School districts are crucial to every recruiting strategy. But the strategy shouldn’t be about simply distributing flyers or hosting sign-up nights at your local school.
Instead, it’s all about the relationships.
Ben Buckelew, Scouting America’s vice president of membership engagement, encourages leaders to invest in genuine relationships with principals, teachers and staff. A single positive relationship, he says, can create opportunities to reach hundreds of families.
And a great way to start building those relationships? Be kind.
Serve the schools
Buckelew says a year-round commitment to serving the schools that serve your community can be the key to growth and collaboration — and a much stronger recruiting tactic than a flyer, social media post or open house. More importantly, it positions Scouting as a trusted partner in the community rather than simply another organization seeking attention.
The goal is not to ask for recruiting access immediately but to establish goodwill and trust. He suggested creating a menu of ways a pack or troop can support a school throughout the year.
One idea is organizing service projects that directly benefit a school. Scouts might clean up a campus garden or conduct a school supply drive before the academic year begins. Teacher appreciation efforts can be particularly effective. A pack might provide snacks during teacher workdays, deliver thank-you notes from Scouts or assist with special events.
“Principals love it when you do things for their teachers,” he says.
Those activities provide service opportunities for youth, but Buckelew sees another benefit: They demonstrate that Scouting is committed to helping schools succeed.
Keep at it
School administrators who know and trust a unit are often more willing to allow recruitment opportunities or support Scouting events.
“Once you get school access, recruiting becomes easier because you don’t just tell people what Scouting has to offer,” Buckelew says. “You show them the value. They’ve seen it.”
Even if your community has limited school access, don’t be discouraged, he says. Principals and school leadership change, and each new conversation presents another opportunity. Even if access isn’t granted right away, focusing on genuine relationships and Scouting’s commitment to the school will help you develop trust and cultivate advocates who can help open doors in the future.
Photo: Scouting America archives.
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