I think that BSA is not the only one struggling with membership numbers but there are also some clear heavy hitters when it comes to membership growth and maybe we should seriously consider what they are doing different:
Organization School Age Population Members Percent
BSA 50.7M 900’000 1.8%
Scouts UK 9M 420’000 4.7% (5.7% incl. waitlist)
Scouts Canada 6.193M 22’237 0.36%
Swiss Scouts 1.128M 50’500 4.5%
I think we (BSA) are notoriously bad at marketing ourselves compared to some other organizations. When have we heard last about BSA in the national news (except for the bankruptcy)? The short bleep this year about the Scouts helping rescuing people at the train derailment this summer briefly made the national news. When did the last president or any other highly visible public figure portrait Scouts?
Every fall and spring it is recruiting season. Every fall and spring our Council is MIA short of a newsletter or two (that only Scouters read because they signed up) or a couple unit requested Facebook geofencing popups. Crickets. Our District tries hard but it is pushing all recruiting down to the units that obviously, and by nature, recruit for their own unit in their own local area. When did our Council last highlight Scouts achievement on a State or County level (our Council stretches the better of 3 states). I have never seen Council or District even suggesting, let alone organizing, presence on a state or county fair or have a Council wide recruiting booth at larger scale events short of a parade here or there staffed by local units.
Look at the two countries running high membership numbers above: both recently rebounded in almost 2-digit percentage numbers after years of losses. Scouts UK states "Our waiting list now sits at 90,000 young people". When have we heard about a waiting list for finding BSA units the last time?
Switzerland just had its national Jamboree this summer after 14 years of absence. They managed to motivate 60% of their members to attend. Leading up to the event was a National Scouts campaign for 2 weeks spotlighting Swiss Scouts during national TV prime time every evening (not shiny marketing but real participants and volunteers over 3 generations). National media had their own onsite production outlet during the Jamboree with daily coverage. I think up to now I have heard about the 2023 Jamboree in national prime time TV once, and again in negative or political context rather than positive values.
Rebuild/Rebound/Recover can happen but only with some serious marketing on all levels. And I think it has to be real marketing showing achievements, highlighting local community support, Eagle projects benefitting the community but also how Scouts benefit the community and how Scouts benefits the individual members being in the program. I don't think however this is achieved by shiny corporate slogans, studio marketing materials and shiny photos on popcorn bags. We need to go back to highlight the real achievements and benefits of the organization.