Why fans must engage with Foundation of Hearts elections

Voting is now open for the Foundation of Hearts elections as seven candidates will compete for three vacant spaces on the organisation’s board. In fact, by the time you read this, you may have already cast your ballot.

At just after 9.30am emails were dropping into the inboxes of pledgers up and down the country and further afield. It’s now a period that every pledger to the FOH should engage with.

Following the role the Foundation and supporters played in the most important time in Heart of Midlothian Football Club's history and right through to the transfer of ownership which saw the fans become the club's majority shareholders, FOH is at a crossroads. Perhaps suffering from an identity crisis even.

The original purpose was to save the club which was ultimately a huge success and one of the finest achievements, preserving the club and its history so there was able to be sesquicentennial celebrations.

Ownership has been a fantastic offshoot but there has been stagnation in recent years.

Twelve months ago Foundation chair Gerry Mallon, who is up for re-election, told Hearts Standard the target of increasing the yearly donation to the club of £2million and for pledger numbers to almost double from 8,000 to 15,000. By the end of 2024.

While the total money given to the club is approaching £18 million, pledger numbers have barely budged. Certainly not anywhere near that 15,000 aim.

'Why is that?' will be a question that should and no doubt will feature high on the list when FOH holds its AGM.

Some see their monthly pledge as something they do as a Hearts fan. Something automatic. They’ve always done it and take pride in being a co-owner of the club.

Others pledge every month because they feel the Foundation is a brilliant concept but, perhaps increasingly, are questioning what they get out of it.

Then there are those, whether they pledge or not, who simply ask, ‘Why?‘.

‘Why do I contribute to the Foundation?’

Why should I contribute to FOH?’

The Foundation sought to answer just that with a video released in the summer. It talked about pledging makes a difference on the pitch, in recruitment, in the academy, at the stadium, with Big Hearts, in the community and the future.

Fans may well turn around and say, 'Well, I pay for season tickets or X amount for three tops each season... What makes FOH different?'

The Foundation was this vehicle for saving the club. It made people feel connected and engaged.

Now? Many will still feel that connection but others won't and don't. There is a perception, whether rightly or wrongly, that the FOH has little influence when it comes to decision-making at the club despite the presence of two members of the Foundation on the club board.

It is the responsibility of the FOH to change that perception. That comes down to two key areas. Communication and engagement.

Read the candidates' addresses and you will likely find one or both mentioned as something that needs to be improved or strengthened.

It is widely accepted communication with pledgers/members/owners has not been good enough.

Take the announcement of the candidates for example. The candidates themselves were announcing they were running for the election hours before the Foundation actually announced them.

Communication in general is inconsistent although it is accepted it is a volunteer-run organisation.

It is therefore encouraging that candidates recognise that and are keen to fix it because fans want to know what is happening and why while understanding certain aspects can't be divulged.

Then there is engagement.

The Foundation has done some great things over the last 12 months. There was the meet-the-manager event last season which was a success. The FOH has been key in developing the Maroon Mile. Take Garry Halliday's excellent work at Haymarket as an example. The organisation has reached out to former pledgers and there are plans in place for campaigns featuring legends and far-away fans, all with the aim of not only trying to grow membership but engaging with the current pledgers. There has also been a keen desire to connect with the next generation and younger members of the support.

But the only way the Foundation is going to grow is if there is consistency and pledgers are incentivised in some way, which could be through regular events, giveaways, special offers, etc, or if members feel their voice is being heard and listened to.

The club and Foundation missed the biggest own goal over VAR. It was pretty clear there was a good chance it was going to be voted through by Scottish football. But it should annoy and frustrate fans that the biggest fan-owned club in the UK didn't seek out fan opinion over the introduction of technology which was going to impact the fan experience. No matter how much time passes, it doesn't dull the bafflement that nothing was done to engage with the supporter base or owners(!) over the club's vote.

Of course, the consistent message is "fan-owned, not fan-run". Everyone gets that. No one expects the club to be picking Hearts fans out of the Tynie Arms and Benson's, from Jambos Kickback and social media, to sit in on meetings and help make decisions at the club. It's disrespectful to think that is the expectation from the support. But some moments and issues require reaching out to pledgers, holding forums or events to canvas views, get feedback. It makes people feel part of it. It makes people feel they are actually being listened to.

Again, it is encouraging to see candidates mention bringing in such events and recognising the importance of making people feel more engaged.

Now, pledgers everywhere need to engage with these elections and then attend the FOH AGM. After all, everyone involved wants the very best iteration of the Foundation because it impacts the club positively.

If you haven't already voted, make sure to do so. Read all seven candidates' addresses linked below (click on their name to do so). And some are on social media and Jambos Kickback willing to answer questions. You can vote for at least one and a maximum of three. Voting closes at 5pm on Sunday, December 1.