BENEFITS
PROMOTING THE BENEFITS OF PARK DISTRICTS, FOREST PRESERVES,
RECREATION AND NATURAL RESOURCE AGENCIES
Benefits-based Programming
This, the third in a series of articles on the benefits of parks and
recreation, looks at Benefits-based Programming.
BY KAY KASTEL FOREST, CAE
Simply offering recreational activities and services is not enough to provide lasting benefits to those we serve. While participation in activities may produce benefits such as area relief and increased fitness, this activity alone does not necessarily help individuals to be better equipped to face life's chalenges. The time has come for our field to help improve rather than just amuse those we serve.
If done correctly, recreation programs can make a difference in the lives of individuals. Recreation can become developmental rather than just diversionary. This shift or this new way of doing our business is called "Benefits-based Programming."
The first component of Benefits-based Programming is the articulation of outcome-ori-ented goals that address social issues and concerns that are viewed as significant by the community
A good example of societal concerns might be lack of family unity, isolation among the senior population, increased teen pregnancy, gangs or vandalism. Suppose that we have well-articulated goals, but we continue to offer the same old programs. How do we know that our old ways lead to the achievement of our goals? How do we determine if tare providing long-term benefits?
We often assume that what we provide is inherently good, but if it is not structured to directly address the social issues, we are not solving the problem. An example of this could be a late-night basketball program for gang members or at-risk youth. If the only goal of the program is to keep participants off the streets, then the old way of programming works. But if we want to help solve a societal problem and make a difference in the lives of the participants, the basketball program must have other components.
For example, some communities that offer midnight basketball also require players to attend a GED program if they don't have a high school degree. Some offer highly structured basketball programs that teach sportsmanship and social skills. Other programs may bring in businesses to discuss employment opportunities for the participants. Thus, the second component of Benefits Programming is that recreation programs need to be structured to directly address stated goals that relate to the social issues and concerns of the community. We should not assume what we are presently doing is the best approach to program provision.
The third component of this new approach to programming is to establish a comprehensive monitoring and evaluation procedure that allows us to document our goal achievement and the resulting benefits. A new Benefits Programming class (see sidebar on page 42) will explain how to approach the evaluation process and will give you a measurement instrument that will help you assess if the program is making a difference in someone's life.
The National Recreation and Park Association has funded several pilot studies using the benefits-based programming philosophy with youth at risk and gang members. These currently are being conducted by Dr. Larry Alien and his colleagues. The results are favorable as to the difference that these programs have made in the attitudes and abilities of the participants to cope with their situ- ations. Using the resiliency model, the studies have shown that recreation can improve the protective factors in individuals. Protective factors are those things that protect us from at-risk behaviors.
Schaumburg Park District's Pilot Program
We can now show recreation programmers how the resiliency model and protective factors scales can be used in their own programs, especially those involving youth and seniors. The Schaumburg Park District offered a pilot program using the Benefits-based Programming model this past summer. The dis-
September/October 1999 / 41
BENEFITS SERIES
trict staff worked with the Schaumburg police department, which secured a grant to fund a summer program for under-served youth in cooperation with their fire department and two school districts. The program titled L.A.T.E.R. (Lending a hand to At-risk youth Through Education and Recreation) will be highlighted in a future issue of Illinois Parks & Recreation as soon as the evaluation is completed. The L.A.T.E.R. program is an example of a commitment on behalf of the recreation staff to try to make a true difference in the lives of the people that they serve.
The fourth component of Benefits-based Programming is the establishment of a comprehensive marketing effort that effectively communicates the significance of the programs and services offered by recreation service providers. This is where the Benefits-based Awareness program comes in. It helps us to communicate our success. This is where the midnight basketball program that got ridiculed by Congress as "pork" went wrong. The program didn't establish clear goals, evaluate if they were met, and did not communicate their success properly. If this program had, then there would be a lot more federal money coming to recreation than currently exists.
Yes, Benefits-based Programming does initially take more time and effort, but it has been proven to work. We as professionals and boards should be looking for ways to help our communities and our residents improve. This is one way we can contribute. Benefits-based Programming has eight major advantages:
1. It provides justification to officials for allocating public funds for recreation.
2. It shifts managements focus from means to results or outcomes of services.
3. It facilitates a better understanding of the public's demand for recreation services.
4. The participant becomes a more informed consumer.
5. It enhances the rationale for fees.
6. It helps to facilitate marketing.
7. It clarifies the value of recreation beyond the simple revenues that the programs generate.
8. It advances the recreation profession.
This shift in our programming methods forces our planning to become more intentional and outcome directed, thus more effective. This new way of approaching our business can help to legitimize our field and change the perception of the public and other professions about what we do. There are so many "have to's" in life, recreation is the one choice that people have. We can help to make it an appropriate one for them to grow and develop into better people.
KAY FOREST
is the executive director of the Illinois Park and Recreation Association. After 27 years in this position, she will retire as CEO in October to become Conference/Projects Manager and Educational Trainer for IPRA.
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Send in Your "Benefits Success Stories"
Think in terms of a "benefits mind-set" and discover ways that your park district Editor, Illinois Parks & Recreation 217/523-4273 (fax) or iapd@eosinc.com |
| On Friday, Jan. 14, 2000, at the IAPD/IPRA Annual conference, there will be a three-hour introductory workshop on Benefits based Programming. In March 2000 IPRA will offer the first six hour training session for those agencies who are interested in using benefits programing. We will be able to train just one or two of your staff who can, in turn, train others in your agency to develop your recreation programs using the new model. For more information, contact IPRA, 630.752.0141 |
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Downer's Grove and Lake County Featured
in National Millennium Benefits Calendar
Two Illinois agencies won the honor of being featured in the National Recreation and Park Associations "The Benefits Are Endless..."™ calendar for the year 2000. Downer's Grove Park District submitted "Patriot Park Kids" and Lake County Forest Preserves submitted "Kids Sledding." These keepsake calendars highlight the important benefits of the parks and recreation field and are the perfect way to reach or thank staff, volunteers, city council members, commissioners, board members, media, schools, police and customers. NRPA distributes the calendars across the globe, including the White House, both houses of Congress and all major media outlets. The millennium calendar includes an educational time line with special dates from park and recreation history. For order information, contact Andy Stein, ADvisors Marketing Group, 760.721.3737 or andy@advisorsmarketing.com. |
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