2020 Annual Report 1 THE GIRL SCOUT MISSION THE GIRL SCOUT LAW Girl Scouting builds girls of courage, I will do my best to be confidence, and character, honest and fair, who make the world a better place. friendly and helpful, considerate and caring, courageous and strong, and THE GIRL SCOUT PROMISE responsible for what I say and do, and to On my honor, I will try: respect myself and others, To serve God and my country, respect authority, To help people at all times, use resources wisely, And to live by the Girl Scout Law. make the world a better place, and be a sister to every Girl Scout. Annual Report Cover – The cover of the Annual Report this year represents the tale of two half years that we experienced in 2020 with color and a girl journey. The two half years are represented by the two Pantone colors of the year, Ultimate Gray and Illuminating Yellow. The gradient and movement of the two colors interacting with one another share how the year started out yellow, exciting and normal and moved into the gray with uncertainty and overwhelming change of the world around us. The girl’s journey ultimately reverts back to yellow as we take our new normal in stride and look into our future with resilience. 2 TABLE OF CONTENTS Executive Message 4 Take the Lead 22 Transformation Strategy 6 Thank you to our Donors 24 Program Accomplishments FY20 10 Board of Directors 30 Financial Report 20 Our Footprint 31 3 GIRL SCOUT LEADERSHIP EXPERIENCE (GSLE) IN ACTION: GIRL SCOUTS GIVING BACK DURING THE PANDEMIC Making masks for frontline healthcare workers Writing letters to isolated elderly people in retirement communities Organizing food and supply drives for increased at-risk population Staying connected while physically apart EXECUTIVE MESSAGE 4 Working Together to help create the next generation of female leaders. The Girl Scouts of Eastern Pennsylvania In the first half of our fiscal year, GSEP realized We are so proud to offer every girl, in these (GSEP) began FY20 with three core business a robust Fall Recruitment campaign and a everchanging times, a chance to prepare for a goals of Movement, Membership, and Money, very successful Cookie Program. Take the lifetime of leadership, adventure, and success. laser focused on providing the full Girl Scout Lead Greater Philadelphia was held in person We are inspired every day by the positive Leadership Experience (GSLE) to all girls in in early March. Unfortunately, the in-person actions our Girl Scouts take at home, and in our nine-county footprint. Mid-year GSEP Take the Lead Berks and Take the Lead Greater their virtual interactions with family, friends, developed the Transformation Strategy to Lehigh Valley had to be canceled. All three and their communities. We are also especially align with the National Movement Strategy. events, however, raised significant funds for grateful for our Girl Scout Volunteers and Staff 2020 marked the 100th Anniversary of the GSEP’s programs for underserved girls across who stepped up to provide support, guidance, 19th Amendment Women’s Right to Vote, and its 9-county footprint as well as Camperships. and a sense of community for our girls during GSEP reflected on and celebrated how far By mid-March, all in person programs were this uncertain time. we had brought to fruition the vision of Girl canceled and within two weeks GSEP launched Thank you for being a valued part of this Scouts founder, Juliette Gordon “Daisy” Low Girl Scouts @ Home with more than 10,000 girls important organization. We are pleased to 108 years ago. participating through June. Camp @ Home share this annual report, which will highlight was also created and saw incredible success and guide you through the first 5 months of with more than 1,500 participating girls. While our Transformation Strategy and our plans to the pandemic dictated that we remain at home, engage with the girls, their families, and our GSEP’s priorities remained firm, ensuring volunteers to create a culture of excellence in its membership and staff were safe, and the membership growth, innovative and effective mission Girl Scouting could be realized virtually. operations: Girl and Volunteer programs and events, and Member services. Deborah Hassan Kim E. Fraites-Dow Chair, Board of Directors Chief Executive Officer 5 Girl Scouts of Eastern Pennsylvania, Inc. GSEP’s three core goals are key to its At the conclusion of FY19, the previous three- (GSEP), operates as an independent, nonprofit success: year Strategic Plan concluded. Early in FY20 organization chartered by Girl Scouts of the USA GSUSA shared the new national strategy, (GSUSA). Girl Scouts’ mission is to build girls of 1. Movement: Ensure every girl in GSEP’s which focuses on three priority customers: courage, confidence, and character, who make nine-county footprint is aware of and has Daisy and Brownie Troop Leaders; Latinx the world a better place in nine Pennsylvania access to the full Girl Scout Leadership Communities/Latinas; and Older Girls. counties: Berks, Bucks, Carbon, Chester, Experience (GSLE). Afterwards GSEP spent a couple months Delaware, Lehigh, Montgomery, Northampton, 2. Membership: Achieve sustainable developing the Transformation Strategy, which and Philadelphia. In Fiscal Year 2020 (October membership growth through troop is heavily rooted in the ongoing work of the 1, 2019-September 30, 2020), GSEP provided formation reaching 90% of the annual girl previous plan. The seven guiding principles the Girl Scouts Leadership Experience (GSLE) membership goal by December 31st. remain important: Leadership, Community, to close to 31,000 girls, with the help of close to 3. Money: Continuously reinvest in the girl Service, Inclusion, Respect, Integrity, and 15,000 adult members. and volunteer experience by generating Innovation; as well as GSEP’s vision of service, a surplus through increased revenue and learning and growth. optimized resource utilization. 6 FY 20-22 MOVEMENT STRATEGY OVERVIEW: Daisy and Brownie Latinx Older Girl Troop Leaders Communities/Latinas Relevant Reach and retain Transform the Effective Reimagine Equity Brand more girls volunteer experience operations revenue sources GSEP ORGANIZATIONAL TRANSFORMATION GSEP’s new Transformation Strategy closely information about Girl Scouts, Volunteers, and Core Goal 3 will be improved through great aligns with three of the six strategic focus areas: Alumni within each community will be key. customer service and ease of partnering with Reach and retain more girls; Transform the Service Units will be able to celebrate girls who GSEP. Effective processes must be mapped volunteer experience; and Effective operations. have earned Bronze, Silver and Gold Awards, out and GS programs must be relevant and Top Cookie Seller, Volunteer Awards, and To reach Core Goal 1, GSEP needs to see relatable. Increased staff training on effective Alumni within each community/service unit. communities/service units as territories and budget management and how every role fits GSEP will focus on the concept of exploding understand what makes each community into the success of the whole organization will its existing members to advocate for more work, e.g., schools, houses of worship, parks, be a priority. Ongoing analysis of resource members to join. recreation centers, key businesses. GSEP will management must continue to ensure GSEP focus on the natural life stages of Girl Scouts, Core Goal 2 is directly linked to Core Goal 1. spending matches with its priorities. grouped loosely in K-5 and then 6-12. GSEP Reaching more Girl Scouts through GSEP’s must relate and communicate with each efforts in Core Goal 1 will result in increased community including current girl and adult membership. GSEP will only be successful by members, Alumni, and partners. Sharing utilizing GSEP’s volunteer structure to drive membership. Special focus on accessibility and flexibility will be key, and GSEP must be adaptable to the changing needs of each community. TRANSFORMATION STRATEGY 7 GIRLS’ LEADERSHIP Volunteers Experience Focusing on Excellence for Our Organization: our Girl Scouts Leadership Excellence: Accountability, Breakthrough Thinking, to achieve an outstanding Conscious Empathy Girl Leadership & Volunteer Experience Operational Strategy Member & Excellence: Functional & New Community Girl Program Excellence Markets Excellence & Volunteer Services COMMUNICATIONS FOCUSING ON EXCELLENCE FOR OUR GIRL SCOUTS... 8 GSEP will focus on getting its house in order to achieve excellent Girl Leadership and Volunteer Experience. Girls’ Leadership is at the top of the house. Volunteers Experience is just below them…supporting their experience. Our Organization will focus on developing a culture than moves from maintenance to excellence. GSEP will accomplish this through the ABC’s: Accountability – to achieve results; Breakthrough Thinking – to be ever better; and Conscious Empathy – both internally and externally. GSEP’s four pillars of EXCELLENCE include: Strategy and New Markets; Member and Community; Operations; and Functional. The flow will move from formalizing a strategy and identifying new markets; to Member and Community Excellence; to Operational Excellence- who we are and what we do: girl program and volunteer services; supported by Functional Excellence needed for any organization to be successful. Communications runs throughout. 9 PROGRAM ACCOMPLISHMENTS FY20: The following narrative details GSEP’s achievements for FY20 as they relate to the emerging Transformation Strategy, and GSEP’s COVID-19 response. FY20 was really like the tale of two cities, with the first six months seeing record breaking performance in all revenue lines, number of girls registered as members, the Cookie Program, Retail, and Girl program registrations. The second six months saw a complete halt to GSEP’s in-person programming and a total pivot to a virtual Girl Scout experience through Girl Scouts at Home and Camp at Home. 10 PROGRAM ACCOMPLISHMENTS FY20: STRATEGY AND NEW MARKETS GSEP started FY20 with clear goals and When the pandemic hit, ensuring GSEP’s strategies to support the year of Girl Scouting.