65 lb. Football (5,6,7 yr olds)

I'm a first year coach - assistant coach. I started coaching becuase the two head coaches weren't teaching fundamentals. As a parent, I asked if i could help out and they said "no problem" - I've been hooked ever since. We are 1-6 this year with one game left. I'd like to create some discussion about coaching 5,6,7 yr olds. Alot of people I've spoken with are leary of 5 year olds playing at all. I'm just trying to create a "winning attittude" at all levels of my town's youth football program. Other than a few winning records/teams over the past few years the whole organization seems to have done poorly. Problems: lack of volunteerism - coaches, etc. Coaches are hard on the kids, especially 5,6,7 (personally, I don't think they should be as much so as compared to older kids). Because of that reputation, soccer gets a huge turnout and we keep our fingers crossed that we'll be able to field 11+ player teams. I know these are very general discussion points but for those of you with experience in Youth Football, I'd like to hear your general thoughts