Evaluation: Measuring Communication Results

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Evaluation: Measuring Communication Results

Evaluation of your project is integral to ensuring that time, resources and budget spent are being used wisely, efficiently and – most importantly – successfully. Internally, tracking and reviewing performance and communication metrics will yield important insights that can help your organization evolve and fine-tune your efforts. Externally, assessing the effectiveness of your communication efforts can showcase to potential funders the depth and breadth of your networks and influence.

The following are ways to measure impact of your communication activities:


Communication Materials

Distribution – Use print or electronic tracking forms to keep count of how much of your communication materials is distributed and to whom. The count should include reorders of materials.

Placement – Determine where materials were physically placed, e.g., banners on websites, how logos were displayed.


Allies and Partners

Engagement – Monitor which targeted organizations helped to distribute your materials and/or provided a speaking venue, used their communication channels and/or events venues to share your materials and story.


Media Outreach

Results and Reach – Monitor media coverage and report the number of placements (e.g., newspaper, online news site, television segment) and the circulation/viewership of each placement.


Social Media

Engagement – Through social analytics, you can monitor increased connections and social media efforts across platforms (e.g., Facebook likes, Twitter followers, YouTube views).

Shares of posts, links, visuals, etc. – Track use of your and APNF’s logo, visuals/graphics and other images on social media.

Social media footprint – Big data and social analytics provide ways to measure and understand results of an organization’s social media efforts across platforms. There is also software like Sprout Social and Hootsuite, which enable users to find and engage with social media users who are influential on certain topics and have a sphere of influence.


Special Events

Media coverage and social media amplification – One evaluation mechanism is to assess publicity it generates, interviews conducted, articles and appearances secured, key messages conveyed and message amplification in social media.

Attendance and engagement – Track registration and attendance, volunteer and leadership participation, sponsorship involvement, logistics and venue execution, marketing spend performance and public response if there was a call to action.


General Public Engagement

Event participation – Determine the number of people participating in or attending the your events and activities in the community through sign-up sheets or attendance-tracking records.

Requests for information and general communication – Document the incoming phone calls, web or mail inquiries, the types of requests and what/who prompted them to find out more about your organization.