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Measurement and evaluation on a budget


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Ellen O'Donoghue, Forster
Communications on a shoestring conference

Published in: Economy & Finance, Business
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Measurement and evaluation on a budget

  1. 1. Communicationson a Shoestring Conference 27 June, 2012, London #shoestringcomms
  2. 2. Measurement and evaluationon a budgetCharityComms27 June 2012
  3. 3. What’s the point of winning… …if nobody knows about it?
  4. 4. Know your audiences
  5. 5. Expect change
  6. 6. Don’t leave evaluation until thegraveyard slot….
  7. 7. Evaluating a strategy
  8. 8. Segment and be ruthless Influence High High influence and willing Willing to act Low High Low influence and unwilling Low
  9. 9. Our evaluation process REVIEW ASSESS UNDERSTAND SUSTAIN Current services, Impact of your Perceptions Evidence based products, work within wider of who you are recommendations audiences & context and what you do marketplace Embedded into strategy
  10. 10. Core steps 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. 11. Common pitfallsMeasuring activity not impactOverwhelmedLeft until the end and under resourced OutputsLack of consistency OutcomesReluctance to confess
  12. 12. Methodologies (S)ROI Behaviour Qualitative change Quantitative Stakeholder External consultation evaluation and peer review
  13. 13. Evaluation in action
  14. 14. Breast screening Impact 12.5% rise in screening rates
  15. 15. Smoking Impact 45% increase in men setting quit dates 36% increase in validated 4 week quits
  16. 16. Healthy eatingYear on year growth in: • 78% visitors said FGF inspired them to• Online growers (3,500 in 2010) eat more local/seasonal food; 86% grew• NT visitors committing to grow their own• New audiences for the campaign • 71% increase in members eating more local/seasonal food.
  17. 17. Supporting vulnerable peopleFace-to-face and telephone survey with 120 clients, and in-depth interviews withpartners and fundersCost analysis model based on social return on investment: demonstrated annualimpact of service valued at more than four times the cost of delivery
  18. 18. If you have any questions pleasedon’t hesitate to get in touch:Ellen 7403 2230Joanna 7403 2230