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Covering kids & families' mission goals and strategies 2013-2014

Covering Kids & Families operates a range of programs and convenes a statewide coalition of social services professionals, health care providers, school personnel, policy makers, and researchers that works to improve individual and population health, reduce health disparities, ensure full participation in public and other health insurance and increase access to high quality health care for all residents of Wisconsin.

Our Vision:
All Wisconsin residents have easy-to-access, trusted and efficient mechanisms to learn about, enroll in and use health-supporting programs for which they are eligible. Because of Covering Kids & Families, Wisconsin residents demonstrate better health outcomes with reduced health disparities.

Our Mission: To maximize enrollment and effective participation in health insurance coverage and other services that promote the health and well-being of children and families.


Goal 1: Provide support and resources to schools and communities on access, coverage and outreach related to health insurance coverage and other services.
Strategy 1.1 through 1.2
  • Strategy 1.1 –Build capacity within Wisconsin public schools and other organizations in contact with uninsured children and families to create more efficient, effective, and sustainable ways to connect them to health coverage.
    • Activity: Provide information and training to local personnel so they are better informed about health insurance coverage options and better able to assist children and families enroll, either through on-site assistance or referral to other local agencies.
    • Activity: Provide localized materials and assistance with developing and implementing plans for identifying and providing outreach and enrollment assistance to uninsured children and their families.
    • Activity: Facilitate connections among local organizations.
    • Activity: Provide technical assistance to families and partners as they attempt to enroll themselves or others in public health programs.
    • Activity: Enhance and expand online access to resources for partners, organizations, and individuals to find easy-to-use, high-quality, up-to-date information to assist children and families who lack health coverage and access to other needed programs and benefits.

  • Strategy 1.2: Build capacity within Wisconsin public schools and other organizations in contact with vulnerable children and families to create more efficient, effective, and sustainable ways to connect them to programs including, but not limited to, FoodShare and National School Lunch.
    • Activity: Increase School Food Authorities’ capacity to directly certify children for school meals as effectively and frequently as possible.
    • Activity: Make available clear, concise and compelling information about Wisconsin’s public benefits programs and the agencies through which families apply for those programs.


Goal 2: Sustain a statewide coalition that helps uninsured children, families, and low-income adults get information about and enroll in health insurance coverage and other services that support good health.
Strategy 2.1 through 2.3
  • Strategy 2.1: Serve as a valued resource for coalition partners and others interested in reducing the number of uninsured people in Wisconsin.
    • Activity: Provide resources specifically in demand by CKF partners.
    • Activity: Identify supporters’ needs and respond as able.
    • Activity: Maintain a current website, communicate regularly through electronic communications, and maintain a means for members to communicate their needs and questions (via list serve, blog and Facebook).

  • Strategy 2.2: Actively engage in programs, policy, outreach and administration of efforts beyond Medicaid and BadgerCare+ that affect Wisconsin residents’ access to quality health care.
    • Activity: Closely monitor and participate in discussions related to Federal Health Reform, health insurance exchanges and other efforts that affect and/or wrap around Medicaid and BadgerCare+.
    • Activity: Recognize that access to coverage doesn’t necessarily equate to access to quality care; monitor and participate as possible in efforts related to dental care, health literacy, health disparities and the social determinants of health.

  • Strategy 2.3: Enlist expert individuals and organizations for advice, guidance and program work and remain accountable to CKF supporters.
    • Activity: Engage regularly with a Steering Committee representative of CKF supporters.
    • Activity: Engage regularly with Policy and Outreach Groups


Goal 3: Provide schools, community organizations and other supporters with non-partisan, reliable information on healthcare coverage systems, options and policies in Wisconsin and nationally.
Strategy 3.1 through 3.5
  • Strategy 3.1: Enhance and maintain CKF staff understanding of health policies, programs, and their impacts on individual and public health.
    • Activity: Facilitate CKF Outreach and Policy Groups and Steering Committee discussion.
    • Activity: Attend local, state, regional, and national public health conferences and meetings.
    • Activity: Participate in relevant webinars and dedicate time for newsletter and article review.
    • Activity: Monitor news articles and state documents regarding changes to Wisconsin’s public health coverage program administration, eligibility standards, and opportunities as well as barriers for participants.
    • Activity: Be aware of the latest data and analysis regarding insurance coverage statistics in Wisconsin.

  • Strategy 3.2: Assess current policies, modifications and new legislation that promote and support health insurance options for vulnerable populations, including public health coverage.
    • Activity: Regularly consult with Department of Health Services (DHS) staff to share information and/or concerns about policy and practice issues.
    • Activity: Participate in related health care policy workgroups/ad hoc committees at state and local levels.

  • Strategy 3.3: Enhance and maintain awareness of proposed and existing federal legislation and changes in public coverage program enrollment, eligibility, and administration in Wisconsin.
    • Activity: Monitor health-policy related bills in Congress.
    • Activity: Participate in national CKF and other national health care policy advocacy organization meetings and/or conference calls and attend appropriate national conferences.

  • Strategy 3.4: Develop and maintain strong partnerships with key stakeholders invested in public health.
    • Activity: Participate in national, state and local coalitions that are relevant to public health care policy.
    • Activity: Partner with state and local agencies and stakeholders to identify data that will support investment in public health insurance and public health infrastructure.
    • Activity: Share information from our stakeholders with CKF supporters via meetings, conference calls, webinars, list serve posts, links on the CKF website, the CKF blog and other social media outlets.

  • Strategy 3.5: Through the Policy Group, increase the recognition by state policy makers (legislators and administrators) that CKF is a resource on public health policy, in particular public health insurance.
    • Activity: Identify and meet with the legislative offices of leadership and health policy related committees.
    • Activity: Monitor legislation related to public health policy.
    • Activity: Write and disseminate reports and policy primers to educate state policy makers and other stakeholders about the implications of current public health policy and policy proposals.


Goal 4: Maintain a relevant and sustainable organization driven by quality research and evidence-informed practice.
Strategy 4.1 through 4.4
  • Strategy 4.1: Adapt to a constantly changing environment while maintaining a clear identity.
    • Activity: Be flexible in program proposals and work to accommodate shifts in the economic, political and policy environments.
    • Activity: Seek and obtain funding from multiple sources for well-defined projects related closely to our mission.

  • Strategy 4.2: Evaluate the impact of project work, giving credibility to the organization and its supporters, and to remain consistent with being part of the University of Wisconsin and UW Extension.
    • Activity: Consult established research to inform project work.
    • Activity: Engage outside leadership, including academic leaders and state officials, for major projects.
    • Activity: Conduct quantitative and qualitative evaluation of all project work.
    • Activity: Adjust project work as needed based on evaluation results or new/emerging research; document evaluation and adjustments for internal use and for funders.

  • Strategy 4.3: Disseminate lessons learned to audiences on local, state, regional, and national levels.
    • Activity: Promote the School Based Outreach model and other evidence-informed work as an effective community capacity-building strategy.
    • Activity: Share information with policymakers, the public, advocates, researchers and other partners.
    • Activity: Seek out information and evidenced-informed practices, support and connection to other organizations to further inform project work.

  • Strategy 4.4: Maintain a positive, public profile.
    • Activity: Initiate and seize earned media opportunities.
    • Activity: Proactively communicate to members, partners and policy makers.
    • Activity: Engage in statewide outreach to maintain existing and create new partnerships through conference participation, social media, electronic communication and the sharing of resources and materials.