A comprehensive needs assessment is the critical first step a coalition or organization must take in order to develop an effective and successful underage drinking prevention effort. This "Community How To Guide on Needs Assessment and Strategic Planning," details the elements of a needs assessment. Beginning with data, the booklet walks the reader through the process organizations must follow to obtain all the information they will need to determine the exact causes of underage drinking and the appropriate solutions to those problems.
To make the process easier, this booklet includes a sample data checklist that communities can use to determine what types of data are currently available and what data the community believes they will need to be effective in the future. Sample surveys are also available along with instructions for conducting a focus or discussion group with key members of the community.
In addition, this booklet describes the other needed elements including a review of current laws, regulations, policies and procedures governing underage drinking and a review of what is currently occurring in a community with respect to underage drinking prevention. Sample questionnaires in the areas of prevention, education, enforcement and media are included in the Appendix #1 so communities can quickly begin their assessment.
Once all the information has been completed, the booklet describes how to take what the community has learned and develop a strong strategic plan. The strategic plan worksheet in the Appendix #6 provides the outline that the community can use to develop their plan based on the information collected in the needs assessment process.
Implementing an underage drinking prevention project is like taking a trip. You need to know where you are going, why you are going there, and the best route to take to reach your destination. A careful, thorough needs assessment is the road map for change and provides the basis for a strategic plan which addresses specific problems that contribute to illegal underage drinking in the community.
The needs assessment process helps an agency, coalition or other entity determine the nature and extent of the underage drinking problem in a community and how the problem is perceived among diverse groups. Without a needs assessment, a strategic plan is really just a best guess. A strategic plan based on a comprehensive needs assessment can become a roadmap for change.
People who have worked on the issue of underage drinking for some time may believe that they understand the nature, extent and causes of the underage drinking problem and can substitute their knowledge for a needs assessment. In fact, sometimes even the most knowledgeable individuals are surprised by the results of a thorough needs assessment. Those surprises are among the many reasons why a needs assessment is vital before a community can develop effective, workable solutions to its underage drinking problem.
Home, school, community and media environments shape children’s attitudes
and behavior. Before it is possible to change young people’s behavior,
their environment must be reshaped and the attitudes and behavior of adults
and institutions around them must support appropriate decisions. Research
on prevention shows comprehensive programs that change the environment in
which people make decisions offer the greatest probability of success.
Prevention programs aimed at youth are not new. Traffic safety organizations
have been conducting youth anti-drinking and driving campaigns for a number
of years. The results of these efforts have been very successful and have
produced a 50 percent reduction in alcohol-related motor vehicle fatalities
involving youth over the last ten years. Unfortunately, statistics in communities
across America indicate there has been no similar reduction in youth drinking
in general. A comprehensive program examines all of the issues surrounding
underage drinking, including drinking and driving.
Drinking and driving among youth is a serious consequence of underage drinking,
but it is not the only consequence. Teen drinking is linked to vandalism,
rape and other crimes of violence, suicide, falls, boating and swimming accidents,
and other unintended injuries. In addition, teen drinking can result in reckless
sex, which can lead to teen pregnancy and exposure to sexually transmitted
diseases and the HIV virus.
Research conducted by the National Institute on Alcohol Abuse and Alcoholism
(NIAAA) found that young people who began drinking before age 15 were four
times more likely to develop alcohol dependence (alcohol addiction, commonly
known as alcoholism) than those who began drinking at age 21. The risk that
a person would develop alcohol abuse (a maladaptive drinking pattern that
repeatedly causes life problems) was more than doubled for persons who began
drinking before age 15 compared with those who began drinking at age 21.
Comprehensive underage drinking prevention projects approach the problem
of underage drinking from a public health perspective, combining enforcement,
education, public policy, media relations and other vital elements. They are
designed to change the social and legal environment within which young people
function and to create an environment which helps them stay alcohol-free until
they are 21.
Following is a list of some of the benefits that communities and organizations
can realize from conducting a needs assessment.
Comprehensive needs assessments achieve results because the solutions are
targeted at the real causes of underage drinking. With the needs assessment
in hand, proponents of the prevention program can explain and defend their
activities by describing their relationship to the actual problems. Proponents
also can demonstrate the basis for their plan when they request participation
or financial assistance from government agencies, corporations, foundations
or other potential supporters. Most funding sources insist that a project
is evaluated to determine its efficacy, and the information in a needs assessment
is the basis for a subsequent evaluation. As the program progresses and demonstrates
success, funders will be attracted to demonstrable change.
A completed needs assessment enables a community, agency or coalition to
more effectively utilize resources because solutions are targeted at the real
causes of the problem of underage drinking. Since resources for most organizations
are scarce, this targeting can help to achieve results without wasting precious
funding or time.
Programs become stale after a period of time. People get tired, particularly
if they are working for prevention without measurable milestones of success.
The activities and approaches that worked a few years ago may not now seem
quite as effective. A new initiative or a different twist on an existing program,
identified by a needs assessment, can be the energizer that gets people involved
and active once again. Consistent enthusiasm and involvement are always important.
If a project needs to obtain private sector funding, gain media attention
or advocate legislative change, energized coalition members are critical.
Media attention on an issue or problem can help galvanize a community to
take action. Articles in newspapers or stories on television can raise awareness
that the problem is serious and demands attention. This awareness makes it
easier for a coalition or organization to attract members, obtain funding
or change community norms that promote underage drinking. A good needs assessment
is full of information, backed by solid statistics, and convinces the media
the problem of underage drinking is a story worth covering.
Programs or activities that have been in existence for some time always need
reexamination to determine whether changes in the community or society in
general continue to make the effort relevant. A needs assessment is a good
tool to determine what is and what is not working. For instance, if a coalition
has been addressing the problem of underage drinking through a school-based
video education program, but find in a focus group with young people that
the majority of young people find the video boring or laughable, it is probably
time to find another approach. However, if the coalition is testing the concept
of a peer education program and finds that young people respond positively
to the approach, then the group may want to replicate it throughout the community.
One of the best ways to make people feel valued is to ask their opinion.
The needs assessment gives people an opportunity to express their own views,
relate their experiences and to help collect information from other members
of the community. Coalition members can be trained to distribute and collect
surveys, for instance.
The importance of conducting a needs assessment may seem obvious. The reality, however, can be much more challenging. The most commonly heard complaints about a needs assessment include the following:
"Why aren’t we doing something? We already know what the problems are."
"We just need to enforce the law -- arrest underage young people who buy and close down retailers who sell."
"I’m a member of too many groups who do nothing. I don’t have time to participate in this group if all we’re going to do is talk about the problem."
Completing a needs assessment takes time. Collecting data and researching
attitudes behind the numbers through focus or discuss groups can be a lengthy
process. When busy people hear your group will be spending six months to a
year researching the issue of underage drinking, many of them may head for
the door. Following are some suggestions for overcoming any unwillingness
to conduct a needs assessment.
The elements of a needs assessment, which are discussed in the next section, include gathering data, reviewing that data, distributing surveys and conducting focus or discussion groups. All of those elements require someone to take an action, so rather than presenting the needs assessment as a research-based activity, present it as an action-based one that will require the involvement of all members of the coalition or organization.
Involve members of the coalition in obtaining information for the needs assessment.
Some members of the coalition, such as law enforcement, will obviously be involved in collecting data, but others can also help gather data and information. For instance, courts may have data on alcohol involvement in juvenile crime and hospital emergency rooms may have data on the number of underage youth whose injury involves alcohol.
Nearly all funding sources, whether a government agency, private foundation
or company or non-profit agency, want to know their money is needed and will
be well spent. A good evaluation plan is now central to almost all funding
requests. A needs assessment will provide the baseline information that clearly
outlines the need for the funding as well as providing the basis against which
all future action can be measured.
People in your coalition or group may be more willing to participate in a
needs assessment if they know there is a definite end date and a goal to work
toward. A media event is good way to wrap up the process as well as gain attention
for the issue of underage drinking. It also gives people an activity in which
they can participate and keeps them focused on obtaining good data and information
since it will be released to the general public.
A comprehensive needs assessment includes the following:
In order to be successful in both the short- and long-term, a needs assessment
must be comprehensive. In some areas, it may be difficult to collect all of
the suggested data, but it is important to collect as much as possible. As
the project progresses, a trend report can be prepared on a yearly basis either
to show progress on reducing underage drinking or to demonstrate the need
for further action. Following are some suggested activities to help your coalition
or organization complete a successful needs assessment.
Data plays an important part in the comprehensive needs assessment process. The role of data includes the following:
Underage drinking data is available from several sources including the following:
Following is a listing of suggested data that is part of the Appendix #1, the Community Assessment Package. Coalitions and organizations can use the Community Assessment Package, which lists many underage drinking data sources, when conducting their needs assessment. Many states and communities have embraced the "risk and protective factor" model for prevention pioneered by Dr. David Hawkins and Dr. Richard Catalano at the Social Development Research Group at the University of Washington. Assessing a community’s risk and protective factors is also part of the groundwork of a needs assessment. Appendix #2 is a listing of Risk and Protective Factors, and information on contacting the Social Development Research Group is located in the Resource Section.
The more data that can be collected, the more effective the plan to reduce underage drinking. However, an inability to collect data is also important information because it may mean the coalition or organization needs to establish a more effective data collection system as part of their strategic plan.
The data that the organization is collecting can be divided into several
broad categories, which include the following:
Demographics
Highway Safety Data
Liquor Law Violations (youth and adults)
Liquor Licensee Information and Sales to Minor Violations (liquor licensees)
Sales to minor violations are those assessed against liquor licensees that violate the state’s and/or locality’s liquor laws and regulations.
School Data
Criminal Justice Data
Injuries and Deaths Involving Alcohol (other than those involving motor vehicles)
Alcohol Treatment
After data is collected, the local findings can be compared with national data such as NHTSA’s "Youth Fatal Crash and Alcohol Facts" report and the annual "Monitoring the Future" survey conducted by the National Institute on Drug Abuse to determine how a particular community compares to the national sample. Local data can also be compared with statewide data or data from other communities within a state or region.
Also, it is important to remember the coalition or organization has not failed
if it cannot obtain the data or has a difficult time in finding the right
information. The lack of data or an inability to obtain the data is useful
for a strategic plan where the group may recommend changes in the ways in
which data is collected and made available to the public. The important point
is to attempt to collect the information and a report on what was learned
from the experience. The involvement of police departments, the justice system,
hospital/health care personnel in the coalition or organization can also help
with the data collection process (See Community How To Guide on Coalition
Building).
Youth surveys
Contact the public school system(s) in your community and local colleges and universities to determine whether they survey students or adults regarding drug and alcohol use. Some schools (secondary and higher education) survey students about alcohol use as part of broader substance abuse or behavioral studies on an annual or biannual basis. In some states, statewide substance abuse prevention agencies or health departments may collect local and statewide data. Information on several national youth surveys, including the Youth Risk Behavioral Survey conducted by the Centers for Disease Control (CDC), the Harvard School of Public Health College Alcohol Study and PRIDE surveys, are located in the Resource Section of this booklet.
If appropriate information is available, it may become part of the needs assessment and serve as a baseline against which future surveys can be compared. Appendix #3 is a sample Youth Questionnaire on Underage Drinking.
The Pacific Institute for Research and Evaluation (PIRE) has developed a
publication called "Guide to Conducting Youth Surveys" that "provides
the background and rationale for [youth] surveys as well as practical, step-by-step
instructions for administering them." Included are several surveys as
well as a sample report once the information has been analyzed. The publication
was developed as part of the Office of Juvenile Justice and Delinquency Prevention’s
(OJJDP) Enforcing Underage Drinking Laws Program and is available at no cost.
Information on obtaining the guide can be found in the Resource Section.
Donated survey research services
Professional polling, advertising or market research organizations and colleges
and universities commonly charge thousands of dollars to conduct statistically
accurate surveys. If such an organization exists in your community, you can
ask them to consider donating their services as a public service and as a
means for generating positive public relations. If not, the coalition or organization
may wish to draft a funding proposal for a local foundation. Many foundations
are interested in research-based activities and programs. If none of these
avenues is available, it is still possible to obtain valuable information
about the attitudes and behavior of adults and youth by using coalition members,
staff or graduate students.
Scientific surveys
The Washington Regional Alcohol Program (WRAP), through the University of Maryland, conducted both a youth survey and a household survey of adults to assess attitudes and behavior toward underage drinking in the greater Washington, DC metropolitan area. Washington-area school systems were unable to provide appropriate data, but WRAP conducted a "street" survey of youth. Volunteer questioners went to places where youth congregated (malls, movie theaters, and concerts) to ask questions about their attitudes and behavior. Questioners also conducted a survey of households by telephone, and asked additional questions of adults who were parents or guardians of underage youth. Funding was provided for both of these surveys.
Surveys of adult and youth can be instructive for an organization planning
an underage drinking prevention program. WRAP and other organizations have
discovered, for instance, that there are striking differences on what parents
know and believe about their children's drinking and what youth actually report.
For parents ignorance is not bliss, it is dangerous. Data and survey information
can help to break down this wall of ignorance.
Market surveys
If your budget is not sufficient to conduct a scientific survey of either youth or adults, a market survey can provide valuable information. Although not based on representative samples and statistically precise measures, a market survey can help to elicit information about attitudes and behavior regarding underage drinking among key groups. (Appendix #4 is a sample Market Survey or Adult Questionnaire on Underage Drinking.) As noted in the section on barriers to needs assessments, volunteers can be mobilized to distribute surveys at local malls, movie theatres, restaurants, recreational facilities, churches and other places where potential respondents gather.
If the coalition or organization is unable to obtain any survey information
on youth and adult attitudes toward underage drinking, it is not a failure.
The need for such information should be included in the needs assessment and
considered as a possible action step in a strategic plan.
A public policy review includes an examination of the following:
Laws and regulations
One of the reasons the anti-drinking and driving movement has been successful is because citizen activist organizations like Mothers Against Drunk Driving (MADD) enlisted public support and campaigned to make the laws against drunk driving stronger. A review of your own state’s or locality's laws and regulations on underage drinking may reveal some inadequacies or gaps that require new legislation or modifications.
In other cases, existing laws may not be easy to implement or may be so confusing that law enforcement officers refrain from using them. For instance, the state of Maryland code had three statutes concerning the use of fake IDs. The statutes, however, were so confusing that police officers were reluctant to write citations in fear of being humiliated by judges in court because they had misconstrued the laws. The Maryland Underage Drinking Prevention Coalition worked with law enforcement officers and legislators to develop and pass clear new legislation which officers can use with confidence.
Information on laws is available through most public libraries and on "Thomas" in the Library of Congress web site. An attorney in private practice, a state or county attorney, a police department or the state’s alcohol beverage control agency can also provide you with information about the local laws, which regulate underage drinking. The Community How to Guide on Public Policy also includes a state-by-state review of major underage drinking laws. This does not, however, include every law and does not reflect state and local regulations.
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Understanding the entire legal background of underage drinking — including
the penalties for breaking the law — requires a review of federal, state
and local laws pertinent to these areas. If a law seems flawed or inadequate,
there are many resources for obtaining examples of successful legislation
in other states and communities. National organizations dedicated to drunk
driving and underage drinking prevention, including the National Highway Traffic
Safety Administration (NHTSA), MADD and the National Committee on Uniform
Traffic Laws and Ordinances (NCUTLO), may also be able to direct a community
to sources of model legislation. A list of these organizations is included
in the Resource Section of this booklet.
Policies and practices of public institutions
Public institutions that deal with youth, such as a school system, college or university, or police department, have established policies and formal and informal procedures. For instance, the policy of the local school system may be to prohibit alcohol use on school grounds, but what is the policy with respect to a student athlete who uses alcohol off school property and not during a school function? If this alcohol use is brought to the attention of school authorities, are the athletes suspended from playing on the team? Allowing a young person to continue participating in a school-sponsored event, even when they have broken the law, sends the wrong message to the student population as a whole.
As part of a needs assessment, it is useful to determine the actual practices of public agencies charged with enforcing the law or regulating the sale of alcohol. How are the penalties for breaking underage drinking laws applied? Sometimes juvenile justice authorities, judges or liquor license authorities do not apply the available legal penalties. Consequently, offenders do not take breaking the law seriously. Also, is training available for law enforcement and alcohol servers?
Project Extra Mile in Omaha, Nebraska, for instance, found that penalties assessed to retailers who were cited for alcohol sales to minors were weak, making the law ineffective at preventing underage drinking. As a result, the project mounted a legislative effort to strengthen the penalties imposed upon retailers who break the law.
Many communities have also found that police officers do not aggressively
enforce underage drinking laws because the young people they cite receive
little or no punishment from the juvenile justice system. Often young people
who have been charged with underage drinking offenses are diverted out of
the system or receive minimal fines or light community service, thereby negating
the action taken by the police.
Examining not only the policy, but also the actual practices can reveal opportunities
for positive change.
Alcohol advertising and alcohol sponsorship of public events
A review of billboards, window signage in retail establishments, the concentration of liquor establishments in a given area, the location of liquor establishments near schools and alcohol advertising in college and university publications may reveal needed changes in public policy. For instance, in many urban areas, liquor establishments may be located near schools thereby exposing young people to alcohol advertising on a daily basis. Data on crashes and crimes related to underage drinking can be examined geographically to determine whether these events happen in and around places that advertise alcoholic beverages.
In Detroit, MI, a local coalition formed by a member of the City Council conducted a review of billboard advertisements throughout the city and found a concentration of ads promoting alcohol in poor neighborhoods. The group publicized their findings, which lead to a reduction in the number of billboards featuring alcohol advertising.
Alcohol sponsorship of public events, particularly those where young people
are present, is also another area for underage drinking prevention coalitions
to examine. In New Mexico, a local group was successful in banning alcohol
for one day at the State Fair. In the District of Columbia, alcohol is now
prohibited at the city’s major Latino festival. Despite predictions that
the event would die without alcohol, it is flourishing and law enforcement
reports fewer arrests and problems.
Before proposing activities for the coalition or organization to undertake, it is useful to determine whether similar activities are already underway. This is a much more effective use of limited resources and enables the coalition or organization to learn from the experience of other organizations. A review of current programs also will determine where gaps exist so efforts can be targeted at the areas of greatest need.
The community assessment package in the appendix includes a list of questions for coalitions to answer, which will help them understand what is currently being accomplished in the areas of enforcement, prevention, education, public policy, and media.
In addition to responding to the questionnaires, coalitions should contact all relevant agencies and organizations including the following:
In Fredericksburg, VA, Juvenile Court Judge J. Dean Lewis sponsored a "Day of Discovery," to determine the types of prevention programs available for youth in the area. All relevant agencies, organizations and groups in the community were invited to attend to describe their program and what it offered. As a result of the meeting, a Drug and Alcohol Task Force evolved and subsequently developed a Youth Resource Directory to let the community know what was available to them.
This review may reveal there are many appropriate programs and activities
that are not well publicized. As part of its strategic plan, a coalition might
resolve to publish a monthly calendar of alcohol-free events. In Montgomery
County, MD, "Drawing the Line on Underage Alcohol Use" published
and distributed a monthly calendar with support from a local hospital and
a local health maintenance organization. The calendar was distributed to schools,
libraries, recreation centers, grocery stores, record stores and other sites.
Exploring the "why" behind the numbers is just as important as collecting the data. Determining that few liquor law citations are being assessed by the local police department does not tell the whole story, for instance. There may be reasons why the police are not citing youth for violating the state’s liquor laws. The group planning an underage drinking prevention program needs to know that information.
The Safe and Sober Youth (SASY) organization in Chesterfield County, Virginia found during their needs assessment that few youth were being cited for liquor law violations. In addition, the numbers for those whose license had been suspended or arrested under the state’s Use/Lose Law were low as well. In a discussion group with local law enforcement, the coalition learned officers were reluctant to arrest youth because of the time and effort involved in dealing with juveniles. Often officers were forced to "baby sit" the young people until a parent or guardian could come and take the youth home. This took the officer away from his or her regular duties and placed a hardship on the department.
With that information, the coalition could work with police to help streamline procedures or to create "holding" centers where police drop youth off after they have completed the legal process. Information on establishing a juvenile holdover program is available from the American Probation and Parole Association, which is listed in the Resource Section.
A focus group is a process for eliciting comments, opinions and perceptions about a particular product, idea or problem. Many major corporations use focus groups to test their products before they are introduced to the general public. In the case of an underage drinking prevention group, members of key groups within the community and the coalition should be asked to participate in a focus group session. Target groups include the following:
An underage drinking prevention coalition or organization should try to obtain views from at least five of the target groups listed above. Opinions from law enforcement, youth and parents are critical in a comprehensive needs assessment and every coalition/organization will need to target these groups. During these sessions, participants should be encouraged to express their specific concerns about underage drinking in the community as well as their recommendations for solutions.
Market research firms, public opinion pollsters and advertising agencies often have staff members who specialize in conducting focus groups, but their fees may be prohibitive for non-profit organizations and government agencies. Sometimes services will be donated if a coalition asks for help.
Prevention organizations and coalitions without substantial budgets for research, however, can obtain the information they need, through a combination of imagination, willingness to learn and networking.
Ideally, local colleges and universities should be participants in the coalition. These institutions may offer classes or programs in which students learn how to conduct focus groups. Check with the college's public relations, marketing or health departments, since focus groups are used to pre-test many products and to ascertain the extent of many social and health problems.
A college in your community may be willing to train project staff or coalition members in focus group techniques. The Center for Substance Abuse Prevention (CSAP) also has produced a focus group guide, which is available through the National Clearinghouse on Alcohol and Drug Information (NCADI). Contact information for NCADI is listed in the Resource Section of this booklet.
Leading a focus group requires special attributes and some people may not be appropriate group leaders. The techniques employed differ from those used to lead a group discussion or to chair an organization. An ideal focus group moderator has the following characteristics:
At least two moderators should be available for each focus group. One moderator should lead the group and ask questions while the other takes notes during the meeting and observes participants' body language and expressions, which can be helpful cues when the results of the focus group are interpreted later. Although good notes are vital, focus group sessions should also be taped so that the information that is analyzed is verbatim and it is possible to confirm information.
Following the focus group, request that an individual from the college, university or marketing company assist in analyzing the information and drawing conclusions. Proposed solutions should be considered and perhaps included in the strategic plan, if the planning group determines that they are reasonable proposals for improving conditions or resolving specific problems.
If the coalition or organization has tried to find someone from a college, university or marketing company to assist them with the focus group and were unsuccessful in obtaining help, a less formal process, called a discussion group, can be used.
A discussion group is like a focus group but not quite as rigid. Individuals from each of the targeted groups are asked to attend a meeting to offer their opinions. Although not as scientific as a focus group, the information can still be relevant to a needs assessment and useful in developing a strategic plan. The same questions used for a focus group can be used for a discussion group. Appendix #5 lists some sample Focus Group Questions.
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Introductions and warm up
Explain the purpose and ground rules of the focus group.
Develop a list of questions about underage drinking you would
like answered.
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Young people's views on underage drinking can be obtained either through a separate focus group or at a conference. In the Washington, DC metropolitan area, the WRAP project sponsored a "Youth Congress" at the U.S. Capitol where youth from throughout the region debated the issue of underage drinking and developed their own recommendations for solutions. MADD also conducted a National Youth Summit on Underage Drinking Prevention in Washington, DC that brought together young people from every Congressional District in the United States. These young people debated the issue of underage drinking and developed recommendations, which were delivered to every member of the U.S. Senate and U.S. House of Representatives. A community does not, however, have to undertake a youth event on such a grand scale in order to obtain valuable information.
Involving youth in the needs assessment process gives the process credibility since the people who are affected by the problem are directly involved in the process of developing solutions. Young people can also provide a realistic picture of what is happening in a community with respect to underage drinking. Adults may view current enforcement levels as adequate, but may reevaluate their position when young people tell them alcohol is readily available.
The following are some steps for organizing a youth conference:
A guide for implementing a youth conference, "TeamSpirit" is available from NHTSA.
Whatever process is selected, it is important to actively involve youth from
the beginning of the process in order to achieve maximum buy-in and support
from the people most affected by the problem of underage drinking.
The strategic plan is the vehicle for success. Once a needs assessment is complete, the next step in developing a comprehensive prevention program is to bring people together and agree on appropriate solutions. The planning process requires three steps:
During the strategic planning process, coalition members will define goals, identify measurable objectives and develop action steps to reach these goals and objectives.
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If the coalition is broad-based and diverse, reaching consensus can be difficult
and time consuming. It sometimes helps to ask coalition members to use a ranking
system when they are trying to prioritize ideas. Before beginning the strategic
planning process with members of the coalition, however, it is important for
the project staff to determine their own goals and objectives for the project.
If the project staff is unfocused and cannot decide what is and what is not
important, it will be impossible to communicate with the coalition and assist
them in reaching consensus. Following is an outline for a strategic planning
process.
The first thing every coalition or organization needs to do is to determine why it exists — that is, to determine its mission. If the group does not know why it exists, it cannot be effective. Mission statements should be brief and succinct. They are useful for the following reasons:
Questions the group should ask when drafting a mission statement include the following:
Sometimes, organizations can get bogged down in developing a mission statement. Make certain that does not happen to your group. Appoint a small committee to develop a mission statement and set a timetable for completion. Have the committee present the proposed mission statement to the full coalition and organization.
Following is an example of a mission statement for an underage drinking prevention coalition.
The ABC Coalition was formed to reduce underage drinking by creating a clear
community consensus that underage alcohol use is illegal, unhealthy and unacceptable.
The strategic plan is based on the information obtained through the needs assessment process including all data, surveys, focus/discussion group reports, information gained through the public policy review and the review of current underage drinking prevention programs. In order to achieve the greatest buy-in and support from the community, involve all members of the coalition or organization in the strategic planning process. This can be a challenging process, but worthwhile to achieve community ownership of both the problem of underage drinking and the solutions.
To start the needs assessment review, the facilitator may call on individuals in the coalition/organization to report on the findings (using the data checklist and questionnaires in Appendix #1), to determine where the problems exist. In developing a problem statement, based on the needs assessment, an organization may want to list problems by subject area including enforcement, prevention, education, and public policy.
Under enforcement, for instance, list all the enforcement related data including drinking and driving, liquor law violations and sales to minor violations as well as information obtained through focus/discussion groups with police officers, alcohol beverage control officials, juvenile justice officials and the courts. Also list any information pertaining to enforcement from surveys and the Enforcement Questionnaire. Remember, what is included in the strategic plan must relate back to the needs assessment.
This needs assessment review, particularly if completed by subject area, should help the group focus on the goals of the strategic plan.
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Goals are broad, general statements describing what the project or group wants to accomplish. They are not the specific activities or action steps. Objectives and action steps are the activities to help the project accomplish the goal(s) and ultimately achieve the group's mission. Following are examples of underage drinking goals:
Reduce underage drinking by enforcing underage drinking laws and regulations.
Educate youth and adults on the serious consequences of underage drinking.
Objectives describe the intermediate steps that help accomplish the broader goals. They are written to articulate what the program is intended to do and should be measurable to assess progress toward the goal. They should be specific, attainable and timely. The objectives become the foundation for program development and evaluation. If they are not clear and "actionable," the program may be unfocused and ineffective. Objectives are not action steps. They do not talk about the specific steps the project will take.
Both goals and objectives should be realistic. No one wants their program to be considered a failure because of unrealistic expectations. For example, it is generally impossible to achieve a goal of 100%. If assigning percentages to an objective, go back to the needs assessment and determine how much improvement can be realistically achieved over the next two to three years.
For instance, if the goal is to reduce underage drinking by enforcing underage drinking laws and regulations, several suggested objectives could include the following:
By October 200x, increase by 10% the number citations given to youth that violate the state’s liquor laws.
By October 200x, decrease by 10% the number of retailers that sell alcohol to minors (as determined by compliance checks. See Community How To Guide on Underage Drinking Enforcement).
Both of these objectives are measurable. A percentage of increase or decrease
is given along with a date to enable the coalition or organization to determine
whether their actions have been successful.
These are the specific steps an organization will take to accomplish the objectives. Often people will first develop action steps or activities before defining a goal and objectives. It is important to follow the strategic planning process from mission statement, to goals, objectives and then action steps.
For example, if the objective is to decrease the number of retailers who sell alcohol to minors, the action steps may include the following:
Conduct compliance checks on a monthly basis.
Publish the names of the retailers that violate the law.
Determine the punishment given to retailers who are sited for sales to minor violations to insure it is sufficient and consistently applied.
Conduct server/seller training sessions.
Every suggested goal, objective and action step should be written down, but it does not mean the coalition will be able to accomplish everything in one year. Once the strategic plan is written, the coalition must prioritize short and long-term goals, objectives and action steps, and realistically determine what can be accomplished.
To assist the organization in developing priorities, it is a good idea to develop a management/ staffing plan and time line. This will enable the coalition/organization to track the implementation of the strategic plan and determine if there are sufficient resources to accomplish the tasks. A detailed work plan includes each goal and objective, followed by specific task assignments in each category. Each task assignment is then assigned to a staff member, volunteer or board member along with target dates for completion. A separate column should list the date the task was completed. The timeline and work plan should be reviewed and updated regularly. Appendix #7 is a sample Work Plan and Timeline.
Since most coalitions have limited paid staff, organize committees and assign
coalition members to chair committees based on the goals of the strategic
plan. Each committee can develop a work plan and time line in their goal area
and report back on progress to the full coalition. This will increase the
buy-in and support for the strategic plan as well as spreading the workload.
Conducting a comprehensive needs assessment and developing a needs-based strategic plan is the only way a coalition/organization can truly be effective in reducing underage drinking in both the short and long-term. Implementing a series of activities without knowing whether they will be effective is a waste of time and resources. It will not accomplish the ultimate goal of reducing underage drinking and its dangerous consequences. Examining the problem and then developing solutions that actually address the problem is the right path to success.
The following documents are designed to assist communities in determining the nature and extent of their underage drinking problem. This self-assessment should be completed as part of a comprehensive needs assessment, which will be used in the development of a strategic action plan.
These key areas reflect the elements of a comprehensive underage drinking
prevention project, which will enable a community to develop a strategic plan
that positively addresses the problem of underage drinking in both the short-
and long-term.
1. COLLECT DATA FOR A NEEDS ASSESSMENT
Attached is a listing of the various data elements, which the coalition/organization
should attempt to collect. If data is not available or is very difficult to
obtain, the coalition should indicate this fact and discuss whether collection
of the data should be included in the strategic plan.
2. DEVELOP A STRATEGIC PLAN THAT IS BASED ON THE INFORMATION COLLECTED IN THE NEEDS ASSESSMENT.
Attached area series of questionnaires reflecting the key elements of a comprehensive plan:
Respondents should answer these questions as best they can and indicate where the information was obtained (data, surveys, focus groups, personal opinion).
By developing goals, objectives and action steps in these key areas, coalitions can begin the process of environmental change regarding the policies, programs and procedures that affect a community’s attitude and behavior toward underage drinking.
The following is a comprehensive list of all possible data sources. The more information that can be gathered, the more comprehensive the needs assessment. However, if the data is unavailable or difficult to obtain, indicate that fact and move on to other questions. Consider collecting the data as part of a strategic plan at a later date. Distribute the checklist to members of the coalition/organization or key members of the community and request their assistance.
A. Demographics
1. Population
Total population of city/county/area (circle one) _________________
Don’t know/unavailable _________________
2. Ethnic breakdown (by %)
White _________________
African American _________________
Hispanic _________________
Asian _________________
Native American _________________
Other _________________
Don’t know/unavailable _________________
3. Under 21 youth
Number of youth (ages 0-14, 15-20) _________________
% of the total population _________________
Don’t know/unavailable _________________
Source: Census Bureau (Census data is available in any public library or can be obtained via the Internet at www.census.gov)
4. The number of licensed drivers who are under 21 and what percentage of the total number oflicensed drivers they represent.
Number of licensed drivers under 21 _________________
% of total licensed drivers _________________
Don’t know/unavailable _________________
Source: State motor vehicle licensing agencies
B. Highway safety data
1. Drinking and driving
Number of zero tolerance citations _________________
Number of underage DWI/DUI arrests _________________
Number of underage DWI/DUI convictions _________________
% of total DWI/DUI arrests _________________
% of total DWI/DUI convictions _________________
Don’t know/unavailable _________________
Source: Police departments, state highway safety agencies, courts
2. Motor vehicle alcohol-related crashes
Number of underage alcohol-related crashes __________________
% of total alcohol-related crashes __________________
Don’t know/unavailable __________________
Source: Police departments, state highway safety agencies
3. Motor vehicle alcohol-related injuries
Number of underage alcohol-related injuries __________________
% of total alcohol-related injuries __________________
Don’t know/unavailable __________________
Source: Police departments, state highway safety agencies, hospital emergency rooms, health departments
4. Motor vehicle alcohol-related fatalities
Number of underage alcohol-related fatalities __________________
% of total alcohol-related fatalities __________________
Don’t know/unavailable __________________
Source: Police departments, state highway safety agencies, hospital emergency rooms, health departments
5. Driver license suspensions/revocations for underage consumption, purchase or possession
Number of license suspensions for alcohol-related motor vehicle offenses _________________
Number of license revocations for alcohol-related motor vehicle offenses _________________
| Don’t know/unavailable _________________
Source: State motor vehicle departments/agencies, provided the state’s underage drinking laws include a licensing action.
C. Liquor Law Violations
Liquor law violations, which may be referred to by another name, indicate any acts committed by an underage youth or an adult in violation of the state’s and/or locality’s liquor laws and regulations.
Citations for underage attempts to purchase __________________
Citations for underage purchase __________________
Citations for underage possession __________________
Citations for underage consumption __________________
Citations for underage possession or use of a fake ID __________________
Citations for adult purchase for and/or providing alcohol to a minor __________________
Don’t know/unavailable __________________
Source: Police departments, state alcohol beverage control agencies, courts
D. Alcohol Sales
Includes retail liquor establishments, restaurants, bars or any other licensed
alcohol venue that sells alcohol to a minor.
Number of sales to minors __________________
Number of license suspensions for sales to minors __________________
Number of license revocations for sales to minors __________________
Don’t know/unavailable __________________
Source: Police departments, state alcohol beverage control agencies
Number of retail outlets __________________
Number of alcohol beverage control agents/inspectors/police officers __________________
Don’t know/unavailable __________________
Source: State alcohol beverage control agencies
E. School Data
Number of alcohol-related suspensions, expulsions and other events __________________
Number of alcohol-related incidents of vandalism and campus disruptions __________________
Don’t know/unavailable __________________
Source: School systems, colleges and universities, campus and local police departments
F. Criminal Justice Data
Number of parties to which police were called because of underage drinking __________________
Don’t know/unavailable __________________
Source: Police departments
Underage alcohol involvement in cases involving
Vandalism, property damage, rape, robbery, assault, murder, etc. __________________
Don’t know/unavailable __________________
Source: Courts, juvenile services, police departments including any campus police departments, probation and parole, hospitals, health departments
Alcohol-related incidents on college campuses including
Rapes, robberies, assaults, property damage, etc. __________________
Don’t know/unavailable __________________
Source: Colleges and universities, hospitals, health departments
G. Injuries and Deaths Involving Alcohol (except those involving motor
vehicles)
Recreational injuries or death where alcohol was a factor.
Swimming __________________
Boating __________________
Climbing __________________
Roller blading, skate boarding __________________
Biking __________________
Walking __________________
Don’t know/unavailable __________________
Source: Hospital emergency rooms, emergency medical systems (EMS), hospital inpatient and discharge data, hospital financial data, police departments
Underage youth alcohol-related emergency room admissions/EMS data __________________
Don’t know/unavailable __________________
Source: Hospital emergency rooms, insurance companies
H. Alcohol Treatment
Number of beds for underage youth __________________
Number of beds filled by underage youth __________________
Number of alcohol-related admissions __________________
Waiting list for admission or other indication of need __________________
Don’t know/unavailable __________________
Source: State alcohol and other drug abuse treatment agencies
I. Prevention Initiatives
Number of parent programs __________________
Number of alcohol-free programs and activities for youth __________________
Number of substance abuse prevention organizations __________________
Number of youth substance abuse prevention organizations (SADD etc) __________________
Don’t know/unavailable __________________
Source: School systems, state substance abuse prevention agencies
Youth behavioral risk survey is available _______________ Yes
Youth behavior and attitude toward alcohol use survey is available _______________ Yes
No surveys available __________________
Source: State Departments of Health, secondary school systems, colleges and universities, and other groups such as PRIDE.
PDF — Enforcement Questionnaire
The following is a list of questions on the nature of underage drinking enforcement in the community. The more information that can be gathered, the more effective the strategic plan. However, if the answer to the question is unknown or difficult to obtain, indicate that fact and move on to other questions. Distribute this checklist to members of the law enforcement community, including alcohol beverage control agencies.
PDF — Prevention Questionnaire
The following is a list of questions on the nature of prevention programs in the community. The more information that can be gathered, the more effective the strategic plan. However, if the answer to the question is unknown or difficult to obtain, indicate that fact and move on to other questions. Distribute this checklist to members of the coalition who work in the prevention field or key members of the community and request their assistance.
The following is a list of questions on the nature of education in the community.
The more information that can be gathered, the more effective the strategic
plan. However, if the answer to the question is unknown or difficult to obtain,
indicate that fact and move on to other questions. Distribute this checklist
to members of the coalition who work in the education field or key members
of the community and request their assistance.
The following is a list of questions on media coverage of the underage drinking
issue in the community. The more information that can be gathered, the more
effective the strategic plan. However, if the answer to the question is unknown
or difficult to obtain, indicate that fact and move on to other questions.
Distribute this checklist to members of the coalition who work in the media
or key members of the community and request their assistance.
PDF — Risk and Protective Factors form
PDF — Youth Questionnaire on Underage Drinking
Background Information
1. What was your age on your last birthday
___________ < 14 ___________
18-20
___________ 15-17 ___________ 21+
2. What is your sex?
___________ Male ___________
Female
3. What is your race/ethnicity?
___________ Asian ___________
Hispanic ___________ Other
___________ African-American
___________ White ___________ Refused
4. Where do you live
______________________________ Name of city/town
____________________________________ Name of
county
Use of Alcohol
5. Have you ever had alcoholic beverages like beer, wine, wine coolers or
liquor?
___________ Yes
No (skip to question 18)
6. About how old were you the first time you drank alcohol, not counting
sips you might have had as child from an older person’s drink?
___________ years old
7. How often do you drink alcohol?
___________ At least once a week ___________
At least once a month
___________ Less than once a month
8. Do you ever have five or more drinks of alcohol at a time?
___________ Yes ___________
No
9. If “Yes,” have you done this in the last month?
___________ Yes ___________
No
10. “Have you ever.... ?” (Check all that apply)
___________ Been absent from school because
you used alcohol
___________ Been drunk at school
___________ Done poorly in school because you
used alcohol
___________ Had family problems because you
used alcohol
___________ Been arrested because you used
alcohol
___________ Driven under the influence of alcohol
___________ Been a passenger in a vehicle in
which the driver
was under the influence of alcohol
___________ Been drunk at a party
___________ Had an injury because you used
alcohol.
11. Do your parents permit you to drink alcohol in your home?
___________ Never ___________
On special occasions only
___________ Under parental supervision ___________
Any time I want to
12. Do you discuss alcohol use with your parent(s)?
___________ Yes ___________
No
13. Do your parents know how much you drink?
___________ Yes ___________
No
14. Have your parents ever seen you drunk?
___________ Yes ___________
No
15. Do you know of parents or adults who permit non-family members under the
age of 21 to consume alcohol in their homes?
___________ Yes ___________No
16. How many times in the last two months has someone offered to give you,
buy for you, or sell you alcohol?
___________ None
___________ Once
___________ 2-3 times ___________
4 or more times
17. Have you successfully used a fake ID to obtain alcohol?
___________ Yes ___________
No
18. Have you ever purchased alcohol without an ID?
___________ Yes ___________
No
Perception of Alcohol Use by Other People
19. Most people my age who drink, do so because… (Check all that apply)
___________ They want to have a good time at
a party
___________ They are sad or depressed and want
to feel better about themselves
___________ They wish to rebel and defy their
parents, teachers and other adult authorities
___________ They wish to fit in or be accepted
by their friends or peers
___________ They are bored
20. Do you think alcohol use by underage youth is a...
___________ Serious problem ___________Not
at all a problem
___________Minor problem
21. Within the past year, do you think heavy use of alcohol among people your
age has..
___________ Increased ___________
Decreased
___________ Stayed the same
22. Who is responsible for contributing to the problem of alcohol use by youth
under age 21?
(Check all that apply)
___________ Parents
___________ Public agencies
___________ Alcohol outlets, such as liquor
stores, bars and restaurants
___________ Advertising
___________ Youth themselves
___________ Other (write in)
___________ Don’t know
23. Do you think drinking and driving among youth is a…
___________ Serious problem ___________
Minor problem
___________ Not at all a problem
24. Do you know someone with an alcohol problem?
___________ Yes ___________
No
25. If the response to question 24 was “Yes,” what was their relationship
to you?
___________ Relative ___________
Non-relative (e.g., friend or acquaintance)
26. Where is the primary source where people under the age of 21 obtain alcohol?
(Select only one)
___________ Parent’s home
___________ Liquor store
___________ Bar/restaurant
___________ Grocery/convenience store
___________ Friends/relatives ___________
Other
27. Which of the following approaches would you support to decrease alcohol
use by youth under the legal drinking age of 21? (Check all that apply)
___________ New and/or stiffer penalties
___________ More law enforcement
___________ More alcohol education in schools
___________ More alcohol education in the mass
media (TV, radio, magazines)
___________ Alcohol-free teen night clubs
___________ Public presentations by people who
have been seriously hurt or impaired by alcohol abuse
___________ Driver’s license suspension
for youth who drink alcohol
___________ Ban on alcohol advertising
PDF — Market survey or Adult Questionnaire on Inderage Drinking
1. What was your age on your last birthday?
___________ < 14
___________ 21-29 ___________ 50-59
___________ 15-17 ___________ 30-39
___________ 60+
___________ 18-20 ___________ 40-49
___________ No response
2. What is your sex?
___________ Male ___________ Female
3. What is your race/ethnicity?
___________ Asian ___________
Hispanic ___________
Other
___________ White ___________ African-American
___________ Refused
4. In 1999, what was your household income?
___________<$5,000 ___________
$40,000-$49,999 ___________ $100,000 +
___________$5,000-$19,999 ___________
$50,000-$59,999 ___________ No response
___________$20,000-$39,999 ___________
$60,000-$99,999
5. Where do you live?
_________________________________ Name of city/town
__________________________________ Name of county
6. If you are a parent, what is your child or children’s age(s)?
__________ <14
___________ 21+
__________ 15-17 ___________ None
__________ 18-20
7. The current legal drinking age in the U.S. is age 21. Do you think...
__________This is the right age ___________
Do not know
__________The age should be lowered to 18 ___________
No response
8. Do you think alcohol use by minors is a...
___________ Serious problem ___________
Minor problem ___________ Do not know
___________ Somewhat serious ___________ Not
a problem
9. Do you know youths under the age of 21 who use alcohol?
___________ Yes ___________ No
10. Do you know someone with an alcohol problem?
___________ Yes ___________ No
10A. If the response to question 10 was “Yes,” what is their relationship
to you?
___________ Relative ___________
Both
___________ Non-relative ___________ No
response
11. Do you know someone who has been killed or injured in a drunk driving
crash?
___________ Yes ___________
No
12. Do you know someone who has been arrested for drunk or impaired driving?
___________ Yes ___________
No
14. Do you know if your child(ren) has consumed alcohol in the last 30 days?
___________ Yes ___________
No
15. Do you talk to your child(ren) about alcohol?
___________ Yes ___________
No
16. Which of these is the primary source where minors under the age of 21
obtain alcohol?
___________ Parent’s home ___________
Grocery/Convenience store
___________ Liquor store ___________
Friends
___________ Bar/Restaurant ___________ Other
17. Under what circumstances is it acceptable for an adult to provide alcohol
to minors under age 21?
___________ Holidays ___________ Never ___________Other
___________ Special occasions ___________ At
meals
18. What forms of advertising do you think influence alcohol use among minors
under age 21?
___________ Television ___________ Music ___________
Bus signs
___________ Magazines ___________ Billboards
19. Does your school have an alcohol policy?
___________ Yes ___________ No ___________
Do not know
20. If you were aware of a minor under the age of 21 who was consuming alcohol,
what would you do?
___________ Talk with parents of minor ___________
Contact school officials
___________ Speak to minor who was drinking
___________ Do nothing
___________ Talk to friends of minor ___________
Other
21. What do you think prevents society from eliminating alcohol use among
minors under age 21?
___________ Acceptance by society ___________
Lack of education/school
___________ Parental attitude ___________
Lack of enforcement
___________ Peer pressure ___________
Other
___________ Alcohol advertising
22. Are there resources available in your community that address alcohol use
among minors under age 21?
___________ Yes ___________No
22A. If the response to question 22 was “Yes,” then what resources
are available?
___________ Community-based prevention programs
___________Law enforcement
___________ School-based prevention programs
___________Parent groups
___________ Alcohol server/seller training ___________Student/youth
groups
___________Other
23. Would you favor new and/or stiffer penalties for...
___________ Parents who serve alcohol to minors
under the age of 21?
___________ Peers over 21 who purchase alcohol
for youth under the age of 21?
___________ Bars/restaurants/liquor stores that
sell to minors under age 21?