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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.
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Evaluation the myth vs. the realitya 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