Tips for recruiting & retaining players, generating funds, communicating effectively, setting great values and improving inclusivity.


The AFL Club Help website provides guidance on club growth through effective communication, marketing, and media strategies. It emphasizes the importance of understanding your audience, utilizing digital platforms, and leveraging media relationships to promote and grow your club.

Understanding your audience is crucial for effective communication. The AFL Club Help website offers insights into identifying and engaging with your target audience, ensuring that your messages resonate and drive desired actions.

Digital platforms play a pivotal role in club growth. The website highlights the significance of using digital tools, from websites to social media, to reach a wider audience and foster engagement.

Building and maintaining strong media relationships can amplify your club's reach. The AFL Club Help website provides guidance on how to collaborate with media outlets, ensuring that your club's achievements and events get the coverage they deserve.


Embracing diversity is vital for club growth and success. Clubs that welcome and actively celebrate diversity experience improved culture, increased player numbers, more volunteers, enhanced funding, and a stronger community presence. Diversity encompasses age, ability, background, race, religion, and more, and its acceptance fosters a sense of pride and belonging.

"Fair Play" is a four-part series designed to provide clubs with ideas, case studies, and resources to create inclusive environments for individuals from all backgrounds. The series offers insights into promoting safety and welcoming atmospheres for everyone.

Themed Rounds are opportunities to highlight and promote diversity and inclusivity within clubs. These rounds serve as special events that emphasize the importance of embracing all members of the community.

Australian Football should reflect its diverse community. The AFL Gender Diversity Policy for Community Football is a resource that guides local football clubs in understanding and addressing gender diversity, ensuring that everyone feels represented and included.

Government Sport Vouchers

The Australian State and Territory Governments offer "voucher" programs to support junior sports participation by offsetting some associated costs. Recognizing the value of sports for children and the community, these vouchers provide financial relief for eligible families. Eligibility typically targets families with a valid Health Care or Pensioner Card and children aged 5-18. Voucher values range from $100-$200. The process involves applying for the voucher on the respective government website and using the approved voucher code during registration on Each region has specific criteria and benefits, ensuring widespread support for young athletes.

To benefit from the voucher programs, parents must first apply for the voucher on the relevant government website. Upon approval, the provided voucher code can be used during the registration process on Different states offer varying voucher values and have specific eligibility criteria, often based on age and financial need.

Player Recruitment

The AFL Club Help website emphasizes the significance of player recruitment for club growth and sustainability. It offers a video with recruitment tips and stresses the importance of embracing diversity in participation. The site also highlights the role of a diverse committee in reflecting the community and provides marketing assets to aid in player recruitment efforts.

Player recruitment is vital for a club's growth and sustainability. The website features a 3-minute video packed with valuable tips and strategies to attract new players effectively.

For sustainable participation levels, clubs should actively embrace and promote diversity in terms of gender, ability, age, background, and cultural beliefs. This approach ensures inclusivity and broadens the club's reach.

A club's committee should reflect the local community's diversity. By assessing the local community and incorporating diverse backgrounds into the committee, clubs can foster diverse thinking and strengthen community ties. This approach not only aids in player recruitment but also in retention.

The website provides various marketing assets, including social media tiles and event posters for different age groups, to assist clubs in their player recruitment campaigns. These tools are designed to enhance visibility and attract potential players.

Player Retention

The AFL Club Help website underscores the importance of player retention for establishing a robust and enduring club. Key to this is setting clear club values and expectations, fostering an inclusive environment that mirrors the local community, and engaging quality coaches who align with the club's vision. Beyond the game, the club's ability to offer social opportunities, such as team outings and charity events, strengthens camaraderie and enhances club culture, making it about more than just football.

An inclusive club environment is paramount. Clubs should be welcoming to all, reflecting the diversity of the local community. This includes advertising in multiple languages for multicultural communities, promoting family-friendly activities, and ensuring diversity in age, gender, and culture within the club committee and volunteer workforce. Tailored program offerings can cater to individuals with disabilities and other specific needs.

Quality coaching significantly impacts a player's experience and the overall club culture. It's essential to appoint coaches who resonate with the club's values and vision. Factors like coaching accreditation, communication style, and alignment with club expectations are crucial. Even if there's only one applicant, due diligence is necessary to ensure the coach meets the club's requirements. Proper training and development opportunities can bridge any gaps, ensuring a positive experience for players.

Player Transition

The AFL Club Help website emphasizes the importance of player transition between junior and senior football clubs. Building strong relationships with players, parents, and senior clubs is essential for a smooth transition. A Memorandum of Understanding (MOU) between junior and senior clubs can foster a productive working relationship. The site provides guidance on how junior clubs can assist various age groups, from Auskick participants to 18-year-olds, in their transition. Similarly, senior clubs are advised on strategies to support junior clubs, emphasizing the need for a professional image and environment that attracts and retains younger players.

The foundation of successful player transition lies in the relationship between junior and senior clubs. An MOU can formalize this relationship, ensuring both parties understand their roles. Junior clubs play a pivotal role in preparing players for senior football, from introducing Auskick participants to the sport to guiding 16 to 18-year-olds towards senior club involvement. On the other hand, senior clubs should actively support junior clubs, from attending Auskick sessions to offering mentorship programs. Both clubs should collaborate on events, training, and communication to ensure players feel supported and valued throughout their football journey.

Revenue Generation

Revenue generation is crucial for the growth and sustainability of AFL clubs. The AFL Club Help platform offers comprehensive guidance on various revenue streams, including membership, sponsorship, fundraising, and events. By diversifying income sources, clubs can ensure financial stability. Effective strategies involve understanding the local community, offering value to sponsors, and leveraging club assets. Regular reviews and adapting to changing circumstances are essential. With the right approach, clubs can maximize revenue and continue to thrive.

Membership is a primary revenue source for AFL clubs. By offering exclusive benefits and understanding the local community's needs, clubs can attract and retain members, ensuring consistent income.

Sponsorship provides significant financial support. Clubs should offer value to sponsors by leveraging their assets. Fundraising events, when executed well, can also contribute substantially to the club's revenue, strengthening its financial position.