It’s easy for communicators to measure outputs, and almost as easy to measure outtakes. But it requires more effort, imagination, and resourcefulness to measure outcomes: actual changes in people’s behavior and attitudes. Here’s a resource offered by the United Way, called the Outcome Measurement Resource Network. You’ll find more than a dozen white papers about measuring program outcomes that you can apply, with some tweaking, to your communication goals and institutional objectives.
Outcome measurement resource network