Due: Apr. 3, 1998

Overview. The requirement for this assignment is a one page paper describing your evaluation plan and another describing your dissemination plan. Some background to help you think about these two areas is provided first.

An evaluation component strengthens your proposal since it presents a method of determining if the project actually did what it was supposed to do. Evaluation is an important part of a project for several reasons:

• It is a management tool.
• It can identify problems before the end of the project.
• It strengthens the validity of a project.
• It is another indicator of credibility.
• It is often a requirement when submitting a proposal.

The two general criteria for assessing results are:

• Were the goals/objectives reached?
• Was the project design followed?

If you have followed good procedures for writing your objectives you will have a general method and performance standards for the first question already specified. The second question requires an audit of procedures.

The evaluation section should identify:

• What will be evaluated
• What information will be used
• Where the information will be obtained
• What data collection instruments will be used
• When the measures will be applied
• What analyses will be completed
• What corrective steps will be taken if the project is not meeting its objectives
• What questions can be answered as a result of evaluation.

The scope (cost, elaboration, time) of the evaluation should be appropriate to the size of the project. The technical soundness of data collection instruments and procedures should be demonstrated. The methods of data analysis should be described and justified. Any standards used to judge the result should be identified. The content and timing of reports based on the evaluation should be indicated.

The person or persons responsible for the evaluation should be identified and credentials provided if the individual is a consultant, a common approach for a large project. Another approach is to hire a statistician or graduate student with statistical expertise to collect and analyze quantitative data. Or if you have chosen a more qualitative approach, you may wish to hire an outside expert to conduct unbiased focus group interviews to ascertain satisfaction, attitude or perception change.

Format for Evaluation Plan. After you have discussed possible evaluation techniques and selected the one(s) that you think best answers the two questions in bold above, write a page or so describing how you will evaluate your project.

Donald Schon says the hallmark of any professional is the ability to "name and frame a problem." Here in the context of dissemination, it is the ability to name and frame the results of the project and its evaluation.

Disseminating information about your project and its results, or "telling the story" includes commenting on:

• the vision which prompted and justified the project,
• why the particular project was chosen,
• how the project was carried out,
• what was learned,
• what decisions have been made as a result,
• how services have improved,
• how the client’s life has been made better

The Audience

Determine who your various audiences are -- who wants to know, who needs to know. Think broadly about all your audiences. Internally may be the easiest. This is the other staff in the organization, even if not involved in the project. They want to know: How will the results affect their work? Can they be proud of this project? Can they participate in the next iteration? Should they think about doing anything differently as a result of the project?

Externally, they are several categories of audiences, for example:

• professional peers
• state agencies (esp. if they signed off on funds)
• federal government (if you are applying to this source and wish further funding)
• local government officials (if responsible for your project budget)
• library supporters (Friends, trustees, users)
• news media (think about pictures)

When considering what format to use, try to match the format to your audience’ interests and needs. Communicate to fit the user’s point of view. Use clear, expository prose and focus on RESULTS, DECISIONS, IMPACTS. Use graphs, charts and other visuals if possible.

When considering what information folks need to know, a good rule to follow is that the more changes you are advocating and the most complex the project is, the less most people want to know. Summarize the results; omit the detail on how you went about it. Talk about the impact of the project now and what you anticipate in the future.

Tailor the message to the individual or group ("different strokes for different folks"). Use your imagination to understand what your audience or listener wants/needs to know. Some examples:

• The funding agency wants to know if you did what you promised to do within the time frame you promised to do it, and if not, why not.

• Budget analysts and financial managers are impressed with cost analyses and clear, objective data.

• Politicians and library board members prefer anecdotes (esp. from their own constituencies) and statements of impact

• The news media wants the human angle, forecasts, quotes, "hooks" to help frame the issue for the general public.

• The staff want to know, "How does it affect me?"

• Professional peers have the most patience for information about methods -- the "how." They also want to know whether or not you would recommend that the project be replicated in their own agencies.

Some of the ways you can let others know what you have done include:

• Mailing a report to colleagues in the field
• Sponsoring a seminar or conference on the topic of your project
• Attending a conference to present the results of your project
• Producing a video of a part of your project
• Arranging a site visit for key people
• Preparing articles for professional or trade journals about your project
• Developing a pamphlet describing products or services resulting from your project
• Exhibiting at an appropriate meeting or conference
• Demonstrating techniques or materials developed from your project
• Giving special briefings for key officials
• Preparing press releases for the news media
• Filing project documents with ERIC
• Developing a model course, seminar or workshop on the project
• Developing self-instructional modules to train others in methods
• Using computer networks to disseminate project findings.

As you describe your ideas, include the details identifying the people, conferences, journals, news media, etc. as appropriate.

Format for Dissemination Plan. After you have discussed who your various audiences are and how to reach them, write a page or so describing your plans to disseminate information about your project.

These two plans -- evaluation and dissemination -- can be submitted together as one web document. Don't forget to identify the project name and members of your project group and the date.

©: Evelyn Daniel, 1998. All rights reserved.
Page revised 3/21/98.