Sportable: A Community Engagement Case Study
Sportable, a Richmond-based nonprofit focused on providing adaptive sports and recreational opportunities to individuals with physical disabilities and visual impairments, embarked on a transformative community engagement project with The Spark Mill in 2023 to address barriers faced by underserved communities. The project, supported by funding from the CNI Trust Fund, aimed to gather insights around how to better serve individuals who were either unaware of or unable to access Sportable’s programs. Through working with The Spark Mill, Sportable collected critical data from direct one-on-one stakeholder interviews to surveying over 450 individuals that highlighted key community needs and enabled the organization to refine its outreach efforts.
At the end of last year, we connected with Sportable’s Health & Wellness Outcomes Manager, Caitlyn Berry, to talk about the project, the organization’s experience, and what developments came out of that process.
Of the many interesting and new insights this project pulled, she highlighted one of the significant changes that resulted from the engagement work which was a shift in Sportable’s outreach strategy. Through compiling the data from their surrounding communities, the organization deduced demographically, white participants often learned about Sportable’s programs through word-of-mouth, while participants of color often learned about Sportable through community events. In response, Sportable ramped up its outreach efforts, focusing on tabling at events across various underserved areas throughout the Greater Richmond region they weren’t reaching. Additionally, by prioritizing school presentations and emphasizing the inclusivity of their programs in these areas, Sportable increased its visibility and engagement, leading to a substantial rise in outreach activity. The insights gained from the community report became a vital reference point, or “north star” as Caitlyn put it, for strategic decisions, which helped inform the organization’s expanded outreach efforts moving forward.
To ensure the alignment of community engagement findings with daily operations, Sportable implemented a system of tracking actions based on the recommendations from the TSM report. This included creating a grid of actions, which was regularly reviewed by an advisory panel that guided the organization’s efforts. As a result, key insights around barriers such as transportation and program timing were incorporated into program planning and scheduling. Sportable introduced new initiatives, such as a transportation assistance program through Lyft, which helps participants overcome mobility and geographical challenges to attend events. These measures not only improved accessibility but also allowed the deeper connection between participants and the organization to grow, as many reported that they often valued the opportunity of social connections more than the sport itself.
Perhaps the most unexpected takeaway from the project, as Caitlyn observed, was the realization that the biggest barrier to participation was not just logistical — such as transportation or program timing — but a lack of awareness about Sportable’s existence in general. Despite having the means to participate, many individuals simply did not know about the organization or its offerings. This insight has guided Sportable’s ongoing efforts to improve visibility through diverse marketing strategies and community partnerships.
Expanding on that, the project strengthened Sportable’s relationships with external stakeholders. By becoming more present at community events and broadening its messaging beyond elite athletics, Sportable was able to show potential partners the full spectrum of its offerings, including the recreational and wellness opportunities. This approach helped dismantle misconceptions about the organization and led to new partnerships with groups such as Community Brain Injury Services and Support Works Housing. These collaborations opened doors for more individuals to access Sportable’s services, many of whom were previously unaware of the opportunities available to them, or faced other barriers accessing programs.
The impact of the community engagement work on Sportable’s culture has been meaningful. The process enhanced Sportable’s understanding of community needs to shape programs and drive organizational growth. This cultural shift towards a reflective practice continues to shape Sportable’s operations, ensuring that they remain focused on their mission while adapting to the evolving needs of the community.
Since beginning this project, the organization has seen a noticeable increase in diverse participation and is optimistic about the future of its outreach programs. By continually assessing the effectiveness of its community engagement strategies, Sportable is ready to meet the needs of its community and expand its impact in the years to come.
