A Qualitative Analysis of the Challenges and Threats facing Cooperative Extension at the County Level
Keywords:
Extension, County Review, Needs Assessment, Challenges, ThreatsAbstract
The Cooperative Extension Service faced many challenges and threats over its history. Persistent internal challenges affecting Extension are communication with stakeholders, high employee turnover, and a marketing deficit. Common external threats included reduced funding, increases in non-traditional audiences, and inadequate facilities. Guided by a needs assessment framework, this study sought to identify the challenges and threats facing the [State] Cooperative Extension Service at the county level. Using a basic qualitative research design, the final reports from the 2016 county program reviews were used as the primary source of data. Results were consistent with the literature and showed persistent challenges facing Extension were staff limitations, marketing and communication ineffectiveness, limited program coverage, inadequate volunteer recruitment, and lack of funding. Threats found were unresponsiveness to changing audiences and inadequate facilities. It is recommended that Extension’s strategic plan focus on priority areas while emphasizing the urgency needed to close identified gaps in marketing and communication, staff development and retention, and program quality, delivery, and coverage. Steps are needed to improve its performance by efficiently allocating resources to serve a diverse clientele, strengthen agents’ programmatic areas, and build strong partnerships with relevant organizations.
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