Consider the New America in Recruiting Strategies
Ethnic groups are growing as a percentage of the total population. Recent focus groups with Asian American, African American, and Hispanic/Latino parents and youth reveal a generally positive image of the BSA and Scout activities. For members of these ethnic groups, the greatest barriers to joining Scouting are a lack of information about the BSA and not seeing others like themselves in Scouting.
When developing marketing plans, remember to:
- Include numerous images of diverse Scouts participating in fun Scouting activities.
- Show families working together on Scouting projects, especially when targeting Hispanic parents.
- Provide materials in English and native languages.
- Highlight academic aspects and lifelong outcomes of Scouting, especially when targeting Asian American parents.
- Highlight community leaders who were Scouts, or support Scouting, especially when targeting African American parents.
- Highlight the fun activities and adventure.
- Ask someone who speaks the parents' native language to attend recruiting events.
- Make activities culturally relevant.
