how to measure the success of your strategy
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How to Measure the Success of Your StrategyBy Ellen O’Donoghue
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
Creating Powerful Communications Strategies:
CharityComms Seminar 19 January 2011
Segment and be ruthless
High
Low
Low High
Willing to act
Influence High
influence
and willing
Low influence and unwilling
Our evaluation process
REVIEW
Current
services,
products,
audience &
marketplace
UNDERSTAND
Perceptions
of who
you are
and what
you do
ASSESS
Impact of
your work
within wider
context
SUSTAIN
Evidence
based
recommen-
dations
Embedded
into strategy
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
Common pitfalls
Measuring activity not impact
Overwhelmed
Left until the end and under resourced
Lack of consistency
Reluctance to confess
Outputs
Outcomes
Methodologies
(S)ROI
Qualitative Quantitative
Behaviour change
Stakeholder consultation
and peer review
External evaluation
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
The National Trust – Food Glorious Food
Developed campaign for 2009, 2010
Now developing 2011
Year on year growth in:
• Online growers (3,500 in 2010)
• NT visitors committing to grow
• New audiences for the campaign
• 78% visitors said FGF inspired
them to eat more local/seasonal
food; 86% grew their own
• 71% increase in members eating
more local/seasonal food.
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
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
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
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
Creating Powerful Communications Strategies:
CharityComms Seminar 19 January 2011
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