Advocacy and campaigning work necessitates an emphasis on capturing our influence rather than causal attribution. Thus, our approach to monitoring and evaluating the influence of our efforts is one of focusing on learning, which means ensuring these activities are integrated into how we do everything, rather than being a separate workstream. The aim is to make rapid course corrections, building in time and resources that ensure we regularly reflect not just on whether we are delivering our plans or activities, but also whether those plans are still appropriate - and the assumptions underlying them still hold - or there are changes in circumstances which demand a different approach. Specifically, we will:

• set ourselves specific and measurable targets, and regularly monitor our advocacy impact against these targets.
• solicit regular and honest feedback from key stakeholders (including partners, supporters, targets and funders) on our outputs, strategies and impact.
• seek out best practice in advocacy M&E from our supporters and partners.
• produce annual reports setting out our outputs and impacts.
• conduct a fully independent external evaluation of PWYF in due course, when the campaign is more established.

Click here to link to the karaoke version of Terry Smutylo's song "The Output, Outcome, Downstream impact Blues", which discusses the issues of attribution and impact in development evaluation.