Unlike many of my posts, this one is not for parents – this one is for summer camp professionals. If you are a camp professional (or just a parent who wants a look behind the curtain), read on!
Last week, I wrote about a balanced approach to summer camp recruitment. This week we’re going to look at summer camper retention. As such, it’s time to share my retention mantra with you – in rank order of importance:
- Run a good summer camp program, one that engages a camper’s interest and provides a progression he or she can build upon in future summers.
- Hire a good summer camp staff with young people that campers can look up to and that parents hope their children grow up to be like.
- Ensure that every camper leaves having formed at least 1 friendship.
“But wait!” you say, “Summer is over. Do you mean we can’t do anything about retention until next year.” Don’t fret. I gave you the most important factors in summer camp retention first. The list rolls on:
- Make a pledge to contact every camp family at least once a month. If you haven’t done it already, send out summer camp evaluations to kids and parents. Send birthday and holiday cards. Utilize an email service like Constant Contact each month to update campers and families about happenings at Camp. Use Facebook. Use Twitter. Use the social networking sites and methods you and your organization are most comfortable with.
- Run year-round programs intended to keep the camp community strong. Hold a summer camp reunion – at your site or a location that is central for your campers. If you’re a camp that utilizes campfairs throughout the winter for camper recruitment, combine those camp appearances with reunion events. Do the same thing for your camp staff and alumni!
- Personally call every camp family once during the winter. I am willing to bet you think of your campers and their parents as family. Well, treat them like family! Drop them a line every once and while to see how things are going. This is easily the most intimidating of the potential retention efforts you could employ – but it has the greatest potential pay-off. Just like a donor begins to resent the fundraiser who only calls when they are asking for money, a camp family can begin to doubt the sincerity of your “camp family” if you only call them to remind them to register.
- Develop a strategy for returning summer camp counselors to reach out to their campers and invite them to return. Who is the best person to remind your campers about the fun they had last summer? I am going to go out on a limb and say that it is the their camp counselors. Have you summer camp counselors sign the holiday cards. Have your summer camp counselors man the phones and encourage last year’s campers to re-register.
I hope I’ve given you something to think about as you plan your marketing efforts for next year. Building the camp community doesn’t end on September 1st, it just changes the methods you use to build that community.
If you’re hungry for more, check out Dave Bell’s marketing article in Camp Business entitled “Small is the New Big.” You can find it at http://www.camp-business.com/articles/cb/small-is-the-new-big.
We’ll see you at Camp!