The Scouts Association
Reaching new audiences with The Scouts
We were brought in by The Scouts to help them identify and unlock new audience opportunities in service of growth and relevance
The challenge
Despite its ambition to be a national youth organisation ‘open to all’, Scouts found that less than 6% of its membership identifies with a minority ethnic group. They were looking for a partner to help them diversify membership and deliver a clear action plan for its Executive Leadership Team, Race Equity Board, staff and volunteers.
Our response
Identifying Black British communities as a focus area, we designed an insight and foresight methodology that enabled existing Black Scouts members to safely share their experiences, and prospective Scouts members to share what they would need to attract them to the organisation.
What we delivered
Online research community with 24 x potential members
Qualitative study amongst 700+ potential members, cross comparing different groups
Organisation-wide Playback to staff
Deep dive sessions with leadership
The Impact
Our programme enabled Scouts to unearth fresh insight to understand perceptions, motivations and barriers to membership. The findings led to an accessible action plan that highlights ‘do’s’ and ‘don’ts’ that will support Scouts in increasing awareness, engagement and uptake by Black British people.
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