8

STEP

PLAN FOR MONITORING AND

EVALUATION
a) Purpose
b) Results to be measured
c) Methods
d) Timing
e) Budget
This step will guide you in determining these funding needs
and identifying related activities.

But before, is important to clarify up front: the difference

between the term monitoring and the term evaluation.

Monitoring refers to measurements conducted sometime after

you launch your social marketing effort but before it is
completed.

Evaluation, is a measurement and final report on what

hapenned, answering the following bottom-line question: Dis
you reach your goals for changes in behaviors, knowledge,
and attitudes?
 Steps in developing an evaluation and
monitoring plan

a) Purpose
Why are you conducting this measurement?
b) Results to be measured
What will you measure?
c) Methods
How will you measure?
d) Timing
When will you measure?
e) Budget
How much will it cost?
 a) Purpose
Why are you conducting this measurement?

Your purpose often shapes what you measure, how you measure, and
when. Audiences for the measurement results will vary, depending on
your purpose.

Different purposes for an evaluation:

• To fulfill a grant requirement
• To do better the next time you conduct the same campaign
• To (hopefully) get continued or even increased funding
• To help you decide how to prioritize and allocate your resources
going forward
• To alert you to midcourse corrections you need to make to achieve
your goals
To fulfill a grant requirement

Sometimes the nature of the monitoring and/or evaluation will be

predetermined by specifications in a grant.

lo
Ejemp

A city receives a grant from a state department of transportation (DOT) to increase

the use of pedestrian flags in the city’s eight crosswalks in a downtown corridor.
Asume the DOT is hoping that this city’s campaign strategies are successful and that
these strategies can then be shared by the DOT with other cities in the state. The
campaign’s evaluation plan will certainly include measuring levels of flag usage
before and after the campaign. And the funder (primary audience for the
measurement) will need to be assured that the data were collected using a
systematic, reliable, and verifiable methodology that can be replicated in other
cities.
To do better next time

What if, instead, you are sincelery interested in measuring what

hapenned so that you can improve results in your next similar
efforts?

lo
Ejemp
Imagine a countywide effort to reduce smoking around children in cars. (page 424)
To get support for continued funding

Often the purpose is to persuade funders to reinvest in the project

to sustain it into the future. Key to the success of this endeavor is
identifying criteria the funders will use to make their decisions
and then creating and evaluation plan that includes measures to
provide this information.

lo
Ejemp

Consider the Road Crew case in Wisconsin, in which a service using limousines and
other luxury vehicles picks up people… page 424.
To help determine resource allocation

Management may also, or instead, want to use and evaluation

effort to help decide how resources should be allocated in the
future.

lo
Ejemp

In King County, Washington, the Department of Natural Resources and Parks

wanted an evaluation survey to help decide which of some 30 community outreach
efforts should receive more funding and which, perhaps, should be pulled back.
Page 425.
To decide if course corrections are needed

This purpose will lead to a monitoring effort, measuring

sometime after and effort launches but before completion, to
determine whether goals are likely to be met based on how the
market is reponding.

lo
Ejemp

Example: “Pedestrian Flags”, page 425.

 b) Results to be measured
What will you measure?

What will you measure is likely to fall into one or more of five
categories:

• Inputs
• Outputs
• Outcomes
• Impacts
• Return of investment (ROI)
Inputs

Resources allocated to the campaign or program effort.

• Money
• Staff time
• Volunteer hours
• Existing materials used
• Distribution channels utilized
• Existing partner contributions
The quantification of these resources will be especially important
when determining ROI, as they represent the amount invested.
Ouputs

They represent how you utilized program inputs and are distinct
from outcome measures, those focusing on your target audience’s
response to these activities. Sometimes referred to as process
measures.
• Number of materials disseminated, calls made, events held,
websites created, social media tactics employed
• Reach and frequency of communications
• Free media coverage
• Number of special events held
• Paid media impressions and cost per impression
• Implementation of program elements (e.e., whether on time,
on budget)
Outcomes

Your are now assessing customer response to your outputs, most

likely involving some type of primary research surveys. These
were determined by the goals you established in Step 4, the
especific measurable results you want your program to achieve–
one or more of the following types:
• Changes in behavior
• Number of related products or services “sold” (e.g., safer
pesticides)
• Changes in behavior intent
• Changes in knowledge
• Changes in beliefs
• Responses to campaign elements (e.g., Youtube videos shared,
Facebook postings shared, Twitter followers, number of
attendees at special events)
• Campaign awareness
• Customer satisfaction levels
• New partnerships and contributions created
• Policy changes
Impact

Indicators that show levels of impact on the social issue that

was the focus for the effort.

• Improvements in health
• Lives saved
• Injuries prevented
• Wildlife habitats protected
• Water quality improved
• Animal cruelty reduced
• Water supply increased
• Crimes prevented
• Air quality improved
• Financial well-being
• Landfill reduced improved
Return on Investment (ROI)

Value of changes in behavior and the calculated rate of return on the

spending associated with the effort.
Most ROIs can be determined with five simple steps:
1. Money Spent
2. Behaviors influenced
3. Cost per behavior influenced
4. Benefit per behavior
5. ROI. This takes three calculations:
– Cost to change one behavior
– For every dollar spent, dollars saved or generated
– After subtracting expenses, the rate of return on investment
 c) Methods
How will you measure?

Our third step in developing an evaluation and monitoring plan is

identify methodologies and techniques that will be used to
actually measure indicators established in the first step:
• Quantitative surveys
• Randomized controlled trials (RCTs)
• Nonrandomized control groups
• Qualitative surveys
• Observation research
• Scientific or technical surveys
• Records and databases
• Comparative effectiveness research
• Pilots
 d) Timing
When will you measure?

Timing for measurement efforts:

• Prior to campaign launch.

• During campaign implementation, conducting to provide
input for changes midstream and to track changes over time.
• Post-campaign activities, the most typical evaluations,
especially when resources and tigh time frames prohibit
additional efforts.
 e) Budget
How much it will cost?

Costs will vary:

• Minimal costs, simply involve checking records and

databases or gathering anecdotal comments.
• Moderate costs, involve citizen surveys or observation
research.
• Significant costs, involve randomized controlled trials and
scientific or technical surveys.

Ideally, decisions to fund these activities will be based on the

value they will contribute to your program.
Once a methodology is determined based on your research
purpose, you can asses these potential costs versus potential
benefits.
Social marketers Francois Lagarde, Jay Kassirer, and Lynne
Doner L suggest 4 factors that may drive an evaluation budget up
or down. They first acknowledge the often-referenced “10% rule
of thumb.” And in addition to referencing this 10% rule, they
suggest the following considerations:
• What level of atribution is required?
In some cases, a rigorous study of impact is critical to justifying sifnificant
future investments.
• Is there existing evidence?
If your program has recently been evaluated and is still “on track,” your
organization and funders may be satisfied with a more limited number of
additional outcome measures.
• Can you build in measures to evaluate and monitor?
This may involve ensuring that existing records or data collection methods are
used and, if not, exploring whether new ones can be built into the intervention,
providing “automatic” data finding on outcomes.
• What level of precision is needed?
Costs will vary significantly by primary research methodologies and
requirements.
 o
How t

Develop an evaluation and monitoring plan by choosing your (a)

purpose for evaluation, (b) what will you measure, the (c)
methodologies you will need acording to your purpose, the (d)
timing that its best for your evaluations and the (e) costs for your
proposed efforts.
 PARA
CONOCER
MÁS
Ejemplos del libro
Tabla 4.2 Identifying Potential Focuses for Your Campaign
Page 107

Tabla 4.3 Potential Rationale for Choosing a Campaign Focus

Page 107