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Girl Scouts of the USA

Why So Much Anger at the Girl Scouts?

by cv harquail on February 22, 2010

Ever since I poked the beehive back in August with my post about Walmart and Girl Scout cookies, my blog and I have been receiving angry comments from people who just hate the Girl Scouts. It’s one thing to be angry at Walmart, but the Girl Scouts? I don’t understand…

Why is there so much anger directed at the Girl Scouts?

All this anger directed at the Girl Scouts (and given an outlet by my series of posts on Thin Minty-gate) really upsets me. It upsets me so much that I can’t  bear to read the 250+ comments on the original post. It upsets me enough that when a new cookie comment comes in, I ignore it.

201002222015.jpgMaybe these comments upset me because I was once a Girl Scout, and I’ve also been an adult Girl Scout volunteer? But I know that this anger isn’t directed at me– it’s directed at the Girl Scouts as an organization. That’s the problem.

In which I try, valiantly, to understand why someone would be angry at the Girl Scouts

Some of this anger is very person-specific. Individuals have written about bad experiences they had as Scouts, or bad experiences they had with Scout leaders, or even anger about ordering cookies that were never delivered. Many (but not all) of this Girl Scout hating can be traced back to some unique experience of that particular person. Maybe it triggered that person’s childhood wounds. Maybe their anger reflects some kind of problem that isn’t really ‘about’ the Girl Scouts but instead is more about them as individuals.

What concerns me more is the anger that is directed at the Girl Scouts of the USA as an organization.

People seem to be angry at the Girl Scouts for having computer systems, clean well-lighted offices, campgrounds with plumbing that needs repair, or anything else that seems to cost money. I guess these people don’t understand that in order to do background checks on potential troop leaders, or to insure campers on overnight trips, there’s got to be some infrastructure back there somewhere.

People also seem to be angry that the Girl Scouts have real managers who earn actual salaries. They are angry that these managers are paid with money that the Girl Scouts raise through cookie sales at the local level and and other fund raising initiatives nationally. I guess these Girl Scout haters are angry that the Girl Scouts think that they deserve professional, full time administrators?

I just don’t understand what could possibly evoke all this anger towards the organization. Certainly, the Girl Scouts aren’t quite up to speed in terms of cutting edge management techniques or fund raising. Certainly, the Girls Scouts as an organization is not quite as good as Procter & Gamble, or Keebler, in branding and marketing its products. Certainly, the Girl Scouts have struggled, along with so many youth organizations, to stay relevant in today’s entertainment-oriented digitally focused kid culture. But none of these challenges that the Girl Scouts face should generate anger at them.

Maybe some of this animus will dissipate with the Girl Scouts’ Every Cookie Has A Mission campaign. Maybe some of this anger will dissipate as the Girl Scout organization unrolls its rebranding campaign. Then again, maybe some people would be less angry at the Girl Scouts if they were less distrustful of the claim that young girls need to learn leadership skills, and business skills, and contribute to their community.

Whatever the cause, this anger is hurting the Girl Scouts as an organization. This anger gets in the way of the Girls Scouts’ ability to pursue their mission. This anger hampers the Girl Scouts’ ability to connect with their larger community though fund-raising. And, it hampers the Girl Scouts’ ability to recruit volunteer leaders and to support the girls themselves.

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I suspect that most of this anger is misinformed, misguided and misplaced. But, I don’t really know what to do about it.

Does anyone have any insight about why some people are angry at the Girls Scouts? Or ideas on what the Girl Scouts as an organization can do to address it?

I’d love to hear your thoughts on this.

See also:

Thin Mint-y Gate: Wal-mart’s Socia Media Opportunity
Can Walmart Earn the Girl Scouts’ Good Citizenship Award?
Girl Scouts Rebrand Their Cookies: “Every Cookie Has A Mission”
Wal-Mart and Girl Scout Cookies: Thin-Minty Gate
(by Bob Sutton at WorkMatters)

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The Girl Scouts have been busy with their organizational re-branding efforts. With the start of the 2010 Cookie Season, they have a new branding campaign specifically designed to make Girl Scout cookies meaningful.

IMG_1046.JPGBack when I wrote the post Wal-Mart Knocks Off the Girl Scouts, about Walmart entering into competition with the Girls Scouts on their iconic Thin Mint cookies, I received scads of angry comments about the prices of Girl Scout cookies. I also got many snarky thank yous for letting people know that reasonably good facsimiles of Girl Scouts’ Thin Mints were available as part of Walmart’s ‘Great Value’ private label offerings.

Beyond the unnecessary anger these comments reflected, they did point out a big problem for the Girls Scouts and their cookies– people had started to treat the Girl Scouts’ Thin Mints like regular, ordinary cookies.

Girl Scout cookies, to these readers, were not something special that commanded a high price point or that made a contribution to anything but your waist measurements.

Now, the Girl Scouts themselves are taking the lead in getting their message out. The Girl Scouts have launched a cookie based branding campaign:

“Every Cookie Has a Mission:
To Help Girls Do Great Things”

The campaign includes a few terrific videos, some collateral material (for putting stories into local newspapers) and a significant effort to promote a consistent message. I have no inside information about the campaign per se, but my online searching has shown me that the message is widespread and consistent across regional and local Girl Scouts’ web & print presentations.

We can’t tell yet whether the cookie videos will really “go viral” in the true sense of the term. But, the “Every Cookie Has a Mission” videos are certainly charming, inspiring and to the point.

Take a look at this Cookie video yourself (it’s only 30 seconds long).

The Girls Scouts do need to raise their profile, (re)educate the community about the work the Girl Scouts themselves do, and enducate the community about what Girl Scouting offers to girls and to the larger community.

All of these messages should help the public understand why they should support the Girl Scouts.

Cookies + Mission = Great Branding

Attaching the “Mission” to the cookies themselves is terrific strategy. Girl Scout Cookies, and Thin Mints in particular, have their own cultural capital and celebrity. With the additional branding efforts, the Cookies that Have a Mission communication the meaning of  not only the iconic symbol of the Girl Scouts, or the chief fundraiser for the Girl Scouts, but also the meaning of the Girl Scouts themselves.IMG_0299.JPG

Instead of just having a Thin Mint cookie, you can have a part in the Girl Scouts’ mission to teach leadership skills, teach business skills, and help girls contribute to their communities.

An added benefit? Customers can focus on the mission of the cookies, and not their cost or their calorie counts.

Now, when customers see that the ‘real’ Thin Mints cost 25% more than the national brand ones (e.g., Keebler’s) and 35% more than the Walmart private label ones, they might understand that the price is related not just to the cookie, but to the meaning behind the cookie, to the values the cookie represents, to the activities the cookies support.

After watching this video, do you think you’ll be more inclined to buy Girl Scout cookies?

Because, you know, you wouldn’t be buying a chocolate wafer with a melty mint coating. You’d be buying a Cookie That Has a Mission.  So be prepared, and plan to buy lots of cookies.

Here’s the extended, more poignant version, “What Can A Cookie Do?” (1.25 secs)

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Girl Scouts: Limiting Cookie Sales by Strengthening Their Brand?

February 8, 2010

Good news for you and your Thin Mint Addiction!
The Girl Scouts are making it easy to find out where those dang cookies are being sold!
(Now I don’t have to drive to Walmart and get the cheaper but less meaningful generic imitations!)
The Girl Scouts have an online cookie locator– just type in your zip code and [...]

Read the full article →

Walmart vs Girl Scouts: South Carolina Walmart Store bans Fundraisers

September 26, 2009

When I got an email last month from a reader who wanted me to know that some Wal-marts in Arizona had forbidden ceased to allow Girls Scout Troops to set up cookie selling booths in front of their stores, I didn’t believe it.
“What a dumb move,” I thought. “There’s no way this could be true. [...]

Read the full article →

Can Walmart Earn the Girl Scouts’ Good Citizenship Award?

August 14, 2009

You don’t earn a merit badge for Good Citizenship by picking on the Girl Scouts. But what if Wal-mart wanted to?
Commenters here and on other blogs that picked up my story that Wal-mart has chosen to compete with the Girl Scouts by knocking off the Girls Scouts’ two most popular cookies have criticized Wal-mart for [...]

Read the full article →

Wal-Mart Knocks Off the Girl Scouts

August 3, 2009

(Welcome MacLeans Readers… Please join the conversation! )
Just when you think your opinion about Wal-mart might be changing…
Just when you think that maybe, just maybe, Wal-mart was learning to be a better citizen…
Wal-mart turns around and does something really … despicable.
It’s not discriminating against women, strong-arming suppliers, polluting neighborhoods or racing to the bottom [...]

Read the full article →