Developing and Delivering a Message for Our Unique Programming Making the Case for Extension Programs Developing and Delivering a Message for Our Unique Programming Eric Barrett, ANR/CED, Mahoning County Jacqueline Wilkins, NE Ohio Regional Director http://go.osu.edu/makingthecase

Why Extension Matters Today More than EVER!

Today’s Climate Ohio’s new mission: We create opportunities for people to explore how science-based knowledge can improve social, economic and environmental conditions. “Today’s understanding of extension goes beyond technology transfer to facilitation, beyond training to learning, and includes helping farmers form groups, deal with marketing issues, and partner with a broad range of service providers and other agencies.” - The Important Role of Extension Systems, Kristin E. Davis One of the most challenging tasks for Extension continues to be finding an effective message that helps individuals, communities, and funders understand what we do, why we should matter to them, and why we are an excellent return on investment that can translate into reduced costs over time and increased collective impact toward public good. Sometimes, we are the experts. Most of the time, we are the coalition builders.

Why Extension Matters What makes Extension invaluable and unique? University and National network connections to research-based (unbiased) information Local presence with local sensibilities Educators, Problem Solvers, Capacity Builders What else?

What Differentiates Extension? Present and Accessible Partners Grassroots Local Resource Rich Unbiased/Trusted Solution-focused and Prevention-oriented Collective Impact

Extension can Unite, Mobilize, and Catalyze Community Collective Effort around a Variety of Consumer Issues

What We Can Help Address Thriving Across the Lifespan Health and Wellness Job Skills/Careers Engaged Ohioans/Vibrant Communities Sustainable Food Systems Environmental Qualities Handout: Key Issues Extension Can Help Address

Strategies for Engaging Potential Partners and Funders “Extension can provide a solid return on investment”

Pain Points and Investment Opps Help them see that you are the solution to the problems and issues they are facing and need to address You are cost-effective You are everywhere You are highly connected to resources You are non-competitive and highly-collaborative You are able to demonstrate ROI

“We bring local experience and research based solutions together” -Cornell Cooperative Extension

Models for Community Convening and Providing Backbone Support to Enhance Collective Effort

Knowledge with a Public Purpose Embracing a more facilitative or catalytic development model better leveraging local resources and networks in support of local solutions

How We Can Impact Change

How We Can Partner

Innovative Funding Strategies to Address Community Issues ERIC (Handout)

Show up at the table/Get in the Game When new educators arrive, get them connected When new issues arrive, join the discussion Examples: Urban agriculture movement - Resulted in letters of understanding, funding Food Policy Councils – Resulted in them doing a local foods guide and partner on events Family & Children First Councils – Face with a name/program Youth Roundtables Expand Advisory Committee Members

Facilitate Relationships Find out who does what Invite groups and agencies to discuss and to work on a common issue Connect others to funding opportunities Examples: Farm Bill Trainings Smarter Lunchroom Programs Urban Farm/Community Garden Tour Series Barriers to Entry for Direct Marketers

Add to Current Partnerships Can partnerships expand in new directions? Can they work with us with other issues? What are skills and ideas of current volunteers? Examples: Carteens – Can 15 year olds attend before they get a license? How about partnership with insurance? Fee based workshops not offered by others (Pruning clinics, Gardening series, Natural Resources Programming)

Ask the Commissioners Who can they connect us with? Can we do a better job than outside contractors? Can we fill a need that will save county $? Examples: Meeting with the judges – Family Court DJFS – Covering registration fees for their clientele DJFS – Job training and preparedness

Communicate Your Story Once they know you, partnerships arise Keep all office staff informed of partnerships More than County Highlights should be shared Announce/Report often Celebrate partnerships, praise others Examples: Add partners to newsletters, emails Share successes of other program areas Attend commissioner meetings at least once/month Monthly emails to all advisory committee members

Elevator Speeches that Would Aid the Potential Stakeholder in Understanding Extension Handout

So What is Extension, Anyway? Your message must: Gain attention and interest Tell our story while demonstrating our uniqueness and necessity Be memorable The point to make is – DON’T BE BORING – Be interesting, engage your audience’s interests

Message We Share 100 years of success Catalyzing community change Empowering the individual Improving the well-being of families and communities

How We Share Web Sites Presentations Social Media Presentations to service groups Participation at health/family fairs Networking events Join coalitions Address and participate with emerging issue discussions Individual discussion Target individuals and groups All team efforts-staff and volunteers

How to Respond to the Question: “So What is Extension, Anyway?” Know Your Goal Share Impacts that Resonate Be Prepared: Effective Content

Know Your Goal Do you want to: Build a positive, sustainable relationship? Create awareness of and/or positively influencing perceptions of Extension? Gain or sustain financial support? The point to make: Choose the information we share to serve the goal we have for our conversation. We need to be clear about the outcome we want to achieve during our conversations with public officials. Don’t try to persuade when your goal is create awareness and build relationships. Having a strategy to achieve our goals during conversations with elected officials makes us effective. Our elected officials have goals they are trying to accomplish during our conversations, too.

Share Impacts that Resonate Economic Social (Google image) The point to make: Even seemingly causal conversations with Public Officials are not like typical casual (interpersonal) conversations. At all times we are representing OSU Extension and we must ensure we do so to the best of our ability. That means we need to be conscious of the impacts even a casual conversation can have, so we must be prepared to share information strategically. We often tell elected officials what we do – we often fail to tell elected officials what impacts our programs have. We also miss opportunities to tell our elected officials about impacts that are important to them – about programs that align with their interests. Advice: Go the official’s web page and learn about his or her platform, goals, and interests. Then be sure to share aspects of your programming that they will be excited to hear about! Environmental Personal Financial

Be prepared! Know what matters to which audience Know your relevant stats, data, anecdotes Know how to describe your ability to assist in the solution Know what your “ask” is

Thank you! http://go.osu.edu/makingthecase