🔁 #5: Why Referral Programs Make Directors Nervous

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

We’re like your favorite counselor - inspirational and educational.

Today’s estimated read time: 1 minute 27 seconds

😬 Why Referral Programs Make Directors Nervous

If you’ve ever felt uneasy about running a referral program, you’re not alone.

Most of the directors we talk to don’t say, “Referrals don’t work.”

They say things like:

“I don’t want this to be weird.”
“I don’t want parents to feel awkward.”
“I don’t want us to look desperate.”

Those aren’t tactical objections, they’re human ones.

Here are the most common reasons referral programs make directors nervous, and what’s usually underneath them:

“I don’t want parents to feel awkward.”

This is often the first concern.

Camp is personal, and parents are friends.

Nobody wants to put pressure on that relationship.

The fear isn’t asking for help.

It’s creating discomfort for others.

If that’s the case, the program should be optional, low-key, and easy to ignore.

When referrals feel like an invitation instead of a request, the awkwardness tends to disappear.

“We don’t want to look desperate.”

This one is about perception.

If we’re asking for referrals, does that mean we’re struggling?

Does it send the message that enrollment is down?

Most parents don’t read it that way.

They read it as:

The difference comes down to tone:

Urgency and pressure feel desperate.

Consistency and clarity don’t.

“It sounds like more work.”

This concern is very real.

Tracking referrals, answering questions, figuring out who gets credit.

For many camps, the hesitation isn’t philosophical – it’s operational.

If a referral program adds stress, it won’t last.

And anything that won’t last isn’t worth launching.

This is less about whether to run a program.

It’s more about how simple it is to maintain.

“What if it creates drama?”

This is the one people don’t always say out loud.

What if:

• someone feels overlooked

• a reward gets missed

• two families both think they referred the same camper

Drama doesn’t come from referrals themselves.

It comes from ambiguity.

Clear rules, clear tracking, and consistent follow-through prevent most issues before they start.

“What if it works too well?”

This is a good problem, but still a real one.

What if referrals outpace capacity?
What if cabin placement gets tricky?
What if you attract families who aren’t quite the right fit?

Referral programs don’t have to be all-or-nothing.

They can be capped, time-bound, and can evolve.

Control doesn’t disappear just because word of mouth improves.

The takeaway

Most hesitations around referral programs aren’t about marketing.

They’re about:

• relationships

• culture

• workload

• trust

Those are things worth protecting.

A good referral program doesn’t ignore those concerns.

It’s designed around them.

⛺️ Around the Campfire

A lot of camp directors operate as “king” or “queen.”

That’s not good or bad, just how it is.

So, when I saw Ren Faire on HBO, I couldn’t help but see the overlap with camp.

Description: When the aging king of America's largest renaissance festival declares his retirement, an epic power struggle ensues to claim his throne.

This was fascinating, and a bit troubling too (be warned), but definitely worth the watch:

🤣 The LOL Lodge

Until next time,

Peter “Smore Snatcher” Elbaum