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Transforming Scouting for Relevant Experiences

Discover the need for change in Scouting, explore growth and momentum trends, and learn about the plan to create relevant experiences for members.

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Transforming Scouting for Relevant Experiences

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  1. National Council and Outdoor Program Group Update Keith Christopher Outdoor Programs/Properties Department October 22, 2014

  2. Scouting provides life- changing experiences young people can’t get anywhere else. Scouting makes the most of the little time parents have to impact their children. The Foundation

  3. Why Do We Need to Change? Why Do We Need to Change? • Growth has stalled. • Voice of the Scout points to the need for a more member-centric organization. • Resources are not optimized. • A sense of urgency is required.

  4. Do we have the organizational capacity to add value to our current and future members?

  5. We have not evolved and adapted fast enough to match the expectations of our current and future members. Our traditional membership base has shifted. • We have made decisions that negatively impacted our traditional revenue. • Inefficiencies have strained financial capacity. • Our talent pool does not reflect enough of the skills and diversity required. Dissecting our Growth and Momentum Trends

  6. We must serve more youth. We must keep our programs relevant to the youth of today and tomorrow. We must deliver what we promise. Our measure of our success must be viewed through a single question, “Does it make a difference in the life of a child?” Wayne Brock Chief Scout Executive

  7. What Does this Mean? We will shift from making members fit in today’s Scouting experience to creating relevant experiences our members, and future members, want. Experience

  8. The Four Scouting Experiences My Unit Experience My Activity Experience My Community Experience My Digital Experience

  9. Where to start:Continuous Improvement Model Creating A New Operational Flow Based On Continuous Improvement Deploy Learning Assess Evaluate Design and Develop Member Support New products, ideas, methods, services, approaches, or processes

  10. Assess Marketing Intelligence • Review and test the concept against the member experience • Evaluate market trends and competitors • Approve the concept

  11. Design and Develop Design and Development Center • Evaluate • Design • Develop • Test • Launch

  12. Design and Develop Scouting Interactive Digital Experience Distance Learning Web Electronic Publications Virtual Meetings Email Mobile, Apps, Video, Text Gaming Social Media

  13. Learning Scouting University • One Team – One BSA • Become fully integrated • Design learning plans • Facilitate training and leadership development • Provide performance coaches

  14. Deploy Regional Operations and National Experiences • Prepare individual council service plans • Enhance the outdoor experience • Create a supply and business development strategic approach

  15. Member Support Member Care and Shared Services • Create a Member Care Contact Center • Build capacity through shared services • Leverage vendors for sourcing solutions

  16. Evaluate Strategic Performance Office • Evaluate members’ experience • Evaluate local and National Councils’ performance • Drive strategy and continuous improvement

  17. Experience-Oriented Scouting Deploy Learning Assess Evaluate Design and Develop Member Support Scouting Interactive Digital Experience Member Care and Shared Services Marketing Intelligence Regional Operations Strategic Performance Office National Experiences: Summit High Adventure Museum Supply Design and Development Center Scouting University

  18. Desired Outcomes • More youth and adult members and supporters receive life-changing Scouting experiences. • Parents across all demographics believe that Scouting is for their children. • Volunteer and employee satisfaction improve and reflect a culture that values learning and continuous improvement.

  19. Council Service Plans and Catalog of Services Member Care Contact Center (formerly National Support Center) National and Regional Volunteer Committees and Advisors Impact on Councils, Regional Operations and National Committees, and Task Forces

  20. Primary Contacts for Support • Member Care Contact Center • Area Director and Area Committee • Regional Operations • Scouting University – Training Support/JTE Performance Coaching

  21. Call to Action Do we have the organizational capacity to add value to our current and future members?

  22. BSA NOCM Level 2 Enterprise Strategy Map (version 1.7) Outcomes: Character, Leadership, Citizenship, and Fitness Our Supporter Family (National) Members & Partners “What member needs must we serve?” Our Member Family (Councils) MP1 “We ensure Life Changing Experiences for our members” MP3 “We Deliver Life Changing Experiences for our members” MP2 Relationship Experiences Experience Oriented Scouting Lagging Financial "To satisfy our members and partners, what financial objectives must we accomplish?” F8 “We are financially healthy” F4 “We ensure we are financially healthy” F1 Increase Revenue F2 Manage Expenses F3 Improve Property Profitability F5 Increase Revenue F6 Manage Expenses F7 Improve Property Profitability P6 “We ensure Unit Leaders have FUN Meetings with positive outcomes” P12 “Our Unit Leaders have FUN Meetings with positive outcomes” Confidential & Privileged – Not for Distribution P11 Provide relevant programs that connect with youth of today Process “To satisfy our members and partners, in which internal business processes must we excel?" P5 We ensure relevant programs that connect with youth of today P8 Timely, Relevant and Effective Communications P10 Embrace and Adhere JTE Standards P4 Help Councils Meet BSA Charter Requirements P3 Timely, Relevant and Effective Communications P1 Enhance Youth Recruiting P2 Provide Great Member Care P7 Enhance Youth Recruiting P9 Provide Great Member Care People and Technology "To achieve our goals, what human resources and technologies must we leverage?” PT3 “Through selection and training we ensure units have effective leaders” PT6 “Through selection and training we have effective Unit Leaders” Leading PT5 Develop Capable, Competent and Diverse Leadership PT4 Develop Enough Capable, Passionate, and Diverse YSEs PT1 Develop Enough Capable, Passionate, and Diverse YSEs PT2 Develop Capable, Competent and Diverse Leadership PT0 Leverage Tools to Personalize the Experience

  23. Outdoor Programs/Properties includes oversight for: Aquatics Camping COPE/Climbing FishingShooting Sports Properties Development

  24. Outdoor Programs/Properties • National Council Key Contact: • Keith Christopher National Director, Sea Scouts, BSA 1325 West Walnut Hill Lane- Sum 102 Irving, Texas 75038 Office: 972-580-7810 Fax: 972-580-2563er: 972-580-keith.christopher@scouting.org

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