Comments from meetings – Trust – Rochdale Supporters Trust.

Following the comments accumulated from supporters over the last three weeks, work has begun on our responses to these.

We have collated all the comments from our Supporters’ Meetings, and separated them into various categories. Some of these are duplicated as various comments will have implications for more than one cause, but all comments received will be published over the next few days.

We have already started work on our responses to these, and we hope to have an update of this within the next few days. We have prioritised four categories to start with: Ownership of the Club, Future Role of the Trust, Communication from the Club (non Football) and National League Football. We have started with the comments that relate to the Trust (email info@daletrust.co.uk to add /comment on these):

At what stage did the Trust find out the club was looking to move away from its much publicised fan-owned ethos? If this was before the club announcement at the end of December, why wasn’t this relayed to members?
Does the Trust agree that this move created uncertainty and confusion among the many supporters who contributed money and/or time to ensure the club was fan owned and do they feel this needs to be addressed by the club?
Does the Trust believe that the communication coming out of the club could be improved? What do they feel could be done by the Trust/membership to achieve this?
Are the Trust aware of a long-term on and off-the-field plan from the club given we are likely to be playing outside of the EFL going forward – including the impact of not being able to find outside investment? If not, what are the Trust doing about this?
If so, are the Trust happy with what is being put in place and why?”
Board Director needs to report back all information, Trust prepared to sign NDA with Club on topics to be agreed
Trust must do things for other causes (charity) which will give us good publicity
Amazon Community Fund – money for Trust?
Can we have a chat group for international Dale exiles around the world so we can communicate and coordinate better. I only know 1 fan in my region of the middle east and don’t know who else there is outside of the UK
The communication from the club is average at best . On the big issues the volte face from fan owned to investor-led in November was disappointing. I think I’m right in saying that the Trust was not consulted prior to the change of direction and ignoring your biggest shareholder on major strategic shifts does not sit right with me. On everyday communication, the Friday newsletter is simply a rehash of items already communicated so of no interest to those of who keep abreast of issues at the club on a daily basis. I’d like to see more effort put into both the high level comms (strategy, direction of travel – and I don’t mean how to get to Dorking) and daily comms (e.g.more probing interviews)
I wonder whether the Trust could learn from good practice in other successful fan owned clubs such as Exeter.
Clearly this is a very sensitive issue but just taking the 2022-23 season as an example, a well run club would have terminated the manager’s contract as soon as there was evidence of no wins in the first couple of months. What was the financial position that supported a “Laize fair” approach. The Trust of a supporters owned club should be made aware of the implications both financial and personal issues. Maybe they were aware or maybe they were not. In my opinion, they should be involved.
Club need to step up and improve comms and take more responsibility. Our director should be more on the ball
As an exiled member, I feel that we are valued less than others. This feeling has mainly come about from the last few fans forums. They are so important to the fans, including myself. Yet they are so inaccessible to exiled members. Conducted on a midweek. Not streamed live. We had the opportunity to email in questions, but not hear the answer. I found this incredibly frustrating and had to scroll message boards to find out what was said. I shouldn’t have to rely on the fans who could attend to hear what was said. There is plenty of room for improvement on this in my opinion. Specifically on football related issues, I think our website is very good for communicating important information to fans (such as ticketing news). A good range of interviews with managers/players are provided online too.
I understand that sometimes there are times where communication cannot be fully open or transparent, but at the minute, there are lots of unanswered questions on footballing matters such as, what is the plan for our new manager, what ambitions are there for us after relegation and how can the released/retained list be made without having a permanent manager. I guess these questions will be answered in the coming weeks”
Demonstrate more that you actually engage with the club as now you seem not to, you seem tame
“I think that the club has got to try and reconnect with fans who feel quite disillusioned, and from my point of view, particularly exiles. I think it is of the upmost importance that fans forums are made accessible to exile supporters in future. Whether that is running them on a matchday (rather than a midweek evening), streaming live on youtube, or running a conference call (e.g. zoom/teams) for exiled trust members where we can listen and message in our questions. I think this will go a long way to making me (and exiles) feel more valued by the club.
I think that football should be left to football professionals – and from what I see that is how the Trust works too – so I’m happy.
Good from the Trust but club hit and miss
Keep up the good work and have as much impact on the club’s affairs in the future as possible
The Trust did a cracking job in the takeover period, and fans should be grateful. Would like us to have a bit more of a focus each year – such as buying shares, raising funds, building something etc. Ultimately as a fan owned club (for now) we need to be more engaged
“Is it worth considering offering a place in the Trust structure to a young person (16+) – may encourage understanding of what attracts (or not) them to our club but also gives an opportunity to let them know of what is not acceptable in or around the ground and the consequences to the club accordingly, eg, racist comments, flares, fighting?”
With new venues at away matches more exiles meetups.
“Would like to see an annual target to focus members minds. It could be bringing friends to games, with prizes for those that do (prize draws), specific fundraising activity. Bowlee was great. I know that some didn’t want it at the AGM, but we are a poor club and we need to raise cash throughout the season. How about a pre Christmas period sportspersons dinner and then an end of season curry night. Indian food doesn’t appeal to all….And two events means choice and those that can afford it will go to both.
Would love to see the Trust help the club with a volunteer programme. We need to drive footfall to games and I believe we need volunteer ambassadors to make new fans welcome and show them the ropes.”
To continue to have a major say. Whilst there remains a significant number of independent shareholders then I don’t see a need for a majority stake but there may be a point in time where this is necessary. In this situation I would probably gift my shares to the trust (I don’t have many – don’t get too excited)!
Immediately, I see this as adding an additional layer to due diligence done on any prospective owner- not because I expect this,; just because it was done so expertly with Morton House.
“Continue with all the good things that you do.
See my feedback on the fans forums under my answers for “”communication”” for how the trust could help exile members.”
I only have positive feedback to say about the Dale Trust. The regular newsletters, player of the month votes, exiles day and other events are all very good. More recently, the hard work put in by the trust to buy shares and help save the club from the hostile takeover was remarkable and well appreciated by all fans.
Good under difficult circumstances
Squadbuilder – fans raise funds for an indivudal player or just to add to squad budget. This is used at a number of other clubs. The Trust to research where this has been utilised at other clubs to see pros / cons
Trust Director – talk of worth, is it worth having 2. We have the shareholding to justify it. This would bring greater strength in the boardroom and less isolated
More challenge to the Club as to where we stand at any one time?
At which point do the Trust make major decisions eg egm
Specific roles of Trust Board members eg 1 person for bars, 1 for Commercial etc. Bit like the Club did at the AGM where they showed which director is responsible for each area of the club. This is line with the shadow boards that has been discussed in the recent white paper following the fan led review. This would allow Trust Board members to specialise and develop relationships with the relevant member of staff / director at the Club, rather than having to prioritise and would ease workload
Retaining independence
Keep members informed
Hold Club to account and to inform how we are keeping fans informed
What are the restrictions of what can and cannot be released from the Trust Director
Protect the Club
Ensure fans voice is heard
Money raised to help certain projects
Keep doing what we do
Does a Board member compromise the Trust?
Hold regular fans voice sessions
Independent view
Ask for volunteers when needed
Ensure any new investor has involvement with the trust within the plan
Trust should know what they have agreed at Board level
Conflict of interest having Board member
Could the Board agenda be known in sufficient time to be discussed at Trust Board level?
Trust Board Member – is it sustainable in its current format?
Should we have a Trust Board member?
Dripfeed Donations for Shares purchase
Do any Directors want out? If so, should Trust purchase those shares? We know this would not be new capital into the Club
Trust Board Member – what level of disclosure is relevant or permitted?
And to ensure that members are updated and understand the terms of reference
Trust Board should know what they are agreeing to at Board Level
More involvement from Trust towards Her Game Too. There was an EFL presentation last month which featured the Women of Watford who launched their own safe space within the stadium. Could this work at Dale?
Involve Supporters Trust in season ticket / matchday prices
Club / Trust have to make statements that those causing trouble are not wanted
The club needs to put in place a plan to focus on growing its young fan base and attracting families. This needs to be a collaborative effort from the Club, the Trust and Rochdale Community Trust.
I currently live in Stockport and the difference is remarkable, albeit I except with a bigger budget. Stockport county are in my sons school twice a week running PE lessons and after school sports club. There staff are all in Stockport County training tops and they are engaging young fans. I have had opportunity several times this season for free tickets and feedback from friends who have gone has been positive. The Trust could have a part to play here. It has a junior membership, but currently there is nothing that it offers younger members. Is the time right to try and launch a junior supporters club affiliated with the trust, to try and reinforce the family message of the club. This could be linked to the mascot ‘Desmond the Dragon’.
Maybe they could work with the club to put on events on matchdays to try and enhance the matchday experience.”
Trust Work and presence on a matchday is well known
Can the Trust Director come along to the Trust Desk for sometime on a matchday?
Fans “Shadow Cabinet” to follow trustees and act as a think tank
Selective working parties to work with Board members
Trust Board members should be identifiable with a lapel badge or similar
It might be an idea for Trust Board members to have a “Pen Pic” on the website and perhaps a hierarchial tree
Trust needs to have a youth officer and encourage youth representative on Board
whatever route is taken by the club, I am glad the fans’ voices will be heard through Murray. I hope that whoever may come in to own the club has the very best interests of the club and town at heart and that there is a true connection to the fanbase.”

consider attracting teenager/young adult to be more active with the Trust – they are very vocal on Fans Forum/social media so give them a chance to put views across
When appropriate, a Q&A session with prospective purchases to air Trust members views
Whoever takes over be 1 or 2, or a new Board, they must report back to the Trust Board once a month. Don’t be restricted by Fan Director
Golden Share. Similar scheme at Brentford to allow the Trust veto over certain matters – ground, kit colours, Fan Director, transparency over buying shares
The Trust have spoken about non negotiables regarding investment/takeover. Can this be guaranteed by the Board?
Commitment between Club and Trust to replace the generic MOU with something bespike with agreed processes / lines of communication. This needs to be stronger than a MOU and written into the Club articles if possible
“I would like to know how much collaboration the trust is getting from the board of directors with regards to the search for an investor.
The trust have made substantial investment in purchasing shares during the last few years, being made possible mainly through donations and the Cloughie inheritance.
How can the trust ensure that their investment is not made meaningless if the club is sold to a sole investor, and wont this put the trust in a weaker position to manage all the potential risk that comes along with this type of ownership model?
Are their any plans for shareholders, with the trust being the largest, to ratify any sale.?
Have the trust started to set out the terms that they would be happy for a sole investor to be given a majority stake? If so are their plans to share this with members?
Meetings like these need to be the norm.”
The absence of communication on ownership, NDAs notwithstanding, leaves a void which has been filled by rumour, blame gaming and dissension. Now as never before we need a united fan base and the club and the Trust have to take a lead in creating an environment where co-operation and mutual respect can thrive. We won’t always agree but let’s have discussions where other points of view can be heard. The lack of response from the club on the volunteer army has been disappointing.
Good increase in fan shareholding, but still small percentage ownership
The Trust it acting in a very professional manner notwithstanding the the Clubs fall from the EFL . But as always onwards and upwards.
I hope that the Trust will do everything possible to support Chris Dunphy and his colleagues in his bid to rescue the club.
A survey of trust members and wider fan base to get a database of services that fans can offer for free or discounted rates
We need a clearer process whereby the decisions of the Trust are communicated to members and the public via the website.
Reply to the individual and reply to all Dale Trust members – they want to know what questions are being asked – Yes / No to publicise the question and the answer
Face to face “forums” monthly. Questions can be vetted, but only sensible questions accepted
Put the content from the newsletter on the website after 48 hrs / 7 days so it it still exclusive to Trust members but it still put out in the public domain
Trust to also say who does what
I appreciate that the Trust is run by volunteers, big thank you for that, but I feel there has been a lack of information during these recent torrid times. I know he will be bound by confidentiality but I would have expected more news from the Trust’s board member.
I feel the trust is doing a good job, particularly acting as custodians of the club, if that’s the right word. There are other things they can do which supporters sometimes feel it underachieves on but the focus has to be the existence of the football club with an identity we recognise. Otherwise the rest doesn’t matter. The trust should strive towards a 25%+1 share holding. To ensure control of the club’s destiny. Either through out right share ownership or a consolidated consortium of fans.
Great to see the Trust become the largest shareholder, but it is still only a tenth of the planned shares
Been great on the ownership tussle with Morton House and on engaging with the Board. But I feel like the appointment of Murray to the Board has placed him and the Trust in a compromising position. There is a difference between strongly communicating a position of RAFC and the Board and divulging confidential information. The change to the Board position on the ownership model should have been a joint communication to the fans. Or the Trust should be clear on why they disagree.
Fully satisfied with the way the Trust operates and gratreful thanks for all you have done. Communication excellent. Keep going!!
Feedback & comms from The Trust is excellent. The Club, virtually non-existent.
Money Raising
Should the Trust try and remain a strong influence under any planned changed in key shareholders or ownership? What would the Trust do if a new investor wanted 100% of the shares? Would you sell and what would you do with the proceeds?
I am open minded on the future ownership. I would like to see shares being acquired by the Trust and by fans themselves to bring new capital into the club – albeit small amounts of say £50k a year. But I am not sure we have done enough to encourage more fans to buy-in. I guess it leads to the question of whether selling another £1m of shares is anything but a sticking plaster?
As fans we are entering unknown territory. Would be great to see some informtion published on what National League means for us as fans and the key issues that the club will face. Ideally the club will publish a full plan or a very detailed statement on how it impacts revenues, players, playing squad, the academy, what we can do in grounds, what are the rules for away fans eg ticket allocations etc The Trust could focus on fan impacts. Pre-game a detailed article on a club we are about to play, their facilities, their history, what their ground is like, etc. Will be a great read and helpful too. Will there be programmes?
Can we introduce club ambassadors to link with the away side a week before to share information about us, our club, our facilities etc. Lets ensure we make ourselves welcoming rather than come across as “”too big”” for the national league, which sadly we are not.”
“Really would like the Trust to find key issues that they can galvanise the fans behind. If we need to buy shares what is the fundraising target for example and how do we get there. It needs to be significant if the fans are to get behind it. The fans volunteer army would be a brilliant area of focus”