Be More: Grow More Through Membership

●Exploring Membership

●Creating New Ways to Engage Girls: Pathways

●Creating Recruitment Strategies to Target Different Age Levels

●Getting the Right Volunteers to Match Your Strategy

Agenda

The Girl Scout Mission Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.

GSUSA Membership Market Share

● Daisy: 5–6 Years Old

● Brownie: 7–8 Years Old

● Junior: 9–10 Years

● Cadette: 11–13 Years

● Senior: 14–15 Years

● Ambassador: 16–17 Years

Girl Membership by Grade Level in 2012

Kindergarten: 5 YearsGrade 1: 6 YearsGrade 2: 7 YearsGrade 3: 8 YearsGrade 4: 9 YearsGrade 5: 10 YearsGrade 6: 11 Years

Retention

Grade 7: 12 YearsGrade 8: 13 YearsGrade 9: 14 YearsGrade 10: 15 YearsGrade 11: 16 YearsGrade 12: 17 Years

Girl Membership Retention by Grade, MY2008–MY2012

Hispanic Market

●Latinas are 22% of the girl population.

●But just 4.7% of them are Girl Scouts.

Who is Our Competition?

The Girl Scout Mission Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.

What is Our Winning Proposition?

Challenge: Explore Membership in Your Country

At your table, share and discuss:

1. Where is most of your current membership?

2. What is the potential in your market?■ Who is not being served?

3. What challenges do you currently have related to membership retention?

4. Who are your competitors?

Explore Your Membership

Please be prepared to share key discussion points.

Creating New Ways to Engage Girls: Pathways

Pathways

then participate.Join first...

Younger and Older Girl Similarities and DifferencesSimilarities

●Want to be a part of some type of activity or organization (Girl Scouts, sports, etc.)

●Like being a leader within their activities

●Seek recognition for their achievements

●Enjoy learning about different cultures/religions and what makes them unique

Differences from Teenager

●Seek more independence

●Are more comfortable and confident with their group of friends and feel like they’ve found their niche

●Are competitive and want personal achievements vs. group achievements

●77% of our girls are within ages of 5–10 years old

●Younger girls want to be in troops

●Girls who start at a younger age in Girl Scouts are more likely to stay longer

●Girls want flexibility to participate

We can not serve all girls the same way!

What We Learned

Challenge: Creating Pathways for Your Country

1. What is The Girl Guide / Girl Scouts winning proposition?

2. What issues exist for girls in your country?

3. What interests girls in your country?

4. Besides troop meetings, think of 5 ways that girls could have a Girl Guide/Girl Scout experience in the age group assigned

Explore Pathway Ideas

Please be prepared to share key discussion points.

At your table, share and discuss:

Creating Recruitment Strategies to Target Different Age Levels

●K – 5 Troops (5 – 10 years old)

●Series for Teenagers (11 – 17 years old)

■ Middle School Series: BFF (11 – 13 years old)

■ High School Series: STEM (coming soon)

GSUSA Strategy for the Next 5 Years

New delivery options. Same quality experience.

K- 5 Troops

Troop Year = School Year

Troop

OldParadigm

September June

NewParadigm

Fall Start:Duration Can Vary

TroopWinter StartDuration Can Vary

Essential Elements

●Language

●Very low awareness of Girl Scouts

●Family plays an important role in the decision to join Girl Scouts

Hispanic Nuances

●Teenagers are busy!  

●Too many options/competition

●They are interested in participating in short-term, topic-based series experiences.  

●They want to engage in topics that are more critical to their daily lives:

■ Bullying

■ Media Literacy and Technology

■ The Environment

■ Other Topics

Series for Teenagers

●Designed to help girls improve their own relationships and lead a larger cultural change in their schools and communities

●Based on Girl Scouts’ popular and proven aMAZE! curriculum

●Led by adult facilitators and near-peer mentors

●Created as eight sessions but can be flexible!

BFF: Be a Friend First

Challenge: Create Targeted Recruitment Strategies for Your Country

Now let’s talk specifics

Community Name:_______________________Audience: Girls

Ready to go further? Think about how you will target Volunteers and Community Partners.

Getting the right volunteers to match your strategy

Volunteers & Partnerships

Now let’s talk specificsNow think about Volunteers and Partnerships and collaboration

For more on targeting and supporting volunteers, join “Volunteerism: Facilitating and Improving the Volunteer Environment in Your MO” Tuesday at 11:00