Extending program logic to the
Web
Phillip Smith,
Simplifier of Technology
Community Bandwidth
http://communitybandwidth.ca

Why would anyone
trust that guy?
• 11 years of experience working as a
new media producer
• Founded/co-founded three successful
businesses
• Produced/co-produced over 100
projects for clients in Canada, the US,
and the UK

What did I learn in 11 years?

Extend program logic
to the Web!

A logic model is a tool for
evidence-based storytelling

• Road map
• Mental model
• Framework for action
• Program theory
• Rationale
• Theory of change

• Purpose or mission
• Context or conditions
• Inputs or resources
• Activities or interventions
• Outputs, measurements, indicators
• Effects, results, outcomes, impacts

Guides all investments toward
measurable and important
outcomes

Makes it easier for people to
complete their tasks
and for orgnaizations to
prioritize what tasks result in
measureable and important
outcomes.

Answers the question:
WHY ARE WE ONLINE?

New Expectations

The Web is evolving

The bigger question:
WHAT DOES
“BEING ONLINE”
MEAN IN 2006?

Investing strategically
in the Web

Organization-centric view
• About us
• Our programs
• Our staff
• Our funders
• Our supporters
• Our contact information

User-centric view
• Find out what we do
• Make an appointment
• Ask a question
• Make a donations to support our work
• Attend an event
• Take action
• Etc.

The logic model outcomes
feed into the Web logic model

Task analysis
and prioritization
User types:
1. People you have contact with
2. People you have not had contact with
3. Staff

Task analysis
and prioritization … cont’d
• Why are they visiting? How did they get to the
site?
• What do they want to do? What’s their
desired outcome?
• What do we want them to do? What
outcomes would move toward our
organizations objectives
• How can these outcomes be measures?
What are the indicators?

Information design

Case study
…and how campaigns
use the logic model

Kleercut outcomes to date:
• 1000 new activists/month for 20 straight
months
• Over 150,000 messages sent to K-C
• Nation Day of Action (media attention)
• Ad placed in the New York Times
• Shareholder resolution introduced

Extending program logic to the
Web
Phillip Smith,
Simplifier of Technology
Community Bandwidth
http://communitybandwidth.ca