Understanding the ACA Complaint Resolution Program

Nothing is more important to a camp’s long-term success than its reputation. The camp with a reputation of offering excellent, safe, nurturing programs is one thing, but a camp with the reputation of handling difficult situations sensitively and fairly is even more admired.

Camps deal with hundreds, if not thousands, of families every year. The American Camping Association (ACA) hopes that every single family has a fabulous experience. Unfortunately, ACA knows that a small number of families will have a complaint of some sort. It is how you handle those complaints that will make your camp better.

One of ACA’s prime objectives is to assist camps in better serving their camp families. ACA has set the industry standards for health and safety and continues to work on best practices in the industry, and hold members accountable to ACA’s Code of Ethics. All individuals who choose to become members of ACA agree to live by the organization’s Code of Ethics. Occasionally, the public contacts ACA to complain that a member and/or an ACA-accredited camp has done something they believe to be unethical, illegal, or just plain "wrong" in their minds. The ACA Complaint Resolution Program was created to assist the public and camps in resolving complaints.

Over the years, ACA has learned much about resolving complaints. ACA does not handle complaints of illegal behavior. ACA is only involved if a family believes that there has been a violation of ACA’s Code of Ethics. The majority of complaints camps receive are not ethics complaints — unless a camp does not deal with the family to the family’s satisfaction. It is only when a family is searching for satisfaction that they come to understand ACA’s potential involvement. Unfortunately on rare occasions, a relatively simple complaint blows up into a full scale allegation of unethical practices. Here is what we do know:

Handling Complaints

The vast majority of complaints are resolved immediately by camps when a camp family makes their first contact with the camp. To be successful in handling complaints, ACA recommends:

1. Commit to responding to all complaints promptly. However, that does not mean you have to respond immediately. Sometimes in the emotion-of-the-moment, you may react irrationally and not have the entire picture of the situation. It is appropriate to respond that you will look into the situation — and will get back to them. Be sure to give a specific time frame that you will get back to them. "I appreciate your call. I am concerned about the situation. Please let me look into it and get all the facts. I will call you back tomorrow afternoon."
    
2. Accept that some families will present their issue to you with strong emotions — anger, anxiety, or disappointment. React respectfully. Do not get trapped into escalating your own emotions. Be sensitive and understanding. Use language and tone to emphasize your concern.
    
3. Work with the family to identify resolution options. Often — the family can only think of one option — a financial refund. (Does your camp have a clear refund policy? Does your refund policy encompass more than just tuition? What about special fees for individualized coaching? What about camp store monies? Make sure your policy is clear and complete.) Sometimes the family simply wants to hear that you are sorry that the child had a negative experience. Sometimes they simply want to know that you care and will take steps to provide even better training for your staff.
    
4. Be prepared to be flexible when appropriate. Your refund policy may be crystal clear that absolutely no refunds are given. However, what would you do if the week before camp starts, a family’s home burns down — and a parent is injured in the fire and cannot work? If the family called to explain that they have no income coming in because the parent cannot work — and they cannot send their child to camp — and they requested a refund because of their hardship — what would you do?
    
5. If the situation escalates to one where legal action is taken, be prepared. If an attorney contacts you, it is appropriate for you to contact your legal counsel before responding.
   Only a very small number of complaints come to the American Camping Association (either locally or nationally). And, the good news is that the annual number continues to decrease. ACA interprets this to mean that camps are getting better and better at handling complaints. In 2003, ACA received forty-two complaints — down significantly from seventy in 2002. The vast majority of complaints begin with "the camp would not respond to my complaint . . . ."

When Does ACA Become Involved?

ACA’s involvement begins at the local level. ACA is not to be considered the Better Business Bureau. Volunteers in each Section serve as Complaint Resolution Chairs. It is their goal to get the parties to talk to one another to resolve the complaint. If not successful, the complainant has the option of taking their complaint to the ACA National Ethics Commission. At that level, the commission deals simply with whether or not the complaint deals with a violation of the ACA Code of Ethics. ACA does not deal with legal issues, refund issues, or anything else except a commitment to the ACA Code of Ethics. Very few complaints ever make it unresolved to this level (again — a testament to the commitment of individuals to solve complaints!). Of the forty-two complaints in 2003, only one came before the National Ethics Commission. It is still in the review process.

A good plan to serve your camp family’s complaints goes hand-in-hand with your risk management plan. Timely, fair response to complaints should be your commitment. A good plan results in keeping your families happy — you out of court — and your reputation stellar.

Originally published in the 2004 Spring issue of The CampLine.