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Covering Kids & Families

An RWJF Collection

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Covering Kids & Families Program Evaluation

Performing Outreach with Limited Resources: Successes and Challenges Over Three Years

The Covering Kids & Families® (CKF) program was a national initiative focused on reducing the number of eligible but uninsured children and adults through enrollment in Medicaid and SCHIP. The Robert Wood Johnson Foundation (RWJF) funded these efforts through four-year grants to 46 state grantees and 152 local projects starting in 2002.

This report presents trends in those state grantees’ and local projects’ media use and in-person outreach over a three-year period, using quantitative and qualitative data they entered into an on-line reporting system designed as part of the evaluation.

While CKF grantees faced funding and staffing limitations, demand for their services remained high due to decreases in state-funded outreach efforts. Over their grant periods, state grantees and local projects assisted with over 180,000 Medicaid and SCHIP applications. They partnered with other organizations to supplement their funding for media outreach and public relations, and they relied heavily on media outreach to reach large numbers of families. They also performed outreach at already-established events. Given the evidence that outreach efforts have a positive effect on enrollment, this information is especially pertinent in light of an ongoing focus at both the federal and state level on children's enrollment in public coverage programs.