Sport for Social Development Concept Paper by LBGF

1. LBGF – Concept Paper – Sport for Social Development | Confidential
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Concept Paper
Enriching the Lives of Disadvantaged Children through Golf!
Sport for Social Development Projects
A Strategic Partnership
The Department of Social Development and The Lee Bromley Golf Foundation
19 June 2014

2. LBGF – Concept Paper – Sport for Social Development | Confidential
ABBREVIATIONS
DSD Department of Social Development
LBGF Lee Bromley Golf Foundation
KZNGU KwaZulu-Natal Golf Union
SAGDB South African Golf Development Board
M&E Monitoring and Evaluation
MSC Most Significant Change
NSD Network for Social Development
CSI Corporate Social Investment
LTAD Long Term Athlete Development

3. LBGF – Concept Paper – Sport for Social Development | Confidential
TABLE OF CONTENTS
ABSTRACT
INTRODUCTION........................................................................................2
METHODOLOGY OF THE CONCEPT PAPER……………………………………………….3
1. RATIONALE………………………………………………………………………………………………3
2. PROJECT DESCRIPTION…………………………………………………………………………….4
a. Goals and Objectives……………………………………………………………………..5
b. Methodology and Timelines…………………………………………………………..6
c. Keys to Success……………………………..……………………………………………….7
3. A CONCEPTUAL FRAMEWORK………………………………………………………………….7
4. SUPPORT…………………………………………………………………………………………………8
5. BUDGET…………………………………………………………………………………………………..9
6. CONTACT INFORMATION……………………………………………………………………….10

4. LBGF – Concept Paper – Sport for Social Development | Confidential
ABSTRACT
In July 2013, Mr Lee Bromley, a professional golfer since 1994, entered into an agreement
with Howick Golf Club, KwaZulu-Natal, South Africa, as the Head Professional Golfer, to offer
professional golf services and to develop golf.
Upon commencement, Bromley was astounded by the number of children living in poor
conditions in the informal settlement, Shiyabazali, which borders the golf course. After a
meeting with the uMngeni Mayor, the Honourable, Cllr Mbali Myeni, Bromley visited the
settlement and presented an opportunity to the Headman for the children to learn golf at
Howick Golf Club. After a few coaching sessions, Bromley realised that the children were
learning more than just golf. A vision for using golf as a tool to provide the children with the
ability to better themselves and learn important life skills was created. The Howick Golf Club
Project soon proved very successful and LBGF soon realised that the model created can, and
should be implemented across KwaZulu-Natal and beyond.
The LBGF Midlands GC Project was launched on Saturday, 5 October 2013 after Midlands
Golf Club approached LBGF to set up and implement a replica of the LBGF Howick GC Project
at Eddels Driving Range, in Pietermaritzburg. The implementation process was smooth and
efficient, due to the tried and tested model created at LBGF Howick GC Project, proving that
the LBGF model can be successfully implemented throughout KwaZulu-Natal and beyond.
LBGF’s expertise and experience in creating a suitable coaching model and successfully
launching a second project created an influx of interest in the program. Radio stations,
newspapers and golf governing bodies requested interviews and meetings to find out more
information on LBGF. In just 3 (three) months, LBGF had over 100 (one hundred) registered
children in its program; more than any other golf development program in South Africa had
previously achieved.
LBGF was contacted about the possibility of launching another 4 (four) projects, based on
the successes of the LBGF Howick GC Project and LBGF Midlands GC Project. The LBGF
Sobantu Project, LBGF Edendale Project, LBGF Spumelele Project and LBGF Mevana Projects
were launched in 2013 and clearly defines LBGF as the market leader and most successful
golf development organisation in South Africa, with the enrolment of over 400 (four
hundred) children in just 6 (six) months, in 7 (seven) Projects.
After a comprehensive SWOT analysis of several golf development organisations and social
development organisations, LBGF has realised that it has the necessary drive, expertise,
commitment and coaching model to produce South Africa’s next generation of leaders,
business professionals and civil servants, while assisting in alleviating poverty.
The Department of Social Development (DSD) will benefit greatly by partnering LBGF and, in
turn, LBGF is certainly the best suited organisation assist in achieving the mutual objectives
of the DSD and LBGF. This partnership will provide the opportunity for the launch of many
more projects, corporate alliance developments and instrumental in changing the lives of
disadvantaged children by ensuring they excel in life.

5. LBGF – Concept Paper – Sport for Social Development | Confidential
INTRODUCTION
LBGF is a “Grass Roots” initiative and “First Touch” program that introduces golf to
disadvantaged children from deprived areas, with the purpose of providing them an
opportunity to build character and learn important life skills, such as;
Integrity
Self-respect
Courtesy
Sportsmanship
Confidence
Perseverance
Patience
Social Integration
Responsibility
Judgement
Punctuality
LBGF is a youth development organisation that uses the Long Term Athlete Development
(LTAD) model, with age appropriate skills activities to assist in the development stages that
all individuals go through, whether they are physical, emotional or social.
More than a golf learning centre, LBGF provides a positive impact on children, their families
and their communities through the great game of golf. It provides the perfect framework for
optimal growth, development and maturation through golf.
The DSD and LBGF share the same vision and goals and this synergy provides the perfect
platform for a mutually beneficial partnership. The DSD and LBGF are both committed to
social transformation and creating a better life for the poor, vulnerable and excluded people
in the South African society. A partnership with the DSD will enable LBGF to implement its
extensive expansion plan, realise financial sustainability and create further partnerships
within the communities, private and public sectors in which it plans to launch social
development projects.
METHODOLOGY OF THE CONCEPT PAPER
The Concept Paper has been created on the request of the DSD, by LBGF, based on the LBGF
Business Plan and Expansion / Roll-Out Plan. The purpose of the Concept Paper is to provide
the DSD with an insight to how LBGF has already impacted on the lives of disadvantaged
children and how a partnership between the DSD and LBGF will enable both parties to
achieve their common objectives in a more efficient and expanded manner.

6. LBGF – Concept Paper – Sport for Social Development | Confidential
1. RATIONALE
The need for youth development programs is validated and magnified by information that
attributes long-term value to children in these programs. Numerous studies document the direct
value of children participating in sports. These studies demonstrate that involvement in
development programs, such as LBGF, results in reducing the potential to become involved in
drugs, sex, crime and gang-related behaviours. Furthermore, it gives children the grounding to
build character and learn important life skills. The economic, social and personal value of
investing in the lives of children produces a positive impact on the communities and country.
LBGF provides opportunity that serves as a personal reference for children throughout their
lives. LBGF wants to empower the children to grow up to be successful citizens and leaders in
their community. Offering hope and opportunity for a better future is what drives us.
2. PROJECT DESCRIPTION
The LBGF Howick GC Project was launched on 18 July 2013 with the LBGF Coaching
Model and has been very successful thus far. This project, the “pilot project”, has
allowed LBGF to create workable model that can be recreated and implemented in any
environment. It has also ensured that the coaching model has been fine tuned to
accommodate the initial difficulties experienced, as well as identifying which
fundamentals are efficient and allowed the substitution of fundamentals less efficient.
LBGF has launched 7 (seven) projects and has over 400 (four hundred) disadvantaged
children’s lives being enriched;
LBGF Howick GC Project (uMngeni) - 63 Children (40 Boys and 23 Girls)
LBGF Midlands GC Project (Msunduzi) - 64 Children (54 Boys and 10 Girls)
LBGF Sobantu Project (Msunduzi) - 82 Children (47 Boys and 35 Girls)
LBGF Edendale Project (Msunduzi) - 87 Children (53 Boys and 34 Girls)
LBGF Mevana Project (uMngeni) - 41 Children (34 Boys and 7 Girls)
LBGF Spumelele Project (uMngeni) - 56 Children (38 Boys and 18 Girls)
LBGF LIV Village Project (Ndedwe) - 15 Children (8 Boys and 7 Girls)
LBGF has a complete model that enriches the lives of disadvantaged children through
golf! It is tried, tested and proven! LBGF looks forward to expanding and implementing
further projects throughout KwaZulu-Natal, together, with the DSD. Incorporating life-
skills elements into a golf coaching program, not only creates the perfect social
transformation platform, it is also assists in creating transformation in the sporting code
of golf. The children learn the fundamentals of life and how to excel while having fun in
a safe and friendly environment.

7. LBGF – Concept Paper – Sport for Social Development | Confidential
a. Goals and Objectives
LBGF’s main objective is to enrich the lives of disadvantaged children through golf.
LBGF will be involved in activities that promote sport, specifically golf, for all
impoverished, previously and currently disadvantaged youth in South Africa. Through
these activities, it is envisaged that the children with whom LBGF will work, will gain
new skills with which to better themselves through learning important life and social
skills, and empowering themselves with the skills to grow up to be successful citizens
and leaders in their communities.
Enrol as many children as possible in the project, with the launch of projects
initially throughout KwaZulu-Natal and beyond;
Establish, implement and consistently manage a coaching philosophy with
structured levels of progression;
Create national and international awareness of LBGF projects and the coaching
model;
Implement a corporate development process to align with business partners that
share the same vision and are looking to invest through their Corporate Social
Investment initiatives;
Train certified coaches, mentors and assistants for each project run by LBGF;
Integrate non-athletic components into LBGF projects, such as educational
assistance, counselling, medical evaluation and community service;
Engage with local, provincial and national government to identify new project
areas, and request assistance in creating awareness and the development of
corporate alliances;
Enrol each child who has participated in a project as members of a golf club,
affiliated to the South African Golf Association, with official handicaps;
Establish and implement a state of the art training academy;
Develop and implement a Long Term Athlete Development Model;
Ensure the sustainability and growth of LBGF by way of flow from income (and if
necessary, capital) from the General Capital Fund as well as from donations;
Maintain the fund into which unspecified donations from corporations and
private individuals shall be paid and invested.

8. LBGF – Concept Paper – Sport for Social Development | Confidential
b. Methodology and Timelines
The LBGF LTAD coaching model will be implemented from the first session and
progress will be made, monitored and evaluated, as it would for any LBGF Project.

9. LBGF – Concept Paper – Sport for Social Development | Confidential
The Active Start and FUNdamentals phases are designed to build physical and
movement skill development and general foundation, leading to typical initiation of
golf specific entry programs. The next three phases (Learn to Play, Train to Play and
Learn to Compete), focus on the sport specific aspects of golf and initiate the
importance of competition play. The Train to Compete phase focuses on the high
performance expectations, attention to detail and comprehensive evaluation / review
process. The following phases (Train to Excel and Excel) focus on the process of ascent
to the highest level of competitive play.
LBGF will utilise its comprehensive and meticulous coaching model to ensure all
enrolled students are given the best possible opportunity to excel in golf and in life.
The implementation of LBGF’s coaching plan does not require a highly technical golf
coaching facility or the use of private golf facilities. It will focus on getting as many
children into the program as possible, using the current school infrastructure and
providing a “fun” introduction to golf, in the children’s environment.
Agreements with private golf facilities will be negotiated and entered into, for future
use, as and when the girls have progressed to the required level of competence. A
state of the art, High Performance Golf Centre for the will be a medium to long term
goal and will form part of LBGF’s “Corporate Alignment Process.”
LBGF’s coaching plan is simple, but highly productive and certainly cost effective;
LBGF Coaching Curriculum Timeline:
Curriculum based on LBGF 5 Level Golf Specific LTAD Coaching Model
(Fundamental Movement Skills + Fundamental Sports Skills = Physical Literacy Level)
Individual assessments at each level

10. LBGF – Concept Paper – Sport for Social Development | Confidential
c. Keys to Success
3. A CONCEPTUAL FRAMEWORK………………………………………………………………….7
Definitions: Social Development’s theory of social change can be enclosed in two key
definitions; of empowerment and social inclusion. These two definitions are as follows:
Empowerment is the enhancement of assets and capabilities of diverse
individuals and groups to engage, influence and hold accountable the institutions
which affect them.
Social Inclusion is the removal of institutional barriers and the enhancement of
incentives to increase the access of diverse individuals and groups to assets and
development opportunities.
(Source: World Bank www.worldbank.org)
LBGF has designed a coaching model within its framework which addresses the issues
of reducing poverty and provides future generations with the necessary tools and
resources to excel in life. Empowerment and Social inclusion are the two key elements
of the LBGF program by ensuring the children have a solid foundation in which to
empower themselves to make informed choices about their future and to ensure that
they are aware of their importance in society.
The LBGF framework alleviates all the barriers that currently exist within deprived
communities and creates a perfect pathway for the children to gain the power to
change their communities, create a better life for themselves and future generations.
This deep structure caters for physical, cognitive and emotional development in which
the children develop a solid set of principles, which they will use to excel in life.
Keys to Success
Expand into new areas within KwaZulu-Natal to provide access to all disadvantaged children in the
province through the implementation of the LBGF strategic plan.
Secure the support of Local, Provincial and National Government, Provincial, National and
International Golf Bodies.
Continue to develop the corporate alliance base and fundraising efforts to ensure financial
stability of the foundation.
Ensure coaching philosophy and methodology is consistently administered in all LBGF Projects.
Implementation of a sound coaching accreditation program.
Procurement of state of the art coaching and training equipment, technology and applications.
Utilise the school system to enrol children into the foundation and compliment current Schools
sports curriculums.
Creation of partnerships with reputable tertiary education institutions and the setup of
scholarships for LBGF children with elite skills level in academics and/or sport.

11. LBGF – Concept Paper – Sport for Social Development | Confidential
Launch Project with Day and
Time set for sessions
Conduct Demo at School or in
Community to recruit
Children
Presentation to School
Principal or Community Head.
Set Date and Time for Demo
Identification of
Disadvantaged Schools and
Communities
Meeting with Municipality
and Local Government Youth
Development Officials
LBGF’s vision has no boundaries and plans to launch as many projects as resources will
allow. The current expansion is based on the ability to recruit, train and accredit as
many coaches, mentors and assistants, as possible, in the shortest period of time. This
will provide LBGF with a workable implementation and expansion model.
Each LBGF Project will be launched under the guidance and direct instruction of the
Founder, Mr Lee Bromley. Initially, a project will conduct sessions once a week with all
children being coached in the “Active Start” level and potential coaches will be given
practical training before completing the accreditation process.
LBGF plans to expand throughout KwaZulu-Natal with the launch of twenty five new
projects. The simple process in Project Identification will ensure LBGF reaches this
target;
LBGF has designed a simple but effective expansion process;

12. LBGF – Concept Paper – Sport for Social Development | Confidential
1. LBGF will engage with Municipalities and Local Government Youth Development
Officials to present the LBGF model and obtain the endorsement of the
Municipality to set up a LBGF Project.
2. Disadvantaged schools and communities will be identified and a meeting with the
school principal or community head will be set up.
3. A presentation of LBGF to the school principal and/or community head. A date and
time will be confirmed for the demonstration of LBGF to the disadvantage children,
to attract them to participate in the project.
4. A demonstration is held at the school or in the community.
5. Registration for the LBGF Project is completed and a launch date and schedule is
set for the local LBGF Project.
Given the number of municipalities in the KwaZulu-Natal Province, LBGF expects to cover
the 12 district municipal areas within a 5 (five) year period, dependent on LBGF’s resources
and fund raising efforts. In order to achieve this, LBGF has to ensure that each step in the
process is continuously maintained in conjunction with the Coach Development Program.
4. SUPPORT
LBGF is currently supported by the following institutions and organisations;
SuperSport Let’s Play
KwaZulu-Natal Golf Union
KwaZulu-Natal Ladies Golf Association
South African Golf Development Board
KZN Midlands Golf Association
Awesome SA
Together SA
SNAG Africa
Gowrie Farm
Champions Uncovered
Golfers Africa
SA Kids Golf
EQ-Advantedge
Cloud 9 Golf
Howick Golf Club
Midlands Golf Club

13. LBGF – Concept Paper – Sport for Social Development | Confidential
5. BUDGET
LBGF annual budget takes into account the number of expected Project launches through
the year. In order to do this, it is important to understand the individual needs of each
project. Typically, each individual LBGF Project budget will be as shown below;

14. LBGF – Concept Paper – Sport for Social Development | Confidential

15. LBGF – Concept Paper – Sport for Social Development | Confidential
6. CONTACT INFORMATION