Next Generation Marketing:
Keys to the Future
Percent of U.S. Population That Is Non-White and/or
Hispanic/Latino, By Age – December 2004
50%
45%
40%
% U.S. Population
35%
30%
25%
20%
Millennials
15%
1979-1994
&
10%
Nexters
Gen X
Baby
Boomers
5%
1995-Present
1965-1978
1946-1964
Silent Gen
Before 1946
0%
1
6
11
16
21
26
31
36
41
46
51
Age (years)
56
61
66
71
76
81
86
91
Youth Expect
Diversity
Parents Want to
See Someone
“Like Me”
All Parents Want
Their Child to Be
Successful
SUCCESS
• African American Parents
– Son growing up to be an upstanding citizen
in the community
• Hispanic/Latino Parents
– Son maintaining a close bond with the
family
• Asian American Parents
– Son excelling academically
African American Market
• Parents want their children to join
organizations that:
• Build leadership skills
• Develop independence
• Develop character and values
• Involve teamwork
• Provide discipline
• Serve the community
• Youth want to join organizations that:
• Have fun activities
• Involve being a part of a team
• Include their friends
• Allow them to gain recognition
Hispanic/Latino Market
• Parents want their children to join
organizations that:
• Teach responsibility
• Strengthen the family bond
• Reinforce cultural values
• Provide a safe environment
• Youth want to join organizations that:
• Have fun activities
• Provide adventure
• Give them choices
Jeff Herrmann
Scout Executive
Denver Area Council
Keys to Successful Recruiting in
Hispanic/Latino Communities
• Help prospects (parents of children,
potential leaders, and potential donors)
understand:
–
–
–
–
What Scouting is all about
Why it is important that they get involved
How Scouting is culturally relevant
What we want them to do
• Use testimonials from people they
respect like clergy, prominent
community members, employers, and
trusted friends.
Keys to Successful Recruiting in
Hispanic/Latino Communities
• Remember that parents of
Hispanic/Latino children want:
– A safe place for their children
– A place that reinforces their family values
– A place where the entire family can be
involved (parents, siblings, and extended
family)
– A place where their child’s self-esteem and
confidence can grow
– A place where their children can be
successful
Keys to Successful Recruiting in
Hispanic/Latino Communities
• There is no one “silver bullet” for success in
reaching the Latino population; however,
experience has taught me several immutable
lessons:
– Your council must make a long-term
commitment to program delivery to these
youth and their community.
– Staff and volunteers must reflect the
community being served; speak the
language and understand and respect the
culture.
– You develop trust and respect by keeping
your word and delivering more than you
promised. Don’t promise what you can’t
deliver.
Keys to Successful Recruiting in
Hispanic/Latino Communities
– Be upfront and willing to sell one on one.
– Make your program culturally relevant.
Remember that Hispanic means a common
language (Spanish), not a common culture.
Unless you live in a southern border state,
don’t automatically assume that all Latinos
you are trying to reach have Mexican
ancestry. Most Latino families have a
strong interest in preserving their own
cultural heritage.
– Latino families expect to participate in
Scouting activities as a whole family. Are
your camping plans accommodating?
Keys to Successful Recruiting in
Hispanic/Latino Communities
– Don’t assume that all Latinos are Roman
Catholic. One of the fastest growing
segments of the evangelical movement is
Spanish speaking.
– Get the support of the business community.
Show how Scouting in the Latino
community can be beneficial to business
and overall community health.
– Most communities of any size have
advertising and marketing companies that
specialize in reaching the Latino market.
Don’t be bashful about asking them to help
you spread the word about Scouting.
John Coleman Jr.
Scout Executive
Louisiana Purchase Council
Best Methods for Reaching the African
American Community
John L. Coleman, Jr.
Best Methods for Reaching the
African American Community
 Be
sincere in your intentions to serve
the African American community.
 Be there for the long term; you may not
have an opportunity to go back.
 Give youth the opportunity to go
camping and participate in outdoor
programs.
 Recruit the best leadership available to
serve as Scout leaders, Cubmasters,
den leaders, etc.
Best Methods for Reaching the
African American Community
 Your
staff should be reflective
of the community you serve.
 Hire the brightest & sharpest
African American candidates.
 Someone in the office should
serve as a mentor to the young
professionals.
Best Methods for Reaching the
African American Community
 You
must have a plan to underwrite
registration fees, handbooks, etc.
 Get the youth in the Scouting uniform
ASAP.
 Provide an activity shirt if the troop can’t
initially afford the uniforms.
 Must have a plan to provide
transportation.
Best Methods for Reaching the
African American Community
 Recruit
organizations with congruent
goals to sponsor the Scouting
programs:
 Fraternities
 Housing
authority tenant associations
 Urban League youth program
 African American churches, especially
AME and Baptists!
Best Methods for Reaching the
African American Community

Establish Scoutreach committees to oversee
the programs.
 Recruit the best person available to serve as
Scoutreach chairman and add to executive
board.
 This person should have YENOM and clout!
 Will need the following subcommittees to be
effective:
 Program
 Fund-raising
 Service
Best Methods for Reaching the
African American Community
 Get
leaders to training ASAP and
surround them with qualified Scout
leaders if possible.
 Establish mentor troops to work with
newer troops.
 Commissioner or service team member
recruited to assist the DE.
Alicia Lifrak
CFO
Chief Seattle Council