Evaluating the impact of an equity-focused outreach approach on an early childhood literacy program in Philadelphia, PA

Full Description: Background/Need: Kindergarten readiness is a predictor of pivotal outcomes in early adulthood. A 2020 analysis of data using the Kindergarten Entry Inventory tool in Philadelphia showed a troubling racial disparity: Black and Hispanic children are the least ready for academics and learning engagement in kindergarten. In response, the “Philadelphia Department of Public Health (PDPH)” partnered with “Foundations Inc (FI)”, a nonprofit educational organization, to launch “Dolly Parton’s Imagination Library (IL)” in Philadelphia. This nationwide program allows children under 5 to receive a free, age-appropriate book every month until their 5th birthday.
Program

Description: In Philadelphia, this book distribution model is supplemented with a newsletter for enrollees to provide additional literacy resources, such as reading tips, support to prepare for kindergarten, etc. Eligibility is open to all residents, initially marketing focused on the zip code with the highest percentage of residents living under the “Federal Poverty Level (FPL)”; marketing efforts have now expanded to 10 additional zip codes with high rates of FPL.
Accomplishments: IL launched in January 2021; an evaluation of enrollment data identified that enrollment within the target zip code was lower than desired. In March PDPH and FI held a press announcement to increase awareness and enrollment. This media attention resulted in an increase in enrollment from 11 to 366 families; however, 87% lived in zip codes outside of the target zip code, 5% identified as Black and 14% identified as Hispanic. As the target population was not being reached, the working group regrouped to sharpen its focus on equity to ensure that the program was serving the intended populations. PDPH and FI revised their outreach plan by distributing paper flyers/posters to local libraries, pediatric clinics (in partnership with Greater Philadelphia’s Reach Out & Read affiliate), and early childhood education centers in the target zip codes. Program staff began attending community events and shifting from online enrollment only to a hybrid of online, in-person and mail-in enrollment. These changes resulted in a 73% increase in overall enrollment (from 366 to 636 families), with a 118% enrollment increase in the target zip code, and a 122% and 56% increase among Black and Hispanic families respectively.
Lessons Learned: New programs must incorporate equity during the planning and implementation stages to ensure the needs of the population are being met; future actions must be driven by equity. Media attention can increase program visibility but does not necessarily drive engagement with the intended population—a hybrid approach to outreach, including working with community partners to identify the best means to reach the target population, is needed to obtain enrollment goals. Data on outreach efforts is needed to identify the effectiveness of enrollment so staff can identify effective processes and blind spots.

Abbreviated Description: The Philadelphia affiliate of Dolly Parton’s Imagination Library is a part of a nationwide program that allows children under 5 to receive a free, age-appropriate book every month until their 5th birthday. In Philadelphia this program is a partnership between a non-profit educational organization, Foundations Inc., and the Philadelphia Department of Public Health – Division of Maternal, Child, and Family Health to address disparities in kindergarten readiness. Enrollment is open to all eligible Philadelphia residents with targeted outreach in zip codes where there are a higher percentage of families with children under 5 living under the Federal Poverty Level. This abstract focuses on the evaluation of this program, and the impact of an equity focused approach on enrollment.