Why the “Y”?:
An Evaluation of
the YMCA
Overnight Camp
Program Offering
By: Allison Seguin
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
Title Goes
Background
Here
and Research
Process
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
Sampling Plan
Ontario
Western Canada
Eastern Canada
Sampling Plan
BBGs
Completed
Ontario
Ontario
First Timers
Group 1
8-10 participants
Group 2
8-10 participants
Repeat
Group 1
8-10 participants
Group 2
8-10 participants
Western
Canada
First Timers
8-10 participants
Repeats
8-10 participants
11 Interviews were conducted with First Timer
and Repeat Eastern camper parents
Purchasing the
YMCA Camp
Experience:
What Does it
Look Like?
Path to Purchase: What is it?
Steps the customer
takes when purchasing
a service or product
Includes awareness,
research,
consideration,
purchase and repurchasing intent
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
Awareness
Day camp
Camp
Alumni
Members
Other
General
Swimming
Word of
Mouth
YMCA
Programs
Past Campers
Daycare
School
trips
Awareness: Word of Mouth
Past campers
Neighbours
Friends
Colleagues
General word of mouth
Did not specify who
provided the
recommendation
Well-known in area
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).
Consideration
What stood out?
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)
Also came up
when asking
about how heard
about YMCA
Overnight camps
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
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?
Quality Eight Principles
Outcomes
Values
Learning
Fun
Friendships
Place to return to
Natural World
Belonging
Table stakes
Life needs
Safety
Table Stakes: Safety
Safety included
Physical and emotional
safety
Communication and
safety
Safety and an
individualized
approach
Table Stakes: Safety
Physical safety
Buildings
Facilities
Equipment
Availability of medical staff
Adequate training of counselors
Adherence to safety protocols
Acceptable counselor to camper
ratios
Emotional Safety
Bullying
Discussing 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
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
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
Table Stakes: Food
Indifferent
It’s just
camp
Suck it up
Best
stories are
about the
food
Health-Conscious
Parent
Suggested
sugar-free
camps
Balanced
meals
necessary
Things to consider…
One new Canadian
parent mentioned
food options that
take into
consideration
religious restrictions
Values: Belonging
Campers enjoyed:
Camp songs
Lingo
Routines
Traditions
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
memories
Being unplugged
Learning outdoor skills
Interacting 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 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
Outcomes of Camp
What Parents Mentioned as the Benefits
of Attending Overnight Camp
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
Outcomes of Camp: Confidence
Confident in abilities
Pride in accomplishments
Step out of comfort zone
Allowed them to try new things
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
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 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!
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 activities
Camper being able to do the activities they
really wanted to do
Future
Title
Goes
Research
Background
Here
Considerations
and Research
Process
Future Research
Slide omitted for this portfolio as per client
request