Study affirms relevance of camp minstry
[Charleston, W.Va., Laura Allen]
Camps use the wildness of creation to bring people close to God – and it works. “I know I can talk with God anywhere. It’s just easier here,” wrote a senior high summer camper last year, referring to his time at Spring Heights Education Center near Spencer, W.Va. A recently completed camp study by Run River Enterprises, Inc. (Run River), affirms those words, and thus the value of outdoor ministries in the WV Conference.
The study is part of a comprehensive evaluation of all ministries of the WV Conference for effectiveness and viability, given current economic realities. It yielded several suggestions to move outdoor ministries forward, including a comprehensive marketing plan directed at internal and external constituencies.
“Relationship marketing is a theme that emerged in the Master Plan from Run River,” said Dr. J.F. Lacaria, Director of Leadership Formation Ministry Support for the WV Conference. Lacaria, who says camp was ‘the place of my calling’, points out that there’s a unique formation opportunity for Christians who participate in camping ministry. “We experience awe, wonder, and mystery at Camp,” he said. “It’s much more than Sunday School outside.”
Lacaria goes on to point that during a time when people call themselves ‘spiritual but not religious’ in increasing numbers, camp and retreat ministries offer new doorways into church. “For whatever reason, people aren’t choosing worship as their first or primary entrance into church,” he said. “Camp gives people a door into relationship with God they seek, outside of traditional church service.”
Marketing the value of these experiences so that they result in increased awareness and passion for outdoor ministries in the Conference is the challenge. ‘All marketing is about meaningful relationships and effective invitations to participate in and support the ministry,’ is the statement that opens the Relationship and Recruitment section of the Master Plan document from Run River, presented to Covenant Council on March 6. Utilizing the 46 weeks a year that are not camp season is a critical piece of the process, says Director of Camping, the Rev. Don Keller. “It’s about the local church seeing camp and retreat as part of their ministry goals, and seeing Spring Heights uniquely positioned to fulfill them,” he said.
Improving the 2nd year camper retention rate is specifically mentioned in the marketing section of the master plan. Analysis of 2008 summer camp participation shows the rate which first-time campers who return for a second year is below normal. The study suggests that special efforts are needed to make first-time campers feel part of the community. There’s a strong trend toward continued participation among campers who return for the second year.
Other ‘Keys to the Future’ summarized in the master plan include:
- A revision of the Mission Statement and name change for Spring Heights
- Enhancement of programming to reflect Conferences’ faith pilgrimage
- Focus on serving youth in the retreat seasons at Spring Heights
- Build passion for outdoor ministries/Spring Heights with intensive internal marketing
- Move toward an operating budget which is 70-80% earned revenue; 10-15% each from Conference and annual appeal.
- Renovation, development of existing facilities; address deferred maintenance issues.
The Master Plan calls for changes to occur over a six year period, and for hiring a Marketing Director to oversee the activities and goals of the internal/external marketing plan. Another item of note is the diversification of funding streams by adding a camp-sponsored annual fund campaign and increasing youth events during retreat season. This would offset a concurrent decrease in Conference apportioned dollars from $120,000 in year 1 to just under $50,000 by the end of year 6.
The task sounds challenging, yet Rev. Keller points out that Conference support is much more than money. “When I talk about Conference support, I mean us together continuing to develop Spring Heights as a resource that local churches want and need and use,” he said.
One thing is certain: there is a place for outdoor/camping ministry in the West Virginia Annual Conference, and in the words of several people at Covenant Council, it’s up to all of us to insure its future.
