Girl Scouts Go Digital (finally)!Sarah Gormley, CMO, Girl Scouts of the USA

December 8, 2014

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

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• 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.

Before we get started…

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Customer Pain Points

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• 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

Salesforce

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• Fast, easy, online sign up saves time

• Personalized experience

• Improved customer journey throughout life cycle

• Supercharged data and analytics

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GAME CHANGER,

TIME SAVER

“What we’re seeing

with Salesforce is

volunteers being

able to move

through the entire

system in minutes

vs weeks!”

Adobe Web Platform

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Websites – The Old Way

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Not Copy 12

Websites – The New Way

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

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Volunteer Toolkit

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Volunteer Toolkit “I know that a brand-new troop

leader is going to be so happy to

have this amazing resource!”

Digital Cookie

The Girl Scout

Cookie Program

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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

Email Marketing

Foundation for Email

Marketing

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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

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New process allows for GSUSA to create emails for Council use —

stronger brand voice/presence, integrated look and feel

Improved Sharing

of Creative Assets

It’s all about the girl!

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!

Thank You!