S E T T L E M E N T
O U T R E A C H B E S T P R A C T I C E S
B y : I A O P O u t r e a c h B e s t P r a c t i c e s S u b - C o m m i t t e e
2 0 1 8 - 1 9
CONTENTS
• Best Practices on Outreach-A Synopsis
• Outreach as Marketing
• Determinants of an Effective Outreach Strategy
• Current Outreach Practices Used by Settlement Agencies in Peel and Halton Regions
• Recommendations for Best Practices
• Acknowledgements
• IAOP Outreach Best Practices Sub-Committee
BEST PRACTICES ON OUTREACH – A SYNOPSIS
Essentially, outreach entails making beneficial connections with people, organizations and communities that you wish to serve. It can take many forms and be conducted as a spectrum of activities as varied as actual delivery of services to dissemination of information such as through flyers, brochures, public presentations, social media, and television and radio announcements. Outreach is also a form of marketing and as such, it is essential to be well informed of your programs and services and know how to communicate effectively with respect to its benefits. In addition, applying a cultural sensitivity lens or social awareness focus is necessary when doing outreach; as not recognizing attitudinal and language issues in people can derail the best intentioned outreach activities, if one is not connecting with people at these levels. For instance, if trying to create awareness of abuse and trauma, using words such as ‘abuse’ and ‘mental health crisis’ in an outreach strategy may not be effective for some communities. For such people, these words have cultural stigma associations which can become barriers in their willingness to learn more and seek help.
To be thorough, outreach must also be a dynamic activity, meeting those in need of the outreach services at the locations where they are and doing so repeatedly. For instance, if outreaching youth, know where they tend to hang out and know that they engage widely through social media. Newcomers tend to go to their places of worship or at job/career fairs. Speak to them in their own languages. Repetition and follow-up activities, as well as using a variety of communication modes are important in ensuring that the benefits of the products or services that one is promoting have been clearly understood and that you connect as widely as you can across the community. Note that not everyone can access information online.
OUTREACH AS MARKETING
PEOPLE – The targeted communities.
PRODUCT – The supports and services offered. They should be clearly identified.
PRICE – The value or benefits of the services and supports to targeted communities.
PROMOTION – Advertising, informing, reaching out to the targeted communities, branding of agency’s services. Should include ongoing monitoring of what works best?
PLACE – Identify where to outreach and where support services are to be offered.
Consider itinerant supports.
PROCESS – Involves wide angled and dynamic view of outreach. Flyers, newsletters, website, social media, focus groups, community events, word of mouth, etc. Use of
evaluation tools to get comparative feedback on what works best. Include client feedback
at point of service to also learn about emerging needs and ways to improve services.
OUTREACH AS MARKETING (CONTD.)
PARTNERSHIPS – Identify if there is a need to form strategic outreach partnerships and if so, try to establish sustainability in the outreach process and how the partner agencies can deliver their respective supports without prejudice and in the best interests of clients.
PERFORMANCE – Action plan to deliver the outreach. Consistency, repetition needed.
Ensure that staff are well informed of services and well trained to present on them. All
online and other outreach media must project the agency in the best light and ensure clarity, accuracy. Keep language simple. Use language of clients, when possible. Need for ongoing reflection on challenges, successes of the various outreach channels used.
PRESENTATION – Staff should be well informed of services/supports and trained to
present on/market the agency. Include presentations at community events, private sector settings, community forums and include using focus groups.
PSYCHOLOGY – Be aware of key behaviors of targeted community (e.g., youth and food, music, sports), clients’ perceptions/perspectives, traditional customs including dynamics in relationships among family members, clans, tribes, formal and informal groupings.
PHILOSOPHY – Connect agency’s vision, mission, guiding principles with the key
operating philosophies, principles, values that motivate the targeted communities. Consider
their religious beliefs, historical precedents such as war, political experiences.
DETERMINANTS OF AN EFFECTIVE OUTREACH STARTEGY
• Outcomes of Service Delivery: funders’ requirements; organizations’ mandate
• Target Population and the Strategy Used: technology, informal group settings, print media, etc.
• Sensitivity towards diversity with regard to age, gender identity, culture, education, language, etc.
• Understanding of barriers experienced by the target population(s) and their
impact on outreach strategy used: language; accessibility; stigma related to certain aspects such as regarding mental health, trauma
• Understanding/awareness of formal and informal stakeholders & partners
CURRENT OUTREACH PRACTICES
• Media:
Print: flyers, brochures, local newspapers, magazines
Electronic: e-newsletter, television, radio, multimedia
Social: website, Facebook, Twitter, Instagram
• Collaboration & Outreach Activities with Formal and Informal Stakeholders:
Settlement, Social Services and Health Agencies
Community Centres, Libraries
Local grocery stores, doctors’ office
Schools, Hospitals, Police, Region of Peel/Halton
Representatives of Government at municipal, provincial and federal levels
Faith Institutions and Places of Worships
Informal clubs and grassroots organizations
CURRENT OUTREACH PRACTICES (CONTD.)
• Partnership Networks:
IAOP, Language, Labor Market, Community Connections and Executive Council
NCON
Peel/Halton Newcomer Strategy Groups
• Events:
Organizational: AGM, fundraising
Community/Partnerships: open house, community outreach,
annual events
RECOMMENDATIONS FOR BEST OUTREACH PRACTICES
• Develop an organization level ‘outreach strategy’
• Flexibility in the outreach strategy to meet the changing needs of the diverse communities
• Collaborate with key stakeholders: both formal and informal
• Optimize the use of technology: website, social media, etc.
• Resource allocation for outreach: dedicated staff, training, technology, etc.
• Standardization of outreach practices across the sector
• Partner strategically with other service agencies, stakeholders in
developing/maintaining a common outreach platform
ACKNOWLEDGEMENTS
The Committee acknowledges the contributions of the following organizations:
1. Centre for Education and Training 2. Catholic Crosscultural Services
3. Dixie Bloor Neighbourhood Services
4. Dufferin Peel Catholic District School Board 5. Halton Newcomer Strategy Group
6. Indus Community Services
7. Malton Neighbourhood Services 8. Newcomer Centre of Peel
9. Peel Career Assessment Services Inc.
10. Punjabi Community Health Services 11. Polycultural
12. Peel Multicultural Council 13. The Centre
