National Council and Outdoor Program Group Update

Keith ChristopherOutdoor Programs/Properties

Department

October 22, 2014

The FoundationScouting provides life- changing experiences young people can’t get anywhere else.

Scouting makes the most of the little time parents have to impact their children.

Why Do We Need to Change?

• Growth has stalled.• Voice of the Scout points to the need for a more

member-centric organization. • Resources are not optimized.• A sense of urgency is required.

Why Do We Need to Change?

Do we have the organizational capacity to add value to our current and future members?

Dissecting our Growth and Momentum Trends

• We have not evolved and adapted fast enough to match the expectations of our current and future members. Our traditional membership base has shifted.

• We have made decisions that negatively impacted our traditional revenue.

• Inefficiencies have strained financial capacity. • Our talent pool does not reflect enough of the skills and

diversity required.

We must serve more youth. We must keep our programs relevant to the youth of today and tomorrow. We must deliver what we promise. Our measure of our success must be viewed through a single question, “Does it make a difference in the life of a child?”

Wayne Brock Chief Scout Executive

Experience

What Does this Mean?

We will shift from making members fit in today’s Scouting experience to

creating relevant experiences our members, and future members, want.

My Unit Experience My Activity Experience

My Community Experience My Digital Experience

The Four Scouting Experiences

Where to start:Continuous Improvement Model New products, ideas, methods,

services, approaches, or processes

Assess Design and Develop

Learning Deploy Member Support Evaluate

Creating A New Operational Flow Based On Continuous Improvement

Assess

• Review and test the concept against the member experience

• Evaluate market trends and competitors

• Approve the concept

Marketing Intelligence

Design and Develop

• Evaluate • Design • Develop• Test • Launch

Design and Development Center

Design and DevelopScouting Interactive Digital Experience

Learning Scouting University

• One Team – One BSA• Become fully

integrated• Design learning plans• Facilitate training and

leadership development

• Provide performance coaches

Deploy Regional Operations and

National Experiences

• Prepare individual council service plans

• Enhance the outdoor experience

• Create a supply and business development strategic approach

Member Support

Member Care and Shared Services

• Create a Member Care Contact Center

• Build capacity through shared services

• Leverage vendors for sourcing solutions

Evaluate

• Evaluate members’ experience

• Evaluate local and National Councils’ performance

• Drive strategy and continuous improvement

Strategic Performance Office

Marketing Intelligence

Member Care and Shared

Services

Strategic Performance

Office

Regional Operations

Scouting University

National Experiences:Summit

High Adventure MuseumSupply

Design and Development

Center

ScoutingInteractive

Digital Experience

Experience-Oriented Scouting

Assess Design and Develop

Learning Deploy Member Support Evaluate

Desired Outcomes• More youth and adult members and supporters

receive life-changing Scouting experiences.• Parents across all demographics believe that

Scouting is for their children.• Volunteer and employee satisfaction improve and

reflect a culture that values learning and continuous improvement.

Impact on Councils, Regional Operations and National Committees, and Task Forces

• Council Service Plans and Catalog of Services• Member Care Contact Center (formerly National

Support Center)• National and Regional Volunteer Committees and

Advisors

Primary Contacts for Support• Member Care Contact Center • Area Director and Area Committee• Regional Operations • Scouting University – Training Support/JTE

Performance Coaching

Do we have the organizational capacity to add value to our current and future members?

Call to Action

Members & Partners“What member needs must we serve?”

BSA NOCM Level 2 Enterprise Strategy Map (version 1.7)

Outcomes: Character, Leadership, Citizenship, and Fitness

Our Supporter Family (National) Our Member Family (Councils)

Financial "To satisfy our members and partners, what financial objectives must we accomplish?”

F1 Increase Revenue

F2 Manage Expenses

F6 Manage Expenses

F5 Increase Revenue

Process“To satisfy our members and partners, in which internal business processes must we excel?"

P2 Provide Great Member Care

P3 Timely, Relevant and Effective

Communications

People and Technology "To achieve our goals, what human resources and technologies must we leverage?”

P9 Provide Great Member Care

P8 Timely, Relevant and Effective

Communications

P10 Embrace and Adhere JTE Standards

P7 Enhance Youth Recruiting

P4 Help Councils Meet BSA Charter

Requirements

F7 Improve Property

Profitability

F3 Improve Property

Profitability

Experience Oriented Scouting

PT1 Develop Enough Capable, Passionate,

and Diverse YSEs

PT5 Develop Capable, Competent and Diverse

Leadership

PT2 Develop Capable, Competent and Diverse

Leadership

Lead

ing

Lagg

ing

P1 Enhance Youth Recruiting

PT4 Develop Enough Capable,

Passionate, and Diverse YSEs

MP2 Relationship Experiences

PT0 Leverage Tools to Personalize the Experience

PT3 “Through selection and training we ensure units have effective leaders”

PT6 “Through selection and training we have effective Unit Leaders”

Confi

denti

al &

Priv

ilege

d –

Not

for D

istr

ibuti

on F8 “We are financially healthy” F4 “We ensure we are financially healthy”

P6 “We ensure Unit Leaders have FUN Meetings with positive outcomes”

P12 “Our Unit Leaders have FUN Meetings with positive outcomes”

MP3 “We Deliver Life Changing Experiences for our members”

MP1 “We ensure Life Changing Experiences for our members”

P5 We ensure relevant programs that connect with youth of today

P11 Provide relevant programs that connect with youth of today

Outdoor Programs/Properties includes oversight for:

AquaticsCamping

COPE/ClimbingFishing

Shooting SportsProperties Development

Outdoor Programs/Properties

•National Council Key Contact:• Keith Christopher

National Director, Sea Scouts, BSA1325 West Walnut Hill Lane- Sum 102Irving, Texas 75038Office: 972-580-7810Fax: 972-580-2563er: 972-580-keith.christopher@scouting.org