SAN JOSE, Calif.
As it prepares to turn 100, the Boy Scouts of America is honing its survival skills for what might be its biggest test yet: drawing Hispanics into its declining and mostly White ranks.
"We either are going to figure out how to make Scouting the most exciting, dynamic organization for Hispanic kids, or we're going to be out of business," said Rick Cronk, former national president of the Boy Scouts, and chairman of the World Scout Committee.
The venerable Scouts remains the United States' largest youth organization, with 2.8 million children and youths, nearly all of them boys. But that is nearly half its peak membership, reached in 1972.
Its rolls took hits through the 1980s and ’90s over a still-standing ban on gay or atheist leaders, and scandals surrounding inflated membership numbers. In addition, teenagers raised on TV and shoot-'em-up games had less use for learning to build a campfire or memorize the Scout oath.
The country changed too. One in five children under 18 is Hispanic, according to the U.S. Census. But they make up only 3 percent of Scouts.
Cronk made Hispanic outreach a focus after he realized that just translating brochures into Spanish, or combining Cub Scouting with soccer, was not enough to meet the goal of doubling Hispanic membership by the group's centennial in 2010.
"We were nibbling around the edges," Cronk said. "We knew very little about the Hispanic family, how they see us, what they value."
Cronk, past president of Dreyer's Grand Ice Cream, grew up a city kid in Oakland, Calif. He fell in love with Scouting in the Sierra Nevada, during his first backpacking excursions.
He looked at the problem of Hispanic underrepresentation as a businessman. The Boy Scouts had a good product but much of its new consumer base had never heard of it.
So the group set out to sell Scouting, hiring a Washington-based media and marketing company that targets Hispanics. To spread the word, the Scouts gathered a committee of Hispanic leaders, including the CEO of AT&T's wireless unit, a U.S. senator from Florida and the archbishop of the Diocese of Laredo.
