measurement and evaluation on a budget
TRANSCRIPT
Communications on a Shoestring
Conference
27 June, 2012, London
#shoestringcomms
Measurement and evaluation on a budget
CharityComms
27 June 2012
What’s the point of winning…
…if nobody knows about it?
Know your audiences
Expect change
Don’t leave evaluation until the graveyard slot….
Evaluating a strategy
Segment and be ruthless
High
Low
Low High
Willing to act
Influence High influenceand willing
Low influence and unwilling
Our evaluation process
REVIEW
Current services, products, audiences & marketplace
ASSESS
Impact of your work within wider context
SUSTAIN
Evidence based recommendations
Embedded into strategy
UNDERSTAND
Perceptions
of who you are and what you do
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
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 Behaviour change
Qualitative
Quantitative Stakeholder consultation
and peer review
External evaluation
Evaluation in action
Breast screening
Impact
12.5% rise in screening rates
Smoking
Impact
45% increase in men setting quit dates
36% increase in validated 4 week quits
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.
Healthy eating
Supporting vulnerable people
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 annualimpact of service valued at more than four times the cost of delivery
If you have any questions please don’t hesitate to get in touch:
Ellen O'Donoghue
020 7403 2230
Joanna Foy
020 7403 2230
