November 29, 2021 | BLOG BY MICHAEL COOPER
Since June 2021, the Grassroots Grants Program (GGP) has recommended awards totaling $300,000 to over 60 unique organizations. The purpose of the program is twofold. One, to create a funding source for increasing diversity and inclusion in golf. Two, to create meaningful partnerships between community-based programmers and golf industry leaders. Awards have ranged from $1,000 to $10,000.
A GGP is defined as a charitable organization or program dedicated to increasing golf participation from one or more of the following groups: Black, Latinx, Asian, Indigenous communities, women, LBGTQ+ individuals, veterans, and individuals with disabilities. GGP funding will support tax-exempt organizations, as defined under Section 501(c)(3) of the U.S. Internal Revenue Code or government municipalities.
The GGP concept is not new. Nor is the concept to increase diversity and inclusion (D&I) in golf. But, at a minimum, it had been over a decade since golf industry leaders implemented a structured funding source specific to increasing D&I. Here’s a brief history:
In 1997 the USGA announced the Good of the Game Grant initiative. Over a 10-year period, they pledged “to contribute $50 million to organizations that bring golf to those who might not otherwise have the opportunity to play.” Those eligible for funding included individuals with disabilities, junior golf programs, caddie programs, and the construction of junior-friendly facilities. Ten years later, in 2006, the USGA proudly announced surpassing the $50 million goal (https://thegolfwire.com/106746-2/).
FOR THE GOOD OF THE GAME
The Good of the Game initiative ended shortly afterward. Although it was not specific to increasing D&I, the initiative did fund many of our minority-led, community-based programs. When it ended, the D&I movement lost a valuable partner and connection to golf industry leaders.
Fast forward 15 years and America changed following the tragic murder of George Floyd in May 2020. The time for racial reckoning and social justice reached a tipping point, causing a frenzied rush to examine hiring and cultural behaviors from corporate and political leaders. Most C-suite leaders admitted they had ignored or neglected their duties of fair-play, inclusion, and equitable economic opportunities.
Golf was no different, and its leadership quickly joined America’s movement for systemic change. Soon, Jay Monahan, Seth Waugh, and Mike Whan spearheaded the formation of golf’s Diversity Equity and Inclusion (DE&I) Industry Collaboration.
Currently, the industry collaboration has six working sub-committees:
- Education and skill development,
- Talent acquisition,
- Procurement,
- Marketing and communications,
- Human resources, and
- Youth and Adult Player Development.
The GGP is one of the main functions under the umbrella of Youth & Adult Player Development. Currently, there is a 15-person review team who score and rank grant applications. They make recommendations to a six-person fiduciary committee. Once approved, checks are distributed through WE ARE GOLF, a division of the World Golf Foundation.
Still, we would like to receive even more grant applications from longstanding grassroots organizations, as many of us believe that the fastest and most efficient way to increase diversity is by investing in those who have demonstrated success already. Just imagine what they can do given resources, support, and a true relationship/partnership with golf industry leaders.
This topic, the 2022 African American Golf Expo & Forum, and more will be discussed at length during a D&I gathering at the PGA Merchandise Show in late January 2022. We also hope to get participation from the growing list of industry leaders with D&I in their job titles, and/or specific to their roles.
WE NEED THEM AND THEY NEED US
Off the top of my head, that includes Neera Shetty, Marsha Oliver and Kenyatta Ramsey with the PGA TOUR, Sandy Cross and Linnet Carty with the PGA of America, Laura Diaz with the LPGA, Kamille Ramos with the USGA, Kendall Murphy with Troon, Mackenzie Mack with Callaway, Tony Starks with TaylorMade, Chimeka Foster with ClubCorp, and Andrea Lattimore with Acushnet. I am sure there are more, so to those omitted please accept my sincere apologies. My only point is to bring awareness to the growing number of individuals hired by golf industry leaders specific to increasing D&I. We need them and they need us.
Initial plans are to meet Wednesday afternoon (1.26.2022) at the Orange County Convention Center. The exact times, room locations, and agenda remain to be determined. Please adjust your travel schedules accordingly.
Total dollars for the 2022 GGP allocation have yet to be announced, yet there is reason to believe it will be significantly more than this year. The hope is that the funding support will prove transformative, enabling local programmers to help more diverse audiences fall in love with our great game, and produce more economic opportunities.
At the same time, we hope the GGP serves as a “linking agent,” helping to forge meaningful relationships between local communities and golf industry leaders. Isn’t that what inclusion is all about? Look forward to seeing you at the D&I summit during the PGA Merchandise Show in late January 2022. Please let me know if you plan to attend.
ABOUT MICHAEL COOPER, PH.D.
Dr. Michael W. Cooper is the former Director of Diversity for the World Golf Foundation/The First Tee and past Assistant Dean/Campus Director for Springfield College-Tampa Bay campus. Contact him at mcooper2@springfieldcollege.edu.
