Playbook: diversity in action: follow these steps to launch a diversity initiative in your organization

Parks & Recreation, Oct, 2005 by Katie Grove Coffroad

Park and recreation professionals, citizen advocates, educators and students are increasingly called upon to step up diversity initiatives to address a multitude of targeted outcomes in their respective organizations. With careful and deliberate planning, diversity efforts can have a dramatic impact on the field and the communty.

Before launching any diversity initiative, it is imperative to have a clear understanding and agreement on what diversity is--and is not.

While there are many different definitions of diversity, most refer to the similarities, uniqueness and differences among individuals and groups of people. When asked to characterize diversity, most agencies typically focus on race, ethnicity, national origin, gender, age, abilities, religion, sexual orientation and veteran status.

Diversity is, however, much more. It is also about prior experiences, socioeconomic backgrounds, communication styles, physical characteristics, learning styles and all the other unique characteristics that make individuals distinct. To enhance the likelihood of success and meet expectations of key stakeholders when planning a diversity initiative, first define diversity and promote a broad definition of the word.

Perhaps one of the greatest inhibitors to successful diversity initiatives is an organization's desire to do too much all at once. Narrow your focus and make sure energies and resources are funneled toward priorities that will have the greatest impact in the community. As a guide, listed below are four common areas of focus for launching a diversity initiative, regardless of your organization type.

1. Data Collection--Some organizations determine that the first step in launching a diversity program is to gain a better understanding of the demographics and needs of their target populations. Population demographics change at a rapid pace, making it difficult to obtain current and accurate information for decision making. Organizations routinely launch data campaigns to collect current, trending and projected demographics to identify and developing targeted diversity initiatives geared to their needs.

2. Programming--Many organizations focus their diversity energies on developing, promoting, implementing and evaluating programs and services to address the ever-changing needs of the community. Current end users engaged in programs, facilities and services are not always representative of the total population at large. Are the programs, services and facilities offered well-suited to your diverse population? Have programs been adapted to reach out, attract and serve under-represented groups? How do you determine whether your programs and services are meeting the full range of needs in your community? These targeted programming initiatives represent a common approach when implementing a diversity program.

3. Governance and Staffing--Frequently, organizations focus diversity efforts on ensuring that members of their governance bodies and staff reflect the population served. Are governance and staff members informed advocates and supporters of issues in the community? Do they represent a blend of ethnicities, cultural backgrounds, abilities, age and gender that best serve their users? Do they understand the challenges and needs of unique community niches? Are they equipped with language skills to communicate with changing populations? Diversity efforts in this area may include training, education, communication and targeted recruitment campaigns to develop a highly diverse governance and staff contingent.

4. Suppliers/Vendors--Another area of focus for initiating diversity is the intentional solicitation and selection of vendors from diverse backgrounds. Some communities choose to structure purchasing arrangements to target female- or minority-owned businesses or secure services from employers who actively promote and engage in the employment of people with disabilities. Diversity efforts may include streamlining purchasing processes for diverse business owners and entrepreneurs and reaching out to traditionally under-represented vendors and suppliers.

Regardless of which area of the diversity landscape your organization chooses to pursue, it is wise to narrow your focus to maximize the chance for success. Once an area of focus is identified for pursuit, planning shifts into action. Working together, organizations and the populations they serve can reap the benefits of diversity in action by growing on personal, professional, social and economic levels.

Katie Grove Coffroad is NRPA's director of planning and administration, and has more than 20 years experience in organization development, human resources and planning.