DIGITAL STRATEGY INSIGHTSPREPARED BY:

CHRISTINE MCMULLIN@CMCMCHATTER

Attracting Women aged 21-39 to volunteer with Girl

Scouts

People ARE looking to volunteer

Girl ScoutsWW needs to tap into the larger trend of people who are looking to volunteer their time

Millions of people nationwide are part of this trend

Searches for “volunteer” in last 90 days

Insight #1:

Cyclical search, mostly midweek, right when traffic peaks for GS searches

Source: www.google.com/trends search term: “volunteer” on Feb 26, 2013

Searches for “volunteer” in last 12 months

Insight #2:

Search term “volunteer opportunities” is most searched for

Insight #3:

Thanksgiving is most popular time to search

Source: www.google.com/trends search term: “volunteer” on February 26, 2012

Web visits for “Youth Orgs and Resources”

Source: google.com/adplanner search filtered by activity: hobbies, youth organizations

Insights from Google Ad Planner

For searches around “Youth Organizations” in the U.S., the makeup is:

Female: 53%Age 18-24: 22%, age 25-34: 18% (30% in

demographic)19.5 Million unique impressions per day

Limit: Google Ad Planner only looks at those in the Google Ad Network

Geography for “youth organizations”

Source: google.com/adplanner search filtered by activity: hobbies, youth organizations

Insight #1:

Scoutermom.com (about boy scouts and cub scouts) is the MOST popular blog to visit for those interested in “youth org” search.

What do we find when we search “volunteer girl scouts”?

Insight #1: People are advertising a need for volunteers with GS

Insight #2: Doesn’t seem to be recently “in the news” in W. Washington

Source: topsy.com search terms: “volunteer girl scouts”, everything on February 26, 2013

A look at the competition:

Look at the competitors of Girl Scouts of Western Washington in terms of motivated volunteers:

• Girls on the Run (Puget Sound)• PTAs of Washington• Powerful Voices• YWCA Girls First (Seattle-King)

Total traffic on girlscouts.org

Source: compete.com for national “girlscouts.org” data on GSoWW too small for free account

Insight #1:

Traffic dips nationally in the summer months, tends to peak at the beginning and end of the year, reaching above 500k

Total traffic on pta.org (from compete)

Source: compete.com for national “pta.org” data on WA PTA too small for free account

Insight #2:

PTA web traffic peaks when kids are going back to school, getting 100k visitors in September, then falling around November

In terms of National Organizations…

One demographic that might be shared—parents—could be reached at different times during the year

Each group has different cycles, so the Girl Scouts may want to target January and February and then November and December to lure in mothers

Mothers seem preoccupied in August and September with children returning to school

Competitive analysis of web searches in 90 days

Source: google.com/trends for “girl scouts” add “girls on the run” add “PTA” add “powerful voices” add “YWCA girls first”, 90 days, US, March 3, 2013

Insight #1:

Girl Scouts is the leader in web searches among competition, more than doubling PTA’s traffic

More from 90 day data

Insight #2:

Traffic peaks after the first of the year and stays significantly high (cookie sales?)

Peaks in searches (90 day data)

Insight #3:

Traffic for PTA and Girl Scouts peaks mid-week. (Is this when troops meet? Investigate)

A closer look at searches by month

Source: google.com/trends, same search terms, limit to “Past 30 days”

Insight #4:

Same trends, with valleys of search on the weekends and mid-week peaks. This is mirrored in the PTA trends (same people? Investigate)

Good news on Geography for Girl Scouts

Source: thinkwithgoogle.com/insights/embeds/brand-impressions/ti.html, brand: “girl scouts”

Insight #1:

Geographically, “Girl Scouts” is a popular search near Western Washington

Bad News on Volunteer Brand Impression (for 12 month period)

Insight #2:

Most searches have to do with cookies, but combined, the other searches add up to more volume

Source: thinkwithgoogle.com/insights/embeds/brand-impressions/ti.html, brand: “girl scouts”

How do organizations attract women who are not parents in the desired demographic of 20-35?

Identifying channels that young women use to stay informed is important

Using channels that young women are already present on will familiarize the demographic with the brand and create favorable impression

Understanding the role that Millennials play when interacting with non-profits is crucial

From the Millennials Impact Report 2012

Each of these methods has a high ROI for both Girl ScoutsWW and the potential volunteer

Source: http://www.themillennialimpact.com/research-2012, “key infographics”

What do Millennials share on Facebook?

These might all fall under the context of “volunteer opportunities”

Source: http://www.themillennialimpact.com/research-2012, “key infographics”

How to Engage Young Women Volunteers?

With this information, we must meet young women where they are

Most opportunity for introducing the Girl Scouts WW to new young women is in their untapped social media networks

This allows brand building to appeal to women

Stress what makes Girl Scouts unique: inclusion of STEM studies, etc. to appeal to interested women

Tentative Communications FrameworkCurrent Consumer BehaviorWomen aged 21-39

Desired ResponseVolunteer with Girl ScoutsWW

Twitter

Cre

ati

veM

ed

ia

Awareness Research Choice Moment

Pinterest

Facebook

Networking event

VolunteerMatch.com

HandsOnSeattle GSWW

newsletterTWIF

Girl Scout Webpage

GSWW eventblogs

Why volunteering OR Girl Scouts

matter

Word of mouthSocialEvents

Blog mentionsMedia clips

Messaging about main tenets of GS,

reviews from other volunteers

SocialVolunteerMatch,

etc.Blog mentions

Hard hitting messaging about

what makes GSWW the best fit and

choicePartnershipsGSWW web

e-newslettersemails?

Special thanks to Julian Cole for the Communications Framework template

Facebook analytics for GSoWW

Insight #1:

GSWW captures the biggest audience of all four on FB. Peak in traffic around the beginning of Feb (cookie sales?)

Insight #2:

Slightly older “most popular age group” than our target.

Percentage of engagement: 4%

Source: https://www.facebook.com/GirlScoutsWW/likes on Feb 26, 2013

Facebook Analytics for GOTR of Puget Sound

Insight #3:

GOTR valleys right when GS peaks. Most popular time was the end of 2012, beginning of 2013.

Insight #4:

Their most popular age group is our target. (investigate types of posts)

Percentage of engagement: 8%

Source: facebook.com/GOTRPugetSound/likes on Feb 26, 2013

Facebook Analytics of WA state PTA

Insight #5:

Same age demographic as GS, but Bellevue is the most popular city.

Insight #6:

More normalized engagement, though small, is static in Jan, dipping in Feb.

Percentage of engagement: 1%

Source: facebook.com/pages/Washington-State-PTA/31189776924?id=31189776924&sk=likes on Feb 26, 2013

Facebook Analytics of Powerful Voices

Insight #6:

Smaller audience, but more engaged. At peak, 15% engagement

Percentage of engagement: 10%

Source: facebook.com/PowerfulVoices/likes on March 3, 2013

Facebook Analytics of YWCA Seattle et al

Insight #7:

This is for the entire YWCA, which is an umbrella for many programs, but attracts the right demo

Percentage of engagement: 4%

Source: facebook.com/YWCASeattle/likes on March 3, 2013

Investigate for Facebook:

What types of posts are gaining traction for Girls on the Run of Puget Sound?

What types of posts keep such an engaged audience for Powerful Voices?

Investigate most popular week for Girl Scouts WW, see if there are trends

Girl Scouts WW Pinterest Page

Insight #1:

Opportunity to create more boards and pins to build brand

Insight #3

Good following, but not enough content to go viral or share with friends

Insight #2:

Verified website, Twitter, and location. Good info to make available

Source: http://pinterest.com/girlscoutsww/ on Feb 26, 2013

Girls on the Run Pinterest Page

Source: http://pinterest.com/girlsontherun.org on Feb 26, 2013, no local page for Puget Sound

Insight #1:

More content, some related to org, some event photos, etc.

Insight #3:

Smaller, but more engaged, audience

Insight #2:

Only website is verified, no twitter or location

Powerful Voices Pinterest page

Insight #1:

Variety of boards, one called “Our Impact” is very brand enhancing

Insight #2:

Website, but no Twitter listed. But Tagline very prominent

Insight #3:

Large number of followers engaged

Source: http://http://pinterest.com/powerfulvoices/ on Feb 26, 2013

YWCA of Seattle/ King/ Snohomish Pinterest

Insight #1:

Very robust content. Women-focused and brand building: includes a fashion board

Insight #2:

Website and Twitter listed

Insight #3:

Engaged audience of individual women, not just orgs

Source: http://pinterest.com/ywcaworks/ on Feb 26, 2013

Investigate for Pinterest Page

Consider other types of boards for Girl Scouts of WW

Investigate how competitors publicize Pinterest boards (and all social media)

Find current volunteers to connect to on Pinterest

Add Pinterest button to GirlscoutsWW.org page

Girl Scouts of WW Twitter page

Source: https://twitter.com/GirlScoutsWW on Feb 28, 2013

Insight #1:

Good engagement, but most of the chatter is about cookies!

Insight #2:

Nice consistent branding from website and list of site.

Girls on the Run Puget SoundTwitter page

Source: https://twitter.com/GOTRPugetSound on March 2, 2013

Insight #3:

More consistent tweets about programs and girls

Insight #4:

Smaller audience, but relates to the personal coaches and girls

YWCA Volunteer of Seattle, etc. Twitter Page

Source: https://twitter.com/volunteerYWCA on Feb 28, 2013

Insight #5:

Because of the different focus of the YWCA, more political and social tweets and RT

Insight #6:

The emphasis is on volunteering only here, not the whole org.

Insights into Twitter Pages

Explore engagement strategies of competitors

Integrate a “volunteer” branch to Twitter for the Girl Scouts WW?

Tweet more general “girl power!” types of articles, building audience and brand?

Integrate special hashtag like #muchmorethancookies?

To be continued…

Once we receive and analyze the surveys from stakeholders, we will have more information to proceed

To be performed: volunteer website analysis Partnership of competitors Best practices in recruitment for non-profits

Please let me know if you have any comments. Thanks!