4b guest lecture - non-profit marketing

8/12/2019 4b Guest Lecture - Non-Profit Marketing

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Sharing Our

AdventureGavin Holt - The Scout Association
http://www.youtube.com/watch?v=QKnQ0WWy4Nkhttp://www.youtube.com/watch?v=QKnQ0WWy4Nkhttp://www.youtube.com/watch?v=QKnQ0WWy4Nkhttp://www.youtube.com/watch?v=QKnQ0WWy4Nkhttp://www.youtube.com/watch?v=QKnQ0WWy4Nk


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Who am I?

Gavin Holt

Volunteer & Trustee - The Scout

Association

Focus on PR / Internal & ExternalComms

Day Job: Computer SecurityResearcher


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What I do Provide a focus for our PR &

Communications Strategy

Ensure that our communications reflectour key messages and values

Work with our members to providelocal, on brand coverage

Work with Staff to develop and driveforward a brand

Handle Crisis Communications


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What is Scouting?

We offer everything from abseilingand archeryto drama, street sportsand water zorbing.

Scouting helps 6-25 year oldsgrow in confidence and achievetheir full potential.


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We have a positive impact on...

Young People Providing opportunities to grow in

confidence and develop life skills.

Adult Volunteers Providing the opportunity to develop skills

and training

Society Providing practical benefits to our

communities


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Scouting is... For boys and girls Active

Over 200 Activities from Archery to Zorbing

Community Based In Villages, towns and cities across the UK

Inclusive

All Kids of cultures, faiths and backgrounds Global 31 Million Scouts in over 200 countries across the

world


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Our Competitors?


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Girlguiding UK


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Our Challenges Funding Donations

We dont pull at heart strings thesame way animal and medicalcharities do

Grants

We dont discriminate based on anydemographic

Funders cant target and focusmonies


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Our Challenges Volunteering People are scared

Increasing concerns over reputationwhen working with Children Increased H&S and Blame culture

People are lazy Most common reason for not

volunteering is not enough time


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Our Marketing

Traditionally?

None. Nothing. Zip. The Last 10 years?

Hugely focussed and committed effortinto Shouting for Scouting


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Our Strategy


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Our Vision


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Our Brand


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Fun

ChallengeAdvendture


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a 10 year plan


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2003

New method of training adults launched New Uniforms and Brand launched New range and programme of activities

launched


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2004

New Chief Scout Unveiled TV Presenter: Peter Duncan

First Celebrity Chief Scout


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2005

Eurojam in Hyde Park, London

Massive PR Exercise, Thousands ofScouts from across the world

Part of a bigger plan...


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2007

100 Years of Scouting World Scout Jamboree

Hyde Park, London 34,000 people on site.

50,000 Additional People visited duringthe days


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2008

Higher growth than ever before

Start of a trend that hasnt stopped


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2009

A new Chief Scout TV Action Man and Adventurer Bear Grylls

Embargoed until the day of launch. Major coverage on all national outlets

Membership enquires system collapsed in thewake of Bears endorsement


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2010

Scouting Goes Social

We launch and target Social Mediaoutlets to allow us to spread our

message and for Volunteers to show

their friends/followers what Scouting isabout


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2011

The Royal Wedding The Scout Association selected to be

the official programme sellers around

London for the event


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2012 The Duchess of Cambridge joins The Scout

Association as a Volunteer

The Olympics Over 25 Olympic torch bearers were

selected due to Services to their

communities via Scouting (Along with ourChief!)


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We stopped tolisten...

Independent Brand Awareness Survey 2011-12


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7 ConsecutiveYearsof Growth


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91%

of scouts say that the skills theydeveloped in Scoutinghave helped

at University or Work


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36% of our Youth Members

volunteer regularlyoutsideof Scouting


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The UKs mostPractical Charity


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The UKs most InspiringCharity


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Why are these facts

important?They quantify and qualify our successes andimpact on the communities we operate in


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Why am I telling youthis?


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Third Sector Marketing isdifficult


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The future belongsto those

who believein the beauty oftheir dreams

Eleanor Rossevelt


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Every Child has the right toanAdventure

Bear Grylls - Chief Scout


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Conclusion


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Vision


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Brand


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Quantify & Qualify yourSuccess


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Stand Out


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Believe in what youare selling


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Q&A


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Sharing Our

AdventureGavin Holt - The Scout AssociationContact me:

[email protected]

@GavinHolt
mailto:[email protected]:[email protected]

4b guest lecture - non-profit marketing

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