recognize what an awesome opportunity camp is, it might be easier to sign kids up. Also, the representative did not understand that my dad worked so hard to have a house for us so that we wouldn’t have to sleep anywhere uncomfortable. So when she told my mother that I was “going to get to sleep outside on the dirt,” it didn’t resonate well with my family when my father was working so hard to keep us in a house. When the representative spoke about the benef its of camp, she highlighted individualistic cultural values, like independence. But again, we value the collective. And that’s not to say we don’t value individualism, but that’s not the initial recruitment tool. I so wanted to go to camp, but the way I was recruited did not reflect my family’s values and culture. So I didn’t get that experience. And it wasn’t that my mother wouldn’t have allowed it — it was just the approach that ended the possibility. We have to be mindful of how we approach and provide camp experiences to newly immigrant families and even firstgeneration families. Two of my children are involved in camp. Even as someone who was acculturated, assimilated, and educated here, I feel that I need to be present in my children’s camp experiences. So my husband is involved with my son and I am involved with my daughter. If parents seem hesitant to let their children go, engage the parents until they feel secure and confident in their child attending a camp experience on his or her own. When the approach is so important, what might be the benefits camp directors lead with when speaking with families? Making new friends; connecting with nature? Many of us grew up with a big family. I had sixty-two first cousins; I didn’t need any more friends! Any given Sunday, we had a household full of cousins, and they were my friends. The U.S. Census has clearly shown that our families are ever-growing; they are the youngest and we have the most babies. So we have built-in friends. We’ve got to think about the value that would best suit a family. The encouragement would be, “I want to help you add value to the great work you’re doing as a parent. Here’s another opportunity . . . .” It’s not about them doing something wrong and trying to help them. It’s about being a partner with parents in raising their children. I work with a lot of organizations that are trying to recruit the Latino community and find the messaging around that. For the Latino community and beyond, often, the messaging is, “Do you want the very best for your children?” And no parent is going to say “no” to that. Showcase the camp experience as an added bonus to what the parent is already doing. That way, you don’t diminish the parent’s role and what he or she is doing already. I’ve often heard people say, “We’re going to help you.” That sets up the parent to think, “I don’t need your help.” This is relevant for all parents. You want the parent to know that the camp experience is another added opportunity. You want parents to know that they are doing a good job, and that you are offering an extra piece. After you’ve done your research and created your messaging for the community you are trying to reach, what is step number one in building relationships? Going door to door, making flyers, holding meetings, etc.? The one thing that I would recommend is finding a trusted ally in the community that can serve as your connector. For example, if there’s already a Latino family who has been involved in your program, have them be your connector. Having a “bridge builder” is critical. When the camp representative came to my door to recruit me as a child, it was because I’d initially told a friend at school that I wanted to be a part of camp. I think door-to-door recruitment is fine, but often it feels a little bit uncomfortable. I think the point is to make the recruitment process feel as comfortable as possible. Consider building a relationship with a local and active pastor, preacher, rabbi, or church leader. That person is usually a very trusted entity. Church camps have great success because they are trusted, and potential camper families feel comfortable with the people from the church. If you operate your program from a school, invite a handful of parents to 40 CAMPING magazine • November/December 2013 come to the school via the invitation of a mutual friend. Serve them the food of their culture — make sure that you are aware of that — and bring them together to have a discussion with your bridge builder. Passing out flyers and those kinds of things is not the best. It can certainly reinforce other recruiting efforts, but from my experience, it’s hard to get a Latino family to respond. The Latino community — and this is really important to note — often makes decisions based on relationships. You’ve got to build those relationships of trust, especially when it means their children are going to be away from them. Thinking back on the past and toward the future, do you see a change in the way camp is accepted by the Latino community? Two things come to mind: First, although we still have a lot of immigrants or firstgeneration Latinos, there are next generations here now who have acculturated a little bit and are therefore much more open to camp experiences. I am an example of that. I knew that camps and clubs were a great opportunity for my children, so I sought those out, and I made sure I was a part of the process. Second, the mere fact that ACA invited me to take on this subject speaks volumes to how proactive they are. In discussing my keynote address, ACA leaders said they wanted me to be honest and really explain what the camp community is doing well and what can be improved. To me, that shows great, positive movement over the last ten or fifteen years. Twenty-five or thirty years ago, the camp representative who came to my door clearly had no background of how to visit with my mother. And now, we have members of the camp community saying, “Tell us how we can best engage the Latino community.” That says to me there’s great progress and opportunities. I’m extremely excited and hopeful that it will continue to grow. Photos on pages 36 and 37 courtesy of Camp Aranzazu, Rockport, Texas; Tom Sawyer Camps, Altadena, California; and Camp John Marc, Meridian, Texas Learn more about Lorena Gonzalez, PhD, at www.urbanstrategies.us /about /staf f / lorena-gonzalez. Reaching Campers from Latino Communities continued from page 39
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