Toolkit: Increasing WIC Coverage Through Cross-Program Data Matching and Targeted Outreach

03/01/2022 | Center on Budget & Policy Priorities and Benefits Data Trust

In recent years, more than 40 percent of eligible individuals have missed out on the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), despite the program’s well-documented dietary, health, and developmental benefits. Many of those missing out on WIC are enrolled in Medicaid or the Supplemental Nutrition Assistance Program (SNAP) which makes them automatically income-eligible, or “adjunctively eligible,” for WIC. This toolkit is designed to help state and local WIC agencies leverage data from Medicaid and SNAP to measure enrollment gaps and increase enrollment using tools to plan, launch, and/or strengthen data matching and targeted outreach to eligible families who are not receiving WIC benefits.

Want the complete Toolkit?

Download All

Understanding Current WIC Outreach

WIC agencies conduct many forms of outreach, but few are targeted directly to families known to be adjunctively eligible for WIC. A helpful starting place for state and local teams interested in launching new targeted outreach practices is to catalog how your WIC agencies currently conduct outreach. This information can help you assess how targeted outreach practices could fit into ongoing operations and consider where targeted outreach would require new processes.

Planning Tool 1: Describing the Outreach Landscape

This exercise will set the foundation for building effective outreach and enrollment strategies by guiding your team through gathering key information about your existing outreach practices.

Resources needed:


Additional Resources
Using Data Matching and Targeted Outreach to Enroll Families With Young Children in WIC: Lessons Learned From State PilotsOpens in a new window

Benefits Data Trust and Center on Budget and Policy Priorities, January 5, 2021.

Outreach Landscape ExamplesOpens in a new window

This resource provides descriptions of outreach in two states.

Examples published in Targeted Text Message Outreach Can Increase WIC Enrollment, Pilots ShowOpens in a new window, Benefits Data Trust and Center on Budget and Policy Priorities, June 10, 2021.

This project was made possible by a collaboration between Center on Budget & Policy Priorities and Benefits Data Trust, with support from the Walmart Foundation, Ballmer Group, Mastercard Impact Fund, and The Rockefeller Foundation.

For questions about this toolkit, comments, suggestions, or technical assistance requests please contact Benefits Data Trust at