sarah
TRANSCRIPT
Agenda
• Girl Scouts today – what you probably know…
and what you may not know
• What we are doing to change – for volunteers and girls, and
how technology is enabling the change
• Salesforce
• Adobe web platform
• Volunteer toolkit
• Digital cookie
• Where we are headed with email marketing!
Girl Scouts – at a glance
Confidential and Proprietary - Not for Public Distribution - Do Not Copy
3
• Nearly 3 million members worldwide
• 2 million girls
• 800,000 adults
• Facing declines from peak of 4 million in 2003
• 30,000 girls currently on wait lists across the country
• Approximately 59 million Girl Scout alums
• They score higher on indicators of success including sense of self, volunteerism and community work, civic
engagement, education, and income/socioeconomic status.
• 90% of parents believe that Girl Scouts has made their girl happier and more self
confident.
• 95% of volunteers agree that they make a difference in the lives of girls because they
volunteer with Girl Scouts.
Customer Pain Points
5
• Reputation for ‘arm twisting’ parents into becoming volunteer
• Lack of communication leaves volunteers feeling confused and on
their own
• Adults have less time to commit to volunteering and Girl Scouts
takes too much time
• Volunteer training and on boarding are overwhelming for volunteers
Building a Digital
Infrastructure…Salesforce — clean and consistent data, knowing our customers and track
them across channels.
Adobe Web Platform — clean, modern design on a powerful platform gets
councils ready to step up their game for new applications to serve them better
and enables content sharing and syndication
Volunteer Toolkit — putting troop experience and troop management at their
fingertips
Digital Cookie — takes the largest girl run business in the world into a new era
Salesforce
Confidential and Proprietary - Not for Public Distribution - Do Not Copy 8
• Fast, easy, online sign up saves time
• Personalized experience
• Improved customer journey throughout life cycle
• Supercharged data and analytics
Confidential and Proprietary - Not for Public Distribution - Do Not Copy 9
GAME CHANGER,
TIME SAVER
“What we’re seeing
with Salesforce is
volunteers being
able to move
through the entire
system in minutes
vs weeks!”
Web Platform
• Powerful platform capabilities such
as site-wide search, and events and
activities management
• Consistent experience across all
devices
• Supports optional national content
and Council specific content
• Front door for accessing the
Volunteer Toolkit and Digital Cookie
13
16
Volunteer Toolkit “I know that a brand-new troop
leader is going to be so happy to
have this amazing resource!”
The Girl Scout
Cookie Program
18
The largest girl-led business in the world!
• Nearly 2 million boxes sold every season in 4 months
• About $800 million in sales
• #2 cookie in market – topped only by Oreo
• Close to 1.5 million girls participate in the program every
year
Now we are taking the
program digital!
A new way for girls to “learn by doing” using
technology
• Learn 21st century entrepreneurship skills
• Create her own digital cookie world
• Expand her own cookie business experience
• Develop digital and email marketing skills
Foundation for Email
Marketing
21
GSM Email
Alumnae Email
GSUSA Newsletter
Council Email
Desired Outcome:
Holistic View of Email InteractionsNew Actions:
• Pilot Councils onboarded
to shared platform
• Created first Email
Preference Center
• Established
Communication Protocol
Team to build
transparency across
National/Councils
22
New process allows for GSUSA to create emails for Council use —
stronger brand voice/presence, integrated look and feel
Improved Sharing
of Creative Assets
What can you do to help?
• Engage with us on social media!
• Were you a Girl Scout? Sign up for our alumnae network.
• Volunteer, volunteer, volunteer—and that doesn’t mean you have
to lead a troop.
• Buy cookies – online, at a booth, from a girl you know!