GSUSA
- Planning and preparation for a $1 billion Girl Scout Centennial Campaign, joining the national office and the 112 local Girl Scout councils across the country.
Background
The world’s preeminent leadership development organization for girls, Girl Scouts of the USA (GSUSA) helps girls develop the courage, confidence and character to become leaders today as well as tomorrow. Founded 100 years ago in Savannah, Georgia, Girl Scouts’ membership has grown from 18 in 1912 to 3.2 million girls and adults throughout the United States, and 10 million girls and adults in 145 countries worldwide.
Challenge
While Girls Scouts have successfully sold Girl Scout cookies nationwide for many years, the organization had not developed a strong culture of philanthropy at the national level or among many local councils. As a result, it did not enjoy the level of individual, corporate, and foundation support warranted by its powerful mission and demonstrable impact on millions of girls and their adult leaders.
AKA's Approach
On the advice of AKA, GSUSA decided to mount a $1 billion Girl Scout Centennial Campaign that joined the national office and all of the local councils in a coordinated, collegial effort.
Working closely with the national board and executive leadership of GSUSA, AKA helped GSUSA think through the central characteristics of the campaign, including its principal program objectives; the key messages/signals about the Girl Scouts that the campaign would seek to communicate; and a clear, compelling statement of the rationale for launching the initiative.
AKA also helped clarify the roles of the national board, the national office, and local councils in the campaign; identify major funding needs and opportunities; identify and involve key volunteer leadership; determine necessary staff and infrastructure capabilities; and establish time frames for each phase of the campaign.
AKA guided a 21-member campaign coordinating group comprised of council and national office staff responsible for detailed operational planning. The firm helped the coordinating group develop a protocol that specifies the roles of the councils with respect to national prospects; establish campaign reporting and tracking mechanisms; coordinate campaign communications with a new Girl Scout branding initiative; ensure effective internal communications throughout the Girl Scout movement about the planning and preparations for the campaign; and prepare for the public launch of the campaign.
Outcomes
Publicly launched in February 2012, the Centennial Campaign helped the Girl Scouts raise an unprecedented level of funds both locally and nationally. The Campaign generated new awareness of the role and importance of the Girl Scout movement; developed significant new philanthropic support for key strategic and programmatic goals; and began to develop a strong culture of fundraising through the movement.
