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"It's a Girl's Life"
Before moving to New York for the top job, as CEO, Cloninger was asked to identify her three biggest priorities. They came to her during dinner with her husband at their favorite Mexican restaurant. "We munched chips and sipped frozen margaritas, talking about what the new job would entail," Cloninger says. "At one point I mused, 'You know, more than any other person, I'm going to be the voice for girls.' " Mike grabbed a napkin, borrowed a pen and wrote, "Be the voice for girls." "Okay," he said, "that's one.""Midway through our first margaritas, as I was speaking of how Scouting helps girls discover their potential as leaders, Mike wrote, 'Find the leader in each girl.' "
The couple thought about the Girl Scout slogans: For every girl, everywhere, and Where girls grow strong. "As the enchiladas arrived, we looked at each other and said, 'Help each girl stand tall.' And that was it." Her top priorities then, and now.
As an organization, says Cloninger, "we were frustrated for decades about the fact that the only thing the public thinks about when it comes to Girl Scouts is cookies. But if we weren't about cookies, what were we about?" She put together a strategy team to determine their strengths. "That led us to 'We are the best leadership experience for girls.' We hadn't thought about it in that way."
Cloninger wrote up a five-point blueprint for revitalizing the Girl Scouts: more flexible ways in which busy volunteers can serve, a new funding model to tap external sources like the 40 million alumnae, a relevant and reinvigorated brand, a leadership-development model with measurable results, and an effective and efficient organizational structure and governance system.
For a more nimble operation, Cloninger is downsizing local affiliates from 312 to 109. "It's a bold move, but we can divert some of that money to direct service to the girls." There are programs to encourage interest in the sciences, build self-esteem and help girls with moms in prison. "The whole nonprofit sector is watching us because it's challenging to take grassroots community organizations and merge them.
"We are also turning our volunteer system upside down. We're still looking at moms, but we're also looking at the 18- to 29-year-old who may not have started her family but who could be a great mentor."
The changes were difficult for some, but Cloninger sought input from all, and she kept reminding everyone, "It's all about the girls."
A new mission statement proclaims, "Girl Scouting builds girls of courage, confidence and character, who make the world a better place." That message is backed by a new ad campaign: "It's a girl's life. Lead it."
"The posters are great," Cloninger says. "One has a cute African American girl leaning on a sign that reads 'I am your future President.' "
Motivating 2.8 million girls, nearly 1 million volunteers, 400 professionals and 40 national board members is a challenge. So is attracting girls whose attention is lured by a wide option of activities, healthy or otherwise. "Luckily," says Cloninger, "I love what I'm doing."
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