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.

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.