Monitoring and evaluation (M&E) frameworks help programmes track activities and reflect on whether stated key performance areas (KPIs) are being achieved. However, while there is a wealth of sustainability data and measurement systems in most organisations, some sustainability aspects are more challenging to measure. How to we capture the internal culture shifts? The individual attitudes towards a policy? Or, a system reform in the way sustainability is prioritised?
Communication as a Monitoring and Evaluation Practice
M&E tends to focus on what is measurable, such as outcomes, reach and progress against targets. But in many programmes, especially those that deal with behaviour, learning or social norms, this view can be too narrow. A well-articulated sustainability story can have as much impact as a M&E dashboard – perhaps even more impact. This is exactly why M&E and storytelling should go together.
