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

1. Why the “Y”?: An Evaluation of the YMCA Overnight Camp Program Offering By: Allison Seguin

2. Agenda • Background and research process • Purpose • Objectives • Methodology • Sampling Plan • Purchasing the YMCA Overnight camp product • Culture of camping • The Path to Purchase • Reviewing the Quality Eight • What are the Quality Eight • Table Stakes • Values • Outcomes • Future Research

3. Title Goes Here Background and Research Process

4. Research Purpose Purpose • Assess the current camper satisfaction survey and the Quality Eight • The Quality Eight outlines the expectations of overnight camp participants • Both developed in 1999 • The role of technology and social media • New groups to be included in the study • National perspective • New Canadians

5. Research Objectives The study was undertaken to satisfy the following objectives: • To explore the path-to-purchase of the YMCA overnight camp product • To assess the factors affecting the decision to return to a YMCA overnight camp • To investigate the attitudes and perceptions of camping generally and YMCA overnight camps specifically for new Canadians • To explore the questions received from parents and the training received for counselors • To review the existing measures from the Quality Eight and the resultant camper survey metrics for relevance

6. Methodology • Qualitative in nature • Online 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 questions • IDI: half hour telephone interviews • BBGs: 55 parents were included • IDIs: 9 parents, 5 counselors, 5 new Canadians, 11 Eastern camper parents, and 13 directors

7. Sampling Plan Ontario Western Canada Eastern Canada

8. Sampling Plan • 11 Interviews were conducted with First Timer and Repeat Eastern camper parents

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

10. Culture of Camping When I say Overnight Summer Camp… • Camp fires • Swimming or water • Songs • Cabins • Counselors • Outdoors • Friends • Character development • No distinguishing activities • In all regions an expectation for some aspect of character development

11. Path to Purchase: What is it? • Steps the customer takes when purchasing a service or product • Includes awareness, research, consideration, purchase and re-purchasing intent

12. Awareness • Parents were asked how they heard of YMCA overnight camps • Parents typically heard of overnight camps through: • Other YMCA program offerings • Word of mouth

13. Awareness

14. Awareness: Word of Mouth • Past campers • Neighbours • Friends • Colleagues • General word of mouth • Did not specify who provided the recommendation • Well-known in area

15. Research • Word of mouth and not much else • Those who did follow-up research • Spoke to staff at gym or daycare • Consulted the website New Canadians • Consulted the website • One went solely on the recommendation of a friend and did no other research Different Websites Different Problems Lay-out and navigation issues for Kanawana, Kitchikewana, Deka, Pine Crest and Wabanaki

16. Consideration What stood out? • Positive experiences • Other campers/Their camper • Themselves (camp alumni) • Other YMCA Programs Also came up when asking about how heard about YMCA Overnight camps • 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)

17. Consideration New Canadians • Friendly and helpful staff • The ability to participate in outdoor activities • Making new friends • Learning Canadian customs Why Not Girl Guides? Already knew everyone Enjoyed the activities offered at the YMCA camps Transportation convenience

18. 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

19. Reviewing the Quality Eight

20. 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 enjoyablemeals) • Place to Return - The YMCA Resident Summer Camp is a place to return to.

21. What Are the Quality Eight? Quality Eight Principles Learning Fun Friendships Place to return to Natural World Belonging Life needs Safety

22. Table Stakes: Safety • Safety included • Physical and emotional safety • Communication and safety • Safety and an individualized approach

23. Table Stakes: Safety Emotional Safety • Bullying • Discussing issues in a supportive environment Physical safety • Buildings • Facilities • Equipment • Availability of medical staff • Adequate training of counselors • Adherence to safety protocols • Acceptable counselor to camper ratios • What do counselors think? • Emphasis on safety overwhelming • More training for soft skills • Camper behaviour or sensitive issues

24. Table Stakes: Safety Communication • Before, during and after camp • Really an unplugged environment? • Parents have been known to sneak in phones • They want photos, videos, updates and posts • Both camp directors and counselors commented on this trend • Infringes on some outcomes of camp

25. Table Stakes: Safety Individualized Approach • Although group dynamics were important, MY child should not fall to the wayside • Counselors responsibility to sense group dynamics • Negative experiences were noted because of cabin dynamics • Requests on registration forms

26. Table Stakes: Food Health-Conscious Parent Things to consider… Indifferent • Suggested sugar-free camps • Balanced meals necessary • It’s just camp • Suck it up • Best stories are about the food • One new Canadian parent mentioned food options that take into consideration religious restrictions

27. Values: Belonging Campers enjoyed: • Camp songs • Lingo • Routines • Traditions Some parents wanted for their camper: • A connection with the camp

28. Values: Natural World • Fourth most commonly mentioned benefit to attending overnight camp Tell me more… • Nostalgic recount of childhood memories • Being unplugged • Learning outdoor skills • Interacting with nature in a safe way • Environmentally conscious citizens were not mentioned

29. Values: A Place to Return To Factors that foster a place to return to Camper: • Everything! • Fun games • Connecting with friends or counselors Parents • Reputation/history of YMCA • Camper’s enthusiasm to return • Same topics mentioned in Ontario, Eastern and Western groups

30. Outcomes of Camp What Parents Mentioned as the Benefits of Attending Overnight Camp

31. Outcomes of Camp: Independence • Make decisions for themselves • Solve social problems without guidance from their parents • Navigate through awkward or difficult emotions or situations • Bullying • Homesickness • Come to a solution and deal with outcome

32. Outcomes of Camp: Confidence • Confident in abilities • Pride in accomplishments • Step out of comfort zone • Allowed them to try new things

33. Outcomes of Camp: Friendship • Made friends but also kept in contact The Importance of New Friends • Broaden horizons • Counselors from other places • Attending camp with children with special needs • Kids outside of community

34. 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

35. Outcomes of Camp: Other Benefits Other benefits • Developing a new skill set • Responsibility • Developing social skills • Mentorship • Self esteem • Teamwork • Having a personal adventure Some of these benefits are quite profound!

36. Outcomes of Camp

37. Outcomes of Camp

38. 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 activities • Camper being able to do the activities they really wanted to do

39. Title Goes Here Future Research Considerations Background and Research Process

40. Future Research • Research that is camper-centric • This 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 camp • Conduct research for parents that do not return and find out why they didn’t come back