1. 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

2. Why Extension Matters Today More than EVER!

3. 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.

4. 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?

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

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

7. 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

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

9. 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

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

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

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

13. How We Can Impact Change

14. How We Can Partner

15. Innovative Funding Strategies to Address Community Issues
ERIC (Handout)

16. 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

17. 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

18. 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)

19. 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

20. 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, s
Share successes of other program areas
Attend commissioner meetings at least once/month
Monthly s to all advisory committee members

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

22. 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

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

24. 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

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

26. 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.

27. 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

28. 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

29. Thank you!