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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%
74.9 M,
33.0%
46.9 M,
20.7%
66.9 M,
29.5%
Millennials
Gen X
Boomer
Silent/Greatest
Source: Census 2010
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Most diverse population
Millennials (ages 19-30)
Adults over 30
Black
14%
White
61%
White
70%
Hispanic
19%
Other
1%
Asian
5%
Black
11%
Hispanic
13%
Asian
5%
Other
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
VFW, Auxiliary
YMCA
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 the˅parents 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
58%
The organization’s cause
The mission of the organization
38%
3%
The history of the organization
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 didn’t 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
“I’m smart; I shouldn’t have to put out effort.”
“Smart people don’t need to ask for help.”
‘Working too hard shows you can’t 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 BSA―particularly 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 Institute’s 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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