By Anna Weis ’23 and Kira Schwarz ’22

It’s not lost on anyone that COVID-19 forced organizations to find new and innovative ways to engage in community outreach. Now that things are slowly going back to normal, many are taking inventory of what changes may have been for the better.

A 2022 study looking at the National Cancer Institute-Designated Community Outreach and Engagement (COE) Program found that their response to the pandemic, to prioritize rising issues in the community, ended up being a strength to them. Their ability to address topics outside of cancer prevention, such as mental health, immigration, and food security, allowed them to meet their community’s needs during desperate times.

The study concludes with a strong recommendation for NCI community outreach organizations to continue to stay in tune with the “dynamic priorities” of communities and to be flexible about social needs beyond their main mission of cancer prevention. We made a list of eight ways NCI did this, and how your organization can do this too. It’s clear that in light of COVID-19, the next big thing in community outreach is dynamic priorities – staying in tune with the shifting needs of community members.

• Give both virtual and in-person options for outreach.

Going online can reach larger audiences, but there can be challenges connecting with more vulnerable community members like elderly populations. Keeping up some in-person activities, such as delivering food, face masks, and following up with elderly members were a few ways that outreach organizations alleviated this.

• Incorporate information about emerging topics (mental health, student debt applications, etc.)

By being knowledgeable about the mission you’re advocating for, you have most likely established an audience that views you as a reliable source for information. Highlighting the facts about other prevalent topics is a great way to further educate the community while bringing awareness to your main cause.

• Invite experts to speak at sessions.

We can try our best to know about everything going on in the world, but at the end of the day, we can’t do it all without spreading ourselves too thin. When presenting new topics, leave it to the experts. Inviting guest speakers is a great way to connect your audience with a trusted (and interactive) source.

• Distribute information in more languages.

Spanish speaking populations were one of the groups most affected by COVID-19. From Spanish listening tours to multilingual fact sheets, NCI made a concerted effort to make sure that Spanish speakers could voice their needs and concerns to hospitals. Tearing down language barriers can make your materials more accessible and can make a world of a difference for the amount of people you reach in your community.

• Fund activities outside the scope of community organization priorities and mission.

NCI’s COE helped community organizations fundraise for local food pantries and for women’s shelters needing baby necessities. By addressing issues besides their main cause, more people were reached and more connections were made with other organizations.

• Maintain an ongoing dialogue to receive feedback and allow space for learning about dynamic priorities of communities.

COVID-19 forced improvisation, evaluation, and most of all, flexibility. Keep a pulse on the topics that are most relevant to the communities you’re serving by allowing an open platform for feedback. The best way to make sure you’re meeting your community’s shifting needs is through giving them a voice.

• Be prepared to shift resources

Again, it’s about being flexible. NCI’s COE aided other community organizations with fundraising campaigns beyond their own main mission for the betterment of the whole community. Keep an open line of communication with constituents to see what the emerging needs of the community are, and be open to collaborating with others!

NCI’s COE found that collaborating with others was the best way to respond to a crisis like COVID-19. By creating meaningful relationships, community organizations are able to band together to serve one common goal – helping people.

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