The Best Little Programming Tool in Extension

Audience identification helps determine needs and justify programs.It seems logical that the audience for an Extension program would be identifiable and identified.How else would you discover the needs and problems for which to plan programs?How would you justify funding requests?How would you be accountable for use of funds?Logical?Right.Nearly always the case?Wrong.Identification of specific clientele groups has become more and more difficult as audiences have increased and diversified, and more and more important as resources have diminished.This article discusses audience identification using the small farmer as an example.Four aspects are explored: (1) how the identification process for the farmer audience has changed, (2) one way to approach the identification process, (3) how to use the information generated, and (4) implications for other programs. A Different EraThe questions raised above about discovering farmer needs, justifying programs, and being accountable weren't generally asked until recently.The farm population was often stable over a relatively long period of time.County agents very likely knew or were known by virtually all the farmers in the county.Needs or problems were seen first-hand, as were results of change efforts.Agents could respond to farmer questions and have their performance judged as acceptable if they worked only with those who sought Extension expertise.Farmers usually formed the largest percentage of a county's population; farming was important to the economy and the Extension agent's job was seen as important to farming.Competition for resources was weak or nonexistent.Today's agent exists in an entirely different environment.The off-farm population now outnumbers the on-farm.The relative economic importance of agriculture has declined as has Extension's unquestioned right to resources.Many agencies now compete for the same tax dollars.The farmer-to-agent ratio has increased, along with the diversification of the on-farm audience and the ensuing complexity of farmer problems.Expectations for agents have also changed.It's no longer adequate to spend the majority of time reacting to farmer requests.Instead, agents must take a proactive stance.They must identify problems, set specific goals for change, and provide evidence of that change.Agents must justify the need for programs by clearly defining who and how many may potentially benefit from them.Today's agents need hard numbers about the entire potential clientele, not just those already using Extension's services.