Girl Scouts Heart of New Jersey

What Girl Scouts Heart of New Jersey does

Girl Scouts Heart of New Jersey (GSHNJ) is a 501(c)(3) non-profit regional council chartered by Girl Scouts of the USA, established in 2016 to serve girls in grades K-12 across multiple New Jersey counties including Somerset, Hunterdon, Warren, and surrounding areas. The council delivers the national Girl Scout leadership curriculum through a tiered structure (Daisies through Ambassadors), supplemented by locally developed programs such as the Summer STEM Challenge, FLL Robotics Teams, Trailblazer Troops, Patch Programs, Concierge Programs (a la carte offerings), and overnight/day summer camp experiences. Physical infrastructure includes the Westfield, NJ headquarters, a North Branch, NJ service site, and the Girl Scouts Leadership Center in Newark, NJ.

The council's technology stack centers on national digital platforms rather than proprietary systems: myGS provides member registration, event enrollment, and badge tracking; Rallyhood supports volunteer coordination and troop communication; an e-commerce storefront (shop.gshnj.org) handles uniform, badge, and merchandise sales alongside physical retail shops. Social media presence (Facebook, Instagram, LinkedIn) and email newsletters (HeartBeat) supplement community outreach. No proprietary technology, AI capabilities, or significant integrations are disclosed.

Revenue is generated across five diversified streams: annual membership dues, the seasonal Cookie and Fall Product sales programs, individual donations (including Daisy's Circle monthly giving, Juliette Gordon Low Society legacy giving, and event-driven fundraising such as Camp Appeal, Women of Vision Awards Breakfast, I Run For Girls 5K, and Annual Appeal), program fees for council-organized activities, and retail operations. The go-to-market motion is community-led, relying on volunteer networks, school outreach, and word-of-mouth, with digital self-service registration through myGS as the primary acquisition surface. Customer segments include youth members (primary), volunteer troop leaders, parents and families, and donors/supporters. The organization holds a Charity Navigator 4-Star Rating and GuideStar Gold Transparency Seal, signaling strong public accountability.

Name

Girl Scouts Heart of New Jersey

Legal name

Girl Scouts Heart of New Jersey

Website

https://gshnj.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Girl Scouts Heart of New Jersey is a 501(c)(3) regional council chartered by Girl Scouts of the USA, delivering girl-centered leadership, STEM, outdoor, and entrepreneurship programming to girls in grades K-12 across multiple New Jersey counties.

Ownership category

akta.pro rank

Product category

Youth Development Programs

NAICS

Child and Youth Services (62411), Civic and Social Organizations (8134), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro industry

PRIMARYBPAGADAD

Youth Mentoring & Positive Youth Development Nonprofits

Business & Public Services/Nonprofit, NGO & Social Services/Education & Youth Development Nonprofits

SECONDARYEDAMALAA

Multi-Activity Enrichment Camps (Academic + Arts + Sports)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Summer & Holiday Enrichment Camps (Multi-Activity, Academic)

SECONDARYEDAMALAC

STEM & Science Camps (Biology, Chemistry, Space, Lab Science)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Summer & Holiday Enrichment Camps (Multi-Activity, Academic)

Keywords

• Youth leadership programs
• Girl scouting council
• Nonprofit youth services
• Scouting membership programs
• Youth development council

Headquarters

HQ city

North Branch

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Dues: Annual membership fees for Girl Scout youth members and adult volunteers. Membership supports participation in local troops, badge and journey programs, and access to council resources and events.
2. Cookie and Fall Product Sales: The iconic Girl Scout Cookie Program and Fall Product Program generate revenue through girl-led entrepreneurship. Girls sell cookies and products to family, friends, and community members, learning business skills while generating funds for their troops and council operations.
3. Donations and Fundraising: Individual donations through the website donation portal, Daisy’s Circle monthly giving program, Juliette Gordon Low Society legacy giving, community advocate program, and fundraising events including Camp Appeal, Women of Vision Awards Breakfast, I Run For Girls 5K, and Annual Appeal.
4. Program Fees: Fees for council-organized programs and activities including STEM challenges, robotics teams, outdoor adventures, camps, and special events. Patch programs and concierge programs provide additional fee-based programming.
5. Retail Operations: Online and physical retail shops selling Girl Scout merchandise, uniforms, badges, apparel, and council-specific items. Physical shops undergo periodic closures for inventory management.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Girl Scouts Heart of New Jersey delivers a girl-centered youth leadership development program for grades K-12 through troop-based and council-organized activities (badges, journeys, outdoor adventure, STEM, community service). Sellable offerings include annual membership, the iconic annual Cookie Program, summer camps, concierge a la carte programs, and retail merchandise sold through physical shops and an online store. The organization is funded by memberships, cookie sales, program fees, retail, and donations as a 501(c)(3) non-profit council.

Product overview

Girl Scouts Heart of New Jersey operates as a local council of Girl Scouts of the USA, offering a unified youth leadership development program. The core offering is the Girl Scouts Membership & Leadership Program for girls grades K-12, supplemented by the Cookie Program (annual entrepreneurship initiative), Patch Programs, Badges and Journeys, Summer Camp, Trailblazer Troops, and the Girl Scouts Leadership Center. Digital access is provided through the myGS Member Portal and Rallyhood platform. The council also operates Retail Shops (both in-person and online) and maintains camps and facilities for programming.

Differentiator

Problem solved

Functional benefit

Products and services

• Girl Scouts Membership & Leadership Program Annual youth development membership program for girls in grades K-12 (Daisies through Ambassadors), providing access to leadership badges, journeys, troop participation, council events, scholarships, and the broader Girl Scout experience under the GSUSA framework. Designed for girls and their families in GSHNJ's service territory in New Jersey.
• Girl Scout Cookie Program Annual girl-led cookie sales program teaching entrepreneurship, goal setting, and money management; girls sell cookies to family, friends, and community members, with proceeds supporting troop activities and council operations. Open to the public to purchase cookies; prices are set nationally through GSUSA.
• Summer Camp Overnight and day summer camp programs at council camps providing outdoor experiences, STEM activities, and leadership development for Girl Scout members; available for registration by girls and families within the council.
• Concierge Programs (a la carte) A la carte program offerings that troops or individual girls can purchase for customized experiences (concierge programming), supplementing the core membership experience.
• Retail Shops (council merchandise, uniforms, and badges) Physical retail shop locations and an online storefront (shop.gshnj.org) selling Girl Scout merchandise, uniforms, badges, apparel, and council-specific items to members and the public.
• Girl Scouts Leadership Center Physical facility located in Newark, NJ providing leadership training and community programming for Girl Scout members.
• Fall Product Program Seasonal Fall Product Program in which Girl Scouts sell nut, candy, and magazine products in addition to the annual Cookie Program, with proceeds supporting troop activities and council operations.
• Camp Facility Rentals Council-operated camp facilities available to rent by outside groups when not used for Girl Scout programming, providing an additional revenue and community-use channel.

Quantifiable outcome

• 100% Charity Navigator rating with 4-star designation
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Boys & Girls Clubs of America: The largest U.S. youth development nonprofit network, with club-based afterschool programming, STEM, leadership, and college/career readiness. Operates multiple New Jersey clubs that overlap GSHNJ's target families.
• Scouting America (formerly Boy Scouts of America): The most direct comparable peer as a national scouting-style youth development organization with local councils, badges, camps, and volunteer-led troops. Operates a parallel structure across the U.S. including overlapping New Jersey territories.
• Girls Inc. A national nonprofit delivering out-of-school programming specifically for girls, including STEM, leadership, and college/career readiness. Highly comparable mission and target demographic with a similar multi-affiliate structure.
• 4-H (National 4-H Council): A national youth development organization delivered through cooperative extension and local clubs that offers badge-like programming, STEM, leadership, and outdoor experiences. Competes for the same parent and volunteer mindshare as GSHNJ.
• YWCA USA: A national girls- and women-focused nonprofit delivering youth leadership, empowerment, and STEM programming through local affiliates. Comparable as a mission-driven girls' youth organization competing for similar donors and families.
• Camp Fire (formerly Camp Fire Boys and Girls): A national youth development nonprofit focused on out-of-school time programs, summer camps, and teen leadership, with a comparable mix of volunteer delivery, badges/awards, and camp-based programming.

Broad incumbents

• Girl Scouts of the USA: The national umbrella organization that charters GSHNJ and sets curriculum, brand, and cookie-program standards. It is the strategic parent and the broadest incumbent in the U.S. girls' youth development category.

Emerging players

• Big Brothers Big Sisters of America: A youth mentoring nonprofit that competes for parental attention, donor dollars, and volunteer mentors. While mentoring-focused rather than troop-based, it targets similar youth development outcomes and demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GSHeartofNJ
• LinkedInlinkedin.com/company/girl-scouts-heart-of-new-jersey
• Instagraminstagram.com/gsheartofnj

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Girl Scouts Heart of New Jersey