Chief Seattle Council Membership Growth Plan 2017
Chief Seattle Council Membership Growth Plan 2017 Page 1
Table of Contents
I. Introduction 3
II. Membership Committee Organization 6
III. Council Membership Analysis 7
IV. Plan for Membership Growth 8 a. Growth Opportunities b. Goals
V. Volunteer Infrastructure and Partnership 10
VI. Council Membership Backdating Schedule 16
VII. Attachments 18 a. Appendix A District Totals Reports September 2016 and Year End 2010-2015 b. Appendix B Chief Seattle Journey to Excellence (JTE) Scorecard c. Appendix C Chief Seattle Council Market Analysis d. Appendix D Chief Seattle Council Membership Resources Website e. Appendix E National Marketing and Membership Hub f. Appendix F National Growth Plan
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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.
Cub Scouts (Tigers, Wolves, and Bears) are traditionally recruited extensively each fall and again in the spring with a focus on boys in kindergarten to build Tiger dens. 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.
During 2015 the Council refocused on Cub Scout recruiting, specifically on Tigers. Messaging about how to focus on the families being served by our program began in 2015 and continued thru 2016. Education focused on the Millennial generation, their culture and how our recruiting messaging should reflect a program that would be attractive to them. Educational outreach included: Ignite Your Membership Workshop in March District Roundtables focused on Cub Scout recruiting in August Council Coordinated meetings held each quarter Program and Training Conference held in October Emails to District Membership Chairs with a single focused message once a month
Recruiting efforts grew from a once a year concept to an ongoing effort. Together with the new Cub Scout handbook and the “Build An Adventure” marketing materials, a new joining methodology emerged. Units were encouraged to “have an adventure” during Pack meetings and boys were asked to bring a friend along to experience the fun. Units were advised to allow families to visit and have an experience before committing to the program.
In addition to educating staff and volunteers on Millennials, the Area 1 Committee instituted a recognition program, the Tiger Growth Summit. The top 16 District Executives in Area 1 who grew Tigers in their district were awarded with a 2-day trip to Seattle. One day was spent sharing best practicing and learning how to best speak to families when recruiting and promoting our program.
To aid new families, an onboarding process was instituted. All new families to the Cub Scout program were sent a welcome postcard from the Council office which provided a link to the onboarding pages on the Chief Seattle website. In a single year, over 1300 hits on the onboarding page were recorded.
At the end of 2015 Chief Seattle experienced its first growth in membership in several years with the majority of the growth coming from the Cub Scout program.
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Demographic 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 65.7% and Asian with an estimated 14.0% of the total population.
The 2015 census population estimate is 2,333,886 with 958,771 households. Estimates put 93.9% of the households in an urban area.
Chief Seattle Council served the following number of youth:
2015 Youth Served 2015 Estimate of TAY Cub Scout age 8,444 68,333 Boy Scout age 7,098 39,653 Venturing age 1,558 76,347 Total Available Youth 17,100 184,333
Market share measures the number of youth being served to the number of available youth. Retention rate is the number of youth who participate year over year and is often a good measure of the value of the program.
Average Market Retention Youth Share Rate Served Chief Seattle 9.7% 79.8% 17,624 Area 1 8.8% 81.3% 103,273 Western Region 9.2% 83.9% 670,569 National 7.9% 76.0% 2,355,331
In comparison, the Boys and Girls Club had 1.9 million registered members at the end of 2014. Girls Scouts of America also report 1.9 million registered youth.
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Using the mosaics and numbers from the 2016 Council Market Analysis for Chief Seattle Council, the top 5 segments with Cub Scouts are:
Mosaic Segment % Of Cub Scouts C12 Silver Sophisticates 16.05 K39 Metro Fusion 11.04 C11 Aging of Aquarius 9.12 B07 Generational Soup 7.5 A01 American Royalty 6.73
The 2016 Market Analysis lists the top 11 mosaics nationally where Cub Scouts can be found. Of the 5 segments in Chief Seattle only 2 of the above segments are found on the list: B07 Generational Soup and A01 America Royalty.
Top 5 current underserved Cub Scout markets (High Total Available Youth and Low Market Share):
Zip Code Cub Scout Total Cub Scouts Cub Scout Market Potential for New TAY Share Chartering Org 98030 Kent 1553 73 4.70% 98118 Seattle 1515 48 3.17% YES 98031 Kent 1441 73 5.07% YES 98168 Seattle 1241 42 3.38% 98002 Auburn 1210 83 4.7%
These markets are found in the 4 districts: Green River (98030 and 98031), Thunderbird (98118), Foothills (98002), and Aquila (98168).
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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” is being revisited and the concept of a District Membership Team introduced. District and units have their choice of having an individual be the chair and handle the activities or have the team concept.
For those choosing the team concept, each member has a specific task and timeline to complete the task in keeping with the characteristics of the Millennial generation. Working with participants at the 2016 Ignite Your Membership workshop team responsibilities may be broken down into the following (but not limited to): Identify Cub Scout registration nights for elementary schools Soft marketing in schools and community Yard signage in community: schools, parks, community athletic fields, shopping areas, street medians Recruiting activities at the school: boy talks, flier distribution, stickering Cub Scout registration night Parent orientation night Spring recruiting of Tigers Spring Tiger Den Leader Recharter
Execution The Vice President of Membership will work in concert with District Membership Chairs/Team and council staff to ensure that the plan is implemented and updates made as necessary.
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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: Past 5 year membership history Appendix A Council Journey to Excellence Scorecard Appendix B o 2015 Yearn End o 2016 September Council Market Analysis Appendix C Mosaic Segmentation Guide Appendix C Chief Seattle Website: Membership Appendix D National Membership and Marketing Hub Appendix E National Growth Plan Appendix F
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? 4. How do I effectively communicate our program to fit the needs of the community being served? 5. What tools should I use when recruiting and retaining youth and families?
National Growth Plan Goals and Reach Goals As part of the National Growth Plan that was introduced in 2016 we provide information on each of the 4 points of the plan: Growth goal percentage for the Cub Scout program (Build an Adventure) Planned participation in the Exploring Explosion Number of new units planned Planned participation in any pilot program
2017 Goal 2016 Goal Build and Adventure 1% 2% Exploring Yes Yes New Units 15 15 Pilots Yes Yes
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Plan for Membership Growth Growth Opportunities With 94% of Boy Scouts coming from Cub Scout program, focus will remain on Cub Scouts, specifically Tigers. The Lion program is a pilot in 2016-2017 and will not be counted on to build membership for 2017.
The Council Market Analysis is one place to start looking for growth opportunities, both individual members and units. For growing members in existing units, focus is on those zip codes with a low Total Cub Scout Market Share. These areas will have a high Total Available Youth and a low Total Cub Scout Members. For unit building, we will use those zip codes targeted with a * in the High Potential for New Charter Organization column.
Focus will remain on growing membership by adding youth to existing units. District Executives may also identify individual elementary schools for potential new units, both public and private institutions. Starting new units with just a Tiger den is encouraged so that youth already engaged in a unit do not have their program disrupted.
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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.
Build Cub Scout Pack Health Evaluate the health of each Cub Scout pack on recruiting and program offerings and provide individualized improvement programs.
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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
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District Membership Chairs
District Membership Alpine
Aquila
Aurora Eric Chastain
Cascade Andy Zaborski
Foothills Holly Aitken
Green River Theresa Brummit
Mt. Olympus
North Lakes Christina Coonradt
Orca
Sammamish Trails Gary Gilliam
Sinclair Donna Hale
Thunderbird
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District Membership Chair Responsibilities
The District Membership Chair is responsible for the recruiting and retaining of new Scouts and their families. The Chair is also responsible for establishing and maintaining mutually beneficial relationships in the community.
Coordinate recruiting campaigns with District Executive and volunteers o Ensure that all Packs have marketing and recruiting materials o Gather list of all public and private elementary schools and ensure a “Registration Night” has been scheduled at each one o Help District Executive with school visits and community outreach events for Cub Scout recruiting in the fall o Help District Executive with school visits and community outreach events for Tiger recruiting in the spring
Work with District Executive to hold an annual Cub Scout Recruiting workshop
Maintain list of current Cubmasters, Webelos 1 and 2 den leaders, and Scoutmasters for Webelos transition
Ensure that troops have Webelos transitions activities planned and executed
Attend monthly district meetings
Attend Council Coordinated meetings (3 times annually)
Encourage year-round recruiting efforts at both Cub Scout and Boy Scout units
Work with team of Unit Membership volunteers to ensure commitment to training of recruiting and attainment of recruiting goals
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Vice President Membership Tasks
Month Activity
August Attend District Cub Scout Recruiting Workshops Ensure that Council Membership website is updated with current materials and recruiting ideas
September Provide Cub Scout Packs and Boy Scout troops with leader information to aid in Webelos crossover
October Provide districts Market Analysis and discuss Review Webelos transition efforts
November Aid with charter renewal efforts
December Aid with charter renewal efforts
January Review Journey to Excellence results from previous year Review previous year retention results Follow-up with Webelos transition efforts
February Identify units participating in Tiger Cub Spring recruitment
March Ignite Your Membership Workshop Crossover Webelos to Boy Scout Troop Follow up with Webelos that did not transition Follow-up with Cub Scouts and Boy Scouts that did not re-register (after recharter completed)
April Review Journey to Excellence goals and progress Initiate Tiger Spring recruitment activities Order campaign marketing materials Follow-up with Scouts that did not re-register
May Review Advancement rates
June
July Review Journey to Excellence goals and progress
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Cub Scout Membership Team Growth Tasks
Month Activity
Coordinate District Cub Scout Recruiting Workshop August Community Outreach recruiting effort Begin Fall Recruiting Drive
Coordinate Fall Recruiting Drive September School Recruitment and Registration Community Outreach recruiting effort
School Recruitment and Registration for Pack October Webelos Meet Boy Scout Troop Activity
Follow up with additional recruitment and registration if unit goal not met November Charter Renewal Webelos Meet Boy Scout Troop Activity
December Charter renewal
Follow-up with Cubs that did not re-register January Plan Spring Recruiting Drive
Plan Spring Recruiting Drive February Check Crossover Webelos to Boy Scout Troop progress
Day Camp sign up March Attend Ignite Your Membership Workshop Coordinate Spring Recruiting Drive/Roundup for Pack Check Crossover Webelos to Boy Scout Troop progress
Day Camp sign up April Coordinate Spring Recruiting Drive
Plan the Fall Recruiting Drive May
Community Outreach recruiting effort June Plan the Fall Recruiting Drive
Cub Scout Day Camp July Plan for the Fall Recruiting Drive for Pack & District Workshops
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Boy Scout Membership Team Growth Tasks
Remember that peer-to-peer recruiting efforts are the most effective and should be conducted year round.
Month Activity
Community Outreach recruiting effort August Coordinate Fall Recruiting Drive September Community Outreach recruiting effort
Webelos Meet Boy Scout Troop Activity (Webelos Woods or Roundtable Open House) October
Webelos Meet Boy Scout Troop Activity (Individual unit activity) November Charter renewal
December Charter renewal
Follow-up with Scouts that did not re-register January Crossover Webelos to Boy Scout Troop February Attend Ignite Your Membership Workshop March Crossover Webelos to Boy Scout Troop Follow up with boys who did not cross over
April Plan Fall Recruiting Drive May
Plan Fall Recruiting Drive June
July
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Council Membership Backdating Schedule
Tiger Growth Initiative Task Assignment Due Date Educate volunteers on Millennials and how to meet the Vice President Membership ongoing needs of their sons Create marketing materials with Millennials in mind Council Membership Team ongoing Provide tools to districts and units for recruiting Vice President Membership ongoing Hold annual Ignite Your Membership workshop Vice President Membership March 2017 Council Staff Work with Program team to create meaningful Vice President Membership February 2016 Adventures (Experience Oriented Events) directed to Vice President Programs Tigers Council Staff Identify Packs and Dens with low retention rates, help Council Staff March 2017 modify program, and review volunteers Membership Team Identify meaningful recruiting materials Council Staff August 2017 Membership Team Emphasize peer-to-peer recruiting #BringAFriend Council Staff September 2017 Membership Team Discuss initiative at Program and Training Conference Membership Team October 2017 Increase use of Social Media and Story Telling using Council Staff ongoing video Membership Team Add #BringAFriend and #ShareScouting to all print and Marketing Team ongoing digital materials distributed externally and internally
Build Parent Volunteers Task Assignment Due Date Educate on concept of “Every Family Volunteers” at Vice President Membership ongoing workshops and media communication Write eTotem articles with ideas Vice President Membership Spring & Fall 2017 Educate current volunteers and staff on idea of “team” Vice President Membership August 2017 approach to a volunteer activity Council Staff Break down volunteer jobs into small tasks with Unit Leaders June 2017 identifiable start and end time Council Staff Work with Training team to get new volunteers trained Training Chair ongoing and educated in a timely manner
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Build Cub Scout Pack Health Task Assignment Due Date Identify Pack Development Volunteer District Executives January 2017 Review health of each Pack giving A, B, C grade District Executives February 2017 Meet with “C” Packs to review program District Executives March 2017 Pack Development Volunteer Create program upgrades Pack Development Volunteer June 2017 Pack Committee Implement new Pack program Pack Committee September 2017
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Appendix A District Membership Totals Reports September 2016
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Appendix B Journey to Excellence 2015 Year End
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Journey to Excellence September 2016
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Appendix C Chief Seattle Council Market Analysis
Appendix D Chief Seattle Council Membership Resources Website
Appendix E Link to National Marketing and Membership Hub website
Appendix F Link to 2016 National Growth Plan
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