Table 8. Suggested proximate and ultimate evaluation measures and associated tools for some of the primary communications tools. Tools Proximate Ultimate Evaluation Tools - Number of website visitors - x% website users report finding - Google Analytics Website increases each month. information they are looking for. (proximate). - Amount of time website visitors - x% website users believe website - Online survey on spend at website increases each to be easy to use. website (ultimate). month. - x% website users report increased -Number of pages website visitors knowledge about ACJV and its view increases each month. activities after visiting website. - More than 30% (JV average) of - x% e-newsletter readers report - E-newsletter program E-newsletter recipients open finding interesting information tracking function or and well-written articles. Google Analytics - More than 40% of e-newsletter - x% e-newsletter readers sign up (proximate). readers click on 1 article to read in for other activities listed in the -Online survey of full. and report reading email list - Number of e-newsletter readers about it there. (ultimate). increases each month. - x% e-newsletter readers report - Requests to be added to increased knowledge about ACJV distribution list and its activities after reading increase. newsletters. - x% report readers report finding - Google Analytics to Year-End - More than 40% of report information useful to their work. track who receives and Report distribution list opens report - x% report readers indicate report opens email with within two weeks of emailing is easy to read. report, who clicks on report link. link to read it - Staff, Board members, and (proximate). Technical Committee members - Online survey of email each distribute more than 10 distribution list that reports/year. received report - 75% of partner organizations (ultimate). respond to solicitation for content in annual report. - 75 % Staff, Board members, and - x% staff and Board report that - Observation of Staff, Elevator Talk Technical Committee members those who hear the elevator talk Board members, and learn the elevator talk and deliver seem interested and ask follow up Technical Committee it regularly. questions. members (proximate). - Informal focus group of staff and Board members (ultimate).
Table 8. Suggested proximate and ultimate evaluation measures and associated tools for some of the primary communications tools. Tools Proximate Ultimate Evaluation Tools Website - Number of website visitors increases each month. - Amount of time website visitors spend at website increases each month. -Number of pages website visitors view increases each month. - x% website users report finding information they are looking for. - x% website users believe website to be easy to use. - x% website users report increased knowledge about ACJV and its activities after visiting website. - Google Analytics (proximate). - Online survey on website (ultimate). E-newsletter - More than 30% (JV average) of recipients open - More than 40% of e-newsletter readers click on 1 article to read in full. - Number of e-newsletter readers increases each month. - Requests to be added to distribution list increase. - x% e-newsletter readers report finding interesting information and well-written articles. - x% e-newsletter readers sign up for other activities listed in the and report reading about it there. - x% e-newsletter readers report increased knowledge about ACJV and its activities after reading newsletters. - E-newsletter program tracking function or Google Analytics (proximate). -Online survey of email list (ultimate). Year-End Report - More than 40% of report distribution list opens report within two weeks of emailing report link. - Staff, Board members, and Technical Committee members each distribute more than 10 reports/year. - 75% of partner organizations respond to solicitation for content in annual report. - x% report readers report finding information useful to their work. - x% report readers indicate report is easy to read. - Google Analytics to track who receives and opens email with report, who clicks on link to read it (proximate). - Online survey of email distribution list that received report (ultimate). Elevator Talk - 75 % Staff, Board members, and Technical Committee members learn the elevator talk and deliver it regularly. - x% staff and Board report that those who hear the elevator talk seem interested and ask follow up questions. - Observation of Staff, Board members, and Technical Committee members (proximate). - Informal focus group of staff and Board members (ultimate).
ACJV-COMMUNICATIONS-PLAN-final.docx