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I don't want to bother anyone
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"I don't want to bother anyone." Ever caught yourself thinking that before you hit send on a camp email? I hear this every single time. Every. Single. Time. It's almost like it's an auto-reply. I don't know exactly where it comes from, though it's likely a mix of a few things. Camp people care a lot. Camp people are nice people. Camp people think about others all the time. So when it comes to messaging, they take the negative version of how someone might feel and graft it onto what will happen if they send something out. I was talking to a writer and consultant who works outside the camp world. He said nearly the same thing. Everyone shows up with this version of self-doubt when it comes to outreach. Everyone starts off saying the same thing: "I don't want to bother anyone." There is one key difference between camp people and everyone else doing this kind of "marketing," which really isn't marketing but is the basis for just running a business. That group of people who send consistently and stay in touch with their customer base has received positive signals back. Either it's a warm reply, or open rates, or just money in their bank account because someone signed up for their product or offer or service. That's basically the only difference. When I hear camps say this, "I don't want to bother anyone," It's so easy to flip to the reality of the situation. You aren't bothering anyone when you write to them or call them or text them about what's happening at camp. The stories, the alumni check-ins, the everyday moments from around camp. In fact, if you don't do this, you are doing the opposite. You're neglecting them. Sound harsh? Maybe, but it's true. Families (and people in general) are already living inside a constant stream of bad news, boring announcements, and social media negativity. Kids love your camp. For parents, that’s an incredible thing because finding places that bring kids real joy is harder than ever. Now I know what happens next. You're going to think about your own inbox. All those calls and texts and emails you don't want to pick up or open. But think about what those emails are usually, the ones flooding your inbox. Don't be them. You'll get ignored, or worse, become the one they don't want to open. Every message is just another ask. Register by this deadline, give to the annual campaign, show up at the alumni event. It's ask on top of ask. Parents have a phone in hand all day, consuming small hits of content from every direction. Give them the good version of that. Little moments. Real stories. Photos from the ropes course and the lake and the dining hall. You have room to be more frequent than you think you do. As long as what you're sending is authentic, they will want it. Stop neglecting camp families. You aren't bothering anyone. Sincerely, Senior Consultant at Immersive1st Learn more about Immersive1st's Approach |
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