One of the most important steps a state can take to provide health coverage to its children is to reach uninsured children who already qualify for Medicaid or the SCHIP. Some six million children who are uninsured qualify for the two programs, representing close to seven in ten of all uninsured children. The vast majority of these children are low-income, have a parent who is employed and come from families that are eager to enroll their children in coverage. This issue brief presents strategies a state can take to increase their Medicaid and SCHIP participation rates, and thus reach more “eligible but uninsured” children.