impact and evaluation. integration: breaking down the silos conference, 26 february 2015
TRANSCRIPT
Impact and evaluation
February 2015
Benefits
Challenges
Today?
Building evaluation into campaign strategy
Stepped approach
Ensure objectives are clear and shared
Clarity on audience(s), journey, and desired action
Collaborative planning to decide targets, responsibilities
and reporting frequency / methodology
Form steering group, if not already in place
Measure / report
Learn / refine
Forster Evaluation Model
COMMUNICATIONS PLANNINGClarifying objectives, audience(s), channels, call to action, competitor
analysis to help benchmark goals, and ideas for activity
Set SMART
campaign goals
Establish programme
milestones
Agree measurements
& metrics
REACH ENGAGEMENT ACTION
What did the audience
see?
How did the audience
get involved?
What did the audience
change? What changed
in the audience?
Increasing levels of audience involvement
Forster Evaluation Model
Forster Evaluation Model
REACH ENGAGEMENT ACTION
What did the
audience see?
How did the audience
get involved?
What did the
audience change?
General perception /
brand awareness
Media coverage
Social media
Website
Partnerships and
stakeholders
Events
Public affairs
Fundraising
Increasing levels of audience involvement
Examples of measurements
REACH ENGAGEMENT ACTION
Opportunities to see
Key message inclusion
Tone of coverage
Number of unique users
Number of visitors to a
particular page/campaign page
Google ranking
Number of followers
Influence of followers
Number partnerships
Number of materials distributed
Comments on articles
‘Shares’ / # / comments @
Downloads
Sign ups to a database
Extended relationship with
partner
Number of volunteers/regional
reps holding events
Number of volunteers/regional
reps downloading packs
Issue mentioned in Parliament
Signatures
Change in perception/attitude
Become members
Increase or decrease in number
of people purchasing something
/ doing something
A legislation change
A change of opinion
Donations
Number of members/supporters
Sales
Increasing levels of audience involvement
Toolbox
Examples
Questions and specifics?
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do.
www.charitycomms.org.uk
Integration:breaking down the silos
Conference
26 February 2015
London
#integratedcomms
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