From Spreadsheets to Scale: How Kick It Out Streamlined Fan Education with Salesforce

The Challenge: Limited Visibility & Scalability in a Critical Inclusion Programme

Kick It Out’s Fan Education Programme plays a vital role in tackling discriminatory behaviour in football. But behind the scenes, delivery was powered by spreadsheets and SmartSurvey; tools never designed for scale, integration, or impact tracking.

The entire programme was managed by a single staff member, making it hard to grow the initiative or measure success at scale. Session tracking, referrals, and follow-ups relied on disconnected tools, causing inefficiencies and risks to programme consistency.

Key issues included:

• Manual Processes – Data stored in Excel created version control and duplication risks.
• No Central Record – Referrals and session outcomes lacked structure and visibility.
• Scalability Limitations – With growth ambitions for the programme, systems weren’t fit for purpose.
• Reporting Constraints – There was no clear view of who had participated, how many sessions were delivered, or what outcomes were achieved.

Kick It Out needed a solution that matched the programme’s growing impact and national relevance.

The Solution: Automating for Impact Without Losing Personalisation

Cirrico partnered with Kick It Out to bring their Fan Education Programme into Salesforce, prioritising automation, structured workflows, and sustainable growth, all while retaining the bespoke support model that underpins the programme’s success.

Rather than duplicating spreadsheets, Cirrico reimagined the process for clarity, scale, and long-term sustainability.

Key improvements included:

• Salesforce Integration – Replaced spreadsheets with a structured, centralised platform for managing referrals.
• Referral Workflow Automation – Automatically created and updated records when referrals were submitted and completed.
• Structured Feedback via Outcome Emails – Referrers now receive consistent updates once a fan completes their session.
• Outlook Calendar Sync – Sessions are now visible to facilitators via automated calendar tracking.
• Defined User Roles & Permissions – Ensures secure access and maintains confidentiality of fan education data.

This build enabled Kick It Out to maintain their tailored approach while unlocking efficiencies that support broader impact.

The Impact: A Scalable Platform for Equity & Behavioural Change

With Salesforce as the foundation, Kick It Out can now deliver its Fan Education Programme more effectively, reduce operational strain, and prepare for scale, all without compromising the care and quality of each individual intervention.

• Time Saved on Admin – Referrals and reporting now run with fewer manual steps.
• Improved Data Visibility – Centralised platform offers clearer insight into programme progress.
• Better Stakeholder Communication – Outcome emails keep referrers informed post-session.
• Stronger Foundation to Scale – New structure supports Kick It Out’s future growth plans.