April 2014 Member Meetings Presentation

GSSJC Member Meeting April 2014

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Agenda • • • • •

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

• • • • • • •

Mission Fundraising Marketing Technology Partnerships Volunteerism Camps

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Five Situation Analysis Areas

Members of the Strategy Team Board members: • Norma Olvera • Dolores Richards • Mary Ryder • Melanie Rippentrop • Chris Wolfe • Kate Marx • Jean Janssen Volunteers/Members of the Community: • Donna Carvalho • Mary Mossing • Pat Rosenberg • Sarah Hernandez • Shama Tajani • BJ Bonner • Meg Britton • Ronnie Hagerty • Anne Murphy • Tara Johnson

•

Jo Ann Ward

Leadership: • Mary Vitek - Sponsor • Stacy Methvin - Sponsor • Aimée Sproles – Project Manager • Beth Shea – Sector Trends TL • Debbie Prosperie-Woodson – Our Own Realities TL • Za’ndra Jackson – Competitors TL • Rebecca Tirrell – Customers TL • Tracy Gillin – Stakeholders TL Staff • Linda Pau • Donna Robinson • Anne Robin • 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: • • • • • •

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!

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