The Challenge of Growth in Scouting Tool for analysis Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing Team

The Challenge of Growth in ScoutingTool for analysisRegional Communication Fora 2010By the World Scout Bureau, External Relations & Marketing Team

©WSB | Regional Communication Fora | 2010 | page 2

Programme of the session


A Strategy for Growth
































What does Growth mean for Scouting… ?


What do economists say about Growth?

Definition 1An investment style that looks for stocks with strong earnings and/or revenue growth or growth potential.

Definition 2Economic expansion as measured by any number of indicators such as GDP.


And for Scouting?

Definition 1

An investment style that looks for stocks with strong earnings and/or revenue growth or growth potential.

Definition 1

Economic expansion as measured by any number of indicators such as GDP.


WOSM Constitution, Chap II, Art IV-2-b : “The purpose of WOSM is to foster the Scout Movement throughout the world

by… facilitating its expansion and development”


Possible Growth Ingredients

Invest inQuality

Createstock with

Equity

Expandwith

Quantity

Programme Membership

Brand


In which proportion?

Invest inQuality

Create stock with

Equity

Expandwith

Quantity


Brand



Quality

Equity

Quantity


Brand



Quality

Equity

Quantity


Brand


What is the right balance?

Quality EquityQuantity


Brand


What comes first?


What comes first?

Quantity

Quality

Equity


Quality in Scouting


Quality in Scouting

• Better programme focused on needs of youth

• Personal progression

• Youth involvement

• Challenging opportunities

• Social relevance

• Leadership


Implementation of the Scout Method


Quantity & Membership


Quantity in Scouting

On what do we base membership?

• Scout Promise?• Membership fee?• An activity during the year?• A specific number of activities during the year?• Number of people registered in a local group?

How to we get quantitative information?

• Through a census?• Through a registration system?


Demographic trends


Demographic trends

• Age ranges

• Characteristics of youth

• Adult volunteers

• Age of joining

• Age of leaving


Scout Movement’s demographic trends

Measurement of the variation of the membership

• Particular age range in a certain geographical area• Youth membership since last youth programme review• Female or male membership• Recruitment after a change of image, a media campaign, a

large event

Other factors affecting the demography:

• External changes: Migration, perception of Scouting’s action, government’s national educational or youth policies

• Internal changes: Structure of the association, governance, management style


Market Share& Penetration Rate


Potential Market Share

Scouting Membership÷

Available Youth Population=

Penetration Rate

The penetration rate is conditioned by some questions

• Is Scout activity planning convenient for the families and their children?

• Is the youth programme relevant to the children and families’ expectations?

• Are the volunteers offering all guarantees for child protection and safety?


Trends affectingthe image of Scouting


Image of Scouting

External situation affecting the image• Political• Cultural• Economical• Social• Technological

The image of the competitors• Sport clubs• Youth clubs• Cultural activities,…


Trends affecting young people


Young people

• Political: Democratic conditions for youth participation. National youth policy.

• Economical: Youth unemployment, child labour, social exclusion• Social: Youth involvement, HIV/AIDS, housing, rural population

moving to urban areas, migration• Cultural: Living conditions of ethnic, religious, social minorities• Technological: Use of information and communication

technologies• Environmental: social environment risks, urban violence


Trends affecting adults


Specific trends affecting volunteering

• Political: State policies fostering volunteering and supporting engagement with civil society

• Economical: Financial capacity to dedicate time to voluntary activities vs. adult unemployment

• Social: Recognition and promotion of volunteering


Action for growth…


Strategy for Growth

Growth starts at the local level

• Supported at national, regional and international levels• Connected with the strategy of the national Scout organisation• Related to the quality of the youth programme, the membership

quantity and the image of the Movement (brand equity)


Strategy for Growth

Growth


The effects of growth…


The expected effects are…


Better Scouting…

…For moreYoung

people…

???


The expected effects are…


Better Scouting…

…For moreYoung

people…

… supported by a worldwide

recognised brand


Thank you for your attention!

Thank you.Ready to grow?


Thank you for your attention!

The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm

Concept and writing: Richard AmalvyDesign and diagrams: Simon BourgesPhotos: Archives of the World Scout Bureau

© World Scout Bureau, September 2003, September 2008© World Scout Bureau, April 2010

All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.

Find all resources onscout.org/mediascout.org/brand

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The Challenge of Growth in Scouting Tool for analysis Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing Team