When budget season arrives, marketing often gets pushed aside as a “nice to have” instead of an essential investment. But here’s the truth: without a clear camp marketing budget, your camp is relying on hope, and hope is not a strategy.
Marketing is the fuel that keeps your camp visible, relevant, and connected to the families, donors, and communities you serve. It’s how you fill your summer sessions, grow your donor base, and share the story of the life-changing experiences your camp provides.
So, how much should you actually allocate for marketing in the year ahead? Let’s break it down.
How Much of Your Camp Marketing Budget Should You Spend?
One of the most common questions camp directors ask is: “How much should our camp marketing budget be?”
The quick answer:
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10% of your annual operating budget if you want to maintain your current enrollment and visibility.
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15% of your annual operating budget if you want to grow.
Why 10% Works for Maintenance
Ten percent is typically enough to cover website hosting, upkeep, social media content, basic advertising, and printed materials for your returning families and donors.
Why 15% Fuels Growth
Fifteen percent provides room to expand your reach, test new marketing channels, create higher-quality content, and run targeted campaigns that attract new campers and supporters.
Think of your camp marketing budget like fuel: the more you invest, the farther and faster you can go, but it’s equally important to put that fuel in the right places.
Common Budgeting Mistakes Camps Make
Many camps underinvest in marketing, spreading tasks across multiple staff members without a clear plan. This leads to inconsistent messaging, fewer touchpoints, and missed opportunities. If your marketing feels scattered, it’s likely a result of not having a protected, intentional camp marketing budget.
How to Allocate Your Camp Marketing Budget: Strategy vs. Execution
A successful marketing budget isn’t just about how much you spend; it’s about how you divide it between strategy and execution.
Strategy (10–20% of Your Budget)
This is the planning phase. It includes:
- Setting goals and KPIs
- Identifying target audiences
- Mapping out the annual campaign calendar
- Creating a brand messaging guide
Without a clear strategy, you risk wasting your execution dollars on trial-and-error marketing.
Execution (80–90% of Your Budget)
This is the doing phase, where your plan comes to life. It includes:
- Social media management
- Email campaigns
- Paid ads
- Photography, video, and graphic design
- Website updates
- Printing and distribution of materials
If you’re planning a major growth year, you might temporarily invest more into strategy at the start to ensure your execution is focused and impactful.
Example Camp Marketing Budgets
Example 1: $500,000 Annual Operating Budget — Maintenance Goal
- Total Marketing Budget: 10% = $50,000
- Strategy (15%): Annual marketing plan, enrollment timeline, audience targeting updates.
- Execution (85%): Website upkeep, social content creation, print materials, paid ads, photo/video storytelling, email campaigns.
Example 2: $500,000 Annual Operating Budget — Growth Goal
- Total Marketing Budget: 15% = $75,000
- Strategy (20%): Marketing and fundraising strategy, brand refresh, audience research, campaign planning.
- Execution (80%): Website redesign with SEO, targeted ad campaigns, print collateral, professional media production, landing pages, email series, blog, and newsletter content.
Tips for Maximizing Your Camp Marketing Budget
- Front-load spending early in the year to build momentum before summer.
- Measure results to understand which tactics deliver the highest ROI.
- Protect your marketing funds as a fixed line item in your budget — don’t pull from them mid-year.
- Leverage partnerships with local businesses, churches, and community organizations to stretch your reach without stretching your budget.
The Bottom Line
If you want to fill cabins, recruit quality staff, and maintain a loyal donor base, a well-planned camp marketing budget is non-negotiable. Whether you’re aiming for steady enrollment or significant growth, deciding on your percentage and intentionally splitting it between strategy and execution will make your marketing more effective and your results more predictable.
Need help creating a camp marketing budget that works for your goals? We help camps like yours plan and execute customized strategies that boost registrations, strengthen donor relationships, and grow year after year.
Let’s talk about building a marketing plan for your camp. Schedule a free consultation today.