Nutrition

 in  Public  Health:  

Principles,  Policies,  and  Practice,  
April  03,2019
Review:  Social  Marketing  and  
Mass  Communication
Social  Marketing
Social  Marketing
Social  Marketing
Social  Marketing
In  groups  of  3-­‐4,  answer  the  following  questions  
for  each  of  the  4  P’s:

• Product:  (What  are  the  knowledge,  attitudes,  or  behaviors  we  want  
the  target  audience  to  adopt?)

• Price:  (What  must  the  consumer  do  or  pay  to  obtain  the  product?)

• Place:  (Where  does  the  audience  perform  the  desired  behavior  or  
access  programs  or  services?)

• Promotion:  (What  media  is  being  used  to  create  and  sustain  demand  
for  the  product?)
Social  Marketing
• Product:  Choose  healthier  food  and  beverage  
options  (specifically  fruits  and  vegetables,  water,  
smaller  portions,  and  non-­‐fried  foods)

• Price:  Make  different  food  choices;  give  up  the  

experience  of  enjoying  foods  normally  eaten;  
give  up  the  taste  of  foods  more  familiar  with

• Place:  On  tables  where  foods  and  beverages  are  

served  at  workplaces  and  organizations

• Promotion:  table  tents  (What  other  promotion  

techniques  could  be  used?)
Social  Marketing  (Additional  P’s)
• Public:  (Target  Audience)

• Policy:  (Environmental  supports)

• Partnerships:  (Alliances)

• Purse  Strings:  (Budget)

Social  Marketing  (Additional  P’s)
• Public:  Staff  and  members  of  community-­‐ and  
faith-­‐based  organizations

• Policy:  NYC  Food  and  Beverage  Guidelines

• Partnerships:  Community-­‐ and  faith-­‐based  
organizations,  New  York  Academy  of  Medicine,  
local  restaurants

• Purse  Strings:  Grant  funding  from  the  CDC

Social  Marketing  Campaign
6  Stages  of  a  Social  Marketing  Campaign:  
• Step  1:  Plan  the  approach
• Step  2:  Define  the  message  and  select  materials  
and  channels
• Step  3:  Develop  and  pretest  materials  and  
methods
• Step  4:  Implement  the  program
• Step  5:  Evaluate  the  program
• Step  6:  Refine  the  program  and  plan  for  
sustainability  
Grants  to  Support  
Initiatives  in  Public  
Health  Nutrition
Nutrition  in  Public  Health:  
Principles,  Policies,  and  Practice,  
2nd edition
What  is  a  Grant?
• An  award  made  to  an  organization  to  carry  out  a  specific  
project

• Grants  can  come  in  several  forms

• Money
• Goods
• Services

@  Patpitchaya 2013
Sources  of  Funding
• Public  Sector  (Tax-­‐Supported  Programs)
• Department  of  Health  and  Human  Services  (HHS)
• Department  of  Agriculture  (USDA)

• Private  Sector
• Private  foundations
• Corporate  grantmakers
• Grantmaking public  charities
• Community  foundations
Public  Sector  Funding
• Department  of  Health  and  Human  Services  (HHS)

• US  government’s  primary  agency  for  protecting  the  health  of  

Americans  and  providing  essential  human  services

• Provides  billions  of  dollars  in  public  funding

• Works  closely  with  state  and  local  governments

Public  Sector  Funding
• HHS,  cont’d
• HHS  programs  are  administered  by  11  operating  divisions:
• Administration  for  Children  and  Families  (ACF)
• Administration  for  Community  Living  (ACL)
• Agency  for  Healthcare  Research  and  Quality  (AHRQ)
• Agency  for  Toxic  Substances  and  Disease  Registry  (ATSDR)
• Centers  for  Disease  Control  and  Prevention  (CDC)
• Centers  for  Medicare  and  Medicaid  Services  (CMS)
• Food  and  Drug  Administration  (FDA)
• Health  Resources  and  Services  Administration  (HRSA)
• Indian  Health  Services  (IHS)
• National  Institutes  of  Health  (NIH)
• Substance  Abuse  and  Mental  Health  Services  Administration  
(SAMHSA)
Divisions  in  bold are  those  most  likely  to  fund  research  and  programs  
concerned  with  nutrition  in  public  health.
Public  Sector  Funding
• United  States  Department  of  Agriculture  (USDA)

• US  government’s  agency  concerned  with  all  aspects  of  the  

country’s  food  supply  and  the  effects  of  diet  and  nutrition  on  
health

• Budget  $140  billion  (FY  2019)

Public  Sector  Funding
• USDA,  cont’d
• USDA  programs  are  administered  by  7  operating  divisions:
• Farm  and  Foreign  Agricultural  Services
• Food,  Nutrition,  and  Consumer  Services
• Food  Safety
• Marketing  and  Regulatory  Programs
• Natural  Resources  and  Environment
• Research,  Education,  and  Economics
• Rural  Development

Divisions  in  bold are  those  most  likely  to  fund  research  and  programs  
concerned  with  nutrition  in  public  health.
Private  Sector  Funding
• Private  Foundation
• Nongovernmental,  nonprofit  organization  with  an  endowment  
and  program  managed  by  its  own  trustees  or  directors
• Examples:  W.K.  Kellogg  Foundation,  Robert  Wood  Johnson  
Foundation,  Bill  and  Melinda  Gates  Foundation

• Corporate  Grantmakers
• Company-­‐sponsored  foundations  and  corporate  giving  programs
• Examples:  Proctor  and  Gamble  Fund,  General  Mills,  Inc.,  Abbott  
Laboratories  Fund
Private  Sector  Funding
• Grantmaking  Public  Charity
• Nongovernmental  public  foundation  that  operates  grant  
programs  benefiting  unrelated  organizations  or  individuals  as  one  
of  its  primary  purposes
• Examples:  Academy  of  Nutrition  and  Dietetics  Foundation,  School  
Nutrition  Foundation,  Share  Our  Strength

• Community  Foundation
• Nonprofit  organization  that  makes  grants  for  charitable  purposes  
in  a  specific  community  or  region
• Funds  derived  from  many  donors  rather  than  a  single  source
• Example:  The  New  York  Community  Trust
Identifying  Funding  Sources
• Public  Sector   • Private  Sector

• US  Government  grant   • The  Foundation  Center:  

opportunities:  www.grants.gov www.foundationcenter.org

• HHS  grant-­‐supported  projects:   • Good360  (in-­‐kind  support):  

www.report.nih.gov www.good360.org
Grant  Application  Mechanisms  
• Grantmaker-­‐Initiatied
• Awarded  in  response  to  funder-­‐initiated  requests  or  notices

• Grantseeker-­‐Initiated
• Awarded  on  the  basis  of  unsolicited  appeals  to  potential  funders
Grantmaker-­‐‑Initiated  Requests
• Example:  NIH

• Program  announcement  (PA):  

• Open  for  3  years  (unless  otherwise  stated)
• Applications  usually  accepted  on  standard  receipt  (postmarked)  
dates  on  an  on-­‐going  basis

• Request  for  applications  (RFA)

• One-­‐time  solicitation
• Applications  must  be  received  at  NIH  by  the  single,  specified  receipt  
date

• Request  for  proposals  (RFP)

• Contract  solicitation
• Usually  has  a  single,  specified  receipt  date
Grantseeker-­‐‑Initiated  Requests
Example:  NIH
R21:  Exploratory/  
R01:  Research   R03:  Small  Research  
Developmental  
Project  Grant Grant
Research  Grant
Allows  investigator  to   Provides  limited  
Provides  limited  
define  research   funding  for  initiating  
funding  for  early  and  
Purpose based  on  particular   studies  that  are  
conceptual  stages  of  
area  of  interest  and   generally  short-­‐term  
project  development
competence or  pilot  projects
Up  to  two  $25,000  or   Up  to  $275,000  may  
Modules  of  $25,000,  
one  $50,000  module   be  requested,  with  no  
up  to  a  limit  of  
Funding per  year  may  be   more  than  $200,000  
$250,000  (direct  and  
requested  (direct  costs   per  year  (direct  costs  
indirect  costs)
only) only)
Generally  awarded  
Awarded  for  up  to  2   Awarded  for  up  to  2  
Award   for  1-­‐5  years,  
years  and  cannot  be   years  and  cannot  be  
Length applications  can  be  
renewed renewed
renewed
Grant  Applications
• Typical  proposals  contain  9  parts:

• Abstract  or  executive  summary

• Introduction
• Statement  of  need
• Goals  and  objectives
• Methods
• Evaluation
• Future  funding

@  Stockimage,  2012
• Budget
• Appendices
Abstract/Executive  Summary
• Summarizes  the  request  clearly  and  succinctly

• Written  last,  though  appears  as  the  first  section

Introduction
• Includes  the  grantseeking  organization’s  vision  and  mission

• Describes  the  organization’s  qualifications

• Establishes  the  organizations  credibility

Statement  of  Need
• Presents  the  background  and  significance  of  the  project

• States  the  problem  to  be  investigated  or  needs  to  be  met

• Provides  the  rationale  for  the  proposed  project

• Indicates  the  current  state  of  the  knowledge  relevant  to  the  
proposal

• Suggests  potential  contribution  of  the  project  to  the  

problem(s)  addressed
Goals  and  Objectives
• Describes  what  will  be  achieved  by  the  project
• Goals
• Broad,  idealistic  statements  with  a  long-­‐term  outcome  in  mind
• Most  proposals  have  no  more  than  3  goals
• Example:  “ The  goal  of  this  project  is  to  improve  the  nutritional  value  
of  the  food  served  in  the  local  public  school  system.”
• Objectives
• Specific  statements  that  indicate  exactly  how  goals  will  be  achieved
• Well-­‐written  objectives  are  ‘SMART’
• Specific
• Measurable
• Achievable
• Relevant
• Time-­‐bound
Methods
• Describes  the  activities  for  addressing  the  identified  problems  
and  achieving  the  desired  results

• Answers  the  questions:  How?  When?  Why?  Where?  Who?

• A  Gantt  chart  can  be  helpful  for  presenting  the  project’s  

activities  and  timetable
Sample  Gantt  Chart

Task  1

Task  2

Task  3

Task  4

Task  5

Completed Remaining
Evaluation
• Describes  the  plan  for  outcomes  evaluation  and  process  
evaluation
• Outcomes  evaluation:  degree  to  which  the  project’s  objectives  
are  met
• Process  evaluation:  improve  the  way  the  program  works

• A  logic  model  can  be  used  to  illustrate  the  sequence  of  
activities  proposed  to  bring  about  change  and  demonstrate  
how  these  activities  are  linked  to  the  results  the  program  is  
expected  to  achieve
Components  of  a  Logic  Model
Outcomes   Impact  
Resources/   Outputs  
® Activities ® ® (short-­‐term   ® (long-­‐term  
Inputs (objectives)
goals) goals)
Resources or   Activities Outputs Outcomes Impact
inputs refers   refers  to  the   refers  to   refers  to   refers  to  
to  funds,   methods  used   units   short-­‐term   long-­‐term  
staff,   to  accomplish   produced  by   indicators  of   program  
community   goals;   the  program;   progress   effects;  
support,   e.g.,  classes,   e.g.,  number   towards  the   e.g.,  
participants;   counseling,   and  type  of   goal;   economic  
e.g.,  funds   training clients   e.g.,   self-­‐
requested   served,   collaborative   sufficiency
from   number  of   partnerships
grantmaker   events  
as  well  as   planned,  
resources   number  of  
already   policies  
available  to   developed
the  
grantseeker
PLANNED  WORK INTENDED  RESULTS
 Impact  
Resources/   Outputs   Outcomes  (short-­‐
® Activities ® ® ® (long-­‐term  
Inputs (objectives) term  goals)
goals)
-­‐Grant  funding   -­‐ Gather  stakeholders  to   -­‐Within  1   -­‐Within  2  years  of   All  CUNY  
to  support  the   plan  and  implement   year  of  start   start  of  program:   cafeterias  
project project  activities of  program,   All  CUNY   will  adopt  
-­‐ Enlist  support  of  food   all  CUNY   cafeterias  will   the  NYC  
-­‐DOHMH  staff service  staff  and   schools  will   offer  at  least  two   Food  
leadership  at  CUNY   complete  a   (2)  menu  items   Standards  
schools   pre-­‐ that  meet  the  
-­‐Leadership  at   and  will  
-­‐ Develop  and  distribute   assessment   NYC  Food  
CUNY offer  menus  
NYC  Food  and   of  the  foods   Standards
and   that  meet  
Beverage  Guidelines   -­‐At  least  50%  of   the  NYC  
-­‐Food  service   table  tents beverages   CUNY  cafeterias  
staff  at  CUNY   offered  in   Food  
-­‐ Conduct  pre-­‐ and  post-­‐ will  have  newly  
cafeterias the   Standards  
assessments  to  record   designed  table  
cafeterias at  every  
the  types  of  foods   tents  posted  
-­‐Partners     throughout  the  
cafeteria  
-­‐Evaluation   offered  at  CUNY  
from  each   cafeteria  to   meal  and  
team  at  the   cafeterias  and  track  
CUNY   promote  the   for  catered  
New  York   any  changes  to  
Academy  of   cafeteria  foods school  will   healthier  options   events
Medicine participate   on  the  menu  that  
-­‐ Train  CUNY   in  regular  
foodservice  staff  and   meet  the  NYC  
planning   Food  Standards
leadership  on  Food   meetings
Standards

PLANNED  WORK INTENDED  RESULTS

Future  Funding
• Presents  a  plan  for  project  sustainability

• Demonstrates  that  the  project  is  finite...

• Has  a  beginning,  middle,  and  end

• ...or  that  it  is  capacity-­‐building

• The  project  will  contribute  to  the  future  self-­‐sufficiency  of  the  
organization,  
• Enable  the  organization  to  expand  services  that  may  generate  
revenue  in  the  future,  or
• Make  the  organization  competitive  for  future  external  funding  
streams
Budget
• Clearly  delineates  costs  to  be  met  by  the  grant

• Longer  proposals  may  require  a  budget  narrative,  along  with  a  

budget  worksheet
Appendices
• Includes  additional  materials  to  elaborate  on  any  parts  of  the  
proposal  and/or  those  required  by  the  funder

• Examples  include:
• List  of  members  of  the  grantseeking  organization’s  board  of  
directors
• Copy  of  the  Internal  Revenue  Service  (IRS)  determination  letter  
for  501(c)(3)  organizations
• Financial  documentation
• Brief  resumes  of  key  staff
Abbreviated  Grant  Proposals
• Full  grant  proposals  are  not  always  necessary,  and  shorter  
proposals  are  appropriate  when:

• Funder  has  a  multi-­‐stage  application  process.

• First  stage  has  applicants  submit  concise  proposals,  or  concept  
papers,  for  initial  review
• Based  on  a  review  of  the  concise  proposals,  applicants  best  meeting  
the  grant  requirements  will  then  be  invited  to  submit  full-­‐length  
proposals

• Only  a  small  amount  of  money  is  being  requested  

• A  solicitation  letter,  no  more  than  3-­‐4  pages,  is  usually  sufficient  for  
awards  less  than  $1,000
• To  be  effective,  a  letter  proposal  will  cover  essentially  the  same  
points  as  a  full  proposal  but  in  considerably  less  space
Characteristics  of  a  Successful  
Grant  Application
• Strength,  quality,  and  persuasiveness  of  the  proposal
• Feasibility  of  the  proposal
• Congruence  between  the  project  and  the  funder’s  mission  and  
current  funding  interests
• Reputation,  track  record,  and  financial  history  of  the  
grantseeking  organization
• Competitiveness  with  other  requests  the  funder  received
• Availability  of  funds  during  the  current  funding  cycle
• Funder’s  familiarity  and  trust  of  the  grantseeking  
organization’s  board  and  staff
Final  Group  Project  Work