Both land grant, research institutions and small private colleges, particularly church-related schools, may identify public service and outreach as critical components of their missions. Five challenges exist for institutions that wish to encourage faculty involvement in public service and outreach: (1) focus on areas of strength within the institution; (2) respond to high priority needs in the region of concern; (3) assure that the activities are assessed for impact; (4) develop reward structures for faculty beyond the intrinsic rewards; and (5) manage the logistics of public service and outreach.