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

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Presentation on theme: "Evaluation the myth vs. the reality a case study Catrina McDiarmid - NZAID."— Presentation transcript:

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

2 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

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

4 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

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

6 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

7 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

8 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

9 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?

10 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

11 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

12 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

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


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