This resource corresponds to Day 3.

Here is a suggested outline for organizing and presenting your evaluation findings.

Front cover: Make sure that your front cover looks neat and professional. This is the first thing readers will see, so you want to make a good first impression.

Executive summary: This brief (two-to three-page) overview of the evaluation should outline major findings and recommendations. Since many people only read the executive summary (and ignore the rest of the report), make sure that it is as complete and clear as possible.

Background information about the campaign: Write this section assuming that readers know nothing about your campaign. Take time to clarify campaign goals, messages, communication strategies, and other essential campaign elements.

Description of the evaluation: This section explains why you conducted the evaluation and what you hoped to learn from it. It should also explain anything the evaluation was not intended to do (e.g., if it was a process evaluation, it was not meant to assess campaign effectiveness).

Results of the evaluation: To be complete, this section should include all of the data collected during the evaluation, analyzed, recorded, and organized so that it is easily understood (make sure to use charts, tables, and graphs, as appropriate). It should also include interview excerpts, questionnaire results, test scores, and any additional anecdotal evidence.

Discussion of results: Here is your chance to assign meaning to your results and place them in the context of your overall initiative.

Implications for the campaign: After writing this entire report, you may be tempted to dash off a brief conclusion. Resist that temptation! This is where you make your recommendations, so take your time and think through what you plan to say.