Community Outreach
Strategies 101
Presented by: Pallavi Kashyap
Outreach Coordinator
DRCC CE LHIN
Key Learning
• Broader understanding and definition of Outreach
• Scope and Advantages of Outreach
• Toolkit for Effective Outreach
What is Outreach?
Outreach in simple words is:
“ To start where the client is, outside the office –in the
community ”
Outreach is an intervention or activity conducted by
community health workers, health educators, health
promoters out in the community, face-to-face with
individuals, agency staff, leaders, educators, politicians
and the community
What is Outreach?
Outreach is defined as a two-way communication between
your agency and the stakeholders to establish and foster
mutual understanding, promote participation and
involvement and influence behaviours, attitudes and
actions.
Outreach is reaching out to people who are not using any of
the services provided by your agency and informing and
educating them about your services.
What is Inreach?
Inreach is:
Approaching the people who are using the services provided
by your organization, but who are not using your education
and management services.
Inreach is fostering relationships with these individuals and
educating them about your programs and services and
urging them to participate and access your program.
Why should we do Outreach?
• Outreach efforts result in developing a liaison between the agency
and the community
• Improves community awareness, trust and accurate understanding
of your mission, program and successes
• Increases collaboration and communication with community
members, stakeholders and key partners
• Share resources and exchange ideas
• Increase program attendance
• Most importantly, when conducted consistently, outreach can
stimulate behavioral change and the implementation of risk/harm
reduction modalities among the targeted groups.
Principles of Outreach
• Clearly identify the people you are trying to reach
• One size does not fit all -- Tailor your outreach strategy, message
and your materials according to your target audience
• Think from the clients/ communities perspective and include
information about your services that may be helpful to hear/read
• Enlist key community leaders to be your ambassadors
• Outreach = Material + Personal Contact in multiple ways and
multiple times, build trust and become a familiar face
• Be a conversationalist and not a preacher
• Create a system and schedule for providing outreach
• Take your outreach to social media/social network
• Consider where you have done outreach and think about who is
missing, track who is coming and adjust your strategy as needed?
Outreach Goals
•
•
•
•
•
Enhance Community Awareness
Increase the visibility of program
Broaden community support
Engage new partners/ stakeholders
Improve knowledge and attitudes and health
behaviours
Outreach Lifecycle
1.




Planning
Needs Assessment
Goals and Objectives
Stakeholder Identification
Key messages
2. Development
 Structure for Implementation
 Outreach strategy tools and Mechanism
3. Execution
 Implementation
 Adjustments
4. Evaluation
 Process and Outcome evaluation
 Result analysis
10 Steps Of Outreach
Planning
• Conduct Needs Assessment – Cultural Assessment, Community
Resource inventory and Community Asset Mapping
• Know your issue
• Create a list of Stakeholders
Development
• Conceive a Game Plan after you have the results of your needs
assessment
• Build a Coalition and start engaging with key decision-makers
• Develop Outreach Materials
• Select your potential Stakeholders
10 Steps Of Outreach
Execution
• Bring Everyone Together
• Implement outreach plan
Evaluation
• Evaluate, both the process as well as the outcome
• Share Best Practices, help others learn from your experiences.
Outreach Tools & Mechanisms
Key tools for engaging communities and increasing awareness of your
project
• Community Outreach kits according to the audience
• Community forums/ workshops--designed for specific target
groups
• Presentations to various businesses, agencies, partners
• Stakeholder Partnership Development–Collaboration based
Approach to planning
• Communications Plan– Oral and Written messages
• Displays at locations where the community gather
• Website
Case Study
Split into 2 groups for the following exercise:
Plan and develop an outreach and an inreach plan for a DEP in a CHC
which is located in a rural setting and has been operational for two
years. The population is 15,000, comprised mainly of older adults.
The community does not have public transportation. This DEP is
functioning at a 52% capacity and is having difficulties recruiting
clients.
• Identify the objectives of your outreach and inreach plan
• Identify your stakeholders
• Identify the strategies, tools and mechanisms for this outreach plan