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

2. ©WSB | Regional Communication Fora | 2010 | page 2 Programme of the session

3. ©WSB | Regional Communication Fora | 2010 | page 3 A Strategy for Growth

4. ©WSB | Regional Communication Fora | 2010 | page 4 A Strategy for Growth

5. ©WSB | Regional Communication Fora | 2010 | page 5 A Strategy for Growth

6. ©WSB | Regional Communication Fora | 2010 | page 6 A Strategy for Growth

7. ©WSB | Regional Communication Fora | 2010 | page 7 A Strategy for Growth

8. ©WSB | Regional Communication Fora | 2010 | page 8 A Strategy for Growth

9. ©WSB | Regional Communication Fora | 2010 | page 9 A Strategy for Growth

10. ©WSB | Regional Communication Fora | 2010 | page 10 A Strategy for Growth

11. ©WSB | Regional Communication Fora | 2010 | page 11 A Strategy for Growth

12. ©WSB | Regional Communication Fora | 2010 | page 12 A Strategy for Growth

13. ©WSB | Regional Communication Fora | 2010 | page 13 A Strategy for Growth

14. ©WSB | Regional Communication Fora | 2010 | page 14 A Strategy for Growth

15. ©WSB | Regional Communication Fora | 2010 | page 15 A Strategy for Growth

16. ©WSB | Regional Communication Fora | 2010 | page 16 A Strategy for Growth

17. ©WSB | Regional Communication Fora | 2010 | page 17 A Strategy for Growth

18. ©WSB | Regional Communication Fora | 2010 | page 18 A Strategy for Growth

19. ©WSB | Regional Communication Fora | 2010 | page 19 What does Growth mean for Scouting… ?

20. ©WSB | Regional Communication Fora | 2010 | page 20 What do economists say about Growth? Definition 1 An investment style that looks for stocks with strong earnings and/or revenue growth or growth potential. Definition 2 Economic expansion as measured by any number of indicators such as GDP.

21. ©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.

22. ©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”

23. ©WSB | Regional Communication Fora | 2010 | page 23 Possible Growth Ingredients Invest in Quality Create stock with Equity Expand with Quantity ProgrammeMembershi p Brand

24. ©WSB | Regional Communication Fora | 2010 | page 24 In which proportion? Invest in Quality Create stock with Equity Expand with Quantity ProgrammeMembershi p Brand

25. ©WSB | Regional Communication Fora | 2010 | page 25 In which proportion? Quality Equity Quantity ProgrammeMembershi p Brand

26. ©WSB | Regional Communication Fora | 2010 | page 26 In which proportion? Quality Equity Quantity ProgrammeMembershi p Brand

27. ©WSB | Regional Communication Fora | 2010 | page 27 What is the right balance? QualityEquityQuantity ProgrammeMembershi p Brand

28. ©WSB | Regional Communication Fora | 2010 | page 28 What comes first?

29. ©WSB | Regional Communication Fora | 2010 | page 29 What comes first? Quantity Quality Equity

30. ©WSB | Regional Communication Fora | 2010 | page 30 Quality in Scouting

31. ©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

32. ©WSB | Regional Communication Fora | 2010 | page 32 Implementation of the Scout Method

33. ©WSB | Regional Communication Fora | 2010 | page 33 Quantity & Membership

34. ©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?

35. ©WSB | Regional Communication Fora | 2010 | page 35 Demographic trends

36. ©WSB | Regional Communication Fora | 2010 | page 36 Demographic trends Age ranges Characteristics of youth Adult volunteers Age of joining Age of leaving

37. ©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

38. ©WSB | Regional Communication Fora | 2010 | page 38 Market Share & Penetration Rate

39. ©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?

40. ©WSB | Regional Communication Fora | 2010 | page 40 Trends affecting the image of Scouting

41. ©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,…

42. ©WSB | Regional Communication Fora | 2010 | page 42 Trends affecting young people

43. ©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

44. ©WSB | Regional Communication Fora | 2010 | page 44 Trends affecting adults

45. ©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

46. ©WSB | Regional Communication Fora | 2010 | page 46 Action for growth…

47. ©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)

48. ©WSB | Regional Communication Fora | 2010 | page 48 Strategy for Growth Growth Quality Equity Quantity

49. ©WSB | Regional Communication Fora | 2010 | page 49 The effects of growth…

50. ©WSB | Regional Communication Fora | 2010 | page 50 The expected effects are… QualityEquityQuantity Better Scouting… …For more Young people… ???

51. ©WSB | Regional Communication Fora | 2010 | page 51 The expected effects are… QualityEquityQuantity Better Scouting… …For more Young people… … supported by a worldwide recognised brand

52. ©WSB | Regional Communication Fora | 2010 | page 52 Thank you for your attention! Thank you. Ready to grow?

53. ©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 Amalvy Design and diagrams: Simon Bourges Photos: 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 on scout.org/media scout.org/brand