Greene County Extension Council Business Plan 2400 S. Scenic Ave., Springfield, Mo. 65807 Telephone: 417-881-8909 Email at
[email protected] Website: http://extension.missouri.edu/greene
Executive Summary This business plan for the Greene County Extension Council is written with the Council’s scope of operations in mind. It is essential that we work as a county team. Every specialist that serves Greene County, as well as University of Missouri Extension administration, must be a member of this team. The success of this plan depends on involvement from those who have a vested interest in MU Extension (Master Gardeners, 4-H volunteers, council members, etc). This business plan lays out steps members of the council can take to achieve sustainability for Extension in Greene County. It also includes ideas for efforts in marketing, fundraising, stakeholder relations, revenue generation and program creation. Implementing these suggestions rests on the elected members of the Greene County Extension Council. Greene County Extension Council is facing a budget crisis that will require transformational change. At the same time, an effort is needed to educate the public and elected officials about the actual role of MU Extension and its relationship to county government. To create a sustainable budget council must address the political and governmental aspects of its funding challenges. This includes being involved with the state approved extension districting option. The continuation of Extension in Greene County is going to require a change in how Extension operates. It will require changes in how council markets this organization and a united effort toward stakeholder relations. Members of the Extension council must become invested in marketing Greene County Extension and raising funds. Specialists and staff should work closely with Council to promote Extension and develop programs that have impact. When Extension programs are impactful, they also often create a situation where revenue can be generated. Council may also want to work with the regional director to discuss ways that revenue generation can be added to the job description of Extension specialists. What is being suggested in this plan will not be easy to get started and will not be without challenges. However, as long as the Greene County Commission continues to underfund the Extension program, we owe it to the citizens of the county to “do Extension differently” in Greene County. Ultimately, council must raise funds. We must also get council members engaged, active and moving in one direction. Approved by the Greene County Extension Council: 2013 Committee members who developed this plan: Carl Allison, chairman of county council Harold Bender, county council member Tony DeLong, county council coordinator David Burton, county program director George Deatz, Friends of the Garden Joe Jenkins, county council member Lisa Bakerink, Master Gardeners of Greene County Jay Chism, director, southwest region Extension Council reviews and updates the document annually.
Updated October 28, 2015
Page 1
Greene County Extension Council Business Plan
General Description Legal name and function: The University of Missouri Extension Council of Greene County is the official name of our governing body. We commonly refer to the elected body as Greene County Extension Council. Connection to county government: The Greene County Extension Council is a county governing body established in Missouri state law. (Revised Statutes of Missouri Sections 262:550 to 262:620: County Extension Programs). The council is not a not-for-profit or charity organization however donations to Extension are tax deductible as described in the IRS advisory letter included in the appendix of this document. Missouri law states the basic three roles of the administrative body of the county is to provide for the health, safety and welfare of the citizens. Greene County Extension assists in filling and supporting that role. MU Extension is the educator of choice by federal, state and national agencies because Extension already has in-place, with joint partnerships, accessible programming in every county of the state. Mission: The mission of the Greene County Extension Council is to govern operations of the local office, secure revenue, give input on programs and county staff, and promote Extension. Vision: University of Missouri Extension is a valued and trusted research-based educational solution to improve the quality of life in Missouri, nation and world. The vision of this Extension Council is to create an atmosphere in which Extension can flourish in Greene County. Purpose: The purpose of the Greene County Extension Council is for members to cooperate in providing effective educational program support for the county citizens by: discussing issues of concern and need; making recommendations on issues of concern in the county; assisting the County Program Director (CPD) with council training; promoting and supporting county planning and programming according to state laws and administrative guidelines; fostering the partnership of University of Missouri Extension; supporting the polices and procedures of the Extension council; following the state laws and supporting the funding for county office operations, Greene County Extension programs, governance and membership. Our clients: Businesses and residents of Greene County and the Springfield metro area who need practical education in Extension’s educational service areas. Competitors: There are other organizations that offer similar programs. At the same time, Extension often collaborates with these same organizations to accomplish programs. We need to formulate plans that leverage revenue for Extension out of those partnerships. Strengths: University of Missouri Extension provides Greene County with well-educated and capable extension specialists. We have the expertise and knowledge necessary to succeed. Members of our county council are key to making this new philosophy work. Our council members may in fact be our key competitive strength. Meetings: Council meets monthly at the Greene County Extension headquarters. To better educate the public about Extension, and council could move meetings to different public locations but should consider the financial impact. Updated October 28, 2015
Page 2
Greene County Extension Council Business Plan
Pricing and fees: An Extension specialist’s teaching time is worth $50 an hour to cover office overhead and expenses generated by housing the specialist. For many programs, the University expects to receive a payback of an amount equal to $35 per hour for a specialist’s teaching time. We believe Extension programming has real value to private residents and in the public arena. Our programs have real costs and our fees should reflect the cost of doing business.
Products and Services Greene County Extension can provide education services in these five general areas: Agriculture and Natural Resources ― Agriculture and natural resources education provides citizens and businesses with 21st century tools to enhance profitability, strengthen communities and protect the environment. Livestock and forages are key aspects of this program area that are relevant in Greene County. This program area also includes: Master Gardeners (program volunteers provide horticulture information and education to the public) and Master Naturalists (a program that engages Missourians in the stewardship of our state's natural resources). Business Development ― Business development education assists business start-ups, helps businesses remain competitive and prosperous, and creates more wealth for the community. Our specialists work with local Chambers and Small Business Development and Technical Centers (SBDTC) on the campus of Missouri State University to help new and struggling businesses. Community Development ― Community development education helps citizens tap into local strengths and University resources to create communities of the future. Programs like the Community Emergency Management Program, Community Development Academy, Healthy Lifestyles Initiative, and community decision support define community development efforts. 4-H Youth Development ― Youth education connects parents and youth with the latest research and best practices to help young people gain leadership skills, build self-esteem and be valued, contributing members of our community in partnership with caring adults. We want to see 4-H continue to positively impact rural, suburban and urban youth in Greene County. Human Environmental Sciences ― HES education provides Missourians with research-based programs on health, nutrition, parenting, aging, divorce, personal finance, housing, consumer action and more. The nutrition program reaches large numbers of Greene County residents. The nutrition program is designed to assist residents with limited resources by teaching both youth and adults about healthy food choices and regular physical activity.
Marketing Plan Team Approach Needed: One person cannot do it all. Members of the Extension Council, specialists and staff in the county all play a role in marketing MU Extension. Emphasis needs to be placed on the role Council members have in marketing Extension, especially word of mouth. Increased use of partners: We need to get representatives of our partners on the Extension Council, encourage partners to market Extension and promote our events, and educate them about our need for revenue. Updated October 28, 2015
Page 3
Greene County Extension Council Business Plan
Increasing Word of Mouth: All research points to the same conclusion: word of mouth is the single most effective marketing tool and strategy. The council, in partnership with the University, needs to create tools that make word-of-mouth marketing easier and more effective for council members, specialists and staff. Possible new ideas and tools include: Business cards for council members Improved stakeholder relations Marketing aimed at our key partners (and getting partners on the council) Increased use of direct mail and automated phone calls to audiences Train specialists, staff and council members to interact with these Facebook pages: Greene County Extension Council, Master Gardeners of Greene County and MUExtension417. Expanded distribution of Reaching Out Report to partners. This report is produced and delivered monthly to media, opinion leaders and elected officials in Greene County. Identify high traffic locations in the county where MU Extension signs could be placed. Examples of current marketing done by specialists: Weekly interviews with Extension specialists on KOLR TV Brochure displays in the public libraries with information about programs Daily postings on Extension-managed social media pages Southwest Region News Service and its subscribers Annual report and other publications about Greene County Extension Specialist nametags with logo and shirts with logo worn for programs and events Southwest Region News Blog Our YouTube channel, MUExtension417 The newspapers that carry our media content. In the region, we annual have over 1,000 articles printed at a value of over $2 million Three weekly columns in newspapers (with over 150,000 circulation) that are key to Greene County: Agriculture in the Ozarks (Sunday News-Leader), Ask a Master Gardener (Sunday News-Leader) and Live and Learn (weekly Republic Monitor) Podium banners, signs at events, class cross-marketing events at programs Marketing efforts aimed at providing programs at area businesses. Specialists also serve on community boards and bring Extension expertise and research to those boards and community organizations. This will require council and specialists working together and with their friends and business networks to promote Greene County Extension and market the programs outlined in our course catalog. The sponsorship program ultimately holds great promise as a marketing tool as well.
Operational Plan Specialists at the Greene County Extension Center conduct programs throughout the county in conjunction with partners. Space in the Botanical Center is scheduled by parks staff and requires paperwork that is approved by the county program director.
Updated October 28, 2015
Page 4
Greene County Extension Council Business Plan
Location: The Greene County Extension Center is located inside the Springfield-Greene County Botanical Center at 2400 S. Scenic, Springfield, Mo. The Botanical Center is a centralized building located in the heart of the growing Springfield-Greene County botanical gardens. This location provides high visibility with an estimated 100,000 visitors a year. The Botanical Center also provides space for learning both indoors and outdoors and fits nicely with the focus of both our 4-H youth and Master Gardeners programs. The building is owned and managed by the Springfield-Greene County Park Board which pays for utilities and provides space to Extension free-of-charge. The building has excellent office and classroom space. Greene County Extension rooms are up-to-date, handicap accessible and energy efficient. Programming: A program is an education event where the user learns, understands and applies the knowledge they acquired to benefit themselves or society economically, environmentally, professionally or socially. Extension offers an efficient educational process of trained experts who then teach volunteers and others to further our educational programs. For details on local classes, see the Greene County Extension Course Catalog for program descriptions and contacts or the Greene County Extension website for an updated calendar listings of upcoming programs. Personnel / Number of employees / Other resources One full-time administrative assistant hired by the Greene County Extension Council Five specialists provided by University of Missouri Extension Other part-time positions when funding is available from grants. An regional nutrition administrative office is located in Greene County with one program coordinator, two administrative assistants, a program manger, and three Greene County nutrition educators provided at no cost to the county. A regional administrative office for MU Extension is located in Greene County and is the work location for the regional director and one administrative assistant. In general, our organization membership numbers are as follows: 300 members of the Master Gardener program. 100 members of the Master Naturalists program. 200 student members of 4-H and 100 adult leaders 20 members of the Greene County Extension Council Pay structure: The administrative assistant serving the county is paid hourly by the Greene County Extension Council. MU Extension specialists serving the county are hired, trained and paid by University of Missouri Extension, at no cost to the county. Tasks and policies: The administrative assistant provides program support for specialists and clients. A County Extension Council policies and procedures manual was last updated in 2010. Inventory: A complete inventory of furniture, supplies and computer equipment is maintained by the Greene County Extension Council, filed with University of Missouri Extension, and updated annually. Credit cards: Currently, the office does not accept credit cards due to concerns about costs and labor requirements. We do use a system for online enrollment and credit card payment on larger events or programs with a larger fee. We also accept donations via credit cards online.
Updated October 28, 2015
Page 5
Greene County Extension Council Business Plan
Accounts payable: We do not bill individuals and are a cash only business. We will bill other extension councils for projects and costs or publications. Audits: Council financial reports are reviewed monthly and audited annually. Members of the council conduct the audit using a checklist provided by professionals at University of Missouri.
Management and Organization The County Program Director (CPD) manages the daily business of the Greene County Extension Center. The Extension council gives advice and sets policy in a number of areas related to the operation of the office and the programs offered in Greene County. Members on the Greene County Extension Council can be found on the local website: http://extension.missouri.edu/ greene. The continuous development of our extension council members is key to our success. For the business plan to be successful, all specialists, staff and council members in Greene County need to take an active role in promoting Greene County Extension in their own social circles. Promoting something like Extension, in a county as large as Greene, cannot be successfully done by one individual. This also will take a unified team approach.
Districting Option The districting option was authorized by the legislature in 2013. The Extension Council supported the passage of this law. In the coming years, council needs to consider forming a district and then educating the public to the point that an Extension tax can be approved by voters.
Financial Plan The goal of the council is to support programs with the necessary staff to make those programs a success. In order to do so, the council also needs to raise revenue. For several years the county allocation was $10,000. In 2015 it was increased to $27,000. A minimum of $66,000 is required to operate a full-time functioning office. Short-term Funding Goal: Our immediate goal is to generate or raise $35,000 to $50,000 that could be used toward program support for Extension programs in the county. Long-term Funding Goal: It will take $150,000 per year to fund Greene County Extension the way we want to see it operated. Our objective is an operational budget of $150,000. Endowments and gifts: Council is developing a program to solicit private gifts to provide some operational monies and to also build the local Extension endowment. This work is being done in conjunction with the development office at MU. Initially, the focus will be on raising operational funds but after Commission funding is regained, efforts will focus on raising funds for special needs, positions or programs. Budgets: Annual budgets can be found on our county website: extension.missouri.edu/greene.
Updated October 28, 2015
Page 6
Greene County Extension Council Business Plan
Considerations and Limitations: 1) Reductions in specialists in the county/region does reduce our ability to generate revenue. 2) The emphasis of this plan is on what the Extension Council can do. Some suggested work goes beyond the job description, scope, time and abilities of existing specialists. 3) There are many MU Extension programs held in Greene County that mine our population but there is no benefit to the Greene County Extension Center (like Tax School, Continuing Education programs like Fire and Rescue Training). Council would like to consider ways to integrate with these programs and host continuing education programs at the Greene County Extension Center. This would enhance our local programs and fee potential. 4) We consider the following to be barriers to collecting fees: restrictions on what can be charged for certain programs, campus revenue generation when specialists are involved, goal to have each specialist generate $2,000 in revenue for campus on an annual basis, internal and program level politics, hours in the day, transition from a culture of no-cost programs to fees, and a reduced staff to manage accounting and registrations. 5) The size of Springfield and Greene County makes it difficult for an office of four or five people to stand out. Especially when other organizations have started to do similar work. 6) Due to cuts in the primary revenue source for county extension, members of the Greene County Extension Council have cut $60,000 out of its operational budget over the last five years. These cuts have included the elimination of a youth program assistant and administrative assistants that supported ongoing programs. We believe $66,000 is a baseline number required to keep the Greene County Extension Center open and functional. 7) Council works with the MU Development office to coordinate a “Friends of Greene County Extension” program which annually raises over $25,000 with assistance from the CPD. 8) There will be costs incurred as a result of a sponsorship and Friends program. Both will have additional travel and mailing costs that will need to be addressed in some way. Regional marketing funds may be able to be used to address these costs at the beginning.
Revenue Generating Ideas Revenue generation is not easy for an organization in the business of education and operating without a campus, credit hours, students or alumni. We believe new ideas and approaches, when done together, can generate some of the needed revenue in Greene County, at least until the Commission restores its funding for Extension to a proper level (seeking this base-line funding from the Commission should remain a priority). Council must generate $200 per day to keep the office open and programs and services to the public available. The reality is that we do programming on more than just the five business days of the week. Council members and specialists have to work toward these fundraising goals as a committed team. Council would need to work with the regional director for Extension before the time of any specialist is committed to help with fundraising. Council must be developed and given tools to lead. It may also require some upfront costs. Updated October 28, 2015
Page 7
Greene County Extension Council Business Plan
Specialists do not work for the Greene County Extension Council but are essential members of the Greene County Extension team. The council can encourage specialists to plan programs with an eye toward revenue generation even though a portion will go to campus. Each activity to raise money must be weighed against the programming demands placed on specialists.
Proposed Timeline for Implementation of Plan First tier items — Work with administration on staffing and job expectations for specialists. Educate County Commission on funding needs of Extension and the benefit of Extension. Recruit active council members who can support this business plan. Work with regional director on funding opportunities for marketing and council development. Second tier items — Change the distribution of the Reaching Out Report. Get addresses for MU alumni and local Extension users for Friends of Greene County Extension. Request marketing monies. Third tier items — Continue to meet and dialogue with MU staff in continuing education about working on events in Springfield. Seek additional ways to educate the public about Greene County Extension and its funding needs.
Friends of the Greene County Extension This is a program designed to provide incentives to donors. This has the potential to generate significant dollars for the office. The office manager works with the CPD and council on donor relations and acknowledgement. This is not a role that can be filled by MU Extension specialists in Greene County based on current job descriptions. However, specialists can help in promoting this donor option at events. The “Friends of Greene County Extension” effort is designed for sustainability and long-term maintenance. There will be various giving levels within “Friends of Greene County Extension” developed by the council and staff. Possible donation levels on giving cards will range from $35 to $3,000. Action Steps 1) Use the Greene County Gift Fund that exists within the MU Development office. Getting access to these monies requires a vote of council and a letter from the council to campus. 2) Fundraising is not an effort that falls under the job description of existing MU Extension specialists. 3) Write grants and seek funds from the Community Foundation of the Ozarks, Mercy, Gannett and the county senior fund. 4) Educate members of the Greene County Extension Council on fundraising. 5) An arrangement has also been developed locally that allows donors to give junk cars that will then be auctioned off with the proceeds going to Greene County Extension. 6) Accept donations in the local office with the funds accounted for locally. As the program has developed over three years this is the primary touch point for most donations.
Updated October 28, 2015
Page 8
Greene County Extension Council Business Plan
Great Game of Business The Greene County Extension Council has a business plan in place. Does the Great Game of Business replace that business plan? The simple answer is “no.” The bottom line is that the Great Game of Business strengthens our business plan. The Great Game of Business is not a system. It is not a methodology. It is not a philosophy, or an attitude, or a set of techniques. It is all of those things and more. One of the misconceptions about The Great Game of Business is that it is synonymous with being financially transparent. While transparency is important, sharing financials is only a fraction of the entire process. GGOB includes financial education. It includes techniques that improve teamwork. GGOB can improve communication with staff and volunteers about an organization and its finances. GGOB games and “stakes in the outcome” do a lot to get all staff and volunteers involved and moving in the same direction and addressing the same concerns. Best of all, GGOB techniques make it possible to implement a business plan as a team and to focus on improving finances or addressing specific concerns or drivers in an organization. Best of all, by using the GGOB we can more quickly respond to new needs or changes in the business itself. The business plan is a large umbrella that explains the needs and outlines concerns as well as ideas for an organization to improve. GGOB is more like the engine that makes implementation possible and also does more to improve teamwork and communication than any business plan ever could.
What is the Great Game of Business The Great Game of Business, Inc. was established to help companies implement the open-book management practices outlined in the book The Great Game of Business. It is the educational wing of SRC Holdings Corporation in Springfield, where the business philosophy of openbook management was developed by its President and CEO, Jack Stack, more than 30 years ago. The Great Game of Business, Inc. is now the largest and most well-known resource for open-book management training and education.
How we Play Keep up with what Greene County Extension is doing to implement The Great Game of Business online at http://extension.missouri.edu/greene under the tab “Great Game.” Links are provided online to our minigames and other relevant information including a presentation on the Great Game of Business and Greene County Extension. The Great Game of Business provides a real opportunity to engage the entire extension staff and council in working together toward getting Greene County Extension back in the black and moving forward.
Updated October 28, 2015
Page 9
Greene County Extension Council Business Plan
Updated October 28, 2015
Page 10
Greene County Extension Council Business Plan
Updated October 28, 2015
Page 11
Greene County Extension Council Business Plan
Current financial documents for the Extension Council include current budgets and a financial history can be found on the local Extension website: http://extension.missouri.edu/greene A complete updated list of Extension specialists and assistants serving residents of Greene County can be found on the local Extension website: http://extension.missouri.edu/greene
Greene County Extension Office located inside the Springfield-Greene County Botanical Center 2400 S. Scenic Ave., Springfield, Mo. 65807 Tel: (417) 881-8909
Videos on YouTube Watch the videos posted to our channel at www.youtube.com/MUExtension417.
On Facebook Get regular updates about programs and news from Each “Reaching Out Report” is used by Greene County Extension specialists to concisely communicate activities, contacts and events to members of the Greene County Extension Council, Greene County Commission and residents of Greene County. For more about this report contact the editor, David Bur-
Online at http://extension.missouri.edu/greene Updated October 28, 2015
Page 12