www.charitycomms.org.uk/events

1. Creating Powerful Communications Strategies:
CharityComms Seminar 19 January 2011
How to Measure the Success of Your Strategy
By Ellen O’Donoghue
Find out more about CharityComms: www.charitycomms.org.uk
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2. Measuring the success of your
strategy
CharityComms
19 January 2011

3. What’s the point of winning…
…if nobody knows about it?

4. Know your audiences

5. Segment and be ruthless
Influence High High
influence
and willing
Willing to act
Low High
Low influence and unwilling Low

6. Expect change

7. Don’t leave evaluation until the
graveyard slot….

8. Evaluating a strategy

9. Our evaluation process
REVIEW ASSESS UNDERSTAND SUSTAIN
Current Impact of Perceptions Evidence
services, your work of who based
products, within wider you are recommen-
audience & context and what dations
marketplace you do
Embedded
into strategy

10. Core principles
1. Understand how activity delivers results
2. Set scope of analysis
3. Measure outcomes and isolate results
4. Put financial value on results
5. Calculate return on investment
6. Use analysis to prove efficiency and refine activity

11. Common pitfalls
Measuring activity not impact
Overwhelmed
Left until the end and under resourced
Lack of consistency
Reluctance to confess
Outputs
Outcomes

12. Methodologies
(S)ROI Behaviour change
Qualitative Quantitative
Stakeholder consultation External evaluation
and peer review

13. Evaluation in action

14. Breast screening
Impact
12.5% rise in screening rates

15. Smoking
Impact
45% increase in men setting quit dates
36% increase in validated 4 week quits

16. Aspiration
Campaign to raise
the aspirations of
young people
Co-creation with
local young
people, parents
and stakeholders
15 campaigns
being
delivered
nationwide
Evaluation against
GCSE results

17. The National Trust – Food Glorious Food
Developed campaign for 2009, 2010 • 78% visitors said FGF inspired
Now developing 2011 them to eat more local/seasonal
Year on year growth in: food; 86% grew their own
• Online growers (3,500 in 2010) • 71% increase in members eating
• NT visitors committing to grow more local/seasonal food.
• New audiences for the campaign

18. Electrical Safety Council
Reviewing the impact of their safety campaigns 2009-2010
Qualitative and quantitative research methodology
In-depth qualitative analysis, including desk
research and multi-method qualitative techniques
Evidence of impact and evaluation benchmark
Mechanism to allow monitoring and evaluation to be carried out

19. Help On Your Doorstep
Evaluation of service provision 2009-10
Primary research-led activity with clients
and stakeholders
Face-to-face and telephone survey with
120 clients, and in-depth interviews with partners and funders
Cost analysis model based on social return on investment: demonstrated annual
impact of service valued at more than four times the cost of delivery
Full evaluation report including recommendations for service improvement
Evaluation provided strong evidence of the value of the service for stakeholders
and target audience

20. Behaviour change index

21. If you have any questions
or for more information please
don’t hesitate to get in touch:
Ellen O'Donoghue
ellen@forster.co.uk
020 7403 2230
Gillian Daines
gillian@forster.co.uk
020 7403 2230
www.forster.co.uk

22. Creating Powerful Communications Strategies:
CharityComms Seminar 19 January 2011
Find out more about CharityComms: www.charitycomms.org.uk
Sign up for the CharityComms eNews for all the latest charity communications
news, views and resources: http://www.charitycomms.org.uk/about/enews.aspx