GSSJC Member Meeting
April 2014
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Strategic Learning Process
Situation Analysis
Board-approved Council Strategy
Annual Meeting Preparation
Open Q&A
Strategic Learning
Process
Mary Vitek, CEO
Strategic Learning:
Thesis
The Basic
1.
Strategy originates from the reality of limited resources
and hence the need to clarify our purpose and priorities.
2.
It is about making the best choices on where to compete
and how to win the competition for value creation.
3.
The role of strategy is to mobilize an organization behind
an intense focus on the few things that matter most.
4.
In a dynamic world the key to success is a learning-based
process for creating winning strategies and modifying
those strategies as the environment changes.
Strategic Learning Cycle
Strategy
Creation
Strategy
Implementation
Vision
To be the premier leadership experience for girls in the USA
Mission
Girl Scouting builds girls of courage, confidence,
and character who make the world a better place.
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GSSJC Strategic Journey
2007-2012
2012-2014
Vision 2020
• Goal: 100x100
• Bridging Strategy
• Five Focus Areas:
• Brand
• Programs
• Volunteerism
• Funding
• Organization
• Retained the five focus areas:
• Brand - Hispanic Initiative
• Programs – GSLE and
National Program Portfolio
• Volunteerism - Promise
Project
• Funding – Kicked off Second
Century Leadership
Campaign
• Organization - Personify
• Board Questions for the
Strategic Teams:
• 100 year celebration and
convention
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Mission
Fundraising
Marketing
Technology
Partnerships
Volunteerism
Camps
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Five Situation Analysis Areas
Members of the Strategy Team
Board members:
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Norma Olvera
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Dolores Richards
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Mary Ryder
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Melanie Rippentrop
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Chris Wolfe
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Kate Marx
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Jean Janssen
Volunteers/Members of the Community:
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Donna Carvalho
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Mary Mossing
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Pat Rosenberg
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Sarah Hernandez
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Shama Tajani
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BJ Bonner
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Meg Britton
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Ronnie Hagerty
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Anne Murphy
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Tara Johnson
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Jo Ann Ward
Leadership:
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Mary Vitek - Sponsor
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Stacy Methvin - Sponsor
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Aimée Sproles – Project Manager
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Beth Shea – Sector Trends TL
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Debbie Prosperie-Woodson – Our Own Realities TL
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Za’ndra Jackson – Competitors TL
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Rebecca Tirrell – Customers TL
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Tracy Gillin – Stakeholders TL
Staff
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Linda Pau
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Donna Robinson
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Anne Robin
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Corrina Jimenez
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Key Insights
Steve Richter, Board
Member
Key Insights and Implications –
Volunteers
• Our volunteer model effectively supports moms recruited to lead K-3
troops; GSSJC does not effectively inspire and support volunteerism and
family engagement over the long-term
• Girls are much more discerning consumers; quality is critical
• Our volunteer model does not engage emerging groups of potential
volunteers
• Failure to expand our volunteer model
threatens our ability to recruit and
retain volunteers and serve girls.
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Key Insights and Implications –
Program
• There is a disconnect between our brand promise and the
perceived experience as girls approach middle school: feels
like the same program; been there, done that; don’t see the
value of continuing on
• Failure to differentiate our programs
between younger girl and older girl
offerings will hinder our ability to
recruit and retain older girls.
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Key Insights and Implications –
Revenue
• Our revenue mix is too dependent on girl-generated income
• 50-66% of total giving in the USA comes from 5% of the
population, primarily high net worth individuals
• Our growth strategy is dependent on
our ability to make a compelling case to
prospective funders and diversify our
revenue.
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Key Insights and Implications –
Technology
• There is a growing interdependence between GSUSA and GSSJC
related to technology
• GSSJC does not have a technology strategy that effectively
outlines the GSUSA priorities and timelines, and the gaps that
GSSJC must fill
• If we do not leverage technology to support
GSSJC’s growth strategy and allow
stakeholders to connect when and where
they need to, we face stakeholders’
withdrawal.
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Key Insights and Implications –
Diversity
• The diversity of GSSJC does not mirror the diversity of our
population, especially in troops
• Over 50% of children 0 – 5 are now Hispanic in Houston
• If we do not maintain our focus on
diversity, we risk extinction over the
long-term.
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Key Insights and Implications –
Affiliations
• There is a growing alignment between corporations, volunteerism
and philanthropy; GSSJC does not effectively leverage these
opportunities
• Our access to girls is dependent upon strong partnerships with
others: schools and after-school providers; many of these
relationships have not been formalized
• If we do not formalize key relationships and
develop a roadmap for the future, we risk
miscommunication and inefficiencies.
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Agree with the findings?
Choose the issue that is the
most significant to our
members:
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Volunteers
Program
Revenue
Technology
Diversity
Affiliations
GSSJC Council Strategy
Stacy Methvin, Board
Chair
Overview of Strategic Choices
GSSJC Strategy
Competitive Focus
Troops
K-3
Recruit
4-6
Retain
Older Girl Offering
7-12
Recruit and Retain
Winning Proposition
Grounded in our core values,
GSSJC provides transformational experiences
to produce the MOST successful girls and women in society.
Girls have fun,
develop life skills, positive relationships and leadership qualities,
and make a significant impact on their communities.
Key Priorities
Robust Adult
Delivery Systems
Older Girl
Program Offerings
Diversified Revenue
Technology
Diversity
Affiliations
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Competitive Focus
K-3
Troop Recruitment: Recruit younger girls to troops through
schools, communities and outreach by offering fun with
purpose through programs that allow girls to discover,
connect and take action with friends and caring adults.
4-6
Troop Retention: Ensure girls are offered a vision of Girl
Scouting beyond the troop experience by using older Girl
Scouts as role models, introductory programs and targeted
messages for girls, families and volunteers.
7-12
Differentiated Older Girl Offering: Recruit and retain older
girls by offering flexible, individualized opportunities to
connect with other Girl Scouts and prepare for a
meaningful future, while developing her leadership
potential and making a difference in her community.
Audience Feedback
If our goal is to recruit and retain
girls for the longest duration, which
one of these competitive focus areas
do you think will have the biggest
impact?
• 4 – 6 (retention of 4th – 6th
grade girls in troops)
• 7 – 12 (offering differentiated
programs to girls in 7th – 12th
grade)
Winning Proposition
Grounded in our core values,
GSSJC provides transformational
experiences
to produce the MOST successful
girls and women in society.
Girls have fun,
develop life skills, positive
relationships and leadership
qualities,
and make a significant impact on
Which words or phrases of the
Winning Proposition
contributes to producing the
most successful girls and
women in society (choose 2)?
Grounded in our core values
Provides transformational experiences
Girls have fun
Develop life skills, positive relationships
and leadership qualities
Make a significant impact on their
communities
Key Priorities
IMPERATIVES
PILLARS
Robust Adult
Delivery System:
- Qualified, well
informed troop leaders
- Effective use of
volunteers in
programmatic and
indirect roles
-Develop and retain
volunteers who deliver
high quality GSLE
-Rapid on-boarding and
effective volunteer
management practices
Older Girl
(7th -12th Grade)
Program
Offerings:
-Clear messaging on the
value proposition
-Enable a robust and welldefined programmatic
menu that engages older
girls in relevant GSLE
program opportunities
-Go for the Gold! By
growing the pipeline
Diversified
Revenue:
-Increase Non-Product
Sales revenue by 50%
-Build network of
successful women who
support GS
Technology: implement an IT strategy which enables our girls,
volunteers and stakeholders to use relevant and up-to-date technology
that enables the Girl Scout mission.
Diversity: attract girls, families and volunteers of all backgrounds by
using successful multi-cultural strategies (e.g., Hispanic and faith-based
strategies)
Affiliations: formalize and standardize collaborative models in order to
enable and support the delivery of the Girl Scout programs
Annual Council
Meeting
Saturday April 26, 2014
Camp Agnes Arnold
12:30-2:30 pm
Preparation for discussion sessions:
- How is GSSJC’s strategy (competitive focus and
priorities) fundamental to our success together
as a Council and within our Community or
Region?
- What excites us about the strategy?
- How can we each contribute to our success in
achieving the strategy?
Questions???
Thank you!
Copyright © 2008 by William G. Pietersen
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April 2014 Member Meetings Presentation