1. Beyond petition signatures:
Measuring campaigning Rachel Collinson

2. About me Former lecturer at Hypermedia Research Centre
Ran Rechord, a web agency working with nonprofits, for 13 years
Now consulting; clients include Greenpeace, Which?, Save the Children, Mind, Alzheimer’s Society, Living Streets

4. As a campaigner (or fundraiser), what do you find disheartening?
A question for you
As a campaigner (or fundraiser), what do you find disheartening?

5. You could say that 'every campaign has an implicit (or explicit) theory of change - how it seeks to make a difference'.
Theory of change

6. The problem is we often don't have enough evidence or perspective to know to what extent our theory is working. There is a danger that as a sector we are not getting much smarter because we struggle to measure the impact of our work.

7. What you measure matters
Not measuring at all

8. Measuring the wrong thing ‘we quadrupled our website hits!’
What you measure matters
Measuring the wrong thing
‘we quadrupled our website hits!’

9. What you measure matters
Measuring too rarely
Only find out whether your time and money was wasted after 5 years…?

10. What are the benefits?
You tell me…

11. What are the benefits? More compelling case for funding
Happier trustees, boss, funders
Happier staff
More receptive targets
Rapid learning and improvement (failing fast)
Faster change!

12. What should campaigners measure… …and how?
So…
What should campaigners measure…
…and how?

13. How do we know what this seed will grow into?
Picture of a seed

14. Indicators. The DNA of an organisation
Indicators. The DNA of an organisation. Looking at the DNA gives you an idea of what the organism might turn out (but bearning in mind there are environmental factors that will interfere)
DNA

15. Rolling out your campaign and then measuring it is like planting a seed, then watering it and observing it as it grows. Does it need more water? Less? Does it need more sun? Less? Too many campaigners try to grow a plant in a box and only open the box at the end of the campaign.

16. 2 different types Lead measures Lag measures
Tell you as something is beginning to change
Tell you after something has changed
The best measurements combine both of these

17. Precise

18. Practical
Practical

19. Playful
Picture of game

20. An example

21. Describe what it was like without set of measures
Picture of UD campaign

22. What needed to happen?
Picture of UD campaign

23. Integrity Engagement Proliferation Inspiration Systemic change
Indicators of change
Integrity
Engagement
Proliferation
Inspiration
Systemic change

24. How do you feel now about having measures
How do you feel now about having measures? Has it changed the way you make decisions or do things day to day?