Chief Seattle Council Membership Growth Plan 2016
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Chief Seattle Council Membership Growth Plan 2016 Mission Statement of Chief Seattle Council* The mission of Chief Seattle Council is to bring outdoor adventure, discovery, and exploration of the natural world to all young people. To build their confidence, achievements and leadership skills through friendships, teamwork and fun activities, and to strengthen their character by emphasizing the timeless virtues of the Scout Oath and Scout law. Vision Statement Scouting in Chief Seattle Council is the program of choice. *Based on the 2011-2015 Chief Seattle Strategic Plan Chief Seattle Council Membership Growth Plan 2016 Page 1 Table of Contents I. Introduction 3 II. Council Membership Analysis 6 III. Plan for Membership Growth 7 a. Growth Opportunities b. Goals IV. Volunteer Infrastructure and Partnership 9 V. Council Membership Backdating Schedule 15 VI. Attachments 17 a. Appendix A District Totals Reports 2010-2014 b. Appendix B Chief Seattle Council Market Analysis c. Appendix C Chief Seattle Council Membership Resources Website d. Appendix D Chief Seattle Council Strategic Plan Chief Seattle Council Membership Growth Plan 2016 Page 2 Introduction Executive Summary Chief Seattle Council experienced falling traditional membership from 2011 to 2014. Reasons for the decline were varied: negative media surrounding local abuse allegations, the vote on the membership standards, public perception of Boy Scouts actively discriminating against youth and adults, low performing recruiting efforts, and a reduction in the number of Scout Reach youth. Traditionally, Cub Scouts (Tigers, Wolves, and Bears) are recruited extensively each fall and again in the spring with a focus on Tigers. Each Pack dispenses recruiting materials (stickers, flyers, yard signs) and holds a one- time registration event. Boy Scouts grow mainly from Webelos transition with some small growth from peer- to-peer recruitment. In the spring of 2013, Tiger registrations were down significantly. Additional recruiting events were held in late spring and early summer before school was recessed for the summer. These efforts did not produce the results that we anticipated. In the summer of 2014 an organizational effort to learn more about families with young children, Millennials, began. Both staff and volunteers began learning about the Millennial generation, their culture, what drives them and how we can update our message to be an attractive program for these families. Information on Millennials was presented at the quarterly Council Coordinated meeting, recruiting workshops, emailed to District Membership Chairs, discussed at monthly District Executive meetings, and through articles in the monthly eTotem newsletter. The Chief Seattle Executive Board was also educated on Millennials. Background Chief Seattle Council is comprised of 13 districts (12 geographic plus Scoutreach which encompasses the entire geographic area) each with a wide variety of characteristics. The council covers 105 different ZIP codes with varying demographics. The largest race/ethnicity groups are Caucasian/White with an estimated 66.3% and Asian with an estimated 13.7% of the total population. Chief Seattle Council Membership Growth Plan 2016 Page 3 Using the mosaics from the 2015 Council Market Analysis for Chief Seattle Council, the top 5 segments with Cub Scouts are: Mosaic Segment % Of Cub Scouts C11 Aging of Aquarius 10.76 B07 Generational Soup 10.54 C13 Silver Sophisticates 7.70 E19 Full Pockets, Empty Nests 5.66 K39 Metro Fusion 5.50 The top five households in the Greater Seattle area mosaics are: Mosaic Segment Number of Households O54 Striving Single Scene 54,258 E19 Full Pockets, Empty Nests 52,993 C11 Aging of Aquarius 48,533 G25 Urban Edge 42,429 G24 Status Seeking Singles 37,589 Top 5 current underserved markets (High Total Available Youth and Low Market Share): Zip Code Cub Scout Total Cub Scouts Cub Scouts Cub Scout Market TAY Expected Share 98001 Auburn 1092 23 104 2.11% 98103 Seattle 897 67 142 7.47% 98125 Seattle 853 67 139 7.85% 98133 Seattle 984 80 147 8.13% 98007 Bellevue 793 39 98 4.92% The 2015 Council Market Analysis included the following information on market penetration: TAY Members Market Share Cub Scouts 66,721 7,608 11.4% Boy Scouts 39,366 6,841 17.38% Venturing 76,077 1,578 2.07% Nationally the average market share for Cub Scouts year ending 2014 is 11.87% and 10.58% for the Western Region. Chief Seattle Council Membership Growth Plan 2016 Page 4 Membership Committee Organization Currently the Membership Team consists of the Vice President of Membership and the District Membership Chairs. The concept of District Membership Chairs belonging to a team and working together continues to be part of a culture change in the Council. Volunteers are often more focused on program development and delivery than building youth membership. With the growth of the Millennial generation as part of the volunteer structure, the concept of a “chair” may need to be revisited and the concept of a District Membership Team considered. Execution The Vice President of Membership will work in concert with District Membership Chairs and council staff to ensure that the plan is implemented and updates made as necessary. Chief Seattle Council Membership Growth Plan 2016 Page 5 Council Membership Analysis Available Resources The following resources are available as part of this plan, online at Chief Seattle Council website (see Membership Resources page) or from District Executives to analyze the potential for new members and new units in each district: Council Strategic Plan Appendix D Council Market Analysis Appendix B Mosaic Segmentation Guide Appendix B Past 5 year membership history Appendix A Analysis By using the available resources each district is asked to answer the following: 1. Where should I step up recruitment efforts in existing units? 2. Where should I look to start new units in underserved areas? 3. Which units have successful recruitment and retention so that they can be used as examples of best practices? Chief Seattle Council Membership Growth Plan 2016 Page 6 Plan for Membership Growth Growth Opportunities Using the Council Market Analysis and Mosaic determine how likely a family in the area is to join Scouting by using the index. A ZIP code with an index higher than 1 indicates that families in the area are likely to be interested in Scouting. High index, large number of current members and a large number of households indicate an area that is being served well and will continue to provide a large number of members. High index, large number of households, a large youth population and a low percentage of Scouts is an area that is not being served well and could provide Scouting families. To help identify areas to recruit from: Current Members Add to existing units as they are successful and show potential for growth. o High market share o High positive gap Prime Recruitment Areas that are currently underserved and show that youth and families are in the area and can join existing units. o Low market share o High negative gap Unit Creation Areas that currently do not have units serving the youth and families. o High TAY o Low market share Chief Seattle Council Membership Growth Plan 2016 Page 7 Goals We plan to grow membership by 2%. To achieve this we will focus on the following goals: Tiger Growth Initiative Together with the other Councils in Area 1 of the Western Region, focus on growing the Tiger segment of the Cub Scout program. Build Parent Volunteers Set a standard that all parents will volunteer in their local unit, either as a registered adult or event specific activities. New Unit Creation Start and support the growth of new units in specific underserved communities. Chief Seattle Council Membership Growth Plan 2016 Page 8 Volunteer Infrastructure and Partnership Vice President Membership Responsibilities Direct the work of the membership committee using monthly membership reports and Journey to Excellence to identify priorities Recruit, train, and motivate Scouters to serve on the committee and help it to carry out its functions effectively Promote new membership, retention and unit growth in Cub Scouting, Boy Scouting, Varsity Scouting, and Venturing through the membership cycle, coordinating youth recruiting and new-unit organization; plan and help districts carry out roundups, new-unit campaigns, and the other elements of the membership cycle Develop more effective communication with chartered organizations Cultivate community organizations, groups, and associations that might become chartered organizations or support the Scouting program in other ways Stimulate the use of the program by special youth populations; i.e., low-income, disabled, and ethnic young people, or those in sparsely populated rural areas Prepare short-, intermediate-, and long-range membership and unit objectives Give leadership to events such as relationships conferences or fireside chats with heads of chartered organizations Participate in Council activities that develop the message of Scouting Chief Seattle Council Membership Growth Plan 2016 Page 9 District Membership Chairs District Membership Chair Alpine Aquila Aurora Bill Sylvester Cascade Christyne Mayberry Foothills Green River Theresa Brummit Thomas Harto Mt. Olympus Russ Moan North Lakes Cub Scouts Morgan Wheaton Webelos Transition Cyndy Jones Orca Sammamish Trails Gary Gilliam Sinclair Donna Hale Thunderbird Adrian Cowens Chief Seattle Council Membership Growth Plan 2016 Page 10 District Membership Chair