Tracking Your Success
Evaluation: Analyzing and Using Your Results

Updated: 6.1.06

Take the following into consideration as you interpret the data you have collected:

• Consider when your activities took place in relation to changes in call volume and/or media coverage. Be sure to include the period of time that advertisements and other outreach activities took place.

• Be aware of any other advertising about health care coverage programs that preceded or followed the data collection period. Sometimes there is a carryover from activities, advertising or other events that might have drawn attention to the hotline number.

• Document other activities/outreach efforts that took place in the same time period that may have affected the results of your campaign. For example, if the state tax office sent out letters to all families with potentially eligible children just before your effort took place, your results may not be as dramatic.

• Make note of other major news stories that may have limited or eclipsed coverage of your activities.

• Hotline:

• Look for changes in call volume that can be directly linked to events and advertising.
• The number of calls may be affected by activities/ads that immediately precede your campaign.
• The more specific your data, the more accurate a measure of your campaign. For example, collect the number of hotline calls in the counties where there was advertising or events and make sure the activities were specific to children's health care coverage, if that is your focus.

• Media:

• Consider the number, length and placement of stories in newspapers or newscasts. Where was your story in relation to the other stories? What was the extent of the coverage? Who was quoted? Were there follow-up stories?
• Did an editorial appear about child health care coverage or were you able to publish a letter to the editor or op-ed?
• Determine the potential number of people reached by the media coverage. You can contact the advertising departments of print and broadcast media outlets to get this information.

What Do I Do with the Evaluation Findings?

Prepare a report or series of short reports to share the findings. Explaining what you set out to do and what you accomplished - with the data for proof - is a good way to "make the case" for the value of your outreach. Use the report to congratulate coalition members or partners, create news, and plan future events. For samples of hotline and media databases, see the Covering Kids & Families Evaluating Communications and Outreach guide.