What is your clubs purpose?
and why all the great clubs have one.
Do you know? Would other members share the same understanding of your club’s purpose?
Has your club taken the time to define its purpose—perhaps through a mission statement or another written declaration?
A well-defined purpose has the power to unite and inspire people to achieve results they might not reach otherwise. It acts as a framework for setting long-term goals and gives direction to both individuals and the club as a whole.
In practice, aligning thousands of members with a shared purpose creates momentum that steers the club toward its aspirations. Just as a compass helps you navigate, a clear purpose ‘aims’ all the individuals within the club in the same direction.
The Benefits of Purpose
On a personal level, individuals with a sense of purpose often exhibit greater goal engagement and resilience. They tend to have positive psychological traits such as optimism, hope, and life satisfaction, as well as higher self-esteem and confidence in their abilities. These traits fuel motivation and focus, even in the face of setbacks.
Purpose can be likened to a lighthouse guiding a ship through calm and stormy seas alike. Without it, long-term goals are easily lost.
From a club perspective, when volunteers, employees, and members align with a shared purpose, the benefits extend beyond organisational success. Individually, being purpose-driven supports eudaimonic well-being—associated with better mental and physical health.
Research suggests that individuals with a sense of purpose experience fewer chronic diseases, lower risks of dementia, and reduced likelihood of premature mortality. Conversely, lacking purpose can contribute to depression, loneliness, and anxiety.
Motivation and Purpose
In previous posts, I’ve discussed intrinsic and extrinsic motivation in greater depth. In brief, our motivation is not fixed, and having a sense of purpose helps everyone in the club’s ecosystem stay focused on long-term goals while keeping intrinsic motivation alive.
People who are intrinsically motivated show greater resilience, better engagement of higher brain functions, and deeper contextual understanding. This makes them not only higher performers but also more likely to stay committed to their roles over time.
Purpose plays a key role in building self-belief and self-efficacy, both of which underpin intrinsic motivation. When members, volunteers, and employees feel intrinsically motivated, the benefits ripple out to the entire organisation and enhance their personal well-being.
Discovering Your Club’s Purpose
So, how can you develop a purpose for your club?
Start with its history. Why was your club founded? Did the original founders articulate a purpose, and has it been lost over time? Seek input from current members—ask them to share their understanding of why the club exists. You’ll likely gain valuable insights.
When it’s time to refine this information into a clear purpose, here are some guidelines to consider:
Aim for Something Bigger: Go beyond simply stating that your club exists to play “sport ABC.” People are drawn to causes larger than themselves. Consider how playing your sport contributes to broader societal benefits. For example: “To improve the quality of life for our members through sport, fostering connections and nurturing each individual within our club’s community.”
Make It Timeless: A purpose isn’t a goal that can be ticked off—it’s a guiding light. Avoid specific, outcome-driven objectives, and instead focus on principles that remain relevant through all circumstances.
Be Specific: While a purpose is broader than a goal, it shouldn’t be vague. For instance, if your club aims to support the growth of the sport, define how you plan to do so—whether by fostering junior development, competing at a national level, or engaging with local schools.
Crafting a purposeful statement isn’t about perfection; it’s about clarity and inspiration. Done well, it provides a steady beacon that guides your club through the challenges and triumphs ahead.
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