Ellen O'Donoghue, Forster Communications on a shoestring conference www.charitycomms.org.uk/events

1. Communications
on a Shoestring
Conference
27 June, 2012, London
#shoestringcomms

2. Measurement and evaluation
on a budget
CharityComms
27 June 2012

3. What’s the point of winning…
…if nobody knows about it?

4. Know your audiences

5. Expect change

6. Don’t leave evaluation until the
graveyard slot….

7. Evaluating a strategy

8. Segment and be ruthless
Influence High High
influence
and willing
Willing to act
Low High
Low influence and unwilling Low

9. Our evaluation process
REVIEW ASSESS UNDERSTAND SUSTAIN
Current services, Impact of your Perceptions Evidence based
products, work within wider of who you are recommendations
audiences & context and what you do
marketplace Embedded into
strategy

10. 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

11. Common pitfalls
Measuring activity not impact
Overwhelmed
Left until the end and under resourced
Outputs
Lack of consistency
Outcomes
Reluctance to confess

12. Methodologies
(S)ROI Behaviour Qualitative
change
Quantitative Stakeholder External
consultation evaluation
and peer
review

13. Evaluation in action

14. Breast screening
Impact
12.5% rise in screening rates

15. Smoking
Impact
45% increase in men setting quit dates
36% increase in validated 4 week quits

16. Healthy eating
Year on year growth in: • 78% visitors said FGF inspired them to
• Online growers (3,500 in 2010) eat more local/seasonal food; 86% grew
• NT visitors committing to grow their own
• New audiences for the campaign
• 71% increase in members eating more
local/seasonal food.

17. 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 annual
impact of service valued at more than four times the cost of delivery

18. If you have any questions please
don’t hesitate to get in touch:
Ellen O'Donoghue
ellen@forster.co.uk
020 7403 2230
Joanna Foy
jo@forster.co.uk
020 7403 2230