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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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Presentation Transcript
new zealand context
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
After the Tsunami
  • NZ’s largest aid contribution
  • Very visible NGO involvement – over 50 agencies received funding
  • Huge media interest
lessons learnt
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
Collaboration
  • Strength in numbers – focussed resources
  • Inclusion – small community groups same opportunities as large agencies
  • Message focus rather than identity or fundraising campaign
strategy
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
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
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
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?

collaboration10
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
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
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
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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