In the older days, evaluating the improvement of programs includes manual surveys and a huge amount of people. It was costly and time consuming and would conclude an inaccurate data. Moreover, the outcomes would usually only be accessible after months. In this era of modernization, Monitoring and Evaluation (M&E) has become digital thanks to the advancements of technologies. This has heightened the effectiveness and accuracy while lessening the costs, making it accessible to carry on various types of evaluation at various phases of a program. Evaluation can now communicate the efficiency of their program to clients, partners, sponsors and the public at large.
Evaluation is defined as a process that critically examines a program. It involves collecting and analyzing information about a program’s activities, characteristics, and outcomes. Its purpose is to make judgments about a program, to improve its effectiveness, and/or to inform programming decisions (Patton, 1987).
Evaluation demonstrates the effectiveness and success of a campaign. It is a strong base that can be utilized to help your campaign incite supporters to make further actions. It can be a very helpful in the post campaign duration to know whether the change has a genuinely affect people's lives.
Evaluations fall into two broad categories which are formative and summative.
What are Formative and Summative Evaluation?
Previously, we have discussed on the S.M.A.R.T objectives created for the #AnakAnakMalaysia Walk campaign that was organized by Star Media Group and Eco World Development Group. The campaign aims to unite all Malaysians and impart to the younger generation the importance of being together as one and having a sense of belonging to the nation.
Let’s take a look at the possible formative and summative methods of evaluation for the S.M.A.R.T objectives that we used previously.
SMART OBJECTIVE 1
To increase the education of the importance of unity and diversity of Malaysians by 30% within 2 months of the campaign.
Formative Evaluation :
i) Media monitoring - Check the amount of times the campaign has been published in the news media.
ii) Measure the social media reach and engagement by regularly monitoring the number of views, likes, comments and hashtags mentioned on the pictures and videos posted on social media.
iii) Conduct weekly polls to monitor the progress in order to determine the amount of people who are engaged on the subject through social media.
Summative Evaluation :
i) Analyze the total number of views, likes, comments and shares on the pictures and videos posted on social media platforms.
ii) Conduct a online survey on the education of the importance of unity and diversity among Malaysians after the six-month period of the campaign.
iii) Summarize the feedbacks from the participants of the forum by creating a Post Event Evaluation Report (PEER).
SMART OBJECTIVE 2
To increase the numbers of participants in the #AnakAnakMalaysia Walk by 20% for the following year.
Formative Evaluation :
i) Record the amount of participants that registered for the #AnakAnakMalaysia Walk every month.
ii) Measure the amount of sponsorships that the campaign managed to obtain.
Summative Evaluation:
i) Measure the total amount of Pestle & Mortar apparels and accessories that were distributed to the participants.
ii) Interview the participants on how they found out about the campaign.
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References
Knowhownonprofit.org. (2018). Evaluating the impact of your campaign — Knowhow Nonprofit. [online] Available at: https://knowhownonprofit.org/campaigns/campaigning-and-influencing/developing-your-campaign-strategy/evaluating-the-impact-of-your-campaign [Accessed 1 Nov. 2018].
Meera.snre.umich.edu. (2018). Evaluation: What is it and why do it? | Meera. [online] Available at: http://meera.snre.umich.edu/evaluation-what-it-and-why-do-it [Accessed 1 Nov. 2018].
Nanda, V. (2018). The 7 Types of Evaluation You Need to Know. [online] SocialCops. Available at: https://blog.socialcops.com/academy/7-types-of-evaluation/ [Accessed 1 Nov. 2018].
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