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RESULT

DEMONSTRATION

MANUAL

for Extension Workers

UNITED STATES

DEPARTMENT OF AGRICULTURE ^^

Federal Extension Service

Agriculture Handbook 123

yx
CONTENTS

Page

Purpose of manual 3

Extension Service founded on demonstrations 3

Importance of result demonstrations in extension teaching 4

Essentials of result demonstrations 5

Types of demonstrations 5

How result demonstrations differ from mettiod demonstrations 6

Result demonstrations develop proof 6

Method demonstrations teach methods or skills 6

The place of result demonstration in relation to other extension teaching methods 7

Trends and number of result demonstrations 8

Advantages and limitations of result demonstrations 8

Steps in planning and conducting result demonstrations 8

Decide what practices need to be demonstrated 8

Plan result demonstrations systematically 9

Prove advantages of recommended practices 9

Provide simple, adequate records 12

Plan some demonstrations around available records 13

Determine number of demonstrations needed 13

Select demonstrators who are respected by neighbors 16

Desirable qualifications for demonstrators 16

Starting demonstrations 1 ^

Help demonstrators obtain services and materials 18

Supervise demonstrations 18

Benefits demonstrators receive 18

Complete the demonstrations 19

Suggestions for photographing demonstration results 19

Summarize, analyze, and interpret results 20

Hold meetings and tours at demonstrations • • • • 20

Publicize demonstration results to get decision and action 21

Demonstrations stir people to action 22

Checklist of methods used in planning, conducting, and publicizing

result demonstrations 25

Appendix ^^

How demonstrations are used in teaching pasture improvement.. 27

How attention was drawn to pasture improvement 27

How interest was stimulated 28

How desire for solution of problem was increased 28

How farmer A became convinced 28

How farmer A decided to adopt pasture improvement plan... 29

How testimony of satisfied users helped build confidence in

practice 30

January 1957
RESULT DEMONSTRATION MANUAL

FOR EXTENSION WORKERS

By H. W. Gilberfson, formerly Extension Analyst, and

Gladys Gallup, Director, Division of Extension Research and Training

PURPOSE OF MANUAL

This manual ¡s prepared to help county extension agents, State specialists, and extension

supervisors plan, conduct, and use result demonstrations more effectively. Examples and pictures

of result demonstrations are included.

People are inclined to believe and to be influenced by what they see. They are readily

convinced by results and performance, not by claims and suggestions. This accounts for the

willingness of sponsors to pay thousands of dollars per minute to demonstrate the advantages of

their products on national television programs.

It is now possible to show interested persons the results of the most convincing demonstrations on television. To qualify for television, demonstrations must be so planned that the results

can be presented effectively through pictures and charts.

Television helped carry the results of a recent Minnesota corn demonstration, originally

viewed by only 60 persons, to thousands of persons. Use of television has, therefore, been kept

in mind throughout the preparation of this manual.

In recent years the trend has been toward fewer and better planned result demonstrations

as more people have gained confidence in Extension. They are still needed to provide the

local proof of the advantages of some farm and home practices, especially those that are based

on recent research. Demonstrations are also helpful in gaining the confidence of new farmers

and homemakers and others who have had little experience with Extension.

Many observers of extension methods in the most underdeveloped communities in this country

and foreign countries credit the result demonstration with being the most effective method of

convincing and persuading the least informed and most skeptical families to adopt improved

practices.

EXTENSION SERVICE FOUNDED ON DEMONSTRATIONS

Farmers of the South faced a discouraging situation

in 1903. Boll weevils w^ere destroying their cotton and

threatening to ruin the entire industry. In some

Southern States the average cash farm income had

dropped to $150.

Most farmers lacked confidence in their best sources

of help—^the research and recommendations of the

United States Department of Agriculture and the

State agricultural colleges. Their lack offaith in what

they called "book learning" made it almost impossible

to persuade them to try new methods of farming.

New Teaching Method Launched

Dr. Seaman A. Knapp, one of the foremost agricultural teachers and writers of his day, was asked to

represent the Department of Agriculture in meeting

this emergency. Because he knew that lectures, bulletins, and other ordinary teaching methods had failed

to persuade many farmers to change to better methods

of farming, he launched a new method of teaching.

Instead of writing and talking he decided to stir

farmers to action with visible proof. He planned to

persuade a representative farmer in each of many communities to use a recommended system of farming for

boll-weevil control and let the field results speak for

themselves.

Dr. Knapp was invited to present his plan at a

meeting of farmers and businessmen at Terrell, Tex.

A local committee selected the Porter farm for a demonstration. Walter Porter, who lived near Terrell,

agreed to farm 70 acres according to the agricultural

practices that Dr. Knapp recommended.
The businessmen of Terrell raised S900 to reimburse

Porter for any losses he might have from using this

new "scientific way." But instead of the expected

loss, Porter's records showed the new way actually

earned $700 more on the 70 acres than the old.

Neighboring farmers who saw the results were amazed.

News of this demonstration spread rapidly. Fifty

years later a celebration was held, and a historical

marker was placed on the Porter farm, as shown in

figure 1.

By 1904 about 7,000 demonstrators and cooperators

were following the new recommended practices for

boll-weevil control. This was the first large-scale attempt to teach farmers through such object lessons.

Dr. Knapp called them demonstrations.

Successful From Start

This method of teaching was successful from the

start. It was convincing because farmers learned by

seeing and doing. Dr. Knapp said, "What a man

hears he may doubt; what he sees he may possibly

doubt; but what he does himself he cannot doubt."

Figure 1.—Left to right: G. G. Gibson, director of Texas Extension Service; Earl Coke, former Assistant Secretary, USDA,-

C. M. Ferguson, Administrator, Federal Extension Service,

USDA; and descendants of Dr. Knapp. They stand beside

the stone marker, unveiled at the Terrell Demonstration—

50th Anniversary Celebration. The marker reads, in part,

as follows: "Here the first FARM DEMONSTRATION was

established jointly by Seaman A. Knapp, Mr. and Mrs.

Walter C. Porter, the people of Terrell, February 26, 1903.

This demonstration of scientific agriculture on the land was

the beginning of the Agricultural Extension Service now

known around the world." S-18050

These early result demonstrations sparked the founding

of the Cooperative Extension Service.

A result demonstration is a procedure carried on to

prove the advantages of and gain confidence in a

practice or combination of practices to be recommended.

As a result of this early emphasis on farm demonstrations, cooperative extension work became known

as farm and home demonstration work. In most of

the States the women county extension workers are

still called home demonstration agents, and their activities are known as home demonstration work.

Smith-Lever Act

Specifies Demonstrations

The Smith-Lever Act of 1914, which provides for

the establishment of the Cooperative Extension Service, states in part "that cooperative agricultural extension work shall consist of the giving of instruction

and practical demonstrations in agriculture and home

economics." This Smith-Lever Act is still the basis

for all later legislation by Congress and the State

legislatures in making appropriations for cooperative

extension work.

IMPORTANCE OF RESULT DEMONSTRATIONS

IN EXTENSION TEACHING

People have more confidence in what extension

agents teach if they are assured that their recommendations are practical and are based upon local demonstrations backed by adequate research. This

confidence is essential to persuasive teaching.

Results obtained at experiment stations lead many

people to try new methods. Others are more readily

convinced by the experiences of successful farmers

and homemakers in their community and by results

of local demonstrations, such as shown in figure 3.

Many observers of extension methods in the most

underdeveloped communities in this country and

foreign countries credit the result demonstration with

being the most effective method of convincing and

persuading the least informed and most skeptical

families to adopt improved practices. Satisfying

results build the confidence that paves the way for

more effective use of other teaching methods.
Result Demonstrations

Interest and Convince People

Result demonstrations provide indirect basic information used by extension agents in news articles,

circular letters, radio talks, meetings, television, and

other teaching methods. Demonstrations, like other

visual presentations, stimulate much more interest

than can ordinarily be developed through the

printed page or by unillustrated talks. If "seeing is

believing," well-staged demonstration results can be

more convincing than dozens of printed pages or

hours of talk. A well-equipped and conveniently

arranged demonstration kitchen is far more interesting

and enlightening to any woman than a word description of how to plan her kitchen.

The result demonstrator, himself, learns by following the recommended practice, by observing, and by

keeping a record of results. He becomes his own

teacher as well as the teacher of his neighbors. After

successfully proving the worth of a specific practice

in the county, extension agents can speak and write

more convincingly about it.

ESSENTIALS OF

RESULT DEMONSTRATIONS

An extension result demonstration is a demonstration conducted by a farmer, homemaker, or other

person under direct supervision of an extension worker, to prove the advantages of a recommended practice or combination of practices. It involves careful

planning, a substantial period of time, adequate

records, and comparisons of results. It is designed

to teach others in addition to the person who conducts the demonstration.

To be effective, result demonstrations must be

carried on systematically to prove that the recommended practice is definitely superior to the one it is

to replace. Accurate records are essential—records

of labor, materials, costs, and results. Result demonstrations, therefore, must be carefully planned in

advance. You cannot just go out and "find" a farmer

using a recommended practice and call his experience

a result demonstration.

Research Background Necessary

Proof from research or reports of successful experiences showing the advantages of a practice must

precede a demonstration of it.

Result demonstrators do not discover new truths,

but they show to what extent the research findings of

the State experiment stations, the United States Department of Agriculture, and other agencies apply to

local conditions.

TYPES OF DEMONSTRATIONS

A result demonstration may deal with a single

practice such as the use of commercial fertilizer in

growing a crop; or it may include a series of practices

such as those involved in the management of a poultry

flock, in saving time and energy in the kitchen, or in

improved procedures for marketing a commodity.

Some demonstrations are completed in a short time.

Others continue a year or more. For example, results

of distributing poison bait to kill grasshoppers can be

demonstrated in a few days. Tree-raising demonstrations require several years, as shown in figures 2A

and 2B.

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Fisure 2.—A. Pine trees when first planted. A Mississippi

farm woodlot demonstration. 216871

Figure 2.—B. The tree crop 9 years later, showing the same gate

and other landmarks. 332925
The more complex the demonstration, the more

difficult it is to evaluate the results of each of the

practices involved. Simple, clear-cut demonstrations

are preferable for use in teaching.

The checklist of methods used in planning, conducting, and publicizing result demonstrations given on

page 25 can be applied to individual demonstrations

or groups of demonstrations.

HOW RESULT DEMONSTRATIONS

DIFFER FROM METHOD DEMONSTRATIONS

The method demonstration is concerned with showing how to do something in a better or easier way.

Conducted

by:

Designed

to teach:

Where:

Duration:

Purpose:

Steps in

procedure:

Examples:

Result Demonstrations

Develop Proof

Farmer

Homemaker ^ •

4-H Club member

Others in addition to person conducting it.

The differences between result and method demonstrations are indicated in the following outline.

Method Demonstrations

Teach Methods or Skills

Extension employee, trained project leader,

or trained 4-H Club member.

Persons present.

On farm, in home, or in geographic unit.

Usually several weeks or months.

To establish local visible proof of the advantages

of one practice over another or of a new practice.

1. Ascertain need and objectives.

2. Develop plan.

3. Select demonstrator.

4. Make specific plans with demonstrator.

5. Start demonstration.

6. Make supervisory visits.

7. Obtain records of results.

8. Make comparisons to show proof.

9,. Publicize results.

A result demonstration planned to prove the advantages of pruning, spraying, and fertilizing fruit

trees.

At training meeting or on television.

Length of meeting only.

To teach a skill or method. To show step by

step how to carry out a practice.

1. Ascertain need and objectives.

2. Plan procedure.

3. Select materials, equipment, time, place.

4. Give demonstration.

5. Have audience observe or perform each

step as demonstrated.

6. Publicize what was taught.

7. Follow up to encourage and help people

to use the practice.

A method demonstration to show how to prune

and fertilize trees.

Figure 3.—In this result demonstration,

the portion oí the Field at right,

properly treated during growing

season with poison dust mixture for

control of insects, produced one

bale of cotton per acre. Cotton on

left, untreated, produced less than

one-tenth bale per acre. PN 32S
Figure 4.—In this metliod demonstration of sewing-machine repair, the

specialist showed how, and the

women worked on their own machines. Pans held the screws

and parts removed while cleaning.

(Maryland Extension Service.)

Among the highly developed method demonstration

techniques are those used by extension specialists for

conducting sewing-machine clinics. Those who attend bring their own machines. After the specialist

demonstrates procedures, step by step, they clean, oil,

and adjust them. After individual help from the specialist and home demonstration agent, as indicated in

figure 4, some women said, "My machine runs like

new," although some machines were more than 40

years old.

THE PLACE OF RESULT DEMONSTRATION

IN RELATION TO OTHER EXTENSION TEACHING METHODS

Studies show that the most effective extension work

is done when several teaching methods are interrelated. Figure 5 shows that it takes a combination of

at least five different methods to tell the same facts if

extension workers are to obtain maximum adoption of

a recommended practice. See the example of a combination of several methods used in teaching pasture

improvement, beginning on page 27.

The result demonstration is a method that deals

with people as individuals. Meetings or tours at result demonstrations are classified as group contacts.

The results of demonstrations are publicized through

mass media.

Figure 5.—Changes in behavior as

affected by number of kinds of

exposure to extension information

(8,501 farmers, 869 homemakers).

PERCENTAGE OF FARMERS NUMBER OF CHANGES

OR HOMEMAKERS CHANGING IN PRACTICES PER

PRACriCES 100 FAMILIES

100 ^^^^m 1000

80 800

^^percentage changing ,'

W practices .•'

60 600

40

20

400

200

m L Í

.* number oí practices

_ •* changed

0

f ••'

l.''i 1 1 1 1 1 1 1 1 1 1 0

123456789 10 11 1 2 or

Number of different Uinds oF exposure to

extension information.
TRENDS AND NUMBER

OF RESULT DEMONSTRATIONS

The trend in recent years has been toward fewer,

better planned, and more Gonvincing result demonstrations. In 1956 the average number of result demonstrations per county reporting was 80 as compared

with 104 in 1942. More than twice as many result

demonstrations are reported in agriculture as in home

economics work.

Wide Variation in Niiinbe»

Great variations are reported in the average number

of result demonstrations per county. In 1956 the 12

States reporting the fewest averaged 12 result demonstrations per county. The 12 States reporting the

highest number averaged 170 per county.

The average number of effective result demonstrations carried on per county in each State is greatly

influenced by the degree of emphasis the supervisors

of county extension agents and State specialists give

to establishing and using convincing demonstrations.

A convincing ixsult demonstration must be well

planned and carefully supervised.

Advqiifases and Limiiafioiis

of R^^iiit DemonsifCitioiis

Result demonstiatioiis bave «üstínct advantages in that tfaej:

1. Stimulate more intei^st than uoiïïusti^ted pages or tafc^

2. Increase the ODnfidence of farmers aiid homemakeis in the rcoommeodations of their extension agents

and specialists3. Help discover and develop local leaders.

4. Provide specific local proof abosmt ioeosmmended fa-rm and home pirafctiees for lase in extension meetings,

news articles, and otherwise.

5. Provide recxsrds of outstanding i^ssiate that can be used as a tangible basis íDT calculating the benefits of

extension work to farmers and homemakers.

6. Convince persons who have moie confidence in the experience of tlieir neighboî^ and in local demonstration results than they have in reports of research data.

Result demonstrMi[^ns èawe dlsiÄmiaia^^

1. They require niuch time in planning, establishing, and supervising.

2. The direct cost per practice changed is high because few people actoiiMly see tibe result demonstrations.

Moreover, few people isee the field demonstrations or pictures of thena at a istage when the results are most

convincing.

3. It is sometimes diifinmlt *o find well-qualified persons who will keep t^kc ni!«3cssary records for some projects

and practices.

4. It is difficult HD ïfcvelop spedfic proof of the advantages of some piraotices, such as using a better diet.

STEPS IN PLANNING AND CONDUCTING

RESULT DEMONSTRATIONS

Decide Wbaf Piticßces Need To Be

An analysis chart can be prepared by listing in one

column all projects in the county extension program.

In another column list the most important practices

to be taught in each project.

Check those practices which need more convincing

local proof of their value. Determine what proof can

best be developed through result demonstrations.

Decide whether you want to use (a) direct comparison of results of using old and improved practices, (b)

before-and-after comparisons, or (c) evidence based

mainly upon photographs and other demonstration
records. Ideas not backed by research or local experience can be tested but not demonstrated.

People want local demonstration proof of the advantages of some of the late re^arek ideas that they

find reported in their newspapers and magazines.

Anooiïg these are the following:

Plant growth regulators.

Hcaaooooc sprays.

AntíbfQÉÍcs for animais.

Bfecaaic amd imsect-resisüaiiit \faÈriefeie&.

New vitafl!i!ïèn& for liveNew fbo^cÎÉieSj insectîcidícs^ and wecdkillers.

HoriiîCKTe feed stipplelOCHtSv

lei'pTiîwecI maarkctiíiíg: pF&-

Mem ResiiEf Demoi^lralicms

The fírst essential for sHceessftiI demonstrations is

systematic pian;ning. Begin with a definite purpose.

What do you want the demonstration to accomplish?

What do you want to pro^e?

State extension specialists in the su'bject matter involved are usually best qualified to help plan eff'ective

demonstrations. They know the results obtained at

the experiment stations and the exiperience of farmers

and homemakers throughout the State with the practice to be demonstrated.. They also know the most

effective methods of establishing and supervising the

demonstrations, based on the experience of county

extension agents in other counties and States.

States that are placing special emphasis on more

systematic planning suggest that county extension

agents develop specific written plans for their most

important demonstrations. These plans usually contain the following information:

Figure 6.—People want local denronstration proof.

427793 O—58 2

1. Project situation in county, demonstrations

conducted in previous years^ and kinds of

demonstrations that are needed.

2. Proof or evidence to be developed for each

practice.

3. Number, nature, and location of demonstrations.

4. How demonstrators arc to be selected, kept

interested, and satisfied.

5v Brocedmres for laying out and supervising

demiCBistrations.

6. Materials to be used and records to be kept by

demonstrating family.

7. Photographs to be taken before^ during, and at

end> ofdemonstrations.

B. Methods to be used for measuring, summarizing,, and publicizing results.

9.. How results of demonstrations are to be used in

planning the county program of work for the

following year.

Oiftline for Complete Demotistrcition

The directors of extension work and experiment stations in the cotton-producing States appointed a joint

committee to develop a systematie demonstration plan

to include all the best practices in cotton production.

Such complete demonstrations are urged by the National Cotton Council, the Cotton Research Congress,

and other leaders in the cotton industry. They do not

prove the advantages of any one practice but show

that linking together the best practices in a complete

demonstration produces maximum yields and profits.

A study of 409 records of demonstrators and cooperators who carried on complete cotton demonstrations

in 1956 showed that they produced 238 more pounds

per acre than the average produced by all cotton producers in the 9 States represented. The cost of production was 7 cents a pound less than the average.

The increased net income, from larger yields and reduced costs of production, averaged $122.43 per acre

more than the average for these States.

Prove Advantages

of Recommended Practices

A good plan provides for developing evidence that

will bring out each major advantage of the recommended practice and meet every important objection

to it. Planning a demonstration usually calls for an

approach that will help people to become aware of the

chief disadvantages of the practices now being used.

For a demonstration to be most convincing it is often
Figure 9.—Response from spring topdressing of fertilizer on permanent

pasture demonstration in Henry

County, Ind.: Left, 400 pounds

0-12-12 per acre,- right, 400

pounds 12-12-12, applied March

31. (Indiana Agricultural Extension Service, 1955.)

basis of the average rate of gain per day and the

average cost per pound of gain with each ration. In

feeding carloads or truckloads of cattle the total

weights at the beginning and end of the feeding period

are usually compared. Convincing proof includes the

number of pounds of feed required to produce 100

pounds of pork, beef, or poultry, and pounds of gain

made from 100 pounds of digestible nutrients.

Home Demonstrations

Human nutrition demonstrations prove improvement in health and weight of individuals.

The advantages of home sewing are proved by

records of reduced cash outlay compared with cost of

buying garments having equal quality, appearance

and workmanship.

Home management demonstrations furnish records

of time or money saved through the use of recommended practices or evidence of greater convenience

as observed in a modernized kitchen.

Areas in demonstration kitchen shown in figures 10

and 11 were planned by a Wisconsin family with the

help of State extension specialists in home management and agricultural engineering.

Figure 10.—Mixing center showing some of adjustable storage

shelves. Lopboard permits sitting while working. (Wisconsin Extension Service.) 170-C-1

Marketing Demonstrations

Result demonstrations in marketing farm products

usually involve the development and use of improved

steps or procedures in assembling, grading, processing

and distributing. Through demonstrations it may be

necessary to prove that the marketing procedures recommended will result in:

1. Increased net returns to producers.

11
Figure 9.—Response from spring topdressing oí fertilizer on permanent

posture demonstration in Henry

County, Ind.: Left, 400 pounds

0-12-12 per acre; right, 400

pounds 12-12-12, applied March

31. (Indiana Agricultural Extension Service, 1955.)

basis of the average rate of gain per day and the

average cost per pound of gain with each ration. In

feeding carloads or truckloads of cattle the total

weights at the beginning and end of the feeding period

are usually compared. Convincing proof includes the

number of pounds of feed required to produce 100

pounds of pork, beef, or poultry, and pounds of gain

made from 100 pounds of digestible nutrients.

Home Demonstrations

Human nutrition demonstrations prove improvement in health and weight of individuals.

The advantages of home sewing are proved by

records of reduced cash outlay compared with cost of

buying garments having equal quality, appearance

and workmanship.

Home management demonstrations furnish records

of time or money saved through the use of recommended practices or evidence of greater convenience

as observed in a modernized kitchen.

Areas in demonstration kitchen shown in figures 10

and 11 were planned by a Wisconsin family with the

help of State extension specialists in home management and agricultural engineering.

Marketing Demonstrations

Result demonstrations in marketing farm products

usually involve the development and use of improved

steps or procedures in assembling, grading, processing

and distributing. Through demonstrations it may be

necessary to prove that the marketing procedures recommended will result in:

1. Increased net returns to producers.

Figure 10.—Mixing center showing some of adjustable storage

shelves. Lapboard permits sitting while working. (Wisconsin Extension Service.) 170-C-1

n
Figure 11.—In this cookins and serving center the upper revolving

cabinet (Lazy Susan) holds everyday dishes; the lower holds

pots and pans. Cabinets above and below the range hold

utensils, dishes, and supplies used in cooking and serving food.

(Wisconsin Extension Service.) 169-C-1

2. Greater uniformity in grade or improved quality of product to facilitate handling by buyers,

wholesalers and retailers.

3. Reduction in handling and processing costs and

reduced losses from deterioration in quality.

4. Stronger appeal to consumers through more

attractive appearance and assurance of quality.

5. Increased demand and volume of sales at improved prices.

Improved methods of marketing have been demonstrated for many commodities including improved

seed, grain and fiber crops, feeder calves, fresh fruits

and vegetables, quaUty eggs and poultry. See example of egg-marketing demonstration on page 23.

Provide Simple, Adequate Records

State specialists and county extension agents should

plan simple but adequate record forms that are easy

to understand and to fill out. The record form should

call only for facts needed to furnish local proof. Anticipating what proof you will want to present at meetings, in the press, on radio or television, will help you

decide what records should be kept.

Recommendations for procedure in carrying on the

demonstration are sometimes given on the record form

or on a separate card or sheet of instructions to be left

with the demonstrator. Space is provided for recording observations made by the demonstrator. Records

kept by the demonstrators may be used to explain why

some demonstrations fail to bring the expected results.

Early Demonstration Stage

In the test or early demonstration stage relating to

crop varieties, rather detailed records of yields and

quality may be necessary to convince even the demonstrator that the new variety is superior to the common

varieties. The next year it is usually advantageous to

obtain and report the average results from several

farms. On the other hand, when introducing a rather

new forage crop, such as Ladino clover for pasture, it

may be necessary to show only that this clover is easy

to start, that it grows well, and the cows thrive on it.

Still more convincing is the number of livestock a 20-

acre pasture of Ladino clover will support for a given

period of time.

Project Record Form

Some States have adopted a "project record form"

showing the history of the demonstrations for each

year and the present status of the project. The history

should include a brief plan for demonstrations, records

of results, and names of demonstrators, as suggested

in the record form on next page.

Project records and, in many instances, photographs

are necessary for reporting longtime demonstrations,

as indicated in figure 13.

Demonstrations in farm and home development extend over several years.

If definite and fair comparisons in records and

photographs cannot be made, local farmers are likely

to discredit the results. It is, therefore, unwise to

report only the most striking demonstration without

mentioning and explaining the reasons for results

Figure 12.—It may be necessary to show only that Ladino

clover is easy to start, that it grows well, and that cows

thrive on it.

12
Whcal variety demonstralions, 195

Name of

improved variety

Name of

old variety

Average yield per acre Total

acres

in

demonstration

Comments of

Demonstrators

New

variety

Old

variety

demonstrator on

new variety

Figure 13.—The landscape specialist and county agent planned and anticipated the outcome of this demonstration. A. Farmstead

before landscaping, ß. Same farmstead 11 years later. (Indiana Agricultural Extension Service.)

that would lower the average of all such demonstrations in the county.

Plan Some Demonstrations

Around Available Records

Time and work can be saved by planning some

demonstrations that will make use of available records. Many of the 700,000 members of extensionsponsored livestock improvement associations in this

country keep records similar to those kept by result

demonstration cooperators. More of these members

could be encouraged to keep the additional records

and do the other essentials to carry on result demonstrations in cooperation with county agricultural

agents in improving feeding rations, selecting and

using improved breeding stock, and culling out unprofitable animals. Of course, membership in a herdimprovement or other livestock association does not

in itself make a farmer a result demonstrator, nor does

it provide all the essentials of a result demonstration.

But with such herd records available, result demonstrations can be planned and carried on with little

extra effort. One or more animals or the whole

herd can be included.

Most "record of performance" flock cooperators

and poultry producers who keep records with sponsoring feed dealers' are following nearly all of the essentials of good result demonstrations. Keeping records

in order to study methods of feeding, flock improvement, or increased egg production at a lower cost is

not necessarily a result demonstration. But many of

these cooperators could be persuaded to qualify as

demonstrators.

Determine Number

of Demonstrations Needed

Helpful suggestions for deciding the number and

kinds of demonstrations needed and their locations

are obtained from such groups as the county agricultural planning committee, the county or community program planning committee, the county

agricultural, 4-H Club, or home demonstration

council, project leaders, extension specialists, supervisors, and representatives of farm organizations.

Sometimes a new cropping practice is introduced

with tests to determine whether local conditions give

similar results to those obtained at the State experiment station.

13
Trials or test demonstrations are used, for example,

first to determine and later to demonstrate the kinds

and amounts of different fertilizer elements that will

give the largest net return for a given crop and soil

type. Such tests may require repetition over several

years, owing to variation in rainfall and other factors

that will affect the average. Figure 14 shows a typical

test demonstration indicating effect on plant growth.

Effect on yield in relation to cost is determined at

harvesttime.

Tests are followed by the early demonstration stage

when demonstrations are arranged on the farms of a

few of the most interested, progressive farmers.

If results show large net returns for the money and

work expended, the county agent may want to increase the number of demonstrations to one in each

township in which conditions are the most favorable.

This is known as the late demonstration stage.

Demonstrations should be well distributed over the

county, since most people have more interest and

confidence in the experience of their friends and

neighbors than in the experiences of strangers living

in other parts of the county.

In some counties each home demonstration club

aims to establish one result demonstration of a living

room, one of a kitchen, one of a bedroom, and one of

a dining room, each in a different home. Throughout the year each demonstrator makes progress reports, at club meetings, of improvements and costs.

Occasionally, meetings in and tours to these homes

are held to observe demonstration results.

What Determines

Number oí Demonstrations?

The number of demonstrations needed depends on

the following:

1. Profit or other benefits that can be expected

from the practice.

2. Approximate number of families in county

that would be benefited by adopting the

practice.

3. Approximate number of farmers or families in

county or community now using the practice

successfully.

4. Percentage of farmers or families that will

adopt the practice without additional demonstration proof.

5. How effectively necessary proof can be demonstrated.

6. Amount of extension work and number of

demonstrations conducted in the county in

previous years relating to the practice.

7. Additional proof needed in each community

to build confidence in recommended practice.

8. Additional new evidence needed for use at

meetings and in other extension channels to

provide convincing reasons for adopting the

practice.

- 27"

- 22"

Figure 14.—Samples of wheat taken

in the spring From a county lest

demonstration, showing response to

fertilization. Left to right: (1) Unfertilized; (2) 175 pounds 5-20-SO;

(3) 350 pounds 5-20-20; (4) same

as (3) plus nitrogen in fall; (5) same

as (3) plus nitrogen in spring; and

(6) nitrogen in spring only. (Indiana

Extension Service.)

14
It is desirable to have enough demonstrations to

assure sufficient positive resuks in case some of the

demonstrations fail. The number of result demonstrations carried on also depends upon the amount of

the agent's time needed to establish, supervise, and

check results on each demonstration.

Publicize Other Evidence

The anticipated number of demonstrations needed

can be reduced by publicizing:

1. Results of research at experiment stations.

2. Demonstration results from previous years.

3. Results obtained by farm families practicing

farm and home development.

4. Reports of interviews with rural people about

their experiences with improved practices.

5. Reports based on records of results obtained by

4-H Club members in the use of recommended

practices.

6. Reports of careful observations by county extension agents of results of using improved

practices.

7. Exhibits of livestock or crops raised by 4-H

Club members, as shown in figure 15.

8. Results of using good practices, obtained

through—

(a) questionnaires using sampling method for

example (by sending questionnaires to each

15th name on mailing list).

(b) crop and livestock contests, such as pasture

or 5-acre cotton contests. Figure 16 shows

a contest-winning pasture.

Figure 15.—Such prize-winninj animals

as these raised by 4-H Club members

set standards of quality for animals

to be raised In the community,

county, and State. PN 321

Figure 16.—Contest-winning pastures

like this, when seen or publicized,

encourage other farmers to grow

better pastures. 17394

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45
Select Demonstrators

Who Are Respected by Neighbors

Persons who have the ability to develop definite local

evidence or proof of the value of a practice, and who

are respected by their neighbors, are the most effective

demonstrators. It is usually preferable to select a

person whose entire farm operation, as well as the enterprise that will be involved in the demonstration, is

profitable. A farmer who follows recommended feeding practices but who loses money because of sanitation problems would probably be a poor choice as a

poultry demonstrator.

Demonstrators should be selected from communities

in need of local proof of the desirability of the practice.

The demonstrator should be typical of the community,

not too prosperous, not too poor. His schooling should

be at least equal to the average and, most important,

he must have the confidence of his neighbors to be

effective. Soil types, soil fertility, degree of erosion,

drainage or irrigation needs; kinds, number, and

quality of livestock, farm machinery, and equipment;

upkeep and appearance of home, farm buildings, and

fences should be considered when selecting farms for

demonstrations.

Demonstrations for

Low-Income Families

The selected demonstrator should have farm or

home conditions that are similar to those of the farmers

or homemakers to whom the demonstration is directed.

Demonstrations directed at low-income families should

be conducted on low-income farms where the cost of

adopting the practice can be kept at a minimum.

Demonstrations for part-time farmers should be

conducted on part-time farms. In adapting low-cost

demonstrations to low-income families the costs of

improvements recommended vary a great deal between communities and families. Figures \7A and

17fi show a kitchen improvement demonstration in a

low-income community in Puerto Rico.

After deciding how many will be needed in each

community, the county extension agent usually discusses the most desirable prospective demonstrators

with local extension leaders. Demonstrators selected

by the extension agent in cooperation with a local

committee are likely to conduct the demonstrations

successfully because of their feeling of responsibility

to the community for results. The fact that the community looks to its most progressive families to help

solve its farm and home problems can be used in

persuading prospective demonstrators to serve.

Community and county leaders need to understand

Fisure 17.—A. Typical kitchen in a Puerto Rican rural community. Storage space was limited and exposed before

improvements were made. (Puerto Rico Extension Service.)

2080

Figure 17.—B. Improved U-shaped demonstration kitchen has

water available irom faucet in sink, and adequate storage,

working, and eating space. (Puerto Rico Extension Service.]

2270

the qualifications for a good demonstrator. Likewise,

they should understand the importance of the problem

and what the demonstration is intended to prove or

teach. A list of desirable qualifications is helpful in

selecting demonstrators.

Desirable Quaiiilcations

for Demonstrators

Persons are selected who have as many of these anc

other desirable qualities as possible:

1. Dependable, honest, unbiased: have confidence of people of county and community.

2. Friendly: well liked and respected by neighbors.

16
3. Public spirited: willing to give necessary time

and attention to demonstration and willing

to carry the demonstration through to successful completion.

4. Patient: willing to keep necessary records and

to provide proof or explain results to others.

5. Cooperative: able to plan and work well with

others.

6. Successful: especially in the enterprise or

activity in which he is to demonstrate.

7. Good manager: successful in personal affairs

and finances.

8. Progressive: ready to try new methods of

farming or homemaking.

9. Energetic: active and interested in community

affairs without neglecting his farm or home

work.

10. Easy to reach: located along a highway on a

farm or in a home that has the necessary

conditions for a successful demonstration.

Starting Demonstrations

Most prospective demonstrators will agree to serve

when the purpose and plan for the demonstration,

and the benefits, are explained to them. It may be

necessary for the county agent or a local leader to

visit prospective demonstrators to find out whether

the farm or home has the conditions essential to the

success of the demonstration. Steps in carrying on

the demonstration, and the time and costs involved,

need to be clearly stated. If the prospect agrees to

serve, the plan for starting the demonstration is then

outlined. Only the most important written instructions, information, circulars, and record forms should

be furnished at this time.

Informal Agreement

A brief memorandum may be drawn up with the

demonstrator and a copy given to him. It will remind both agent and demonstrator of the procedure

they have agreed upon in order to complete the

demonstration for teaching use. This informal agreement indicates why, how and when the work is to be

done. In this way the demonstrator learns definitely

what he is to demonstrate or prove. If the demonstration involves the use of some method or skill

which needs to be taught to the demonstrator, the

agent may arrange for a method demonstration

meeting to teach the method to interested farmers or

homemakers.

A demonstration placed near a main-traveled road

will be seen by many more persons if a demonstration

sign or "crop writing," as shown in figure 18, is used.

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Figure 18.—Nitrogen fertilizer was applied to entire field.

Superphosphate was applied only on the spaces outlined to

form the letters "PHOS PAYS." This June photograph of

field shows clearly the response of oot crop to phosphate

fertilizer, (Nebraska Extension Service.)

Plan With Demonstrators

Demonstrators should be carefully instructed at the

beginning about procedures to be used. If they are

given the reasons for the procedures they will have a

better understanding and be more likely to retain the

information. Agents or State specialists generally

need to help farmers plan the more complex demonstrations on farms, as shown in figure 19.

Figure 19.—County agent and farmer discussing plans and

location for crop demonstration. S-18076

17
Ifseveral practices are included without check areas

or comparisons, many farmers may discount the importance of some of the new practices. Pasture demonstrations may, therefore, require successive steps or

comparisons on adjoining areas to prove the desirability of a recommended mixture of grass and legume

seed, seedbed preparation, lime, fertilizers, and controlled or rotational grazing. Careful planning is necessary to avoid making such demonstrations too

complex.

A Pasture Demonstration Layout

The example of laying out a pasture demonstration,

shown in figure 20, suggests possible arrangements for

complex field demonstrations.

Seeding and Grazing

1. Seedbed of whole pasture thoroughly prepared

as for grain crop.

2. Entire area sown with recommended pasture

grass mixture except check area on right sown

to timothy and redtop.

3. Left half of pasture grazed continuously.

4. Controlled or rotational grazing on right half.

Demonstrations, duplicating to some extent the evidence developed at experiment stations, strengthen

local proof. They also increase the interest in and

application of practices backed by experiment station

research.

Help Demonstrators

Obtain Services and Materials

Extension agents usually help demonstrators to obtain the services and materials that are difficult to get.

In some instances, agents make soil tests to learn the

lime and fertilizer needs and give information about

people who can be hired to do such work as blasting

ditches or making terraces. In early demonstration

work many businessmen furnished some demonstration supplies without charge. Although this aid has

not been considered necessary in recent years, many

manufacturers furnish samples of their products for

tests and demonstrations.

Materials used may be indicated on clear, appropriate signboards that attract attention to significant

aspects of field demonstrations, as shown in figure 21.

Supervise Demonstrations

As the demonstration progresses, visit the demonstrator to give specific suggestions. Furnish new

information when needed, check progress, and see

Grass legume seed mixture used

[^;:VJ^-^ Timothy and redtop seed mixture used

Figure SO.—Pasture démonstration plan.

that succeeding steps are performed as planned.

Unless they are closely supervised, some result demonstrators become discouraged or lose interest and fail

to complete the demonstrations. Some demonstrations require many visits and much supervision; others

take but little of the agent's time. Timely information

may be provided demonstrators periodically through

circular letters.

In supervising demonstrations, help demonstrators

obtain as many of the following benefits as possible.

Benefits Demonstrators Receive

1. More direct assistance from the county extension agents and more of their time. Result

demonstrators are frequently the first in the

community to get seed of new varieties, and

to learn about improved building plans and

new pesticides.

2. Better opportunities to meet and get assistance

from State extension specialists and to obtain

the latest experimental results on subjects

demonstrated, including special information

and instruction leaflets.

^ms.

J^- * y^I-^-^r

Figure 21.—Rye and vetch cover crop on poor soil. Observation of such contrasting demonstration results is as convincing

as many pages of print and hours of talk. PN-320

18
3. Increased financial return from larger yields

and lower cost of production; and better prices

from sale of breeding stock and improved seed.

4. Satisfaction from helping to advance the agriculture and homes of the community and

from winning commendation by neighbors.

5. Recognition given in county newspapers for

their service to the community and county.

6. Early recognition as community or county

extension leaders, if they are outstanding

demonstrators.

7. Stimulation to "spruce up" their whole farmstead or their homes in anticipation of the field

meetings or visits of neighbors.

8. Satisfaction of reporting at meetings or telling

their neighbors individually about their results

and how they were obtained.

Demonstrators Grow

Perhaps the most significant improvements from

demonstrations are not in the crops, livestock, or

homes, but in the demonstrators. They gain an

increasingly high regard for research and become more

and more eager to adopt new methods as they demonstrate a few and prove their merit. Since neighbors

expect them .to succeed, they hesitate to turn back to

the old methods. Many demonstrators continue to

adopt other improved practices until their entire

farms or homes function as continuing demonstrations.

Complete the Demonstrations

A result demonstration is not completed until final

results are carefully observed, measured, and recorded

in a way that will make the evidence as convincing

as possible. Even though the demonstrator understands the purpose and agrees to complete the demonstration, he may need special encouragement to keep

him from harvesting a demonstration crop, for example, without having someone observe and vouch

for the final results. Without this verification, the

results reported will often seem too good to be true.

Leaders Help Evaluate Results

It is usually desirable for the agent to invite a project

leader or one or two other leading farmers to accompany him when measuring or estimating demonstration yields or other progress. Methods of measuring results are suggested in examples of proving advantages of practices, page 9.

Some demonstration results are apparent without

records. People are convinced of the advantages of

a modernized home especially if they can see a picture

of it before it was modernized and the modernized

home or a picture of it for comparison.

Surveys and questionnaires can be used to learn the

number of people who have seen the demonstration

and the number of people who say they have been influenced to adopt the practices demonstrated. Some

of this information is recorded and reported by the

demonstrator.

Suggestions for

Photographing Demonstration Results

Demonstration results should be photographed to

make evidence available for use at meetings, in news

articles, posters, exhibits, and on television. The following suggestions are given to help you take convincing photographs of demonstration results.

1. Decide what results you want the picture to

show, plan the composition, and visualize the

finished picture before making the exposure.

2. Leave irrelevant material out of the picture, but

include some appropriate human interest objects. Avoid embarrassing backgrounds such

as weeds or unpainted buildings, unless a later

picture is to show improvement.

3. Make sure that photographs used to compare

results of using old and improved methods are

made under as identical conditions as possible.

The objects should be the same distance from

the camera, taken from the same point of view,

with the same light condition.

4. Picture should show conclusive evidence of

benefits obtained, with necessary information in

the legend.

5. Place yardstick, foot rule, backboard, or other

object where it will give viewers of the photograph a good basis for judging the size of plants

or animals, as shown in figure 22.

6. Take picture from well-chosen point of view.

Have some side lighting to bring out light and

shade contrast.

7. When possible, use contrasting background

color to bring out details that might otherwise

be lost in the photograph.

8. To build confidence in the evidence, show one

or more county or community extension leaders, or the demonstrator, definitely observing

results, not merely having picture taken.

19
Figure 22.—This State extension

asronomist helped stage this

method oí showing and photographing results of fertilizer on

legume-grass hay crop. The backboard shows that plants on fertilized area at right averaged about

6 inches taller than plants on

check area. BN-644

SUMMARIZE, ANALYZE, AND INTERPRET RESULTS

A summary and analysis of records developed

through result demonstrations, showing money saved,

increased yields, or other advantages of using the

recommended farm and home practices, will provide

some of the most tangible local evidences of the value

of cooperative extension work in each county. In a

summary of results of demonstrations, increased yield

or production should be presented in relation to increased or reduced cost of labor and materials per

acre or unit.

In a summary and analysis of the results of several

demonstrations of the same practice, the average,

smallest, and largest increases are usually reported.

Demonstrators should report clearly both the advantages and disadvantages of the demonstrated practice.

If, because of poor weather or other unfavorable conditions, demonstration results are not conclusive, i'

is best to report the results with a statement that more

demonstrations will be planned. It is important, of

course, that such plans are carried out.

HOLD MEETINGS AND TOURS

AT DEMONSTRATIONS

Where significant benefits of demonstrations can be

observed easily, meetings or tours should be held to

show firsthand evidence of the advantages of the

practice demonstrated. Attendance at field meetings

and tours can often be increased by including a wellknown and respected speaker and a picnic lunch on

the program. Announcements should tell the day

and hour when each farm or home is to be visited

and what is to be observed at each stop. Red-arrow

road markers that point the way to demonstrations

help increase attendance.

Audience Participates

Testimony by an enthusiastic demonstrator at a

meeting is often more effective in getting neighbors

to adopt the demonstrated practice than a technical

talk. Interest can be stimulated by asking some of

those present to estimate the difference in yield or

20
weight, for example. These estimates are then compared with the actual difference as reported by the

demonstrator or by a committee. What interests

people most depends upon their situation and point

of view. For example, families with eroded fields or

pastures are interested in seeing sod waterways or

legume cover crop as shown in figure 23. Self-interest is paramount, and the interests of various extension audiences should be considered when planning and carrying out demonstrations. List names

and addresses of those who attend demcKistration

meetings or tours to provide mailing list of those most

interested.

Striking facts are often needed to make people

aware of the satisfaction that the recommended practice can bring them. Many families continue to believe that their herds, poultry flocks, crop acres, and

farm practices are about as profitable as their neighbors' until they actually see the facts based on surveys and demonstrations.

PUBLICIZE DEMONSTRATION RESULTS

TO GET DECISION AND ACTION

Result demonstrations have practical value and influence only to the extent that people see, hear, or

read about the results. Facts from result demonstrations are brought to people's attention through circular letters, newspaper and magazine articles, radio,

television, pictures, slides, charts, filmstrips, tape recordings, motion pictures, and exhibits. Throughout

the demonstration period, interest is maintained by

keeping people informed of progress. The final results are sometimes held for a complete feature news

story in which photographs, charts, and graphs reinforce the text

In reports of demonstration results in news articles

it is desirable to use the 5-W newswriting formula.

Tell what the demonstrations proved, who were demonstrators, when demonstrations were started and

completed, where they were located, and why they

were conducted. How the demonstrations were

planned and conducted can help build confidence in

the results.

Newspaper and magazine editors, farm radio and

television directors, are more likely to publicize the

results of a demonstration if they are invited to attend

a tour or meeting to see it. Favorable endorsement

by these leaders of opinion is of inestimable value.

Suggest Easy Ways To Adopt Practices

Since the influence of result demonstrations is

measured by the number of people who are persuaded

to try the practices, news articles and other method»

of informing people should surest easy and inexpensive ways of adopting the demonstrated practices.

Figure 23.—Well-staged picture of

Negro farmers attending tour to

observe demonstration of Austrian

winter peas in rotation with cotton.

Farmers are examining an abundance of nodules of nitrogen-bearing bacteria on roots resulting from

inoculation of seed. (Texas Extension Service.)

21
Reminding people of the accuracy of experiment

station research and the reliabiHty of information

contained in pubHcations of the State college of

agriculture and the United States Department of

Agriculture builds confidence in extension recommendations that are based on these sources.

Successful demonstrations can become the basis for

the kind of favorable testimony by satisfied users and

observers that is widely used in advertising. And

when carefully set forth in extension reports, demonstration data may serve as a guide for other extension

workers planning similar demonstrations.

DEMONSTRATIONS STIR PEOPLE TO ACTION

People are motivated to take action because of

satisfactions they want to gain or losses they want to

avoid. The Smith-Lever Act provides for persuasive

teaching. It is not enough to tell people, or even to

convince them, that they should adopt certain practices. Convincing people too often leads them to

good intentions but no action. People must, as Dr.

Knapp said, be stirred to action.

People are stirred or motivated to action by appeals

to basic human wants. Seeing what their neighbors

have, how it was achieved, and how they can have

similar benefits is one of the strongest forces for

motivating farm families to make desirable changes.

Action can be quickened by demonstrating how

profitable or desirable a plan or remedy is. It maybe necessary to overcome objections by proving that

the demonstrated remedy is easy to understand and

adopt, convenient, low in cost, and satisfying.

Use Persuasive Teaching

Result demonstrations such as the following are not

only convincing but they persuade families to adopt

practices that will bring similar results. Some of the

most convincing results are found in comparisons of

the carrying capacity of pastures sown to different

mixtures. In many localities it is possible to show that

400 pounds of beef or 5,000 pounds of milk can be

produced annually per acre of good pasture, such as

shown in figure 24.

In South Carolina, for example, 425 pastureimprovement demonstrations were conducted in 1956.

On these demonstrations, including 9,471 acres, 16,102

head of cattle were grazed. The feed value per acre

of pasture averaged S93.75, calculated on a feed

replacement basis of alfalfa hay at $25 a ton.

Persuasive Weight-Control

Demonstrations

Demonstrations on weight reduction through diet

have been carried out successfully in many States.

The women meet in groups over a 12- to 16-week

period and give moral support to each other in solving

their common problem. Public health workers and

Figure 24.—Seeing such well-fed, highproducing cows in demonstration

pastures causes neighbors to desire

to have equally good pastures.

SCS-Mass. 148.

SMíí^M£ío^^#íÉit^S^^

22
physicians cooperate in the program. At the weekly

meetings weights are recorded as shown in figure 25.

Home demonstration agents or other qualified persons

discuss nutrition, psychological and emotional reasons

for becoming overweight, exercise, and other problems. The diets given are planned to give all the

necessary nutrients as well as to be satisfying to the

person so that weight is reduced gradually and safely.

A graphic record is kept to show the progress of

each individual in the group. Pictures are often taken

at the beginning and end of the period to show progress. During this period some women reduce from a

size 18K to 14. A loss of 25 or 30 pounds is not unusual. A certificate is given to each woman who loses

at least 10 pounds in the period. One sentence on

the certificate reads, "... and wants to live longer,

look better, and have more pep."

Records of garden demonstrations show that to buy

at store prices, the quantity of vegetables, including

potatoes, that is used by the average rural family of

four from a good garden of their own, would require

a cash outlay of more than $200 a year. Using frozen

vegetables from the store greatly increases the cash

cost as compared with using home-canned or homefrozen supplies.

In Texas, for example, the advantages of an improved system of marketing eggs based on a price

differential for quality and size was first demonstrated

in one county in 1948. Satisfying results led to similar

demonstrations in other counties. In 1956, 184 Texas

counties sold more than 50 million dozen eggs under

Figure 25.—Enrollment and meetings begin with weighing in.

(Virginia Extension Service and Bureau oF Health Education,

Alexandria, Va.)

this improved marketing system. Producers received

a weighted average of approximately 5 cents more

per dozen than current receipt prices, as shown in

figure 26.

Figure 96.—The graph shows a comparison of monthly prices received

for eggs in 1956 in Lavaca County,

Tex. BN-4314.

QUALITY EGGS BRING BETTER PRICES

IN LAVACA CO. TEX. 1956

PRICE PER DOZEN

20

10

Weighted average

^ grade price

»^«■■' "-my

Current receipt

price

0 I ' ' ' ' I ' ' ' I -L _L

DEC. JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV.

1955 1956

23
Motivation by Fear of Losses

Another strong motivating influence for change is

the desire to avoid losses, such as from plant and animal diseases and insect pests. Result demonstrations

can point the way to avoiding such losses and may

serve as the sparkplug of community action. They

may also make farm families aware of losses heretofore unrecognized.

Demonstrations of erosion control persuade neighboring farmers to save their own soil, as suggested in

figures 27A and 275.

People are likely to repeat the experiences or practices that satisfy them and to drop the practices that

fail to satisfy. Therefore, extension workers should

make certain that demonstrators and others who adopt

demonstrated practices thoroughly understand how

to apply the practices under their conditions. The

results, in relation to cost and effort, must be satisfactory if farmers and homem:akers are to continue to

use a practice.

< ">•«^i'"> »«'- ^'y^■■ï^5^:';;-•* v

Figure ZlA.—Gully ruining pasture,

Alamance County, N. C.

SCS-NC. 40021 A.

Figure 27ß.—The same spot completely healed-planted 2 years later.

U. S. Department of Agriculture.

SCS-NC 40021 B.

24
CHECKLIST OF METHODS USED IN PLANNING,

CONDUCTING, AND PUBLICIZING

RESULT DEMONSTRATIONS'

Please check

I, HOW WAS RESULT DEMONSTRATION PLANNED?

a. Was situation analyzed to ascertain whether local demonstrations of this

practice or these practices were necessary?

1. To provide local proof of the advantages of the practice or practices?. .

2. To show to what extent the local results of using the practice would

vary from those at the experiment station? .

b. Did an extension worker prepare a written plan for the demonstration

before it was established? ,

c. Who helped to develop the plan?

1. Cbunty extension agent...,.., .

2. State extension sp^:ialist

3. State extension supervisor •

4. County extoision planning committee. ....

5. The demonstrator.

d. Was there ad^uate research evidence to indicate the po^ibility of sueccasM resîiiîs?, - «

IL HOW WAS DEMONSTRATOR SELECTED?

a. By county extension agent?. e. Demomtrator volunteered?,

b. By extension plannii^ com- f. Odier ways (specify)

::-initte^ _....,..„......, , _ . ^

c. By IcMiai leader?»,,,,.,....» __

d. By nei^ilMirs at mscúng? -

IIL HOW WAS DEMONSTRATION STARTED AND CONDUCTED?

a. Was county extension agent present on farm or in the home when

demionstration was started? • • • ~

b. Was demonstration conducted under conditions typical of neighboring

fonnhs or homes?

c. Was sufficient time allotted to demonstrator to obtain the necessary

evidence or proof? - - •

d. Were there check units or other definite bases for comparison? .

e. Were pictures taten at beginning of demonstration and later to compare

results? • • • y ' ' ' ' '

f. Did county extension agent help demonstrator obtain materials and

services for carrying on demonstration?. •

1 This checklist can be used in plaenisg and appraising result demonstrations. It incliMies the essentials. If you have S-pasture

improvement demonstratix>ns, few: cxaaaaplc, -chock one as a fair sample or check each sefaaiatóy.

25
IV. HOW WAS DEMONSTRATION SUPERVISED? Please check

a. Through: "^

1. Telephone calls by county extension agent —

2. Circular or other letters

3. Office conferences with demonstrator

4. Farm or home visits to observe progress and suggest procedure

b. In your opinion was demonstration visited often enough to maintain the

demonstrator's interest and to see that succeeding steps were performed

as planned?

V. HOW WAS DEMONSTRATION FOLLOWED UP?

a. Were demonstration results publicized through:

1. Meetings 9. Movies, slides, film2. Tours strips

3. News articles 10. Pictures

4. Feature stories 11. List other methods used

5. Circular letters (please specify)

6. Radio .

7. Television .

8. Exhibits

b. Did publicity mention name and location of demonstrator? .

c. Did demonstrator report at a meeting?

d. In publicizing results was the appeal made on basis of:

1. Satisfactions to be gained through :

(a) Reduced cost or increased profit

(b) Increased yield or production

(c) Saving of time and energy

(d) Increased efficiency

(e) Improved health

(f) Other (specify)

Losses or annoyances avoided:

(a) Low crop yields

(b) Low livestock production

(c) Poor quality—low-priced products.

(d) Other (specify)

VI. SUMMARY OF RESULTS OF ALL SUCH DEMONSTRATIONS OF THIS

PRACTICE OR THESE PRACTICES IN COUNTY:

Number

a. How many similar demonstrations of this practice or these practices

were conducted in county during year?

b. On how many of these demonstrations were records kept and summarized?

26
Number

c. How many of these demonstrations showed that the practices demonstrated had enough advantages over the old ones or those commonly

used to justify their adoption?

d. Approximately how many people are known to have seen these demonstrations?

e. How many people have indicated that they plan to use the practice or

practices demonstrated?

f. During how many years have similar demonstrations of this practice

been conducted in county?—^Total number conducted

g. How many similar demonstrations of this practice or these practices will

be needed in county next year?

APPENDIX

How Demonstrations Are Used in Teaching Pasture Improvement

Change of behavior is a gradual process. If a

new practice is involved, people are usually influenced to adopt it by the accumulated impact of

several reasons and influences. (Page 7.)

In his reply to an extension questionnaire a

farmer may give all the credit for his adoption of a

pasture-improvement plan to a circular letter or

news article that finally motivated him to take

action—in buying necessary lime, fertilizer, and

improved seed for reseeding his pasture. He may

not mention the result demonstrations seen in previous years that showed the advantages of these

materials and methods. But without this proof

that he had seen earlier, the letter or article might

have gone unheeded. To facilitate the learning

process, extension workers must make the steps involved as easy as possible and constantly reinforce

the teaching with effective motivation.

In column 1 below are examples of extension

te hing methods used by a county agricultural

agent to persuade dairy farmers to follow the recommendations given in a pasture-improvement program. Column 2 lists the responses of a typical

dairy farmer (Farmer A). The reasons used by the

county agent are based primarily on experiment

station research, demonstration results, surveys,

and observations. Farmer A finally responds to

the cumulative influence of several extension

methods. (Page 29.)

How Attention Was Drawn to Pasture Improvement

Extension methods used by county agent

Pasture demonstrations were started. Headline

and pictures in feature news story—"Demonstration pastures resist devastating drought." August

1953.

Response by Farmer A

After reading article Farmer A became aware of

poor stand of grass and large patches of weeds in

his pasture.

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Demonstration signs used each year read, "Pasture

Improvement Demonstration—Cooperative Extension Service."

Well-lighted large pictures in county fair exhibit

contrasted a demonstration pasture and a poor

pasture. September 1954.

Read demonstration signs.

Studied exhibit but said that recommendations

were not adapted to his conditions.

How Interest Was Stimulated

News article said that pastures of a few farmers in

county continued to produce good stands of grass

during drought. August 1954.

Agent described on radio the grasses that made

demonstration pastures more drought resistant.

September 1954.

Each year news articles reported progress in pasture

improvement program and showed how pastures

are the most neglected cropland in the county.

Names of farmer demonstrators were listed.

September 1954.

Farmer A and neighbor discussed article and radio

talk. Both expressed concern about continued

rapid summer drop in milk production of their

herds and agreed to find out more about the better

grasses.

Farmer A telephoned neighbor demonstrator to ask

about his pasture. September 1954.

How Desire for Solution of Problem Was Increased

In early September 1954 county agent conducted

a tour to study good and poor pastures. Best demonstration pastures were supporting about one cow

per acre. Poor pastures contained almost no feed.

Dairymen having demonstration pastures said at

meetings that their milk checks were about as large

in August as in June. County agent quoted demonstration and experiment station results, showing

that good pastures will support milk production of

about 35 pounds daily without loss in daily weights

of cows.

County agent again reported drought situation in

pastures on radio. September 1955.

Farmer A went on tour; learned from State agronomy specialist and farmer demonstrators that the

best pastures were produced by plowing up old

pastures, clean cultivation, recommended grass

seed, liming and fertilizing according to soil test,

and controlled grazing.

Farmer A wanted increased milk check but objected to plowing up his old pasture. He explained

that he, his father, and grandfather had always had

good spring and fall pastures with their old timothy,

redtop, and clover seed mixture; that the recommended plan demonstrated would not grow enough

more feed to pay the extra cost.

How Farmer A Became Convinced

In February 1955, county agent sent circular letter

to all dairymen who attended tour in 1954. Letter

summarized pasture demonstration results based

on records, questionnaire, and observations.

Farmer A read circular letter but said his soil was

too sandy for such pasture grasses.

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County Pasture Improvement Committee was selected February 1955. Local chamber of commerce

offered free seed for each of the 8 demonstrators

who would establish a demonstration of 10 or more

acres of pasture. News article, February 1955,

reported plans and progress.

Pasture Improvement Committee and county agent

conducted tour of 8 pasture demonstrations and 5

of the other best pastures in county. More than

20 businessmen and 62 farmers attended tour.

Prizes were given for 3 best demonstration pastures.

Newspapers reported tour fully, September 1955.

In February 1956, county agent held a series of

community meetings on pasture improvement,

showed colored slides of good and poor pastures;

charts giving per-acre costs of plowing, reseeding,

and fertilizing demonstration pastures. Charts

showed per-acre feed value and value of milk produced based on demonstration records and data

calculated by agent with help of County Pasture

Improvement Committee. This information was

also sent in circular letter to all farmers who attended the 1955 tour and all members of dairy

herd improvement association in the county.

Farmer A attended a meeting and read circular

letter. He learned for first time that these improved

pastures could be established and maintained the

first year at a cost of about $35 an acre; also learned

that the cost could be recovered in milk checks the

first and second years.

Farmer A read news story that summarized facts

presented at meeting. All his objections to the

pasture improvement plan had been met. He was

convinced.

How Farmer A Decided To

Adopt Pasture Improvement Plan

In the February 1956 circular letter, county agent

offered to visit farms of dairymen who wished help

in complete pasture renovation, to test soil for lime

and fertilizer needs, to help in selecting pasture

land and in deciding amount and kind of seed to

use for each soil type.

During farm visit county agent showed Farmer A

the seven-point pasture improvement plan and explained the special services to be given demonstrators.

County agent visited demonstrators in May 1956,

urging limited grazing the first year.

Farmer A telephoned county agent requesting the

help oñ'ered in circular letter.

During agent's visit Farmer A learned that the 20

acres selected would become a good pasture if he

would firm the seedbed with a roller or packer.

Farmer A agreed to follow the seven-point plan and

signed agreement to demonstrate pasture plan on

20 acres to convince some of his skeptical neighbors.

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How Testimony of Satisfied Users Helped Build Confidence in Practice

In early September 1956, county agent again received help of pasture committee in conducting

pasture tour and in making motion pictures of

visits to pastures and tape recordings of some of the

testimonies by demonstrators. The data obtained

showed that improved pastures produced as much

as 5,000 pounds of milk per acre the second year

under favorable soil and rainfall conditions.

During pasture tour Farmer A testified that milk

produced the first year from his new pasture would

more than pay for first year's cost of reseeding. He

urged his neighbors to adopt the new plan. Testimony by other demonstrators gave him added confidence.

^'^il^^

ACTrON

CONVICTION

OfSIßE

30 U. S. GOVERNMENT PRINTING OFFICE : 1958 O -42 7793
Cooperative Extension Work: United States Department of Agriculture

and State Land-Grant Colleges and Universities Cooperating

For sale by the Superintendent of Documents, U. S. Government Printing Office

Washington 25, D. C. - Price25cents

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