I.II: Market Share

The BSA has increased its market share at all levels (unit, district, council, and national) through a robust and comprehensive approach to diversity and inclusion of minorities, women, and other underserved groups.

Other Information:

Specific Goals: 1. We have implemented a tracking system for more effectively measuring ethnic and other desired demographics of BSA youth membership, and have established appropriate benchmarks for minimum and desired performance at the local, council, and national levels. [December 2011] 2. We have recruited ethnically diverse, qualified, and committed individuals in proportion to our demographics onto the National Executive Board and regional boards, thereby providing a model for local councils. This effort provides better representation of our intended BSA membership. [May 2012] 3. In partnership with our councils, we have developed and implemented strategies, including market segmentation, to increase market share in councils with high minority representation, specifically focusing on African American, Asian, and Hispanic youth and adults. After establishing a baseline by developing demographic tracking capability in ScoutNet, we have achieved four years of increasing market share in each of these target minority groups, beginning in 2012. [December 2012] 4. We have altered BSA professional employee personnel evaluations, development, and recognitions to include ethnic membership diversification as a key metric for each council. [December 2012]

Stakeholder(s):

• Minorities


• Women


• Underserved Groups

Indicator(s):

Indicator:1

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