GUIDELINES FOR EDUCATING DECISION MAKERS ON EXTENSION PROGRAMS Developed by NACAA Life Member Committee Chaired by Richard Curran

GUIDELINES FOR EDUCATING DECISION MAKERS ON EXTENSION PROGRAMS

Developed by
NACAA Life Member Committee
Chaired by Richard Curran
portions from
Robin Orr – EFNEP
JCEP 2004 PILD presentation

INTRODUCTION

This document gathers material from several sources including The Extension Marketing Toolbox which was originally prepared by Dr. Robin Orr at the University of Illinois for EFNEP. That document (and others) were then greatly modified by the Life Member Committee of the National Association of County Agricultural Agents to include all aspects of Cooperative Extension nationally and to incorporate many other items that they felt could also be of assistance. The purpose of this publication is to assist agents to better communicate with elected officials and stakeholders. It is important that Extension staff, especially those who are new, offer effective interpretation of their programs to their decision makers.

Why is it so important to communicate with these officials and stakeholders at this time? Cooperative Extension currently is having serious budgetary problems. As agents retire, many vacancies are not being filled. In some states, the traditional county programming has been changed to regional programming, causing additional workloads for agents. With decreasing budgets there is more competition from other government agencies for funding. Therefore, it is of utmost importance that Extension staff make contacts with their legislators. These contact need to take place at the county, state and federal levels, to inform them of the excellent programs agents are conducting.

There are numerous methods to use in order to communicate with decision makers. A letter, newsletter, fax or e-mail describing successes of Extension clientele can be sent. Often an informal visit to meet with an elected official and/or that person’s staff can be helpful. The agent may wish to include other Extension staff and advisory committee
members to support the programs to be discussed. An invitation to decision makers to attend a large Extension event is an excellent method to show these persons successful programs.

Depending on timing, one of these methods may be more feasible than another at a given time. It is important that Extension staff communicate frequently with decision makers. Experts suggest that it takes seven contacts to get and maintain interest. It may be helpful to consider developing an interpretation plan over a period of several years. The first
year, contacts could be made with decision makers and then plan larger events during the following years.

STRONG PROGRAMS GENERATE SUPPORT

A strong, well planned and effectively delivered program is hard to beat for generating support for the work- and worth - of a County Agent, a Regional Specialist, or Statewide Specialist.

To be successful such a program must be designed to meet the specific needs of the clientele as identified, at least partially, from their input.

Most often campus research is key to this success. The research may be from any number of states, or regions, but research is key. Even though in many states it is difficult to manage - the ideal strategy is a team approach. The players would include the research station scientist, an Extension specialist and a County Agent cooperating with a group of growers to address a particular demand within an sector. (This can be Youth programming, Natural Resources, Food Safety, Agriculture or other sectors of the economy).

Several years ago one of the speakers at our annual meeting stated that the greatest educational accomplishment in our country’s history was (and still is) the Extension Program. He added that we specifically identify our audience and solicit their input so that we can assess their most pressing challenges. We then design, develop and deliver a program that meets these requirements - which as we all know - are constantly changing.

Yet in today’s world the extension of knowledge derived from these efforts is particularly vital not only to our clientele, but also to the policy makers in local, state and federal government as well as the regulatory agencies that so greatly influence our economic and social well being.

An added bonus is that the strength built through this kind of program development and delivery, encourages others outside the Extension system to tell their success stories to “decision makers” - a vehicle much ore potent than trying to tell our story by ourselves.

Guidelines for Educating “Decision Makers” on Extension Program

I Who are the “decision Makers” that impact your program?

A) It is important to identify the people who decide your extension program budget and/or direction.

1) On the local level

Advisory committee or board
County Commissioner or local judge
Budget analyst with County Finance Dept.
County Commissioner staff assistant
School Board members
District or County school superintendent

2) The Land Grant University

Dean of the College
Dean or Director of Cooperative Extension Service
Area or District Extension Administrator
Program Leader
University Vice-President for Services
President/Provost of University

3) State Government

State Board of Regents
House Agriculture Committee
Senate Agriculture Committee
House Appropriations Committee
Senate Appropriations Committee
Other Legislative Committees as appropriate
State Governor and Staff
State Senators, Representatives and Support Staff

4) At the National Level

Your District Congressman
Your state’s two U.S. Senators
Congressional Staffers
Secretary of Agriculture
Federal Administrator of CES

II How do you inform / educate these “Decision Makers”

You and the County Extension staff should develop a plan of how to inform “Decision Makers” about your County Extension program. If you do a yearly Plan of Work, educating “Decision Makers” should be part of your POW.
“Decision Makers” are busy people and do not have time to come to all Extension meetings or programs. However, elected “Decision Makers” do like to be “on stage” at large gatherings. Include elected “Decision Makers” as part of the official program (if appropriate) such as presenting awards, keynote speaker, update of legislation, and similar tasks. If you publish a monthly extension newsletter, make sure your “Decision Makers” are on the mailing list.
On an annual basis, make a planned one-on-one meeting with your primary (provides local funds) “Decision Maker”. Be sure you have a planned agenda to share important information concerning your extension program. It is important to share successes and needs of your program.
If you or other agents on staff receive awards or honors, send news releases to your “Decision Makers”.
Don’t assume “Decision Makers” know about Cooperative Extension Services’ organization. Continue to tell the three-way partnership story. Emphasize the importance of each partner and that all three must be on board to have a successful extension program.
The process must continue year after year as new “Decision Makers” are elected or appointed.

III Who is the Administrative Assistant or Secretary to the “Decision Maker”? How
do you contact them?

Every busy person must have a good AA, Secretary or right hand person. It is
important to find out who the key person is in making direct contact to the
“Decision Maker”. Most times the “Decision Maker” will tell you who to
contact on his/her staff.
Make an effort to be on a first name basis with the staff member. From time to
time, include that person in a luncheon or other impact function.
If you can assist the “Decision Makers” staff member with a task that will
be helpful to them, try to do it!
Most staff members are key players in the success of the “Decision Maker”, but
they work out of the spotlight. If possible, try to give them credit for the
behind the scene work they do!

IV Who advises the “Decision Makers” on factors that impact extension program?

Every elected or appointed “Decision Maker” has an advisory group (official or unofficial) whom they look to for information on community issues. This group will be as diverse as a “coffee club gang” to an official lobbyist.
Identify your extension supporters who also serve as an advisory to the “Decision Makers”. Use this person(s) to help tell your story.
Your relationship, if good, with the “Decision Makers” staff will be a source of identifying advisors.
Identify key players in your support groups (Farm Bureau, Food Safety Associations, Youth Leaders Associations, Natural Resources Associations, Cattlemen’s Association, Commodity Associations, Fair Boards, and smaller
groups). These people will also have influence with the “Decision Makers” because of the group they represent.
Don’t overlook the influence of traditional and other clubs (Garden Clubs, Subdivision or Community Associations, League of Women’s Voters, DAR, Junior League, Chamber of Commerce, YMCA, YWCA, United Way, etc.). If you or someone on your staff work with any of these groups, they can help tell your story.
If “Decision Makers” meet with a coffee club, find out who else is a part of the group. You might find a way to become a part of the group. Caution: If the “Decision Maker” becomes a close friend and loses an election, you
may be gone too!

V There are many retired individuals (Ag producers, Extension Agents, Industry professionals, Youth educators, Teachers, Farm Bureau Managers, other agency personnel, and nearly everyone you have taught) who can speak well for you and your Extension programs, if you keep them informed.

Make it a point to find out who lives in your county/area who have been good supporters and know about Extension program.
Determine if they may already be a “stakeholder (s)” in the community.
Get them involved on councils/communities/as program presenters/helpers at the fair.
Visit them regularly, not just when you need help. Be enthusiastic about your programs, but keep it concise.
Keep them informed about Extension programs (newsletters, meeting announcements).
Follow up with thank you/recognition.

VI There are industry leaders who can and will tell your story rather than you.

Work with various industry/business leaders on good/relevant programs for your/their clientele. With a successful program(s), you have a supporter of Extension.
Visit them regularly, not just when you need help. Be enthusiastic about your programs, but keep it concise.
Keep them informed of Extension programs (newsletters, meeting announcements.
Ask them how Extension could help their clientele.
Thank/recognize them.

VII Selecting an Advisory Committee

Consider persons from all program areas.
The number of committee members should be a workable size.
Permit the various organizations to select their own representative.
Permit the advisory committee to select their own leadership.
As an agent, develop a good working relationship with the chair.
Make sure the officers have input for the agenda.
Meet as a committee on a regular basis.

VIII Once the Advisory Committees are selected one must use them effectively.

It is important that the individuals are kept up to date on current Extension programs and the needs of the programs.
You need to create opportunities for Key Leaders (Advisory Committee) to meet/work with and recognize decision makers prior to budget time.
Make sure you transfer some of the ownership to the Advisory Committee. They should be on the ground floor of planning and developing goals and objectives of the program if possible.

IX What is your University’s Policy on Educating Decision Makers?

Each state in our nation has its own Extension organization. They each have their own procedures for educating the decision makers. These state university procedures should be the backbones of your staff’s county education plan especially as you prepare to work with statewide decision makers.
Decision makers that impact or could impact your county’s program must have a thorough knowledge and understanding of “What Extension is” and “Extension’s goals and objectives”.
Your county / regional plan should reflect what your state university, your County Advisory Committee and your state association would like to accomplish in your county and state.

Prepared by the Joint Council of Extension Professionals