In the late 19th century, more than half of all Americans lived on farms. New farming techniques, based on science, were being developed through university research, but older generations of farmers were slow to adopt them (Joslyn, 2017). Some thought that the only way to achieve implementation of new methods might be to educate young people, who would eventually take over their family farms. In 1902, A. B.

Graham started an after-school program for farm kids in Ohio (4-H, n.d.-a). The Cooperative Extension System was established within the U.S. Department of Agriculture in 1914 and Graham's clubs eventually became nationalized as the nonprofit organization known as 4-H, meaning “head, heart, hands, and health”

(Stein, 2016). The goals were to advance new farming technology by educating young people and to provide opportunities for growth for rural kids. By 2016, 4-H had become the largest youth development organization in the United States, serving six million young people through a network of 110 public universities and 3,000 local agricultural extension offices across the country (National 4-H Council, 2016).

Although less well-known as an organization by many Americans, 4-H was engaging more young people than the Boy Scouts and Girl Scouts combined (Joslyn, 2017).

By 2016, the world had changed since the founding of 4-H and the organization needed to adapt in order to continue its impact and growth. More than 80 percent of Americans were living in urban areas (Joslyn, 2017). Less than one half of American kids ages 8 to 18 were engaged in any youth-development organization at all (Joslyn, 2017). More than one half of 4-H members were white, at a time when African American and Hispanic communities were growing, especially in urban areas (Shapiro, 2016). Even in some rural areas, many young people were of Hispanic backgrounds and most were not involved in 4-H (Joslyn, 2017). Many of 4-H's 25 million alumni said they had lost their connection to the organization (Stein, 2016).

The organization's programs had evolved with the changing times, but its brand had not kept pace.

Originally established to advance scientific techniques in agriculture, by the 2000s 4-H programs were emphasizing science, technology, engineering, and mathematics (STEM), including a popular robotics curriculum (Joslyn, 2017). But its plan to increase participation to 10 million young people by 2025 was hampered by perceptions; it was still seen by many people as being all about “cows and plows” (Stein, 2016)..............

Questions
1. Which principles from this chapter are illustrated by the case of 4-H?
2. Think back on (or read again) the discussion of strategic planning in Chapter 7. What strengths, weaknesses, opportunities, and threats do you think 4-H might have identified, leading to the changes discussed in this case?
3. Can you think of other nonprofit organizations with brands that may not accurately reflect their programs today, perhaps some with which you have been involved or have read about? In broad terms, how do you think their messages might be revised in order to change perceptions? Can new messages solve their problems or will that also require new programs?