I'd say to keep it as fun as possible at his age. My son has been shooting since he was 6 (just turned 12) and I always have to remind and train myself (more so then him) that I have to keep it as his pace not mine, and let him have fun.

For instance, I took him out turkey hunting this year for the first time. He was able to keep his focus on that for about 2 hours. After that it was "can we look for some chip monks?", so guess what we did for the rest of the morning?

Since you don't shoot, can you take him to a trad club? I know ours offers a small summer camp for children. Maybe call around and see. Also, maybe have some good videos around the house so he can see how others shoot.

One he may enjoy is Hittem Like Howard, John Shulz's youngest son shoots 1/2 dollar, quarter, nickel, and a dime thrown in the air with his longbow. I recently bought Bob Brunner's instructional video which I like. I think it is a very realistic video and Bob shows all of his shots, not just the good one's. Both of Byron Ferguson's videos are good as well as Masters of the Barebow DVD(my son likes watch Ron LaClair - he looks just like Santa Clause). If there are any trick shooters in the area, make sure you take him to watch. Sometimes they will be at some major shoots or conventions.

The other thing, I'd mention is to find a variety of targets, use ballons, and fun stuff to shoot. Double Creek here on the forum downloaded a bunch of targets including Osama (one of my sons favorites). YOu can also buy some styrofoam craft stuff that can be painted, thown on the lawn and shot at also.