Evaluation the myth vs. the reality a case study Catrina McDiarmid - NZAID.

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Presentation transcript:

Evaluation the myth vs. the reality a case study Catrina McDiarmid - NZAID

New Zealand Context Low public awareness for NZ’s aid efforts Significant skepticism about the effectiveness of aid Limited capacity in many agencies for evaluation and planning

After the Tsunami NZ’s largest aid contribution Very visible NGO involvement – over 50 agencies received funding Huge media interest

Lessons Learnt Researcher commissioned to discuss and debrief tsunami process with NGOs, NZAID and other stakeholders 2 key communications recommendations: continuing to engage and strengthen relationship with media Accounting back to the public

Collaboration Strength in numbers – focussed resources Inclusion – small community groups same opportunities as large agencies Message focus rather than identity or fundraising campaign

Strategy To say thanks to NZ for their generosity To demonstrate how public and government contributions to the relief effort are making a difference For those involved in NZ’s response to work together in a cooperative and constructive manner – increase credibility Proactively and positively counter potential criticism around the tsunami response – be the first ones to talk about corruption, delays, lack of coordination etc

Website Formal Evaluation = Pass Web page views good, although trending down Reality = Success Agencies want a repository for material Fluid format appropriate for subject matter Useful resource for anyone wanting information on NZ’s response work

Media Pack Formal Evaluation – Success 400 kits produced on time and delivered to comprehensive media list Material from packs appears in clippings Reality – Pass Resource intensive to produce Duplication of efforts vv website Timing was off

Media Visit Formal Evaluation – Pass 4 stories on main network news over Christmas break 8 features in major dailies 1 feature in major weekly current affairs mag All key messages visible Reality – Fail One visible negative story damaged whole campaign Agencies scared off the media – worried to ‘court’ media attention Do people watch tv over Christmas?

Collaboration Formal Evaluation – how to measure? Reality – Success Despite uncertainties around effectiveness of campaign, getting 40 agencies to collaborate under one banner is a significant achievement and should continue

Where to next? Interest in tsunami story is now difficult to generate – will not be a Two Years On campaign Mixed results (and feelings) about success of campaign Website will continue to be updated and administered by NZAID Collaboration will continue with an annual scholarship/award for development reporting

Evaluation continues… Campaign is now being used a case study in a graduate paper on NGOs engagement with the media Critically assessed in wider context Recommendations on fine-tuning and improving future initiatives

Blogging First tested in One Year On campaign Now key communication tool for NZAID First public sector organisation in New Zealand to blog