As many packs and troops know, back-to-school events like open houses are great for recruiting. But some of the most effective recruiting happens long before school starts. For Bruce Andersen, a longtime Scouting volunteer and district commissioner in Montgomery County, Maryland, National Night Out is an important part of what he calls “continual recruiting.”
National Night Out, held every year on the first Tuesday in August, is a nationwide community-building event that brings together residents, law enforcement agencies, nonprofits and local businesses. Many communities host outdoor fairs and, block parties or gatherings in school parking lots or recreation centers.
For Scouting units, it’s an opportunity to showcase the fun and adventure of the program while meeting families who might never have encountered Scouting.
Go where the people are
Even people who rarely meet their neighbors show up on National Night Out to have fun and see what’s happening in the community. It’s a ready-made, engaged audience — the perfect opportunity to show off what Scouting offers.
He notes that Scouts march in the local Independence Day parade, and local units make an effort to be engaged in the community, but that isn’t always the norm.
“What kind of drives me batty is when I go to some of these events in the community, and I’m like, ‘Why aren’t the Scouts here?’” Andersen says. “We have every other nonprofit that’s trying to serve the kids, and we’re not there.”
Let the fun do the talking
You don’t have to start with a sales pitch, Andersen says. Instead, offer fun events and games that naturally draw children and parents to the Scouting area. In the past, Andersen has set up a climbing wall and tracks for a Raingutter Regatta and a Pinewood Derby.
The goal isn’t to pressure families into signing up right there. Flyers should be available, but the event should be a way for families who haven’t been exposed to Scouting to have fun while learning more about the movement.
“People can’t help but notice us,” he says. “We’re not trying to recruit as much as we’re trying to show off what we do. The kids see the fun.”
Make Scouting accessible to every family
Andersen’s community includes large populations of immigrant families from East Africa and Central America. He’s discovered that small efforts, such as translated flyers or bilingual volunteers, can help families feel welcomed and included.
The effort has led to memorable moments. Andersen recalls meeting a father who spoke only Amharic, the official Ethiopian language. While his children participated in an activity, volunteers handed him a flyer in his language.
“He smiled and said, ‘Amharic,’ before giving me a thumbs-up,” Andersen says.
Follow the rules
Units who want to participate as a vendor on National Night Out probably will need to register with the city. Nonprofits and local businesses also must apply for a booth or dedicated space at the event.
Some cities don’t charge a registration fee; if they do, it’s likely a nominal charge. Then after being involved once, Anderson says the city will contact the unit each year with an invitation to return.
Play the long game
National Night Out might not immediately generate dozens of applications. That’s OK, Andersen says, because recruitment doesn’t happen in isolation. Whether it’s marching in a parade or hosting a booth at a community event, every interaction contributes to the larger picture.
There are many aspects to recruiting. While many leaders might view National Night Out as a recruiting event, Andersen sees it as institutional advertising.
“The work we do and the fun we have with the kids at National Night Out might pay dividends later, sometimes years later,” he says.
Photo: Cub Scout Pack 205 in Takoma Park, Maryland, exhibits at the annual Hispanic Festival in 2024. Photo courtesy of Bruce Andersen.
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