2012 Annual Report - Softball Australia

Acting CEO’s Report
Congratulations to the NSW Firestars for taking out
both the Gilley's Shield and Edebone-Weber Shield
with a nail-biting finish against the ACT Diamonds 2-1.
This is the first time a team has won both the Gilley’s
Shield and the Edebone-Weber Shield in the same year.
ACT retained the John Reid Shield (Open Men) while
NSW successfully defended the Elinor McKenzie Shield
(U19 Women) making it six in a row. Qld was this year’s
winners of the Nox Bailey Shield (U19 Men). NSW
continued their domination in the junior age groups
winning both the Esther Deason (U17 Girls) and Arthur
Allsopp Shields (U17 Boys). Congratulations to all
participants!
Congratulations to Helen Strauss (Qld), the first
Australian umpire at an ISF World Championship to be
appointed as the plate umpire for a gold medal game.
Helen is also the first Australian to represent her
country as a national player and umpire at an ISF World
Championship. Congratulations also to Yvonne Kahler
(Qld) who was appointed second base umpire in the
Championship final.
Capacity building
A significant decline in membership was again recorded
in 2011-12. To address this major issue, work
commenced with the establishment of the
Membership Review Project Team. The purpose of the
Project Team is to address the decline in participation
and membership by developing a more inclusive
membership model. Through extensive consultation,
the Project Team identified individual and institutional
(associate) membership categories which could
realistically be implemented.
Some of the key achievements of the Project Team in
the past 12 months were:
• development of individual and associate
membership categories
• development of a new membership model to be
presented to the Member States
• preparation of Memorandums of Understanding
(MOUs) with key national partners – the Australian
Defence Force, Special Olympics Australia, School
Sports Australia and Australian University Games
• ensuring alignment of the new national database
with existing and proposed Softball programs and
membership model
• initial work to implement opportunities identified
in the Market Insights Project, 2012 National
Softball Survey and Segmentation Final Report
The next phase will be to achieve short term priorities
to maintain momentum and progress inclusion of the
following categories:
• finalise the new membership categories with our
Member States
• sign-off MOUs with key national partners identified
above
• finalise key processes, such as registration, revenue
and data flow
• finalise member benefit packages and fee structures
for each category of membership
• draft a Membership Policy (consistent with clause
5.5.7 of our Constitution) that supports the
expansion of Softball Australia’s membership model
• develop a communication plan to explain the
features and benefits of the new model to all
stakeholders; to demonstrate value for money and
to encourage eligible potential members to join
• ensure the National Membership Database and
other relevant programs (SBU, SCCP, Social Softball,
etc) will accommodate new membership categories
• apply the knowledge gained from the Market
Insights Project, for example, optimal price points,
preferred benefit packages and communication
channels
Softball Australia, in partnership with the ASC, engaged
the services of Sport Business Partners to conduct
substantial market research in identified high priority
areas. The research aimed to provide information to
Softball Australia to strengthen the delivery and
commercialisation of the sport. Sport Business Partners
provided their final National Softball Survey and
Segmentation Report. The report provided
considerable insight into the perceptions and
expectations of the Softball community, including
current and former members, and the broader
Australian community.
Softball Australia is now utilising the information to
identify strengths and weakness within the Softball
market when we address our new membership model.
SOFTBALL AUSTRALIA ANNUAL REPORT 2012 Page | 6