Harnessing the Rams brand for the good of the community

In the latest edition of Marketing Derby’s Innovate Magazine, we catch up with Simon Carnall and his team at Derby County Community Trust, to find out how they are making a real difference to people’s lives.

Away from the glare of the floodlights, the charitable arm of the Rams uses the power of the Derby County brand to help change lives.

For example, last year alone, Derby County Community Trust helped more than 30,000 local people to become more active, improve their health and education or increase their opportunities.

Simon, who is head of community at the trust, tells Innovate: “You would struggle to find a brand locally which resonates as much with people as Derby County.  Everybody knows the football club.

“The name holds great power, and we are able to use that power to change lives.

“Quite often the focus of a football club is, understandably, what happens on the pitch at 3pm on a Saturday.

“But what happens on that pitch and those who represent the club also have the ability to unite, inspire and propel positivity across our entire community.”

The trust runs more than 60 programmes – representing a £3 million annual  investment – to help participants improve their wellbeing or develop new skills.

The work is hugely varied, ranging from aiding cancer recovery to dealing with addiction, providing education for young people in danger of exclusion from school, reducing social isolation for the elderly and persuading young men to talk about their mental health concerns.”

Simon said: “All of our efforts are designed to achieve four key objectives: supporting good health and wellbeing, developing more active communities, optimising life chances and building community pride.

“We love Derby and Derbyshire, but we know many within our communities are experiencing huge challenges.

“We have comparatively high levels of families living in poverty, of homelessness, of obesity, of self-harm and alcohol abuse and life expectancy varies by more than 10 years depending on where you are born within our city.

“We are doing everything we can as a trust to assist those dealing  with some of these issues.”

Much of the trust’s £3 million plus annual budget comes from organisations like the Premier League, English Football League, local authorities or public health who commission the organisation to deliver specific services.

But it also raises substantial revenues of its own through initiatives such as Trust Partners, which harnesses the support of a network of 30 local businesses.

And it also receives tremendous backing from Rams fans – never more so than last year when Derby County were in administration and looked, before their rescue by businessman David Clowes, like they might go out of business.

Simon said: “From coming together to support our sensory room, to funding thousands of tickets through the Rams Family Fund, the connection between our organisation and supporters was historic.”

To read the full feature visit https://heyzine.com/flip-book/8867b12b48.html#page/24 .

Tickets are also now on sale for a fundraising ball, which will raise important funds for Derby County Community Trust.

It will take place on 6 July at the Ednaston headquarters of Clowes Developments the business belonging to Derby County owner David Clowes.

For more information and to book tickets visit https://www.derbycountycommunitytrust.com/fundraising-and-events/events/black-and-white-fundraising-ball .