2016 Comparison of National Findings and Council Findings

Participants Girls Parents Troop Volunteers GSUSA GSACPC 76,820 2,087 (2.7% of national respondents) (14.9% of council girl members) 74,422 12,068 (16.2% of national respondents) 39,256 747 (1.9% of national respondents) (10.6% of council volunteers) Girls Parents SB Notes: Satisfaction was 64% in 2015 Girl increase may be due, in part, to change in how question was asked. “Highly satisfied” for parents and volunteers is equivalent to a rating of 5 (unlabeled) or 6 (labeled Extremely Satisfied) on a 6 point scale. Troop Volunteers

GIRLS

Girl Participants GSACPC 90% Lower SES Duration in Girl Scouts 23% Less than 1 year 42% 1-3 years 24% 4-6 years 11% More than 6 years Race/Ethnicity 61% White 3% Black 12% Hispanic 9% Multiracial 2% Asian or Pacific Islander Girls’ Perception of SES 90% Lower SES 10% Middle SES 0% Higher SES Girls’ perception of SES is based on the question, “My family has enough money to buy 1) only the things we need, 2) the things we need, no special things, 3) the things we need and some special things, 4) whatever we want. #1 and #2 = lower SES

Girl Participants GSACPC How often did you participate in each of these activities? Total Sample Badges Journeys Com Serv Outdoors STEM Field Trips % Regular Participation 61% 41% 31% 29% 10% 26% How much do you enjoy each of these activities? Total Sample Badges Journeys Com Serv Outdoors STEM Field Trips % “A Lot of Fun” 71% 60% 69% 86% 66% 88% While girls rate Outdoor activities and Field Trips as most fun, only 1 in 4 girls do them regularly.

Girl Participants Key Performance Indicators (KPIs) Satisfaction How satisfied customers are with their overall experience in Girl Scouts Retention Whether customers intend to stay in Girl Scouts next year Satisfaction = “how much do you like GS?” on a scale of 1-5 Retention = “do you want to be in GS next year?” yes, not sure, no % Highly Satisfied % Intent to Stay 2015 2016 GSUSA 59% 70% GSACPC 89% 90% 2015 2016 GSUSA 86% 84% GSACPC 87% 83%

Girl Participants Top 3 Reasons for Staying in Girl Scouts GSUSA GSACPC 1. To have fun – 45% 1. To have fun – 43% 2. To be with my friends – 36% 2. To be with my friends – 32% 3. To try or learn new things – 26% 3. To try or learn new things – 25% Top 3 Reasons for Leaving Girl Scouts * GSUSA GSACPC 1. I do too many activities and have to choose – 26% 1. I do too many activities and have to choose – 32% 2. I prefer to do other activities– 25% 2. I prefer to do other activities – 29% 3. Girl Scouts doesn’t offer the kinds of activities I want to do – 20% 3. I don’t want to sell cookies – 28% 3. My troop is too disorganized – 20% *asked only of girls who indicated they do not want to stay in GS

Key Takeaways for Girls GSACPC girl respondents indicated a significantly lower SES status than the national respondents. This may have to do with how the question was worded. The largest gap in what girls want to do versus their current participation level is in “Field Trips” (88% of girls want to participate but only 26% have participated). In general, GSACPC girls are satisfied (90%) and want to stay (83%). If they do leave it is most frequently (32%) because they are involved in too many activities Levels of SES reported by GSACPC parents are more closely aligned with the national responses. The parent question indicating SES asks about levels of education and the girl questions asks what families can afford. Perhaps that is reflective of the fact that women (especially single mothers) earn less than men with same level of education…..

Implications for Working with Girls (SU, Troop, Staff) What does the low SES or perception of low SES say about the girls in our council? What are new ways to engage girls in more outdoor opportunities/field trips? What are new ways to improve girls’ perception of and participation in cookie the program? What are some new ways to overcome the reasons girls say they leave, as indicated in this survey? Providing examples or a list of low/no-cost places for field trips would be beneficial

PARENTS

Parent Participants GSACPC Race/Ethnicity Volunteer Status 57% were BOTH parents/guardians and troop volunteers Race/Ethnicity 79% White 4% Black 14% Hispanic Socioeconomic Status (SES) 29% Lower SES 47% Middle SES 24% Higher SES Generational Cohort 43% Millennials (b. 1977-1996) 48% GenX (b. 1965-1976) 9% Baby Boomers (b. 1945-1964)

Parent Participants Key Performance Indicators (KPIs) Satisfaction How satisfied customers are with their overall experience in Girl Scouts Retention Whether customers intend to stay in Girl Scouts next year Satisfaction = “how much do you like GS?” on a scale of 1-5 Retention = “do you want to be in GS next year?” yes, not sure, no % Highly Satisfied % Intent to Stay 2015 2016 GSUSA 68% 62% GSACPC 2015 2016 GSUSA 76% GSACPC

Parent Participants Top 3 Unique or Special Benefits Girl Scouts Offers Developing character Growing from year-to-year with a group of other girls Building confidence * no difference between GSUSA and GSACPC responses Top 3 Reasons for Leaving Girl Scouts * GSUSA GSACPC 1. She preferred to be involved in other activities – 24% 1. She prefer to do other activities – 21% 2. There was too much emphasis on cookie sales – 19% 2. Her troop was too disorganized – 21% 3. Her troop did not do enough activities – 17% 3. Her troop was too disorganized – 18% *asked only of parents who indicated they do not want to stay in GS

Key Takeaways for Parents As a result of their participation in GS, parents see the most improvement in girls: Friendships (78%) Teamwork (77%) Confidence (74%) Well-organized and purposeful meetings, desirable activities, seeing the benefits of GS for their daughters are key to Parent satisfaction. Parents feel that character development is the primary unique benefit of GS. Growing with a group of other girls and building confidence also top the list. Parent and girl levels of SES are different, girl questions are based on what they family can afford and parent is based on level of education.

Implications for Working with Parents (SU, Troop, Staff) What are new ways to share how programming develops character and builds confidence in girls (i.e. highlight new GSLE outcomes)? What are some new ways to help and support leaders in holding well-organized and purposeful meetings? Ways to encourage leaders to reach out to parents for assistance? Ways to improve communication with parents? How can parent perception of and participation in the cookie program be improved? How can we help parents understand the “messiness” of Girl Led when they like activities that are organized?

VOLUNTEERS

Troop Volunteer Participants GSUSA Race/Ethnicity 86% White | 5% Black | 5% Hispanic Socioeconomic Status (SES) 26% Lower | 45% Middle | 28% Higher Generational Cohort 35% Millennials (b. 1977-1996) 52% GenX (b. 1965-1976) 13% Baby Boomers (b. 1945-1964) Years Volunteering 19% volunteered 1 year or less 38% volunteered 2-5 years Type of Troop 58% one troop, same GS grade level 28% one troop, mixed grade levels GSACPC Race/Ethnicity 85% White | 2% Black | 9% Hispanic Socioeconomic Status (SES) 28% Lower | 44% Middle | 28% Higher Generational Cohort 33% Millennials (b. 1977-1996) 52% GenX (b. 1965-1976) 15% Baby Boomers (b. 1945-1964) Years Volunteering 17% volunteered 1 year or less 47% volunteered 2-5 years Type of Troop 47% one troop, same GS grade level 45% one troop, mixed grade levels SES is based on maternal education level

Troop Volunteer Participants Key Performance Indicators (KPIs) Satisfaction How satisfied customers are with their overall experience in Girl Scouts Retention Whether customers intend to stay in Girl Scouts next year Satisfaction = “how much do you like GS?” on a scale of 1-5 Retention = “do you want to be in GS next year?” yes, not sure, no % Highly Satisfied % Intent to Stay 2015 2016 GSUSA 66% 47% GSACPC 70% 53% 2015 2016 GSUSA 80% GSACPC

Troop Volunteer Participants Top 3 Reasons for Staying in Girl Scouts Troop Volunteers I want to help girls grow and reach their full potential – 42% My daughter really likes being a Girl Scout – 27% I like to spend time with my daughter – 25% * no difference between GSUSA and GSACPC responses Top 3 Reasons for Leaving Girl Scouts * In order to keep the survey length manageable, we did not ask Parents who were staying why they wanted to stay. GSUSA GSACPC There was too much “red-tape” (rules and paperwork) – 19% The time commitment was too great – 21% I did not receive enough support from parents – 17% I did not receive enough support from parents – 21% The time commitment was too great – 17% There was too much emphasis on cookie/product sales – 18% *asked only of volunteers who indicated they do not want to stay

Key Takeaways for Volunteers Volunteers stay because they want to help girls grow and spend time with their daughters 57% of GSACPC volunteers are also parents of a GS GSACPC volunteers leave because they commit too much time, there is a lack of parental support, and there is too much emphasis on cookie sales Volunteers who feel supported and appreciated are more likely to promote GS

Implications for Working with Volunteers (SU, Troop, Staff) How can volunteers be supported in ways that are different from current practice? What are ways to address the issue/concern that volunteering is too much of a time commitment? What are new ways volunteers can foster parent involvement? How can volunteer perception of and participation in the cookie program be improved?