As the campaign comes to an end, your organisation will need to evaluate the progress made and look at how the issues have changed since the beginning of your campaign. This should include documenting intended and unintended outcomes, as well as positive and negative changes.
Some of these changes might be obvious, such as the passage of a new law that meets your campaigning objectives. However, other changes may not be immediately clear, and may require time before they can be fully assessed. For example, the impact of a new law governing media licences may only be evaluated over time by measuring the change in the numbers of licences awarded to independent media houses in the months or years following the enactment of the law.
Changes could be concrete, such as those that you identified at the beginning of the campaign in your SMART objectives (e.g. the passage of a new law) (see Setting Campaign Objectives). They could also be unexpected, such as an increase in the number of journalists covered by life insurance or the adoption of a minimum wage requirement for journalists. Both changes directly relate to the objective of improving the working conditions of journalists.
Be sure to communicate to your stakeholders all of the campaign's initial outcomes. This will help to reinforce your relationships with those who were involved in the campaigning process. Communicating campaign achievements can also have a great motivational effect on your internal constituency, and can serve to strengthen your ties with external stakeholders, such as financial donors or other activists.
Impact concerns long-term and sustainable effects in the lives of the campaign beneficiaries. Impact assessment answers the question, "How have the lives of the beneficiaries been influenced as a result of the changes achieved by the campaign?"
Impact can be related to the changes achieved directly by the campaign, or to the unanticipated changes caused by events during the implementation of the campaign strategy. Impact can be positive or negative, and internal or external.
The objective of doing an impact assessment is to help you decide what actions your organisation should take to continue advancing towards your ultimate goal (e.g. the protection of freedom of expression), and to identify and improve on the tools your organisation needs to achieve this goal.
Since an impact assessment will evaluate the effects of the changes in the lives of the beneficiaries, beneficiaries should ideally be part of the impact assessment process to analyse whether the outcomes have had any effect (positive or negative) on them. You may decide to re-engage with the beneficiary group that helped your organisation analyse the campaign issue and problem (see What to campaign on).
For instance, if a focus group of journalists helped your organisation identify that poor working conditions in their profession are an impediment to freedom of expression, it is best situated to analyse the effects of the outcome (e.g. a new law that permits the creation of journalists' unions).
Impact assessment also allows you to analyse if the advances made during a campaign fulfil the overall mission and vision of your organisation. If the mandate of your organisation is to improve the overall freedom of expression situation for journalists in your country, you would assess whether the new law brought you closer to reaching your overarching goal.
Internal impact: Your campaign can have an impact on the internal workings of your organisation. For example, after having worked closely with a political party in order to advocate for a new law, your organisation might be identified with a political leaning, and thus lose the perception of political independence. You should implement internal feedback mechanisms and consider comments from key stakeholders such as donors, media, other NGOs, etc. in order to be aware of and avoid this kind of impact.
Baseline studies: In some cases, it might be possible to find trusted sources that could indicate, for example, the percentage of journalists working for the mainstream media that do not have written contracts. The same source could undertake a study of the percentage change at the end of the campaign. However, keep in mind that establishing baselines can be a complicated and expensive exercise depending on the data that needs to be included.
Other impact indicators: During the analysis of the campaign issue and problem, other indicators may become apparent that you could refer to when assessing the impact of the campaign.
Adequate implementation: While doing an impact assessment, you should also measure whether the outcomes achieved are being adequately implemented. A law that was passed as a result of your campaign might not be properly financed or regulated; you might also find that the legal interpretation of the law's key elements vary from one judge to another. This will affect the overall impact of the law.
Ad-hoc methodologies: Tools such as focus groups or baseline studies as mentioned above help to assess the impact of the expected outcomes. But since outcomes could also be unexpected, it is also necessary to include ad-hoc methodologies to assess impact.
Even though they may seem similar, monitoring and evaluation (M&E) and impact assessment are two different processes. M&E tells you what outcomes the campaign has achieved and what activities helped achieve those outcomes (see Monitoring and Evaluation). Impact assessment, on the other hand, informs you about the real effects of these outcomes.
While you should assess impact at the closing of the campaign, impact assessment methodologies and tools need to be identified at the initial stages of the campaign strategy in the same way that you would have identified M&E methodologies and tools.
Some of these changes might be obvious, such as the passage of a new law that meets your campaigning objectives. However, other changes may not be immediately clear, and may require time before they can be fully assessed. For example, the impact of a new law governing media licences may only be evaluated over time by measuring the change in the numbers of licences awarded to independent media houses in the months or years following the enactment of the law.
IDENTIFY CHANGES AND SHARE THEM WITH STAKEHOLDERS
Changes could be concrete, such as those that you identified at the beginning of the campaign in your SMART objectives (e.g. the passage of a new law) (see Setting Campaign Objectives). They could also be unexpected, such as an increase in the number of journalists covered by life insurance or the adoption of a minimum wage requirement for journalists. Both changes directly relate to the objective of improving the working conditions of journalists. Be sure to communicate to your stakeholders all of the campaign's initial outcomes. This will help to reinforce your relationships with those who were involved in the campaigning process. Communicating campaign achievements can also have a great motivational effect on your internal constituency, and can serve to strengthen your ties with external stakeholders, such as financial donors or other activists.
ASSESS IMPACT
Impact concerns long-term and sustainable effects in the lives of the campaign beneficiaries. Impact assessment answers the question, "How have the lives of the beneficiaries been influenced as a result of the changes achieved by the campaign?" Impact can be related to the changes achieved directly by the campaign, or to the unanticipated changes caused by events during the implementation of the campaign strategy. Impact can be positive or negative, and internal or external.
Since an impact assessment will evaluate the effects of the changes in the lives of the beneficiaries, beneficiaries should ideally be part of the impact assessment process to analyse whether the outcomes have had any effect (positive or negative) on them. You may decide to re-engage with the beneficiary group that helped your organisation analyse the campaign issue and problem (see What to campaign on).
For instance, if a focus group of journalists helped your organisation identify that poor working conditions in their profession are an impediment to freedom of expression, it is best situated to analyse the effects of the outcome (e.g. a new law that permits the creation of journalists' unions).
Impact assessment also allows you to analyse if the advances made during a campaign fulfil the overall mission and vision of your organisation. If the mandate of your organisation is to improve the overall freedom of expression situation for journalists in your country, you would assess whether the new law brought you closer to reaching your overarching goal.
THINGS TO CONSIDER WHEN ASSESSING IMPACT
Internal impact: Your campaign can have an impact on the internal workings of your organisation. For example, after having worked closely with a political party in order to advocate for a new law, your organisation might be identified with a political leaning, and thus lose the perception of political independence. You should implement internal feedback mechanisms and consider comments from key stakeholders such as donors, media, other NGOs, etc. in order to be aware of and avoid this kind of impact. Baseline studies: In some cases, it might be possible to find trusted sources that could indicate, for example, the percentage of journalists working for the mainstream media that do not have written contracts. The same source could undertake a study of the percentage change at the end of the campaign. However, keep in mind that establishing baselines can be a complicated and expensive exercise depending on the data that needs to be included.
Other impact indicators: During the analysis of the campaign issue and problem, other indicators may become apparent that you could refer to when assessing the impact of the campaign.
Adequate implementation: While doing an impact assessment, you should also measure whether the outcomes achieved are being adequately implemented. A law that was passed as a result of your campaign might not be properly financed or regulated; you might also find that the legal interpretation of the law's key elements vary from one judge to another. This will affect the overall impact of the law.
Ad-hoc methodologies: Tools such as focus groups or baseline studies as mentioned above help to assess the impact of the expected outcomes. But since outcomes could also be unexpected, it is also necessary to include ad-hoc methodologies to assess impact.
IMPACT ASSESSMENT VERSUS MONITORING AND EVALUATION
Even though they may seem similar, monitoring and evaluation (M&E) and impact assessment are two different processes. M&E tells you what outcomes the campaign has achieved and what activities helped achieve those outcomes (see Monitoring and Evaluation). Impact assessment, on the other hand, informs you about the real effects of these outcomes. While you should assess impact at the closing of the campaign, impact assessment methodologies and tools need to be identified at the initial stages of the campaign strategy in the same way that you would have identified M&E methodologies and tools.
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