SPORT AND DIABETES
Sport
Disability
Football
Diabetes
Rick loves football, and spends a great deal of time playing it every
week despite his diabetes. ‘I love telling everyone who wants to
listen about my experiences with diabetes in combination with toplevel sport. I know that it can be done. Through the foundation, we
can reach more people faster to tell them about our experiences.’
The partnership between the Cruyff Foundation and the Bas van de
Goor Foundation revolves around three initiatives: Junior Cup
Diabetes, Sport Camps, and Sports Days. All these share the goal
of getting children with diabetes active in sport.
Sport and diabetes
Getting young people moving
59
11. FINANCIAL OVERVIEW
Statement of income and expenditures for 2014.
Income
Earned 2014
€3,470,651
Budget 2014
€3,355,032
Earned 2013
€2,060,586
€1,831,893
€2,249,950
€1,693,725
€82,184
€80,000
€74,145
€5,384,728
€5,684,982
€3,828,456
€1,495,023
€1,623,898
€1,518,482
€2,203,339
€998,344
€1,378,837
€1,320,311
€377,293
€356,785
€4,701,375
€535,606
€5,554,279
€336,342
€3,335,877
€297,909
€337,932
€302,588
€124,621
€76,326
€109,917
€13,155
€13,163
€12,995
€435,684
€427,421
€425,500
Management & administration
Costs of
€92,082
€92,140
€90,968
management &
administration
Sum of expenditures
Result
€6,073,840
(€388,858)
€3,852,345
(€23,889)
Income from direct
fundraising
Income from thirdparty campaigns
Interest earnings and
investment earnings
Sum of income
Expenditures - Expenditure on objectives
Core activity: Sport
€1,447,271
for young people
with a disability
Core activity: Cruyff
Courts
Core activity:
Schoolyard14
PR/Awareness
Income generation
Costs of direct
fundraising
Costs of third-party
campaigns
Costs of obtaining
grant funding
€5,229,140
€155,588
Profit appropriation 2014
Addition/withdrawal to:
Continuity reserve
Special purpose reserves
Designated fund
Other reserves
€76,704
(€134,145)
€202,000
€11,028
€155,588
Future direct fundraising initiatives of the Cruyff Foundation are not obligations towards a third party,
and consequently cannot be included in the statement of income and expenditure. However, it is
important to note that the expenses for these initiatives are documented and set aside (special
purpose reserves) from the result. The other reserves will, to the extent possible, be spent on the
three core activities of the Cruyff Foundation (Cruyff Courts, Schoolyard14, Sport for the disabled) in
2015 and subsequent years.
60
The figures for the year 2013 as set out above differ somewhat from the 2013 annual accounts, for the
reason that the 2013 figures were adjusted in accordance with the new formula used from 2014 on,
this in order to facilitate comparison between the figures of each year.
Annual accounts
BALANCE SHEET AS AT 31 DECEMBER 2014
(after appropriation of result)
Assets
Tangible fixed
assets
Receivables
Cash and cash
equivalents
2014
€62,475
2013
€22,616
€2,745,670
€6,681,966
€2,294,536
€4,565,049
€9,490,111
€6,882,201
Liabilities
Reserves and
funds
Reserves
Continuity
reserve
Special purpose
reserves
Designated fund
Other reserves
€1,477,662
€1,400,958
€1,068,413
€1,202,558
€535,961
€290,540
€333,961
€279,512
Long-term
liabilities
Current liabilities
€3,372,576
€106,375
€3,216,989
€110,558
€6,011,159
€9,490,111
€3,554,654
€6,882,201
A full financial overview can be found in our financial annual report, which can be requested from the
Foundation or downloaded from our website.
Budget 2015
Budget 2015
Earned 2014
Budget 2014
Earned 2013
€3,392,000
€3,470,651
€3,355,032
€2,060,586
€2,045,000
€1,831,893
€2,249,950
€1,693,725
€80,000
€82,184
€80,000
€74,145
€5,517,000
€5,384,728
€5,684,982
€3,828,456
Income
Income from
direct
fundraising
Income from
third-party
campaigns
Interest
earnings and
investment
earnings
Sum of income
61
Expenditures
Expenditure on
objectives
Core activity:
Sport for young
people with a
disability
Core activity:
Cruyff Courts
Core activity:
Schoolyard14
PR/Awareness
Income
generation
Costs of direct
fundraising
Costs of thirdparty campaigns
Costs of
obtaining grant
funding
Management &
administration
Costs of
management &
administration
Sum of
expenditures
Result
€1,526,252
€1,447,271
€1,495,023
€1,623,898
€2,286,636
€1,518,482
€2,203,339
€998,344
€1,087,112
€1,378,837
€1,320,311
€377,293
€380,000
€5,280,000
€356,785
€4,701,375
€535,606
€5,554,279
€323,347
€3,335,877
€352,000
€297,909
€337,932
€263,602
€77,000
€124,621
€76,326
€135,907
€15,000
€13,155
€13,163
€38,986
€444,000
€435,684
€427,421
€438,495
€95,000
€92,082
€92,140
€142,949
€5,819,000
€5,229,140
€6,073,840
€3,852,345
(€302,000)
€155,588
(€388,858)
(€23,889)
CBF%=10%
CBF%=9%
CBF%=10%
CBF%=12%
62
12. FUTURE
The four subjects that lie at the heart of the work of the Cruyff Foundation are becoming increasingly
relevant in society. Health, community, personal growth, and social engagement are all subjects that
come up in the media on a daily basis.
Everyone wants to be healthy and stay healthy as long as possible. In the end, it's what makes people
happy, and this is a very interesting point to consider from a societal cost-benefit perspective. By
getting young people exercising, the Johan Cruyff Foundation is making an important contribution in
this area. Because if children can be taught early on how much fun it is to be active, and have the
opportunity to lead an active life, they will continue to do so their whole lives.
Quality of life in communities, treating each other with respect, personal growth, teaching children to
discover their own talents, preparing them for a real place in society, and getting everyone involved; all
these are themes that contribute to making a better world.
On all these fronts, the Foundation wants to be a positive force. And we start by getting young people
moving. But we can't do this alone. Our goal is to be even better known, and even more appreciated,
for our work. We never stop looking for strong partners to work with. These may be schools or clubs,
but can also be governmental institutions and businesses large or small.
In 2015, we will be unveiling a method developed to assess the impact of our work. By substantiating
our arguments with figures, we will be able to show how effective the Foundation's work is.
2015 is sure to be another busy year for the Foundation.
-
In Sport for the disabled, we will be constructing a Schoolyard14 and four Special Cruyff Courts at
thirty special education institutions. The partnerships with the seven sport associations will be
intensified.
-
In 2015, the 200th Cruyff Court will be opened with a festive event.
-
Seven Cruyff Courts are scheduled for replacement, and three are slated for the addition of
multifunctional facilities. Tap water facilities will be installed at 75 Cruyff Courts.
-
We will be working with sports associations and federations to develop activities on the Cruyff
Courts.
-
Meanwhile, more and more Cruyff Courts are springing up internationally, and a replacement
model is being developed.
-
Seventy-five new schools will be helping their pupils move more by getting on board the
Schoolyard14 project. Municipalities and schools will be actively approached to join them.
-
Of course, making all our plans a reality will require money. The annual contribution from the
Nationale Postcode Loterij is indispensable, and we are therefore extremely happy that we have
guaranteed the continuation of this partnership for the next five years (2015-2019). We will be
strengthening ties with our existing partners to ensure that both sides get the most out of our
partnership. We continue to search for new opportunities to fund our mission, from organising our
own events to attracting new sponsors and partners.
And as we continue to pursue our mission in 2015, we can use every helping hand we can get.
2020 Target
We have created an international movement to get young people moving, and keep them moving, built
on a clear, relevant, and distinctive message and project approach.
63
‘I want to qualify
for the 2018
Winter Games.’
JEROEN KAMPSCHREUR (14)
AMBASSADOR: ADAPTIVE SKIING
Sport
Disability
knee joints
Para-skiing
born with no shins and poorly developed
‘In 2010 I participated in the From FoUNdation to Talent day
put on by the Cruyff Foundation and NSkiV. Now, I spend
eight weeks a year abroad training and competing. I'm on
the potentials team, and in March I went to Sochi to watch
and learn. I'm going to train hard and qualify for the 2018
Winter Games.’
In cooperation with the Cruyff Foundation and NOC*NSF,
NSkiV is working hard to increase the winter sport offerings.
The joint program ‘From FoUNdation to Talent’ was
launched in 2010 to give young people with a physical
disability an avenue to become a winter sports athlete.
Adaptive winter sports
64
‘By training hard,
you can achieve
a lot.’
CORNÉ DE KONING (23)
AMBASSADOR: ADAPTIVE ROWING
Sport
Disability
Rowing
congenital leg abnormality
‘Alongside my job, I train as often and as hard as I can to
keep getting better. I live a healthy lifestyle and I keep my
body in the best shape possible. I think that I can show
people that you can achieve so much if you just work hard
enough for it. By training hard, you can achieve a lot.’
The Cruyff Foundation wants to promote rowing among
young people with disabilities as a sport, and plans to work
with the Royal Netherlands Rowing Federation to do this.
A-rowing
65
Publication information
Copy
Johan Cruyff Foundation
Pim van Rooijen
Photography
United State of Fans (‘Johan's 14’) Broer van den Boom
Ilja van Holsteijn
Linda de Niet
Herman van der Wulp
Design
TOMIS visual communication
Printing
Zwaan Printmedia
© Copyright Johan Cruyff Foundation
P99
P100
Olympisch Stadion 5 | 1076 DE Amsterdam | Netherlands
www.cruyff-foundation.org | [email protected]
cruyfffoundation | @JCFoundation | johancruyfffoundation
66

annual report 2014 - Cruyff Foundation

Transcription

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Appendix VII