Excellence in Extension: Two Products for Definition and Measurement
Thomas M. Archer
Leader, Program Development and Evaluation
Ohio State University Extension
Columbus, Ohio
archer.3@osu.edu
Paul D. Warner
Interim Associate Dean and Associate Director
University of Kentucky
Lexington, Kentucky
Paul.Warner@uky.edu
William Miller
Director of Planning & Evaluation
University of Massachusetts Extension
Amherst, Massachusetts
wamiller@umext.umass.edu
Charles D. Clark
Extension Specialist, Program Evaluation (Retired)
University of Illinois Extension
Urbana, Illinois
Clark171@gmail.com
Susan James
Federal Relations & Staff Development Coordinator
University of Wyoming Cooperative Extension Service
Laramie, Wyoming
jamessus@uwyo.edu
Scott R. Cummings
Program Development & Evaluation
Texas Cooperative Extension
Texas A&M System
College Station, Texas.
s-cummings@tamu.edu
Usman Adamu
Assistant Professor
Department of Agriculture
University of Arkansas at Pine Bluff
Pine Bluff, Akansas
Adamu_u@uapb.edu
Abstract:
Two products of the Excellence in Extension effort of ECOP will be useful at every level of the Extension System. The first is a "pocket card." One side describes what makes Extension unique and defines Excellence of Extension, and the other side lists the seven most important criteria to identify Excellence in Cooperative Extension. The second product is the Matrix of Criteria of Excellence in Cooperative Extension. This matrix will assist Extension: (1) To be accountable for invested resources; (2) To continually improve the organization's effectiveness; and (3) To describe its strengths and differentiate itself from other agencies and organizations.
Background
Through the efforts
of a work group established by the Excellence in Extension Task Force
of the Extension Committee on Policy (ECOP) there have been two
products deigned to be of use to Extension personnel at all levels.
(See "Can We Define and Measure Excellence in Extension?"
in this issue for a fuller discussion of the work group efforts.) One
is a 3x5 "pocket card" that is to be widely distributed
within Extension that lists in brief terms "Uniqueness and
Excellence of Cooperative Extension" (on one side), and
"Criteria for Excellence in Cooperative Extension" (other
side). The other is a Matrix of the Criteria of Excellence in
Extension, with corresponding definitions and measures for the seven
highest priority criteria.
The Card
The Excellence in
Extension pocket card can be readily carried by Extension
administrators, other Extension personnel, and leaders to provide
concise descriptors of the Extension system to share with university
administrators, potential funders, legislators, and the media.
One side of the
card describes what makes Extension Unique and defines Excellence of
Extension.
Uniqueness
- Land-grant
mission links the university to the people
- Established
presence and grassroots involvement in local communities
- Program and
funding partnership of local, state, regional, and federal entities
- Research-based,
lifelong learning
- Empowerment of
people through education and community-based problem solving.
Excellence
- Anticipation
of and response to critical and emerging issues
- Establishment
of partnerships and collaborations
- Engagement
with clientele to plan, implement, and evaluate programs
- Utilization of
client expertise to facilitate change
- Educational
programs that result in economic, social, and environmental impact
- Utilization of
volunteers as teachers to enhance and extend education.
The other side of
the card lists the seven most important criteria to identify
Excellence in Cooperative Extension:
Criteria for Excellence
in Cooperative Extension
- Cooperative
Extension is a major component of land-grant university outreach/
engagement.
- Diverse
stakeholder input is used to shape programs.
- Clients are
satisfied with Cooperative Extension and its programs.
- Quality
Extension programs are identified and valued.
- Extension
programs result in changes in individuals, families, and
communities.
- Economic
impact is derived from Cooperative Extension programs.
- Funding is
supplied for Cooperative Extension.
The Matrix
The Matrix of the
Criteria of Excellence in Cooperative Extension was developed to be
meaningful to a variety of stakeholders and their corresponding
diverse perspectives of Extension. It is a based on two conceptual
frameworks. One axis represents the traditional academic perspective
of universities. The four columns on this axis are: Teaching and
learning; Discovery and scholarship; Engagement; and Management. This
approach reflects and values the language of research and teaching
faculty and university administrators.
The second axis
represents a perspective that is more familiar to Extension personnel
and supporters. The five rows in the matrix are: University
commitment to Extension; Relevance of Extension programs; Quality of
Extension programs; Outcomes and impacts; and Funding and external
support (See Figure 1).
The matrix is more
usable because the potential measures are prioritized in importance
groups. Extension administrators identified the seven most important
criteria for Excellence in Cooperative Extension (summarized on the
pocket card). The second tier measures of importance, as well as the
remaining measures, should be useful to individual institutions as
these institutions address issues in their unique situations. Some
Extension administrators have already found that matrix is very
useful for them to give it to their university administration and to
faculty when they attempt to explain what constitutes excellence.
For each of the
seven most important criteria, detailed definitions and a means
measuring are provided. This will make aggregate measures and
comparisons across institutions more meaningful. Currently,
institutions are using unique definitions that are rooted in history
and tradition, which have been problematic. The definitions and the
means of measuring the seven most important are provided in outline
form after the matrix below.
Figure 1.
Criteria
of Excellence in Cooperative Extension
|
|
Land-Grant
University Commitment to Extension |
Relevance
of Extension Program |
Quality
of Extension Programs |
Outcomes
& Impacts |
Funding
& External Support |
Teaching
Learning |
-University
recognizes Cooperative Extension teaching/program quality |
(2)
-Meeting client needs/Access
(2)
-Proactive/ Responsiveness
-Faculty-Student
engagement
-Volunteers
as teachers |
(2)
-Systematic program development and evaluation process
-Research-based
programming
-Learner-centered
teaching
-Use of
appropriate teaching methods including technology
-System for
assessing quality teaching
-Collaborative
programs |
(1)
-Knowledge/Attitude/Skills/
Aspirations
(KASA) and behavioral change
(2)
-Students recruited/enrolled |
|
Discovery
Scholarship |
(2)
-University recognizes Cooperative Extension scholarship |
(2)
-Applied research to solve problems
-Local
input helps to shape research agenda |
(1)
-Best Practices/ Exemplary Programs
-Publications/Reports
-Systematic
documentation of program evaluation and curriculum development
-Participation
in eXtension
-Integration
across disciplines/university |
(2)
-Documenting program results through peer review |
(2) -Grants
and contracts for applied research, Cooperative Extension, and
integrated research/Cooperative Extension efforts |
| Engagement |
(1)
-University recognizes Cooperative Extension as major component of
outreach/engagement
|
(1) -Use
diverse stakeholder input to shape programs
-Demonstrated
inclusiveness
-Community-Student
engagement
-Facilitates
partnerships around issues
-Graduate/alumni
engagement |
-Community/Cooperative
Extension collaborative identification of goals/ problems
-Sustained
partnerships
-Breadth
and magnitude of public involvement
-Building
social capital in communities
-Staff
involved in professional service activities
-Cooperative
Extension seen as credible |
(1)
-Economic Impact
(2)
-Enhance public good (Environmental and Social Impacts)
-Participatory
evaluation
-Youth
exposure to higher education opportunities
-Increased
enrollment of Cooperative Extension clientele as students in land
grant institutions |
-Local
support
-Program
funds
-Economic
value of volunteers |
| Management |
(2)
-Financial support of Cooperative Extension in relation to
university support
-Position
within University structure
-Promotion/Tenure
status of Cooperative Extension personnel |
(1)
-Client satisfaction
-Publics
advocate for Cooperative Extension
-Client
diversity
-Value to
limited resource audiences |
-Market
share
-Quality
and diversity of staff
-Sustainable
programs
-Multi-state
efficiencies |
(2)-Return
on investment
-Systems
for accountability |
(1)
-Funding for Cooperative Extension
(2)
-Leveraging resources
(2)
-External funds generated
-Staff size
-Fee-based
programs |
| (1)
= Most Important; (2) Next Most Important |
Matrix--Criteria
and Measures Defined--Seven Priority Criteria
1. University recognizes Cooperative
Extension as a major component of outreach/ engagement
Definition
Cooperative Extension is recognized as an
integral part of the university's outreach/engagement effort both on
and off campus.
Measures
A. The role of Cooperative Extension in
outreach/engagement is specifically documented in university
strategic plan(s).
B. Cooperative Extension accountability
measures are integrated into systems for university-wide reporting.
C. University legislative relations units
include Cooperative Extension in seeking university funding.
D. The scholarly activity of Cooperative
Extension faculty and professional staff is reflected in a success
rate in achieving tenure and/or promotion that is proportional to
faculty across the institution.
2. Diverse stakeholder input is used to
shape programs
Definition
Actions are taken to seek and use client and
partner input that result in relevant educational programs.
Measures
A. Organizational policies encourage
participation by diverse stakeholder groups.
B. Number of stakeholder groups who provide
input.
C. Number of individual stakeholders who
provide input.
D. Evidence that stakeholder input was
utilized.
3. Client satisfaction
Definition
Satisfaction level of clientele with the
educational programs and services received from Cooperative
Extension.
Measures
Two approaches to measuring client
satisfaction would prove useful. Either could be utilized
independently or they could be used in combination.
A. Degree of client satisfaction with overall
Cooperative Extension.
B Degree of client satisfaction with
specific programs delivered by Cooperative Extension
4. Best Practices/Exemplary Programs
Definition
The quality of outstanding/exemplary
Extension projects, programs and initiatives is recognized and
valued.
Measures
A. "Programs of Excellence" are
identified based on such criteria as importance, innovation, capacity
for replication, sustainability, focus, scope, relevance, and
results.
B. Scholarly productivity of Extension
faculty and staff as indicated by the number of publications,
creative programs and materials, decision-making tools, etc.
C. Excellence in Extension faculty and staff
performance as indicated by the number of awards and recognitions
received.
5. Knowledge/Attitude/Skills/Aspirations
(KASA) and Behavioral Change
Definition
Short and medium term outcomes are the result
of Cooperative Extension educational programs.
Measures
A. Program evaluation tools are utilized to
measure outputs such as number of people reached.
B. Program evaluation tools are utilized to
assess the extent of change in knowledge, attitude, skills,
aspirations, and behavior attributable to Extension programs.
C. Program outputs and outcomes are
documented and disseminated.
D. Impact results are utilized for
programming decisions and accountability.
6. Economic Impact
Definition
The economic value derived from programs
delivered by Cooperative Extension
Measures
A. Evaluation methods are utilized to measure
the economic impact of Extension programs.
B. The economic impacts are documented and
included in reporting.
C. Economic impact results are used in
programming decisions and in establishing accountability.
7. Funding for Cooperative Extension
Definition
Amount of funding by sources for Cooperative
Extension
Measures
A. Total federal budgeted funds appropriated
from CSREES, USDA
B. Total state budgeted funds appropriated
C. Total local budgeted funds in support of
program costs
D. Total funds received from grants and
contracts
E. Other annual revenue from such sources as
fees, registrations, sales, endowments, and other cost recovery
F. Amount of volunteer time contributed
(value to be determined)
Conclusion
Every Extension
worker will benefit by being able to readily describe the Uniqueness
of Extension and the elements of Excellence of Extension. Measuring
the most important criteria of Excellence in Extension will help
Cooperative Extension as a system to be accountable for the resources
invested in the organization and the managers of those resources to
continually improve the effectiveness of the entire organization.
These criteria will also enable the system to describe its strengths
and differentiate itself from other agencies and organizations.
This article is online at http://www.joe.org/joe/2007february/tt1.shtml.
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