Chief Seattle Council Membership Growth Plan 2016

Transcription

1 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 Chief Seattle Strategic Plan Page 1

2 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 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 Page 2

3 Introduction Executive Summary Chief Seattle Council experienced falling traditional membership from 2011 to 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 onetime registration event. Boy Scouts grow mainly from Webelos transition with some small growth from peerto-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, ed 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. Page 3

4 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 B07 Generational Soup 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 TAY Total Cub Scouts Cub Scouts Expected Cub Scout Market Share Auburn % Seattle % Seattle % Seattle % Bellevue % The 2015 Council Market Analysis included the following information on market penetration: TAY Members Market Share Cub Scouts 66,721 7, % Boy Scouts 39,366 6, % Venturing 76,077 1, % Nationally the average market share for Cub Scouts year ending 2014 is 11.87% and 10.58% for the Western Region. Page 4

5 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. Page 5

6 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? Page 6

7 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 Page 7

8 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. Page 8

9 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 Page 9

10 District Membership Chairs Alpine District Membership Chair Aquila Aurora Bill Sylvester Cascade Christyne Mayberry Foothills Green River Theresa Brummit Thomas Harto Mt. Olympus Russ Moan North Lakes Cub Scouts Webelos Transition Morgan Wheaton Cyndy Jones Orca Sammamish Trails Gary Gilliam Sinclair Donna Hale Thunderbird Adrian Cowens Page 10

11 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 fall recruiting campaigns with District Executive and volunteers o Gather list of all public and private elementary schools and ensure a Join Night has been scheduled at each one o Help District Executive with school visits and community outreach events for Cub Scout recruiting in September and October o Participate in school night membership registrations for Cub Scout packs 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 execute Monthly newsletter article listing recruiting efforts and ideas for recruiting Attend monthly district meetings Attend Council Coordinated meetings (4 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 Aid Cub Scout Packs with Spring Recruitment plan with a focus on kindergarten for Tigers to be registered June 1 Page 11

12 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 Page 12

13 Cub Scout Membership Team Growth Tasks Month Activity August September October Coordinate District Cub Scout Recruiting Workshop Community Outreach recruiting effort Begin Fall Recruiting Drive/Roundup for Pack Coordinate Fall Recruiting Drive/Roundup for Pack School Recruitment and Registration Community Outreach recruiting effort School Recruitment and Registration for Pack Webelos Meet Boy Scout Troop Activity November Follow up with additional recruitment and registration if unit goal not met Charter Renewal Webelos Meet Boy Scout Troop Activity December January Charter renewal Follow-up with Cubs that did not re-register Plan Spring Recruiting Drive/Roundup for Pack February Plan Spring Recruiting Drive/Roundup Complete Annual Membership Agreement Check Crossover Webelos to Boy Scout Troop progress March Day Camp sign up Attend Ignite Your Membership Workshop Coordinate Spring Recruiting Drive/Roundup for Pack Check Crossover Webelos to Boy Scout Troop progress April Day Camp sign up Coordinate Spring Recruiting Drive/Roundup May June Plan the Fall Recruiting Drive/Roundup for Pack Community Outreach recruiting effort Plan the Fall Recruiting Drive/Roundup for Pack July Cub Scout Day Camp Plan for the Fall Recruiting Drive/Roundup for Pack & District Workshops Page 13

14 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 August September October Community Outreach recruiting effort Coordinate Fall Recruiting Drive Community Outreach recruiting effort Webelos Meet Boy Scout Troop Activity (Webelos Woods or Roundtable Open House) November Webelos Meet Boy Scout Troop Activity (Individual unit activity) Charter renewal December January February March Charter renewal Follow-up with Scouts that did not re-register Crossover Webelos to Boy Scout Troop Attend Ignite Your Membership Workshop Crossover Webelos to Boy Scout Troop Follow up with boys who did not cross over April May June Plan Fall Recruiting Drive Plan Fall Recruiting Drive July Page 14

15 Council Membership Backdating Schedule Tiger Growth Initiative Task Assignment Due Date Educate volunteers on Millennials and how to meet Vice President Membership ongoing the needs of their sons Create marketing materials with Millennials in mind Council Membership Team ongoing Hold annual Ignite Your Membership workshop Vice President Membership March 2016 Council Staff Work with Program team to create meaningful Vice President Membership February 2016 Adventures (Experience Oriented Events) directed to Tigers Vice President Programs Council Staff Identify Packs and Dens with low retention rates, help Council Staff March 2016 modify program, and review volunteers Membership Team Emphasize peer-to-peer recruiting #BringAFriend Council Staff September 2016 Membership Team Identify meaningful recruiting materials Council Staff August 2016 Membership Team Increase use of Social Media and Story Telling Council Staff ongoing Add #BringAFriend and #ShareScouting to all print and digital materials distributed externally and internally Membership Team Marketing Team ongoing Build Parent Volunteers Task Assignment Due Date Introduce concept of Every Family Volunteers at Vice President Membership March 2016 Ignite Your Membership workshop Write etotem articles with ideas Vice President Membership Spring & Fall 2016 Educate current volunteers and staff on idea of Vice President Membership August 2016 team approach to a volunteer activity Council Staff Break down volunteer jobs into small tasks with Unit Leaders June 2016 identifiable start and end time Council Staff Work with Training team to get new volunteers trained and educated in a timely manner Training Chair ongoing Page 15

16 New Unit Creation Task Assignment Due Date Create New Unit Creation teams Council Staff January 2016 Identify prospects Council Staff January 2016 Set staff incentive program Director of Field Service February 2016 Add specific, identified volunteers to team New Unit Team February 2016 Team sales calls during designated period New Unit Team February 2016 Build Unit Leadership Team New Unit Team February 2016 Schedule and conduct Join Nights New Unit Team March 2016 Page 16

17 Appendix A District Membership Totals Reports 2010 to 2014 Page 17

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23 Appendix B Chief Seattle Council Market Analysis Appendix C Chief Seattle Council Membership Resources Website Appendix D Chief Seattle Council Strategic Plan Page 23