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So you want to write a good Success Story

So you want to write a good Success Story. July 8, 2011 ANR@noon Sorrel Brown Willy Klein Program Evaluation Communications Spec ANR Extension. How is your program Making a Difference?. The story to tell. Not what you do. What happens because of what you do.

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So you want to write a good Success Story

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  1. So you want to write a goodSuccess Story July 8, 2011ANR@noonSorrel Brown Willy Klein Program Evaluation Communications Spec ANR Extension

  2. How is your program Making a Difference? The story to tell. Not what you do. What happens because of what you do.

  3. This webinar will increase your ability to … Determine if a story is worth telling Recognize necessary elements Use verbs that describe outcomes Estimate public value

  4. The 3 Rs Relevance Response Results

  5. The 3 Rs … Plus Public Value How the public benefits How changed conditions make a larger difference

  6. Situation: Hog and dairy prices plummeted substantially in 2008 and 2009. The price rise of grain increased costs of production, especially for fertilizer and land. A good story shows why it’s worth telling

  7. From Situation to Results Because Extension conducted workshops on the Farm Financial Planning Program, farmers acquired the knowledge and skills to evaluate the impact of alternative farm plans on their farm business. Okay, but…

  8. Better, but… Farmers are better able to evaluate the impact of alternative farm plans on their farm business using knowledge and skills gained through using the Extension Farm Financial Planning Program. Survey results show that …

  9. Much stronger … Farmers who attended the X workshop are making better decisions regarding the risk of alternative farm plans by evaluating their impact on the farm business through the knowledge and skills gained from the Extension Farm Financial Planning Program. Survey results show that …

  10. Title that catches attention Changes that occurred Relevance Results Public value (if possible) Parts of a Success Story

  11. Make the Title work for you Farm Financial Planning Program Better Economic Decisions with the Farm Financial Planning Program Increased Dairy Efficiency with the Farm Financial Planning Program

  12. Show a Meaningful Change Measurable objectives Target audience Evaluation results

  13. Signify change or comparison Measurable Increase … Strengthen … Adopt … Expand … Reduce … Decrease … Improve Active Verbs

  14. Ok for Outputs Conduct … Carry out … Establish … Present … Provide … Educate … Inform … Produce … Develop … Create … Design … Train Not for Outcomes Descriptive Verbs

  15. Outcome Example Developed a field reference that provides descriptions and images of the more common weeds in Iowa. What you did, not what changed or who benefited and how.

  16. Outcome - Better Improved corn and sb producers’ ability to recognize common weeds in Iowa using a field reference that provides descriptions & images and can be easily carried into the field.

  17. Outcome – Even Better Increased corn and sb producers’ profitability through better decisions for weed management. Participants in X program are now able to recognize common weeds in Iowa using a field reference that provides descriptions & images and can be easily carried into the field.

  18. Broader Implications By making better decisions about investing in production inputs regarding common weeds using the Extension field guide, corn and sb producers in Iowa are more likely to limit their chemical applications in the environment.

  19. So what? = Relevance Factor Priorities Needs Investment Environment • Problem-focused • Stakeholders

  20. Outcomes – Good, but… Survey results revealed that as a consequence of the education participants received at X Extension meetings, they took the following actions to increase their profitability:

  21. One family now checks the market daily for pricing opportunities. So what? One producer had a basis contract on 45,000 bu of corn for the 1st time. So what? One producer noted a gap in both corn & sb and purchased a put option contract to take advantage of the opportunity for the 1st time. So what?

  22. MG across Iowa embraced the online hours reporting system. So what? Better, but not quite there… X MGs surveyed in 2010 say they will use the new online reporting system to record hours so that … (what’s the real benefit?)

  23. Much Better Summaries provided by the new MG online reporting system show [list benefits important to the public].

  24. ANR team reports Federal reports Regional stakeholder reports Various Extension communications To create a collective impact story Using your Success Story

  25. Outcomes

  26. Cumulative across various activities within a program that lead to changes for a broader audience Outcome Indicators for Condition Changes

  27. Actions taken to seek stakeholder input that encourages their participation Method used to identify groups and individuals Method used for collecting stakeholder input A statement of how collected input will be considered NIFA Comments on ISUE 2010 Annual Report

  28. Significant effort went into documenting all the important activities that are supported by the funding. Represents the high quality of information generated, organized and communicated to a wide variety of interested people. NIFA Comments on ISUE 2010 Annual Report

  29. Public Value – Changed Conditions Can Extension claim credit?

  30. Public Value • Narrows an information gap • One person’s participation benefits many • Generates engagement in public issues • The thread that links your program to a bigger picture

  31. Broader outcomes because of Extension education Influence … Contribute ... Are a factor in ... Add to … Play a part in … Promote …

  32. Animal welfare has improved to the point where sows now remain in the breeding herd longer. So what that sows remain in the breeding herd longer? Don’t assume the public knows anything about your discipline. Describe benefits from the public’s perspective. Outcomes – Public Value?

  33. Survey results (n=250) showed Internet links were used by 98% of participants, 74% shared what they learned, information was used to make decisions by almost all, increased profits/acre from this information was noted by most respondents, and Iowa acres impacted were in the tens of thousands. What’s the Public Value in this story? Outcome

  34. Extension’s program on X contributed to disseminating information about Y that impacted tens of thousands of Iowa acres. Information provided by Extension was used to make decisions by almost all participants and increased their profits/acre, thereby stimulating the local economy. Better farming decisions helps producers stay economically viable, resulting in a more vital rural community. Public Value Statement – Example

  35. Iowa farmers increased production efficiencies to lessen negative environmental impact. Track specific production efficiencies in target audience over time to show a condition change. Results that affect Conditions – Example

  36. Increased incomes for producers have a ripple effect on their local community. Using Integrated Pest Management recommendations by Extension reduces the impact of chemical products on the local environment. Results that affect Conditions – Example

  37. Title that catches attention Changes that occurred Relevance Results Public value (if possible) Parts of a Success Story

  38. Determine if a story is worth telling? Recognize verbs that describe outcomes? Better understand how to gauge public value? Show relevance to a public issue? How confident are you to …

  39. Sorrel BrownProgram Evaluation ANR Extension515 294-8802sorrel@iastate.edu Willy KleinCommunication Specialist515 294-0662wklein@iastate.edu

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