In Seth Godin’s book
This is Marketing, he stresses the importance of spending money on your brand with intention. For example, he says, “Perhaps you should overinvest in the way your team interacts with customers.”
Does your camp overinvest in these interactions? Should it?
What if your camp invested in the intentional design of how your Counselors, Receptionist, Development Staff, Camp Director, Executive Director, and Board Members should communicate and connect with your donors, families, and prospects? What if this intentionality went all the way down to your
on-hold music/announcements?
If Community, Connections, or Engagement are NOT part of your core values, maybe there’s no need to invest in these interactions – focus your marketing investments elsewhere. But for the dozens of camps that DO stress these core values, what does it say about your brand if you DON’T overinvest in these connections?
What better way to invest in your brand than to intentionally invest in every interaction with your families, donors, and potential families?
If you did so, would someone always be available to answer the phone with a friendly voice? Would you offer a live chat on your website for quick answers? Would your camp tours include personalized memorable moments for everyone?
What would this investment mean for YOUR camp?
P.S. Does your camp already invest in these interactions? Great! Please
let us know about them.
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Written by Kevin Martone. Kevin is the Technology Program Manager with JCamp 180. His focus area is in applying technology (database management, communications) to support fundraising and outreach efforts. Kevin leads JTEC (JCamp 180 Training in Effective Communications) and co-leads Data2Donors, a program to help camps prioritize their database for improved Alumni outreach and fundraising.
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Who we are: JCamp 180 is a program of the Harold Grinspoon Foundation (HGF). Our goal is to significantly enhance the long-term effectiveness of nonprofit Jewish camps in North America. To meet this goal, we provide affiliated Jewish camps with consulting services, annual conferences, shared resources, professional development, and matching grant opportunities. Find more at www.jcamp180.org