The Referral Rundown #2: What Parents Really Mean When They Say “I’ll think about it.”

This is the Referral Rundown, the newsletter that helps camps grow through word of mouth.

We’re short and sensational – the Simone Biles of newsletters.

Today’s estimated read time: 1 minute 53 seconds

🤔 What Parents Really Mean When They Say
“I’ll think about it.”

Every camp director has heard this:

“I’ll think about it.”

It sounds reasonable. Thoughtful, even.

But most of the time, it’s not hesitation.

It’s an unspoken objection.

Here’s what parents are usually thinking when they delay:

“What are we actually getting?” (Value)

No shade on the dads.
But I’m guessing this one comes more from them.

“We’re paying all this money…for what?”

For many parents, the closest comparison is childcare.
Pay someone to watch our kid.

That’s the wrong mindset. We know that. They don’t.

It’s your job to explain:

Camp isn’t supervision.
It’s growth. Independence. Confidence.
A precious, tech-free time during crucial development years.

What helps:
Don’t defend the price, explain the outcome.

“Camp is too expensive.” (Price)

They’re not wrong.

Camp is expensive.
And you have payroll, food, insurance to pay and facilities to run.

When parents don’t see the value, the price feels irrational.
When they do, it makes more sense.

Sometimes the budget truly isn’t there.

Other times, families just need help bridging the gap.

What helps:
Explain value first, then talk about cost. 

“Could you call me later?” (Urgency)

Sometimes this is real.
School calendars aren’t out. Vacations plans aren’t clear.

Other times, it’s a stall. Why?

Parents aren’t feeling confident. They can’t see their family at camp.

Jack had a great phrase for this in his newsletter last week: call to acceptance.

Parents need to see themselves as camp parents before taking any action.

Often, what they need is proof:

A story from one of your current camp families.
Or hearing how their friend’s kid’s life was changed last summer.

What helps:
Social proof beats reminders, every time.

“My spouse will decide.” (Authority)

Fair enough, sometimes decisions are shared.

More often, something still feels unresolved.
And it’s easier to delay than say that out loud.

What helps:
Ask a simple question:
“What do you think your partner would need to feel good about this?”

Then give them the answer.

“I heard some bad things.” (Trust)

This is a tough one. And it matters, maybe most of all.

Like I said last week, no tool can fix a bad experience.
And no script can undo broken trust.

Sometimes it’s a misunderstanding.
Sometimes it’s real feedback.

Either way, the move is the same.

What helps:
Listen and say thank you.
And take it seriously – that’s how trust gets rebuilt.

The takeaway

“I’ll think about it” isn’t the end of the conversation – it’s the start of a real one.

When you know what parents actually mean, you can speak to their concerns.

That’s what takes you from compulsion to conversation.

🌲 Camp Tree Corner

What we’re working on

Our focus this spring is reducing manual work around referrals.

That includes better integrations with the tools camps already use,
and tighter tracking from referral → enrollment.

We’re also focused on giving ambassadors more tools to streamline their efforts.

If you’re ever wondering what we’re up to, you can check out our product roadmap.

Questions? Reply to this email, and we’ll get right back to you. 🚀

⛺️ Around the Campfire

A lively discussion on the ACA forum about registration platforms:

🤣 The LOL Lodge

Until next time,

Peter “Counselor Talent Captain” Elbaum