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How can you measure the impact of communication strategies in a community project?

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Communication is a vital skill for any community organizer who wants to engage, mobilize, and empower people around a common cause. But how do you know if your communication strategies are effective and impactful? How do you measure the results of your efforts and learn from your successes and failures? In this article, we will explore some methods and tools that can help you assess the impact of communication strategies in a community project.

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1 Define your goals

Before you can measure anything, you need to have a clear idea of what you want to achieve with your communication strategies. What are the specific, measurable, achievable, relevant, and time-bound (SMART) objectives that you have set for your project? How do they align with your overall vision and mission? How do they relate to the needs and interests of your target audience? Having a well-defined set of goals will help you focus your communication efforts and provide a baseline for evaluation.

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Georgina Comba (Ella/She)

Psicóloga | Diplomada en Cs. de la Educación con orientación psicosocial | Dip. en Op. Socio Comunitario.| Dip.en Recursos Humanos| Dip. en Gerencia Estratégica Empresarial | Dip. en Mediación Laboral | #innovacionsocial
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El método SMART para definir los objetivos suele ser sencillo y nos permite identificar y definir con claridad aquellos objetivos que se alinean con la misión, visión y valores de la organización. También es necesario evaluar el contexto y necesidades del público objetivo para que la comunicación sea efectiva y adaptada a las personas.

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2 Choose your indicators

Once you have your goals, you need to decide how you will measure your progress and impact. What are the indicators that will show you if you are reaching your objectives and making a difference? Indicators can be quantitative or qualitative, depending on the type and scope of your project. For example, you might use indicators such as the number of people reached, the level of engagement, the amount of feedback, the change in attitudes or behaviors, the satisfaction or loyalty of your audience, or the influence on decision-makers.

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3 Collect your data

After you have selected your indicators, you need to collect the data that will allow you to measure them. Data collection can be done through various methods and sources, depending on the availability and reliability of information. Some common methods and sources include surveys, interviews, focus groups, observations, testimonials, stories, media coverage, social media analytics, website analytics, email analytics, or CRM systems. You should choose the methods and sources that best suit your project and budget, and that can provide you with relevant and accurate data.

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Dr. Chap Clark

Speaker, author, theologian, and researcher on cultural change and generational impact.
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Pitfalls to avoid in data collection: - surveys rise and fall on the ability of the question to elicit as reflective and authentic response as possible. Often survey questions predetermine the response. Utilize trained researchers to devise and evaluate questions. - For interviews/focus groups, many dynamics come into play that can skew results. Significant is the intuitive relational connection between the interviewer and interviewee (i.e., trust, safe to be honest, wanting to be liked by the interviewer/fellow group members). Also, the way a question is worded can be leading, and especially with follow up questions. Additionally, answers rarely present a well thought out perspective and can distort actual viewpoints.

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4 Analyze your data

Once you have collected your data, you need to analyze it and interpret the results. Data analysis can be done using different tools and techniques, depending on the type and complexity of your data. Some common tools and techniques include spreadsheets, charts, graphs, tables, dashboards, reports, statistics, or qualitative coding. You should use the tools and techniques that can help you answer your evaluation questions and highlight the key findings and insights.

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5 Communicate your findings

After you have analyzed your data, you need to communicate your findings and recommendations to your stakeholders and audience. Communication is not only important for delivering your message and achieving your goals, but also for sharing your learnings and improving your practice. You should use the communication channels and formats that are appropriate and accessible for your audience, such as newsletters, blogs, podcasts, videos, infographics, presentations, or workshops. You should also invite feedback and dialogue, and acknowledge your limitations and challenges.

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Brenda-Lea Morrison, MPA

Servant Leader| Advocacy and Policy Strategist|Experienced Community Engagement Professional | Social Impact Leader
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The more innovative you are with communicating your findings, the more inviting it is for the people who represent the data points your are emphasizing, to be seen and prioritized as active stakeholders in creating data driven solutions.

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Carol Lai

IB MYP/DP Math Teacher | Math Subject Group Coordinator | ECIS Special Interest Group Committee Member (Research Informed Schools)
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Communicating collected and analyzed data transparently and effectively is the key to any organizational and personal growth.

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6 Adapt and improve

Finally, after you have communicated your findings, you need to use them to adapt and improve your communication strategies and project. Evaluation is not a one-time event, but a continuous process of learning and improvement. You should use your findings to celebrate your achievements, identify your gaps, address your challenges, and plan your next steps. You should also monitor and review your communication strategies and project regularly, and adjust them as needed to respond to changing circumstances and needs.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Clayton Gonzalez

Human Service Administrator
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Ways that I have personally used or established to measure the effectiveness of any project or initiative is to establish follow up initiatives such as surveys, case management evaluations, and conduct personal conversations. These initiatives should include the targeted/participating groups, as well as those surrounding them. Once the data is collected, generating a database to analyze and continuously review, provides an effective resource to support future projects.

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How can you measure the impact of communication strategies in a community project?

1

2

3

4

5

6

7

1 Define your goals

2 Choose your indicators

3 Collect your data

4 Analyze your data

5 Communicate your findings

6 Adapt and improve

7 Here’s what else to consider

Community Organizing

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How can you measure the impact of communication strategies in a community project?

1

2

3

4

5

6

7

1 Define your goals

2 Choose your indicators

3 Collect your data

4 Analyze your data

5 Communicate your findings

6 Adapt and improve

7 Here’s what else to consider

Community Organizing

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