Demonstrating Impact

Demonstrating Impact. Let’s take a closer look...Chris James

The Scout Association

What we do . . .

We challenge our members to experience fun, friendship and everyday adventure to help them reach their potential and have a positive impact on society

Over 200 activities . . .

• Half a million members in the UK

• 400,000 young people and 100,000 adults

• Growing in each of the last seven years –

• Scouts spend 2 million nights away

• Scouts on the moon

• Lennon and McCartney were both Scouts

We have a positive impact on . . .

Young people – providing opportunities to grow in confidence and develop life skills.

Adult volunteers – providing the opportunity to develop skills and training,

Society – providing practical benefits to our communities.

The numbers . . .

91% of volunteers and 88% of youth members stated that Scouting had helped them develop key skills.  41 per cent of employers reported that a job applicant’s involvement in Scouting would be a positive influence on their decision to employ them.* 36 per cent of former youth members volunteer regularly (at least two hours per week); 47 per cent of Scout leaders volunteer outside of Scouting,

Key challenges. . .

• Outdated image of Scouting

• Lack of awareness of our scope and impact

• 34,000 young people on waiting lists

• Need to attract more adult volunteers

• Lack of resources for local Scouting 

The way we were . . .

The way we were . . .

And the winner is . . .

The way we were . . .

‘Insanity: Doing the same thing over and over again and expecting different results.’

Albert Einstein

Where we were going wrong . . .

• Not enough focus on impact

• Not sharing effectively

• Too much focus on print

Why video?

• Better at conveying emotion

• Leading to strong call to action

• Cost effective

• Can be easily and inexpensively shared

• Can be used as a recruitment tool locally

• Immediate response

The brief

• Communicate brand values

• Promote flexible volunteering

• Represent the movement’s diversity

• Promote girls in Scouting

• Represent communities across the UK

• Input from young people

• Embed in strategy

Choosing the right agency

• Evolution Creative

• Great understanding of our brand and strategy

• Experience in delivering compelling communications

• Results driven

The film

Other challenges

• Geography and costs

• Other commitments

• Diversity and relevance

• Regional accents

Development

• Brief, concept and script signed off by SMT

• Ambassador contributions

• Collaborative approach

• Tie in printed materials (more standard format)

• Keeping to budget (same budget

as previous years)

Internal buy-in

• Brief, concept and script signed off by SMT

• Ambassador contributions

• Collaborative approach

• Tie in printed materials

Launch

• Premiere at National AGM

• Same day launch online and in social media

• E-comms to all adult members

• High res file available to download

Volunteer perspective

Chris Foster

Assistant County Commissioner 14-25

Greater London North

Results

• 3.3% growth in youth membership

• 2.7% growth in adult membership

• 12,400 views on YouTube

• Not just a trophy project

Questions to ask . . .

• Think why someone would watch and share it externally• Is it creative, engaging, funny, exciting? • Is it embedded in brand and organisational strategy? • Is it agreed and signed off? • Does it have a reasonable shelf life? • Can it be used locally?• Is it emotive? Does it tell as story? Is it authentic? • Is there a call to action?• Are you getting best value? • Does it demonstrate impact?

So, what’s stopping you?

Demonstrating Impact. Let’s take a closer look...Chris James

The Scout Association