17 SPORT AND THE NFL
MEASURING SROI FOR NFL’S “SALUTE TO SERVICE” INITIATIVE
There is a rising interest in the social approach and quantification of purposeful initiatives across various sporting entities.
As part of the NFL’s commitment to driving positive social impact through its assorted social good initiatives, the NFL commissioned 17 Sport & Substance to conduct a Social Return on Investment (SROI) study. This work will help the NFL quantify the difference it is making through its Salute to Service initiative by having a robust and complete picture of the social value generated through this initiative.
The NFL’s Salute to Service initiative is the League’s year-round effort, highlighted in November, to Honor, Empower and Connect with our nation’s service members, veterans, and their families. It is grounded in deep partnerships with military and veteran support organizations which include the Bob Woodruff Foundation (BWF), Pat Tillman Foundation (PTF), Tragedy Assistance Program for Survivors (TAPS), United Service Organizations (USO), and Wounded Warrior Project® (WWP). Since 2011, the NFL has raised more than $58 million for its Salute to Service partners.
As part of our SROI measurement process, 17 Sport and Substance hosted a collaborative Design Sprint with NFL stakeholders to develop a Theory of Change focused on intended outcomes and KPIs for the Salute to Service initiative. Based on the Theory of Change, key impact indicators were developed to measure the social value for society that the NFL has created in conjunction with its military and veteran support organizations.
We designed this study to help improve the initiative's effectiveness in two ways: first, by assisting the NFL in supporting the change they want to deliver, and second, by working with the NFL’s Salute to Service partners to ensure these changes are being generated. The findings have also allowed the NFL to share the deeper story about the difference in the world the Salute to Service initiative is making, alongside its Salute to Service partners through the initiative.
What is Social Return on Investment?
Social Return on Investment is a well-established, outcomes-based measurement method that helps organizations understand, quantify, and monetize the social, environmental, and economic value created. The approach has been applied in over 50 countries and over 30 different social topics in the United States.
About the 17 Sport and Substance Collaboration:
17 Sport and Substance have co-designed and applied a curated SROI approach to address the wider social impact of sports.
17 Sport is the world’s first sports impact company operating at the intersection of sports, business, and purpose. We provide strategy, partnership, implementation, and measurement services to transformational leaders in sports and business committed to forging a better tomorrow for people and the planet.
Substance is a research and technology company that helps sports and physical activity organizations that do good, and be equipped with the knowledge and insights they need to do what they do, smarter and better.
Collectively, we've built a diverse, global team of experts driven by a shared passion – to build a positive future for the world through sport. Our teams boast experience at the highest level of sports and business, working with global brands, mega-events, teams, nonprofits, governments, and athletes.
For more details, please contact Brianna Salvatore Dueck, Director and Head of Strategy at 17 Sport, at brianna@17-sport.com.
The NFL engaging with the Salute to Service Community