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Connecting w ith Millennials

Connect with Millennials, Parents, and Volunteers for Cub Scouts, explore their characteristics, demographics, motivations, and educational approach.

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Connecting w ith Millennials

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  1. Connecting with Millennials

  2. Objectives • MILLENNIALS • Parents of new Cub Scouts • Volunteers • Training professionals • and volunteers

  3. The generations 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

  4. Millennial population

  5. Most diverse population Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

  6. Characteristics Conventional Achieving Confident Special Pressured Sheltered Team-oriented

  7. Millennials Parents of New Cub Scouts

  8. Parents of new Cub Scouts Percent saying . . . Is one of the most important things in their lives Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

  9. Parents of new Cub Scouts Where do we find these new parents and volunteers? • Traditional chartering organizations for BSA units: • Public Schools • Civic Organizations • Faith-based organizations

  10. Top chartering organizations Lions International Optimist International American Legion and Auxiliary YMCA VFW, Auxiliary Kiwanis International Boys and Girls Clubs Loyal Order of Moose Rotary International Elks National Foundation

  11. Top chartering organizations Episcopal Church United Methodist Church Christian Church, Disciples of Christ Catholic Church Presbyterian Church United Church of Christ, Congregational Baptist Churches Lutheran Church Church of Christ The Church of Jesus Christ of Latter-day Saints

  12. Parents of new Cub Scouts • Today, among adults ages 18-29 • 25% have no religious affiliation • 22% 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.

  13. Parents of new Cub Scouts Where can we find these parents? • Involved • Community activities • Service projects • Causes • Communicate • Social networks • Texting • Smart phones

  14. Parents of new Cub Scouts • Council Market Analysis • Demographics • Trends • Tapestry segments • ZIP code level • Maps

  15. 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?”

  16. Parents of new Cub Scouts Grand ˅ Appealing to the parents and new Cub Scouts:

  17. Grandparents of new Cub Scouts • Millennials • Get along well with their parents • Boomeranged back home

  18. Grandparents of new Cub Scouts • Millennials’ parents • In traditional chartering organizations • More likely to have been Scouts • More time to get involved in the grandkids’ lives

  19. Millennials Donors and Volunteers

  20. Donors and volunteers • Financial resources • Just starting careers • College debt

  21. Donors and volunteers Motivations for giving Make the world a better place to live Make my community a better place to live Give the poor a way to help themselves Source: Generational Differences In Charitable Giving and in Motivations for Giving, The Center for Philanthropy at Indiana University, May 2008

  22. Donors and volunteers Percent who say they volunteered in the past 12 months Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

  23. Donors and volunteers Choosing which organization The organization’s cause The mission of the organization The history of the organization Source: Volunteerism and Charitable Giving among the Millennial Generation, Kennesaw State University

  24. Donors and volunteers Connect to donors and volunteers

  25. Donors and volunteers • 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 structure • What is expected of them • When is it expected • Why is it expected

  26. Donors and volunteers Sheltered as children • Not inclined to trust • Be open and honest

  27. Millennials as Learners

  28. As learners • STRUCTURED • Success as a student • Doing exactly what you were told to do • No less and no more • Often didn’t require exceptional effort • Taught to the test

  29. As learners • Evaluations/grades • Consistent and public criteria • Fair assessment • Students know exactly how the teacher will evaluate • Students can choose what level of success they want • Their reward • High praise • Promptly • Frequently

  30. As learners • 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-averse • Image maintenance is more important than learning • Specialx Entitled • They may overestimate the value of their efforts • Use examples and resources to exhibit actual excellence

  31. As learners • May need to learn: • Advocate for themselves • To take responsibility upon themselves • Think more critically • With more complexity • Alert to unintended • consequences

  32. As learners • May need to learn how to recover from failure • Millennials • Raised on external reinforcement • Expect points for everything they do • Trainers • Reward what you want to reinforce • Be specific with your praise

  33. As learners • Team-oriented Millennials • thrive in a collaborative environment • Group exercises and assignments – role playing • Increase use in trainings • Overcome learning challenges • Build skills in face-to-face interaction

  34. Millennials Confident Connected Open to change Just who the BSA needs!

  35. RESEARCH AND PROGRAM INNOVATION TOOLS FOR COUNCILS • Council Market Analysis Report • An analysis of council membership and council area market demographics • Useful 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 at • www.scouting.org/membership > Webinars, Podcasts, and Newsletters > Marketing Analysis Webcast • Ethnic and Generational Diversity • Publications available through National Supply Group: • Successful Recruiting: Tapping Into Diverse Markets • Strategic Plan Research • PowerPoints and publications in PDF format at www.scouting.org/about

  36. RESEARCH AND PROGRAM INNOVATION TOOLS FOR COUNCILS • Fact Sheets • Learn 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 Scan • Secondary research of interest to the BSA―particularly helpful in United Way and grant applications. • Online and printable PDFs at www.scouting.org/about • Research Studies • Helpful for telling the Scouting story – the value of Scouting – and in United Way and grant applications • Eagle Scouts: Merit Beyond the Badge • Values of Americans • Search Institute’s 40 Developmental Assets Applied to Scouting • Summer Camp Outcomes Study • Volunteer Outcomes Study • A Year in the Life • Publications available through National Supply and PowerPoints at www.scouting.org/about • Surveys for Local Councils • Survey 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.

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