positioning 4-h and extension for investment...your ability to secure a good-paying job your future...

Positioning 4-H and Extension for Investment

Moderated by

Mark Latimore, Jr., ECOP Chair, Fort Valley State University

January 10, 2020 Next Generation Extension - Learning for Leaders

Guests of Dr. Latimore

• Martha Bernadett, M.D., MBA, President and CEO of The Molina Foundation, National 4-H Council Board of Trustees

• Andy Ferrin, SVP, Chief Strategy Officer, National 4-H Council

Presentation followed by a conversation on how Cooperative Extension can position its high-quality 4-H programs for growth—and for increased investment from public and private sources.

Overview

4-H is the youth development organization of our nation’s Cooperative Extension System and USDA.

4-H Overview

3

4-H is the youth development organization of our nation’s Cooperative Extension System and USDA.4

Farm12%

710K

Rural35% | 2.1K

Suburban23% | 1.4M

Urban30%

1.8M

Our Demographics

GENDER DIVERSITY GEOGRAPHIES AGE

Girls52% | 3.1M

Boys48% | 2.9M

Minority 35% | 2.1M 5-7

27%

1.6M

8-1041% | 2.5M

11-1319%

1.12M

14-1811%

650,411

Other3%

160,615 3,000+COUNTIES

3,500+EDUCATORS

600,000+VOLUNTEERS

110PUBLIC UNIVERSITIES

Our Delivery

Citizenship2.5M PROJECTS/YEAR

Healthy Living2.5M PROJECTS/YEAR

STEM2.8M PROJECTS/YEAR

Agriculture3M PROJECTS/YEAR


4-H B&GC Junior Achievement Boy Scouts Girl Scouts Girls Inc. National FFA Big Brothers Big Sisters

6M

4.8M

4.2M

2.8M 2.7M

0.9M0.5M

0.25M

5

Our Reach

Our Impact

4Xmore likely to make

contributions to their

communities

2Xmore likely to be

civically active

2Xmore likely to participate

in out-of-school science

programs; and

2Xmore likely to make

healthier choices

Our Alumni

6 MillionYOUNG PEOPLE ACROSS THE US

Across All Areas of

Science & Technology,

Business, Government,

Education, Media and

Entertainment

AMERICA’S LARGEST YOUTH ORGANIZATION


Council Strategy: Making a Case for Youth Investment:

6

4-H Growth | Economic Opportunity

Convene the 4-H Movement

Elevate 4-H’s Role in Expanding Economic Mobility in America

Tell the 4-H Story

Engage a Community of

Alumni and Supporters to

Grow 4-H

Create Public-Private Partnerships

Broaden Corporate and Foundation Support for 4-H

Outcomes


4-H Alumni Outcomes

7


2019 Alumni Survey

Objective: Elevate 4-H’s role in expanding economic opportunity

• What is the value of 4-H participation?

• What are the positive effects of the 4-H experience on members lives, and their interest in future engagement?

• In what ways are 4-H Alumni ideal citizens and leaders?

8

Takeaway #1

A 4-H Experience Correlates with Success in Life

All data suggest that Alumni benefit from the 4-H Model well into adulthood and over the course of their lives—socially and economically.

10

4-H’ers Are More Likely to be Personally Satisfied in Life

70% of Non Alums

are satisfied with their lives (31% are very satisfied)

84% of 4-H Alums

are satisfied with their lives (51% are very satisfied)

Satisfaction increases w/ 4-H involvement:• 10+ years: 61% very satisfied• 5-10 years: 54% very satisfied• 1-4 years: 37% very satisfied

11

84%

83%

79%

77%

70%

70%

66%

53%

Your personal network of family andfriends

Your family situation

Your mental and emotional health

Connections with others in thecommunity

(% satisfied)

4-H Alums Non Alums

Your personal network of

family and friends

Your family situation

Your mental and

emotional health

Connections with others

in the community

4-H’ers Are More Satisfied Socially & Emotionally

12

65%

62%

61%

61%

55%

51%

46%

48%

47%

42%

Your financial health

Your job or work

Your ability to save money for security orretirement

Your ability to secure a good-paying job

Your future career or job prospects

4-H Alums Non Alums

Your financial health

Your job or work

Your ability to save money

for security or retirement

Your ability to secure a

good-paying job

Your future career or

job prospects (% satisfied)

4-H’ers Are More Fulfilled by Their Jobs and Financially Secure

13

57%

51%

48%

44%

23%

37%

33%

39%

31%

27%

I make a difference with my work

I love my work

I have a good balance between workand home life

I am working in the field that Istudied/trained for

I only work because I have to work

4-H Alums Non Alums

% Describes Perfectly or Very well

78% of Alumni say 4-H impacted

succeeding in work and career

53% of Alumni say 4-H impacted

choosing their career

4-H’ers Make a Difference and Love Their Work

Takeaway #2

Alumni are community advocates.

4-H Alumni are far more likely to donate, volunteer regularly, be involved with faith or politics, and support funding for public universities.

15

58%

51%

45%

42%

27%

38%

27%

20%

22%

19%

I am comfortable in a leadershiprole

I donate to and supportnonprofits/charities financially

I volunteer in the communityregularly

I am actively involved with mychurch/synagogue/place of

worship

I am politically active

4-H Alums Non Alums

68% of 4-H Alumni believe “My life will make a difference in

the world”

50% of Non Alums believe “My life will make a difference in

the world”

✓Being a good citizen 91%✓Creating confidence 91%✓ Leadership skills 86%✓Civic engagement 79%

(% describes you)

I am comfortable in a

leadership role

I donate to and support

nonprofits/charities

financially

I volunteer in the community

regularly

I am actively involved with

my church/synagogue/place

of worship

I am politically active

Alumni Say their 4-H Experience Impacted Life in the Following Ways

4-H Alumni are More Involved

Alumni Are More Likely to Believe in the Importance of Public State Colleges/Universities

16

53% of 4-H Alumni

have a college or graduate degree

43% of Non Alums

have a college or graduate degree

57% say more educated than parents

42% say more educated than parents

Alums

Non

Alums

Believe public state

colleges/universities

important to their state

and economic prosperity

82% 68%

Should increase funding

levels for public state

colleges/ universities in

your state

58% 51%

…And are Strong Supporters of Higher Education

Takeaway #3

Allegiance to 4-H remains strong throughout life.

The brand’s net promoter score is high. Even those that are somewhat disconnected still rate 4-H positively—indicating latent potential for engagement.

18

Net Promoter Score(based on likelihood to recommend)

+60Promoters 70%

Passives 20%

Detractors 10%

-100 100

NPS linked to Participation and Connection

Strongest Brand

Promoters:Female Alums

Alums Age 55+

Parents With Children in 4-H

Alums in Northeast & Midwest

Rural Alums

Alums with 4-year Degrees

Former 4-H Leaders

High School 4-H’ers

High Participation in 4-H


Legislative Priorities

19

Legislative priorities from the newly-formed 4-H

Subcommittee of the ECOP Budget and Legislative

Committee:

1. Increase Funding for Extension’s 4-H

Program

2. Increase investment from federal agencies

outside USDA

3. Legal reform in Congress to solidify the law

regarding the 4-H Name and Emblem


4-H Assets

21


Our Board of Trustees

22


Our Corporate and Media Partners

23

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=2ahUKEwiBm6rzrZvgAhUCMt8KHUVhCdsQjRx6BAgBEAU&url=https://www.justinboots.com/&psig=AOvVaw1Slo_c9TE0NGdKRDEXmW9K&ust=1549138804667084


4-H Alumni Support on Capitol Hill

24

• 50 4-H Alumni in the US House and Senate

• Hill Staffers

• 4-H Caucus in the House:

Henry Cuellar

D-TX

4-H Caucus

Co-Chairs:

Collin Peterson

D-MN

Cathy McMorris-Rodgers

R-WA

Jeff Fortenberry

R-NE


4-H Champions at USDA

25

Sonny Perdue

Secretary

GA 4-H Green Jacket

Award and 4-H Grandfather

Stephen Censky

Deputy Secretary

4-H Alum and former Council

Program Assistant

Ted McKinney

Under Secretary for Trade

and Foreign Affairs

4-H Alum

Scott Angle

NIFA Director

National 4-H Council

Trustee


4-H Youth Hill Visits

26

• 1,500 Youth in Washington annually for summer civic engagement training

• 300 Youth in Washington, DC annual for National 4-H Conference


Social Media Engagement

27

ALUMNI

DATABASE

SOCIAL

MEDIA FOOTPRINT

846K398K

Database Growth

Alumni 147K

Friends 251K

Key Sites

Facebook 736K

Instagram 46K

Other (Twitter, LinkedIn, Pinterest,

You Tube)64K

Questions and Ideas

www.extension.org/ecop

Contact Us

http://www.extension.org/ecop

positioning 4-h and extension for investment...your ability to secure a good-paying job your future...

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