The document discusses measuring the success of National Trust Cities (NTCities) programmes and interventions, including proposing a standardized evaluation approach using 7 compulsory questions. Feedback is sought on what support is needed for measurement and suggestions for improvement. A flexible but consistent framework is recommended to evaluate each intervention separately according to its objectives and determine effectiveness.

1. Measurement sub group
• Update on approach to measuring NTCities
• Discuss current proposals
• Your feedback:
– What support do you require?
– Some suggestions

2. What to Measure
Programme
Workstreams
Area/City
Projects

3. The Urban 10 definition constitutes to just under one third of the total sample.
Sample Breakdown: Urban 10 vs. Non Urban 10
All respondents interviewed 27/02/12 – 26/08/12
Urban 10
29%
Non Urban 10
71%
Base: All interviewed 27/02/12 - 26/08/12: (3034)
3

4. 4
EFLAM measures were slightly more subdued amongst the Urban 10 compared
to Non Urban 10, with statistically significant differences for relevance and
visitation.
The key EFLAM measures:
All respondents interviewed:27/02/12 – 26/08/12
76
Awareness
81
32
Claimed Knowledge
35
55
Proximity
59
42
Relevance 48
Urban 10
48
Non Urban 10
Visitation (Penetration) 54
0 20 40 60 80 100
%
AWARENESS: Thinking about organisations which look after and provide access to our built heritage…which can you think of that provide access to…coastlines/historical buildings and sites of
interest/Countryside/Gardens/charitable organisations you can think of…?
KNOWLEDGE: And now, thinking specifically about the National Trust again, how much do you feel you know about the National Trust? - % Know a lot/a reasonable amount about NT
PROXIMITY: Please think about how close you feel to these brands; if you feel they are close to you, put them close to you in the centre of the screen. If you feel that are distant, put them far away (score 7-10 out of 10)
RELEVANCE: And thinking about the sorts of people who support these types of organisations, are they…”For People Like Me”?
PENETRATION: Please can you tell us when you last took part in any of the following National Trust activities….? - Past 12 months
Base: 27/02/12 - 26/08/12; Urban 10 (882) Non Urban 10 (2152)
Relevance & Visitation are significant at a 95% level.

5. We see slightly higher barriers to visiting amongst the Urban 10 – particularly in terms of the
tone of the organisation.
Barriers to Visiting
- % Applies
The following are reason that other people have given or not visiting a National Trust house, garden countryside or coastal location. To what extent do these
reasons put you off visiting a National Trust property?
Not always open when I want to visit
80
Inadequate parking facilities Don't have enough spare time / I feel too busy
60
Lack of café / restaurants There isn't anywhere to visit close where I live
40
Limited accessibilty Too middle class / exclusive
20
0
Too expensive Too stuffy / old fashioned / formal
Not enough variety Too boring
Not enough for children to do Not enough to do in poor weather
Too many rules and regulations Too many children
Urban 10 Non Urban 10
Base: 27/02/12 – 26/08/12: Urban 10 (882) Non Urban 10 (2152)

6. Plan B
Each intervention to be evaluated separately, according to its own
objectives. This will help us to:
• determine whether it has been successful.
• uncover any learning applicable to the wider programme or Trust
• establish whether this intervention / approach works
• establish whether it merits being rolled out or replicated
Needs consistency and flexibility
• Considered against programme objectives & own individual
objectives
• 7 compulsory questions for all evaluation
• Instructions on wording, who to ask and how
• More general guidance on evaluation
• Further support

7. The Key Questions
1. Increased awareness of the NT amongst target audience
2. Increases the target audience’s knowledge of NT and our work
3. Recommend the NT / increased feelings of positivity towards NT
4. Relevant to the target audience.
5. Enjoyable for the target audience.
6. Changed perceptions of the NT amongst the target audience.
7. Made target audience more inclined to become a member/visit
e.g. As a result of xxx would you say your view of the National
Trust is:
1. Much more negative
2. Slightly more negative
3. Unchanged
4. Slightly more positive
5. Much more positive

8. Extra Support: Some ideas
1. Guidance booklet – question wording, consent, data protection,
agency roster, methods, costs, advantages and disadvantages
2. Guidance – when/which projects to evaluate
3. Volunteer/staff researchers - recruitment and training?