SUBMITTED BY
Girl Scouts of Connecticut
STATEMENT OF PROPOSAL
To amend provisions in the Internet Sales section of the Blue Book of Basic Documents (p. 19) by deleting:
“For safety and security reasons, sales4 and marketing5 on the Internet for any Girl Scout troop/group money-earning activities may not be conducted by individual girls, parents, or other adults except as provided for in the Girl Scouts of the USA Product Sale Guidelines and with appropriate parental permission.”
and inserting:
“Sales and marketing on the Internet for any Girl Scout troop/group money-earning activities may be conducted by individual girls, parents, or other adults by obtaining approval provided by the relevant Girl Scout council and operating within the appropriate safety and security guidelines for internet usage as provided by such council.”
If adopted the text would read as follows:
INTERNET SALES
Sales and marketing on the Internet for any Girl Scout troop/group money-earning activities may be conducted by individual girls, parents, or other adults by obtaining approval provided by the relevant Girl Scout council and operating within the appropriate safety and security guidelines for internet usage as provided by such council.
Sales on the Internet of Girl Scout merchandise, such as uniforms, insignia, publications, and equipment may only be conducted by duly authorized and licensed Girl Scout councils, council shops, retail agencies, and/or GSUSA- licensed vendors. Permission to sell on the Internet must be obtained from GSUSA.
REASONS:
1. What makes this proposal important to the future of Girl Scouting across the country?
2. What is the Movement-wide benefit adoption of the proposal will provide?
Modern Girl Scout fundraising promotes entrepreneurship and emphasizes the development of 21st century business acumen in our Girl members. Updating the Internet Sales policies outlined in the Blue Book of Basic Documents to create a permissive structure that allows troop and group Money-Earning Activities to take place over the internet would work in alignment with the skills girls learn during Digital Cookie and Fall Product Sales and provide further avenues for girls to reach upper-level financial goals in support of their Girl Scout experience. Importantly, this proposal addresses the inconsistency that now exists in Girl Scout policies surrounding fundraising by allowing internet sales for both Product Sales programs and independent Money-Earning Activities.
The Girl Scout Cookie program has seen tremendous success in utilizing online marketing and sales through the Digital Cookie platform and other initiatives such as regional GrubHub or DoorDash partnerships. National Product Sales programs have emphasized and accelerated these online components as a result of the Covid-19 pandemic. The Girl Scout membership has embraced these new online opportunities, creating additional value for girls, troops, local Girl Scout councils and GSUSA.
Councils have seen an increasing proportion of their Product Sales taking place online. For example, during the Girl Scouts of Connecticut Fall Product Sales program, 79% of all sales in 2020 and 84% of all sales in 2021 were conducted online. On both a percentage-usage and a per-girl-average sales metric, the impact of internet sales on the Fall Product Program is significant nationwide. Similarly, Digital Cookie orders account for an increasing percentage of sales year-to-year, demonstrating the market for internet sales and the enthusiasm from our members for the digital platform.
Internet safety is an important part of both online Product Sales programs. GSUSA has developed supplemental safety tips for online marketing and created digital marketing tips for cookie entrepreneurs and their families. Such safety requirements are a priority and could easily be adapted to online troop or group Money-Earning Activities. Safety guidelines that include an internet safety pledge, adult use of social media, parent/guardian consent and involvement, and proper supervision throughout any internet sales efforts would ensure the safety and security of our girl members.
Updated fundraising methods offer an avenue for retention of older girls and may help promote Money-Earning Activities as a way for members to reach common older girl goals such as extended travel or funding higher awards projects. It is standard practice for local Girl Scout councils to require that a girl member or troop participate in the Fall Product Sales and Cookie programs in order to receive permission for additional MEA’s. However, individual girl or troop proceeds from those programs alone are often not adequate to entirely fund extended national or international trips, costly outdoor adventure programs, or ambitious Bronze, Silver and Gold Awards projects. GSUSA and local councils should offer resources and best practices to members to build on the skills developed during the Product Sales programs in service of an individual girl member’s or troop’s broader goals.
A clearly-defined approval structure at the council level is recommended to mitigate any concerns over platform or geographical restrictions. For example, crowdfunding platforms such as GoFundMe that are based on donations would not be allowed, however opportunities to sell goods or services through an online platform such as Etsy (or similar) would be permissible.
Examples of potential Money-Earning Activities that could be allowed under the proposed Internet Sales guidelines include virtual events or badge programs, or online shops for handmade or member-designed merchandise.
The underlying goal of this proposal is to offer a consistent and cohesive approach to Girl Scout Money-Earning Activities, while providing the tools and support for girls to be more effective in their fundraising efforts, to increase their reach, and to further create opportunities for our girl members to participate in the Girl Scout program without financial restrictions.
Modern Girl Scouts represent a digital-first generation. Internet commerce is front-and-center in our members’ personal lives and in their approach to Girl Scouts Product Sales. Digital tools have allowed our members to thrive in the midst of the extraordinary challenges of the previous two years and to build skills important to their future. Updating the GSUSA Internet Sales policy would embrace the commercial and economic realities facing our membership and the Movement while moving our organization forward.
FINANCIAL IMPACT STATEMENT
Indicate the projected expenditures and impact on resources for councils and the national organization, for a five (5) year period.
Providing an avenue that allows for troop and group Money-Earning Activities to take place over the internet would yield a net positive impact on membership, Councils and the national organization. Minimal administrative costs at the council level are expected to implement new internet safety guidelines and update the MEA application and approval process for use by members. Some administrative impacts are to be expected with any change in national policy, however expanding the ability of troops and groups to incorporate internet sales into their Money-Earning Activities will provide broad financial and developmental benefits to individual girl members and troops that more than outweigh those minor administrative costs.
To be clear, this proposal is not intended to affect the provision governing Internet Sales that reads: “Sales on the Internet of Girl Scout merchandise, such as uniforms, insignia, publications, and equipment may only be conducted by duly authorized and licensed Girl Scout councils, council shops, retail agencies, and/or GSUSA-licensed vendors. Permission to sell on the Internet must be obtained from GSUSA.”
Permission for the sale of any Girl Scout merchandise and officially licensed trademarked items would continue to be governed by the existing permissions process and relevant trademark laws. The proposed expansion of internet sales in Money-Earning Activities applies only to those outside fundraisers that troops or groups undertake to supplement their efforts with the national Product Sales programs.
There is no anticipated financial impact to GSUSA or existing Product Sales programs. Council guidelines for troop or group Money-Earning Activities often black out the initial order period during council cookie and fall product sales so that potential conflicts of interest or market saturation are avoided. This proposal is simply a change in process that would allow troops and groups to utilize the internet as yet another tool to serve and enrich the Girl Scout experience.