2014 Extension Statewide Online Survey of Clientele Lena Etuk, Social Demographer, OSU Extension Service

Online Survey Methodology Online survey questions exactly same as phone survey Survey link sent to adult Extension contacts from county and state offices Only one invitation sent out body was canned, salutation could be personalized Survey open from January 2-17, ,255 respondents IRB approved study

Who responded? Predominantly White (85%) College-educated (81%) Age 35+ (92%) Women (65%) Extension users (98%) Used Ext. in last year (79%) Living in the Willamette Valley/North Coast (43%) Have lived in Oregon 20+ years (71%)

Diversity among respondents Region Race/Ethnicity Tenure in Oregon Education

Online Survey Respondents were… Not your typical Oregonians & therefore not like the phone respondents…

From where do Extension clientele access information to solve their everyday problems? When do they recommend the OSU Extension Service? What other organizations do they recommend, that could be potential collaborators or competitors?

Which organization would you tell a friend to contact for information about… Demographic variation: -Age -Region -Gender Demographic variation: -Age -Region -Gender

Which organization would you tell a friend to contact for information about… Demographic variation: -Age -Gender Demographic variation: -Age -Gender

Which organization would you tell a friend to contact for information about… Demographic variation: -Region -Gender -Tenure in OR Demographic variation: -Region -Gender -Tenure in OR

Which organization would you tell a friend to contact for information about… Demographic variation: -Region -Tenure in OR Demographic variation: -Region -Tenure in OR

Which organization would you tell a friend to contact for information about… Demographic variation: -Region Demographic variation: -Region

Which organization would you tell a friend to contact for information about… No Demographic variation

Which organization would you tell a friend to contact for information about… Demographic variation: -Region -Gender -Tenure in OR Demographic variation: -Region -Gender -Tenure in OR

Which organization would you tell a friend to contact for information about… Demographic variation: -Region -Gender -Age Demographic variation: -Region -Gender -Age

Which organization would you tell a friend to contact for information about… Demographic variation: -Education Demographic variation: -Education

Which organization would you tell a friend to contact for information about… Demographic variation: -Region -Education Demographic variation: -Region -Education

Which organization would you tell a friend to contact for information about… Demographic variation: -Gender Demographic variation: -Gender

Extension Clientele recommend OSU Extension Overwhelmingly, for: Food safety Activities for kids Farming, ranching, or livestock Invasive species Commonly, for: Family health & wellbeing Woodlot management Rarely, for: Continuing education Going to college Stream enhancement to improve salmon habitat Succession planning What to do after an earthquake or tsunami

How do Extension Clientele use different tools & tech to access information?

Statewide Program Priorities (Split Sample A) Top Box (8+9+10) 57% 53% 38% 25%

Statewide Program Priorities (Split Sample B) Top Box (8+9+10) 63% 61% 44%

Other things that affect Extension Clientele which could be addressed with educational programs? (n=1,255) Response Category % of respondents (694) Sustainable natural resources/Ag science/farming10% Programs for the youth8% Life skills6% Financial education/Personal finance6% Healthy eating/food preservation5% Other5% Job training/job search skills4% Aging/older adults3% Food system3%

Extension Clientele Support Natural Resource & Youth Programming Strongest support for: Youth development Environmentally responsible natural resource management Abundant and safe supply of food Keeping water plentiful and in high supply

Extension Clientele are highly aware of Extension

What comes to mind when Extension Clientele think of OSU Extension? 1.Agriculture/farming (30%) 2.Gardening (25%) 3.4-H/Youth (22%) 4.Canning/food safety (15%) 5.General, research-based info for the public (13%) “Community based organization that offers expertise to all types of people who work with the land from back yard gardeners to farmers and ranchers - both large and small.” “Master gardeners, master food preservers, land stewardship...useful information, knowledgeable people” “Farms, Ranches, animal husbandry, pesticide information, 4-H, youth leadership opportunities, county fairs, rural policy issues”

In sum, Extension Clientele Respondents Recommend OSUES overwhelmingly, for information about: Food safety Activities for kids Farming, ranching, or livestock Invasive species View other organizations highly, that do Extension work Use a mix of high- and low-tech information tools Support current Extension programming Are not unified with a clear call, for new programming Know the OSU Extension Service

Also, Extension Clientele Respondents Fairly similar to Oregonians overall, regarding: Orgs they would recommend for information about continuing ed, going to college, identifying invasive species, and what to do after natural disaster Rank order of support for Extension programs Differ from Oregonians overall with respect to: Demographics! Awareness, use of, and value for Extension Use of technology and other tools for getting information Strength of support for Extension programs New programming ideas

Lena Etuk Questions, Comments, Insights?