National Council and Outdoor
Program Group Update
Keith Christopher
Outdoor Programs/Properties
Department
October 22, 2014
The Foundation
Scouting provides lifechanging 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 Do
Need
to Need
Change?
Why
We
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.
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
What Does this Mean?
Experience
We will shift from making members
fit in today’s Scouting experience to
creating relevant experiences our
members, and future members, want.
The Four Scouting Experiences
My Unit Experience
My Activity Experience
My Community Experience
My Digital Experience
Creating A New Operational Flow
Based On Continuous Improvement
Assess Design and
Develop
Learning
Deploy
Member
Support
Where to start:
New products, ideas, methods,
Continuous Improvement Model
services, approaches, or processes
Evaluate
Assess
Marketing Intelligence
• Review and test the
concept against the
member experience
• Evaluate market trends
and competitors
• Approve the concept
Design and Develop
Design and Development Center
•
•
•
•
•
Evaluate
Design
Develop
Test
Launch
Design and Develop
Scouting Interactive Digital Experience
Distance
Learning
Web
Electronic
Publications
Virtual
Meetings
Email
Mobile, Apps,
Video, Text
Gaming
Social Media
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
Strategic Performance Office
• Evaluate members’
experience
• Evaluate local and
National Councils’
performance
• Drive strategy and
continuous
improvement
Experience-Oriented Scouting
Assess Design and
Develop
Marketing
Intelligence
Learning
Scouting
Interactive
Digital
Experience
Design and
Development
Center
Deploy
Regional
Operations
Member
Support
Evaluate
Member
Care and
Shared
Services
Scouting National Experiences: Strategic
Performance
Summit
University
Office
High Adventure
Museum
Supply
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
Call to Action
Do we have the organizational
capacity to add value to our
current and future members?
Financial
"To satisfy our
members and
partners, what
financial
objectives must
we accomplish?”
Process
“To satisfy our
members and
partners, in which
internal business
processes must
we excel?"
People and
Technology
"To achieve
our goals, what
human
resources and
technologies
must we
leverage?”
Our Supporter Family (National)
MP1 “We ensure Life Changing
Experiences for our members”
Our Member Family (Councils)
MP3 “We Deliver Life Changing
Experiences for our members”
MP2 Relationship Experiences
Experience Oriented Scouting
F4 “We ensure we are financially healthy”
F1 Increase
Revenue
F2 Manage
Expenses
F3 Improve
Property
Profitability
P6 “We ensure Unit Leaders have FUN
Meetings with positive outcomes”
P5 We ensure relevant programs that connect
with youth of today
P4 Help Councils
P3 Timely, Relevant
Meet BSA Charter
and Effective
Communications
Requirements
P1 Enhance Youth
P2 Provide Great
Recruiting
Member Care
PT3 “Through selection and training we
ensure units have effective leaders”
PT1 Develop Enough
Capable, Passionate,
and Diverse YSEs
PT2 Develop Capable,
Competent and Diverse
Leadership
F8 “We are financially healthy”
F5 Increase
Revenue
F6 Manage
Expenses
F7 Improve
Property
Profitability
Lagging
Members &
Partners
“What member
needs must we
serve?”
P12 “Our Unit Leaders have FUN
Meetings with positive outcomes”
P11 Provide relevant programs that
connect with youth of today
P8 Timely, Relevant
P10 Embrace and
and Effective
Adhere JTE Standards
Communications
P7 Enhance Youth
Recruiting
P9 Provide Great
Member Care
PT6 “Through selection and training we
have effective Unit Leaders”
PT4 Develop Enough
Capable,
Passionate, and
Diverse YSEs
PT0 Leverage Tools to Personalize the Experience
PT5 Develop Capable,
Competent and Diverse
Leadership
Leading
Confidential & Privileged – Not for Distribution
BSA NOCM Level 2 Enterprise Strategy Map (version 1.7)
Outcomes: Character, Leadership, Citizenship, and Fitness
Outdoor Programs/Properties
includes oversight for:
Aquatics
Camping
COPE/Climbing
Fishing
Shooting Sports
Properties Development
Outdoor Programs/Properties
•National Council Key Contact:
• Keith Christopher
National Director, Sea Scouts, BSA
1325 West Walnut Hill Lane- Sum 102
Irving, Texas 75038
Office: 972-580-7810
Fax: 972-580-2563er: [email protected]