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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
©WSB | Regional Communication Fora | 2010 | page 3
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 4
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 5
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 6
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 7
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 8
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 9
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 10
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 11
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 12
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 13
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 14
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 15
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 16
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 17
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 18
A Strategy for Growth
©WSB | Regional Communication Fora | 2010 | page 19
What does Growth mean for Scouting… ?
©WSB | Regional Communication Fora | 2010 | page 20
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.
©WSB | Regional Communication Fora | 2010 | page 21
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.
©WSB | Regional Communication Fora | 2010 | page 22
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”
©WSB | Regional Communication Fora | 2010 | page 23
Possible Growth Ingredients
Invest inQuality
Createstock with
Equity
Expandwith
Quantity
Programme Membership
Brand
©WSB | Regional Communication Fora | 2010 | page 24
In which proportion?
Invest inQuality
Create stock with
Equity
Expandwith
Quantity
Programme Membership
Brand
©WSB | Regional Communication Fora | 2010 | page 25
In which proportion?
Quality
Equity
Quantity
Programme Membership
Brand
©WSB | Regional Communication Fora | 2010 | page 26
In which proportion?
Quality
Equity
Quantity
Programme Membership
Brand
©WSB | Regional Communication Fora | 2010 | page 27
What is the right balance?
Quality EquityQuantity
Programme Membership
Brand
©WSB | Regional Communication Fora | 2010 | page 28
What comes first?
©WSB | Regional Communication Fora | 2010 | page 29
What comes first?
Quantity
Quality
Equity
©WSB | Regional Communication Fora | 2010 | page 30
Quality in Scouting
©WSB | Regional Communication Fora | 2010 | page 31
Quality in Scouting
• Better programme focused on needs of youth
• Personal progression
• Youth involvement
• Challenging opportunities
• Social relevance
• Leadership
©WSB | Regional Communication Fora | 2010 | page 32
Implementation of the Scout Method
©WSB | Regional Communication Fora | 2010 | page 33
Quantity & Membership
©WSB | Regional Communication Fora | 2010 | page 34
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?
©WSB | Regional Communication Fora | 2010 | page 35
Demographic trends
©WSB | Regional Communication Fora | 2010 | page 36
Demographic trends
• Age ranges
• Characteristics of youth
• Adult volunteers
• Age of joining
• Age of leaving
©WSB | Regional Communication Fora | 2010 | page 37
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
©WSB | Regional Communication Fora | 2010 | page 38
Market Share& Penetration Rate
©WSB | Regional Communication Fora | 2010 | page 39
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?
©WSB | Regional Communication Fora | 2010 | page 40
Trends affectingthe image of Scouting
©WSB | Regional Communication Fora | 2010 | page 41
Image of Scouting
External situation affecting the image• Political• Cultural• Economical• Social• Technological
The image of the competitors• Sport clubs• Youth clubs• Cultural activities,…
©WSB | Regional Communication Fora | 2010 | page 42
Trends affecting young people
©WSB | Regional Communication Fora | 2010 | page 43
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
©WSB | Regional Communication Fora | 2010 | page 44
Trends affecting adults
©WSB | Regional Communication Fora | 2010 | page 45
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
©WSB | Regional Communication Fora | 2010 | page 46
Action for growth…
©WSB | Regional Communication Fora | 2010 | page 47
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)
©WSB | Regional Communication Fora | 2010 | page 48
Strategy for Growth
Growth
©WSB | Regional Communication Fora | 2010 | page 49
The effects of growth…
©WSB | Regional Communication Fora | 2010 | page 50
The expected effects are…
Quality EquityQuantity
Better Scouting…
…For moreYoung
people…
???
©WSB | Regional Communication Fora | 2010 | page 51
The expected effects are…
Quality EquityQuantity
Better Scouting…
…For moreYoung
people…
… supported by a worldwide
recognised brand
©WSB | Regional Communication Fora | 2010 | page 52
Thank you for your attention!
Thank you.Ready to grow?
©WSB | Regional Communication Fora | 2010 | page 53
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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