To Work Together For The Mutual Benefit Of The Club And It's Fans.

Following the establishment of it's written constitution and the setting up and running of the process to elect the first Club Fan On The Board, the Millwall Supporters Club committee has turned it's attention to securing an enduring relationship with the football club to work together for the benefit of the fans and the club.

In addition to performing its usual duties, the MSC has drawn up a Terms Of Reference Document, details of which are incorporated below, which has been discussed with the club. An agreement has been established which it is hoped will result in real future benefits to all supporters including improved customer service.

The Background To This Agreement

The MSC committee recognizes the following factors and these have in part stimulated the writing of the Terms Of Reference.

• The MSC was founded as an integral part of a football club membership scheme. Currently, most fans only join primarily to buy away tickets
• The vast majority of supporters see MSC as part of the club, rather than an independent organization able to represent their views and interests
• MSC is not independent of the club on two significant counts:
  • Until May 2006, MSC had no access to membership fees, although was allowed a small sum for printing and postage costs. Access to one pound per member has now been agreed.
  • MSC has never had usable access to membership lists, this being denied on Data Protection grounds and because the data was user- unfriendly. Lack of these details severely limits communication and consultation with members.
• MSC has therefore appeared somewhat inward looking, with only limited opportunities to engage the fans beyond the reach of matchday programmes, local press, fans forum or MSC social events.
• Historically, MSC has had a variable relationship with the Club's management, and has not been completely welcomed as a way to positively engage the fans.
• Customer service levels at Millwall have often been disappointing historically due to a lack of proper facilities and financial resource. Recently more modern facilities have been installed but money and staff numbers are still tight. With better links to the fan base, the MSC could aid the club in a more structured approach to the allocation of available resources.

The MSC committee believes that the MSC should have the following prime objectives.

• To be a two-way communication channel to the mutual benefit of the football club and its supporters
• As and when appropriate, to become better informed so as to try to exert majority fan member influence on club policy and decision making when it affects the supporters.
• To help the club better understand its supporter base, supporting the club when appropriate and conversely offering constructive criticism, either publicly or privately as necessary
• To represent a balanced majority view of the greatest possible number of members.
• To represent MSC members in any disputes with the football club, other clubs or any other interested party.
• To make MSC an organization that the fans want to join, by demonstrating that membership offers a collective voice in how our club is run, and by offering a range of substantial benefits.

The Changing Environment And The Chance To Progress

The season 2004-5 saw a number of events, which have created some promising conditions from which a stronger, independently minded and outward reaching supporters club could emerge to the mutual benefit of the club and the fans.

As a consequence of several changes in the Chairmanship of both the Holdings Company and Football Club, several members of the Football Club Board are long-term fans, who might be expected to understand the commercial benefits of a positive, relationship with independently minded supporters representatives.

Relegation to League One, despite the injection of new money, will inevitably impose financial pressures, making it more critical than ever that disillusioned fans are encouraged to return in good numbers, new fans are recruited and customer service is raised to a above satisfactory standard.

The creation of the Fan On The Board role, and its early success, provides one good communication channel and a voice in the Boardroom. However, the FOTB is a director of the club and therefore limited in what he can say and do. There remains scope for the fans to make their own distinctive contribution and for their interests to be served by an independently minded representative body which has a role complementary to the FOTB.

The Agreement That Has Been Struck With The Club

Following discussions with Heather Rabbatts, Stewart Till and Ken Brown. The following has been established.

For the first time the MSC committee has been given access to the club's database membership details and this will enable the committee to obtain a greater understanding of the majority of member's aims, thoughts and opinions.

The Club have committed to regular monthly meetings with the MSC with a Board member present. These meetings will discuss a wide range of commercial issues including matters which directly affect fans.

Contacts within the Club have been given to MSC to deal with complaints and there is an apparent desire on behalf of the Club to improve customer service.

The MSC has agreed with the Club a list of Key Performance Indicators and it is hoped that these will be adopted in a form that will help to provide a real measure of performance.

It is further hoped that this new and closer relationship with the club together with the access to database membership details will aid the MSC to better achieve it's constitutional objectives which include;

• To improve communications between Millwall FC and its supporters, representing the views of its membership and encourage and assist the football club to take proper account of the interest of its members.
• To represent the greatest possible section of the membership
• To organize the election (every two years) of a suitable candidate to be Fan Director on the Board of MFC.
• To promote membership of the MSC and provide benefits for members in association with the football club.

The Future Way Forward

With greater feedback from members via the database, the MSC committee will be able to review its policy decisions and its working practices.

It will also be able to gain a clearer picture of how the MSC role fits alongside the Fan On The Board.

It is hoped that this agreement with the Club is enduring and bears fruit with improvement of customer service becoming evident.

Feedback from the database supporter canvassing exercises, should also aid fan relations and inclusiveness with the football club.

The ultimate objectives of this new working relationship is a well-run football club, which is proactive in catering for fans needs and has a low level of complaint about customer service.

MSC is seen as a worthwhile body having a significant say in supporter issues which fans want to join.

MSC starts to play a supportive role in attracting new fans. Further the new air of supporter inclusion will stimulate an increase in supporters voting in FOTB elections.

The MSC thanks the Board for its co-operation.

Download and print the MSC/MFC Agreement