Develop the evaluation plan
What is it?
Developing an appropriate monitoring and evaluation framework tailored to the activities, objectives and goals of your planned intervention. It involves establishing your baseline, defining appropriate indicators of success and setting out the broad shape of the overall monitoring and evaluation plan.
Why do this?
Evaluation is vital for a variety of reasons, not least in order to know if your intervention has worked or not, and to be able to monitor how well things are going during implementation. You therefore need to layout the basis of how your intervention will be evaluated at this stage. This enables you to consider the resources that you will need for the evaluation and any stakeholder who should collect data that can be used for evaluation.
How might you do this?
You need to decide what indicators can be measured, both during and at the end of the intervention. These are indicators that will provide you with the information you need to monitor progress as you go, and assess how well the intervention was delivered and the impact it has made. You are likely to need data on a range of indicators, such as direct, intermediary and indirect indicators. More >
Direct indicators are data sources that can be used for outcomes evaluations and include:
- Changes in the numbers of people:
- Going for cancer screening.
- Stopping smoking.
- Visiting A&E.
- Attending weight measurement classes.
- Taking up exercise classes etc. i.e. increased uptake of a particular product or service.
Intermediary indicators can precursors to behavioural change, for example:
- Measuring changes in awareness, knowledge, beliefs and attitudes.
- Media analysis - column inches, quality of coverage, campaign mentions in the media.
Indirect indicators may not be a direct objective of the intervention, but can be an important indicator of impact, for example:
- The quality of materials and services provided.
- Indirect sales data such as alcohol sales or sales of condoms.
- Skills and capacities acquired by stakeholders delivering the intervention.
Double check that you (or the evaluators) will be able to get the information that they need, in the form that they need it.
Ensure that any stakeholders who may control relevant data are aware of what they will need to do to support the evaluation.
Ensure that you have a clear picture of your starting point/s – data on the current picture that you can use to make direct comparisons as the intervention is implemented.
Your baseline, and clarity on the indicators that you will use to track, monitor and evaluate progress.
An important contribution to the social marketing plan, with a section that deals with evaluation.