Monitoring and evaluation
We measure what the communications work achieved and put it in a form that fits funder reports.
"Our visibility increased" means nothing on its own in a funder report. It has to be made measurable.
At the start we define what will be measured and put the measurement infrastructure in place. At the end of the period we produce an assessment bringing together reach, engagement, conversion and qualitative feedback.
We write it in the format the funder expects. If a target was missed we do not hide it; saying why is more useful for the next period.