Why the “Y”?:An Evaluation of the YMCA Overnight Camp Program Offering

By: Allison Seguin

Agenda

Background and research processPurposeObjectivesMethodologySampling Plan

Purchasing the YMCA Overnight camp productCulture of campingThe Path to Purchase

Reviewing the Quality EightWhat are the Quality EightTable StakesValuesOutcomes

Future Research

Title Goes HereBackground

and Research Process

Research Purpose

PurposeAssess the current camper satisfaction survey and the Quality Eight

The Quality Eight outlines the expectations of overnight camp participantsBoth developed in 1999

The role of technology and social mediaNew groups to be included in the study

National perspectiveNew Canadians

Research Objectives

The study was undertaken to satisfy the following objectives:

To explore the path-to-purchase of the YMCA overnight camp productTo assess the factors affecting the decision to return to a YMCA overnight campTo investigate the attitudes and perceptions of camping generally and YMCA overnight camps specifically for new CanadiansTo explore the questions received from parents and the training received for counselorsTo review the existing measures from the Quality Eight and the resultant camper survey metrics for relevance

Methodology

Qualitative in natureOnline Bulletin Board Focus Groups (BBG)In-Depth Interviews (IDI)

What does this mean?BBGs: parents would sign in at least four times a day over two days to answer questionsIDI: half hour telephone interviews

BBGs: 55 parents were includedIDIs: 9 parents, 5 counselors, 5 new Canadians, 11 Eastern camper parents, and 13 directors

Sampling Plan Ontario Western Canada Eastern Canada

Sampling Plan

BBGsCompleted

OntarioFirst Timers

Group 18-10 participants

Group 28-10 participants

OntarioRepeat

Group 18-10 participants

Group 28-10 participants

Western Canada

First Timers8-10 participants

Repeats8-10 participants

11 Interviews were conducted with First Timer and Repeat Eastern camper parents

Purchasing the YMCA Camp Experience: What Does it Look Like?

Culture of Camping

When I say Overnight Summer Camp…

Camp firesSwimming or water Songs Cabins Counselors OutdoorsFriends Character development

No distinguishing activitiesIn all regions an expectation for some aspect of character development

Path to Purchase: What is it?

Steps the customer takes when purchasing a service or productIncludes awareness, research, consideration, purchase and re-purchasing intent

Awareness

Parents were asked how they heard of YMCA overnight campsParents typically heard of overnight camps through:

Other YMCA program offerings Word of mouth

Awareness

YMCA Programs

Day camp

Swimming

School trips Daycare

Members

Camp Alumni

Word of Mouth

General

Past Campers

Other

Awareness: Word of Mouth

Past campersNeighboursFriendsColleagues

General word of mouthDid not specify who provided the recommendationWell-known in area

Research

Word of mouth and not much elseThose who did follow-up research

Spoke to staff at gym or daycareConsulted the website

Different Websites Different Problems

Lay-out and navigation issues for Kanawana, Kitchikewana, Deka, Pine Crest and Wabanaki

New CanadiansConsulted the websiteOne went solely on the recommendation of a friend and did no other research

ConsiderationWhat stood out?

Also came up when asking about how heard about YMCA Overnight camps

Positive experiences Other campers/Their camper Themselves (camp alumni) Other YMCA Programs

YMCA Brand Reputation Age of camp Affinity to values of YMCA Trust in the organization

Qualities of camp Traditional, basic or simple

Heterogeneous group of campers

SES Children with special needs Just different kids

Outcomes of camp (will be discussed more later)

ConsiderationNew Canadians

Friendly and helpful staffThe ability to participate in outdoor activities Making new friendsLearning Canadian customs

Why Not Girl Guides? Already knew everyone Enjoyed the activities offered at the YMCA camps Transportation convenience

Re-Purchasing Intent

What made the Camper want to go back?

Everything! Fun games Connecting with friends

or counselors

What made the parents want to re-enroll their child?

Praised great staff History or values Camper’s enthusiasm

Reviewing the Quality Eight

What Are the Quality Eight?

Fun - The YMCA Resident Summer Camp is fun.

Safety - The YMCA Resident Summer Camp is safe - socially, emotionally and physically.

Friendship - The YMCA Summer Camp is a place of friendships.

Belonging - The YMCA Summer Resident Camp is a place of caring, belonging and

responsibility.

Learning- The YMCA Resident Summer Camp participants learn and are challenged.

Natural World - The YMCA Resident Summer Camp treasures the natural world.

Life Needs - The YMCA Resident Summer Camp meets personal life needs. (Clean

facilities and enjoyable meals)

Place to Return - The YMCA Resident Summer Camp is a place to return to.

What Are the Quality Eight?

Outcomes

Values

Table stakes Life needsSafety

Quality Eight Principles

Belonging

Natural WorldPlace to return to

FriendshipsFun

Learning

Table Stakes: Safety

Safety includedPhysical and emotional safetyCommunication and safetySafety and an individualized approach

Table Stakes: Safety

Physical safetyBuildingsFacilities EquipmentAvailability of medical staff Adequate training of counselorsAdherence to safety protocols Acceptable counselor to camper ratios

Emotional SafetyBullyingDiscussing issues in a supportive environment

What do counselors think?

Emphasis on safety overwhelming

More training for soft skills Camper behaviour or sensitive issues

Table Stakes: Safety

CommunicationBefore, during and after campReally an unplugged environment?

Parents have been known to sneak in phonesThey want photos, videos, updates and posts

Both camp directors and counselors commented on this trend

Infringes on some outcomes of camp

Table Stakes: Safety

Individualized ApproachAlthough group dynamics were important, MY child should not fall to the waysideCounselors responsibility to sense group dynamicsNegative experiences were noted because of cabin dynamics

Requests on registration forms

Table Stakes: Food

Indifferent Health-Conscious Parent

It’s just campSuck it upBest stories are about the food

Suggested sugar-free campsBalanced meals necessary

Things to consider…

One new Canadian parent mentioned food options that take into consideration religious restrictions

Values: Belonging

Campers enjoyed:Camp songsLingo RoutinesTraditions

Some parents wanted for their camper:

A connection with the camp

Values: Natural World

Fourth most commonly mentioned benefit to attending overnight camp

Tell me more…Nostalgic recount of childhood memoriesBeing unpluggedLearning outdoor skillsInteracting with nature in a safe way

Environmentally conscious citizens were not mentioned

Values: A Place to Return To

Factors that foster a place to return toCamper:

Everything!Fun gamesConnecting with friends or counselors

ParentsReputation/history of YMCACamper’s enthusiasm to returnSame topics mentioned in Ontario, Eastern and Western groups

Outcomes of Camp

What Parents Mentioned as the Benefits of Attending Overnight Camp

Outcomes of Camp: Independence

Make decisions for themselvesSolve social problems without guidance from their parentsNavigate through awkward or difficult emotions or situations

Bullying Homesickness

Come to a solution and deal with outcome

Outcomes of Camp: Confidence

Confident in abilitiesPride in accomplishmentsStep out of comfort zoneAllowed them to try new things

Outcomes of Camp: Friendship

Made friends but also kept in contact

The Importance of New FriendsBroaden horizons

Counselors from other places

Attending camp with children with special needsKids outside of community

Outcomes of Camp: Separation

Some parents just really needed some time to themselves or with their significant other!Some mentioned they were still always talking about or wondering what their little ones were doing

Outcomes of Camp: Other Benefits

Other benefitsDeveloping a new skill setResponsibilityDeveloping social skillsMentorshipSelf esteemTeamworkHaving a personal adventure

Some of these benefits are quite profound!

Outcomes of Camp

Outcomes of Camp

Outcomes of Camp: Fun

Fun came up in conversations time and time again no matter what the question was!As mentioned previously, many parents decide to re-enroll their children based on their enthusiasm to return

Many parent mentioned their kids would say….”but this time I want to go for…!”

The importance of a variety of activities emerged over and over

Age appropriate activitiesCamper being able to do the activities they really wanted to do

Title Goes HereBackground

and Research Process

Future Research Considerations

Future Research

Research that is camper-centricThis study was just a snapshot and only uncovered short-term effects of overnight camp. Further research would be interesting to track the long term benefits of overnight camp by interviewing participants throughout the years they attend campConduct research for parents that do not return and find out why they didn’t come back