The Girl Guides are getting with the 21st century. On top of already established presences on Facebook and Twitter, the Girl Guides are going mobile in a ploy to get past members involved in the organisation again.

Girl Guides Australia won a mobile database–building program from RedTxt, which they will use to promote their 2011 Alumni Drive. The campaign will reach out to women around Australia who are former Guides, asking them to reconnect.

“Girl Guides Australia is on a journey to raise its brand awareness and embracing new technology is a key part of our strategy,” Girl Guides Australia national communications and marketing manager Sharyn Casey tells Marketing magazine.  “We are a youth organisation, so the recruitment of new members is one of our key performance indicators. However, our brand awareness strategy also relies on reaching out to past members and urging them to reconnect with us.

“There are potentially thousands of women around Australia with fond memories of guiding from their own childhoods,” Casey says. “These women are powerful ambassadors and will be asked to help us to spread the word and the guiding spirit to a new generation of girls and young women.

After the database project is complete, Girl Guides Australia says it is also considering and integrating the SMS platform into the future communications initiatives.