iRecruit Creates Buzz

Dennis Kohl Scout executive Patriots' Path Council

After several years of stretching to reach our membership goals, we knew this year would be difficult. We implemented several traditional methods, involved more staff, and recruited a more active membership committee. When the early fall recruiting results did not meet our expectations, the council staff immediately focused on "re-recruiting" efforts and alternative methods.

One such program is "iRecruit," an incentive program that relates to our "invite-a-friend" program. Elsie Hemmings, senior district executive, developed and led this program, and Keith Welge, district executive, came up with the name. Boys who recruited two or more friends to join Scouting earned an iPod. Because the program rolled out in late November, iRecruit did not result in many Scouts receiving iPods. However, the buzz iRecruit created was very positive, and there is evidence that peer invitations increased. We plan to try iRecruit again in 2007.

Other alternative methods included boy talks at after-school programs, attaching flyers to pizza delivery boxes, and sending flyers to schools inviting boys to district events. Using our "Den Meetings Made Easy" (previously called, "Den Meeting in a Box"), we identified un-registered Scouts.

We also focused on new units. Area Director Dave Brochard helped challenge our staff when he conducted a November new-unit campaign. Every professional, including Dave, paired with another professional and drove to appointments and cold calls for two days. The finance director, assistant Scout executive, and I also went on new- unit visits and helped with recruiting.

The truth is simple: There are many who played an important role in this year's efforts, including the council president. who dedicated many hours at board meetings to discuss the board's role in recruiting and retaining our youth. But the field staff led the way and, as a team, we reached our goals by working together. I have never seen a field staff try so many new things. Scouting is truly blessed to have each of them working for our cause.

Each professional helped with recruiting and new-unit visit calls, regardless of district borders or job assignments. One such example is Christine Capen, senior district executive, who took on a new district in 2006, plus our Scouting for Special Needs program, attained a 7 percent growth in traditional members, and spent much of December helping urban areas across the council catch up.

What was my secret to balanced growth, overall growth, and 5 percent traditional unit growth in 2006? Simply to trust the right people and give them the support they need.

Resources

• iRecruit Incentive Worksheet
• Recruiting Pocket Cards

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.