Camp focus groups.

Fall is a great time to assess what worked and what can be improved within your camp program. You can also begin to devise ways to reinforce partnerships with campers' parents. One particularly effective tool for evaluating an organization's performance while simultaneously enhancing the relationship with camp families is the focus group - a discussion forum for participants to share opinions centered around a specific theme.

Many camps send post-season surveys to campers and parents to get feedback about camp food, communication during the summer, and the program. A focus group is a more personal way to strengthen your connection with campers and parents and obtain valuable feedback. Conducted properly, a focus group enhances a participant's trust level and positive regard because the person feels truly heard and understood. In my experience, people are so accustomed to not being listened to that simply asking them to participate in a personal feedback session creates a positive feeling about you and your camp.

Productive Outcomes

Market researchers have used consumer focus groups for years to get information about goods or services. Focus group research is often used to design a more desirable product or to guide marketing strategies. While this approach can certainly be used in camp as well, the process I propose is one that reinforces the loyalty of camp parents by giving them a greater sense of how camp serves them and their children. Camp focus groups have been conducted with parents, campers, and parents and campers together. These forums have led to a myriad of practical, productive outcomes, such as the following:

* policies on teen behavior at camp (curfews, trips, and consequences for violating camp rules or boundaries).

* definitions of the "best practices" of favorite counselors as seen through the eyes of campers and/or parents.

* consolation for parents of first-time campers (held in late spring).

* a gauge for parental concerns about their children and ideas for ways camp can be a more active or effective partner in responding to these concerns.

* a lower risk of negative rumors because worries, concerns, or criticisms have been heard.

* an increase in parental understanding of camp policy.

How Does a Focus Group Work?

I recommend organizing a focus group that is rooted in the psychological traditions of validation, acknowledgment, listening, and affirmation. First, avoid calling it a focus group. The connotation here of "market" and "product" run counter to the feelings you want to invoke of parents being included, trusted, valued, and just plain important to you and your camp. "We want to hear from you!" is the simple message to parents and campers.

Here are some additional pointers for organizing a successful focus group:

* Give plenty of advance notice. Parents will come on a weekday evening if you give them time to make arrangements, especially if you emphasize their importance in making camp more responsive to their needs.

* Call key parents to invite them personally. They can be instrumental in getting other parents to come.

* Provide a comfortable meeting space, even if it means renting a room from a hotel. Providing food, like fruit and coffee, adds to your image as a quality care-giver.

* Limit the group size to no more than forty people. If you need to advertise this to subgroups in your camp population, you might do it geographically or by the age of campers.

* Consider having someone facilitate the discussion so you are free to simply listen.

* Arrange for your assistant director or co-director to attend with you.

* Allow an hour and a half for discussion. Weeknights are precious to parents, though my experience is they will stay late if you are credible, receptive, and they get to talk about one of their greatest concerns - their children!

* Have someone in your organization take notes so you can follow up with parents after your meeting.

* Have name tags ready for participants (Quick follow-up phone calls the day before can confirm your head count and raise attendance.)

Begin the meeting by thanking everyone for coming. Then introduce the main theme of the gathering, for example, to listen to parents concerns about their teens and their participation in your camp programs or to get participants' impressions of what you do best and what you could improve on.

After setting the course of the meeting, your job is to listen. Explain to parents that tonight is simply their night to express their observations, thoughts, feelings, and concerns about your camp. Continue by reassuring them that you want your response to their shared experience to be well planned and considered; therefore, you will take time in the days following the meeting to review their opinions.

Be a Good Listener

Practice good listening skills, even rehearsing beforehand if necessary. Phrases like the following leave the speaker feeling acknowledged and validated, which is the major objective of having the meeting in the first place:

* I understand.

* I see what you are saying.

* We need to hear this.

* That was not our intent, but I understand it is what you experienced.

* I am glad you are sharing this.

Two additional tools are the survey (for example, "By a show of hands, how many other people get the same impressions as Ted, our parent from Concord?") and the listening check ("Let me see if I understand you correctly...). Avoid the common mistakes of becoming defensive, giving answers, or "fixing" concerns too early. Your goal is to have parents walk away feeling truly heard.

At the end of the meeting, thank people for coming and reiterate your intention to follow up with a letter, newsletter, new policy, or whatever is appropriate. Obviously, it is crucial to keep your promise in this area as your credibility will suffer if you do not follow through.

The Perfect Focus Group

In a meeting with campers in the New York metropolitan area in the fall of 1997, we asked them to tell us what their favorite counselors do that makes them their favorite counselors. The top three answers were:

* Our favorite counselors spend time with us even when they don't have to.

* Our favorite counselors really listen to us.

* Our favorite counselors find fun ways to include everyone in the group.

Sounds like the perfect description of an effective camp focus group!

Bob Ditter is a licensed clinical social worker specializing in child and adolescent treatment. Camp directors are invited to write to: Bob Ditter, "In the Trenches," 93 Union St., Ste. 307, Newton, MA 02159 or fax [phone]. Letters should be signed, although requests for confidentiality will be honored. "In the Trenches" is sponsored by American Income Life Insurance.