USO

Advancing mission impact through a refined strategy and measurement framework

Impact Strategy and Measurement

This work built directly on the brand transformation and positioning efforts we’ve undertaken over the last few years. Good Scout helped us connect those efforts to program decisions in a way that aligns our strategy, strengthens our well-being focus, and sets the stage for more powerful impact storytelling. Their ability to think strategically across brand, program, and supporter engagement made them the right partner for this moment and for where we’re headed next.

Adrian Slagle

Chief Marketing Officer

USO

Aspiration

As the USO refined its brand positioning and mission to focus on strengthening the well-being of service members and their families, the organization sought to ground its impact strategy in real-world insights. Its aspiration: to deliver programs that measurably improve well-being while mobilizing funders and supporters around mission-driven outcomes.

Approach

Good Scout partnered with the USO to connect impact strategy, program design, and supporter engagement planning. We:

  • Engaged 300+ military-connected individuals across 16 USO locations through focus groups and interviews, identifying well-being outcomes most relevant to service members and their families.
  • Leveraged existing tools to pilot measurement of the USO’s current impact at its centers, its largest and most expansive program footprint, while creating a multi-year roadmap to advance measurement capabilities and preparing for roll-out across all USO programs.
  • Led executive strategy sessions with USO leadership to align program decisions, well-being measurement, and forecast supporter engagement opportunities.

Outcome

Through our partnership, the USO:

  • Strengthened its program evaluation and well-being measurement approach to align with its updated positioning and mission statement.
  • Built internal capacity to independently implement well-being metrics across all programs.
  • Positioned itself to leverage impact data to deepen relationships with funders and supporters, unlocking new opportunities for growth and mission-centered engagement.

Case Studies