20/20 Toolbox: The Rewards of Reinventing the Wheel

The year 2020 seems so distant, and yet our goal as a collection of camp professionals is to serve 20 million campers by that year. So how do we get there? I have long been a proponent that programs sell camps — not Web sites, not brochures, and certainly not e-mail blasts (all of which are still important marketing tools). Anywhere from 60–80 percent of your campers came to you in their first year because they heard from someone else about your amazing program, how fun it was, or how many friends they made.