This article was adapted from a presentation by BerryDunn’s Art Thatcher and Lisa Wolff at the Joint Carolinas Annual Conference in 2023.
As parks and recreation agencies nationwide undertake the master planning process, a greater focus than ever is being placed on ensuring that all members of their communities have a say in the process. BerryDunn’s parks and recreation consultants have partnered with many clients in this area and we wanted to offer some tips on how to create equitable engagement with your community.
What is equitable engagement?
Equitable engagement is a framework for understanding why equity is meaningful, and consists of tools, strategies, practices, and processes to operate equitably, both internally and externally. It is an evolving resource and one based on the needs and desires of your community. It’s important to note that it is not a one-size-fits-all solution, and may not solve all issues related to equity.
Creating a comprehensive engagement strategy
Creating a comprehensive engagement strategy involves understanding your audience and identifying their preferences by crafting and tailoring experiences across multiple outlets. For many agencies, it may begin with the acknowledgment that previous efforts with engagement may or may not have been successful. It’s important to rethink your strategy with the goal of communication saturation—that is, finding ways to reach areas of your community that are hard to reach in traditional ways.
A proven way to ensure that the message is reaching everyone in an equitable way is through the mixed methods information gathering approach. This approach incorporates a wide range of communication channels through leveraging resources such as social media, email campaigns, events, and personalized content to foster meaningful interactions. This method alleviates bias in communicating only with certain groups of people (for example, online-only communication leaves out people who don’t regularly use computers in their day-to-day lives).
The great thing about the mixed methods communication approach is that you have the opportunity to think creatively, and ultimately there are many methods to choose from. Think about your community and choose the methods that will reach the largest number of people, ensuring you get a wide and diverse representation. Below are some options to consider:
In-person events
In-person events are a great way to meet community members where they are. You can host your own events, such as coffee breaks or town halls (both in-person and virtual) or get out to events that are already well attended, such as farmer’s markets, youth sports games, day camps, and seasonal events. You can also have comment or voting boxes set up at public meetings or other community events where people can provide their comments whenever it’s convenient for them.
Surveys
Mailed or email surveys to households in your community can be effective at reaching community members who are actively using park and recreation facilities, as well as those who are not. They provide accurate insights into community preferences, needs, and levels of satisfaction. Hearing from those who are not actively using your facilities gives you an opportunity to hear about why they aren’t, and potentially make changes to accommodate their interests. Valid surveys help to prioritize initiatives that resonate most with the community, ultimately enhancing participation and satisfaction in parks and recreation programs and facilities. It is important to note that you will need to ensure that the survey is statistically valid prior to acting on any recommendations and be sure to thoroughly analyze the survey results.
Stakeholder involvement
For situations where you are having a difficult time acquiring feedback from or access to certain segments of the community, the best approach is to find influential members of that community, or organizations that are trusted by the community, and partner with them. Their involvement fosters ownership and commitment, leading to representation of diverse perspectives from community members that leads to a more sustainable and effective outcome for planning and management of parks and recreation organizations.
Youth engagement
Given that a large proportion of your parks and recreation users are youth in the community, it’s important to engage directly with younger people to hear what they’d like to see offered. We’ve seen excellent examples of youth engagement. You can facilitate a program or pop-up activity to design their “dream park” using craft materials. You might be surprised to find great ideas from the youngest members in your community! You can also meet with day camp or after-school participants to ask questions and guide them through discussion.
Online engagement
Online or virtual engagement is an effective way to reach many people and may be the most convenient way for some to provide feedback, particularly those who work off hours or do not often visit places in the community. We frequently use online tools when we partner with clients on their community engagement efforts. One tool we have found helpful and easy to use is Social Pinpoint. It’s similar to a virtual bulletin board where people can answer questions by posting their feedback and ideas in a public forum where others can then upvote if they agree. Links to these types of tools can be housed on your website or you can use QR codes or short URLs and print them on promotional materials, such as postcards or posters.
While there are many ways to engage your community, finding the best methods is part of the process. BerryDunn’s experienced parks and recreation team partners with organizations across the United States to help them strengthen operations, innovate, and enhance services that benefit their communities. Our expertise includes strategic and master planning, cost recovery, feasibility studies, community engagement, and organizational and operational assessments for parks, recreation, and library organizations.
If you have questions about improving community engagement or questions about your specific organization, please reach out to our Parks, Recreation, and Libraries team. We’re here to help.