10 Tips - IP September/October 2006

10 Tips for attracting new cultural groups to park district, forest, preserve, converstans, and recreation agency programs

The demographics of the United States are rapidly changing, and the increasing cultural diversity of our communities reflects this national trend. For staff members of park districts, forest preserves, conservation and recreation agencies, this diversity has created the new challenge of providing services to community residents who are immigrants from unfamiliar cultural backgrounds.

Many recent immigrants, and even first generation Americans, are unfamiliar with the role of a park, recreation or conservation agency and are hesitant to register for programs. So, how do we get them to come? This article will provide practical ideas for building relationships with new cultural groups in your community and for increasing their participation in your programs.

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Tip #1: Focus on Building Relationships with Individuals
To build relationships with new communities, we need to build dationships with one person at a time. We can do this by introducing ourselves to community members in our neighborhoods, schools and churches. We can also visit cultural events, such as festivals, concerts and dances. By asking questions at their cultural events we begin to learn about their values and customs and establish rapport with some members of these cultural groups.

Tip #2: Identify Community Leaders

Immigrants generally depend on more experienced members of their cultural group to orient them to how things are done in the U.S. and to advocate for them. Identify these cultural group leaders and tell them that you are interested in building a stronger relationship between your agency and their community. Ask for their help. These leaders are likely to be in their churches, schools, social service institutions, cultural associations and clubs.

Tip #3: Publicize Your Agency's Programs

Discover how information is disseminated within the diverse cultural groups in your community. This may include foreign language newspapers or radio stations, church bulletins or school bulletin boards. Then, build familiarity with your agency's services by doing an interview, writing an article, posting announcements or putting up posters.

Tip #4: Learn From Other Community Institutions

Visit institutions within your community with large populations of the groups you want to attract. This will likely include the schools and health care centers. What have they learned about building positive relationships with these new residents? How have they communicated with these residents? How have they adapted their services to meet the needs of these groups?

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Tip #5: Learn From Other Agencies

Visit agencies in other areas with established populations of the groups you want to attract. What recreational activities are popular? Have they tailored sports programs, clubs or cultural programming to these groups? Do they offer ethnic crafts, music, dances, movies, cooking classes or heritage events? Do they hold bilingual theater groups, storytelling or poetry readings? Do they offer English as a second language classes or after-school tutoring?

Tip #6: Hire Diverse Staff

People go to institutions where they feel comfortable. If your agency's staff reflects the diversity of your community, then residents of all backgrounds will be more likely to feel welcome and that they belong at your facilities. Furthermore, staff members from recent immigrant groups can speak to members of their groups about your services, provide bilingual programs and coach you on tailoring your activities to the cultural practices of their groups.

Tip #7: Examine Ethnocentrism

As members of the dominant cultural group, we tend to view our cultural practices as right and expect newcomers to adapt to our ways. We can unintentionally send the message that at our agency things are done "our way or the highway." Though most immigrants expect to adapt to U.S. customs, this approach is uninviting. To change our approach, we need to discuss with our staffs the ambivalence we feel about including "outsiders" in our agency and decide whether we really are open to learning from newcomers about how they would feel comfortable participating in our programs and services.

Tip #8: Provide Cultural Awareness Training

Cultural awareness training increases the ability of staff to understand cultural differences and establish rapport with diverse community residents. The training also heightens awareness of the assumptions held about other cultural groups and teaches skills for demonstrating respect for unfamiliar customs.

Tip #9: Build a Cross-Cultural Service Environment

Educate your staff about the changing demographics of your community and why it is important to attract program participants from diverse communities. Generate a vision for a cross-cultural community service environment for your agency. Help your board members, management staff and employees understand their roles in creating an environment that meets the needs of all your residents. Assist employees in identifying how they will alter their individual jobs to promote diverse participation.

Tip #10: Create an Agency Inclusion Plan

Document the steps you will take to attract new residents to your agency. How will you learn about new cultural groups? Where will you go to meet members of these groups? How will you market your services to these groups? How will you evaluate your staffing needs? How will you prepare your staff to interact with newcomers? Put your activities on a timeline with specific results you intend to create. Then, measure your success. Catherine Popowits is president of Diversity Training & Consulting, Inc., a Chicago-based consulting firm that has provided diversity training and consulting services to a wide range of public and private organizations since 1990. Contact Catherine Popowits at 773-288-5232 or Catherine@diversitytraininginc.com.

Meet the Author at the Conference

Catherine Popowits will speak at the IAPD/IPRA Annual Conference. Catch her for the following sessions:

Session 1014

"Getting New Ethnic Groups to Come to Park District and Recreation Agency Programs"

Friday, January 26, 2007, 8:00 a.m. Toronto Room, Gold Level/West Tower and Session 1010

"Complying with the Changes in Human Rights Laws" Friday, January 26, 2007, 9:30 a.m. Toronto Room, Gold Level/West Tower

and

The Ethnic Minority Section

The Ethnic Minority Section (EMS) was created to provide support to other minority professionals and serve as an agent of change in the field of parks and recreation. Become a part of this movement by joining the EMS. For more information, contact IPRA's Professional Services Director Mike Selep at (630) 376-1911.

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