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Objectives

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MILLENNIALS

Parents of new Cub Scouts

Volunteers

Training professionals and volunteers

The Greatest Generation: over 84 years old

The Silent Generation: ages 67 – 84

The Baby Boomers: ages 48 – 66

Generation X: ages 32 – 47

The Millennials: 31 years-old and younger

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The generations

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Millennial population

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Most diverse population

Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

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Characteristics

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Parents of new Cub ScoutsPercent saying . . . Is one of the most important things in their lives

Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

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Parents of new Cub Scouts

Where do we find thesenew parents and volunteers?

American Legion and Auxiliary

Elks National Foundation

Kiwanis International

Lions InternationalOptimist International

Rotary International

VFW, Auxiliary

Loyal Order of Moose

YMCA

Boys and Girls Clubs

Top chartering organizations

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United Methodist ChurchChristian Church, Disciples of Christ

United Church of Christ, Congregational

Episcopal Church

Lutheran ChurchChurch of Christ

Presbyterian Church

Baptist Churches

Catholic Church

The Church of Jesus Christ of Latter-day Saints11

Top chartering organizations

Today, among adults ages 18-2925% have no religious affiliation22% identify with non-denominational churches 8% identify as other religions

55% not in our traditional target markets

64% of Millennials say they have an “Absolutely certain belief in God.”They pray about as often as their elders did in their own youth.

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Parents of new Cub Scouts

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Where can we find these parents?Involved•Community activities•Service projects•Causes

Communicate•Social networks•Texting•Smart phones

Parents of new Cub Scouts

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Council Market Analysis

DemographicsTrendsTapestry segments

ZIP code levelMaps

Parents of new Cub Scouts

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Parents of new Cub Scouts

Do they want their kids in Scouting?Yes!

But they might not know it.

CONFIDENT, CONNECTED, OPEN TO CHANGE

“How does Scouting fit into the broader architecture of my life?”

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Appealing to the parents and new Cub Scouts:Grand

Parents of new Cub Scouts

˅

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Millennials

Get along well with their parents

Boomeranged back home

Grandparents of new Cub Scouts

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Millennials’ parents

In traditional chartering organizations

More likely to have been Scouts

More time to get involved in the grandkids’ lives

Grandparents of new Cub Scouts

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Donors and volunteers

Financial resources

Just starting careers

College debt

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Donors and volunteers

Motivations for giving

Source: Generational Differences In Charitable Giving and in Motivations for Giving, The Center for Philanthropy at Indiana University, May 2008

Make the world a better place to live

Make my community a better place to live

Give the poor a way to help themselves

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Percent who say they volunteered in the past 12 months

Donors and volunteers

Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

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Donors and volunteers

Source: Volunteerism and Charitable Giving among the Millennial Generation, Kennesaw State University

Choosing which organization

The organization’s cause

The mission of the organization

The history of the organization

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Connect to donors and volunteers

Donors and volunteers

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Want to help Need to be asked

Have been scheduled by their parents

Expect to be part of a collaborative effort To be involved in the planning stages

Accustomed to structureWhat is expected of themWhen is it expectedWhy is it expected

Donors and volunteers

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Sheltered as children

Not inclined to trustBe open and honest

Donors and volunteers

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STRUCTURED

Success as a studentDoing exactly what you were told to doNo less and no moreOften didn’t require exceptional effort

Taught to the test

As learners

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Evaluations/gradesConsistent and public criteriaFair assessmentStudents know exactly how the teacher will evaluate Students can choose what level of success they want

Their rewardHigh praise

PromptlyFrequently

As learners

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Special and confident“I’m smart; I shouldn’t have to put out effort.”“Smart people don’t need to ask for help.”‘Working too hard shows you can’t cut it with gifts alone.”

Risk-averseImage maintenance is more important than learning

Special x EntitledThey may overestimate the value of their effortsUse examples and resources to exhibit actual excellence

As learners

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May need to learn:Advocate for themselvesTo take responsibility upon themselves

As learners

Think more criticallyWith more complexityAlert to unintended consequences

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May need to learn how to recover from failure

Millennials Raised on external reinforcementExpect points for everything they do

TrainersReward what you want to reinforceBe specific with your praise

As learners

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Team-oriented Millennials thrive in a collaborative environment

Group exercises and assignments – role playingIncrease use in trainings

Overcome learning challenges

Build skills in face-to-face interaction

As learners

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Confident

Connected

Open to change

Just who the BSA needs!

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Council Market Analysis ReportAn analysis of council membership and council area market demographicsUseful for recruiting, fundraising, marketing, and strategic planning

•Download from MyBSA > Resources tab > Council Market Analysis Reports •Select by region, area, and HQ city•Excel files of the tables in the report are available upon request to research.team@scouting.org

A 12 minute training webinar is available atwww.scouting.org/membership > Webinars, Podcasts, and Newsletters > Marketing Analysis Webcast

Ethnic and Generational DiversityPublications available through National Supply Group:

Successful Recruiting: Tapping Into Diverse MarketsStrategic Plan Research

PowerPoints and publications in PDF format at www.scouting.org/about

RESEARCH AND PROGRAM INNOVATIONTOOLS FOR COUNCILS

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Fact SheetsLearn about many aspects of the organization and see what is available for marketing, recruiting, and fundraising.Online and printable PDFs at www.scouting.org/about

Environmental ScanSecondary research of interest to the BSA―particularly helpful in United Way and grant applications.Online and printable PDFs at www.scouting.org/about

Research StudiesHelpful for telling the Scouting story – the value of Scouting – and in United Way and grant applications

Eagle Scouts: Merit Beyond the BadgeValues of AmericansSearch Institute’s 40 Developmental Assets Applied to ScoutingSummer Camp Outcomes StudyVolunteer Outcomes StudyA Year in the Life

Publications available through National Supply and PowerPoints at www.scouting.org/about

Surveys for Local CouncilsSurvey documents and templates, customizable and covering many topics. Councils can use a survey tool that is available for $200 through Research and Program Innovation or they can administer surveys as they choose.

RESEARCH AND PROGRAM INNOVATIONTOOLS FOR COUNCILS