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 • 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. 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

5. Sampling Plan Ontario Western Canada Eastern Canada

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

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

8. 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

9. 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

10. Awareness

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

12. 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 (names omitted).

13. 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)

14. 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

15. 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

16. Reviewing the Quality Eight

17. 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.

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

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

20. 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

21. 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

22. 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

23. 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

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

25. 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

26. 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

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

28. 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

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

30. 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

31. 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

32. 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!

33. Outcomes of Camp

34. Outcomes of Camp

35. 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

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

37. Future Research Slide omitted for this portfolio as per client request