How to Measure the Success of Your StrategyBy Ellen O’Donoghue

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Creating Powerful Communications Strategies:

CharityComms Seminar 19 January 2011

Measuring the success of your strategy

CharityComms

19 January 2011

What’s the point of winning…

…if nobody knows about it?

Know your audiences

Segment and be ruthless

High

Low

Low High

Willing to act

Influence High

influence

and willing

Low influence and unwilling

Expect change

Don’t leave evaluation until the graveyard slot….

Evaluating a strategy

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

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

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

Behaviour change index

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