Girls United Football Association is on a mission to empower girls through the global power of football. The international charity is founded on a strong belief in the sport’s ability to create strong leaders, by helping girls build confidence and other transferable life skills, like leadership and communication.
Working particularly in communities where girls would otherwise lack opportunities to play football, it aims to create a level playing field on and off the pitch. Focused on far more than just creating football teams, it builds an active and supportive community around this, through tournament leagues, holiday clubs, coaching courses and workshops.
OpenPlay has supported Girls United since 2019 as part of our corporate responsibility programme.
With hundreds of girls now playing in Girls United’s clubs in Mexico and South London, and partnerships with the likes of Arsenal Football Club in place, the charity was keen to use data and technology to help it scale.
We have helped it move from using manual bookings and paper records, to a fully online system that displays sessions and allows girls and their families to easily join and book.
As Girls United works with girls across a range of demographics, we needed to create a booking system to accommodate a range of pricing models. Some sessions are fully funded or discounted, but girls coming from families in a position to donate are also encouraged to ‘do a good deed’ and support other girls to play.
Girls United’s new booking system has helped to streamline its operations and generate important data insight about its impact as its scales.
“OpenPlay has been really useful for us,” explains Camilla Johnsen, Marketing Strategy Manager at Girls United. “It has helped us to understand our own growth in a more efficient way, which is very important for proving ourselves to potential partners and sponsors.”