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Objectives

MILLENNIALS
Parents of new Cub Scouts

Volunteers

Training professionals
and volunteers

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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

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Millennial population
U S Adult Population - 2010

38.1 M,
16.8% 46.9 M, Millennials
20.7%
Gen X

74.9 M, 66.9 M, Boomer

33.0% 29.5%
Silent/Greatest

Source: Census 2010

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Most diverse population
Millennials (ages 19-30) Adults over 30

Black
14% Black
White 11%
White
Hispanic 70%
61% Hispanic
19%
13%

Asian
Asian 5%
5%
Other Other
1% 1%
Source: Millennials, A Portrait of Generation Next, 2010, Pew Research Center

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Characteristics

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Parents of new Cub Scouts
Percent saying . . . Is one of the most important things in their lives
Being a good parent 52%
Having a successful marriage 30%
Helping others in need 21%
Owning a home 20%
Having a high-paying career 15%
Living a very religious life 15%
Having lots of free time 9%
Becoming famous 1%
0% 10% 20% 30% 40% 50% 60%

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

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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

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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
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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
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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.

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

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Parents of new Cub Scouts

Council Market Analysis

Demographics
Trends
Tapestry segments
ZIP code level
Maps

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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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Parents of new Cub Scouts
Grand
Appealing to theparents and new Cub Scouts:

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Grandparents of new Cub Scouts

Millennials

Get along well with

their parents

Boomeranged back
home

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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

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Donors and volunteers

Financial resources

Just starting careers

College debt

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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

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Donors and volunteers
Percent who say they volunteered in the past 12 months

Traditionalists 39%

Baby Boomers 52%

Gen Xers 54%

Millennials 57%

0% 10% 20% 30% 40% 50% 60%

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

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Donors and volunteers
Choosing which organization
The organizations cause 58%

The mission of the organization 38%

The history of the organization 3%

0% 25% 50% 75%

Source: Volunteerism and Charitable Giving among the Millennial Generation,

Kennesaw State University
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Donors and volunteers

Connect to donors and volunteers

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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
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Donors and volunteers
Sheltered as children

Not inclined to trust

Be open and honest
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As learners

STRUCTURED

Success as a student
Doing exactly what you were told to do
No less and no more
Often didnt require exceptional effort

Taught to the test

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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

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As learners
Special and confident
Im smart; I shouldnt have to put out effort.
Smart people dont need to ask for help.
Working too hard shows you cant cut it with gifts alone.
Risk-averse
Image maintenance is more important than learning
Special x Entitled
They may overestimate the value of their efforts
Use examples and resources to exhibit actual excellence

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As learners
May need to learn:
Advocate for themselves
To take responsibility upon themselves

Think more critically

With more complexity
Alert to unintended
consequences

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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

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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

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Confident

Connected

Open to change

Just who the BSA needs!

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 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

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 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 BSAparticularly 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 Institutes 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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