Find Natural Helpers
Hall attributes much of her success connecting with the faith community to the fact that they are “natural helpers:” ready and willing to lend a hand, already working with hard-to-reach populations as part of their regular community-building activities, and known and respected for doing so. According to Hall, “Faith communities bring many assets to a partnership, including a vested interest in their surrounding neighborhoods and established access to congregation and community members. They often assist members with their health needs, focus on youth development, and serve as leaders for positive community change. Preventing substance use and misuse is a natural fit with these values.”
When reaching out to faith communities, Hall highlights this alignment of values, underscoring how prevention is really just an extension of work they are already doing. “Prevention is simply taking an interest in another person’s life,” Hall told participants on a recent PES webinar. “Isn’t that what all people of faith do?”
Prioritize Outreach Efforts
When Hall first assumed her manager role, she inherited a partnership database of fewer than two hundred contacts and struggled to figure out how to prioritize her outreach efforts. She eventually decided to focus on those potential partners who were most interested in the PES’ efforts. Initially, these were the African American churches—particularly those in the Louisville and Lexington areas. Faced with the reality of violence, suicide, and substance use in their communities, they recognized the value of prevention and were ready to get involved. This small group of dedicated collaborators served as the foundation for the site’s early work. They told Hall, “This is really a problem in our community; I think we can reach out and do something.”
Build Strong, Personal Relationships
Hall’s list of contacts quickly grew, due in large part to her commitment to building personal connections. “I get on the phone and take notes on what people are telling me—on their families, their church—so I know how to reconnect when I see them next.” This individual-level relationship building is consistent with how faith leaders build community among their members. Hall endorses this approach because it is familiar to faith groups and sends an important message: that you are interested in them as people, and not just in what they can do for you.
Hall’s talent for developing personal relationships was clearly on display during the registration period for the site’s 2015 annual conference. While an electronic registration option was available, more than half of the participants preferred to call and speak with her personally to communicate their enthusiasm for the conference and secure their spot.
Tailor Your Messages
With a spectrum of religions represented among her collaborators, Hall has learned to tailor her prevention messages so they align with the values and beliefs of each group. “Karen does a good job recognizing that she has to ‘take prevention to the faith community in a way that they can hear it,’” says Patti Clark, a former Program Administrator with the Kentucky Department for Behavioral Health. For example, when Hall is working with a Hindu partner, she connects her prevention messages with a key tenet of their faith: the importance of focusing on present day. She might ask, “How is substance use affecting the youth in your community right now?” This tailored approach consistently elicits a positive response from community members.
Meet Them Where They Are (Literally!)
Not all of Hall’s outreach efforts are successful right away.
“It can be difficult to get commitment from faith leaders--and even when they do commit, competing priorities often get in the way,” says Hall. “Their time is focused on the immediate needs of their members, and assisting with emergency situations like funeral services or visiting sick families. Also, most don’t have the funds to travel long distances—especially for a training that, at first glance, doesn’t seem to directly address the needs of their congregation.” Hall does her best to overcome these difficulties, rescheduling meetings and trainings on demand, and frequently travelling across the state to meet with partners at their own houses of worship. The recent introduction of webinars has also helped the PES attract faith partners who do not have the resources or time to travel to in-person training events.
Despite the challenges inherent in reaching new communities, Hall remains upbeat and confident, taking every “no” as an opportunity to forge a connection. “It is often a slow process, but eventually, they will come,” says Hall. “And it’s ok to ask again and again, because in the meantime we’re building a strong relationship of trust and friendship.”